Kamunasal’s willingness to build a brand and keep it formal looks like a joke to me. Trying to be formal in Cambodia it’s like trying to keep dust out from a hut in the dessert…it just doesn’t work!
Instead of considering the informal way of doing business in Cambodia as an additional burden, man should look at them as opportunities. The charging mobile service in Africa, and the second life of mobile phones in (China?) thanks to people’s creative mind are great examples to get inspired from.
Kamunasal should not worry that much about being formal, but more about reaching the people and selling products. The pilot phase so far is not encouraging, with almost zero sales. It seems that something has to change…
Koky Market, where Kamunasal is located in, serves more like a wholesales’ market, where little vendors can supply all the necessary products for their shops and less like a retail market. Kamunasal instead of following their examples to reach the rural population chose the tough way; waiting people to come to the shop…Like we say in Greece, when the mountain does not go to Moameth, Moameth has to go to the mountain.
Hence supplying a local vendor in a rural village with Kamunasal’s products looks like a good solution… The micro entrepreneur, who already goes everyday to the Koky Market for supplies, will also go to the Kamunasal shop for more supplies. This way the micro entrepreneur can increase his/her income, while Kamunasal can reach the rural population more effectively. To retain some level of formality, Kamunasal can train the local people on the basics (to sell a solar lamp and not a home solar system) and try to build a trustful relationship with them.
At the same time, if Kamunasal wants to expand from the Kandal province, which at the moment looks impossible, it would be wiser to look for a partnership with a NGO. NGOs have the funds and the capacity to reach a lot of people, very fast. Selling Kamworks products or the Kamunasal idea to a NGO could prove a good idea.
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