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A Brand Driven Business Opportunity For The

Informal Sector!

THE VISION

THE ‘PHAHAMA PROJECT’ (TRANSLATED - STAND UP), HOLDS OUT THE PROMISE OF “MEASURABLE EMPOWERMENT TO POTENTIALLY THOUSANDS OF

INDIVIDUAL SUBSISTENCE ENTREPRENEURS & SIGNIFICANT PUBLIC AWARENESS THROUGH

BRANDING”.  

• Phahama is not solely a social investment matter but also a mobile, outdoor advertising opportunity.• Sustainable income to drive the project is derived from positioning these

vehicles as ‘Ambient Media Opportunities with heart’.• Through assistance to individuals who choose to work rather than taking

to crime or begging, mini-entrepreneurs are created – known as ‘Operators”.•Cost of assistance is derived via ‘Sponsorship’ through branding.

SOCIAL RESPONSIBILITY

OBVIOUS BENEFITS EXIST FOR ALL CONCERNED ……

BENEFITS TO THE OPERATOR• The loan of a 3 wheel tricycle (Trike) and trailer free of charge, capable of carrying

1,5 m3 of recyclable materials i.e. cardboard, paper, plastics, aluminium and glass.• A branded uniform, cap, gloves and safety shoes and a fluorescent vest to provide

high visibility both day and night, for personal safety as well as that of motorists.• A monthly stipend of R 400,00 per month with a possible increase after 3 months to

R 500,00, dependant on proving his / her reliability• Despite obvious benefits of a fixed income, payment will only be received upon proof

of the operator’s ability to maintain the condition of the vehicle and its branding.• Major repairs to the “Trike” will be done by Phahama’s maintenance team.

•A bank account opened in the operator’s name, with training on the fundamentals of using it.•Operator’s to be taught basic business, literacy, numeracy, craft and life skills wherever possible (by relevant SETA – accredited providers).•Teachers / trainers paid through income generated via branding. •Individual needs assessments by a full-time management structure (recruited from the ranks of unemployed or retired schoolteachers), who will undertake the task of assessing and training

BENEFITS TO THE OPERATOR…

• Phahama trikes are projected to more than doubledouble productivity (and income).•All income from recyclable materials collected, is for the sole benefit, job sole benefit, job

creation and skills development creation and skills development of the operator.• Overall package designed to invest operators with enhanced work skills, job

opportunity, dignity and respect from their community.  

 

BENEFITS TO THE OPERATOR…

NB: At all times it is impressed on the operators that they are self-employed

& that Phahama & the Sponsors are there to assist them & not employ them.

•CSR (Community Social ResponsibilityCommunity Social Responsibility) participation increases.

• Sponsors’ contribution to their BEEBEE standing is increased.

• Sponsors’ CSI (Customer Satisfaction IndexCustomer Satisfaction Index), particularly relevant to environmental conservation and sustainability issues, is augmented.

• 66mm22 of “BRANDING ON THE MOVE”“BRANDING ON THE MOVE”

BENEFITS TO THE SPONSOR

BENEFITS TO THE SPONSOR . . . • The sponsor’s brand is advertised at market related, yet far

more competitive rates, compared with similar out door branding.

• By branding a trike the sponsors have all the aforementioned benefits and yet achieve a cost effective manner of promoting their brand and helping develop job creation and skills for the reclaimers.

• The project is brand driven allowing taxation benefits for the sponsor.

• The project has in the past and will again, get substantial and positive media attention.

FINANCIAL IMPLICATIONS

In order to operate successfully the project requires a substantial back up team, costs to the sponsor include:•R 6 000.00 R 6 000.00 - once-off payment / hire fee (non refundable) for the use of the trike, for the duration of the contract •R 200 / m² – R 1 200,00 R 200 / m² – R 1 200,00 / trike - artwork and printing (sponsor can also arrange own printing if preferred)

•R 3 000.00 R 3 000.00 / trike / month thereafter•All prices exclusive of VAT.exclusive of VAT.

HISTORYA few years ago Phahama undertook a trial run over a 3 month period.100 trikes on the roadSponsored by 6 major corporationsGeneral response received from corporates when approached was very positive. “I think the idea is quite brilliant!”

- Chris Moerdyk -

Many “brilliant ideas” often take a tremendous amount of hard work, financial input and organisation to achieve their ultimate objective.

•Fitting the units with solid rubber wheels was imperative

•A second and emergency brake was fitted to the front wheel

•A total of 3 independent braking systems.

HISTORY . . .On completion of the trial run, the Phahama team were able to establish areas for improvement to ensure project success:

The emergency brake converted into a hand towing mechanism

To encourage maintenance of the unit and branding as well as the training thereof, the monthly stipend proved invaluable.

A fair amount of training was required for the operation of the unit

Allowing operators to take units home proved to be a major plus factor for them, eliminating travel costs to and from recycling depots.

 

HISTORY . . .

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