1. “One Part at a Time”
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+,)3-04-5)6"5755$',2)680)
!-5'1)680)!89%-5)+$3-92
:8/'$#'0);<=);>?>
2. Letter of Acknowledgement
N')J8"5()5%G')28)#'K%,)#*)-9G,8J5'(K%,K)2A')98,20%#"48,1)86)2A')68558J%,K)K08"31)-,()%,(%/%("-51)28)2A')
('/'583$',2)86)8"0)0'3802D
Makerere Student Research Team:)
Tom Kigezi, Jesse Enamu, Colletha Mulima, Brian Musenge, Bridget Namirembe, and Brenda Namuddu
CA'1')12"(',21)98,("92'()8"0)30%$-0*)0'1'-09A)#*)6-9%5%2-4,K)1"0/'*1)%,)2A'),'-0#*)/%55-K'1)-,()3A828K0-3A%,K)2A')
.K-,(-,)3'835'O)P"02A'0=)2A'*)A'53'()"1)('/'583)-,)",('012-,(%,K)86)2A')5%6')12*5')-,()9"52"0')86).K-,(-,)9%4L',1)-,()
308/%('()(%0'948,)680)8"0)308Q'92)-1)J')0'R"'12'(O
Drs. Henry and Phoebe Khasiala Wakhungu
CA'1')%,(%/%("-51)/%1%2'()8"0)19A885)28)13'9%79-55*)98,("92)-)ST"'148,)-,()U,1J'0V)1'11%8,)J%2A)"1=)-558J%,K)"1)28)0",)
8"0)%('-1)3-12)2A'$)680)1"KK'148,1O)U1),-4/')@',*-,)-,().K-,(-,)9%4L',1)2A'*)J'0')-#5')28)-((0'11)9"52"0-5)98,9'0,1)
-,()3-%,2)-)/'0*)95'-0)3%92"0')680)"1)-#8"2)2A')9A-55',K'1).K-,(-,)9%4L',1)-,()K8/'0,$',2)6-9')(-%5*O
!"#$%&#'($)$#*%+,-.-/
CA'1')',44'1)3-02,'0'()28K'2A'0)28)('1%K,)-,()6",()8"0)308Q'92=)!-5'1)680)!89%-5)+$3-92O)CA'*)308/%('()2A'),'9'11-0*)
#-9GK08",()%,680$-48,)-,()1"335'$',2-5)$-2'0%-51)28)A'53)8"0)K08"3)",('012-,()2A')9A-55',K'1).K-,(-)9%4L',1)6-9'O)
W-9A)4$')J')',98",2'0'()-)1"#12-,4-5)8#12-95'=)J')98,1"52'()2A'1')80K-,%L-48,1)680)K"%(-,9')#-1'()8,)2A'%0)'X%14,K)
0'38021)-,()3-12)'X3'0%',9'1O
0123$,45/#6/(7%15189/+
CA%1),8,Y30872)80K-,%L-48,)('1%K,'()2A')WJ%,K)+++)Z0%,('0)J')1''G)28)%$35'$',2)%,)2A')98",20*)86).K-,(-O)[8$3-2Y
%#5')C'9A,858K%'1)83'0-2'1)-08",()2A')J805()('1%K,%,K)308("921)-,()1*12'$1)28)A'53)2A%0(YJ805(),-48,1)#'98$')$80')
1'56Y1"12-%,%,KO)[8$3-4#5')C'9A,858K%'1)308/%('()308("92)G,8J5'(K')-,()9812)7K"0'1)680)8"0)2'-$)8,)1'/'0-5)899-1%8,1)
2A08"KA8"2)2A')1'$'12'0O
Dr. Rosann Spiro, Paul Belcastro, and Kelley School of Business Faculty
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A'53)-,()2A-2)86)A'0)9855'-K"'1)%,)2A')H-0G'4,K)F'3-02$',2)2A-2)J')1'9"0'()2A'),'9'11-0*)0'18"09'1)28)98$35'2')8"0)
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@*5')H-&A'J1=)H-KK%')H-"2L=)M'11%9-)
H'11%,K'0=)!-0-A)C0"#1A-J=)-,()M8,)N-51A
3. “One Part at a Time”
Executive Summary
Problem
“In Uganda, over 9 million people deal
with food insecurity every day and 5.8
$%55%8,)86)2A'1')3'835')1"]'0)608$)$-5‐
,"20%48,OV) CA%1) R"82'=) 308/%('() #*) 2A')
.K-,(-,) Z8/'0,$',2) %,) ;>?>=) $84‐
/-2'1) 8"0) ",%R"')$-0G'4,K) 35-,=) S,')
^-02)-2)-)C%$'OV)CA%1)35-,)120%/'1)28)$-G')
the Ewing III Grinder, a product previ‐
8"15*)5-",9A'()%,).K-,(-=)$80')-]80(‐
-#5') -,() 98,/',%',2) 680) 2A') 9%4L',1) 86)
.K-,(-O)CA%1)"54$-2'5*)J%55)A'53)-55'/%‐
-2') $-5,"20%48,) 98,9'0,1) -,() 308/%(')
-) $80') ']'94/') ',/%08,$',2) 680) 688()
308("948,O) N%2A) _`a) 86) 9%4L',1) 5%/%,K)
8]) 1"#1%12',9') 6-0$%,K) -58,'=) 2A')$-‐
Q80%2*)86)2A').K-,(-,)383"5-48,)#-0'5*)
produces enough food to feed their
8J,)6-$%5%'1=)5'2)-58,')$-G')-)30872)8])
2A'%0)A-0()5-#80)b.K-,(-)B"0'-")86)!2-‐
41491cO) ) ["00',25*=).K-,(-,1) "1')JA-2‐
'/'0)$'-,1)2A'*)9-,)28)0%1')-#8/')2A'%0)
%$38/'0%1A'()98,(%48,1O)+,)-,)']802)28)
escape the harsh and never ending cycle
of poverty, many women form groups to
1"33802)8,')-,82A'0)7,-,9%-55*)-1)2A'*)
1''G) -]80(-#5'=) ']'94/') -K0%9"52"0-5)
-52'0,-4/'1O)N%2A)2A%1)308#5'$)-2)A-,(=)
2A')WJ%,K)+++)Z0%,('0=)JA',)8]'0'()%,)-,)
-&0-94/'=) -]80(-#5') J-*=) 30'1',21) -,)
833802",%2*) 28) A'53) 2"0,) 2A%1) 308#5'$)
into an opportunity for the Ugandans.
Opportunity
CA') ",6802",-2') 98,(%48,1) %,) .K-,(-)
provide an opportunity to introduce
1%$35') 9A-,K'1) 2A-2) 98"5() 382',4-55*)
A-/')(0-$-49)-]'921)-90811)2A')98",20*O)
If more people have access to the Ewing
+++)Z0%,('0=)2A')0'("948,)%,)4$'),''('()
680) 2A') 688() 30'3-0-48,) 3089'11) J%55)
free its users to engage in income pro‐
("9%,K)-94/%4'1O)CA%1)-((%48,-5)%,98$')
will reduce malnourishment and help
the Ugandan people rise out of their
current impoverishment. As macroeco‐nomic
research indicates, the improve‐
$',2)86)A"$-,)A'-52A)-2)2A')383"5-48,)
5'/'5) %1) 5-0K'5*)('2'0$%,'()#*) 30-949'1)
2A-2)0-%1')2A')R"-5%2*)86)J80G%,K)-,()5%/‐
%,K) ',/%08,$',21) bI",2cO) "0) 185"48,=)
S,')^-02)-2)-)C%$'=V)(8'1)Q"12)2A-2)#*)
%,%4-55*) $-G%,K) 2A') WJ%,K) +++) Z0%,('0)
$80')-]80(-#5')28)$80').K-,(-,1O
Solution
S,')^-02)-2)-)C%$'V)-((0'11'1)2A'1')
G'*)%11"'1)#*)3-02,'0%,K).K-,(-,)
J8$',)K08"31)J%2A)1'5'92):Z1O)CA%1)
partnership helps secure the neces‐
1-0*)7,-,9'1)28)%,208("9')2A')WJ%,K)
III Grinder in select women groups’
/%55-K'1)-,()$80')13'9%79-55*=)0'R"%0'1)
2A'$)28)8,5*)3"09A-1')2A')SC"0,%,K)
B"00V)3-9G-K')-2)-)$"9A)58J'0)30%9'O)
CA'):Z)J%55)3"09A-1')2A')$-%,60-$')
86)2A')K0%,('0)JA%5')2A')SC"0,%,K)B"00V
3-9G-K')J%55)#')3-%()680)#*)2A')J8$',1)
K08"31O) CA"1) 1'/'0-5) K08"31) J%55) A-/')
the necessary part of the grinder for it
28) 3083'05*) 6",948,O) CA') $-%,60-$')
J%55) #') 1280'() -2) -) ,'"20-5) 98$$",%2*)
589-48,O) B*) -55'/%-4,K) 2A') 7,-,9%-5)
#"0(',)35-9'()8,)2A')%,(%/%("-5) 6-$%5*=)
2A')J8$',1)K08"31)J%55)#')-#5')28)1'')
2A')60"%d"5)0'1"521)86)"1%,K)2A')WJ%,K)+++)
Z0%,('0) #'680') 3'018,-55*) %,/'14,K) %,)
2A'%0) 8J,) K0%,('0O) ,9') 2A'1') #','721)
-0')0'98K,%L'()#*)2A')J8$',=)('$-,()
for the grinder will increase and spread
throughout the country, all the while en‐
A-,9%,K)'-9A)6-$%5*e1)R"-5%2*)86)5%6'O)+,)-)
$"54Y3A-1'() %$35'$',2-48,) 120-2'K*=)
%2)%1)8"0)A83')2A-2)S,')^-02)-2)-)C%$'V)
will eventually lead to a more properly
nourished environment for the Ugandan
3'835'O) U) #0%'6) 8/'0/%'J) 86) 8"0) %$35'‐
$',2-48,)120-2'K*)%1)308/%('()#'58JO
Implementation
[Phase 1]‐‐Plan and conduct research on Uganda,
%(',46*%,K)382',4-5):Ze1O
f^A-1') ;gYYZ-%,) 98$$%2$',2) 608$) -) :Z) -,()
%(',46*)-)12-04,K)589-48,O)
f^A-1')hgYYB'K%,)%$35'$',2-48,)J%2A)7012)K0%,('0)
placed in the Gwafu village and sell four turning
#"001)28)J8$',)K08"31)%,)2A')-0'-O)C0-%,%,K)-,()
$-0G'4,K)']8021)#'K%,O
[Phase 4]‐‐Expand program throughout Uganda,
689"1%,K)8,)-((%,K)K0%,('01)28)N'12'0,)-,()[',‐
tral regions to drive demand and awareness.
f^A-1')igYY,9')-('R"-2')('$-,()-,()-J-0','11)
%1) '12-#5%1A'(=) #'K%,) 1A8J9-1%,K) 2A') K0%,('0) -2)
trade expos to sell for personal usage.
1
4. “One Part at a Time” History
Background
Located in southeast Africa, the Repub‐lic
of Uganda borders Sudan, Kenya, Tan‐
L-,%-=)jJ-,(-=)-,()2A')F'$890-49)j'‐
public of Congo (Figure 1). The equator
divides Uganda, yielding a moderately
tropical climate and ample rainfall. The
6'045')18%5)68",()2A08"KA8"2)2A')98",20*)
creates the perfect atmosphere for agri‐culture
to thrive. As a result, agriculture
is the most prominent economic sector,
employing over 80% of the work force
(Uganda: Pearl of Africa Module 2).
Economic Trends
The majority of the country is highly im‐poverished
with a reported 2009 Gross
F8$'149) ^08("92) bZF^c) 3'0) 9-3%2-) 86)
k?=;>>=)1"#12-,4-55*)#'58J)2A').!)5'/'5)
of $46,000 (CIA World Factbook). Over
half of Ugandans live on less than $1.25
a day while 75.6% live on less than $2.00
a day. Furthermore, majority of the pop‐
"5-48,)J80G)-1)1"#1%12',9')6-0$'01O)
Growing only what they need for their
families survival, subsistence farmers
5-9G) 2A') ,'9'11-0*) 4$') -,() 0'18"09'1)
required to develop the means to a bet‐ter
life. Sixty‐nine percent of the popu‐
5-48,) 185'5*) 689"1'1) 8,) 6-0$%,K) Q"12)
enough food to survive. These people
are not equipped with the means to pro‐
("9')'X9'11) K88(1) 28)$-G') -) 382',4-5)
30872) -,() 2A'0'680') #'9-$')12"9G) %,) -)
life cycle of poverty (Wikipedia).
Growth
In 2008, the country experienced a 7%
%,90'-1')%,)ZF^)K08J2A=)('$8,120-4,K)
'98,8$%9) ('/'583$',2) -,() 382',4-5)
progress towards ending poverty. How‐ever,
the service sector accounts for 52%
86)2A'),-48,-5)ZF^=)1"03-11%,K)-K0%9"5‐
2"0')680)2A')7012)4$')%,);>>lO)m'2=)2A%1)
sector only accounts for 9.3% of total
383"5-48,=)JA%5')-K0%9"52"0')98$30%1'1)
n>a)86)2A')282-5)383"5-48,)b.K-,(-)B"‐
0'-")86)!2-1491cO)CA'1'),"$#'01)0'/'-5)
that despite the large number of sub‐sistence
farmers, they provide minimal
98,20%#"48,)28)'98,8$%9)A'-52A)8/'0-55O
Situation Analysis
Market Description
In a land area comparable to the size of
2A')12-2')86)0'K8,=)hhO<)$%55%8,)9%4L',1)
reside in mostly rural under developed
98$$",%4'1O) CA'1') 0"0-5) 98$$",%‐
4'1) -0') 98$$8,) %,) U60%9-,) ,-48,1O) +,)
.K-,(-=) 8,5*) ?;a) 86) 2A') 383"5-48,) %1)
"0#-,=) JA%5') lla) %1) 0"0-5) b.K-,(-) B"‐
0'-") 86) !2-41491cO) CA%1) 5-0K') 3'09',2‐
age of impoverished people in Uganda
leads to numerous other issues which
cripple their quality of life. For exam‐ple,
the Ugandan life expectancy of 53
years is approximately 25 years shorter
than the average American’s lifespan.
Similarly, the infant mortality rate in the
United States is 6.7 per 1000 live births,
while Uganda’s is a staggering 63.7 per
?>>>)5%/')#%02A1)b@%G-6",(-cO)B'9-"1')86)
A-01A) 5%/%,K) 98,(%48,1=) 08"KA5*) A-56) 86)
2A')383"5-48,)%1)",('0)?i)*'-01)86)-K')
and more than a quarter is between the
ages of 15 and 29. Currently, 940,000
.K-,(-,1) 9%4L',1) 5%/') J%2A) I+opU+F!=)
equivalent to 5.4% of all infected adults
worldwide in 2007 (Kaguri).
Gender Roles
Gender roles play a large part in the
98",20*) 86) .K-,(-=) 13'9%79-55*) J%2A%,)
the agricultural sector. Eighty‐one per‐
9',2)86)6'$-5'1)98,4,"')28)J80G)%,)2A')
agriculture sector while 66.5% of males
A-/') $8/'() %,28) 82A'0) 7'5(1O) U9980(‐
ing to a Makerere University student
research team, women are generally
9A-0K'() J%2A) 98$35'4,K) A8"1'A85()
tasks and taking care of the family. Al‐though
Ugandan women generally carry
out the work required to run a home‐
12'-(=)$',)-0')8q',)4$'1)%,)9A-0K')86)
the family’s money. As stated by the stu‐dents,
“‘generally women will be more
devoted than the men in the rural areas
who just love to drink.”
C8)2-G')98,2085)86)2A')1%2"-48,=)J8$',)
in these rural areas start ‘nigiian’ groups,
80)J8$',1)K08"31=)28)#'&'0)$-,-K')2A')
(-*Y28Y(-*)83'0-48,1),'9'11-0*)680)2A')
2
Over half of
Ugandan citizens
live on less than
$1.25 a day.
5. “One Part at a Time” Program
upkeep of their land. Womens groups
are typically comprised of 10‐20 mem‐
#'01) 608$) (%]'0',2) 6-$%5%'1) 2A-2) $''2)
regularly to assist one another with
08"4,')2-1G1)-,()189%-5%L'O)N') 5'-0,'()
from Dr. Henry Wakhungu, an Indiana
.,%/'01%2*)3086'1180)-,(),-4/')@',*-,=)
-,() A%1) J%6'=)F0O)^A8'#')@A-1%-5-)N-G‐
A",K"=) JA8) %1) -) ,-4/') .K-,(-,=) 2A-2)
these groups play a pervasive role in
.K-,(-e1) 9"52"0'=) -,() $"5435') K08"31)
tend to exist in the same area. Our Mak‐
'0'0') 12"(',2) 3-02,'01) 98,70$'() 2A')
presence of womens groups and added
2A-2)2A')K08"31e)30%$-0*)K8-5)%1)-11%14,K)
each other in their struggle to survive in
this subsistent economy.
Market Needs
U52A8"KA)2A')8/'0-55)'98,8$*)98,4,"'1)
to grow in recent years, the bypassed
agriculture sector is in desperate need
for development. Many of the crops
308("9'() $"12) #') K08",() %,28) -) 7,')
powder or paste before they can be
consumed. These major crops include
cassava, sorghum, corn, beans, ground‐nuts,
peanuts, millet, and cornmeal. As
part of their current food procurement
processes, the rural Ugandan women
currently hold a cylindrical stone with
both hands to grind the crops against a
shallow stone or another hard surface.
Women then use force to crush the
grains, moving the stone back and forth
-K-%,12)2A')#8J5)",45)2A')K0-%,1)-0')J'55)
ground. This current grinding process
takes hours of hard labor to produce a
subsistence amount of food.
In a country where over 9 million people
face food insecurity and 5.8 of these
3'835') 1"]'0) 608$) $-5,"20%48,=) 2A'1')
0"0-5) 98$$",%4'1) $"12) 1'9"0') ,'J)
ways to accomplish their agricultural
tasks (observer.ug). An improved grind‐
'0) $8('5) J%55) 13''() 688() 308("948,)
and ease the workload, giving users an
833802",%2*) 28)30872)608$)2A')90'-48,)
86) 'X9'11) 308("92O) U((%48,-55*=) "1'01)
J%55)",98/'0)$80')4$')28)('/82')28)2A')
%$308/'$',2)86)2A'%0)5-,(1)-,()#'&'0‐
ment of their families (Mugalu).
Program Introduction
As discussed, the limited availability of
7,-,9%-5)0'18"09'1)3-%0'()J%2A)-)K','0-5)
5-9G)%,)'("9-48,)-#8"2)A8J)28)-9A%'/')
'98,8$%9)#'&'0$',2)98,4,"'1)28)90%3‐
ple the health of Uganda’s large agricul‐
2"0-5) 383"5-48,O)I8J'/'0=) 2A') 0'%,208‐
("948,) 86) 2A') WJ%,K) +++) K0%,('0) J%55) #')
a turning point in Ugandan society and
'98,8$*=) %6) ']'94/'5*) $-0G'2'() -,()
distributed.
To help make food more widely available
680) 1"]'0%,K) 0"0-5) 9%4L',1=) [8$3-4#5')
C'9A,858K%'1)7012)%,208("9'()2A')WJ%,K)
%,) .K-,(-=) -,() 82A'0) U60%9-,) ,-48,1=)
in 2002. This grinder sought to improve
the current agricultural process that re‐lies
on the grinding stone procedures.
^08("948,) 86) 2A%1) K0%,('0) #*) [8$3-2‐
ible Technologies furthers their mission
“to relieve hunger and poverty in devel‐oping
countries by designing food and
water technologies that are sustainable
and appropriate to local cultures.”
[8$3-4#5')C'9A,858K%'1)%,%4-5)-&'$32)
to distribute their grinder throughout
the 95 available districts of Uganda
failed for many reasons. First and fore‐
$812=) 2A') 8/'0-55) 9812) 86) 2A') WJ%,K) +++)
K0%,('0)A-1),82)#'',)-]80(-#5')680)2A')
people of Uganda. Also, the training nec‐essary
to facilitate proper usage of the
grinder was not carried out, and the few
manuals that were dispersed with pur‐
9A-1'()K0%,('01)J'0')8q',),82)J0%&',)
%,) 2A') 589-5) 5-,K"-K'1) b[C+cO) P80) 2A81')
.K-,(-,)9%4L',1)-#5')28)1"99'116"55*)"1')
their grinders, other reported top com‐
35-%,21)%,95"('(D)-)(%r9"52*)%,)90-,G%,K)
the grinder’s handle, the small capacity
of the grinder, a general concern about
589-4,K) 13-0') 0'35-9'$',2) 3-021)JA',)
,''('(=)-,()-)5-9G)86)-]80(-#%5%2*)12'$‐
ming from the high cost (Nyachwo/AT
.K-,(-)E2(cO)H-,*)0'138,(',21)3-049%‐
3-4,K) %,) 2A') 1"0/'*1) 98,("92'()#*)[C+)
0'R"'12)2A')308("92)28)#')$8280%L'(O
3
7. “One Part at a Time” Strategy
These primary crops include: matooke
(plantain), maize, beans, sweet pota‐
28'1O)H-,*)86)ZJ-6"e1)9%4L',1)185'5*)0'5*)
on subsistence farming and maintain
their own gardens to harvest food for
their families. The fairly small area does
not exceed 150 homesteads. Residents
of Gwafu are part of the Buganda tribe
with Lugandan as the local language.
"0) .K-,(-,) 3-02,'01) 9-,) 98,4,"') 28)
conveniently access and monitor prod‐uct
launch in Gwafu because of its close
proximity to Makerere. These student
partners already discussed Ewing III
plans with several womens groups who
seem both excited and curious about
the grinder’s possibility.
Implementation Strategy
As stated previously, we will start dis‐
20%#"4,K) 2A') K0%,('0) -$8,K) J8$',1)
K08"31=)%,%4-55*)%,)2A')/%55-K')86)ZJ-6"O)
According to the Makerere students,
women are in charge of the daily opera‐
48,1)86)2A'%0)5-,(=)-,()2A'0'680')('9%(')
which crops to grow and meals to pre‐pare.
Due to this lifestyle, women will be
the end users of the grinder, leading us
to choose women as our targeted demo‐graphic.
We realize the grinder remains
too expensive for a single family to pur‐chase
in this early stage, but a womens
K08"3)98,1%14,K)86)?>Y;>)6-$%5%'1)98"5()
$-G')2A')7,-,9%-5)98$$%2$',2)86)k<<O)
NGO Involvement
With hundreds of NGOs in Uganda, we
('/'583'() 13'9%79) 9A-0-92'0%1491) 28)
A'53)2-0K'2)2A')$812)98$3-4#5')80K-,%‐
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K0-$O)CA'1'):Z1)A85()4'1)J%2A)'%2A'0)
the advancement of womens groups or
-K0%9"52"0-5)('/'583$',2O))Uq'0),-008J‐
ing our search we developed a list of a
few NGOs that we felt best suited the
programs needs. Although we have only
5%12'()h)13'9%79):Z1=)2A'0')-0'),"$'0‐
ous others we feel could be successful in
partnering with the womens groups.
1. !"#$%&&'()*+',$'-$./*,0*$1'2#,$),$
%/3)(45643#$*,0$7,8)3',2#,6$9%.1%7:$
partners with women and womens
groups across Uganda to address issues
1"9A) -1) 688() %,1'9"0%4'1) -,() -518) 2A')
advancement of women in agriculture
-,()',/%08,$',2O) ) CA')U.NUW) 13'9%7‐
cally focuses on breaking down gender
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;O);5'<*5$=4,0$-'3$1'2#, accepts let‐ters
from women all over the world who
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nity. Allocated funds go directly to spon‐sor
projects proposed by these women.
As Global Fund for Womens mission
states, “This allows them to seize op‐
3802",%4'1=)0'138,()28)90%1'1=)-,()#"%5()
2A'%0)80K-,%L-48,1OV)
3. >45)?* emphasizes community de‐velopment
and the provision of edu‐
9-48,-5) 833802",%4'1) 28) A'53) 3'835')
%$308/') 2A'%0) 5%/'5%A88(1) bA&3DppJJJO
kulika.org). Headquartered conveniently
%,) @-$3-5-=) @"5%G-) A-1) -) 6"55Y4$') 12-])
86) ;_) 3'835') ('(%9-2'() 28) 9-00*%,K) 8"2)
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1'',)1"99'11)%$35'$',4,K)80K-,%9)986‐
fee growing methods in various rural dis‐tricts
and are open to other new ideas.
Training Program
In the past, training sessions have ex‐isted
to educate the users of the Ewing
III grinder. The sessions consisted of in‐troducing
the product to the consum‐
'01=) -58,K) J%2A) 'X35-,-48,1) -#8"2) 2A')
component parts of the grinder and
how the grinder works. However, even
2A8"KA) 2A') %,680$-48,) J-1) J'55) 30'‐
sented, there were minimal people in at‐
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",95'-0)8,)A8J)2A')$-9A%,'1)6",948,1)
and is maintained.
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3'0-4/') 2A-2) -55) "1'01) -0') '("9-2'()
and knowledgeable about the Ewing III
grinder and how it operates. First, the
training session will be taught by a lo‐
9-5)2'-9A'0)-58,K)J%2A)-)0'30'1',2-4/')
608$) [8$3-4#5') C'9A,858K%'1) bP%K"0')
3). Teachers are highly respected among
5
PLAN OVERVIEW
8. “One Part at a Time” Promotion
the villagers, thus a logical choice. This
will help establish credibility for the
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+,)-((%48,=)2A')%$3802-,9')86),"20%48,)
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the purchasers of the Ewing III grinder,
-,) 83'0-48,) $-,"-5) J%55) #') %,95"('()
with the burr, which will cover all the
$-%,)38%,21)(%19"11'()-,()('$8,120-2‐
'()("0%,K)2A')20-%,%,K)1'11%8,O)CA')$-,‐
"-5)J%55)#')3"#5%1A'()%,)2A')$"5435')5-,‐
K"-K'1)138G',)%,).K-,(-)28)',1"0')2A-2)
-55)2A')"1'01)J%55)#')30879%',2)%,)2A')"1')
of the grinder and if they have any ques‐
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$-,"-5)680)A'53O)N')J%55)%,95"(')-)983*)
86)2A')$-,"-5)%,)2A')$-12'0)#%,('0)G'32)
J%2A)2A')$-%,60-$')86)2A')K0%,('0O)CA%1)
$-12'0)#%,('0)J%55)-518)%,95"(')2A')"1'0)
4$')2-#5'=)JA%9A)J%55)-558J)9880(%,-48,)
-$8,K)2A')J8$',1)K08"31)bP%K"0')<cO
Marketing Plan
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,8)(%120%92)$812)']'94/'5*=)J')$"12)%$‐
35'$',2)-)$-0G'4,K)35-,)2A-2)-((0'11‐
'1) 2A') G'*) #','721) 86) "1%,K) 2A') WJ%,K)
+++=)#"2)(8)18)%,)-)J-*)2A-2)98$35'$',21)
2A'%0) J-*) 86) 5%6'O) [0'-4,K) -) $-0G'4,K)
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.K-,(-)#'9-"1')%2)5-9G1)$-,*)86)2A')$'‐
dia outlets and technological advance‐
$',21) 86) -) $80') ('/'583'() 98",20*O)
Therefore, our plan will concentrate on
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"45%L'() %,) .K-,(-)$812) 60'R"',25*D) 0-‐
(%8=)2'X2)$'11-K%,K=)-,()J80()86)$8"2AO
Radio Advertising
+,)80('0)28)130'-()8,')3'01"-1%/')$'1‐
1-K') 28)$"5435') 3'835') 86).K-,(-=)J')
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$',21) 28) '("9-2') 6-0$'01) -,()J8$',)
K08"31) -#8"2) 2A') #','721) 86) 2A') WJ‐
%,K)+++)Z0%,('0O)U9980(%,K)28)2A')H-G'0‐
ere students, “Messages over local and
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']'94/')#'9-"1')0-(%81)-0')$"9A)$80')
in use than TVs, the newspapers or the
+,'0,'2=) '13'%9-55*) %,) 0"0-5) -0'-1OV) N')
288G) 2A%1) 6''(#-9G) %,28) 98,1%('0-48,)
-,() ('9%('() 2A-2) 2A') 0-(%8) -(/'041'‐
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98,9',20-2'() 8,) 2A') 4$') 1-/%,K) -,()
98,/',%',9') 9A-0-92'0%1491=) 2A') -((%‐
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86)2A')B"K-,(-)20%#')%,)2A')H"G8,8)(%1‐
trict. During a personal interview with
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$",%9-4,K)$'11-K'1)%,),-4/')5-,K"-K‐
'1)J%55)K0-#)2A')-&',48,)86)0'1%(',21)%,)
0"0-5)-0'-1)8,)-)$80')3'018,-5)5'/'5)#*)
1'3-0-4,K) %2) 608$)2A') $-11'1) 86) 82A'0)
-(/'041'$',21)8,)2A')0-(%8O
Text Messaging
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28) 3"01"') 2A')N8$',) 86) .K-,(-) :'2‐
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680$-48,) -,() 98$$",%9-48,) 2'9A,85‐
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9"52"0')'X2',1%8,)J80G'01=)1A83G''3'01)
and school teachers, who are trained
28) (%11'$%,-2') -,() K-2A'0) %,680$-48,)
-#8"2)-K0%9"52"0')"1%,K)$8#%5')3A8,'1V)
bN8$',) 86) .K-,(-) :'2J80GcO) U1) -,)
agricultural tool, the Ewing III Grinder
6
26% of people
in Uganda own a
cell phone.
12. Appendix
Figure 1: Map of Uganda
Figure 2: Cost of parts Produced by CTI
Costs Incurred by CTI Costs Incurred by JBT
Turning Burr $ 17.31 CTI 50% $ 26.68 Shipping Cost $ 26.68
Fixed Burr $ 17.33 JBT 50% $ 26.68 Grinder $ 90.71
Helix $ 7.00 Total $ 53.35 Total $ 117.39
Spiracle Washer $ 3.00
Small Cotter Pins $ 0.15
Large Cotter Pins $ 0.15
Front Bearing $ 5.00 Turning Burr $ 17.31 Cost of Grinder $ 194
Shipping Cost $ 26.68 Shipping Cost $ 9.25 Turning Burr $ (17.31)
Total $ 76.62 Time table $ 2.00
Grinder Manual $ 5.00
Total $ 33.56 Total $ 167.44
Radio Advertising TBD
Text Advertising TBD
Total TBD
Sales Price of Turning Burr
Marketing Costs
Shipping Cost
Sales Price to NGO
Shipping Cost
for Turning Burr $ (9.25)
13. Figure 3: Training Session Outline
1) Introduction to the Ewing III grinder
2) How the grinder operates
3) Dissembling and assembling of the grinder
4) How to clean and maintenance the grinder
5) Nutritional facts and tips for using the grinder
6) Explanation of the time table to be used
7) Run down of the manual for future reference
Figure 4: Time Table
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
8:00‐10:00
10:00‐12:00
12:00‐14:00
14:00‐16:00
16:00‐18:00
Day
T
i
m
e
15. Figure 6: Implementation Break-Even for Customer
Cost of Burr
USD
Hours Spent
Grinding (per
day)
Days Of Grinding
Note: There is a slight rounding error.
Production
(kg/hr)
Total
Output in
Kg
Material Lost due to
Processing
Moisture
Loss
Output
after
Losses (kg)
Amount
For
Personal
Use (kg)
Output To
Sell (kg)
$44.00 5 2.3 5 58.0 5% 1% 54.6 45 9.6
Selling Price
(per/kg)
Revenue (in US
Dollars)
Cost of Raw Material
(per kg)
Packaging
Costs USD
(per kg)
Handling
costs USD
(per kg)
Expenses
$6.75 $64.57 $2.45 $1.50 $0.65 $64.57
Kg of RM purchased
0
Total Cost of Raw
Material
$0.00
Sales $64.57
Variable Cost $20.57
Contribution Margin $44.00
Fixed Cost $44.00
Gross Profit $0.00
‐ Cost of Grinder is just that – the price of a grinder.
‐ Hour Spent Grinding – The average amount of hours spent grinding/day
‐ Days of Grinding – The average/planned amount of days spent grinding a year
‐ Production – Estimate of how many kg can be processed per hours
‐ Total Output – Kgs of product processed through grinder
‐ Material lost – this would be the percentage of material lost
‐ Moisture loss – the percentage of moisture loss which will cause mass of output to change
‐ Output after losses – simply the total output of before minus the losses in material and moisture
‐ Amt for personal use – if person is planning on using some of the product for themselves, they can take it out here
‐ Output to sell – output after losses less amt for personal use
‐ Total Cost of Raw Material ‐ If raw materials are self‐produced there is no cost to be incurred
16. Figure 7: Long Term Break-Even for Customer
Cost of
Grinder USD
Hours Spent
Grinding (per
day)
Days Of Grinding
Note: There is a slight rounding error.
Production
(kg/hr)
Total
Output in
Kg
Material Lost due to
Processing
Moisture
Loss
Output
after
Losses (kg)
Amount
For
Personal
Use (kg)
Output To
Sell (kg)
$194 5 3.7 5 92.7 5% 1% 87.2 45 42.2
Selling Price
(per/kg)
Revenue (in US
Dollars)
Cost of Raw Material
(per kg)
Packaging
Costs USD
(per kg)
Handling
costs USD
(per kg)
Expenses
$6.75 $284.67 $2.45 $1.50 $0.65 $284.67
Kg of RM purchased
0
Total Cost of Raw
Material
$0.00
Sales $284.67
Variable Cost $90.67
Contribution Margin $194.00
Fixed Cost $194.00
Gross Profit $0.00
‐ Cost of Grinder is just that – the price of a grinder.
‐ Hour Spent Grinding – The average amount of hours spent grinding/day
‐ Days of Grinding – The average/planned amount of days spent grinding a year
‐ Production – Estimate of how many kg can be processed per hours
‐ Total Output – Kgs of product processed through grinder
‐ Material lost – this would be the percentage of material lost
‐ Moisture loss – the percentage of moisture loss which will cause mass of output to change
‐ Output after losses – simply the total output of before minus the losses in material and moisture
‐ Amt for personal use – if person is planning on using some of the product for themselves, they can take it out here
‐ Output to sell – output after losses less amt for personal use
‐ Total Cost of Raw Material ‐ If raw materials are self‐produced there is no cost to be incurred
17. Figure 8: Product Comparison Analysis (Excerpt from: Peanut Butter Processing Project Report)
Prices of Similar Products
Product Capacity Retail Price
Ewing Grinder 10 kg/hour $163
Porkert Grinder Not slightly higher than Ewing $42
Locally assembled manual grinder Not available (constantly breaks down) $47
Electric Grinder 36 kg/hour $353
Groundnut Sheller Not available $129
As reported by DMT Consultants in 2005
18. Works Cited
AT Uganda Ltd. Peanut Butter Processing Project. Rep. McKnight Foundation, 2004. Print.
CIA World Factbook-- (https://www.cia.gov/library/publications/the-world-factbook/geos/us.html
Compatible Technology, Inc. (CTI). Uganda Grinder Project Field Notes. Rep. McKnight
Foundation, 2004. Print.
Global Fund for Women. Web. 08 Nov. 2010. < http://www.globalfundforwomen.org>, Phone and Fax.
Hunt, Joseph M. "Global Health Council - Strategies for Improving Nutrition of Children."
Asia Pac J Clin Nutr. Global Health Council - The Voice for Global Health. John Simon
Guggenheim Memorial Foundation Fellow (Nutrition and Economics), 2005. Web. 03
Nov. 2010. <http://www.globalhealth.org/reports/report.php3?id=211>.
Kikafunda, Joyce. "Risk Factors for Early Childhood Malnutrition in Uganda -- Kikafunda Et
Al. 102 (4): E45 -- Pediatrics." Pediatrics | Official Journal of the American Academy
of Pediatrics. American Academy of Pediatrics, Oct. 2008. Web. 03 Nov. 2010
<http://pediatrics.aappublications.org/cgi/content/full/102/4/e45/>.
Kaguri, Twesigye Jackson., and Susan U. Linville. The Price of Stones: Building a School for
My Village. New York: Viking, 2010. Print.
Kulika: Community Development and Education in Uganda. Web. 08 Nov. 2010.
<http://www.kulika.org/index.php?option=com_content&view=article&id=49&Itemid=53.
Makerere Student Team. “Gwafu village images 1,” E-mail. 8 Nov. 2010.
Makerere Student Team. “Gwafu village images 2,” E-mail. 8 Nov. 2010.
Makerere Student Team, “First Question Answers,” Email. 5 Oct. 2010
Makerere Student Team, “Questions,” Email. 8 Nov. 2010
Makerere Student Team, “Second Set of Questions,” Email. 13 Oct. 2010
Mugalu, Moses. "The Observer - Uganda Hunger Fight Derailed, Says Report." The Observer - News,
Analysis, Comment, Business, Lifestyle, Sports and More. 17 Oct. 2010. Web. 08 Nov. 2010.
19. <http://www.observer.ug/index.php?option=com_content&task=view&id=10559&Itemid=59>.
Nyachwo/AT Uganda Ltd., Julian. CTI Grinder Training Workshop. Rep. St. Paul: Compatible
Technologies, 2007. Print.
"Subsistence Agriculture." Wikipedia, the Free Encyclopedia. Web. 08 Nov. 2010.
<http://en.wikipedia.org/wiki/Subsistence_agriculture>.
Uganda Bureau of Statistics (2002), “The 2002 Uganda Population and Housing Census,
Economic Characteristics”, October 2006, Kampala, Uganda.
"Uganda Finance Trust (UFT) | Womens World Banking." Womens World Banking | Investing in Women,
Transforming Lives. Web. 08 Nov. 2010. <http://www.swwb.org/node/194>.
"Uganda: Pearl of Africa Module 2." Kelley School of Business, Bloomington, Indiana. 15 Sept. 2010.
Acara Institute, Lecture.
Wahkungu, Henry and Phoebe Khasiala. Personal interview. 10 Oct. 2010.
