Presentation to the International Society for Neglected Tropical Diseases - 12 Feb 2013

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

ColaLife – ISNTD, London 12 February 2013, London

The business model

2

The product

Our starting points

1

Where we are now

4

What next?

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Private sector partners

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• 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?

The business model

The product

Our starting points

1

Where we are now What next?


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4 5


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

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

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If we can get fast moving consumer goods to remote rural areas, why can’t we do the same thing for essential medicines?

1Remote rural retail shop, Kalomo District, Zambia

Drug store room, Tiriri Health Centre, Katine, Uganda

The vision

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.

The practice (so far)1

The business modelOur starting points



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The product

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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.

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Kit Yamoyo assembly at Pharmanova in Lusaka, Zambia.

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

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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.

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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.

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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.

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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.

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

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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.

2

Where are the Kit Yamoyos?25 January 2013

2Lusaka stock

9,100Wholesaler stock

6,920

Purchased by retailers

13,730106 per day

Kits manufactured

29,750

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.

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The product

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The ColaLife private sector partners

The business model

The product

Our starting points



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

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4• Attractive• 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

http://youtu.be/C9w1IN2Gq0c




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The product

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Dec 2011

We are here

The trial timeline

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The product

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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.

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Contact informationSimon Berryproject manager | ColaLife Operational Trial Zambia (COTZ)founder and ceo | ColaLifem +260 (0)9755 72175e [email protected] sxberryw http://colalife.orgb http://colalife.org/blogl COTZ project office http://colalife.org/map

Photo creditsMenu slides: Option 2 – Elias Lungu; Option 4 – Simon Berry with graphic design by Guy Godfree; Option 6 – Claire WardSlide 9: Katine image – The GuardianSlide 10: Coca-Cola crate – Simon Berry; Retailer – Charlotte MwanzaSlide 12, 29 and this slide: Kit Yamoyo inset – Simon Berry with graphic design by Guy GodfreeSlide 17: Elias LunguSlide 19 and 20 – Claire WardSlide 24 and 27: Wholesaler – Rohit Ramchandani; Retailer – Elias LunguSlide 29: Albert SakaAll others – Simon Berry

Presentation to the International Society for Neglected Tropical Diseases - 12 Feb 2013

Health & Medicine

Transcript of Presentation to the International Society for Neglected Tropical Diseases - 12 Feb 2013