SolarAid & SunnyMoney
After dark, 90% of the rural population in Africa have no light except from expensive and toxic sources such as kerosene or candles. The UK charity SolarAid and social enterprise, SunnyMoney are on a mission to sell solar lighting to eradicate kerosene throughout Africa. Benefits of solar lighting such as cost savings, better health and increased study time had low awareness. There wasn’t a functional website or sales collateral. SunnyMoney products were confused with low quality solar lights. The sales model of selling in partnership with schools, needed to scale faster. Cindy Kerr led marketing and sales channel development from 2013 - 2015.
The Work
Scaled sales efforts and improved demonstrations of solar lights to schools and communities
Expanded the product range to include lights with mobile phone charging and home systems
Created PR initiatives with national newspaper, TV and radio
Improved website and online presence to reach more buyers and agents
The Results
SunnyMoney became the largest distributor of solar lights impacting 10 million people across five countries
Developed strategic partnerships and co-marketing deals with $500k revenue
Achieved global awareness throughout Africa on TV, radio, print and online that increased sales
Piloted and operationalized a new agent sales channel that resulted in 40% of sales