ADMIRE Enterprise

Enterprise SAMPLE Uganda has brought on the Ugandan Market a game-changing Aquaponics Technology Distribution for Multiple Integrated Resiliencies and Women Empowerment (ADMIRE Women) Enterprise addressingredculicmedatew-acthearnagveaiilnabdiulicteyd, rdesisutlutirnbganincetos rinedcluucdeidngagprrieccuilptuitraatliopnropdauttcetrivnitcyh, aanngdefso-owdhpicrhicuelstipmikaetse.ly leads to

Creation anSdA…M.PLE Uganda Operations Sample Uganda is a membership community- Operating under a contract farming model, based organization started by Nkumba we support members with hatchlings, University–collaborating with fish farming technical assistance to access finance & communities -to support new and existing equipment, while also providing a secure community fish farmers market for their fish. Over time, the model (students/youth/women) stuck in their has evolved into a micro-entrepreneur Aquaculture design & creation processing system, where engagement with members systems to unstuck them with affordable & for quality inputs & sale of quality fish is accessible services& technologies using based on a franchise system. Market-Based Approaches. https://sampleuganda.ueuo.com/done/members.pdf https://sampleuganda.ueuo.com/

The name “aquaponics” The Flood and Drain ADMIRE micro- derives from mixture of two words; aqua from system combines conventional aquaculture, or tank rearing of aquatic animals, with aquaculture, also known as hydroponics, the growing of crops in nutrient-rich water-generating all year-round Technologyfish farming, and ponics from hydroponics, which fish and crop food for nutrition uses water instead of soil to grow plants.

Innovation Democratizing Access to Aquaponics The ADMIRE “Democratizes Access to Aquaponics” using a friendly lease-to-own model among low- income communities via saving/ credit groups to provide better nutrition & income for them & their families. The solar/grid powered ADMIRE uses “off the shelf ” local materials & a modular design, making it relatively inexpensive besides providing Seedlings, linkages to Credit as well as Market for products

The ADMIRE targets the Target Population poor and most vulnerable communities, including women and child-headed households, and poor urban dwellers who rely on casual jobs in the informal sector, Those living on less than US$1.25/day, experiencing not only inadequate alternative livelihoods, at both individual and household level, but also food insecurity coping/resilience strategies- exacerbated by land scarcity.

The system is assembled on ADMIRE systems are made up of fish a project site using plastic tanks, grow beds, water pipes and a materials, that may include pump, utilizing a simple ebb and flow water tanks, or watering (flood/drain) system that eliminates troughs to serve as grow the need for expensive and complex beds. All internal plumbing components (pipes and filters and oxygenation systems. pumps) are purchased from local suppliers. Design for the Average Clients The system can accommodate the production of many types of vegetables and fish, but tilapia and catfish are the fish of choice, as they are hardy, fast-growing and widely consumed.

Focus on Gender In Uganda, most market Every effort is made to gardening is currently ensure that women are done by women, who are fully involved as therefore be the primary mobilizers, planners and as end-users of beneficiaries of the increased productivity the family- brought by the ADMIRE sized/commercial systems as producers and ADMIRE systems. entrepreneurs.

Precise Multiple Problems Addressed Solution/Innovation Population rise Women Empowerment Climate Water Soil “Democratizing Access to change scarcity degradation Aquaponics” using a friendly Lease-To-Own Model among Land Food Covid-19 low-income communities via Scarcity Insecurity Effects Savings/ Credit Sale Outlets

USER benefits Fast Plant Growth. Providing nutrients and an oxygen rich environment for the roots of aquaponic plants makes them grow 3 times as fast compared to soil. ... Reduced Chemical Use. ... Health. ... Food Localisation. ... Reduced Water Use. ... Smarter Farming. ... Reduced Pollution and More Recycling!

Potential for Scalability • With 1503 units ADMIRE is a potentially scalable-up leased/sold so far “People,Planet,Profit“ triple (@US$150-$500/unit) and bottom line business demand rising by plus 40% providing healthy food, reducing agricultural ecological @week, footprint& promoting Multiple Resiliencies.

Total Addressable Market (TAM) Over 20,000 Ugandan Savings/Credit Sales 1.2 Million Schools & 55 Universities-(10% Outlets each with 100-120 members(80% market value)worthy US$5 Million market value)worthy US$240-320 Million Over 10,000 Ugandan Public Servants 351 Town Councils& 41Municipality trapped by Covid-19 shocks (1% market planning authorities -(1% market value) worthy US$2 Million value)-worthy US$4 Million 1.2 million Urban Affluent Households (1% Over 30,000 Hotels- (1% market value)worthy US$1.5-2 Million market value)worthy US$1.5-2 Million

Business Sales Model Lease-to-Own model Clients pay as they can–e.g. via via Savings/Credit sale digital, daily, weekly, monthly outlets (60%) or quarterly via their Savings/Credit Outlets. Outright sales (30%) Negotiations with clients Sales via Contracts who want more grow beds, (10%) or larger ADMIRE systems & Types Grant/Charity Distribution Mechanisms availability

Pricing and Affordability For any subsistence marketplace Where and If available, the product, one key to current large scale adoption is simple: Aquaponics system in off the shelf price to Uganda cost US$5000 the consumer. upwards. The ADMIRE Low profit margins of 20% system moves off the or less have proved shelf between $150 essential in maintaining and $500 depending affordability among our on the number of average clients. installed grow-beds.

Competition Leveraging Better/Difference Aquaponics technology The solar/grid powered ADMIRE uses “off the shelf ” commercial distribution local materials & a expandable modular design, making is a new phenomena in it relatively inexpensive besides providing Seedlings, Uganda. linkages to Credit as well as Market for products. All Currently the ADMIRE of these things are highly desired by the average Enterprise does not face any direct competition in customers. Presence of Savings/Credit Group outlets in the Ugandan market. Every Ugandan Village Lease-to-own model more affordable among average clients than out right Purchases Availability of Government credit support for Savings/Credit clients

Designed a pilot, where Validation SAMPLE Uganda packaged and distributed 30-one-meter cubic Following capacity building, the Aquaponics complete systems at local greenhouse covers and unit price of US$150-US$200 horticulture seeds were locally inclusive of the fish tank, water provided by targeted farmers pump, bio filter and fingerlings. Before the Covid-19 crisis, cost recovery through This proves that the average farmers in Uganda SACCOs collection agents, where farmers make appreciates need for Aquaponics systems. All their payment instalments, was over 99%. A late fee supported farmers (68% female) contributed to was imposed and SACCO collection agents who savings in their groups visited farmers directly within one day of a late payment. There were few defaults for the simple https://sampleuganda.ueuo.com/done/mid_term.pdf reason that farmers did not want their Aquaponics systems re-possessed-or resold to other interested farmers.

Gender User Analysis We have observed that women are We have further noted that rural more eager than men to acquire the women, though often illiterate, are by ADMIRE product. It is therefore no means superior to women in the not surprising that more urban urban areas, as they are able to learn women (87%) –than men are the sophisticated Aquaponics techniques primary beneficiaries of the when transmitted visually-and when increased productivity brought by given the opportunity and support to the ADMIRE model as producers adopt the ADMIRE systems and entrepreneurs.

Strength SWOT Analysis Weaknesses • Ownership of Product • Slow to address new Development/Marketing Process market opportunities • Customer Loyalty • Social media marketing • Brand Awareness • Bottom/Vertical markets Opportunities Threats • Climate Change Mitigation and • New producers invading the Multiple Resilience demands market/spiking competition • Population rise/food insecurity • Covid-19 slowing down • Water and Land Scarcity purchases • Post Covid-19 alternative livelihoods • Global & National Interests

Risks & De-Risking The main risks are 1) financing and 2) The former is de-risked securing strategic partnerships to offset significantly through the latter. development and acceptance costs For the latter, the lease-to-model via savings/credit outlets offers strategic partnerships to enter We identify, recruit, train and stay in the market. suitable Group retailers and distributors to participate in the Marketing of the product The ADMIRE systems is Additionally, we also leverage thus, creating a sustainable sold to the Savings/Credit needs of other clients by market for the product. retailers under a Lease-To- diversifying sales outlets - Own program, who then targeting clients such as schools, mark-up the systems and and clients who want more grow take a small commission on beds, or large aquaponics the sale The Savings retail outlets are systems and types ensuring high repayment rates and effective advertising thus creating a community driven supply chain and reliable market.

Marketing Mobilization of Stakeholders Training and (Including Motivating Public/Private Savings/credit sales outlets staff International/instituti onal and individual clients) Increased Presence Membership Word in the Print, Mass of Mouth and Social Media

Accomplishment Traction Product Traction/Revenue • Completed mock-up and pricing validation with 53 • To Reach 60,000 clients via 60 potential customers Savings/Credit outlets(2-3 years) • Launched minimum viable product (MVP) among • To Attract over 30,000 clients from 321 users Schools/Institutions/Hotels/Local Councils(2-3 years) Traction & Revenue: • 1,503 clients reached via 10 Saving/Credit outlets • To Achieve US$200,000-US$250,000 MRR/month with 40% increase @week • U$15000-US$20,000 monthly recurring revenue Funding Requires Debt/Grant financing (MRR) Fundraising • Founders invested US$178,000 • Raised US$40,000 from friends and Banks

Gender Balanced Team • Michael Kintu (CEO, PhD ), is a 20-year • Mrs. Katumba Namukasa • Mrs. Walumbe Robinah,( MBA) is experienced Ugandan Aquaculture Specialist Silvia(MBA) acts the Deputy in charge of Financial Management CEO-in-charge of Marketing and /Administration. Community Mobilization • Mr. Mulambuzi Alex as trainer/quality/safety • Mr. Segirinya Tony acts as the • Ms. Nanono Bettie heads Four (4)- assurance specialist ADMIRE Hardware System full-time Male/Female Aquaponics Design Specialist systems installation and support staff

Authors Authors/ContactsContacts Michael Kintu (CEO, PhD) Namukasa Sylvia (Deputy CEO,MBA) SAMPLE Uganda Aquaculture Nkumba University Close, Bwaise Town Center, Abaita Ababiri, Nkumba Off-Kampala-Entebbe Express High Office : +256-414-576997 Mobile : +256-708-420887/0706584983 Email: [email protected] Website: https://sampleuganda.ueuo.com/