responsible firm ; Rhombus ensures that all our workers , whether on our site or when delivering to a customer , follow all the set Covid-19 protocols .
Challenges
The challenges we face can be divided into four varied categories . Firstly , those faced as a startup , secondly , people issues encountered by SME ' s in a new sector , thirdly , those of a pioneer investor selling a new idea or a concept , and fourthly , the perishability of our products . I must point out that these are intertwined . As a startup , we faced the challenge of raising the necessary finances . The pre-mix sector is capital intensive and requires investment in trucks and space ( land ) for the site and the equipment . We started by leasing the area and buying used mixer trucks from the UK . We then put up the batching plants and other necessary services such as water and electricity . Purchasing raw materials such as sand , cement , and ballast is expensive . When we began , suppliers required upfront payment as we had not developed the necessary relationships to get credit facilities . That called for a fair amount of cash flow , and we had to take loans which we struggled to pay as our customer base was still tiny .
The second challenge is that which faces firms offering a relatively new idea . Premixed concrete , though very popular in developed markets , is rather a new thing in this region . So getting the right people with the necessary skills is difficult . So , we had to hire staff for attitude and train them . That is expensive and slow in an industry where speed and accuracy are critical pillars of success . These two people-related issues have slowed building capacity and scaling .
Thirdly , as with any innovation , acceptance takes time . We , therefore , have to educate potential customers on what we offer and the advantages derived . Uptake depends mainly on the market being clear on the benefits they are getting . Most of our potential customers are sticking to the traditional ways of doing things . That slows the sector ' s growth and puts a cap on how first we can scale our business . But we are privy to the fact that we shall bear the more significant portion of educating the customer as market leaders and do not shy from it .
The fourth challenge is the common congestion on our roads , heavy daytime traffic as it were . Our product is perishable and should be delivered to the site within 3-4 hours to maintain its desired quality . We try to overcome this by transporting at night or public holidays when traffic is light , but most sites may not work in such periods .
Marketing
Marketing our product to ensure customers understand what we offer and our unique proposition , as earlier discussed , is fundamental to our success . Some of the targeted ways we use to market our product are to attend construction exhibitions and partner with BURAX - Board of Registration of Contactors - where we train contractors on the advantages of ready-mix concrete and why Rhombus should be their preferred partner . We also give out marketing collateral to the relevant target audience at appropriate forums and venues .
Our Competitors
Our main competitors are Bamburi Cement , Alliance Concrete , Warren , and Sidai . But our most significant competition is the on-site traditional concrete mixing . We must never lose sight that we are competing against a long but outdated concrete mixing tradition that is a hard nut to crack as change takes time . Though we are the market leader , due to having the highest capacity and market share , we must not rest on our laurels or be satisfied as championing this sector ' s growth falls squarely on us .
Dealing With Impact on the Environment
As a matter of cause , the construction industry impacts the environment in two ways ; dust and waste . By delivering ready-made concrete , we reduce the number of sites that mix individually , thereby reducing the environmental
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