Selamawit’s Journey to start a business idea – Clean Cookstoves
Selamawit Kebede, a 22-year-old entrepreneur from Hawassa, Ethiopia, always dreamed of making a difference in her community. Growing up in a household that relied on traditional wood-fired stoves, she witnessed firsthand the challenges faced by women and children who spent hours collecting firewood and suffered from the harmful effects of indoor air pollution. Determined to create change, Selamawit decided to launch a business selling affordable clean cookstoves that could improve health, save time, and reduce environmental damage.
Identifying the Problem
Before diving into her business idea, Selamawit knew she needed to understand the specific pain points of her target customers. She began by conducting interviews with 15 households in her neighborhood, asking questions about their cooking habits, challenges, and preferences. Through these conversations, she discovered three major problems:
- High fuel costs: Many families struggled to afford charcoal or firewood, which consumed a significant portion of their
- Health risks: Smoke from traditional stoves caused respiratory illnesses, particularly among women and young children who spent the most time
- Time-consuming chores: Collecting firewood was a daily burden, often requiring long walks to distant forests.
To validate her findings, Selamawit also observed cooking practices during community gatherings and reviewed reports on energy usage in rural Ethiopia. Her research confirmed that these issues were widespread and deeply rooted in the daily lives of her potential customers.
Designing the Solution
Armed with a clear understanding of the problems, Selamawit set out to design a solution tailored to her community’s needs. She partnered with a local manufacturer to produce biofuel- powered cookstoves that were both affordable and easy to use. To address affordability concerns, she introduced a flexible payment plan, allowing customers to pay in small installments over three months. Additionally, she organized free training sessions to teach households how to operate the stoves efficiently and safely. Selamawit also recognized the importance of raising awareness about the benefits of clean cooking technologies. She collaborated with local women’s groups and schools to host workshops where participants learned about the health and environmental advantages of switching to cleaner alternatives. These efforts not only educated the community but also built trust and credibility for her brand.
Testing and Iteration
Before launching her product widely, Selamawit tested her cookstoves with five households in her community. She provided them with prototypes and collected feedback after two weeks of use. The results were overwhelmingly positive—users reported reduced smoke, faster cooking times, and lower fuel expenses. However, some customers noted that the initial setup process was slightly confusing. Taking this feedback into account, Selamawit simplified the instructions and included step-by-step visuals in multiple local languages.
Scaling the Impact
Within six months of launching her business, Selamawit had sold over 100 cookstoves and reached more than 500 individuals through her educational workshops. Her success caught the attention of a regional NGO focused on sustainable energy, which offered to partner with her to expand distribution to nearby rural areas. With their support, Selamawit was able to scale her operations while maintaining her commitment to affordability and accessibility. Today, Selamawit’s business is transforming lives across Hawassa and beyond. Families are saving money, breathing cleaner air, and spending less time on labor-intensive tasks like firewood collection. For Selamawit, the journey has been rewarding not just financially but also personally. “I started this business to help my community,” she says. “Seeing the smiles on people’s faces when they tell me how much easier life has become—that’s what keeps me going.”
Key Takeaways from Selamawit’s Story
- Problem Identification: By thoroughly researching and validating customer pain points, Selamawit ensured her solution addressed real-world
- Customer-Centric Approach: Her focus on affordability, usability, and education made her product accessible and appealing to her target audience.
- Iterative Improvement: Testing and refining her product based on user feedback helped Selamawit build a better, more reliable
- Scalability Through Partnerships: Collaborating with an NGO enabled her to reach a larger audience and amplify her impact.
Selamawit’s story demonstrates how a well-executed problem identification process can lay the foundation for a successful and impactful entrepreneurial venture in the clean cooking sector.
