Inaugural Trend Forecasting Round Table

22 July 2016 I #KeshoLeo

Contents Objectives Trends opportunities

Objectives To prepare us to be relevant for the

marketplace of the future

What is Trend Forecasting

trend |trend|nouna general direction in which something is developing or changing: an upward trend in sales and profit margins.• a fashion: the latest trends in modern dance.

What is Trend Forecasting

verb [ no obj. ]

1 change or develop in a general direction: unemployment has been trending upward.

• (be trending) (of a topic) be or be becoming popular on a news or social media website: a certain rehab regular is trending once again | (as adj. trending) : today's top trending topics.

2 (especially of geographical features) bend or turn away in a specified direction: the Richelieu River trends northward to Lake Champlain.

What is Trend Forecasting

ORIGIN Old English trendan ‘revolve, rotate,’ of Germanic origin; compare with

trundle. The verb sense ‘turn in a specified direction’ dates from the late 16th cent. and gave rise to the figurative use ‘assume a general tendency’ in the mid 19th cent., a development paralleled in the noun.

How it works

Economic Survey 2015What the Government Said Would happen Globally, most developed and developing economies are projected to

experience improved growths in 2015. Subsequently, the world trade is expected to grow by 4.5 per cent

compared to a growth of 3.0 per cent during the year. Oil prices are projected to remain subdued throughout the year due to possibilities of sustained oversupply as Iran and Libya add to the current output after improved political environment.

Based on these projections, the global economic prospects for 2015 is therefore bright with world real GDP projected to grow at 3.5 per cent in 2015 subject to continued recovery from the global financial crisis.

This is expected to impact positively to Kenya’s economic growth.

Economic Survey 2015What the Government Said Would happen

The country experienced depressed rainfall during first quarter of 2015 while weather forecast points to a possibility of insufficient long rains in parts of the country.

Performance of the agriculture sector is therefore likely to remain close to the 2014 level due to its over-reliance on rain fed water.

On average, electricity prices might fall slightly in 2015 due to increased share of geothermal electricity generation.

Economic Survey 2015What the Government Said Would happen

Inflation is projected to ease in 2015 supported by lower prices of oil and electricity. Improved external environment and a sustained strong internal demand are likely to favour growths in many sectors of the economy this year.

The ratio of current account to GDP is expected to remain close to the level of 2014.

The Government fiscal policies in the 2015/16 national budget will focus on re-orientation of expenditure from recurrent to development while private sector investment is anticipated to remain vibrant.

Other macroeconomic indicators are projected to remain stable and supportive of growth in 2015.

What actually happenedBased on what you experienced

What opportunities did 2015 offer? What opportunities could/should have been

tapped? What did we spend money on

2015 Forecasted Trends as predicted by

TrendHunter.comhttps://www.youtube.com/watch?v=XeEgcS6LejM

Are they right? Was there any trend that

TrendHunter.com predicted that actually affected you in 2015?

2016 Forecasted TrendsWhat TrendHunter.com Says will happen

https://www.youtube.com/watch?v=r1Uz53VYm_w

Are they right?What opportunities do you think 2016 Q4 (Sept-

Dec) will offer What do you think you will spend money on

What opportunities must we tap into

Feedback from the Round Table

Q4 2016 offers numerous opportunities; the following are low hanging fruit

Sector Opportunity Idea

Education

Schools will be closed for two months from November to December. Any idea to keep children engaged and upskilled in a safe environment will be welcome

A 3 wk camp with exciting activities including: BYSS Jr - with Yafesi/ Photography with Pau/ MasterChef Jr. with Sharon / Secure homes with EveMinet / DIY Farming -Sylvia's Basket / TechKids - with Chris Mukuria & Muraya / Advertising 101 with Bugz / Driving School etc

Financial

Financial institutions should craft packages to help people keep their money away to overcome unnecessary spending or alternatively offer packages to enhance borrowing that will help individuals cross (over) the long festive season

Lock&Lock offer to keep your finances under lock & key until Jan 3rd for School Fees /Rent / Fuel & Living Expenses

DrivingMkopo to be realized in partnership with MPESA or another banking institution

RetailHolidays will start from October. Retailers need to package offers that will appeal & capitalize on competition either online or offline

BlackFriday Mall Activations / Christmas / New year

Politics

the campaign season will offer various opportunities as well as challenges. Businesses will take extra pre-caution whereas individuals will require 'safe entertainment'

A huge opportunity to capitalize on sharing information on security / campaign activities and politicians

Tourism

Everyone wants to know where to go that's new this year. They want to be told why to go there and how to save up for it plus how their children will be taken care of

Partnership with Hotels to create packages that take advantage of the long holiday season for kids. Generate content as a personal concierge to share cool places to visit

General Findings Opportunity Idea

Content

People are looking for information on what to do & how to do it. Videos on any topic about food / drink / fashion / travel sport will be subscribed to

Short videos shared on YouTube are great! If they can be commissioned for a Magazine that would go on TV that would be Awesome

Short Attention Span

Any activity needs to be multi faceted

Live gaming to be considered as a source of entertainment for adults & kids

Security Concerns

Most people will appreciate information to help them / families stay secure

Without being alarmist - share useful information about how to be safe over the holiday season / teach your children safety / protect your children from online predators (Opportunity for DaveInt / EveMinet)

New Year

In Kenya, very few activities except Fireworks are available over the New Year. There's an opportunity to capitalize on content generation for people to experience the new year creatively

partner with malls & media houses to create activities for the entire Festive Season starting October to January 2017

Participant Contact Email Online Presence Works At other

Ruth Njeri 0774314817 ruthgich@gmail.com @RuthGich

Automobile Association of Kenya

Sharon Nderitu 0723486484 sharon_wambui@yahoo.c

om.au@sharonnderitu

Otheo Interior Designers

Queendom.world

Eve 0728949094 info@eveminet.co.ke @Eveminet_Ke EveMinet

EveMinet.co.ke

Martin Muraya 0724213205 Martin@daveint.co.ke @MurayaKamau http://deveint.com/ @Deveint

Paul Gitari0721678828 paul.karingithi@brandspa

rk.co.ke@bugzville58 Brand Spark Advertising

Yafesi Musoke0722421961

yafesi.musoke@gmail.com @Yafesi_Musoke

Kubamba Radio / Because You Said So

Mawia Kyalo 0725718056 kyamary@gmail.com @MawiaKyalo Brand Spark Elanora

Mary Gitari0722224972 mary.gitari@brandspark.c

o.ke@MaryMGitari Brand Spark PR