A description of ColaLife's Operational Trial in Zambia including sales data for the Kit Yamoyo to 25 Jan 2013 and an analysis of the role of private sector partners during the different phases of the project.

1. ColaLife – emerging roles for the private sector
12 February 2013, London Simon Berry

2. ColaLife – ISNTD, London
12 February 2013, London
1 2 3
Our starting points The business model Private sector partners
4 5 6
The product Where we are now What next?

3. • UK Charity
• Independent – no
affiliation with
Coca-Cola
• Running a trial in
Zambia funded by:
• DfID
• Johnson &
Johnson
• COMESA
• Honda
• Two full-timers
• Four trustees
What is ColaLife?

4. ColaLife – ISNTD, London
12 February 2013, London
1 2 3
Our starting points The business model Private sector partners
4 5 6
The product Where we are now What next?

5. 1
The policy context for ColaLife (1).
Under 5 mortality is unacceptably high.

6. 1
The policy context for ColaLife (1).
Under 5 mortality is unacceptably high.

7. 1
The policy context for ColaLife (1).
Under 5 mortality is unacceptably high.

8. 1
The policy context for ColaLife (2).
Diarrhoea is a key contributor.

9. Remote rural retail shop, Kalomo
District, Zambia 1
Drug store room, Tiriri Health
Centre, Katine, Uganda
If we can get fast moving consumer goods to remote rural
areas, why can’t we do the same thing for essential medicines?

10. The vision The practice (so far)
1
Our initial focus was the use of unused space in Coca-Cola crates as a delivery
mechanism, but we have gone on to create an ‘end-to-end’ value chain: using
Coca-Cola’s techniques and advice; using their wholesalers, who are well known in
rural towns and have good warehousing and inventory control practices.
So far none of our registered retailers have used this technique to transport Kit
Yamoyos.

11. ColaLife – ISNTD, London
12 February 2013, London
1 2 3
Our starting points The business model Private sector partners
4 5 6
The product Where we are now What next?

12. 2
We have designed a 4g/200ml sachet of ORS for the home treatment of diarrhoea and
this is now being manufactured in Zambia. We believe this is an ‘Africa first’. A mother
using a 20g/1litre sachet (and following the instructions) would throw most of it away.

13. 2
Kit Yamoyo assembly at Pharmanova in Lusaka, Zambia.

14. 2
Packing of kits into cartons at Pharmanova for delivery to Medical Stores Limited.

15. 2
We are paying the para-statal, Medical Stores Limited, who are seeking to become
‘more private sector’, to deliver Kit Yamoyos to Coca-Cola wholesalers in Katete &
Kalomo districts.

16. 2
Kit Yamoyo cartons in stock at a Coca-Cola wholesaler. Wholesalers purchase the kits
from the project and make a 20% profit on sales to retailers.

17. 2
Retailers buy Kit Yamoyos from the general wholesaler (who is also the Coca-Cola
wholesaler) when they visit the district town for other supplies. Using a Coca-Cola
wholesaler helps guarantee quality as wholesalers are required by contract to carry
out good warehousing and inventory practices. In addition, all retailers know where
the Coca-Cola wholesaler is.

18. 2
Kit Yamoyos for sale on the shelves in remote rural retail shops. Retailers make a
profit of 35% on the sale of Kit Yamoyos but care-givers get a product the majority can
afford. The project thus creates an end-to-end value chain with profits for
entrepreneurs along the way.

19. 2
Care-givers get reliable access to a life-saving product close to home.

20. 2
The Kit Yamoyo is an innovative product. The packaging is a measure for making the
ORS, it is a mixing device, a storage device and a cup. The ORS sachets make up an
amount of ORS that is appropriate for the home treatment of diarrhoea.

21. Lusaka stock Wholesaler stock
2
9,100 6,920
Kits manufactured Purchased by retailers
29,750 13,730
106 per day
Where are the Kit Yamoyos?
25 January 2013

22. 2
ColaLife uses mobile phones to: provide an authentication system for the Kit Yamoyos;
to deliver a Special Offer (50% off your next purchase); to allow promoters to activate
vouchers before distribution and for voucher redemption by retailers.

23. ColaLife – ISNTD, London
12 February 2013, London
1 2 3
Our starting points The business model Private sector partners
4 5 6
The product Where we are now What next?

24. 3
The ColaLife private sector partners

25. 3
The ColaLife private sector partners

26. 3
The ColaLife private sector partners

27. 3
The ColaLife private sector partners

28. ColaLife – ISNTD, London
12 February 2013, London
1 2 3
Our starting points The business model Private sector partners
4 5 6
The product Where we are now What next?

29. 4
‘When the poor are converted into consumers, they acquire
the dignity of attention and choices from the private sector.’
CK Prahalad

30. • Attractive 4
• Affordable
• Micro-porous, waterproof, tamper evident
sealing film
• Branding carried on the instruction leaflet
• SMS-based authentication
• Contents based on a proven combined therapy
for diarrhoea treatment (ORS + Zinc)
• Soap added to carry the prevention message
• 4g/200ml ORS sachets (for home treatment)
• Packaging is also:
• A measuring device for the water
• A mixing device
• A storage device (the soap tray is a lid)
• A cup
• And can be re-used
The product: Kit Yamoyo For a video demonstration of the kit in use please see:
>> http://youtu.be/C9w1IN2Gq0c

31. ColaLife – ISNTD, London
12 February 2013, London
1 2 3
Our starting points The business model Private sector partners
4 5 6
The product Where we are now What next?

32. 5
We are here
Dec 2011
The trial timeline

33. ColaLife – ISNTD, London
12 February 2013, London
1 2 3
Our starting points The business model Private sector partners
4 5 6
The product Where we are now What next?

34. 56
Our strategy is to generate robust evidence on the elements of our approach that
work; encourage the big players (MoHs, CHAI, UNICEF etc) to incorporate these
elements into their own programs. ColaLife does not have the capacity for global roll-
out but could be catalytic in achieving this through multi-sectoral partnerships.

35. Contact information
Simon Berry
project manager | ColaLife Operational Trial Zambia (COTZ)
founder and ceo | ColaLife
m +260 (0)9755 72175
e simon@colalife.org
s sxberry
w http://colalife.org
b http://colalife.org/blog
l COTZ project office http://colalife.org/map
Photo credits
Menu slides: Option 2 – Elias Lungu; Option 4 – Simon Berry with graphic design by Guy Godfree; Option 6 – Claire Ward
Slide 9: Katine image – The Guardian
Slide 10: Coca-Cola crate – Simon Berry; Retailer – Charlotte Mwanza
Slide 12, 29 and this slide: Kit Yamoyo inset – Simon Berry with graphic design by Guy Godfree
Slide 17: Elias Lungu
Slide 19 and 20 – Claire Ward
Slide 24 and 27: Wholesaler – Rohit Ramchandani; Retailer – Elias Lungu
Slide 29: Albert Saka
All others – Simon Berry