VZCZCXYZ0000
RR RUEHWEB

DE RUEHLG #0048/01 0221228
ZNR UUUUU ZZH
R 221227Z JAN 10
FM AMEMBASSY LILONGWE
TO RUEHC/SECSTATE WASHDC 0003
INFO RUEHLG/AMEMBASSY LILONGWE

UNCLAS LILONGWE 000048 
 
SIPDIS 
DEPT FOR EEB/CBA FOR DENNIS WINSTEAD 
 
E.O. 12958: N/A 
TAGS: BEXP MI
SUBJECT: MALAWI REQUEST FOR FUNDS FROM THE BUSINESS FACILITATION 
INCENTIVE FUND (BFIF) 
 
REF: 09 STATE 126674 
 
¶1. Summary:  This is a request for funds to conduct two programs: 
to foster increased trade through improving the business climate, 
and to build small business marketing capacity.  Post's priority 
project is to conduct a training seminar on marketing skills for 
sixty small businesses mainly run by women entrepreneurs.  Post's 
second proposal is to sponsor Mission participation at Malawi's 
annual trade fair and conduct a workshop in conjunction with this 
event to identify obstacles to greater utilization of AGOA.   End 
summary. 
 
 
 
¶2. Marketing Training Seminar for Small Businesses 
 
 
 
(a)Project Justification: 
 
 
 
The National Association of Business Women (NABW) in Malawi has 
been providing credit and training to its members to develop their 
businesses since 1990.  This training has largely been concentrated 
on business technical skills development in poultry, bakery, fruit 
and vegetables, piggery and others.  Marketing skills development 
has received little attention largely because it is expensive to 
source. 
 
 
 
(b)Expected Impact: 
 
 
 
This marketing training will help about sixty different small 
businesses most of them in the agriculture/agro-processing sector. 
The workshop will sharpen their skills in marketing and help them 
position their products/services properly in a very competitive 
marketplace of today.  It is expected that knowledge gained from 
this workshop will help participants increase sales revenue, 
improving their incomes and standard of living.  In addition to the 
NABW members we expect that grantees under the US African 
Development Foundation will also benefit from these workshops. 
 
 
 
(c)Marketing Training Deliverance: 
 
 
 
A reputable local consulting firm with bias in marketing will be 
identified and engaged.  The firm will deliver a one-day session in 
Lilongwe and another one in Blantyre.  At the end of each workshop 
an evaluation will be done.  The firm will compile a report 
highlighting its observations on levels of marketing knowledge 
acquired by the participants. 
 
 
 
(d) Estimated Total Costs:  USD 15,766 
 
 
 
Costs include conference facilities for two one-day seminars, in 
Lilongwe and Blantyre, and consultant fees. 
 
 
 
(e)Proposed Dates of training seminars: 
 
 
 
Lilongwe: Tuesday, April 20 
 
Blantyre: Friday, April 23 
 
Total number of small business persons trained: 60 
 
 
 
(f) Points of Contact: 
 
 
 
Daniel Daley, Economic and Commercial Officer 
 
 
Priston Msiska, Economic and Commercial Specialist 
 
 
 
¶3. Interactive Workshop on Obstacles to Utilizing AGOA 
 
 
 
(a)Project Justification:  Since being one of the first countries 
to access the AGOA program, Malawi has done little to take 
advantage of it and has seen its total AGOA exports decline after 
an initial strong start.  The GOM is motivated to increase Malawi's 
utilization of AGOA and has initiated a dialogue with the USG on 
ways to better access the program.  While attention has often been 
focused on product competitiveness, the most significant obstacles 
to greater AGOA utilization include weaknesses in the overall 
investment and business environment in Malawi.  Post proposes to 
leverage AGOA, and the potential boost to economic development that 
it offers, to mobilize the GOM and the private sector to implement 
a broad range of reforms to the business environment. 
 
 
 
(b)Expected Impact:  Post proposes to fund a U.S./AGOA booth at 
Malawi's annual International Trade Fair in May.  Participation at 
Malawi's largest annual trade event will contribute significantly 
to private sector awareness and interest in AGOA opportunities.  In 
conjunction with this event, Post proposes to hold an interactive 
workshop to explore the obstacles faced by Malawi's private sector 
when trying to access AGOA.  In partnership with the USAID Regional 
Trade Hub in Botswana and representatives from the World Bank 
office in Malawi, the Mission will present a survey of external 
studies of the business climate in Malawi (World Bank, WTO) and 
solicit direct feedback from stakeholders in Malawi's business 
community.  A final report from the workshop will include specific 
recommendations for regulatory and other structural reforms to 
improve the business/investment climate. 
 
 
 
(c)Planning milestones:  Post will staff a USA/AGOA booth for the 
nine day duration of the Malawi Trade Fair.  The proposed workshop 
would form part of an already started and still evolving initiative 
by the Ministry of Trade and Industry including GOM and private 
sector stakeholders.  Objectives for the workshop will necessarily 
be refined as this engagement progresses.  The final report will be 
produced within a month from the workshop, and will be made 
available to stakeholders and an action document. 
 
 
 
(d) Estimated Total Costs:  USD 20,000 
 
 
 
Costs include booth rental fees, per diem for booth staff, 
conference facilities for one two-day workshop in Blantyre, and 
travel allowances for 50 participants from Malawi.  Participants 
from the Trade Hub and the World Bank will cover their own 
expenses. 
 
 
 
(e) Points of Contact: 
 
 
 
Daniel Daley, Economic and Commercial Officer 
 
Priston Msiska, Economic and Commercial Specialist 
BODDE