04/08/2023 Slide 1

Introduction to KenCallDecember 2010

Eric Nesbitt, COO, Kenya

• Bachelor in Technology and Management from Cranfield University (UK)

• Former Managing Director of Consolidated Warehouses Ltd., Foursquare Logistics Ltd.

• 12 years extensive leadership and diverse entrepreneurial experience

Steve Liggins, CFO, USA

• MBA from London Business School (UK), Bachelor from University of New York (US)

• Retired Head of Bank One New York Office

• 25 years banking industry experience• 4 years experience in Kenya at First

Chicago (later First American) Bank

Roger Hunwicks, CIO, Kenya

• Bachelor in Mathematics from Oxford University

• 16 Years of experience in the field of Software Development, System Adminstration and Network Management

• Former Group Software Development Manager at Software Technologies Ltd

Nicolas Nesbitt, CEO, Kenya

• MBA from Stanford (US), Masters and Bachelor from Dartmouth (US)

• Former Consultant of The Boston Consulting Group

• Former Vice President Qwest Communications - $1bn responsibility

• Former Sales Executive at different US companies

• Co-founder of Market Race LLC

The Management Team

Slide 2

KenCall Delivers a Comprehensive Set of Services

Slide 3

Relationship Management

Call Center Services BPO

Customer Care Customer Activation Customer Retention Customer Acquisition Cross-selling/ Up selling

Inbound Sales Outbound Sales Customer service Tech support Help Desk support Lead generation Market surveys Incident Reporting

Voice Transcription Data entry Database clean up Word processing Email management

Key To Success Is Our Intense Focus On Managing The Basics...

Slide 4

Recruiting Training and incubation Production management Quality monitoring

Redundancy IT support Network

monitoring Physical and

logical security

Business analysis

Reporting and escalation

On site client hosting

Constant reviews

QualityReliabilityFocusEffectivenes

sSpeed

Client ManagementInfrastructure Management

People Management

KenCall Staffs for Success

• Anglicized accents• High service oriented

culture

• All staff have university degrees or diploma level.

• Multi cultural and multi lingual.

• Technically capabilities. • Broad knowledge of international geography, history and culture

• Motivated employees, eager to learn

• All employees expect to work hard.

• Embedded in culture

.

• Positions are challenging • Large labor pool and jobs are scarce

• Extensive investment in education and training

Highly Educated Staff.

Pleasant PhoneEtiquette

High Retention Rates

Strong work Ethic

Slide 5

Some of KenCall‘sPast and Present Clients

Confidential Slide 6

...Strong Believers...

Slide 7

April 2007, Nairobi

Has received anEquity investment from

...Received Powerful Endorsements...

Slide 8

“KenCall is one of the reasons the Kenyan economy grew over 6% last year.”

Thomas Friedman (Author of “The World is Flat”) in the New York Times

…Internationally Renowned Awards…

Slide 9

...And Attention From Leading Institutions Around The World

Slide 10

• Harvard Business School Professor Dan Isenberg spent extensive time in Nairobi to study the company.

• The case is now taught to second year students of the Harvard Business School MBA program in its International Entrepreneurship Class.

• MIT MBA School has also written a case study on KenCall for its Finance students

Problem statement and opportunity areas

Problem Opportunity

• The typical rural family is solely dependent on its farm’s yield

• Farms are inefficient

• Limited access to essential information

• High reliance on traditional practices

• Huge gap between cutting-edge and traditional agricultural practices

• Rapid increase in mobile phone penetration in sub-Saharan Africa

• The majority of rural households have access to mobile phones

• Air time prices are decreasing

• Call centers now allow two-way information flow

• Enormous potential to grow the BPO sector in Kenya

Farms are traditional and inefficient Advanced advice is now only a phone call away

Solution

Farmer Expert Content Partners

CRM – customer management system

CMS – content management system

Content assessment

Access expert advice via mobile

phone

MA in agriculture, 2-3 years of field

experience

• Agricultural know-how• Efficient agricultural

practices• Value chain information

• KARI• Infonet

Biovision• aWHERE• ACDI Voca

• Leverage BPO infrastructure and IT systems to provide real-time access to expert advice and multiple line support.

• Deliver service more efficiently than traditional face-to-face methods: anytime availability, quality assurance of content and delivery systems.

• Complement and enhance “extension services”

Progress overview

04/08/2023 Slide 14

• Set-up the project and operations successfully

• Launch the service

• Collect feedback from user groups

• 10,000 farmers have used the service (Actual: 7,857 registrations, 7,028 questions)

• Gain a better understanding of the questions/ products demanded from farmers

Sept 09 Dec 09 Apr 10 Aug10 Mar11

Objective:Design and establish a mobile phone, voice-based farmer Helpline to deliver agriculture and climate information to Kenyan smallholder farmers, enabling them to make more informed decisions through the farming lifecycle

Phase 1: Setup and Go-live

Phase 2: Testing

Phase 3: Pilot

Phase 4: Launch

Milestones:

Phase 5: Sustainability

Nov 25

• 20,000 farmers registered, 25,000 questions raised (Actual: 20,184 subscribers, 27,783 questions)

• Gain a better understanding of in-demand questions/ products for launch stage

• Set-up operations for launch stage

• 25,000 farmers registered.

• 37,000 questions raised

• Test of commercialisation concept

• Long-term sustainable business model

• Business plan for the next year of operations (proposed)

Almost 25,000 Farmers Registered

04/08/2023 Slide 15

Phase 1 & 2: Set up and Test Phase 3: Pilot Phase 4: Launch

Oct- Jan Feb March April May June July August September October November0

5000

10000

15000

20000

25000

30000

7481903

4730

8639

12235

15534

18524

2125222802

23623 24111

Almost 37,000 Questions captured

04/08/2023 Slide 16

Phase 1 & 2: Set up and Test Phase 3: Pilot Phase 4: Launch

Oct- Jan Feb March April May June July August September October November0

5000

10000

15000

20000

25000

30000

35000

40000

590 1282

4000

8984

13861

20481

25231

29641

35890 36100 36700

Achievements: Identified profile of the customer :

• A male farmer with a household size of less than 5 people. • His farm is small – no more than 2 acres. • He grows cereals and has livestock on his farm.

Slide 1704/08/2023

Our Farmer’s Profile

55% of farmers with a total cultivated land size of 2ac or less

0-2 ac

2-4 ac

5-7 ac

7-10 ac

10 ac+

69% of registered farmers are male

Male

Femal

e

Distribution location of our farmers

04/08/2023 Slide 18

7%

8%

35%

36%12%

0%

1%

1%

What our farmers are asking?

04/08/2023 Slide 19

Animal34%

Crop65%

General1%

Disease and

Pests35%

Hus-bandry

48%

Other16% Disease

and Pests35%

Hus-bandry

46%

Other19%

CropsAnimals

What else are the farmers asking about?

04/08/2023 Slide 20

Crops as primary farming activity generate most questions on marketing Three main areas of questions

Credit(18% of total)

Strategic Marketing(19% of total)

Inputs and Prices(63%)

• Where to access credit options

• Credit options

• General more strategic advice on how to do marketing

• Where to sell/where to buy

• What prices and where• Where and how to get the Inputs

An-ima

l34%

Crop65%

General1%

• Repeat usage. Percentage of regular users increased from 5,5% to 12,5%.

• Turn-around time. Percentage of questions answered real-time increased from 53% to 87%.

• Inbound/outbound calls ration increased from 0,45 to 0,79.

Subscribers who asked

n number of questions:

Slide 2104/08/2023

Quality KPIs.

1 2 3 4 5 6 7 +0

2000

4000

6000

8000

10000

12000

14000

16000

1800016402

9485

4912

2601

1012 8822211

The Value Chain: “How Does The Money Flow?”

Farmers nationwide

Free Advice• Crops• Animals• Weather• Market Price

Research• Surveys• Research• Database

cleanup

Promotion• Referrals• Appointments• Sales

CRM

Experts Marketing Agents

CMS

$$

“mKilimo”

Government/ Donors

• KARI• Min. of Ag• Donors• Cross Subsidy

from M-Kilimo

$$Commercial Input &Service providers

• Fertilizers• Pumps• Seeds

• Banks • Insurance• MFI’s• Marketing• Media

• NGO’s• Donors• Government• Research

Companies

$ $$ $

Potential of Sustainability through Government Support

04/08/2023 Slide 23

• Rockefeller has “patient capital” and will continue to support this project, but needs help in ensuring economic sustainability (with government and private sector)

• How this service can benefit the government:

1. Stabilize and ensure food security (“public good” component)2. Facilitate development of local skills and organizations and links with other

programs and institutions 3. Transfer new technologies to farmers and rural people4. Address problems of diverse groups of rural people, including commercial

farmers, women, resource poor farmers, youth, and non-farm populations5. Address public interest issues in rural areas:

• resource conservation• health and food security monitoring• disease and pest monitoring and control• agricultural production monitoring • food safety, nutrition and family education• Youth development

Areas of improvement

• Focus on increasing size of database • to make it more attractive to the “Big Wigs” of agriculture

• Product Development • Introduce a “training” arm to M-Kilimo. Utilize experts to create

“training” sessions for farmers on entrepreneurship, farm management, loan management and increasing farm productivity.

• Test other forms of marketing• Television Advertising• Banner Advertising• Push further on Word of Mouth advertising.

04/08/2023 Slide 24

Vision: Future Growth Areas

1. Facilitate development of local skills and organizations and links with other programs and institutions

2. Transfer new technologies to farmers and rural people

3. Address problems of diverse groups of rural people, including commercial farmers, women, resource poor farmers, youth, and non-farm populations

4. Address public interest issues in rural areas: • resource conservation• health and food security monitoring• agricultural production monitoring • food safety, nutrition and family education• Youth development

04/08/2023 Slide 25

Vision: Other countries have expressed a huge interest

04/08/2023 Slide 26

Rwanda

Uganda

Ghana

Vision: Revolutionize the agriculture sector in Africa through technology

04/08/2023 Slide 27

• Input companies• Banks & MFI’s• Agri- Partners

• Research Institutions• Governments

• Insurance• Supermarkets

• Hotels• Pharmaceuticals

• Transport

ETC