Money-making opportunities in thriving ‘sambaza’ economy

Africa has a strong tradition of community and sharing. People would join hands to build a house for one of their own until everyone had one.

In Kenya, there is the harambee spirit where people organise fund-raising events to address a cause or help a brother. There are also many investment and merry-go-round groups popularly referred to as chamas. Add to this the thriving co-operative movement.

Smokers, especially in the lower social class, usually share a cigarette. In many ways we are always sharing something.

Recently, businesses and governments have intensified efforts to leverage on this trait. The government has the Nyumba Kumi initiative that encourages tenants to know their neighbours for security reasons.

Safaricom has also leveraged on this with their airtime sharing function called sambaza and M-Pesa mobile money (which I consider the greatest income redistribution or reduction innovation of all times).

Uber – the new taxi success story known for its sharing model – has also launched in Kenya.

While many business opportunities are presented by this phenomenon, many are yet to strategise on how to reap from it. Those who have done so include banks such as Chase Bank, which sponsored a chama awards, meaning they are targeting organised groups.

Kenya Power had a community electrification programme dubbed Umeme Pamoja, where communities without electricity would apply for connection in groups.

The recently launched “Share A Coke” campaign solidifies Coca-Cola’s heritage in bringing people together to create happiness. According to company sources, the brand is inviting people to have fun looking for their names while coming together to share a Coke.

As highlighted in a past article, a brand should do more than its function. With this campaign, the brand will provide special moments of happiness to the consumers that can define their lives.

According to the company’s country manager Nick Mruttu, these moments or occasions can be grand or intimate, shared or personal, fleeting or even unassuming at times. Coke brand manager Mona Karingi said they will roll out experiential campaigns allowing consumers to see the names they want printed on cans or bottles in real time or virtually.

The dog in the Coke ad is over-excited to see its name, Simba, printed on a Coke bottle. By swapping the iconic Coca-Cola logo with personal names, the brand has acknowledged its real owner, the consumer.

The business lesson from the campaign is that the sharing economy presents enormous opportunity for income growth, both personal and business.

Listia, a company that bases its business on this concept, states that the sharing economy is valued at $26 billion and it is growing. It adds that some of this is sitting in your house in unused items – be it videos you have already watched, jewellery, clothing, shoes and old newspapers. All you need to do is share them and make money.

Title deeds

The campaign has also inspired religious and investment lessons. There are social media messages to that effect. One is by church that states: your name could be on a Coke bottle, but is it in the book of life?

The other one: you are keen to have your name on a Coke bottle while your friends are busy having theirs on title deeds and share certificates. Where do you want your name to be? 

The writer is the marketing director of SBO Research. E-mail: [email protected], Twitter @bngahu