The butchery business is a lucrative venture that has attracted many small and medium entrepreneurs in Molo town. There is stiff competition in the market as all traders seek to maximize on the pool of available consumers.
Esther Njoroge and her husband William Njoroge run their butcheries in Molo town and Mau summit center. They have had to execute competitive strategies to gain an edge over their competitors. They initially bought meat(mutton) from the slaughter house at $3.80 per kg to sell at $4.50. Buying ready meat is not as profitable as slaughtering own livestock. They sought to increase their profit margins by buying the sheep themselves to reduce wastes and costs on meat and increasing the variety of meats they offer as well as offer complimentary foods to go with the meat. Moto Hope Micro-Lending loaned William Njoroge $500 to meet their aforementioned objectives.
They now buy goats, sheep and cattle on market days in Bomet and Baringo at lower prices due to economies of scale for they budget and buy at least two weeks’ supply. They have attracted more clients as they now sell raw mutton/chevon and beef as well as cooked, and also soup. Esther says she has been able to attract more customers because of theses complimentary services. They maintain strict hygiene standards and sell high quality meat. They are polite, friendly and have built strong relations with their customers over time.
They divide the meat between the two butcheries and in this way are able to each have what their respective customers demand and avoid wastage as well as meet their market equilibrium. They sell at prices in the market range of $4.50 per Kg of mutton/chevon and $3.80 per Kg of beef and have doubled their profit earnings. The soup is on high demand and no bone or skin goes to waste for them. They are now able to pay a worker and also settle all their business expenses.
The $118 yearly license fee had been their major challenge when settling the costs of their business, but they can now comfortably settle it. Their business is currently sustaining their family’s needs as well as enabling them to pay for the Pre-university technical course their son is undertaking as well as the school fees of their other two children. ” Moto Hope Micro-Lending has enabled us to have little life’s comforts by boosting our business.” she says.