Summary
Client: Frase Link Limited
Industry: Telecommunications
Challenge: Providing fast, reliable, and affordable internet connectivity to residents in Donholm, Nairobi.
Solution: Designed and implemented a fiber-to-the-home network.
Results/Impact: Increased new customer subscriptions by 200%, and increased customer retention to 90%.
Project Year: 2019 – 2020
Frase Link Limited is a telecommunications startup based in Nairobi, Kenya. The company aims to impact Kenya by facilitating fast, reliable, and affordable digital communication. Their main business is internet service provision under the brand name “Vade Internet,” with 90% of its customer base comprising businesses in the capital city. Despite a strong foothold in the business segment, the company struggled to penetrate the residential market due to infrastructure limitations and competitive pressures.
The Challenge
Frase Link had recently ventured into providing internet services to retail consumers in residential areas in Donholm, Embakasi, to increase its revenues and expand its customer base. However, they lacked the experience and resources to roll out a fast, reliable, and affordable subscription product for this retail market. They did not have a scalable supply of broadband connectivity nor the resources for proper network management and administration. Consequently, they struggled to attract new customers, and existing ones were seeking alternatives. Frase Link was at risk of shutting down due to insufficient revenue.
Our Approach
Solution Strategy: We proposed a fiber-to-the-home (FTTH) internet solution to address the issues of fast and reliable internet connectivity services. We reexamined the company’s value propositions and sought to repackage the business to attract investment and customers, guided by lean methodologies for product development and service delivery.
Implementation Steps:
- Planning: Conducted research, analysis, and definition of business and project objectives.
- Assessment: Conducted a thorough assessment considering population, existing internet services, and competing providers in nearby areas.
- Design: Explored fiber network architectures, service packages, and network management and maintenance tools and techniques.
- Feasibility Studies: Determined the viability of proposed solutions against available resources.
- Branding and Marketing: Designed branding and marketing materials, including the company logo, website, and social media pages.
- Resource Mobilization: Reached out to investors for financing and strategic partners like Liquid Telecom for broadband connectivity.
- Procurement: Sourced materials and labor, providing the necessary expertise and talent.
- Deployment: Executed a phased deployment.
- Product Launch: Launched various subscription packages.
- Monitoring: Continuously monitored and optimized the network post-deployment.
The Results
Key Outcomes:
- New Customers: Onboarded 60 new customers within the first 3 months, marking a 200% increase.
- Customer Retention: Increased customer retention to 90% and month-on-month subscription renewals to 70%.
- Revenue Growth: Generated additional revenue of Ksh. 175,000 per month.
- Enhanced Visibility: Improved visibility through the website and social media campaigns, showcasing the company’s solutions and impact to stakeholders.
“The FTTH Project implementation by Chief Web Services has been transformative for our operations. Their expertise and dedication have resulted in substantial business growth.”
— Rodney Ochieng, CEO of Frase Link Limited
Lessons Learned
- Early stakeholder engagement is crucial for new business success.
- Establishing a digital presence is essential for communication with stakeholders.
- Strategic partnerships unlock more value for both customers and the business.
Conclusion
The partnership with Frase Link resulted in a successful FTTH implementation that significantly increased business opportunities and operational efficiency. Chief Web Services is proud to have played a key role in this project and remains committed to supporting Frase Link’s future growth.
