Ishara; Waste Not Plastic, Earn A lot.

More than 20 million individuals worldwide are unwittingly consuming plastics as part of their daily diet. In Ghana, where seafood constitutes roughly 60 percent of the animal protein intake, this issue has become alarmingly prevalent. Recent studies reveal a distressing reality: the surge in single-use plastics carelessly disposed of in Ghana's water bodies and coastal regions has contaminated seafood with plastic particles, leading to severe health risks. Shockingly, research from the National Library of Medicine indicates that a staggering 68 percent of fish caught from the Gulf of Guinea, Ghana, are highly contaminated with microplastics, with traces of macroplastics found in their digestive tracts. This alarming contamination poses significant health threats to Ghanaians, potentially resulting in a range of illnesses from chronic obstructive pulmonary disorders to cancer.

Beyond its devastating health implications, plastic pollution has emerged as a pressing socio-economic challenge. Fishermen report catching more plastic waste than actual fish, while urban areas grapple with worsening floods due to clogged drains inundated with single-use plastics.

Remarkably, Ghana boasts a burgeoning ecosystem of local recycling enterprises eager to utilize plastic waste as a valuable resource. However, the country's waste collection and management systems are in disarray, compelling recyclers to rely on informal waste pickers who endure hazardous conditions for meager wages. Moreover, these waste pickers, predominantly impoverished women, lack transparency in pricing, making them vulnerable to exploitation by intermediaries.

Many existing recycling initiatives focus solely on managing the plastic waste they receive, overlooking the fundamental issue: the informal and unstable waste collection infrastructure. Inadequate waste segregation at dumping sites exacerbates the challenge, hindering efficient plastic recovery efforts. Lack of public education further compounds the problem, rendering sporadic recycling interventions ineffective in the absence of widespread community engagement.

A 2020 report by Ghana's Ministry of Environment, Science, Technology, and Innovation underscores the immense potential of plastic recovery. Leveraging existing technologies could recover and recycle an impressive 82% of Ghana's plastic waste, generating approximately GHC 2 billion (equivalent to about 193 million USD) worth of recycled products and creating five million jobs.

It is evident that prioritizing proper plastic recovery is paramount to fostering a healthier coexistence within our shared ecosystem, benefiting not only marine life but also our communities at large.

Introducing Ishara: a groundbreaking platform revolutionizing plastic waste management by directly linking users with local recyclers through innovative incentivization. Our mission is simple: to eradicate indiscriminate plastic disposal by establishing a transparent, meticulously monitored system for plastic collection. How do we accomplish this? Through our user-friendly mobile app, where plastic waste becomes a valuable currency in the form of IshCoins, redeemable for essential goods and products.

At Ishara, every morsel of plastic holds immense worth. Users can effortlessly schedule waste pickups or locate nearby collection points via our app, facilitating the recycling process regardless of the type or quantity of plastic they possess. Moreover, our platform enhances the livelihoods of waste pickers. Upon registration, they gain instant access to a vast network of plastic users. Armed with identifiable sacks, they collect plastic from our users at designated collection points, issuing IshCoins based on the weight of the collected material. Subsequently, they deliver the gathered waste to our collection centers and receive prompt payment for every gram collected upon verification.

For local recyclers, Ishara offers flexible subscription plans, ensuring a steady supply of meticulously segregated raw materials essential for their operations. Unlike competing services, we prioritize environmental impact by ensuring that no collected plastic goes to waste. Through strategic partnerships with local upcycling enterprises like Green EcoWorks and Reecoplast Ghana, even challenging-to-recycle plastics such as LDPE are transformed into durable furniture and pavement bricks, contributing to a sustainable circular economy.

Ishara is on a mission to bridge the existing gap prevalent in plastic recycling industries across developing nations, starting with Ghana. Presently, the majority of plastic users are disconnected from the recycling process, either due to inadequate segregation systems or a lack of knowledge about recycling methods and locations. With Ishara's innovative digital collection system, users can seamlessly recycle from the convenience of their smartphones, staying informed about current recycling trends and industry updates. By incentivizing every ounce of recycled plastic, users are motivated to participate, avoiding disposal fees while earning rewards for their environmental stewardship.

Waste picking serves as a vital source of livelihood for many impoverished urban communities in developing countries, with Ghana alone witnessing waste pickers collecting 12 percent of the daily plastic waste, predominantly comprising women. These unsung heroes endure grueling journeys and sift through mountains of trash to make ends meet. Yet, the informal nature of this sector exposes them to exploitation by middlemen who act as intermediaries with recycling companies. Moreover, the lack of transparency regarding market prices for waste materials hampers governmental efforts to support waste pickers. By digitizing this system, Ishara ensures equitable access to market prices for various plastic materials, curbing exploitation and providing valuable data for government intervention and support. This transition to digital platforms empowers waste pickers to work more efficiently and safely, eliminating the need for laborious treks in hazardous environments.

Despite Ghana's modest 5 percent recycling rate, a significant portion of recycled plastics are exported, leaving local recyclers grappling with sustainability challenges. Ishara's digital collection system targets local recyclers, connecting them with a consistent supply of clean, well-segregated plastic waste. This initiative not only stabilizes the local recycling market but also ensures equitable access to raw materials for indigenous recyclers.

Rather than introducing a disruptive new system, Ishara acts as a vital link in the existing ecosystem. By seamlessly connecting plastic users, waste pickers, and recyclers, Ishara strives to establish and sustain a circular economy where every participant contributes to the ongoing fight against plastic pollution. 

A team of five impassioned individuals forms the core of the Ishara initiative, each uniquely positioned to drive our solution forward. Our diverse backgrounds and personal journeys, shaped by experiences ranging from growing up in polluted environments to first hand involvement in waste management, imbue us with a shared commitment to addressing plastic waste pollution and promoting sustainability.

At the helm is our Team Lead, Akorfa Dagadu, whose upbringing in one of Ghana's most polluted areas, Agbogbloshie, fuels her dedication to innovative waste management solutions. With extensive project management experience, including her role as project manager for the sustainability project Efficient, Akorfa brings valuable insights and a relentless drive to effect change. As a 2021 UNAI Millennium Fellow and a Priscilla King Gray Fellow at MIT, she is well-equipped to lead Ishara's strategic vision.

Our Product Developer, David Nintang, channels his technical expertise into social impact, as demonstrated by his leadership in developing Ghana's first virtual learning platform for deaf students and running a coding program for local businesses. David's firsthand experience as a waste picker underscores his commitment to reshaping the waste management landscape through technology-driven solutions.

Christabel Akowuah, our Marketing and Content Creation Lead, leverages her background in neuroscience and her deep understanding of Ghanaian culture to amplify Ishara's message through compelling content and strategic social media engagement. Her fresh perspective and extensive blogging experience enhance Ishara's brand visibility and outreach efforts.

Christotes Muange, a dedicated sustainability enthusiast and the current Head of Marketing and Logistics at Ishara is committed to innovating solutions that reduce plastic waste and promote environmental responsibility. With a background in public speaking and a deep passion for eco-friendly practices, he leads the team in creating impactful marketing strategies and efficient logistic plans that not only meet but exceed the startup's sustainability goals.

Rounding out our team is Rosalia Mwidege, Ishara's Business and Financial Analyst, whose background in finance and entrepreneurship, coupled with her firsthand observations of successful waste management initiatives in Tanzania, enriches our business model development. Rosalia's insights inform strategies for facilitating proper plastic waste management and sustainable alternatives, drawing from her experiences in Tanzania's evolving regulatory landscape.

Together, our team is poised to propel Ishara forward, leveraging our collective expertise and shared commitment to make a tangible impact on plastic waste pollution and environmental sustainability.

Ishara’s app has been fully developed and waiting to undergo testing with the university students at the University of Ghana.

Ishara eagerly anticipates the opportunity to glean insights from industry experts and seasoned veterans in the waste management sector. Through the MIT Solve community, we gain access to a wealth of knowledge and experience from our fellow solvers, enriching our perspective and equipping us with invaluable skills and networks.

Participating in mentorship programs, we seek to learn from seasoned professionals and pose pertinent questions to expedite our impact and expand our operations beyond Ghana. By engaging with successful entrepreneurs and absorbing their expertise, Ishara aims to enhance its effectiveness and ensure long-term sustainability.

Throughout the nine-month period, our team remains open-minded and adaptable, ready to pivot in the direction necessary to achieve our goals. We are committed to refining our solution and navigating the complexities of registering our company within the appropriate legal frameworks. Given that our team primarily comprises students, MIT Solve provides an ideal platform to deepen our knowledge and pursue our entrepreneurial ambitions.

Currently, Ishara benefits from mentorship through the MIT Sandbox, where the guidance received has catalyzed significant growth and development of our solution. Membership in the MIT Sandbox has also facilitated access to funding, enabling us to continually advance our initiatives. With similar expectations from MIT Solve, we are poised to accelerate our progress and gain fresh perspectives on our journey forward.

There have been numerous efforts to combat plastic pollution in Ghana by efficiently converting plastic waste into recycled products. Recycling companies have emerged, offering a range of items from bags to bricks. However, many of these enterprises operate well below their full capacity due to a shortage of plastic supply.

In contrast, Ishara approaches the issue from a distinct angle within the value chain. Rather than directly converting plastics, we serve as a bridge, linking plastic users with existing local recycling companies through incentivized recycling programs. While app-based reward systems are not groundbreaking, our innovation lies in implementing this approach in a context where the recycling habits of the younger generation are pivotal to establishing a circular plastic economy. Leveraging the tech-savvy nature of our target demographic and utilizing data analysis to enhance user experience over time, Ishara aims to redefine the concept of digital currency in Ghana.

As participation in Ishara grows, recycling companies will gain access to a larger volume of plastic material. This influx serves as a crucial catalyst for innovation within the recycling industry, as companies require greater material inputs to expand their operations. Our vision for Ghana involves a scenario where local recycling firms no longer vie for limited scraps of plastic waste but instead operate at capacities constrained only by their own creativity in developing novel recycling methodologies.

Sub-Saharan Africa witnessed a monumental leap in financial inclusion with the advent of mobile money technology. Ishara draws inspiration from this success by harnessing the power of smartphones to revolutionize waste collection and incentivize environmental stewardship. By offering rewards based on the quantity of waste collected, Ishara  creates value into plastic waste that was previously disregarded and disposed of recklessly. Recognizing the high unemployment rates and financial challenges facing many young people, Ishara's business model creates employment opportunities by enlisting individuals as agents. Just as mobile money companies utilized agents to onboard new users and facilitate transactions, the proliferation of Ishara agents facilitates widespread engagement in combating plastic pollution.

Capitalizing on the widespread accessibility of smartphones and the internet in Ghana, Ishara anticipates that individuals will seamlessly access its platform, much like they do with social media platforms. Through regular lottery-style rewards, individuals are motivated to collect plastic waste diligently, aiming to win enticing rewards redeemable for airtime and other online services.

Traditionally, recycling plastics involved scavenging from landfills, often amidst mixed waste. Ishara disrupts this process by connecting plastic recycling companies directly with users, providing a streamlined supply of clean and recyclable plastic. This reduces both time and costs for recycling companies, incentivizing their support for Ishara's mission.

As recycling companies save on costs and time spent sourcing recyclable plastics, individuals benefit from redeemable rewards, fostering a win-win scenario for both parties while safeguarding the environment. In essence, Ishara's innovative reward system and direct collection from users add value to plastic waste, discouraging its careless disposal into waterways and oceans.

Impact Goals and Progress Measures for Ishara:

1. Developing a user-friendly app:

To ensure accessibility and ease of use, Ishara aims to develop a user-friendly mobile application. Progress towards this goal will be measured through prototype testing sessions held at the University of Ghana, assessing the app's usability and functionality. Additionally, feedback gathered from University Students will provide valuable insights into areas for improvement, helping Ishara refine its app to meet the needs and preferences of its target users.

1. Building networks with potential partners for sponsorships and partnerships such as Ecobank and Coca Cola:

Ishara seeks to establish partnerships with organizations like Ecobank and Coca Cola to support its mission and expand its impact. Progress in building these networks will be tracked through various indicators, including the number of exhibitions Ishara participates in annually to showcase the platform and engage with potential partners. Additionally, growth in the number of individuals on Ishara's waitlist and the size of its mailing list will serve as measures of increasing interest and potential sponsorship opportunities.

1. Expanding the team on the ground to facilitate wide-ranging testing and monitor progress from Ghana:

To enhance testing capabilities and monitor progress effectively, Ishara plans to expand its team based in Ghana. Progress towards this goal will be evaluated based on the growth in the number of staff members working on the ground, enabling Ishara to conduct thorough testing and gather valuable insights from its primary target market.

The Ishara mobile app will serve as the cornerstone of our collection and incentivization processes. We are committed to crafting a user-friendly, intuitive platform with a focus on simplicity and ease of use, ensuring minimal learning curves for our app users. To maximize accessibility, we will develop the app using React Native technology, enabling availability across Android, iOS, and web platforms.

Our waste collectors will utilize the mobile app to record, upload, and track their waste collection data. This includes essential information such as the plastic user's IshID (Ishara Identifier), the weight of segregated plastic waste, and the time of collection. By fulfilling these requirements, our waste collectors can generate encrypted QR Codes for plastic users to scan, facilitating seamless receipt of IshCoins for their contributed waste in case the user is among the randomly selected winners of IshCoins for that week.

Plastic users can conveniently schedule waste pickups by simply tapping the "Request Collection" button on the app. Additionally, they can locate nearby Ishara collection points to collect their waste and record the amount of plastic collected, promoting ease of access and encouraging participation.

To fully leverage the value of plastic waste, our users can redeem their IshCoins for digital rewards such as data bundles and airtime, or opt for cash withdrawals to their mobile wallets. This redemption process will be facilitated through online payment gateways like Paystack, offering users a plethora of payment options for redeeming their rewards.

Furthermore, our app will feature a news feed section to keep users informed about recycling and sustainability efforts in Ghana and beyond. By delivering relevant content, we aim to educate and inspire our users to sustain their recycling endeavors and contribute to a greener future.

7 People work on Ishara’s solution. 4 people are part-time staff, 1 volunteer  person on the team, 1 person is an intern and 1 person is a contractor.

Ishara’s team has been working on this solution for two years. The first year mainly focused on studying and understanding the problem. Conducting surveys with university students about the knowledge on recycling and sustainability.

After identifying that most people are illiterate on recycling, the team turned into possible solutions which included digitizing plastic waste collection. Therefore, in the second year of Ishara’s operation we have focused on building the solution and testing it against the market. 

Ishara prides itself on fostering a team environment that celebrates diversity and inclusivity across various dimensions, including backgrounds, academic paths, and gender representation. With a predominantly remote workforce and a smaller team engaged in ground operations in Ghana, our team makeup reflects a rich tapestry of experiences and perspectives.

Our team lead has been instrumental in cultivating a meritocratic culture where ideas are evaluated based on their merit rather than the source. This approach not only boosts confidence but also enhances engagement among team members. Regular meetings, led by Ishara's founder, provide a platform for all teams to convene and discuss the organization's progress collectively. Every team member is encouraged to contribute ideas for improvement across different areas, fostering a sense of cohesion and collaboration despite varying skill levels.

Furthermore, all team members have equal access to meetings with our mentors, facilitated by the team lead. This initiative ensures that everyone has the opportunity to seek guidance, present their progress, and address any questions or concerns they may have. Through effective delegation, Ishara has nurtured an environment where each staff member is empowered to take ownership of their progress and contribute to the organization's success.

In line with our commitment to inclusivity, Ishara covers expenses for staff members to attend conferences, particularly those focused on sustainability, where they can expand their knowledge and network with industry professionals. This proactive approach underscores our belief that economic constraints should never hinder access to valuable opportunities.

Overall, Ishara remains dedicated to promoting diversity, equity, and inclusion within our team, with ongoing efforts to create a welcoming and supportive environment for all members to thrive.

Ishara's model mirrors the successful mobile money framework currently utilized in Ghana. Leveraging the proven success of mobile money in enhancing financial inclusion, Ishara aims to rapidly introduce technology-driven solutions to the plastic waste ecosystem, facilitating the transition towards incentivized plastic collection instead of haphazard disposal in landfills.

At the core of Ishara's ecosystem are three key players: waste providers, agents (waste collectors), and plastic recyclers. Waste providers, predominantly university students and community members, serve as the primary earners of rewards by contributing plastic waste. Their active participation is vital to Ishara's value chain, as the quantity of waste they provide directly correlates with the chain's overall value.

To participate, waste providers simply need to register an account on the Ishara app, leveraging the widespread availability of smartphones. Waste collectors, acting as agents, maintain specialized accounts enabling them to track the volume of waste collected from individual subscribers. Meanwhile, plastic recyclers maintain their own accounts through which they purchase collected plastic from Ishara, remitting payments based on the quantity acquired for recycling.

Unprocessed plastics not procured by recyclers undergo classification and processing into pellets at Ishara's facility, geared towards 3D filament production. These filaments are subsequently marketed through online platforms and strategic partnerships with universities requiring 3D printing materials. Revenue generated from filament sales serves as a key income stream for Ishara, ensuring financial sustainability.

At Ishara, we generate both social and economic value for our customers, local recycling companies, by selling them the plastics we collect. The size of this market is about 25 companies with a total capacity of 320 tons per day. The total market for recycled plastic waste in Ghana is expected to grow in the coming years with the opening of a new plastic bottle recycling plant with an annual operating capacity of 30,000 tons. Also, our digitized collection system will enable us to provide our customers with impact metrics and a steady supply of material.

 We are actively pursuing partnerships with groups such as Recycle Up! Ghana and the Kwame Nkrumah University of Science and Technology in order to more effectively serve our target populations. The Ghanaian government currently spends $3.5 million on waste management costs and even more on the health ramifications of microplastics in the air we breathe and food we eat. In the long term, Ishara will create societal value by reducing these costs through a more effective plastic waste collection system and through educating and encouraging better recycling habits. We can leverage this aspect of value creation through partnerships with public institutions such as Ghana’s ministry of environment, science, technology and innovation (METSI.)

In addition to building partnerships and managing the logistics of plastic collection and sale, other key activities for achieving our value proposition include software development and analyzing user data. Our key resources include the Ishara platform, our impact brand, app rewards, plastic material, logistics infrastructure such as collection equipment, plastic collectors, our administrative team, and seed funding from competitions including MIT Solve.

To ensure Ishara's financial sustainability while advancing our core mission, we've devised a strategic approach that maximizes efficiency and minimizes costs. Instead of disbursing rewards to all participants, we will implement a lottery system for distributing rewards from collected plastics. This approach not only reduces our operational expenses but also underscores the intrinsic value of plastic, fostering greater engagement among individuals, starting with university students.

Upon collection, our focus shifts towards processing the plastic into pellets suitable for 3D filament production. This innovative step not only adds value to the collected plastic but also taps into a burgeoning market, as 3D printing gains traction worldwide. By engaging in 3D filament production, we secure a steady demand for our recycled plastic materials, ensuring sustained revenue streams.

In addition to selling 3D printing filaments, Ishara is committed to combating single-use plastic pollution by introducing reusable bowls as alternatives to disposable plastic bags, particularly within Ghana's food industry. Recognizing the food sector's significant contribution to plastic pollution, our initiative aims to provide food vendors with reusable bowls, which customers can purchase alongside their meals. This not only reduces the vendors' operational costs but also generates additional income through commissions on bowl sales. 

Also, partnerships and sponsorships through beverage companies such as Coca Cola and Pepsi will provide significant financial resources through their campaigns to boost sustainability in Ghana. Similarly to Coca-Cola’s  sponsorship for  the FIFA World cup, Ishara is in a better position to partner with such a company to ensure proper waste management in major events where beverage companies are present.

Ishara has received enormous support from MIT’s entrepreneurial space, our current funding is majorly from MIT Sandbox, IDEAS Challenge as well as PKG fellowship. Since we are still in the prototype phase, this funding has enabled us to to achieve several milestones as we iterate and achieve our milestones. In the future, we hope to raise money from investors and venture capitalists  to solidify our operations and grow our team. 

By aligning financial sustainability with our mission, Ishara not only drives positive environmental impact but also creates economic opportunities for both businesses and individuals