Moko: Modern Design That’s Built to Last
Moko is already one of East Africa’s most successful furniture and mattress brands – and still growing fast! They specialize in using recycled and sustainably sourced materials to produce high quality products. With impressive unit economics, a sustainable supply chain, and products that customers love, Moko is ready to scale even further.
70% of mattress sales in Kenya happen through small-scale dukas (referred to as “General Trade” in the industry). In 2022, Moko was ready to bring their brand of affordable high-quality products to this sales channel.
This new channel needed strong business systems; a team of decentralized sales agents will get into trouble quickly if incentivized to offer products on credit without a clear system for how to generate leads, qualify leads, convert, close, and manage clients for repeat orders.
That lack of systems created challenges; when McGovern & Associates began working with this sales channel in January 2023, the channel was about 100,000.0 USD in the red.
Using a combination of human-centered design, field visits, customer interviews, process mapping, and collaborative SOP design, McGovern & Associates created a package of processes, SOPs, trainings, tools, and data systems for each step in the customer experience. We trained the team on the ground and worked with managers to implement the new system.
By March 2023 (a 3 month period) the team had gone from -100,000.0 USD to breakeven and were beginning to bring in net revenue for the first time.
McGovern & Associates would like to thank Moko for the opportunity to support their mission to make quality, affordable sustainable, furniture products the norm in East Africa.