Ghana Market Projections — IZZY Sanitary Pads

Formal disposable pad market: 360M–420M pads/year · Reproductive-age women: 7M · Benchmark usage: 140 pads/woman/year

⚠️ Full demand potential = 980M pads/year — the gap represents period poverty (millions priced out of formal retail)

🎛️ Adjust Your Scenario

Target Women Served1,000,000

100K7M (full market)

Pads/Woman/Year140

60 (low)180 (high)

Retail vs Wholesale Mix50% Retail / 50% WS

100% WS100% Retail

OpEx Overhead Buffer+20%

0%+50%

Women Served

1,000,000

14.3% of 7M · 35.9% of formal market

Pads/Year

140.0M

11,666,667 packs

Shipments/Year

176

797,184 pads per 40HQ

Total Revenue

USD 15.43M

CAD 21.99M · GH₵ 182.3M

Net Profit

USD 8.21M

CAD 11.71M · GH₵ 97.0M

Profit Margin

53.2%

Blended rev GH₵15.63/pack

Profit Waterfall — at 1,000,000 Women Target

GH₵ · USD · CAD · Rate: 1 USD = GH₵11.81 · 1 USD = CAD 1.425

Gross Revenue

USD +15.43M|CAD +21.99M|GH₵ +182.29M

100.0% of revenue

COGS (FOB $0.0340/pc × 140.0M pads)

USD −4.77M|CAD −6.79M|GH₵ −56.29M

30.9% of revenue

OpEx (176 shipments + 20% buffer)

USD −2.45M|CAD −3.50M|GH₵ −28.98M

15.9% of revenue

Net Profit

USD +8.21M|CAD +11.71M|GH₵ +97.02M

53.2% of revenue

5-Year Revenue & Profit Ramp

Scaled to reach 1,000,000 women by Year 3 · GH₵ thousands

revenue
cost
profit

Women Reached & Shipments Required

Women in thousands · Shipments count

Women (K)
Shipments

Scenario Comparison — 4 Growth Targets

Based on 140 pads/woman/year · 50% retail / 50% wholesale · GHS @ 11.81

Women Target	Market Share	Pads/Year	Shipments/Yr	Revenue (GH₵ / USD / CAD)	COGS GH₵	OpEx GH₵	Net Profit (GH₵ / USD / CAD)	Margin
250,000	3.6%	35.0M	44	USD 3.86M CAD 5.50M GH₵ 45.6M	14.1M	7.24M	USD +2.05M CAD +2.93M GH₵ +24.26M	53.2%
500,000	7.1%	70.0M	88	USD 7.72M CAD 11.00M GH₵ 91.1M	28.1M	14.49M	USD +4.11M CAD +5.85M GH₵ +48.51M	53.2%
Your Goal1,000,000	14.3%	140.0M	176	USD 15.43M CAD 21.99M GH₵ 182.3M	56.3M	28.98M	USD +8.21M CAD +11.71M GH₵ +97.02M	53.2%
2,000,000	28.6%	280.0M	352	USD 30.87M CAD 43.98M GH₵ 364.6M	112.6M	57.95M	USD +16.43M CAD +23.41M GH₵ +194.05M	53.2%

Launch Now

2,886,000

reproductive-age women

2 regions · ~404.0M pads/yr demand

Year 2

2,730,000

reproductive-age women

4 regions · ~382.2M pads/yr demand

Year 3+

2,574,000

reproductive-age women

10 regions · ~360.4M pads/yr demand

Region	Capital	Total Pop.	Repro. Women	Pad Demand/Yr	% of 7M women	Focus	Notes
Greater Accra	Accra	5,600,000	1,456,000	203.84M	20.8%	Launch Now	Highest income, urban retail, hospital density — launch first
Ashanti	Kumasi	5,500,000	1,430,000	200.20M	20.4%	Launch Now	2nd largest city, strong wholesale & pharmacy network
Eastern	Koforidua	3,000,000	780,000	109.20M	11.1%	Year 2	Growing peri-urban market, good road access from Accra
Central	Cape Coast	2,900,000	754,000	105.56M	10.8%	Year 2	University town, health-conscious demographic
Northern	Tamale	2,400,000	624,000	87.36M	8.9%	Year 2	Fastest-growing northern city, underserved formal market
Western	Sekondi-Takoradi	2,200,000	572,000	80.08M	8.2%	Year 2	Oil economy income boost, retail-friendly
Volta	Ho	1,700,000	442,000	61.88M	6.3%	Year 3+	Border trade potential with Togo
Upper East	Bolgatanga	1,300,000	338,000	47.32M	4.8%	Year 3+	Low income, high period poverty — NGO partnership angle
Bono	Sunyani	1,250,000	325,000	45.50M	4.6%	Year 3+	Agricultural economy, wholesale entry viable
Bono East	Techiman	1,250,000	325,000	45.50M	4.6%	Year 3+	Major market hub, good for wholesale distribution
Upper West	Wa	950,000	247,000	34.58M	3.5%	Year 3+	Very low formal retail penetration
Western North	Sefwi Wiawso	950,000	247,000	34.58M	3.5%	Year 3+	Mining communities, emerging purchasing power
Oti	Dambai	750,000	195,000	27.30M	2.8%	Year 3+	Rural, limited distribution infrastructure
Ahafo	Goaso	600,000	156,000	21.84M	2.2%	Year 3+	Small population, rural
North East	Nalerigu	580,000	150,800	21.11M	2.2%	Year 3+	Remote, supply chain challenges
Savannah	Damongo	570,000	148,200	20.75M	2.1%	Year 3+	Lowest population, limited formal market
TOTAL		31,500,000	8,190,000	1,146.60M	100%

🎯 Launch Strategy — High Priority Regions

Greater Accra + Ashanti alone account for ~2,886,000 reproductive-age women — over 41% of your total addressable market. Winning these two regions gets you most of the way to your 1M women target with far less logistics complexity.

📦 Logistics Note

Both high-priority regions have established wholesale markets, pharmacies, and hospital networks. Kumasi Central Market and Accra Makola Market are the two most important wholesale entry points. Year 2 regions (Eastern, Central, Northern, Western) are accessible via the main highway corridors out of Accra and Kumasi.

Key Assumptions & Data Sources

• 140 pads/woman/year — Ghana reproductive demographics benchmark (WHO / localized tracking)

• Formal market: 360M–420M pads/yr — inflation & luxury tax prices millions out of formal retail

• 7M women = midpoint of Ghana's 6–8M reproductive-age market

• Period poverty gap: ~560M+ pads/yr — full potential 980M minus formal market captured volume

• 797,184 pads per 40HQ container — S=158,976 · M=239,616 · L=239,616 · XL=158,976 pcs (confirmed MOQ)

• Blended FOB ≈ $0.0341/pc (weighted avg, B Grade) — S=$0.0287 · M=$0.0318 · L=$0.0360 · XL=$0.0398 · Total FOB $27,135.82 USD · Shipping to TEMA $3,600

• Blended retail GH₵18.00 — avg of S=GH₵17, M=18, L=19, XL=18 per 12-pack

• Blended WS GH₵13.25 — avg of S=GH₵12, M=13, L=14, XL=14 per 12-pack

• OpEx GH₵137,200/shipment — warehouse, staff, delivery, ads, kits (from Cost Breakdown)

• Softcore (Sunda Ghana) — up to 80M packs/yr capacity across domestic + W. Africa (benchmark competitor)

• Exchange rate: 1 USD = GH₵11.81 (live) · 1 USD = CAD 1.425 (live)