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Mission and Vision Statement
Mission: Deliver affordable, culturally relevant chicken meals.
Vision: Dominate Ethiopia’s fast-food market by 2027; expand to East Africa.
Discussion
**Mission and Vision Statement**
### **Mission: Deliver Affordable, Culturally Relevant Chicken Meals**
**Core Principles:**
1. **Affordability for the Masses:**
- Price meals within **3–5% of the average urban Ethiopian’s daily income** (150–250 ETB), ensuring accessibility for students, families, and professionals.
- Leverage **80% locally sourced ingredients** (e.g., Amhara Poultry Farm, Ethiopian spices) to reduce costs and support domestic agriculture.
2. **Cultural Relevance:**
- **Menu Adaptation:** Incorporate beloved Ethiopian flavors like *berbere* (spice blend), *shiro* (chickpea stew), and *injera* (fermented flatbread) into globally inspired formats (e.g., wraps, salads).
- **Halal-Certified:** Adhere to dietary preferences of Ethiopia’s Muslim-majority population.
3. **Community-Centric Operations:**
- Train and employ local youth through partnerships with **Ethiopian TVET institutes**, ensuring fair wages (avg. 4,500 ETB/month for staff).
- Allocate **2% of profits** to fund school meal programs in underserved Addis Ababa neighborhoods.
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### **Vision: Dominate Ethiopia’s Fast-Food Market by 2027; Expand to East Africa**
**Strategic Roadmap:**
1. **Ethiopian Market Dominance (2023–2027):**
- **Market Share Goal:** Capture **15% of Addis Ababa’s QSR sector** by 2025, rising to 30% by 2027.
- **Franchise Expansion:** Launch **10+ locations** across Addis Ababa, Bahir Dar, and Hawassa by 2025, prioritizing high-traffic areas near universities and business hubs.
- **Brand Recognition:** Become synonymous with “quality fast food” through the **“Golf Around the World” campaign**, linking the brand to Ethiopian pride.
2. **East African Expansion (2027–2030):**
- **Target Markets:** Enter Kenya (Nairobi), Tanzania (Dar es Salaam), and Uganda (Kampala) by 2028, leveraging Ethiopia’s cultural influence in the region.
- **Adaptation Strategy:**
- Modify menus to include regional staples (e.g., Kenyan *nyama choma*-style grilled chicken).
- Partner with local suppliers to replicate the **80% local sourcing model**, ensuring cost efficiency.
- **Franchise Partnerships:** Recruit entrepreneurs with deep market knowledge, supported by Boaz’s operational playbooks and training programs.
3. **Long-Term Industry Leadership:**
- **Innovation Hub:** Establish a center in Addis Ababa to develop sustainable packaging and Afro-fusion recipes.
- **Digital Dominance:** Become East Africa’s top-rated QSR app, with **500,000+ users** by 2030.
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### **Alignment with Ethiopian Values**
- **Cultural Pride:** Celebrate Ethiopia’s culinary heritage while modernizing it for fast-food convenience.
- **Economic Inclusion:** Create **500+ jobs** by 2027, prioritizing women and youth in leadership roles.
- **Sustainability Leadership:** Pioneer zero-waste kitchens in East Africa by 2030 through compostable packaging and energy-efficient tech.
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### **Why This Mission & Vision Matter**
- **Fills a Market Gap:** Ethiopia’s fast-food sector is underserved, with limited options balancing affordability, quality, and cultural relevance.
- **Builds National Pride:** Positions Boaz as a homegrown success story challenging global chains like KFC.
- **Scalable Model:** The franchise blueprint is designed for replication across East Africa, where urbanization and youthful demographics mirror Ethiopia’s trends.
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**Prepared for Investor Review | Q4 2023**
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Mission and Vision Statement
*(Expanded for Strategic Clarity and Cultural Alignment)*
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### Mission Statement
*"To empower Ethiopian communities by delivering affordable, high-quality chicken meals that celebrate local flavors, prioritize accessibility, and foster economic growth through inclusive franchising."*
Key Pillars:
1. Affordability:
- Price meals within 5–10% of the daily wage for Addis Ababa’s middle class (150–250 ETB), ensuring accessibility without compromising quality.
2. Cultural Relevance:
- Incorporate Ethiopian staples (e.g., *berbere* spice, injera wraps) and halal-certified recipes to resonate with 95% of the population.
3. Economic Inclusion:
- Source 80% of ingredients domestically (e.g., Amhara Poultry Farm) and create 50+ jobs per franchise location, aligning with Ethiopia’s job creation goals.
4. Quality Assurance:
- Adhere to global food safety standards (HACCP) while using IoT kitchen tech to reduce waste by 15%.
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### Vision Statement
*"To be Ethiopia’s undisputed leader in fast-food chicken by 2027 and a catalyst for East Africa’s QSR revolution, setting benchmarks for affordability, cultural authenticity, and scalable franchising."*
Strategic Targets:
1. Market Dominance in Ethiopia:
- Capture 30% of Addis Ababa’s fast-food chicken market by 2025 through 10+ franchise locations.
- Expand to 3 tier-2 cities (Bahir Dar, Hawassa, Dire Dawa) by 2026, tailoring menus to regional tastes.
2. East African Expansion:
- Enter Kenya and Tanzania by 2028, leveraging Ethiopia’s operational blueprint and PPP-adjusted pricing strategies.
3. Industry Leadership:
- Pioneer eco-friendly practices (biodegradable packaging) and digital innovation (TeleBirr integration) to redefine QSR standards in Africa.
4. Community Impact:
- Allocate 2% of annual profits to fund school meal programs, directly benefiting 5,000+ children by 2030.
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### Alignment with Ethiopian Context
- Purchasing Power Parity (PPP):
- Meals priced at <1.5% of the average monthly income (6,000–15,000 ETB), ensuring affordability for 80% of urban households.
- Cultural Nuance:
- Employ local chefs and “cultural liaisons” to adapt global franchising models to Ethiopian preferences (e.g., coffee ceremonies at flagship locations).
- Policy Synergy:
- Support Ethiopia’s Agricultural Transformation Agenda by sourcing poultry domestically, reducing import reliance.
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### Differentiation from Competitors
| Factor | Boaz Franchise | Global Chains (e.g., KFC) |
|---------------------|----------------------------------------|---------------------------------------|
| Pricing | 199 ETB combos (10% cheaper) | 220–250 ETB combos |
| Local Relevance | Injera wraps, vegan tibs | Standardized global menu |
| Community Impact | 2% profit reinvestment | Limited local CSR initiatives |
| Scalability | Low-cost franchise model ($30k/location)| High upfront investment ($500k+) |
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### Guiding Principles
1. “One Birr, One Meal”:
- Ensure no customer spends more than 250 ETB for a filling meal (equivalent to 2.5kg of teff flour).
2. Franchisee Empowerment:
- Offer microloans to Ethiopian entrepreneurs via partnerships with Commercial Bank of Ethiopia.
3. Transparency:
- Publish annual PPP-adjusted pricing audits to maintain trust.
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This refined mission and vision anchor the franchise in Ethiopia’s socioeconomic fabric while providing a clear roadmap for regional dominance. By tying affordability to local purchasing power and embedding cultural authenticity into every operational layer, Boaz Trading PLC positions itself as both a business and a community ally.