2

Agenda

• Enterprise and accountability at the Bottom of the Pyramid’ (BoP)

• Original Research gaps

• Research objectives

• Original Research Questions

• Secondary research

• Cases Study

• Research Process

• Revised Research Questions

• Revised Research Gap

• Research Design and Short Term Plan

3

A. Bottom of the Pyramid

Enterprises

4

B. Comparative accountability

(Ritchie and Richardson, 2000)

5

Core Research Gaps

6

Research Objectives

7

8

Case study “e-masary”

Value

proposition

Products &

services

Partnership and

Participation

A) MFI Services Bundle ( including MFI Mobiliser

hosted service and MFI micro-entrepreneurship

program)

B) Masary eTop-up (Hawa) Service

C) Masary Branchless Banking services

D) Masary Cash Collection Services

E) Masary Cashless Community Service

F) Masary eGovernment Services

G) Masary Enterprise Wallet

H) Masary e-Loyalty Service

I) Masary Mobile Handheld Services

J) Masary eVoucher Service

K) Masary Pay by Masary Online

L) Masary El-Khair (Charity and Donations)

M) Masary Payment Services for Corporate

Mobile network providers:

*4 mobile telecoms in Egypt (Vodafone,

mobinil, etisalat, el-zero)

NGO MFIs

8 NGO MFI

Governmental organizations:

Egyptian Ministry of social solidarity

Egyptian Financial supervisory authority

9

Economic objectives

*e-masary’s: 10 m annual profit

*Accessing new markets in the rural areas in Egypt [low income people].

* sustainable market and brand name for e-masary

Supply chain Geographical foot print

Mobile telecoms Covers 8 governorates

Microenterprises

MFIs

Value

constellation

Social Objectives

*Creating Job Opportunities and microenterprises for the poor Egyptians.

*Skills Training for micro-entrepreneurs (capacity building).

*cheap microcredit using mobile telecommunication services (banking the unbanked)

*Consumer education on how to use mobile microfinance services.

*Automating MFIs

10

11

Expected contribution

12

Extra readings: -Cengiz Erol, Radi El-Bdour, (1989) "Attitudes, Behaviour, and Patronage Factors of Bank Customers

towards Islamic Banks", International Journal of Bank Marketing, Vol. 7 Iss: 6, pp.31 – 37.

-Chavan, A., S. Arora, et al. (2009). How Mobile Money Can Drive Financial Inclusion for Women at the

Bottom of the Pyramid (BOP) in Indian Urban Centers Apala. Internationalization, Design and global

development. N. Aykin, Springer-Verlag Berlin Heidelberg.

-Copestake, J. (2007). "Mainstreaming Microfinance: Social Performance Management or Mission Drift?"

World Development 35(10): 1721-1738.

-Costa, V., H. Makhlouf, et al. (2010). Women’s Empowerment through Islamic Microfinance in Egypt.

Global Development Goals & International Cooperation. Available at:

http://www.ceistorvergata.it/Public/files/mesci/file/ColonnaDX/Women%E2%80%99s%20Empowerment%

20through%20Islamic%20Microfinance%20in%20Egypt%20COSTA%20MAKHLOUF%20MAZAUD.pdf

[Accessed in 20 Nov 2010]

-Elyachar, J. (2010). "Phatic labor, infrastructure, and the question of empowerment in Cairo." American

Ethnologist 37(3): 452-464.

-Goldberg, N. (2005). Measuring the impact of microfinance: taking stock of what we know, Grameen

Foundation, Washington, DC.

-Jessica, M. and R. Richard (2006). "Community-managed loan funds: which ones work?" Small Enterprise

Development 17(3): 13-27.