Mguni has highlighted a genuine problem, which concerns not only the poultry industry but also many other small-scale businesses in Botswana.
I would suggest to Mguni to consider collective or co-operative business strategies. If he and a few others in the same business could take the initiative, you could challenge any one in the industry.
The first mistake that is committed by every self-employment venturing Motswana is they try to get into businesses independently. Single-handedly, you cannot compete with anyone.
Consider this proposal to start with. Five to 10 poultry owners get together and form one marketing company and sell their products under one brand name. Use a small percentage of your sales to run this company. This company could help you sell and control the prices in the market. It could also help you in the key factor of marketing and advertising.
Eventually, let all the small-scale poultry owners in and around Francistown join the company. In this way no one has the edge over each other. Everyone gets the same value for his or her produce. All members will have proper access to information on supply and demand and plan their production.
There are many other advantages in working collectively, which among them is opening your own hatchery, purchasing bulk feed at reduced rate for all members, exporting excess produce to neighboring countries and setting up a bulk storage facility during excess production and distribution.
These are just some of the advantages. One could write a full-scale report, but the first step is always the most difficult. If you want to survive, do something starting today or else wither away tomorrow.
The above-mentioned proposal is not just a theory but also a proven success story. Anand Diaries in western India is today one of the largest co-operatives in the world. Their promise to have milk flowing in taps is today a dream come true.
They have given Cadbury and Nestle a run for their money in India. What initiated and motivated them was the same problem you are facing today.
Mr. Mguni, if you think small you will always remain a “small man”, but if you think big the whole world is your market.
A. Joseph
Marketing Consultant
Gaborone
