The Social Entrepreneurship Case idled in the Jakarta traffic. Usye Umayah and h
ID: 385273 • Letter: T
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The Social Entrepreneurship Case idled in the Jakarta traffic. Usye Umayah and her colleague Dini the future of Kedai As their car m run by the global NGO Although the pilot Mercy Corps. donor-funded en Uccessful, Usye and Dini needed to transform KeBal from a non-profit program had Mercy Cd pilot to a self-sustaining, scalable, and independent business. The funding they would on mont away, and if the KeBal carts were to remain in business thereafter 2010, usth to betin KeBal sold nutritious food to poor children from street carts provided to start up the pilot would be ending in November self-sustaining headquarters had Indonesia and Malnutrition a population of 240 million spread over 17.500 islands, Indonesia was the world's fourth most populous country and 16th largest in land area. According to UNICEF report in January 2010, one-third of Indonesian children under the age of five - nearly 8 fifth in the million in total suffered from the effects of malnutrition. Indonesia ranked number of children under five malnutrition during a ma a side effect child's early developmental years. There were many causes of ral decline in breast-feeding were but and considered the main culprits. As the head of UNICEF's health and nutrition department in Indonesia argued. The lives of 30,000 children could be saved annually if mothers breastfed their babies exclusively for the first six months." It was estimated that only 7% of mothers early. were doing so. There were several reasons why mothers quit breastfeeding so including lack of education on the benefits of breastfeeding for the first six months, a dearth of facilities where working mothers could express milk, and the advertising prowess of formula milk companies. Perhaps as a consequence of the advertising. many Indonesian mothers saw using formula milk as a status symbol, indicating they were modern mothers. Malnutrition was noticeably prevalent in North Jakarta, a section of the city which have two marine ports. Certain sections of North Jakarta were especially impoverished, with the average income of workers hovering around 500,000 to 1 million Indonesian rupiah (IDR) per month ($53 to $106).13 In comparison, Indonesia's GDP per capita was roughly twice as much, about $187/month ($2,246 annual). In these neighborhoods, mothers tended to purchase food for their infants and toddlers from the many food cart vendors who roamed the area selling fried food and sweets. The food provided by these street vendors, though abundant, convenient, and cheap, was unhealthy and often prepared in unsanitary conditions. The KeBal Pilot Program To address Indonesia's rampant malnutrition, Mercy Corps had created a pilot food cart program with a menu that catered to children under five. Launched in April 2009, KeBal, or My Child's Café" in Bahasa Indonesia, had three specific goals: 1. Provide nutritious, high-quality food options to children under five while raisin community awareness around nutritional issues. 2. Create employment opportunities for local North Jakarta. 3. Create a profitable, self-sustaining business model that could be spun off fro a olalss modal that coud be spun of to Mercy Corps and operate on its own.Explanation / Answer
1. KeBalproject is about preparing nutritious food in a centralized kitchen in Indonesia and selling it to the mothers of infants and toddlers in Indonesia. Thus,the client for the KeBal project is Ibu Ana - a philanthropist in Indonesia who is ready to build the first centralized kitchens in one of her homes and the ladies and males in Indonesia who are looking for some earning opportunity and are ready to prepare meals in the centralized kitchen.
The customers for KeBal project would be working mothers in Indonesia who buy food from street vendors and are ready to give nutritious food to their infants and toddlers.
2. The three criteria for opportunity assessment are : Financial analysis, Sales analysis and Market data analysis.
Financial Analysis
As the financial data says,the first centralized kitchen would be built at Ibu Ana's home as she is into charity and active in non-profit work in Indonesia. Once the project becomes successful,more number of centralized kitchens can be opened up later. Initial funding for the raw materials and fuel would come from Mercy Corps, a funding agency.It would sponsor the pilot project and then the cash flow comes in to invest further for the growth.
Sales Analysis
In the pilot test,they received a good response in terms of sales.Vendors were able to sell 40-70 portions of porridge at 2000 IDR and 30-50 jellies per day at 1000 IDR which is quite a good earning. Vendors made a good profit each month.
Market Data Analysis
It is a case of Word of Mouth publicity.Satisfied mothers would spread the information and thus there would be more number of mothers purchasing the food in the future.Thus it appears to be a quite promising project, drawing high profits for the company in the future.
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