Harvard Case - Esusu: Solving Homelessness Backwards
"Esusu: Solving Homelessness Backwards" Harvard business case study is written by Marco Di Maggio, Emily Williams, Eren Kuzucu. It deals with the challenges in the field of Finance. The case study is 15 page(s) long and it was first published on : Oct 27, 2021
At Fern Fort University, we recommend Esusu prioritize a growth strategy focused on expanding its reach and impact through a combination of financial innovation, strategic partnerships, and technology adoption. This involves leveraging its unique model to create a fintech platform that empowers individuals and communities to build financial resilience and access affordable housing solutions.
2. Background
Esusu is a social enterprise that tackles homelessness by providing a financial safety net for low-income individuals and families. Esusu operates on the principle of 'Esusu,' a traditional rotating savings and credit association common in African communities. This system allows members to pool their resources and access funds for emergencies and financial goals.
The case study focuses on Esusu's founder, Wemimo Abbey, who is seeking to scale the organization's impact while navigating the complexities of the financial landscape. Esusu faces challenges in attracting investors, building trust, and securing funding to expand its operations.
3. Analysis of the Case Study
Financial Analysis:
- Capital Budgeting: Esusu needs to carefully analyze the potential return on investment (ROI) for various expansion projects, considering factors like cost of capital, payback period, and net present value (NPV).
- Financial Forecasting: Esusu should develop robust financial models to forecast future cash flows, revenue growth, and profitability. This will be crucial for attracting investors and securing funding.
- Financial Leverage: Esusu should explore different debt financing options to leverage its existing capital and accelerate growth. However, it's crucial to manage debt levels effectively to avoid financial distress.
- Profitability Ratios: Esusu should track key profitability ratios like gross profit margin, operating margin, and net profit margin to assess the efficiency and effectiveness of its operations.
Strategic Analysis:
- Growth Strategy: Esusu should prioritize a multi-pronged growth strategy that includes expanding its geographic reach, diversifying its product offerings, and leveraging technology to scale its operations.
- Partnerships: Esusu should explore strategic partnerships with organizations like housing authorities, community development financial institutions (CDFIs), and fintech companies to expand its reach and access new markets.
- Technology Adoption: Esusu should invest in technology to automate its processes, improve efficiency, and enhance customer experience. This could include developing a mobile app, integrating with existing financial systems, and utilizing data analytics for better decision-making.
Marketing and Operations:
- Brand Building: Esusu needs to build a strong brand identity and communicate its value proposition effectively to attract both members and investors.
- Customer Acquisition: Esusu should develop targeted marketing strategies to reach its target audience and acquire new members. This could include community outreach programs, partnerships with local organizations, and leveraging social media.
- Operational Efficiency: Esusu should optimize its operations to ensure cost-effectiveness and maximize impact. This could involve streamlining processes, implementing activity-based costing, and leveraging technology to automate tasks.
4. Recommendations
Develop a Fintech Platform: Esusu should build a robust fintech platform that integrates its existing Esusu model with modern financial technology. This platform should offer a range of services, including:
- Digital Savings and Credit: Enable members to contribute and access funds digitally, reducing reliance on physical meetings and improving accessibility.
- Financial Literacy and Education: Provide educational resources and tools to empower members with financial knowledge and decision-making skills.
- Affordable Housing Solutions: Integrate with housing providers to offer members access to affordable housing options and financial assistance programs.
Strategic Partnerships: Esusu should actively seek partnerships with organizations that align with its mission and can provide access to new markets, resources, and expertise. This could include:
- CDFIs and Housing Authorities: Partnering with CDFIs and housing authorities can provide access to funding, resources, and expertise in affordable housing development.
- Fintech Companies: Collaborating with fintech companies can leverage their technology, data analytics, and customer reach to scale Esusu's operations.
- Government Agencies: Esusu should engage with government agencies to advocate for policy changes that support affordable housing and financial inclusion.
Fundraising and Investment Strategy: Esusu should develop a comprehensive fundraising strategy to secure the necessary capital for its growth plans. This could involve:
- Impact Investing: Target impact investors who prioritize social and environmental impact alongside financial returns.
- Venture Capital: Explore opportunities for venture capital funding from firms focused on fintech and social impact.
- Grants and Donations: Seek grants and donations from foundations, corporations, and individuals committed to addressing homelessness and poverty.
Data Analytics and Technology: Esusu should leverage data analytics and technology to improve its operations, enhance customer experience, and measure its impact. This could include:
- Data-Driven Decision Making: Utilize data analytics to identify trends, optimize processes, and tailor services to meet the needs of its members.
- Automated Processes: Leverage technology to automate tasks, streamline operations, and reduce administrative costs.
- Impact Measurement: Develop robust metrics to track and measure the impact of Esusu's programs on its members and communities.
5. Basis of Recommendations
- Core Competencies and Mission: The recommendations align with Esusu's core competencies in financial inclusion and community development, while expanding its reach and impact.
- External Customers and Internal Clients: The proposed fintech platform and partnerships will provide greater value to members and stakeholders, enhancing their financial well-being and access to affordable housing.
- Competitors: Esusu's unique model and focus on community-based solutions differentiate it from traditional financial institutions and other non-profit organizations.
- Attractiveness: The recommendations are expected to generate positive returns on investment, increase profitability, and demonstrate a significant social impact.
6. Conclusion
Esusu has a unique opportunity to become a leading force in addressing homelessness and financial insecurity. By embracing financial innovation, strategic partnerships, and technology adoption, Esusu can scale its impact and create a sustainable model for financial inclusion and affordable housing.
7. Discussion
- Alternative Options: Esusu could consider focusing solely on its existing model, expanding geographically without significant technological advancements. However, this approach may limit its growth potential and impact.
- Risks and Key Assumptions: The success of Esusu's growth strategy depends on several key assumptions, including:
- Market Demand: There is sufficient demand for Esusu's services in the target markets.
- Technology Adoption: Members are willing and able to adopt digital financial solutions.
- Funding Availability: Esusu can secure the necessary funding to implement its growth plans.
- Partnerships: Esusu can successfully establish and maintain strategic partnerships.
8. Next Steps
- Develop a Detailed Business Plan: Esusu should develop a comprehensive business plan outlining its growth strategy, financial projections, and key milestones.
- Pilot the Fintech Platform: Pilot the fintech platform in a limited market to test its functionality, gather feedback, and refine its features.
- Secure Funding: Actively pursue fundraising opportunities from impact investors, venture capitalists, and philanthropic organizations.
- Establish Key Partnerships: Initiate discussions and negotiations with potential partners to establish strategic alliances.
- Monitor and Evaluate: Continuously monitor the progress of the growth strategy and make adjustments as needed to ensure its effectiveness.
By implementing these recommendations, Esusu can leverage its unique model to create a transformative impact on the lives of individuals and communities struggling with homelessness and financial insecurity.
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