Template: Choosing the Right Distribution Channels

Market Expansion for Clean Cooking Businesses in Ethiopia

Distribution Channel Options Overview

Understand the most common distribution methods used in Ethiopia

Choose 2–3 options that best match your target customers and resources.

Distribution Channel	Description	Pros	Cons
Direct Sales (You sell directly)	You or your team sell stoves directly to customers	Full control, direct feedback	Time-consuming, limited reach
Local Agents or Women Entrepreneurs	Independent sellers who represent your brand	Trusted local presence, wide reach	Need training and motivation
Retail Shops or Hardware Stores	Stoves sold through existing stores	Customers already visit these places	Less control over messaging
NGOs or Government Programs	Partner with organizations distributing stoves	Large-scale impact, trusted delivery	May require formal agreements
Mobile Delivery / Market Vans	Bring stoves directly to villages or markets	Reaches remote areas	Higher logistics cost
Online Sales	Customers order via phone or social media	Low overhead, modern appeal	Needs digital literacy and trust

Channel Fit Checker

Match your customer segment to the best channel

Target Customer Segment: (e.g., Rural households)

Use this to decide which channel is most likely to work for your new customer group.

Test Channel Action Plan

Plan a small test before full expansion

Step	Your Plan
Choose one channel to test
Define where you’ll test it	(e.g., one town or village)
Decide how many stoves or customers to include
Set a timeline	(e.g., 4–6 weeks)
What does success look like?	(e.g., 10 sales, positive feedback)

Partner Readiness Checklist

Use this when building relationships with distributors or partners

If most answers are “Yes”, you’re ready to move forward with the partnership.

Criteria	Yes / No
Does the partner understand our product and mission?	☐
Are they reliable and respected in the community?	☐
Do they have experience selling similar products?	☐
Can we provide them with clear instructions and support?	☐
Will they give us regular updates on sales and feedback?	☐