In Motion Logistics

In Motion Logistics, based in Mombasa, Kenya, provides logistics and delivery services. The company’s owner, Fatma Mazuri, launched the “Digital Lioness” program to strengthen its presence in the local business ecosystem. This initiative supports women-owned businesses by offering one-day training events to help them thrive online.

During the nano stage, we conducted research in Mombasa to explore how women with small businesses could effectively leverage social selling. The study revealed that while social selling can significantly boost sales for businesses with differentiated products, many women face barriers related to skills and confidence in using digital tools. This led to the development of the “Digital Cubs” program, designed to provide targeted training and support to enhance the social selling capabilities of lower-income women, thereby helping them increase their income and market reach.

The pilot will focus on developing and delivering the “Digital Cubs” curriculum for lower-income businesses in Mombasa, helping them use smartphones to boost social media traction.