From the Mocality blog; how we built this business...
Quote: When we started this business, we knew that (unlike in the UK or US, where you can just kickstart your directory business with a DVD of business data bought from a commercial supplier), if we wanted a comprehensive database of Kenyan business, we would have to build it ourselves. We knew also that if we wanted to build the business quickly, we’d have to engage a lot of Kenyans to help us. So we built our crowd program that utilises M-PESA (Kenya’s ubiquitous Mobile Money system) to reward any Kenyan with a mobile phone who contributes entries to our database, once those entries have been validated by our team. Over two years, we’ve paid out Ksh. 11m (over $100,000) to thousands of individuals, and we have built Kenya’s most comprehensive directory, with over 170,000 verified listings. Personally, I regard the program as one of THE highlights of my 18 year career on the internet.
From day 1, we aimed to target all Kenyan businesses, irrespective of size. As a result, for about 2/3rds of our listed businesses, Mocality is their first step onto the web. That’s about 100,000 businesses that Mocality has brought online.
Mocality site (link)
Mocality blog (link)