Yasmina McCarty and Nandini Narula

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2008

Yasmina McCarty and Nandini Narula

GreenMango

http://www.greenmango.co.in/

Hyderabad, India

Community Improvement & Economic Development

The Bold Idea:

Bringing low-income entrepreneurs in developing countries the power of online marketing technologies, which enable them to grow their businesses and increase their income.

In developing economies, the poor often start and run small businesses to sustain themselves and their families. Though they offer valuable skills (i.e., carpentry, plumbing, tailoring), their odds of succeeding in business are slim because they do not have access to affordable business services, they struggle to find new customers, and they are often not fairly compensated for their skills. In order to survive in their local markets, small entrepreneurs need a platform where they can list their services, differentiate themselves from the competition, and provide qualifications and references on their work.

GreenMango levels the playing field for poor entrepreneurs by providing an affordable, accessible marketing platform that is designed to help small entrepreneurs in developing countries grow their businesses. Launched in Hyderabad, India, GreenMango gives them access to new sales channels, enables them to market their businesses to new customers, and validates their work through the reviews of their past customers. The platform centralizes credible information and its multiple access points (internet, in-person, and SMSReach clients across all income segments).

Yasmina McCarty and Nandini Narula pitching at Echoing Green Selection Weekend (May 2, 2008)

Biography:

Nandini Narula and Yasmina McCarty met while working together in international microfinance at Women’s World Banking where they developed a deep understanding of low-income entrepreneurs, the environment they work in, and the challenges they face to succeed. Nandini received her MSc in Local Economic Development from the London School of Economics and Political Science and Yasmina has a joint MBA from Columbia University and London School of Business.

Moment of Obligation: What experiences led to the desire to start your own organization?

After eight years helping low-income entrepreneurs access financial services for their businesses, we grew increasingly frustrated to find that so many smart, hard-working micro-entrepreneurs struggle to fulfill their families’ basic needs. There is one such entrepreneur who particularly touched and ultimately inspired us. For the past fifteen years, Malou Bacani has sold green mangos in Baguio City, Philippines. She works ten hours a day, seven days a week, but earns less than $3 a day. Despite hard work and constant saving, she is not certain she will ever achieve her goal of sending her daughter to university. Malou represents so many of the micro-entrepreneurs we have met—they work hard, have solid business skills, yet are unable to get ahead. GreenMango was created to support millions of hard-working poor people like Malou, who dream of a better life for themselves and their families.

Gall to Think Big: What has given you the ability to dream big and take on deeply entrenched social and difficult problems? (Such as experiences, skills, events, etc.)
We are inspired by the poor entrepreneurs we work with. Time and time again, they have shown us that when they are given an opportunity, they seize it and turn it into success. Everyday we meet savvy, resourceful, and hard working micro-entrepreneurs who have the potential to turn their small businesses into large, successful enterprises but struggle because they lack access to basic business tools and services. This is because the majority of the private sector is not yet convinced that offering these business development services to the poor is a viable business opportunity. We are changing that. We are giving the poor an opportunity to succeed and we can’t wait to see what they’ll do with it.

NANDINI: My parents have given me the ability to dream big. Through their struggles and successes, they have demonstrated to me that with courage and determination, the impossible is completely possible.

New and Untested: What's innovative about your new idea for social change?
GreenMango offers a market-driven solution to a social need. Through a unique business model that brings the power of online marketing technologies to poor business owners in developing countries, GreenMango addresses the critical constraints that limit micro-entrepreneurs’ ability to succeed. It offers an extremely affordable and accessible online marketing service designed specifically for them. Ultimately, we are making it possible for poor entrepreneurs to take advantage of the internet to grow their businesses, without ever having to touch a keyboard. Our approach is market-oriented. Our solution is sustainable. Our vision is global.

Seeing Possibilities: What are the most important qualities to be a successful social entrepreneur?
Courage, determination, and an unrelenting passion and dedication to the people you serve. And at the foundation, patience to see your idea through despite all the trials along the way.

Which musical artists/albums get you going and keep you inspired?
The GreenMango fight song of course! We haven’t exactly written the words yet, or composed the tune. But whenever we are tired, beat up or generally weary, we always tell each other to pull out the fight song.

NANDINI: Kanye West’s Graduation album—the songs just get me pumped and make me feel ready to take on the world. And I love Tracy Chapman and John Mayer–-I can listen to them all day long.

YASMINA: Kanye West we can agree on. And of course I have to have my Coldplay. But now that I’m in India, I’m getting hooked on the Bollywood hits. You hear them at the gym, while shopping, while eating, while watching TV, and at the dance clubs. You just can’t help but want to dance around!

What books do you recommend (pleasure, work and anything in between)?
NANDINI: I think Good to Great and Built to Last are excellent reads for any entrepreneur/leader. Life of Pi by Yann Martel is one of my favorite books—its lessons on survival and believing in the impossible are applicable to every aspect of life.

YASMINA: I also loved Life of Pi! My all time favorites are Cien Anos de Soledad and Jhumpa Lahiri’s Interperter of Maladies. I was most inspired with David Bornstein’s How to Change the World. Its one of those books that should be re-read every year or so.

Which websites do you visit often (work and/or personal)?
Our favorite site is www.greenmango.co.in! We’re also on these sites on a daily basis:

• google.com
• nytimes.com
• nextbillion.net
• funnyordie.com
• espn.com – have to keep up with American sports news!

What advice or quote do you keep close to your heart as a social change leader?
"If you think you're too small to have an impact, try going to bed with a mosquito in the room." - Anita Roddick

“Whenever you see a successful business, someone once made a courageous decision.” - Peter Drucker

There will always be people who tell you “you can’t.” Ignore them.