Navalayo Osembo-Ombati, a lawyer and accountant, is the founder of Enda, a Kenyan company that specializes in manufacturing running shoes for African athletes. She identified a clear gap in the market, noting that Kenyan and Ethiopian athletes have long dominated the running scene globally, yet haven’t fully capitalized on their reputation in the same way other countries have in their respective industries. For instance, Germany is known for precision and engineering, while Italy is renowned for fashion, and both countries have successfully monetized these reputations.
Navalayo observed a cycle of poverty among athletes, where despite reaching the peak of their careers and earning substantial incomes, many would eventually face financial struggles. This realization led her to question why there wasn’t a footwear brand that tapped into the global market, providing athletes with a source of economic benefit. Thus, her motivation for starting Enda stemmed from a desire to create something unique to Africa within the footwear industry, allowing athletes to benefit economically and breaking the cycle of poverty commonly associated with sports careers.
Navalayo mentioned a common misconception that Enda competes directly with major brands like Nike or Adidas. However, they pointed out that the running shoe market is actually quite niche, and the top performers in this market aren’t necessarily the well-known big players. The speaker cited statistics indicating that new players typically don’t last more than 15 years in this market.
She emphasized that while big players offer a wide variety of shoes, running shoes represent a niche within this market. In this niche, it’s a fair game for companies like Enda to demonstrate their product quality and ability to meet customer needs.
Additionally, Navalayo mentioned that some of Enda’s shoe parts’ value addition and assembly are conducted in Kenya, specifically in a town called Kinyuki. This partnership with a local company facilitates their ability to distribute products to markets worldwide.
Enda’s unique position in the running shoe market, focusing on their niche focus, product quality, and strategic partnerships for production and distribution.
To initiate the company, the speaker invested personal funds until they reached a stage where they could produce a pair of running shoes as samples, largely with the support of friends and family. However, to scale up and reach a wider market, they opted for crowdfunding. They offered samples of the shoes to potential customers, stating that if they placed an order, the shoes would be made for them within a reasonable timeframe. This crowdfunding approach allowed them to presell products in advance, providing crucial initial capital and validating market interest. Essentially, crowdfunding served as the initial stepping stone for gaining traction in the market and securing their first customers.
To sustain the company’s growth, a second crowdfunding campaign was conducted to finance the production of their second pair of shoes. Additionally, they attracted investors who shared their belief in the company’s vision and potential. This combination of crowdfunding and investor support enabled them to keep the company operational and continue expanding their product line.
Navalayo, discovered that there’s a variety of running styles, each necessitating a specific type of shoe, after consulting Kenyan athletes. Initially, they anticipated offering only one type of shoe but realized the need for diversity. They now have three distinct types: the light runner, the daily trainer, and the trail shoe.
In their efforts to promote these shoes, Navalayo collaborates with young, aspiring athletes. They believe in supporting these athletes and see them as valuable partners in promoting their products.
When asked about the future, she emphasized the lack of African performance-based athletic shoes on the market and highlighted Enda’s potential to fill that niche.