1. MARAFIKI
Provision of solar powered lanterns to parents of school going
children in rural areas and informal settlements that lack access
to reliable electricity
TOTAL number of individual
customers: 50
We talked to 50 individuals and had two Focus
Group discussions. The first one of approximately
150 students and the second of approximately 150
parents

2. Team Members
Rhoda Omenya
Research
Samuel Kyama –
Accounts
Michael Njoroge
Technical
1. Rhoda brings in her research expertise by
collecting all information that pertains to the
project.
2. Samuel brings in his accounting skills to ensure
that records are kept straight and transparent from
the beginning.
3. Michael brings in his growing business acumen and

3. Problem:
•School going children in rural and informal settlements that lack
access to electricity are unable to read/revise at night due to lack
of proper lighting
•Those that are able to read using kerosene lanterns end up with
eye problems (owing to the dim light) and chest problems (owing
to the soot emitted)
•These children are unable to compete at par with those who
have access to electricity and can revise/read at night
•Consequently, health problems compounded with little or no
revision time results in lower educational outputs, affecting the
rate of the children’s success in future
Facts
•According to energypedia, there are about 4 million
households in rural Kenya presenting much potential.
•An analysis of national energy shows heavy dependency on
wood fuel and other biomass that accounts for 68% of the
total energy consumption.

5. In the beginning:
•What we had was an idea. Untested and unresearched.
•We thought our markets was quite wide and that competition was
little if any.
•We were coming in mostly to learn about how to ‘be’
entrepreneurs.
•We thought every citizen at the bottom of the pyramid is our
target.
What We Did:
•We first went to the nearest slum, Kibera to get their views on
our product, and their experiences with it if any.
•We then went to Kangemi, another informal settlement to
interview households.
•We talked to households in informal settlements that lack
access to electricity in two groups – students and their parents.

6. Behaviour Map, Impact
Children use lantern to
study
Parent buys the solar
lantern
Take the lantern home
Put the lamp in the sun
to charge then use it
Children get
better grades
in school
Better/brighter future for
children
Big Idea: Provide affordable solar lanterns to parents
of school going children living in informal settlements
and rural areas that lack access to reliable electricity

7. Reality: What We Found:
•From our venture to the first informal settlement – Kibera; we
invalidated our initial thought that slums do not have access to
electricity. They do, except the connections are illegal.
•On advisement of our mentor who is with us in Kenya, Suraj, we
moved to other informal settlements as many researchers have gone
into Kibera. There’s ‘interview fatigue’
•We went to Kangemi to carry out the next interviews.
•From Kangemi, we found that parents are more concerned over
their children than themselves or their businesses.
•From their responses, families will be unable to pay upfront for the
solar lanterns
•Schools then came into the picture as a viable partner or channel of
distribution
•Our customer segment narrowed down as a result of the above

8. LaunchPad Central
Lic ensed from businessm odelgenerat ion.c om under a Creat ive Com m ons At t ribut ion-ShareAlike 3.0 Unport ed Lic ense
KEY PARTNERSKEY PARTNERS 
Manufacturers/wholesalers
»
Relevant government
agencies »
NGOs »
Social groups »
KEY ACTIVITIESKEY ACTIVITIES 
Product awareness »
Create Health benefit
awareness »
Create financial
benefit awareness »
Commercializing the
VALUE PROPOSITIONSVALUE PROPOSITIONS

Affordable source of
lighting »
Health friendly source
of lighting »
Better lighting »
Environmentally
friendly lighting »
A product that lights
and also has other
capabilities e.g.
charging mobile
phones »
Longer study hours
for students »
Longer opening
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS 
Schools »
Social groups »
CUSTOM ER SEGM ENTSCUSTOM ER SEGM ENTS

Citizens living in rural
areas without access
to electricity »
Citizens living in
informal settlements
who lack access to
electricity »
Citizens in urban
areas supporting
their families up
country who do not
have access to
electricity »
Businessmen/women
in rural areas and
informal settlements
that lack access to
KEY RESOURCESKEY RESOURCES 
Capital »
Distribution chain »
Warehouse/storage
facilities »
CHANNELSCHANNELS 
NGOs »
Retail stores »
 Schools »
COST STRUCTURECOST STRUCTURE 
Personnel/labour »
Transport and distribution costs »
Marketing costs »
REVENUE STREAM SREVENUE STREAM S 
Selling the product »
Recycling kerosene lamps »

9. What We Did:
•We went to three schools to talk to their administration. We
introduced our project and heard their thoughts about it.
•We have been unable to go to more schools as there is a
national strike by teachers demanding more pay
What We Found:
•There has never been such a project in schools before
•They were more that willing to try it out
•They would prefer if we alerted parents prior and then
have a ‘solar lantern day’ where we would go with the
products and parents would purchase them
•They are apprehensive about payments in
installments as they are believe there will be defaulters

10. LaunchPad Central
Lic ensed from businessm odelgenerat ion.c om under a Creat ive Com m ons At t ribut ion-ShareAlike 3.0 Unport ed Lic ense
KEY PARTNERSKEY PARTNERS 
Manufacturers/wholesalers
»
Relevant government
agencies »
NGOs »
Social groups »
Schools »
KEY ACTIVITIESKEY ACTIVITIES 
Product awareness »
Create Health benefit
awareness »
Create financial
benefit awareness »
Commercializing the
VALUE PROPOSITIONSVALUE PROPOSITIONS

Affordable source of
lighting »
Health friendly source
of lighting »
Better lighting »
Environmentally
friendly lighting »
A product that lights
and also has other
capabilities e.g.
charging mobile
phones »
Longer opening
business hours »
 Longer study hours
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS 
Schools »
Social groups »
CUSTOM ER SEGM ENTSCUSTOM ER SEGM ENTS

Businessmen/women
in rural areas and
informal settlements
that lack access to
electricity »
 Parents of school
going children in rural
and informal
settlements that lack
access to electricity »
KEY RESOURCESKEY RESOURCES 
Capital »
Distribution chain »
Warehouse/storage
facilities »
CHANNELSCHANNELS 
Retail stores »
NGOs »
 Schools »
COST STRUCTURECOST STRUCTURE 
Personnel/labour »
Transport and distribution costs »
Marketing costs »
REVENUE STREAM SREVENUE STREAM S 
Selling the product »
Recycling kerosene lamps »

11. What We Found:
We have one customer segment: Parents with school going
children
We have the main channel of distribution: schools. We also
have a school that will be our pilot school.
This is a viable business now that we have found a better
way of reaching the target market that the competition has
not used
We have one major end to finalize: The supplier. Once we
lock that down, we shall be able to define all our costs and
pursue this venture beyond Acumen

12. Appendix:
LaunchPad Central
Lic ensed from businessm odelgenerat ion.c om under a Creat ive Com m ons At t ribut ion-ShareAlike 3.0 Unport ed Lic ense
KEY PARTNERSKEY PARTNERS 

M a nu fa ct ure rs/w ho le sa le rs
»
 Re le va nt
g ove rn me n t
a ge n cie s »
 NGOs »
 So cia l g ro up s »
KEY ACTIVITIESKEY ACTIVITIES 
 Prod uct
a w a re ne ss »
 Cre a t e He a lt h
be ne fit a w a re ne ss
»
 Cre a t e fina ncia l
be ne fit a w a re ne ss
VALUE PROPOSITIONSVALUE PROPOSITIONS

 Afford a b le
sou rce o f ligh t in g »
 He a lt h frie n dly
sou rce o f ligh t in g »
 Be t t e r lig ht in g »
 Enviro nme n t a lly
frie n dly ligh t in g »
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS 
 Scho ols »
 Socia l gro u ps »
CUSTOM ER SEGM ENTSCUSTOM ER SEGM ENTS

 Cit iz e n s a t t h e
b a se of t h e
p yra mid »
 Cit iz e n s livin g in
ru ra l a re a s w it h ou t
a cce ss t o
e le ct ricit y »
 Cit iz e n s livin g in
in fo rma l
se t t le me n t s w ho
la ck a cce ss t o
e le ct ricit y »
KEY RESOURCESKEY RESOURCES 
 Ca p it a l »
 Dist ribu t io n
ch a in »

W a re h ou se /st ora g e
fa cilit ie s »
CHANNELSCHANNELS 
 NGOs »
 Re t a il st o re s »
COST STRUCTURECOST STRUCTURE 
 Pe rso nn e l/la bo ur »
 Tra nsp o rt a nd dist ribu t ion cost s »
 M a rke t ing cost s »
REVENUE STREAM SREVENUE STREAM S 
 Se llin g t h e p rod uct »
 Re cycling ke ro se ne la mps »

13. LaunchPad Central
Lic ensed from businessm odelgenerat ion.c om under a Creat ive Com m ons At t ribut ion-ShareAlike 3.0 Unport ed Lic ense
KEY PARTNERSKEY PARTNERS 
Manufacturers/wholesalers
»
Relevant government
agencies »
NGOs »
Social groups »
KEY ACTIVITIESKEY ACTIVITIES 
Product awareness »
Create Health benefit
awareness »
Create financial
benefit awareness »
 Comme rcia liz ing
VALUE PROPOSITIONSVALUE PROPOSITIONS

Affordable source of
lighting »
Health friendly source
of lighting »
Better lighting »
Environmentally
friendly lighting »
 A product t ha t
light s a nd a lso ha s
ot he r ca pa bilit ie s
e .g. cha rging
mobile phone s »
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS 
Schools »
Social groups »
CUSTOM ER SEGM ENTSCUSTOM ER SEGM ENTS

Citizens at the base of
the pyramid »
Citizens living in rural
areas without access
to electricity »
Citizens living in
informal settlements
who lack access to
electricity »
 Cit iz e ns in urba n
a re a s support ing
t he ir fa milie s up
count ry w ho do not
ha ve a cce ss t o
e le ct ricit y »
KEY RESOURCESKEY RESOURCES 
Capital »
Distribution chain »
Warehouse/storage
facilities »
CHANNELSCHANNELS 
NGOs »
Retail stores »
COST STRUCTURECOST STRUCTURE 
Personnel/labour »
Transport and distribution costs »
Marketing costs »
REVENUE STREAM SREVENUE STREAM S 
Selling the product »
Recycling kerosene lamps »

14. LaunchPad Central
Lic ensed from businessm odelgenerat ion.c om under a Creat ive Com m ons At t ribut ion-ShareAlike 3.0 Unport ed Lic ense
KEY PARTNERSKEY PARTNERS 
Manufacturers/wholesalers
»
Relevant government
agencies »
NGOs »
Social groups »
KEY ACTIVITIESKEY ACTIVITIES 
Product awareness »
Create Health benefit
awareness »
Create financial
benefit awareness »
Commercializing the
VALUE PROPOSITIONSVALUE PROPOSITIONS

Affordable source of
lighting »
Health friendly source
of lighting »
Better lighting »
Environmentally
friendly lighting »
A product that lights
and also has other
capabilities e.g.
charging mobile
phones »
 Longe r st udy
hours for st ude nt s
»
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS 
Schools »
Social groups »
CUSTOM ER SEGM ENTSCUSTOM ER SEGM ENTS

Citizens living in rural
areas without access
to electricity »
Citizens living in
informal settlements
who lack access to
electricity »
Citizens in urban
areas supporting
their families up
country who do not
have access to
electricity »

Busine ssme n/w ome n
in rura l a re a s a nd
informa l
KEY RESOURCESKEY RESOURCES 
Capital »
Distribution chain »
Warehouse/storage
facilities »
CHANNELSCHANNELS 
NGOs »
Retail stores »
COST STRUCTURECOST STRUCTURE 
Personnel/labour »
Transport and distribution costs »
Marketing costs »
REVENUE STREAM SREVENUE STREAM S 
Selling the product »
Recycling kerosene lamps »
LaunchPad Central
Lic ensed from businessm odelgenerat ion.c om under a Creat ive Com m ons At t ribut ion-ShareAlike 3.0 Unport ed Lic ense
KEY PARTNERSKEY PARTNERS 
Manufacturers/wholesalers
»
Relevant government
agencies »
NGOs »
Social groups »
KEY ACTIVITIESKEY ACTIVITIES 
Product awareness »
Create Health benefit
awareness »
Create financial
benefit awareness »
Commercializing the
VALUE PROPOSITIONSVALUE PROPOSITIONS

Affordable source of
lighting »
Health friendly source
of lighting »
Better lighting »
Environmentally
friendly lighting »
A product that lights
and also has other
capabilities e.g.
charging mobile
phones »
 Longe r st udy
hours for st ude nt s
»
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS 
Schools »
Social groups »
CUSTOM ER SEGM ENTSCUSTOM ER SEGM ENTS

Citizens living in rural
areas without access
to electricity »
Citizens living in
informal settlements
who lack access to
electricity »
Citizens in urban
areas supporting
their families up
country who do not
have access to
electricity »

Busine ssme n/w ome n
in rura l a re a s a nd
informa l
KEY RESOURCESKEY RESOURCES 
Capital »
Distribution chain »
Warehouse/storage
facilities »
CHANNELSCHANNELS 
NGOs »
Retail stores »
COST STRUCTURECOST STRUCTURE 
Personnel/labour »
Transport and distribution costs »
Marketing costs »
REVENUE STREAM SREVENUE STREAM S 
Selling the product »
Recycling kerosene lamps »

15. LaunchPad Central
Lic ensed from businessm odelgenerat ion.c om under a Creat ive Com m ons At t ribut ion-ShareAlike 3.0 Unport ed Lic ense
KEY PARTNERSKEY PARTNERS 
Manufacturers/wholesalers
»
Relevant government
agencies »
NGOs »
Social groups »
KEY ACTIVITIESKEY ACTIVITIES 
Product awareness »
Create Health benefit
awareness »
Create financial
benefit awareness »
Commercializing the
VALUE PROPOSITIONSVALUE PROPOSITIONS

Affordable source of
lighting »
Health friendly source
of light ing »
Better light ing »
Environmentally
friendly light ing »
A product t hat lights
and also has other
capabilities e.g.
charging mobile
phones »
Longer study hours
for student s »
Longer opening
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS 
Schools »
Social groups »
CUSTOM ER SEGM ENTSCUSTOM ER SEGM ENTS

Citizens living in rural
areas without access
t o electricit y »
Citizens living in
informal set tlement s
who lack access to
electricity »
Citizens in urban
areas support ing
t heir families up
country who do not
have access to
electricity »
Businessmen/women
in rural areas and
informal set tlement s
t hat lack access to
KEY RESOURCESKEY RESOURCES 
Capit al »
Distribut ion chain »
Warehouse/storage
facilities »
CHANNELSCHANNELS 
NGOs »
Ret ail st ores »
COST STRUCTURECOST STRUCTURE 
Personnel/labour »
Transport and distribution cost s »
Marketing cost s »
REVENUE STREAM SREVENUE STREAM S 
Selling t he product »
Recycling kerosene lamps »

16. LaunchPad Central
Lic ensed from businessm odelgenerat ion.c om under a Creat ive Com m ons At t ribut ion-ShareAlike 3.0 Unport ed Lic ense
KEY PARTNERSKEY PARTNERS 
Manufacturers/wholesalers
»
Relevant government
agencies »
NGOs »
Social groups »
KEY ACTIVITIESKEY ACTIVITIES 
Product awareness »
Create Health benefit
awareness »
Create financial
benefit awareness »
Commercializing the
VALUE PROPOSITIONSVALUE PROPOSITIONS

Affordable source of
lighting »
Health friendly source
of light ing »
Better light ing »
Environmentally
friendly light ing »
A product t hat lights
and also has other
capabilities e.g.
charging mobile
phones »
Longer study hours
for student s »
Longer opening
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS 
Schools »
Social groups »
CUSTOM ER SEGM ENTSCUSTOM ER SEGM ENTS

Citizens living in rural
areas without access
t o electricit y »
Citizens living in
informal set tlement s
who lack access to
electricity »
Citizens in urban
areas support ing
t heir families up
country who do not
have access to
electricity »
Businessmen/women
in rural areas and
informal set tlement s
t hat lack access to
KEY RESOURCESKEY RESOURCES 
Capit al »
Distribut ion chain »
Warehouse/storage
facilities »
CHANNELSCHANNELS 
NGOs »
Ret ail st ores »
 Schools »
COST STRUCTURECOST STRUCTURE 
Personnel/labour »
Transport and distribution cost s »
Marketing cost s »
REVENUE STREAM SREVENUE STREAM S 
Selling t he product »
Recycling kerosene lamps »

17. LaunchPad Central
Lic ensed from businessm odelgenerat ion.c om under a Creat ive Com m ons At t ribut ion-ShareAlike 3.0 Unport ed Lic ense
KEY PARTNERSKEY PARTNERS 
Manufacturers/wholesalers
»
Relevant government
agencies »
NGOs »
Social groups »
 Schools »
KEY ACTIVITIESKEY ACTIVITIES 
Product awareness »
Create Health benefit
awareness »
Create financial
benefit awareness »
Commercializing the
VALUE PROPOSITIONSVALUE PROPOSITIONS

Affordable source of
lighting »
Health friendly source
of lighting »
Better light ing »
Environmentally
friendly lighting »
A product t hat lights
and also has other
capabilities e.g.
charging mobile
phones »
Longer study hours
for student s »
Longer opening
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS 
Schools »
Social groups »
CUSTOM ER SEGM ENTSCUSTOM ER SEGM ENTS

Citizens living in rural
areas without access
t o electricity »
Citizens living in
informal set tlement s
who lack access to
electricity »
Citizens in urban
areas supporting
t heir families up
country who do not
have access to
electricity »
Businessmen/women
in rural areas and
informal set tlement s
t hat lack access to
KEY RESOURCESKEY RESOURCES 
Capital »
Distribut ion chain »
Warehouse/storage
facilities »
CHANNELSCHANNELS 
NGOs »
Retail st ores »
Schools »
COST STRUCTURECOST STRUCTURE 
Personnel/labour »
Transport and distribution costs »
Marketing cost s »
REVENUE STREAM SREVENUE STREAM S 
Selling t he product »
Recycling kerosene lamps »

18. LaunchPad Central
Lic ensed from businessm odelgenerat ion.c om under a Creat ive Com m ons At t ribut ion-ShareAlike 3.0 Unport ed Lic ense
KEY PARTNERSKEY PARTNERS 
Manufacturers/wholesalers
»
Relevant government
agencies »
NGOs »
Social groups »
Schools »
KEY ACTIVITIESKEY ACTIVITIES 
Product awareness »
Create Health benefit
awareness »
Create financial
benefit awareness »
Commercializing the
VALUE PROPOSITIONSVALUE PROPOSITIONS

Affordable source of
lighting »
Health friendly source
of lighting »
Better lighting »
Environmentally
friendly lighting »
A product that lights
and also has other
capabilities e.g.
charging mobile
phones »
Longer study hours
for students »
Longer opening
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS 
Schools »
Social groups »
CUSTOM ER SEGM ENTSCUSTOM ER SEGM ENTS

Businessmen/women
in rural areas and
informal settlements
that lack access to
electricity »
 Parents of school
going children in rural
and informal
settlements that lack
access to electricity »
KEY RESOURCESKEY RESOURCES 
Capital »
Distribution chain »
Warehouse/storage
facilities »
CHANNELSCHANNELS 
NGOs »
Retail stores »
Schools »
COST STRUCTURECOST STRUCTURE 
Personnel/labour »
Transport and distribution costs »
Marketing costs »
REVENUE STREAM SREVENUE STREAM S 
Selling the product »
Recycling kerosene lamps »

19. LaunchPad Central
Lic ensed from businessm odelgenerat ion.c om under a Creat ive Com m ons At t ribut ion-ShareAlike 3.0 Unport ed Lic ense
KEY PARTNERSKEY PARTNERS 
Manufacturers/wholesalers
»
Relevant government
agencies »
NGOs »
Social groups »
Schools »
KEY ACTIVITIESKEY ACTIVITIES 
Product awareness »
Create Health benefit
awareness »
Create financial
benefit awareness »
Commercializing the
VALUE PROPOSITIONSVALUE PROPOSITIONS

Affordable source of
lighting »
Health friendly source
of light ing »
Better light ing »
Environmentally
friendly light ing »
A product t hat lights
and also has other
capabilities e.g.
charging mobile
phones »
Longer opening
business hours »
 Longer study hours
CUSTOM ERCUSTOM ER
RELATIONSHIPSRELATIONSHIPS 
Schools »
Social groups »
CUSTOM ER SEGM ENTSCUSTOM ER SEGM ENTS

Businessmen/women
in rural areas and
informal set tlement s
t hat lack access to
electricity »
 Parents of school
going children in rural
and informal
set tlement s that lack
access t o electricit y »
KEY RESOURCESKEY RESOURCES 
Capit al »
Distribut ion chain »
Warehouse/storage
facilities »
CHANNELSCHANNELS 
Retail st ores »
NGOs »
 Schools »
COST STRUCTURECOST STRUCTURE 
Personnel/labour »
Transport and distribution cost s »
Marketing cost s »
REVENUE STREAM SREVENUE STREAM S 
Selling t he product »
Recycling kerosene lamps »

20. Product Specs:
•Multiple charging options, i.e. solar,
hand crank, battery (AAA), AC
power and DC power
•Very bright LED's on the box its
written 36 but when you count them
they are 15. The box also says that
the product has a port to charge
phones but the product doesn’t have
the port (showing us that we must
be careful in the supplier that we get
exactly what they say they are
offering).
•The specs of the battery are
missing, but we know our product
will use lithium ion.
•Product weight: 0.637 kg
•Package weight: 0.8 kg
•Product size (L x W x H): 25.0 x
12.0 x 12.0 cm
•Package size (L x W x H): 26.3 x
14.2 x 12.6 cm