Usalama is different from other applications, since Usalama functionality is not limited to a panic button. Most of the applications only act as a panic button that send a distress call to your family and friends. Usalama however not only links you to the emergency service providers but also monitors and tracks a user when they trigger a distress call which can especially be useful for a moving target. In addition to this Usalama also has some innovative features like volume down to trigger distress, shake device to open, timer and walk with me which create alternatives for varying situations that require emergency communication and reporting.

Currently we are now in the process of integration with two security firms, so that they may fully understand the system and roll it over to their customers. So far, Usalama has been able to penetrate successfully the market. The biggest success so far was bringing in the emergency providers on the platform. This made the platform a practical solution to Kenya’s existing problem.

We have been able to partner with three organisations:

Dylan Group–this is an online marketing business, improving our twitter following of up to 12000 followers.

Baobab Network–this is a UK based company who connects early stage businesses in Sub Saharan Africa with talent and investors from around the world.

Source Institute –we became a part of the Source Institute program, resulting in publications in international media such as The Guardian and the UK Business Insider

Beneficiaries of the Usalama application are police and security firms, ambulance services, gender violence services, general public.

Since we have been able to acquire four emergency service providers this will allow our users to be able to have a direct connection to these service providers. This innovation has also been advantageous to our service providers since now they have a way to connect to their customers and non-customers at the tap of a button. We are expecting to have our platform to expand across Kenya, increasing access to emergency services and extending the reach of providers. We will focus on adding emergency service providers from Kenya, both from the for-profit and non-profit sectors. This strategy will allow us to add not only providers, but also their existing clients as end users.

The biggest challenge we have faced has been capital. This has been a major limiting factor in terms of growth especially in advertising and brand development. We have also faced some challenges during the implementing projects phase but we have been able to tackle some of them.

These are:

1. Application awareness: This challenge was mitigated by partnering with an online marketing business, Dylan Group, who is responsible for driving our social media campaign. As a result, our social media base has grown to over 12,000 people.

2. Acquiring providers: To address this challenge we did a door-to-door campaign, updated our sales strategy and leveraged the already acquired providers to connect to their existing partners.

One critical condition is access to secure server space to host the platform and online database to securely save its data. In future in order for us to work offline and with non-smart phone owners we hope to acquire a USSD server to also host part of the platform. In terms of policy and rules, we are grateful that the policies in our country have favoured growth of internet coverage, removal of tax on smart phones hence lowering prices and in general a technology friendly government. Looking at financial resources our success is currently tied on ability to keep our server space available as we pay for it periodically. As our platform is growing we are currently paying from our savings, but we expect to start generating revenue by the beginning of the month of November this year. Our next key concern is financial resources and human capital to help create awareness and market the platform.

Usalama is intentionally built as a platform so that it can seamlessly scale to serve as many people and emergency service providers as possible (Private Emergency Cooperates, NGOs, Police and Learning Institutions). For users to join the platform they simply download the app, from anywhere in the world. They can simply be linked to providers of their choice by selecting them in the app. For Emergency Providers to join the platform; they simply go to our website and purchase a package and then sign up. After verification of their details a link is sent to their email with access to their own customized emergency response center and their response agent app. The problem our platform is solving can also be replicated over, since access to emergency services in most third world countries is a cumbersome long process that often leads to loss of lives. Whereas technology has advanced a lot of areas; access of emergency services by the public is still archaic, Usalama aims to change this.

One of the lessons we have learned from our experience is running lean, that is operating in a manner that is cost efficient and investing all the money earned or raised, back into the innovation. This is very necessary to keep the innovation alive and moving forward. Another lesson we have learnt is the importance of strategic partnerships. An example I can use is the Dylan Group, our social media marketing partner. In order to enter a partnership with them, we told them that since we couldn’t pay them in money, we can instead create a website for them and manage it on their behalf and they in turn can help in marketing our innovation. This partnership was strategic in that we were both offering each other a service that is of importance to both parties. Finally, the main and most important lesson is to never give up, keep on believing in your innovation and work hard and smart. Running a startup in Kenya can be difficult but with the right attitude and work ethic, one can succeed.