Entrepreneur Hillary Miller-Wise sees the opportunity to transform rural livelihoods in Africa. Having worked at the intersection of agriculture and finance for more than 15 years, Hillary knew that farmers could improve crop quality and yields with better inputs and training, but also needed to access markets where they could sell their produce at fair prices. Hillary launched Tulaa in 2017 with a vision of leveraging technology to provide farmers with an end-to-end solution that includes inputs on credit, advisory, and market access services. The company has since reached 15,000 farmers with plans to serve over 110,000 farmers by 2024.
Sustaining over 45% annual growth rate to reach this target is a challenge in itself. Ensuring that this growth is structured in a way that creates value for Tulaa and its partners, especially farmers, makes this task even harder. To help guide their efforts to scale, Tulaa engaged the Mastercard Foundation Rural and Agricultural Finance Learning Lab (the Lab) and IDH Sustainable Trade Initiative (IDH) to conduct a Service Delivery Model (SDM) analysis. The analysis evaluates Tulaa’s business model and identifies opportunities for Tulaa to scale sustainably while positively impacting its farmer...
