Budget Spent
$308K
of $2.0M total
15.4% utilized
SHS Sales
8,000
Target: 45,000 units
17.8% of annual target
Inverter MQLs
400
Target: 3,200 leads
12.5% of annual target
Brand Awareness
+5%
Target: +20%
25% of annual target
Nuru ya Uhakika
Light of Certainty
Kuwala Kokhazikika
Light That Stays
Never Miss a Moment
Usikose Wakati Wowote (SW) / Musataye Nthawi Iliyonse (CH)
Power Your Hustle
Nguvu kwa Biashara Yako (SW) / Mphamvu ku Bizinesi Yanu (CH)
Overall Marketing Health
Health Score Components
Spend vs. quarterly target
Completion rate vs. plan
Progress toward targets
Global Holidays (Both Countries)
$118K (5.9% of total)
Tanzania-Specific Holidays
$116K (5.8% of total)
Malawi-Specific Holidays
$50K (2.5% of total)
| Holiday | Date | Countries | Campaign | Budget |
|---|---|---|---|---|
| New Year | January 1 | Both | New Year Kickoff | $8,000 |
| Valentine's Day | February 14 | Both | Gift Bundles | $9,000 |
| Eid al-Fitr | ~March 20 | Both | Community Events | $14,000 |
| Easter | April 3-5 | Both | Family Light Campaign | $12,000 |
| Labour Day | May 1 | Both | Worker Appreciation | $9,000 |
| Eid al-Adha | ~May 27 | Both | Community Events | $5,000 |
| Black Friday | November 27 | Both | Solar Deals | $24,000 |
| Christmas | December 25 | Both | Gift Bundles | $37,000 |
Holiday Marketing = 14.2% of Total Budget ($284K)
Holiday campaigns are integrated into main campaign budgets, not separate line items. This ensures cultural relevance drives sales throughout the year.
Seasonal Calendar - Both Markets
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Tanzania Planning Notes
Long Rains: March - May (Masika)
Short Rains: October - December (Vuli)
Best Activation Period: June - September
- •Rural road shows difficult during March-May (long rains)
- •Agent travel limited in remote areas during rainy seasons
- •Indoor activations preferred during October-December
- •Peak selling season: June-September (dry season, harvest money)
Malawi Planning Notes
Rainy Season: November - April
Dry Season: May - October
Harvest Period: May - July (peak purchasing)
- •Rainy season (Nov-Apr) limits rural activations
- •Harvest season (May-July) = peak purchasing power
- •Church partnerships critical during rainy season (indoor venues)
- •Road shows best during dry season (May-October)
FY26 Master Marketing Plan - 6 strategic pillars driving $2M investment
Here's the big picture. 6 priorities that guide where every dollar goes. Agent Enablement gets the most because agents sell 70%+ of our products on the ground.
Vision
To make Sun King the #1 solar energy brand in East Africa by FY28, powering 5 million homes and 500,000 businesses through innovative products, trusted agent networks, and data-driven marketing.
Competitive Positioning
For off-grid and unreliable-grid households and businesses in Tanzania and Malawi, Sun King is the solar energy brand that delivers the most reliable, affordable, and accessible power solutions because of our extensive agent network, flexible PAYG financing, and superior product quality backed by 10+ years of innovation.
Market Penetration
P1 - CriticalExpand SHS adoption in underserved rural areas through agent network scaling
Brand Leadership
P1 - CriticalEstablish Sun King as the most trusted solar brand through awareness campaigns
B2B Market Entry
P1 - CriticalPenetrate commercial/business segment with inverter solutions
Customer Retention
P2 - ImportantMaximize PAYG repayment and drive upgrade/referral behavior
Digital Transformation
P2 - ImportantBuild data-driven marketing engine with CRM, analytics, and automation
Innovation & Testing
P3 - StrategicTest new channels, messages, and partnerships for future scaling
"Dual-Engine" Growth Strategy
Balancing rural energy access with urban premium solutions
We have two very different products, solar home systems for families in villages, and inverters for businesses in cities. Each needs its own marketing playbook, but they share one brand.
Engine 1: SHS
Defend & Deepen
Engine 2: Inverter
Disrupt & Scale
Comprehensive target matrix across 6 country-product combinations
These are the numbers we're aiming for, broken down by quarter so we can track progress and course-correct quickly if something's off.
| Metric | Tanzania | Malawi | Total | ||||
|---|---|---|---|---|---|---|---|
| SHS | Inv Home | Inv B2B | SHS | Inv Home | Inv B2B | ||
| Unit Sales | 30,000 | 500 | 250 | 15,000 | 300 | 150 | 46,200 |
| Revenue | $4.5M | $0.75M | $0.5M | $2.0M | $0.38M | $0.3M | $8.43M |
| Marketing Budget | $800K | $150K | $250K | $500K | $120K | $180K | $2.0M |
| Brand Awareness | 65% | 25% | 20% | 45% | 15% | 10% | Varies |
| PAYG Collection | 95% | 96% | 98% | 92% | 94% | 97% | 95% |
| Agent Network | 350 | 30 | 20 | 150 | 15 | 10 | 575 |
| Customer Satisfaction | 4.5/5 | 4.6/5 | 4.7/5 | 4.3/5 | 4.4/5 | 4.5/5 | 4.5/5 |
| MQLs Generated | 3,000 | 500 | 800 | 1,500 | 200 | 300 | 6,300 |
Detailed Budget Breakdown by Category
| Category | Tanzania | Malawi | Total | % Budget | Campaign | Priority |
|---|---|---|---|---|---|---|
| SHS - Agent Enablement | $300K | $200K | $500K | 25% | Nuru ya Uhakika / Kuwala Kokhazikika | P1 |
| SHS - Radio & Media | $150K | $100K | $250K | 12.5% | Nuru ya Uhakika / Kuwala Kokhazikika | P1 |
| SHS - Community Activations | $100K | $80K | $180K | 9% | Nuru ya Uhakika / Kuwala Kokhazikika | P1 |
| SHS - Digital Marketing | $50K | $20K | $70K | 3.5% | Both SHS Campaigns | P2 |
| Inverter - B2B Marketing | $180K | $70K | $250K | 12.5% | Power Your Hustle | P1 |
| Inverter - Home Marketing | $120K | $80K | $200K | 10% | Never Miss a Moment | P1 |
| Events & Sponsorships | $80K | $20K | $100K | 5% | All Campaigns | P2 |
| Innovation & Testing | $100K | $50K | $150K | 7.5% | All Campaigns | P3 |
| Tools & Dashboard | $100K | $50K | $150K | 7.5% | N/A - Infrastructure | P2 |
| PR & Communications | $40K | $10K | $50K | 2.5% | All Campaigns | P3 |
| Contingency | $60K | $40K | $100K | 5% | N/A - Reserve | P3 |
| TOTAL | $1,280K | $720K | $2,000K | 100% |
Quarterly brand and performance metric progression targets
How we know if things are working. We track sales, how well people know our brand, whether we're attracting the right buyers, and if customers are happy. If a number drops, we know exactly where to look.
Brand Metrics
Performance Metrics
How we split $2M across two countries and five priorities. Tanzania gets 60% because it's the bigger, more competitive market. The charts below show the quarter-by-quarter plan.
- SHS
- Inverter
- Shared
$1.2M
60% of total budget
$0.8M
40% of total budget
- Planned
- Actual
Real-time spend tracking across 6 strategic pillars. Total Budget: $2.0M
Are we spending what we planned? This tracks actual spend vs. budget so we catch overspending or underspending early, not at year-end.
Market Penetration
KPI Target: 45,000 units
Spent
$128K (16%)
Committed
$245K (31%)
Remaining
$555K
Monthly Burn
$64K/mo
KPI Progress
8,000 units (17.8%)
Projected FY
$768K
Brand Leadership
KPI Target: 65% awareness
Spent
$52K (17%)
Committed
$95K (32%)
Remaining
$205K
Monthly Burn
$26K/mo
KPI Progress
28% awareness (43.1%)
Projected FY
$312K
B2B Market Entry
KPI Target: 1,600 MQLs
Spent
$68K (19%)
Committed
$120K (34%)
Remaining
$230K
Monthly Burn
$34K/mo
KPI Progress
400 MQLs (25%)
Projected FY
$408K
Customer Retention
KPI Target: 85% repayment
Spent
$35K (14%)
Committed
$78K (31%)
Remaining
$172K
Monthly Burn
$18K/mo
KPI Progress
91% repayment (107.1%)
Projected FY
$210K
Digital Transformation
KPI Target: 5,000 MQLs
Spent
$18K (12%)
Committed
$55K (37%)
Remaining
$95K
Monthly Burn
$9K/mo
KPI Progress
850 MQLs (17%)
Projected FY
$108K
Innovation & Testing
KPI Target: 12 tests
Spent
$7K (5%)
Committed
$25K (17%)
Remaining
$125K
Monthly Burn
$4K/mo
KPI Progress
2 tests (16.7%)
Projected FY
$42K
Total Budget
$2.0M
Total Spent
$308K
Total Committed
$618K
Remaining
$1382K
Burn Rate
$154K/mo
SHS (Solar Home Systems)
$1.1M
55% of budget
Strategy
Defend & Deepen
Key KPI
45,000 Units Sold
Inverters (Premium)
$0.7M
35% of budget
Strategy
Disrupt & Scale
Key KPI
3,200 MQLs
Shared/Brand
$0.2M
10% of budget
Strategy
Build Trust
Key KPI
+20% Awareness
Total Planned (Q1)
$500,000
Total Actual (Q1)
$479,000
Overall Variance
-4.2%
| Category | Country | Planned | Actual | Variance | Status |
|---|---|---|---|---|---|
Agent Enablement | Tanzania | $75,000 | $72,500 | -3.3% | OK |
Digital Performance | Tanzania | $52,500 | $48,000 | -8.6% | OK |
Community Activations | Tanzania | $45,000 | $43,000 | -4.4% | OK |
Radio Advertising | Tanzania | $37,500 | $35,000 | -6.7% | OK |
Outdoor Media | Tanzania | $30,000 | $32,500 | +8.3% | OK |
Innovation/Testing | Tanzania | $30,000 | $25,000 | -16.7% | Alert |
PR & Thought Leadership | Tanzania | $15,000 | $14,000 | -6.7% | OK |
Events & Sponsorships | Tanzania | $15,000 | $15,000 | 0.0% | OK |
Agent Enablement | Malawi | $50,000 | $48,500 | -3.0% | OK |
Digital Performance | Malawi | $35,000 | $32,000 | -8.6% | OK |
Community Activations | Malawi | $30,000 | $34,500 | +15.0% | Alert |
Radio Advertising | Malawi | $25,000 | $24,000 | -4.0% | OK |
Outdoor Media | Malawi | $20,000 | $18,500 | -7.5% | OK |
Innovation/Testing | Malawi | $20,000 | $18,000 | -10.0% | OK |
PR & Thought Leadership | Malawi | $10,000 | $9,500 | -5.0% | OK |
Events & Sponsorships | Malawi | $10,000 | $9,000 | -10.0% | OK |
Alert Threshold
Notify when variance exceeds this percentage
Drag the sliders to reallocate the $0.8M All budget across channels and see projected KPI impact in real time
Quick Scenarios
Projected KPI Impact
vs. current plan baselineSHS Sales (Annual)
Baseline: 45,000
Inverter MQLs
Baseline: 3,200
Brand Awareness
Baseline: +20%
Agent Productivity
Baseline: 100
Cost per Lead
Baseline: $15.00
How to Use This in a Budget Review
Planned Spend
$186K
Actual Spend
$175K
-6.2% vs plan
Impressions
22.4M
Clicks
248K
CTR: 1.11%
Conversions
2,605
CPA: $66.99
Radio
5,800,000 impressions • 1050 conversions
$59,000
of $63,000 planned
Digital
8,550,000 impressions • 1555 conversions
$70,500
of $78,000 planned
OOH
8,000,000 impressions • 0 conversions
$45,000
of $45,000 planned
Quick Demo Scenarios(click to load a real-world example)
1. What type of business?
👆 Start here - select the business type
2. How do you currently get power?
3. How much does power cost you?
Includes: spoiled stock, idle staff wages, equipment damage, customer loss
Step 1: Select a Business Type
Choose the type of business on the left to get started, or click a Quick Demo Scenario above.
How This Tool Works in the Field
1. Agent visits business
Ask: "What type of business do you run?" and "How do you currently get power?"
2. Fill in costs together
Ask: "How much do you spend on fuel/electricity each week?" and "How much business do you lose during outages?"
3. Quantify hidden costs
Ask: "What about spoiled stock, idle staff, or equipment damage?" This is the downtime slider - it often surprises them.
4. Show the chart
Show the business owner how Sun King pays for itself within months, and after the PAYG period, they own the system outright.
Data sources: TANESCO tariffs (TZS 236/kWh, globalpetrolprices.com Jun 2025) · ESCOM tariffs (MWK 109-293/kWh, escom.mw Feb 2025) · Generator fuel costs: Tanzania (TZS 2,850/L, ficos.app 2025), Malawi (MWK 2,700/L, globalpetrolprices.com 2025) · Outage impact: 15% of annual sales (World Bank Enterprise Survey, Tanzania) · Malawi outages: 7.4/month avg 3.6 hrs each (Copenhagen Consensus/World Bank) · Exchange rates approximate Feb 2026. Sun King product pricing is estimated; actual PAYG terms vary by market.
Key macroeconomic data shaping the solar market in Tanzania and Malawi
Tanzania
Larger MarketGDP (2025)
$95.4B
▲ 6.4% growth (Q3 2025)
Inflation
3.6%
Stable (Dec 2025)
Population
~67M
35% urban
Mobile Money
80%+
M-Pesa dominant
Electricity Access
~46%
54% off-grid opportunity
Smartphone Users
26.9M
~40% of population
Solar Market Implications
Strong GDP growth (6.4%) and low inflation (3.6%) create favorable conditions for consumer spending. High mobile money penetration (80%+) enables PAYG solar at scale. 54% off-grid population = massive addressable market for SHS products.
Malawi
Growth FrontierGDP (2025)
$17.9B
▲ 3.8% growth (proj. 2025)
Inflation
~25%
Moderating from 2024 highs
Population
~22M
17% urban
Mobile Money
20M
Airtel Money dominant
Electricity Access
~15%
85% off-grid opportunity
Off-Grid Solar
200K+
Connections via MEAP
Solar Market Implications
Only 15% electricity access = largest off-grid opportunity in the region. High inflation makes PAYG critical (customers cannot afford upfront). 20M mobile money subscribers enable weekly PAYG via Airtel Money. Market has quadrupled in recent years - early mover advantage still available.
Key Comparison
GDP Ratio
5.3x
$95.4B / $17.9B
Off-Grid Gap
31 pts
85% MW - 54% TZ off-grid
GDP Growth Gap
+2.6 pts
6.4% TZ - 3.8% MW
Budget Split
60/40
TZ 60% / MW 40%
Tanzania
61M population, 42% electrification
Our largest market with 35% share. Strong agent network and radio reach. Key focus: defend rural SHS while growing urban inverter.
Malawi
20M population, 11% electrification
Massive growth opportunity with only 4% rural electrification. Church partnerships are critical. Key focus: rapid market penetration.
SHS Market Share - Tanzania
Competitive Metrics
- Brand Awareness
- Distribution
- Quality
Competitor Analysis
Strengths:
- Global brand
- Wide product range
- Strong financing
Weaknesses:
- Higher pricing
- Less local focus
Strengths:
- Pioneer of PAYG solar in East Africa
- Strong brand recognition in Kenya/Uganda/Tanzania
- Expanding into smartphones, TVs, and financial services
Weaknesses:
- Diversifying away from core solar
- Higher pricing than Sun King
- Weaker rural agent network in TZ
Strengths:
- Backed by ENGIE Group (global energy giant)
- Large SHS systems
- Active in Tanzania via former Mobisol network
Weaknesses:
- Premium pricing
- Limited rural distribution
- Pivoting toward clean cooking, less focus on SHS
Strategic Implications, SHS
Defend
Protect rural SHS market share against d.light's aggressive expansion and M-KOPA's growing presence in Tanzania
Differentiate
Leverage the 10-Year Promise (LFP battery), agent-as-neighbor trust model, and women's referral networks
Expand
Grow Malawi market share from 30% to 40% through church partnerships and SACCO integration
Creative Differentiation Strategies, SHS
Non-obvious, high-impact strategies designed to create competitive moats that competitors cannot easily replicate.
The 10-Year Promise
No competitor can match Sun King's LFP battery lifespan. Turn this into a brand-defining campaign: 'The 10-Year Promise', a public guarantee that becomes synonymous with Sun King.
Key Tactics:
- ▸ Launch a '10-Year Certificate', a physical document given at purchase that families display in their homes (social proof + pride)
- ▸ Create a '10-Year Calculator' showing total savings vs kerosene over the product lifetime
- ▸ Run radio dramas following a family over 10 years, each episode = 1 year of their Sun King journey
- ▸ Agent script: 'How many kerosene lamps have you bought in the last 10 years? This is the last purchase you'll ever make.'
vs Competitors:
d.light has adopted LFP in newer products (X1000 Pro, X2000 Pro), but Sun King pioneered LFP across its entire range. M-KOPA has diversified away from solar into fintech.
Expected Impact:
Shifts the conversation from upfront cost to lifetime value. Sun King's strongest ground
The Agent-as-Neighbor Model
Sun King's 37,000+ agents aren't salespeople, they're neighbors. No competitor can replicate this. Make the agent the brand.
Key Tactics:
- ▸ 'Your Sun King Agent' campaign, agents featured by name on local radio, billboards, and WhatsApp groups
- ▸ Agent business cards with QR codes linking to their personal testimonial video
- ▸ Community scoreboard: 'Agent Amina has helped 247 families in Mwanza get solar', displayed at local shops
- ▸ Agent-led evening demos: 'Come see the difference at my house tonight at 7pm', experiential selling
vs Competitors:
d.light has fewer agents. M-KOPA uses call centers. ENGIE has limited rural reach. Nobody has community-embedded agents.
Expected Impact:
Trust is the #1 purchase driver in rural markets. Agent-as-neighbor is unbeatable trust.
The Kerosene Funeral
Create a symbolic community event where families publicly 'bury' their kerosene lamps when they switch to Sun King. Make it a celebration.
Key Tactics:
- ▸ Partner with village chiefs to host 'Kerosene Funeral' events, a ceremony where families bring old lamps and receive Sun King products
- ▸ Collect the kerosene lamps and create a public art installation in each district capital
- ▸ Film the events for social media, authentic, emotional, shareable content
- ▸ Radio jingle: 'Pumzisha taa ya mafuta. Karibu Sun King.' (Rest the kerosene lamp. Welcome Sun King.)
vs Competitors:
No competitor has attempted cultural marketing at this level. This creates earned media and word-of-mouth that money can't buy.
Expected Impact:
Transforms a product purchase into a life milestone, creates emotional brand equity
Women's Light Circle
Women make 70%+ of household energy decisions in rural TZ/MW. Create a women-only referral and support network that no competitor can replicate.
Key Tactics:
- ▸ 'Mama Sun King' ambassador program. 1 woman per village trained as a solar champion, earns commission on referrals
- ▸ Women's savings groups (VICOBA/VSLA) integration, group purchase discounts and collective PAYG plans
- ▸ Safety messaging: 'Your daughters study safely. No kerosene fires. No dark walks.', speaks to mothers' deepest concerns
- ▸ Partner with women's health clinics for distribution, trusted touchpoint
vs Competitors:
No competitor has a gender-specific distribution strategy. This unlocks the most influential buyer segment.
Expected Impact:
Women's referral networks are 3x more effective than general referrals in rural East Africa
Current Market Share - Tanzania
Click a segment to filter the activity feed
Market Position - Tanzania
Sun King
Brand Awareness: 45%
35%
d.light
Brand Awareness: 40%
28%
M-KOPA
Brand Awareness: 35%
18%
ENGIE Energy Access
Brand Awareness: 25%
12%
Others
Brand Awareness: 15%
7%
Showing 8 of 8 activities
d.light
pricingPrice drop on D30 model
d.light reduced D30 price from $45 to $38 at major retailers. Agents reporting customer questions about price difference.
M-KOPA
distributionNew agent recruitment drive
M-KOPA offering higher commissions to recruit agents. Some of our agents approached with offers of 15% commission vs our 10%.
d.light
promotionRadio campaign launch
New radio spots on Clouds FM and TBC. Focus on 'longest warranty' messaging. Running during prime time slots.
Yellow/Engie
distributionSACCO partnership announcement
Yellow signed exclusive deal with 3 major SACCOs in Central Region. Limits our access to these financing channels for 12 months.
ENGIE Energy Access
productNew inverter product launch
ENGIE launched 500W inverter targeting small businesses. Priced at $180, competing with our PowerHub entry-level offering.
Zuwa Energy
eventChurch partnership event
Zuwa sponsored church event with product demos. Estimated 200 attendees. Gave away 5 free units as prizes.
d.light
promotionBillboard campaign
New billboards on M1 highway between Lilongwe and Blantyre. Messaging: 'Africa's #1 Solar Brand'. 6 billboard locations identified.
M-KOPA
productSmartphone + solar bundle offer
M-KOPA offering a smartphone + solar light bundle for TSh 5,000/week PAYG. Targeting young adults and students.
How This Intelligence Is Collected
Competitor activities are reported by field agents and the marketing team through multiple channels. Counter-strategies are pre-loaded from competitive playbook templates and can be customised with your own notes. P1 alerts trigger email notifications to selected team members.
WhatsApp Groups
37,000+ agents report sightings via regional WhatsApp groups
Google Forms
Structured submission form for detailed competitor reports
Media Monitoring
Social media, radio, and print tracking for competitor campaigns
Mystery Shopping
Regular retail visits to competitor outlets and agent networks
4 detailed competitor comparisons with dimension-by-dimension analysis and kill lines
Quick-reference cards for the sales team: when a customer mentions a competitor, here's exactly what to say and how Sun King is different.
| Dimension | Sun King | d.light | Why Sun King Wins |
|---|---|---|---|
| Product Design | Designs AND manufactures own products in-house. Full control over quality. | Designs own products but smaller scale manufacturing. | Only Sun King controls the entire product lifecycle from R&D to recycling. |
| Product Range | 8+ SHS products from basic ($20) to TV systems ($300+). Widest range. | Narrower range, fewer TV/appliance bundles. | Customer can start small and upgrade within the Sun King ecosystem. |
| Battery Technology | LFP - 10-year lifespan, 2,500+ cycles, safer chemistry across entire range. | LFP in newer models (X1000 Pro, X2000 Pro), standard lithium-ion in older products. | Sun King pioneered LFP across its entire product line. d.light is catching up but not there yet. |
| Agent Network | 37,000+ agents across 40+ countries. Community-based. | Smaller agent network, less rural penetration. | Sun King agents speak the local language, live in the community. |
| PAYG Flexibility | EasyBuy: from $0.50/day. M-Pesa, Airtel Money integration. | PAYG available but less flexible payment options. | Sun King offers the lowest daily PAYG rates in the market. |
| Brand Trust | 27M products sold. Gogla certified. 15+ years in market. | Pioneer brand but smaller scale. | Sun King is the most experienced and largest dedicated solar company. |
| Total Cost of Ownership | Lowest TCO: product lasts 10 years, PAYG builds to ownership. | Competitive pricing but shorter product lifespan. | Over 10 years, Sun King delivers the best value per dollar spent. |
Kill Line (When d.light Comes Up)
"d.light makes good products. But Sun King makes MORE products, BETTER products, and sells them through a BIGGER network at LOWER prices."
17 segments across SHS, Inverter Home & Business | TAM: 14.4M addressable
Not all customers are the same. We've grouped them into types based on how they live, what they need, and what they can afford, so our message actually speaks to them.
SHS - Rural Households
11.5M
FY26 Target: 45,000 units (0.4%)
Inverter Home - Urban
2.5M
FY26 Target: 1,600 MQLs
Inverter Business - SMEs
400K
FY26 Target: 1,600 MQLs
Key Market Insights
SHS market is primarily NEED-DRIVEN (no electricity) while Inverter market is ASPIRATION-DRIVEN (reliability, status)
Trust is the #1 barrier in both markets - agent relationships and community endorsements are critical
PAYG financing unlocks 70%+ of SHS customers who cannot afford upfront payment
B2B inverter sales require ROI-focused messaging and longer sales cycles (3-6 months)
Seasonal patterns matter: farming income cycles, holiday spending, back-to-school timing
Women are key decision influencers for SHS (children's education) but men control household budgets
Mobile money penetration (M-Pesa/mobile money 80%+ TZ, Airtel Money widely used MW) enables PAYG at scale
Rural First-Time Buyers
"Nuru ya Uhakika - Light of Certainty"
Age / Income
25-55 · $50-150/mo
Pain Point
Kerosene costs, children can't study
Buy Trigger
Agent demo, neighbor purchase
Top Channels
Aspirational Upgraders
"Panda Ngazi - Level Up"
Age / Income
30-50 · $100-300/mo
Pain Point
Current solar failing, want TV/fan
Buy Trigger
System failure, status
Top Channels
Education-Focused Parents
"Masaa Zaidi ya Kusoma - More Study Hours"
Age / Income
30-50 · $80-200/mo
Pain Point
Children fail exams, can't study at night
Buy Trigger
Exam season, teacher endorsement
Top Channels
Women Household Managers
"Salama na Afya - Safe and Healthy"
Age / Income
25-50 · Manage HH budget
Pain Point
Kerosene burns, smoke, child safety
Buy Trigger
Women's group, Sacco
Top Channels
Small Business Operators
"Biashara Inang'aa - Business That Shines"
Age / Income
25-55 · $150-400/mo
Pain Point
Losing customers after dark
Buy Trigger
Competitor has light, ROI
Top Channels
Channel Budget Allocation by Segment
| Segment | Agent/Sales | Digital | Radio | Community | Referral |
|---|---|---|---|---|---|
| SHS - Rural First-Time | 35% | 5% | 30% | 25% | 5% |
| SHS - Upgraders | 25% | 25% | 15% | 20% | 15% |
| SHS - Education Parents | 25% | 10% | 30% | 25% | 10% |
| SHS - Women Managers | 20% | 5% | 25% | 40% | 10% |
| SHS - Small Business | 40% | 15% | 15% | 20% | 10% |
| Inverter Home - Professionals | 25% | 40% | 5% | 15% | 15% |
| Inverter Home - Families | 30% | 25% | 15% | 20% | 10% |
| Inverter Business - All | 35% | 30% | 5% | 20% | 10% |
4 detailed buyer personas from segmentation research
These are the real people we're trying to reach. Giving them names and stories helps the team write messages that feel personal instead of generic.
Mama Rehema
The Rural Mother · SHS Rural First-Time
Goals
Challenges
Key Message
"Watoto Wako Wanastahili Mwanga - Your Children Deserve Light"
Product
HomePlus → Upgrade to HomePlus Pro
Channels
Radio (TBC), Agent demo, Church group
Objection Handler
Daily PAYG payments (TZS 600/day for HomePlus) less than kerosene (TZS 1,120/day). Save TZS 520 every day!
Baraka Juma
The Aspirational Trader · SHS Upgrader
Goals
Challenges
Key Message
"Panda Ngazi - Level Up Your Home and Business"
Product
Home 500X
Channels
Facebook ads, WhatsApp groups, Agent follow-up
Objection Handler
Your cheap solar cost you more in the long run - total cost comparison
Hamisi Mwakasege
The Professional · Inverter Home - Professional
Goals
Challenges
Key Message
"Never Miss a Deadline - Uninterrupted Productivity"
Product
PowerHub (adds AC)
Channels
LinkedIn ads, Google search, Professional referrals, Showroom
Objection Handler
Calculate lost income during outages - make it about career cost
Neema Mushi
The Salon Owner · Inverter Business - Salon
Goals
Challenges
Key Message
"Finish Every Client, Every Time"
Product
PowerHub
Channels
Instagram ads, Beauty associations, Agent B2B, Peer referral
Objection Handler
One month of lost customers pays for the system
Each persona linked to specific campaign activities with relevance scoring
Mama Rehema
SHS Rural First-Time
Product: HomePlus → Upgrade to HomePlus Pro
Key Message
"Watoto Wako Wanastahili Mwanga - Your Children Deserve Light"
| Activity | Campaign | Relevance | Why This Activity Matters |
|---|---|---|---|
| Agent Training Kickoff | Nuru ya Uhakika | High | Agents are primary touchpoint for rural mothers |
| Radio Campaign Launch | Nuru ya Uhakika | High | Radio is #1 media channel for rural women |
| Community Activations | Nuru ya Uhakika | High | Church/women's group demos build trust |
| Village Chief Partnerships | Nuru ya Uhakika | High | Community leader endorsement critical for rural adoption |
| Radio Drama Series | Nuru ya Uhakika | Medium | Educational entertainment reaches rural households |
| Eid al-Fitr Community Events | Nuru ya Uhakika | Medium | Community celebration drives awareness |
Baraka Juma
SHS Upgrader
Product: Home 500X
Key Message
"Panda Ngazi - Level Up Your Home and Business"
| Activity | Campaign | Relevance | Why This Activity Matters |
|---|---|---|---|
| WhatsApp Marketing Campaign | Nuru ya Uhakika | High | Smartphone user, active on WhatsApp groups |
| Customer Testimonial Videos | Nuru ya Uhakika | High | Responds to social proof and success stories |
| Saba Saba Trade Fair | Nuru ya Uhakika | High | Trader who attends trade fairs |
| Black Friday Solar Deals | Nuru ya Uhakika | Medium | Deal-conscious, looking for value |
| Agent Excellence Program | Nuru ya Uhakika | Medium | Needs knowledgeable agent for upgrade advice |
Hamisi Mwakasege
Inverter Home - Professional
Product: PowerHub
Key Message
"Never Miss a Deadline - Uninterrupted Productivity"
| Activity | Campaign | Relevance | Why This Activity Matters |
|---|---|---|---|
| Digital Campaign Launch | Never Miss a Moment | High | LinkedIn/Google user, digital-first buyer |
| LinkedIn ABM & ROI Calculator | Never Miss a Moment | High | Professional who calculates ROI before purchase |
| SME Webinar Series | Never Miss a Moment | High | Values educational content and expert opinions |
| Billboard Campaign | Never Miss a Moment | Medium | Commutes through urban areas with billboard visibility |
| Urban Radio Campaign | Never Miss a Moment | Medium | Listens to urban radio during commute |
Neema Mushi
Inverter Business - Salon
Product: PowerHub
Key Message
"Finish Every Client, Every Time"
| Activity | Campaign | Relevance | Why This Activity Matters |
|---|---|---|---|
| Digital Campaign Launch | Power Your Hustle | High | Instagram user, visual content resonates |
| LinkedIn B2B Launch | Power Your Hustle | High | Business owner seeking professional solutions |
| SME Webinar Series | Power Your Hustle | High | Wants to learn business growth strategies |
| Demo Events | Power Your Hustle | High | Needs to see product in action before investing |
| Trade Association Partnerships | Power Your Hustle | Medium | Member of beauty association |
| Saba Saba B2B Lead Gen | Power Your Hustle | Medium | Attends trade events for business networking |
Real-time performance tracking per customer segment against FY26 targets
Rural First-Time Buyers
Units Sold
3,200 / 18,000
18% of target
Revenue
$256K / $1440K
18% of target
Agents Active
38 / 140
27% coverage
Awareness
28% / 65%
43% of target
PAYG Rate
92%
Healthy
Aspirational Upgraders
Units Sold
1,800 / 9,000
20% of target
Revenue
$720K / $3600K
20% of target
Agents Active
22 / 80
28% coverage
Awareness
22% / 55%
40% of target
PAYG Rate
88%
Watch
Education-Focused Parents
Units Sold
1,100 / 6,750
16% of target
Revenue
$198K / $1215K
16% of target
Agents Active
15 / 60
25% coverage
Awareness
18% / 50%
36% of target
PAYG Rate
94%
Healthy
Women Household Managers
Units Sold
950 / 6,750
14% of target
Revenue
$76K / $540K
14% of target
Agents Active
12 / 50
24% coverage
Awareness
15% / 45%
33% of target
PAYG Rate
96%
Healthy
Small Business Operators
Units Sold
750 / 4,500
17% of target
Revenue
$135K / $810K
17% of target
Agents Active
10 / 40
25% coverage
Awareness
12% / 40%
30% of target
PAYG Rate
85%
Watch
Visualizing each segment's performance vs. Total Addressable Market share
| Segment | Category | TAM Share | Actual Share | Gap | Units (Actual/Target) | Revenue % | Agent Coverage | CSAT | Trend |
|---|---|---|---|---|---|---|---|---|---|
| Rural First-Time Buyers | SHS | 40% | 35.6% | -4.4% | 3,200 / 18,000(18%) | 18% | 27% | 4.3 | |
| Aspirational Upgraders | SHS | 20% | 20% | +0.0% | 1,800 / 9,000(20%) | 20% | 28% | 4.5 | |
| Education-Focused Parents | SHS | 15% | 12.2% | -2.8% | 1,100 / 6,750(16%) | 16% | 25% | 4.6 | |
| Women Household Managers | SHS | 15% | 10.6% | -4.4% | 950 / 6,750(14%) | 14% | 24% | 4.4 | |
| Small Business Operators | SHS | 10% | 8.3% | -1.7% | 750 / 4,500(17%) | 17% | 25% | 4.2 | |
| Urban Professionals | Inverter Home | 35% | 40% | +5.0% | 52 / 280(19%) | 19% | 35% | 4.6 | |
| Growing Families | Inverter Home | 30% | 29.2% | -0.8% | 38 / 240(16%) | 16% | 22% | 4.4 | |
| Entertainment Enthusiasts | Inverter Home | 20% | 16.9% | -3.1% | 22 / 160(14%) | 14% | 18% | 4.3 | |
| Health-Conscious | Inverter Home | 10% | 9.2% | -0.8% | 12 / 80(15%) | 15% | 15% | 4.7 | |
| Aspirational Homeowners | Inverter Home | 5% | 4.6% | -0.4% | 6 / 40(15%) | 15% | 10% | 4.5 | |
| Retail & Kiosks | Inverter Biz | 30% | 33.3% | +3.3% | 14 / 75(19%) | 19% | 20% | 4.5 | |
| Salons & Barbershops | Inverter Biz | 20% | 19% | -1.0% | 8 / 50(16%) | 16% | 15% | 4.4 | |
| Restaurants & Food | Inverter Biz | 15% | 14.3% | -0.7% | 6 / 38(16%) | 16% | 12% | 4.3 | |
| Healthcare Clinics | Inverter Biz | 10% | 11.9% | +1.9% | 5 / 25(20%) | 20% | 18% | 4.7 | |
| Offices & Services | Inverter Biz | 10% | 9.5% | -0.5% | 4 / 25(16%) | 16% | 10% | 4.2 | |
| Schools & Education | Inverter Biz | 8% | 7.1% | -0.9% | 3 / 20(15%) | 15% | 8% | 4.6 | |
| Agriculture | Inverter Biz | 7% | 4.8% | -2.2% | 2 / 17(12%) | 12% | 5% | 4.1 |
Over-Performing
Aspirational Upgraders, Urban Professionals, Retail & Kiosks, Healthcare Clinics
Near Target
Education-Focused Parents, Small Business Operators, Growing Families, Health-Conscious, Aspirational Homeowners, Salons & Barbershops, Restaurants & Food, Offices & Services, Schools & Education, Agriculture
Under-Performing
Rural First-Time Buyers, Women Household Managers, Entertainment Enthusiasts
Regional breakdown with electrification rates, products & channel strategies
Tanzania Regions
| Region | Population | Electrification | Priority Products | Channels | Language |
|---|---|---|---|---|---|
| Dar es Salaam (Peri-urban) | 6M | 85% | HomePlus Pro, Home 500X | Agent, Digital | Swahili |
| Mwanza | 3.5M | 25% | HomePlus, HomePlus Pro | Community, Radio | Swahili + Sukuma |
| Arusha | 2M | 35% | HomePlus Pro, Home 500X | Agent, Events | Swahili + Maasai |
| Dodoma | 2.5M | 20% | HomePlus, HomePlus Pro | Radio, Agent | Swahili + Gogo |
| Mbeya | 3M | 22% | HomePlus, HomePlus Pro | Community, Radio | Swahili |
| Zanzibar | 1.5M | 60% | HomePlus Pro | Agent, Events | Swahili |
Malawi Regions
| Region | Population | Electrification | Priority Products | Channels | Language |
|---|---|---|---|---|---|
| Lilongwe (Peri-urban) | 1.5M | 45% | HomePlus Pro, Home 500X | Agent, Radio | Chichewa + English |
| Blantyre (Peri-urban) | 1.2M | 50% | HomePlus Pro, Home 500X | Agent, Digital | Chichewa + English |
| Central Rural | 6M | 8% | HomePlus | Church, Sacco, Radio | Chichewa |
| Northern Region | 2M | 5% | HomePlus | Church, Community | Tumbuka + Chichewa |
| Southern Region | 7M | 12% | HomePlus, HomePlus Pro | Radio, Agent | Chichewa + Yao |
Track customers from awareness to loyalty
2.5M
Awareness
313K
Consideration
90K
Purchase
65K
Loyalty
Complete pricing with PAYG terms and target segments
What we charge, how customers pay (mostly small installments over time), and how our pricing compares to competitors.
| Product | Tanzania (TZS) | Malawi (MKW) | Target Segment | ||||
|---|---|---|---|---|---|---|---|
| Buy Upfront | PAYG Rate | Term / Deposit | Buy Upfront | PAYG Rate | Term / Deposit | ||
| HomePlus | TZS 165,000 | TZS 600/day | 420 daily payments Deposit: TZS 12,000 | MKW 160,000 | MKW 4,000/week | 80 weekly payments Deposit: MKW 8,000 | Rural First-Time Buyers |
| HomePlus Pro | TZS 210,000 | TZS 750/day | 420 daily payments Deposit: TZS 17,000 | MKW 215,001 | MKW 5,000/week | 80 weekly payments Deposit: MKW 16,000 | Upgraders, Education Parents |
| Home 500X + 32" TV | Contact for pricing | TZS 2,600/day | 546 daily payments Deposit: TZS 165,000 | MKW 1,605,000 | MKW 36,500/week | 80 weekly payments Deposit: MKW 145,000 | Upgraders, Small Business, Entertainment |
PAYG Insight: PAYG financing unlocks 70%+ of SHS customers who cannot afford upfront payment. M-Pesa and mobile money (80%+ penetration in TZ) and Airtel Money (widely used in MW) enable daily mobile payments at scale.
Source: Prices verified from tz.sunking.com and mw.sunking.com (February 2026). Tanzania SHS uses daily PAYG payments via M-Pesa. Malawi SHS uses weekly PAYG payments via Airtel Money.
Real-time mobile money integration & collection monitoring
65,250
Active PAYG Customers
$485K
Collected This Month
95.1%
Collection Rate
3.2
Avg Days to Payment
Portfolio Status
By Product
HomePlus
28,800
HomePlus Pro
21,600
HomePlus Max
14,400
PowerHub
7,200
Proven responses to the 5 most common customer objections
The 5 things customers say when they're hesitant, and exactly how our agents should respond to turn a "no" into a "yes."
| Objection | ☀️ SHS Response | 🏠 Inverter Home Response | 🏢 Inverter Business Response |
|---|---|---|---|
| "Too expensive" | Daily PAYG payments less than kerosene costs. Calculate: TZS 600/day (HomePlus PAYG) vs TZS 1,120/day (kerosene). Save TZS 520/day! | Calculate lost income during outages. One month of productivity loss = system cost | Calculate lost revenue per outage. System pays for itself in X months |
| "I'll wait" | Every day without solar = money spent on kerosene. Your children are waiting to study | Every outage costs you money and reputation. Competitors aren't waiting | Every day competitors have power and you don't = lost customers |
| "Other brands cheaper" | Cheap systems fail in 6 months. Sun King warranty = 2 years. Total cost is lower | Cheap inverters damage equipment. Sun King protects your investment | Downtime from cheap system failure costs more than price difference |
| "Not sure about quality" | 2-year warranty. Millions of happy customers across Africa. Ask your neighbor | Indian-designed, world-class engineering. 2-year warranty. Visit our showroom | Site visit to reference customer. 2-year warranty. Service guarantee |
| "Bad experience before" | Sun King is different - quality, warranty, support. Try our demo | We offer site assessment and proper sizing. Guaranteed performance | Professional assessment ensures right solution. Guaranteed performance |
Brand promise: "Powering access to brighter lives.". 5 personality traits guiding all communications
What the Sun King brand stands for and how it should feel everywhere customers see us. One consistent personality, whether it's a village demo or an online ad.
Brand Personality
What it means
We do what we say. Our products last. Our agents show up. Our warranties are real.
How it shows up
10-year battery claims backed by data. Agent faces on all materials. Real customer testimonials, not actors.
What it's NOT
Not corporate-speak or empty promises. Never "trust us" - always "here's proof."
What it means
We don't give handouts. We give tools. Our customers are protagonists, not beneficiaries.
How it shows up
Customer-as-hero storytelling. PAYG framed as 'investing in yourself.' Business owners shown thriving.
What it's NOT
Not patronizing. Never "helping the poor." Never charity language or pity imagery.
What it means
Solar is not a luxury. We make it available to everyone - physically, financially, linguistically.
How it shows up
PAYG from $0.50/day. 37,000 agents in rural areas. Materials in Swahili, Chichewa, and English.
What it's NOT
Not exclusive or aspirational-only. Never jargon-heavy. Never assumes literacy or tech savvy.
What it means
We solve real problems with smart engineering, not gimmicks. Innovation serves the customer.
How it shows up
LFP batteries that last 10 years. Hybrid inverters. EasyBuy PAYG system. GSM-enabled remote monitoring.
What it's NOT
Not innovation for its own sake. Never "disrupting" or "revolutionizing." Grounded in practical outcomes.
What it means
We are not a foreign company selling to Africa. We are IN Africa, OF Africa, FOR Africa.
How it shows up
Local agents from the community. Local language. Local holidays in campaigns. Local success stories.
What it's NOT
Not parachute marketing. Never stock photos of generic "African" scenes. Always specific to Tanzania or Malawi.
Product Positioning Statements
For off-grid and unreliable-grid families in Tanzania and Malawi who need safe, affordable light and power to replace dangerous kerosene, Sun King SHS is the solar home system that provides reliable light for 10+ years at less than the cost of kerosene because Sun King designs, manufactures, and services its own products with industry-leading LFP battery technology and the lowest PAYG rates in the market.
For urban and peri-urban households in Tanzania and Malawi who are tired of power outages disrupting their daily lives, Sun King PowerHub is the home inverter system that ensures uninterrupted power for your entire home because it combines LFP battery technology with expandable solar capacity and professional installation - all available through affordable PAYG financing.
For small and medium businesses in Tanzania and Malawi who lose revenue every time the power goes out, Sun King Business Solutions is the commercial solar power system that keeps your business running 24/7 because it delivers reliable AC power with zero fuel costs, pays for itself in 18 months, and comes with dedicated B2B support and flexible financing.
Country-Specific Key Messages
"Light of Certainty" - emphasizes reliability and trust
Nuru ya Uhakika - Mwanga Unaodumu (The Light of Certainty - Light That Lasts)
Hero Message
In a country where millions lack reliable electricity, Sun King gives your family the certainty of light.
Economic Proof
Replace Tsh 30,000-60,000/month in kerosene and batteries with Sun King at Tsh 1,000/day. Own it in 12 months.
Social Proof
Join the millions of Tanzanian families who trust Sun King. Ask your neighbor - they probably already have one.
Radio Hook
"Kila usiku, familia yako inastahili mwanga. Nuru ya Uhakika - Sun King."
Agent Script
"Habari! I'm [Name] from Sun King. I live right here in [village]. Can I show you how your family can save money?"
Price Objection Response
"You spend Tsh 30,000/month on kerosene. Sun King costs Tsh 1,000/day. In 12 months, you OWN it."
5-level messaging hierarchy, from functional features to aspirational identity
What we promise each type of customer. It starts with what the product does, then goes deeper into how it changes their life and who they become when they own it.
Sun King SHS provides reliable light for up to 55 hours, charges phones, and powers small appliances.
Customer Response
"This product does what I need."
Use When
Product demos, agent scripts, comparison shopping
Replace kerosene ($15-30/month) and battery charging ($5-10/month) with solar payments from $0.50/day. Own it in 12-18 months.
Customer Response
"This saves me money."
Use When
PAYG enrollment, radio ads, price-sensitive segments
Your children study longer. Your home is safer. Your family breathes cleaner air.
Customer Response
"This makes my life better."
Use When
Radio dramas, testimonial videos, community events, women-focused campaigns
Join the millions of families worldwide who chose Sun King - 27 million products sold and counting. Your neighbors already trust it.
Customer Response
"This connects me to something bigger."
Use When
Referral programs, community leader endorsements, social proof
This is not just light. This is progress. This is your family moving forward.
Customer Response
"This represents who I want to be."
Use When
Brand campaigns, Union Day/Independence Day messaging, upgrade offers
5-stage messaging for all 4 campaigns. Awareness → Consideration → Decision → Purchase → Advocacy
Message
"Kila usiku, familia yako inastahili mwanga. Nuru ya Uhakika - Sun King."
Channels
Radio (TBC, Clouds FM), community events, village chief endorsements
Strategy
Emotional - connect through community trust
KPI
Brand awareness: 35% → 55% aided recall
Message
"Tsh 1,000/siku. Chini ya gharama ya mafuta. Mwanga wa miaka 10."
Channels
Radio testimonials, agent demos, market day activations, WhatsApp
Strategy
Rational - prove affordability through local currency math
KPI
Consideration: 30% of aware audience
Message
"Jirani yako tayari ana Sun King. Muulize - pengine tayari anayo."
Channels
Agent referrals, village chief endorsements, community events
Strategy
Trust - leverage social proof and community leaders
KPI
Conversion: 15% of considerers
Message
"Anza leo. Lipa Tsh 1,000/siku kwa M-Pesa. Miliki mwanga wako."
Channels
Agent enrollment, M-Pesa/Airtel Money integration
Strategy
Simplicity - mobile money enrollment in under 5 minutes
KPI
PAYG enrollment: 95% activation rate
Message
"Mwambie jirani yako kuhusu Sun King - wote mnapata zawadi."
Channels
SMS referral, agent referral tracking, community sharing
Strategy
Community - referrals through existing social networks
KPI
Referral rate: 20% of customers
7 industry verticals with tailored pain points, solutions, and ROI data
Salons & Barbershops
scissorsPain Point
Can't run clippers, dryers during outages. Customers walk to competitors.
Solution
PowerHub runs all salon equipment. Battery backup ensures zero downtime.
Key Message
"Never turn away a customer. Power Your Hustle with Sun King."
Proof Point
[Illustrative] Salon owner in Arusha reports significant revenue increase after installation. Collect real case study Q1-Q2.
ROI
Generator: $80/month fuel. Sun King: $45/month PAYG. Savings: $420/year.
Restaurants & Food Service
utensilsPain Point
Refrigeration fails = spoiled food. No power = can't cook.
Solution
PowerHub powers fridges, cooking equipment, and lighting. 24/7 cold chain.
Key Message
"Keep food fresh, keep customers coming. Power Your Hustle."
Proof Point
[Illustrative] Restaurant owner reports zero food spoilage since installation. Collect real case study Q1-Q2.
ROI
Food waste savings: $200/month. Generator: $100/month. Total: $3,600/year.
Retail & Kiosks
storePain Point
Close at sunset = lose 4-5 hours of peak evening sales.
Solution
PowerHub extends operating hours with reliable lighting and power.
Key Message
"More hours open = more money earned. Power Your Hustle."
Proof Point
[Illustrative] Kiosk owner extends hours 6pm-10pm with solar. Collect real case study Q1-Q2.
ROI
Additional 4 hours × $10-20/hour = $1,200-2,400/year additional income.
Healthcare Facilities
stethoscopePain Point
Vaccine cold chain breaks. Medical devices fail. Patients at risk.
Solution
PowerHub ensures critical power for refrigeration, lighting, medical devices.
Key Message
"Power that saves lives. Sun King for Healthcare."
Proof Point
Partnership with district health offices for clinic electrification.
ROI
Zero downtime = zero vaccine waste = lives saved.
Schools & Education
graduationPain Point
Computer labs unusable. Students can't study after dark.
Solution
PowerHub powers computer labs, lighting, and charging stations.
Key Message
"Power the next generation. Sun King for Education."
Proof Point
Partnership with Ministry of Education for school electrification.
ROI
Solar-powered computer lab = digital literacy for 200+ students per school.
Offices & Professional
briefcasePain Point
Laptops die. Internet drops. Client meetings disrupted. Productivity zero.
Solution
PowerHub provides seamless backup for all office equipment.
Key Message
"Power your productivity. Never lose a minute of work."
Proof Point
[Illustrative] Professional office eliminates power-related productivity loss. Collect real case study Q1-Q2.
ROI
Lost productivity cost: $500-2,000/month. Sun King eliminates this.
Agricultural Businesses
wheatPain Point
Irrigation pumps stop. Processing equipment fails. Harvest timing critical.
Solution
PowerHub powers irrigation, processing, and cold storage.
Key Message
"Harvest more with solar power. Power Your Hustle."
Proof Point
Partnership with agricultural cooperatives for solar-powered processing.
ROI
Reduced post-harvest losses by 30-50%. Extended growing season.
10 marketing channels with budget allocation, target segments, content approach, and KPIs
Where we show up and for whom. Radio reaches rural families, LinkedIn reaches business owners, WhatsApp keeps conversations going. This is our plan for which channels to use for which audience.
| Channel | Product Focus | Target Segments | Content Approach | Frequency | Budget % | KPIs |
|---|---|---|---|---|---|---|
| Radio | SHS (primary), Home Inverter | Rural First-Time, Women, Growing Families | Emotional storytelling, testimonials, local language jingles | Daily spots, weekly drama series | 15% | Reach, brand recall, agent inquiries |
| Digital (Social) | Home Inverter (primary), B2B | Urban Professionals, Entertainment, Aspirational | Lifestyle content, before/after, UGC, influencer partnerships | Daily posts, weekly campaigns | 12.5% | Engagement, website traffic, leads |
| Agent Network | SHS (primary) | All SHS segments - primary sales channel | Door-to-door demos, community events, referral programs | Daily agent activities | 20% | Demos, enrollments, PAYG activations |
| Community Events | SHS (primary), Home Inverter | Rural, Women, Education-Focused | Live demos, village chief endorsements, church partnerships | 2-4 events per region per month | 10% | Attendance, demos, enrollments |
| OOH/Billboards | Home Inverter (primary) | Urban Professionals, Aspirational Homeowners | Bold visuals, simple messaging, aspirational lifestyle | Quarterly rotations in major cities | 7.5% | Impressions, brand recall |
| LinkedIn/B2B Digital | B2B Inverter (primary) | Business Owners, Decision Makers, Offices | ROI content, case studies, thought leadership, ABM campaigns | 3x/week posts, monthly webinars | 7.5% | MQLs, SQLs, demo requests |
| TV | Home Inverter | Urban Professionals, Growing Families, Entertainment | 30-second spots during prime time, lifestyle storytelling | Campaign bursts (4-6 weeks) | 10% | Reach, brand awareness, website visits |
| Trade Fairs | Both | All segments - high-intent audiences | Live demos, networking, lead capture, on-site sales | 4-6 major events per year per country | 5% | Booth visitors, leads, on-site sales |
| Influencer Marketing | Home Inverter (primary) | Urban Professionals, Entertainment, Aspirational | Authentic lifestyle content showing Sun King in real homes | 5-10 influencers per quarter | - | Reach, engagement, leads |
| PR/Media Relations | Both | General public, opinion leaders, government | News stories, impact data, partnerships, awards | Monthly press releases, quarterly features | 2.5% | Media mentions, sentiment |
Highest Budget Channels
Agent Network (20%), Radio (15%), Digital (12.5%)
SHS Primary Channels
Agent Network, Radio, Community Events
B2B Primary Channels
LinkedIn/B2B Digital, Trade Fairs, PR
16 evidence-backed claims with sources, confidence levels, and usage guidance
Evidence
27M+ solar products sold across 40+ countries
Source
Sun King Sustainable Financing Report 2024
Use In
All brand materials, PR, investor decks
Category
Scale & Impact
Evidence
1 in 5 Kenyans use a Sun King product
Source
Sun King corporate data, 2024
Use In
East Africa campaigns, social proof
Category
Scale & Impact
Evidence
37,000+ field agents, 440+ shops across 40+ countries
Source
Sun King About Us page, 2025
Use In
Differentiation vs competitors, agent recruitment
Category
Scale & Impact
Evidence
$1.2B+ in solar loans extended to ~10M PAYG customers
Source
Sun King Sustainable Financing Report 2024
Use In
PAYG messaging, financial inclusion stories
Category
Scale & Impact
Social media posts, campaign videos, storyboards, and radio jingles across all 4 campaigns
What our marketing actually looks like in the real world, sample social posts, video storyboards, and radio scripts for each campaign.
AI-Generated Content Disclaimer: These creative assets were generated using AI tools. While they aim to closely represent Sun King products and real-world scenarios, some visual details may not be fully realistic or may differ from actual Sun King product appearances. They are intended as conceptual references for campaign planning.
Social Media Posts (2)
Familia nzima, nuru moja
Family enjoying TV and homework with Home 500X. 'One family, one light'
Home 500X + 24" HD TV. Pata yako leo!
Mwanga wa masomo. Mwanga wa maisha
Child studying by Sun King light. 'Light of education. Light of life.'
Tembelea duka la Sun King karibu nawe
Campaign Videos (1)
Nuru ya Uhakika Campaign Video
The Ripple: One family's light inspires a whole village. Swahili voiceover with aspirational visuals.
0:28Radio Jingles (1)
Tanzania Radio Jingle. Nuru ya Uhakika
Swahili radio jingle for Tanzania market SHS campaign
Q2 Inverter Performance Diagnostic
Data-driven analysis of the Q2 performance gap, leads up 40%, but conversion and CAC moving in the wrong direction
Q2 had a problem: lots more people showed interest, but fewer actually bought. We grew our reach too fast before we had the systems to handle all the new enquiries. Here's what went wrong and how we fix it.
Executive Summary
Q2 showed strong demand generation. lead volume up 40%, proving that market appetite for solar inverters in Tanzania is real and growing. However, this growth masked a serious conversion breakdown: conversion to sales dropped 50% and CAC rose 30%. The root cause is not a strategy failure, it's a scaling sequencing problem. We expanded digital reach before building the lead qualification infrastructure to handle the volume. Leads flooded in, but without scoring, nurturing, or clear handoff criteria, sales teams received a mix of hot prospects and cold browsers. The fix is a focused 90-day corrective plan addressing targeting precision, lead nurture, marketing-sales alignment, and sales capacity. with no additional budget required for Phase 1.
leads Generated
Q1: 320
conversion Rate
Q1: 8.5%
cac
Q1: $85
sales Closed
Q1: 27
pipeline Value
Q1: $54,000
avg Deal Size
Q1: $2,000
Funnel Breakdown: Where Are We Losing?
| Funnel Stage | Q1 | Q2 | Change | Insight |
|---|---|---|---|---|
| Impressions | 85,000 | 142,000 | +67% | Reach expanded significantly — digital spend increase is working |
| Website Visits | 12,000 | 19,200 | +60% | Traffic growth strong — CTR healthy |
| Lead Form Fills | 320 | 448 | +40% | Lead volume up but visit-to-lead rate dropped (2.7% to 2.3%) — possible audience quality issue |
| Qualified Leads (MQL) | 160 | 134 | -16% | CRITICAL: Despite more leads, fewer qualify — lead quality is deteriorating |
| Sales Meetings | 64 | 38 | -40.6% | Sales team rejecting more leads — alignment gap widening |
| Proposals Sent | 38 | 24 | -36.8% | Fewer meetings means fewer proposals. Pipeline is thinning. |
| Closed Won | 27 | 19 | -29.6% | Revenue impact: $16,000 shortfall vs Q1 run rate |
Channel Performance: Which Channels Are Underperforming?
| Channel | Q1 Leads | Q2 Leads | Q1 Conv. | Q2 Conv. | Q2 CAC | Diagnosis |
|---|---|---|---|---|---|---|
| Facebook/Instagram Ads | 120 | 210 | 9.2% | 3.8% | $95 | Broad targeting pulling in low-intent audiences. High volume, low quality. |
| Google Search Ads | 85 | 98 | 12.5% | 8.1% | $82 | Keyword expansion into generic terms attracting researchers, not buyers. |
| LinkedIn (B2B) | 45 | 62 | 11.1% | 6.5% | $145 | Content engagement up but targeting too broad — reaching employees, not decision-makers. |
| Agent Referrals | 40 | 38 | 15.0% | 13.2% | $48 | Stable and high-quality. Agents still the best lead source — but not scaling. |
| Trade Fairs/Events | 30 | 40 | 10.0% | 5.0% | $160 | Saba Saba generated volume but many were just browsing — no follow-up system. |
Root Cause Analysis
Audience Targeting Drift
Facebook lookalike audiences expanded 3x in Q2 to hit volume targets. Broader audience = lower intent. MQL rate dropped from 50% to 30%.
No Shared Lead Scoring Definition
Marketing counts a form fill as a lead. Sales considers only leads with confirmed budget + timeline as qualified. This gap creates the quality complaint.
Missing Lead Nurture Sequence
Leads go directly from form fill to sales call. No email nurture, no education sequence, no qualification step. Cold leads hit sales reps unprepared.
Keyword Expansion Without Intent Filtering
Google Ads expanded to 45 new keywords in Q2. Many are informational (how does solar work) not transactional (buy solar inverter Tanzania).
Trade Fair Follow-Up Gap
Saba Saba generated 40 leads but only 12 received follow-up within 48 hours. The rest went cold. No automated follow-up workflow.
Sales Capacity Constraint
Same 4 sales reps handling 40% more leads. Response time increased from 4 hours to 2.5 days. Leads go cold before first contact.
Track experiments from idea to outcome. Click status buttons to advance each test through its lifecycle.
Not Started
Running
Paused
Results In
Graduated ✓
Killed ✗
Tightening Facebook audience targeting to high-intent signals will improve MQL rate from 30% to 50%
Adding a 3-email nurture sequence before sales handoff will increase meeting acceptance rate from 28% to 50%
Filtering Google Ads keywords to transactional intent only will reduce volume 30% but improve conversion 2x
Implementing a lead scoring model will align marketing and sales on lead quality definition
Automated 24-hour follow-up for event leads will increase conversion from 5% to 12%
Adding 1 sales rep will reduce response time from 2.5 days to < 6 hours, improving close rate 25%
Marketing-Sales Alignment SLA
A structured framework to bridge the gap between marketing and sales, shared definitions, lead scoring, weekly rhythm, and accountability
Sales says "you send us bad leads." Marketing says "you don't follow up." This section fixes that by creating shared rules, regular check-ins, and clear accountability on both sides.
Current State: Why the Gap Exists
No shared definition of a qualified lead
Impact: Sales rejects 72% of marketing leads as unqualified (Both teams)
No lead scoring system
Impact: All leads treated equally — hot and cold mixed together (Marketing)
No SLA on response time
Impact: Average first contact: 2.5 days. Industry best practice: < 6 hours (Sales)
No feedback loop
Impact: Marketing doesn't know why leads are rejected. Sales doesn't know what marketing is optimizing for. (Both teams)
Separate reporting
Impact: Marketing reports on leads generated. Sales reports on revenue. Nobody owns the middle of the funnel. (Both teams)
Proposed Lead Scoring Model
| Score | Criteria | Action | Marketing Commits | Sales Commits |
|---|---|---|---|---|
| A (Hot) | Budget confirmed + Timeline < 3 months + Decision-maker + Expressed product interest | Sales contacts within 4 hours | Deliver >= 15 A-leads/month | Contact 100% within 4 hours, feedback within 48 hours |
| B (Warm) | Budget likely + Timeline < 6 months + Influencer or decision-maker | Sales contacts within 24 hours | Deliver >= 40 B-leads/month | Contact 100% within 24 hours, qualify within 1 week |
| C (Nurture) | Interest expressed but no budget/timeline confirmed | Enter email nurture sequence (marketing owns) | Nurture until score improves to B or A | Do not contact — let marketing warm them up |
| D (Disqualified) | Wrong geography, no budget capacity, competitor employee, student | Remove from pipeline | Reduce D-leads to < 10% of total | Provide disqualification reason within 48 hours |
Weekly Alignment Rhythm
Pipeline Review
Who: Marketing + Sales leads
Review last week's lead flow, conversion rates, stuck deals. Identify blockers.
Lead Quality Check
Who: Marketing analyst + Sales rep
Review 10 random leads from the week. Score together. Calibrate definitions.
Win/Loss Debrief
Who: Full team
Review closed-won and closed-lost deals. What worked? What didn't? Feed insights back to marketing.
Shared Accountability Dashboard
| Metric | Owner | Target | Review Frequency |
|---|---|---|---|
| Marketing Qualified Leads (MQLs) | Marketing | 60/month | Daily |
| Sales Accepted Leads (SALs) | Sales | >= 70% of MQLs | Weekly |
| Lead Response Time | Sales | < 6 hours for A-leads | Daily |
| Pipeline Value | Both | $150K/quarter | Weekly |
| Cost Per Acquisition | Marketing | < $85 | Monthly |
| Win Rate | Sales | >= 12% | Monthly |
| Lead-to-Close Cycle Time | Both | < 45 days | Monthly |
Leadership Communication Framework
Three tailored communication approaches for the same Q2 data, because how you frame the message matters as much as the data itself
The same Q2 data needs different framing for different people. The CEO needs the strategic picture, the team needs motivation, and sales needs to know what's changing for them.
To: CEO / VP Marketing
Strategic update for senior leadership
"Q2 Inverter Update: Volume Strategy Working, Quality Pivot Needed"
Our digital investment is generating results — lead volume up 40%, proving market demand exists for solar inverters in Tanzania.
However, we've identified a conversion bottleneck: leads are coming in faster than our qualification and sales process can handle effectively.
Root cause is clear: we scaled volume before building the qualification infrastructure. This is a sequencing issue, not a strategy failure.
We have a 6-week corrective plan that addresses lead quality, marketing-sales alignment, and sales capacity. No additional budget required for Phase 1.
Expected outcome: Q3 conversion rate back to 8%+ with CAC below $85. We'll have early indicators within 3 weeks.
To: Marketing Team
Internal team alignment message
"Q2 Retro: What We Learned and What We're Changing"
First, let's acknowledge what went right: we proved we can generate demand at scale. Lead volume up 40% is a real achievement.
The challenge: our funnel isn't converting those leads into sales. This isn't about working harder — it's about working smarter.
We're introducing lead scoring so we focus energy on the leads most likely to buy. No more chasing cold leads.
We're building a nurture sequence so leads get educated before they talk to sales. This protects your time and improves outcomes.
Each of you will own a specific experiment over the next 6 weeks. I'll share assignments by Friday.
To: Sales & Risk Team
Cross-functional alignment message
"We Heard You. Here's What We're Doing About Lead Quality."
We've heard your feedback that lead quality dropped in Q2. You're right — and we've done the analysis to understand why.
The core issue: we expanded our digital targeting too broadly to hit volume targets. More leads came in, but many weren't ready to buy.
Starting this week, we're implementing lead scoring. You'll only receive A and B leads — people with confirmed budget and timeline.
C-grade leads will stay with marketing for nurturing. You won't see them until they're warmed up and qualified.
We need your help: please provide feedback on every lead within 48 hours — accepted or rejected with a reason. This data makes the scoring model smarter.
90-Day Corrective Action Timeline
Sequenced execution plan, showing which experiments run in parallel and when we expect early indicators
A 90-day fix in three phases: first stop the bleeding (weeks 1-3), then build the right systems (weeks 4-7), then scale what works (weeks 8-12). With clear checkpoints to decide if we're on track.
Review H1 + H3 results. If MQL rate hasn't improved by at least 10 percentage points, escalate to VP and consider pausing Facebook spend entirely.
Review lead scoring adoption. If sales acceptance rate (SAL) hasn't reached 50%+, recalibrate scoring criteria with sales team. Check nurture sequence open rates.
Full Q3 mid-point review. Compare conversion rate, CAC, and pipeline value against recovery targets. Present findings to leadership with Q4 budget recommendations.
What Success Looks Like: Q3 Recovery Targets
If we execute this plan, here's where we expect to be by end of Q3, clear, measurable accountability
By end of Q3, here's exactly where we need to be. These targets are ambitious but realistic, and I explain why I believe we can hit them and what could go wrong.
Why I'm Confident This Will Work
The leads ARE coming, volume is up 40%. The problem is qualification, not demand generation.
Root causes are identifiable and fixable, targeting drift, missing nurture, no lead scoring. These are process gaps, not market failures.
Quick wins (H1, H3) can show results in 3 weeks, building momentum and credibility with the sales team.
The marketing-sales alignment SLA creates a permanent fix, not a one-time patch.
No additional budget required for Phase 1, we're reallocating existing spend more intelligently.
Honest Caveats & Dependencies
Sales team buy-in is critical, if they don't adopt lead scoring and provide feedback within 48 hours, the system breaks down.
H6 (adding a sales rep) requires HR/budget approval, if delayed, we may need to redistribute territories as an interim fix.
Event follow-up automation (H5) depends on Saba Saba timing, if the event is cancelled or postponed, we'll test with a webinar instead.
These targets assume no major market disruption (competitor price war, currency devaluation, regulatory change).
If Week 3 results show targeting wasn't the issue, we'll pivot to testing product-market fit for the inverter price point.
The Bottom Line
Q2 wasn't a strategy failure, it was a scaling problem. We proved we can generate demand (leads up 40%). Now we need to match that demand generation with lead qualification infrastructure. The 90-day plan addresses this systematically: quick wins in weeks 1-3 to stop the bleeding, system-building in weeks 4-7 to create lasting alignment, and scaling in weeks 8-12 to hit our recovery targets. No additional budget required for Phase 1. I'll have early indicators by Week 3 and a full progress report by Week 6.
AI analyzes CRM, sales, and market data to recommend actions and generate segment-specific content
Launch Agent Referral Bonus Program
High ImpactNewTop-performing agents generate 3x more referrals than average. A structured referral bonus could increase overall referrals by 40%.
Launch SMS Reminder Campaign for PAYG Customers
Medium ImpactImplementedAnalysis shows 23% of late payments are due to forgetfulness, not inability to pay. SMS reminders could reduce late payments significantly.
AI-Powered Sales Forecasting
Monthly Sales Forecast - FY26
- MAPE (Mean Absolute % Error): 8.2%
- R² Score: 0.89
- Within confidence interval: 94% of actuals
- New sales data is added (daily)
- Marketing activities are updated
- External factors change (competitor, weather)
Social Media Monitoring
- • Brandwatch / Sprout Social
- • Hootsuite Insights
- • Mention.com
- • Google NLP API
- • AWS Comprehend
- • Custom Swahili model
- • Slack notifications
- • Email digests
- • SMS for crises
Track quarterly objectives and key results
Q2 FY26 Overall Progress
73%Launch B2B inverter business with 500 qualified leads
at risk45%
Improve agent productivity by 30%
completed100%
Data Integration
OKRs can be automatically updated by connecting to your CRM (Salesforce/HubSpot), Google Analytics, and internal sales systems via the Integration Guide.
Email summary every Monday at 8:00 AM EAT
Sun King Weekly Marketing Digest
Week of June 24 - June 30, 2026
Budget Performance
Planned Spend
$42,000
Actual Spend
$38,500
Variance
-8.3%
Top Performing Activities
Agent Leaderboard Movers
John Mwamba
+12 positions
Now #3
Rehema Shayo
+8 positions
Now #7
Baraka Msigwa
-5 positions
Now #15
Upcoming This Week
Alerts & Notifications
This digest was automatically generated by Sun King Marketing Dashboard
1,566
$626,400
23.3%
| Rank | Agent | Region | Units Sold | Revenue | Conversion | Referrals | Trend |
|---|---|---|---|---|---|---|---|
JM John Mwamba Tanzania | Dar es Salaam | 145 | $58,000 | 32% | 28 | ||
2 | GK Grace Kimaro Tanzania | Mwanza | 132 | $52,800 | 29% | 24 | |
3 | PM Peter Massawe Tanzania | Arusha | 118 | $47,200 | 27% | 21 | |
4 | FH Fatuma Hassan Tanzania | Dodoma | 105 | $42,000 | 25% | 18 | |
5 | DM David Mushi Tanzania | Mbeya | 98 | $39,200 | 24% | 16 |
Top Performer of the Month
John Mwamba
145 units sold • $58,000 revenue • 32% conversion
Model the impact of hiring more agents vs. improving existing agent productivity on Tanzania sales targets
Current Agents
25,000
Sales/Agent/Month
1.8
Annual Target
35,000
Current Gap
On Track
Badges, challenges, and points to motivate field agents
Earned Badges (6)
Solar Champion
Jan 2026
First Light
Dec 2024
Streak Master
Jan 2026
Referral King
Feb 2026
Top Performer
Jan 2026
Certified Pro
Dec 2024
In Progress (2)
Inverter Expert
7/10Sell 10+ inverter systems
Community Hero
3/5Lead 5+ community demonstrations
Total Sales (YTD)
14,040
units
Active Regions
14
with agents
Total Agents
77
field team
Avg Growth
+14.9%
vs last year
Integration: Connect to CRM + Google Maps API for interactive map visualization
Data sources: Salesforce/HubSpot for sales data, World Bank for electrification rates, internal agent database for field team locations.
Active Tests
2
currently running
Completed
3
tests finished
Avg Conversion Lift
+70%
from winning variants
Total Tests
5
all time
Hero Image Test - Family vs Product
2026-01-15 - 2026-01-29
Winner Found💡 Family imagery outperformed product shots by 89% in conversions. Emotional connection drives action.
CTA Button Test - Swahili vs English
2026-01-20 - 2026-02-03
Winner Found💡 Swahili CTA increased CTR by 33%. Local language resonates better with target audience.
Video Length Test - 15s vs 30s
2026-02-01 - 2026-02-15
💡 Still collecting data. 30s video showing higher conversion rate but lower reach.
Audience Test - SME Owners vs Employees
2026-02-03 - 2026-02-17
💡 Business owners showing higher intent. Need more data for statistical significance.
Radio Script Test - Testimonial vs Facts
2026-01-10 - 2026-01-24
Winner Found💡 Testimonial-based radio ads drove 73% more store visits. Social proof is powerful in Malawi.
Integration Options
Meta Ads
Auto-sync A/B test results from Facebook/Instagram
Google Optimize
Website and landing page experiments
Manual Entry
For radio, OOH, and offline tests
Active Partners
5
influencers
Total Spend
$24,500
this period
Total Reach
1.3M
impressions
Conversions
795
attributed sales
Cost per Conversion
$30.82
avg CPA
Mama Salma
450K
Reach
4.2%
Eng Rate
145
Conv.
$5,000
Cost
DJ Shiru
320K
Reach
6.8%
Eng Rate
89
Conv.
$3,500
Cost
Chef Ally
95K
Reach
5.5%
Eng Rate
32
Conv.
$2,000
Cost
Thoko Banda
280K
Reach
3.8%
Eng Rate
78
Conv.
$2,500
Cost
Pastor Chimwemwe
95K
Reach
7.2%
Eng Rate
56
Conv.
$1,500
Cost
Village Chief Network (12 chiefs)
15K
Reach
N/A
Eng Rate
210
Conv.
$6,000
Cost
SACCO Leaders (8 groups)
9K
Reach
N/A
Eng Rate
185
Conv.
$4,000
Cost
Integration & Tracking
Instagram Insights API
Auto-pull reach, engagement, story views
UTM Tracking
Unique links per influencer for conversion attribution
Promo Codes
Unique discount codes to track offline conversions
Total Events
8
planned
Total Attendance
458
people reached
Leads Collected
138
from events
On-site Sales
35
units sold
Cost per Lead
$41.30
avg CPL
Saba Saba Trade Fair 2026
Trade Fair5000
Expected
0
Leads
0
Sales
$35,000
Cost
0
Photos
Nane Nane Agricultural Show
Trade Fair8000
Expected
0
Leads
0
Sales
$25,000
Cost
0
Photos
Agent Training - Arusha
Training45
Expected
0
Leads
0
Sales
$3,500
Cost
0
Photos
Village Demo Day - Kilimanjaro
Community185
Attended
42
Leads
12
Sales
$1,200
Cost
24
Photos
Church Partnership Launch
Launch Event245
Attended
68
Leads
18
Sales
$2,500
Cost
35
Photos
Independence Day Activation
Community3000
Expected
0
Leads
0
Sales
$15,000
Cost
0
Photos
SME Power Workshop
Training28
Attended
28
Leads
5
Sales
$2,000
Cost
12
Photos
Mobile Roadshow - Mwanza
Roadshow320
Attended
85
Leads
22
Sales
$8,000
Cost
18
Photos
Integration Options
Eventbrite
Registration & ticketing for larger events
Google Forms
Simple check-in for community events
QR Code Check-in
Custom app for agent-led activations
Saba Saba Trade Fair 2024
Agent Training Workshop
Community Demo - Arusha
Church Partnership Launch
Independence Day Campaign
Rural Road Show
Drag and drop photos or click to upload
8 strategic risks with probability assessment, mitigation plans, and contingency budgets (Total: $220K)
What could go wrong and what we'd do about it. 8 risks ranked by how likely they are and how bad they'd be, with $220K set aside for contingencies.
1. Competitor Price War
2. PAYG Default Crisis
3. Agent Network Attrition
4. Regulatory Changes
5. Currency Devaluation
6. Supply Chain Disruption
7. Seasonal Demand Drops
8. Digital Adoption Barriers
Probability vs. Severity matrix for 8 strategic risks. Total contingency: $220K
Probability × Severity Matrix
Risk Score Ranking
Competitor Price War
70
PAYG Default Crisis
50
Agent Network Attrition
27
Currency Devaluation
23
Regulatory Changes
20
Seasonal Demand Drops
20
Supply Chain Disruption
17
Digital Adoption Barriers
15
12 critical milestones with auto-calculated status based on target dates (current date: Feb 12, 2026)
| Milestone | Target Date | Priority | Auto Status | Days Remaining | Owner | Dependencies | Impact if Delayed |
|---|---|---|---|---|---|---|---|
| CRM System Live | Jan 31, 2026 | P0 - Blocker | Past Due | 12d overdue | Digital Mktg Mgr | Vendor selection, data migration | All tracking delayed; cannot measure KPIs |
| Agent Training Complete (150) | Mar 31, 2026 | P1 - Critical | In Progress | 47d left | Field Ops Manager | Training materials, demo units | Q1 sales targets at risk |
| M-Pesa/Airtel Integration | Feb 28, 2026 | P0 - Blocker | In Progress | 16d left | Product Manager | API access, testing environment | PAYG enrollment blocked |
| Radio Campaign Launch | Jan 15, 2026 | P1 - Critical | Past Due | 28d overdue | Marketing Mgr TZ | Creative production, station contracts | Brand awareness delayed |
| ROI Calculator Tool Live | Feb 15, 2026 | P1 - Critical | Due Soon | 3d left | Digital Mktg Mgr | Web development, data validation | B2B lead generation delayed |
| Dashboard & Analytics Live | Feb 28, 2026 | P1 - Critical | In Progress | 16d left | Digital Mktg Mgr | Tool procurement, GA4 setup | Cannot track performance |
| Bank/MFI Partnerships Signed | Mar 31, 2026 | P2 - Important | In Progress | 47d left | Business Dev Mgr | Legal review, terms negotiation | B2B financing unavailable |
| Saba Saba Booth Confirmed | May 31, 2026 | P1 - Critical | Upcoming | 108d left | Events Manager TZ | Booth booking, design approval | Miss biggest trade fair |
| Malawi Inverter Launch | Jul 1, 2026 | P2 - Important | Upcoming | 139d left | Marketing Mgr MW | Agent training, inventory, marketing | Malawi inverter revenue delayed |
| Agent Gamification Platform | Apr 1, 2026 | P2 - Important | In Progress | 48d left | Field Ops Manager | Platform selection, integration | Agent productivity improvement delayed |
| FY27 Strategy Approved | Dec 15, 2026 | P2 - Important | Upcoming | 306d left | Head of Marketing | Research complete, budget approval | FY27 start delayed |
| 500 Active Agents | Sep 30, 2026 | P1 - Critical | Upcoming | 230d left | Field Ops Manager | Recruitment, training, retention | Sales capacity constrained |
0
Overdue (>30d)
2
Past Due
1
Due Soon (≤14d)
5
In Progress
4
Upcoming
13 technology integrations powering the marketing engine
The software and tools we need to make all of this work. Things like customer databases, analytics dashboards, and WhatsApp messaging. Listed in order of what we need first.
HubSpot CRM
Lead management, pipeline tracking, customer data
Google Analytics 4
Website/app analytics, conversion tracking
M-Pesa API
PAYG payment collection & tracking (TZ)
Airtel Money / TNM Mpamba
PAYG payment collection (Malawi)
SMS Gateway (Africa's Talking)
SMS reminders, notifications, alerts
WhatsApp Business API
Agent communication, customer support
Facebook/Meta Ads Manager
Social media advertising
LinkedIn Ads (B2B)
B2B lead generation for inverters
Marketing Dashboard
Centralized performance monitoring
Email Platform (SendGrid)
Email marketing, weekly digest, nurture
Social Listening (Brandwatch)
Brand sentiment monitoring
Agent Mobile App
Agent sales tracking, gamification
Cloud Storage (AWS S3)
Photo gallery, document storage
4
P0 Blockers
5
P1 Critical
6
In Progress
7
Planned
11 roles across 2 countries with governance meeting cadence
Who does what, who reports to whom, and how often we meet to stay aligned. 11 roles across Tanzania and Malawi with a clear governance rhythm.
| Role | Responsibility | Reports To | Country | Status | Start Date | Key Deliverables |
|---|---|---|---|---|---|---|
| Head of Marketing | Overall marketing strategy, budget, team leadership | VP Marketing | Both | In Place | Current | FY26 plan, budget management, team performance |
| Marketing Manager - Tanzania | Tanzania campaigns, radio, community, events | Head of Marketing | Tanzania | In Place | Current | Nuru ya Uhakika execution, TZ brand awareness |
| Marketing Manager - Malawi | Malawi campaigns, church partnerships, community | Head of Marketing | Malawi | In Place | Current | Kuwala Kokhazikika execution, MW brand awareness |
| Digital Marketing Manager | Digital channels, analytics, CRM, dashboard | Head of Marketing | Both | In Place | Current | Digital leads, analytics, dashboard management |
| B2B Marketing Manager | Inverter go-to-market, LinkedIn, events, partnerships | Head of Marketing | Both | To Hire | Jan 2026 | Power Your Hustle execution, B2B pipeline |
| Content Marketing Specialist | Video production, social media, blog, case studies | Digital Mktg Mgr | Both | To Hire | Feb 2026 | 50+ content pieces, testimonial videos |
| Field Operations Manager | Agent recruitment, training, gamification, retention | Head of Marketing | Both | In Place | Current | 500 agents, productivity targets |
| Events Manager - Tanzania | Saba Saba, Nane Nane, community events | Marketing Mgr TZ | Tanzania | In Place | Current | All TZ events, booth management |
| Customer Success Manager | PAYG collection, retention, referrals, NPS | Head of Marketing | Both | In Place | Current | 95% collection, <10% churn, NPS 60+ |
| Business Development Manager | Bank/MFI partnerships, trade associations | B2B Marketing Mgr | Both | To Hire | Mar 2026 | 5+ partnerships, $500K co-funded |
| Data Analyst | Performance reporting, ROI analysis, dashboards | Digital Mktg Mgr | Both | To Hire | Feb 2026 | Weekly reports, quarterly analysis |
7
In Place
4
To Hire
11
Total Roles
3
Restock immediately
2
Order soon
3
Stock OK
8
Tracked items
Stock Alerts
HomePlus
SK-HP45
9 days of stock
PowerPlay Pro
SK-PP1K25
22 days of stock
HomePlus Pro
SK-HPP32
12 days of stock
HomePlus Pro
SK-HPP15
9 days of stock
PowerPlay Pro
SK-PP1K8
11 days of stock
Integration Options
ERP Systems
SAP, Oracle, Odoo
Inventory Software
Zoho Inventory, TradeGecko
Sun King Internal
Direct API connection
Manual Upload
CSV/Excel import
Activity Due Tomorrow
1 day before activity
Budget Overspend Alert
When spend exceeds 10%
Weekly Performance Summary
Every Monday 8am
Inventory Low Stock
Stock below 50 units
New Lead Notification
When MQL received
Agents submit sales reports, competitor sightings, and feedback via WhatsApp
Available Bot Commands
SALEReport a new sale
Example: SALE 2 SHS100 Kinondoni Maria 0712345678
COMPETITORReport competitor activity
Example: COMPETITOR d.light Mwanza discount 20%
FEEDBACKSubmit customer feedback
Example: FEEDBACK positive upgrade request Area 25
SUPPORTRequest technical support
Example: SUPPORT battery issue SK100-TZ-2024-45678
STOCKCheck inventory levels
Example: STOCK SHS100
POINTSCheck your reward points
Example: POINTS
HELPGet list of commands
Example: HELP
Ask questions about your marketing dashboard using voice commands
Click to start voice command
Integration: Uses Web Speech API (built into modern browsers). Works offline for speech recognition. For production, consider integrating with Google Cloud Speech-to-Text or AWS Transcribe for better accuracy.
Work offline and sync data when connection returns • Last sync: 2 minutes ago
Connected to Sun King Cloud
All data is syncing in real-time
25.5 MB available for offline data
Sync Queue (3 pending)
3 SHS units sold - Kinondoni
10 mins ago
Competitor sighting - Mwanza
25 mins ago
Community demo photos (4)
1 hour ago
Customer feedback - Lilongwe
2 hours ago
Cached Data
Campaign Data
Updated 2 mins ago • 156 KB
Agent Leaderboard
Updated 5 mins ago • 45 KB
Product Catalog
Updated 1 hour ago • 2.3 MB
Customer Database
Updated 30 mins ago • 890 KB
Competitor Intel
Updated 2 hours ago • 78 KB
Training Materials
Updated 1 day ago • 15.6 MB
Synced Devices
How Offline Mode Works
- • Service Workers cache the dashboard for instant loading
- • IndexedDB stores data locally for offline access
- • Background Sync automatically uploads when reconnected
- • Conflict Resolution handles simultaneous edits
Integration: Uses Workbox for Service Workers, Dexie.js for IndexedDB, and Background Sync API. Critical for field agents in rural areas with poor connectivity.
Connect a Google Sheet
Your team can update data directly in Google Sheets, and changes will sync to the dashboard automatically.
Connected Sheets
FY26 Budget Tracker
Budget & SpendSheet: Budget
Records
156
Last Sync
5 mins ago
Next Sync
In 25 mins
Agent Performance
Sales DataSheet: Agents
Records
45
Last Sync
1 hour ago
Next Sync
In 30 mins
Activity Tracker
Campaign ActivitiesSheet: Activities
Records
64
Last Sync
Syncing...
Next Sync
-
Setup Instructions
- Create a Google Sheet with your data (use our templates for best results)
- Share the sheet with [email protected] as Editor
- Copy the sheet URL and paste it above
- Select which sheet tab contains your data
- Map columns to dashboard fields
How it works: The dashboard uses the Google Sheets API to read data from your connected sheets. Data syncs automatically every 30 minutes, or you can trigger a manual sync anytime. Your team can update the spreadsheet directly - no need to log into the dashboard to make changes.
Active Email Rules
Budget Variance Alert
When spend exceeds 10% of plan
Weekly Performance Report
Every Monday at 8:00 AM
Activity Due Reminder
3 days before activity due date
Monthly Executive Summary
First Monday of each month
Inventory Low Stock Alert
When stock falls below minimum
Recent Emails Sent
Weekly Performance Report - Week 5
Sent to 3 recipients • 2026-02-03 08:00
Budget Alert: Digital spend at 112% of plan
Sent to 2 recipients • 2026-02-02 14:30
Reminder: Saba Saba planning due in 3 days
Sent to 1 recipient • 2026-02-01 09:00
Activity Overdue: Radio script approval
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Email Service Integration
Connect an email service to enable automated notifications. Choose based on your volume and needs:
SendGrid
Best for high volume, detailed analytics
Recommended
Mailchimp Transactional
Good for marketing + transactional
Gmail API
Simple setup, lower volume
Setup required: Add your email service API key in the Admin Panel → Settings → Integrations
Live Team Activity
Connected Data Sources
Google Sheets - Budget Tracker
Salesforce CRM
Meta Ads Manager
Agent Database
Inventory System
Google Sheets Integration
Connect your Google Sheets to enable live data updates. Your team can update budgets, activity status, and actuals directly in the spreadsheet.
This guide shows what each dashboard feature needs to connect to for live data.
Google Sheets Integration
Live data updates from spreadsheets for budgets, activities, and agent data
Google Sheets API
RecommendedDirect connection to Google Sheets for real-time data sync
Zapier
No-code automation to sync data between apps
Microsoft Excel Online
Alternative if team uses Microsoft 365
Email Notifications
Automated alerts for budget variance, activity reminders, and weekly reports
SendGrid
RecommendedReliable email delivery with detailed analytics
Mailchimp Transactional
Good if already using Mailchimp for marketing
Gmail API
Simple setup for low volume
SMS/WhatsApp Alerts
Field team notifications for upcoming activations and urgent updates
Africa's Talking
RecommendedBest rates for East Africa, supports SMS and USSD
Twilio
Global coverage, WhatsApp Business API
WhatsApp Business API
Direct WhatsApp integration for richer messaging
Agent Performance Leaderboard
Sales data by agent including units sold, revenue, and conversion rates
Salesforce
RecommendedEnterprise CRM with full sales tracking
HubSpot CRM
Free CRM with good reporting
Zoho CRM
Affordable option with mobile app
Google Sheets + Forms
Simple manual tracking by agents
Media Spend Tracker
Track actual ad placements vs planned across digital and traditional channels
Meta Ads API
RecommendedAuto-pull Facebook/Instagram ad spend and performance
Google Ads API
RecommendedAuto-pull Google search and display ad data
Manual Entry (Radio/OOH)
Upload invoices and placement reports for offline media
Inventory Alerts
Stock level monitoring to pause campaigns when products unavailable
Sun King ERP/Inventory System
RecommendedDirect connection to internal inventory database
Odoo
Open-source ERP with inventory module
Google Sheets
Manual stock tracking updated by warehouse team
Regional Heat Map
Visual map showing sales density and agent coverage by district
Google Maps API
RecommendedInteractive maps with custom markers and heat layers
CRM + Geocoding
RecommendedSales data with location coordinates
Mapbox
Alternative mapping with custom styling
Photo Gallery
Event photos from activations, agent trainings, and community events
AWS S3 / Cloudinary
RecommendedCloud storage for images with CDN delivery
Google Photos API
Sync from shared Google Photos albums
Direct Upload
Upload directly from device to dashboard
Influencer Dashboard
Track influencer partnerships, reach, engagement, and conversions
Instagram Insights API
RecommendedAuto-pull reach, engagement, story views
UTM Tracking
RecommendedUnique links per influencer for conversion attribution
Promo Codes
Unique discount codes to track offline conversions
Event Attendance Tracker
Registration and check-in data from trade fairs and community events
Eventbrite
RecommendedRegistration and ticketing for larger events
Google Forms
Simple check-in for community events
QR Code Check-in App
Custom app for agent-led activations
A/B Test Tracker
Track creative tests across digital channels and measure winning variants
Meta Ads A/B Testing
RecommendedBuilt-in split testing for Facebook/Instagram
Google Optimize
Website and landing page experiments
Manual Entry
For radio, OOH, and offline tests
Competitor Activity Feed
Field intelligence on competitor pricing, promotions, and activities
Google Forms → Sheets
RecommendedSimple form for agents to submit sightings
WhatsApp Bot
Agents text reports to dedicated number
Custom Mobile App
Dedicated app with photo upload capability
Calendar Export
Export marketing activities to team calendars for scheduling
Google Calendar API
RecommendedDirect sync to Google Calendar
iCal Export
Download .ics file for any calendar app
Outlook Integration
Direct sync to Microsoft Outlook
Quick Start: Minimum Viable Integrations
To get the dashboard fully operational with live data, prioritize these 4 integrations:
1. Google Sheets
For budget, activities, and agent data
Setup time: 1-2 hours
2. SendGrid
For email alerts and reports
Setup time: 30 minutes
3. Africa's Talking
For SMS alerts to field teams
Setup time: 1 hour
4. Meta Ads API
For digital ad spend tracking
Setup time: 2-3 hours
Building a high-performing, cross-border marketing team that operates as one unit
Team Alignment & Operating Model
"One Team, Two Markets", how we bridge the Tanzania-Malawi gap and eliminate silos
Two countries, one team. Here's how we stay aligned without micromanaging, a weekly rhythm, clear roles for each market, and systems that make collaboration the default way of working.
The Challenge We're Solving
A geographically dispersed team across 2 countries, working in silos. Tanzania and Malawi teams develop campaigns independently, miss cross-market learnings, duplicate effort, and lack a shared rhythm. The result: inconsistent brand experience, slower execution, and team members who feel disconnected from the bigger mission.
"One Team, Two Markets". The Operating Model
Central Hub
Head of Marketing (You)
Tanzania Spoke
Local Marketing Lead + Team
Malawi Spoke
Local Marketing Lead + Team
Weekly Team Rhythm. The Heartbeat That Keeps Us Aligned
30 min, each country shares top 3 priorities for the week, blockers, and one learning from last week
TZ & MW leads review upcoming content together, catch inconsistencies, share creative ideas
Review campaign dashboards together, what's working, what's not, what to test next
Dedicated time for TZ-MW knowledge sharing. "What worked in Dar that we should try in Lilongwe?"
Celebrate one win per country, document one learning. Shared in team Slack channel for visibility.
Collaboration Infrastructure
Single source of truth for all KPIs, both countries see the same numbers in real-time
Documented templates so a campaign that works in TZ can be adapted for MW in days, not weeks
Centralized brand assets, approved images, and templates, no more "which logo do I use?"
Every test result, win, and failure documented, new team members get up to speed in days
Integrated Marketing Engine
How content marketing, digital growth, and local market insights feed into each other, not separate workstreams
Content creation, online marketing, and local market knowledge are not three separate jobs. They're one connected system. When one team learns something, it feeds the others. Here's how, with a real example.
Content Marketing
Creating stories that educate, inspire, and convert, in languages and formats our customers actually consume.
Real families, real impact, filmed in villages, shared on radio and social
Simple visual guides agents can use during doorstep demos
"Solar 101" content that builds category awareness before selling product
ROI-focused content showing business owners their payback period
Digital Growth
Data-driven acquisition and conversion, testing, optimizing, and scaling what works across both markets.
Facebook/Google campaigns with proper attribution and A/B testing
Nurture sequences that move leads from interest to agent visit
Ranking for "solar home system Tanzania" and similar high-intent queries
Account-based marketing targeting business owners for inverter products
Local Market Insights
On-the-ground intelligence that makes our marketing authentic, not generic "Africa" messaging.
Monthly surveys + WhatsApp group insights on what customers are asking
Price changes, new products, agent poaching, tracked weekly per district
Mapping campaigns to local events, harvest seasons, and payment cycles
Post-purchase calls, PAYG data analysis, and NPS tracking
How These Three Engines Feed Each Other
Agent reports that customers worry about product lifespan → We create "10-Year Promise" content series
Customer success video performs well organically → We boost it as a paid ad with proper targeting
Facebook data shows 3x engagement on "savings" messaging → We brief agents to lead with savings pitch
The Engine in Action: From Malawi Field Insight to Scalable Campaign
A Twin Market pair in Malawi discovers that church partnerships are driving 3x more SHS demos than radio ads. Pastors are trusted voices, their endorsement carries more weight than any billboard.
Insight gets flagged in the Wednesday Data Deep-Dive. Content team films a 2-minute video of Pastor Banda in Lilongwe explaining why he chose Sun King for his church. Creates a "Community Leader Toolkit" for agents.
Digital team tests the Pastor Banda video as a Facebook ad in both countries. Targets communities near churches. Tanzania adapts the approach with a mosque partnership in Dodoma. Within 4 weeks, a Malawi field observation becomes a cross-country campaign template.
This is what integration looks like in practice, not three teams doing their own thing, but one system where every insight gets captured, packaged, and scaled.
3 Internal Initiatives: Building a Performance & Innovation Culture
Three programs to build a team that experiments, shares knowledge, and grows skills
Three programs to build the culture: experiment monthly (Marketing Lab), learn from each other across countries (Twin Market), and grow your skills through real projects with real budgets (Skill Sprint).
"Marketing Lab". Monthly Experimentation Program
What It Is
Every month, each country team gets a small "innovation budget" ($2,000) and a mandate to test one new idea. Could be a new channel, a new message, a new partnership, or a new format. The only rule: you must measure it and share what you learned.
Why It Matters
Most marketing teams get stuck doing "what we've always done." The Marketing Lab creates a safe space to try new things without risking the core budget. It also gives junior team members a chance to own something and develop strategic thinking skills.
How It Works
Pitch Day, each team member proposes an experiment with a hypothesis and success metric
Execute, run the experiment with the allocated budget and track results daily
Share, present results at all-hands. Did it work? What did we learn? Should we scale it?
TikTok solar demos for youth audience • WhatsApp broadcast lists for PAYG reminders • Church announcement partnerships in Malawi • Agent referral bonus A/B test
"Twin Market". Cross-Country Mentorship Pairs
What It Is
Pair each Tanzania team member with a Malawi counterpart in the same functional area. They become "twins", sharing learnings, reviewing each other's work, and spending one week per quarter in each other's market.
Why It Matters
Silos form because people don't know each other. When you've sat in a Malawi agent's home and watched them demo a product, you understand their challenges differently. This program builds empathy, transfers knowledge, and creates a team that genuinely feels like one unit.
The Pairing Model
Adapt successful content across languages/cultures
Share campaign optimization tactics and audience insights
Compare agent training methods and incentive structures
Each "twin" spends 1 week per quarter in the other market. Budget: ~$1,500/person/trip. Total annual cost: ~$18K. ROI: Priceless cross-market understanding.
"The 90-Day Skill Sprint". Learn by Doing, Not by Watching
What It Is
Every quarter, each team member picks one skill gap they want to close. They get a mentor (cross-country where possible), a small live budget ($300-500), and 90 days to run a real project that builds that skill. Not classroom training, actual campaign work with guardrails and support.
Why It Matters
Sun King's marketing team needs to grow its capabilities as fast as the business grows. Traditional training (workshops, webinars) has low retention. Learning by running a real campaign, with real budget, real results, and a mentor watching, builds skills that stick. It also creates natural cross-country collaboration: the Malawi content writer learning Google Ads gets paired with the Tanzania digital lead.
How a Sprint Works
Team member and mentor agree on the skill gap, define a mini-project (e.g., "Run a Google Ads campaign for inverter leads in Dodoma"), and set 3 measurable learning goals.
Team member runs the project with real budget. Weekly 30-min check-ins with mentor. Mistakes are expected, the mentor's job is to prevent disasters, not prevent learning.
Write a 1-page playbook: what worked, what didn't, what they'd do differently. This becomes a team resource, every Sprint adds to a shared knowledge base.
Present results to the full team in a Friday session. Celebrate the learning, not just the results. A "failed" Sprint that produced a great playbook is a success.
Malawi content writer → Google Ads certification + live campaign
Tanzania field coordinator → Data analysis + dashboard building
Digital marketer → Community event planning + local partnerships
Junior designer → A/B testing methodology + landing page optimization
My First 90 Days as Head of Marketing
1:1 with every team member, understand their strengths, frustrations, and ideas
Ride along with 5+ agents in each country, see the customer experience firsthand
Audit all active campaigns, what's working, what's not, what's missing
Meet sales, product, and finance leaders, understand their expectations of marketing
Review all data sources, what do we measure, what do we miss
Launch weekly team rhythm. Monday standups, Friday wins
Set up shared dashboard and reporting cadence
Assign Twin Market pairs and schedule first exchange
Present FY26 strategy to leadership for alignment
Launch first Marketing Lab cycle
Establish marketing-sales SLA with sales leadership
First Marketing Lab results presented, celebrate learnings
Q1 campaign performance review with data-driven optimizations
First Skill Sprint presentations, celebrate learning and share playbooks
Present 90-day progress report to CEO with clear metrics
Refine FY26 strategy based on first 90 days of market learning
Team Operating Principles
High-performing marketing teams are built on three things: clarity (everyone knows the goal and their role in achieving it), autonomy (trust people to find the best path, don't micromanage the journey), and accountability (measure everything, celebrate wins, learn from failures, and never hide from the numbers). The Head of Marketing's role isn't to have all the answers, it's to create the environment where the team discovers them together.
- Tanzania receives 60% of budget ($1.2M) due to larger market size and stronger competition
- Agent Enablement is the #1 investment (25%) because agents drive 70%+ of SHS sales
- 10% reserved for Innovation/Testing to discover new high-ROI channels
- Q2 has highest spend ($575K) to capitalize on post-rainy season demand
- Inverter strategy focuses on digital + ABM to reach urban professionals efficiently
- Malawi is a 4x growth opportunity with only 18% electrification rate
- Church and Sacco partnerships are critical for trust-building in rural Malawi
One-page summary for leadership - copy, print, or email
Sun King Tanzania - Weekly Summary
Week of Feb 2-8, 2026 | Generated 2/12/2026
SHS Units Sold
1,847
Inverter Units Sold
312
Agent Productivity
4.2 units/agent
PAYG Collection Rate
87%
Customer NPS
72
Mbeya region exceeded weekly target by 23%
Driven by new agent cohort trained last month
Radio campaign "Nuru ya Uhakika" reached 180K listeners
Above benchmark by 15%, strong recall in rural areas
PAYG default rate dropped to 4.2% (from 5.8%)
New SMS reminder sequence working - saves ~$12K/month
Inverter sales 11% below weekly target
highMitigation: Accelerate "Power Your Hustle" B2B campaign launch in Dar
d.light price drop in Arusha corridor
highMitigation: Deploy battlecard training for Arusha agents this week
Stock-out risk for Home 500X in Dodoma
mediumMitigation: Emergency shipment requested, ETA 3 days
Our Response: Emphasize Sun King warranty + after-sales network
Our Response: Retention bonuses for top 20 Mwanza agents
Spent
$42,500
Remaining
$157,500
Burn Rate
On track
Projection
Will finish month at 98% utilization