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Real Dutch Water

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1.0 PROJECT BRIEF.................................................................................................................6
1.1 FINANCIAL SUMMARY...................................................................................................6
Margin Formulas/Calculations: The gross profit P is the difference between the cost to
make a product C and the selling price or revenue R (P = R – C); the mark up
percentage M is the profit P divided by the cost C to make the product. (M = P / C = (R
- C) / C) and; the gross margin percentage G is the profit P divided by the selling price
or revenue R (G = P / R = (R - C) / R)...........................................................................7

1.2 PROJECT RATIONALE.....................................................................................................7
2.0 MARKET OPPORTUNITY................................................................................................7
2.1 MARKET OVERVIEW.......................................................................................................7
2.2 COMPETITION AND MARKET SHARE CHARACTERISTICS....................................8
Kenya’s Bottled Water Industry, University of Nairobi, Department of Chemistry. Accessed
on 26 from February 2014 http://www.euromonitor.com/bottled-water-in-kenya/report.........8
Euro Monitor (2013) Bottled Water in Kenya: Country Report. Available on 26 February
2014 from http://www.euromonitor.com/bottled-water-in-kenya/report;..................................8
3.1 PRODUCT SALES..............................................................................................................8
3.2 RAW MATERIALS.............................................................................................................9
3.3 PRODUCTION PROCESS..................................................................................................9
3.4 DISTRIBUTIONAND MARKETING TECHNIQUES....................................................10
3.5 HUMAN RESOURCEREQUIREMENT..........................................................................10
4.0 PROJECT FINANCIALS..................................................................................................11
4.1 OPERATIONAL DATA....................................................................................................11
4.2 OVERALL FINANCIAL PROSPECT..............................................................................11
5.0BENEFITS TO INVESTOR...............................................................................................12
APPENDIX 1: EXCISE WATER MANUFACTURERS LICENCED BY KENYA
REVENUE AUTHORITY IN THE YEAR 2012....................................................................14
SELLERS AGREEMENT.......................................................................................................15
REAL DUTCH WATER (INVESTOR’S PAY BACK PLAN)..............................................17
INVESTORS AGREEMENT..................................................................................................18

Real Dutch Water

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a) Name of Business: Real Dutch Water

Supply of Healthy drinking water (DWL)

c) Management:

Rex van der Munnik

NS65DB226

Director:

Purity WangeciHirigo 1197702

Director

BenardMutioNzavi

Director:

David NziokaMutisya 20789753

9344202

d) Financial Standing:
Work Capital:

460,000 ksh.

Bank Capital ABN-AMRO:

15,000,000 ksh.

Total Capital:

15,460,000 ksh.

Sales + V.A.T. a month:

896,161 ksh

Net Profit:

186,864 ksh

e) Contact:
Name:

Rex van der Munnik

Phone:

+254 728 630 571

E-mail

realdutchwater@yahoo.com

Portal Place House
Muindi Mbingu Street
2nd Floor no. 211
P.O. Box: 41397-00100 Nairobi
g) Current Source of water:
Water factory:

Mtwapa, Mombasa

Registration no.:

BN/2014/273180

h) Resumes of Directors

Real Dutch Water

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1. Advisor/Chief Executive:Reginald (Rex) van der Munnik
Reginald (Rex) van der Munnik, aged 51 years, lives at the
ChairoadPangani. Currently Rex works as an assistant Manager with
the Irdeto in The Netherlands. Rex obtained his education in The Netherlands; he graduated
Rex started his first business in 1992 in The Netherlands in car hired of expensive cars. In
1999 Rex started his first company on the Africa continent, Crexxit is a car hire in Benin
City, Nigeria. From 1995 till 1999, Rex was working in the water cleaning business for PWN
in Haarlem, The Netherlands. In 2008, Rex came in contact with DWL Mombasa and started
to sell, healthy drinking water in Loitokitok, Kenya.
2. First Director
David NziokaMutisya
David Nziokawields a B2 French Diploma from the ForrNax College,Nairobi as well as
Foundational Accreditation in Arabic from Avicenna Cultural Library of the Islamic
Republic of Iran, Nairobi. He has possesses a BSC (Forestry) degree from Moi University
and is currently an MA (Communication Studies) candidate in the University of Nairobi and
He has been a rigorous researcher and social entrepreneur. He has also been a resource person
with the Deutsche Technishe Universität, Dresden, Germany in collaborative research
projects targeting Kenya, Ethiopia, Sudan and Germany. David has also taught organizational
behavior at college level in Kenya and has been active in the CSO and PSO sectors. As such,
he is the treasurer of the Living Testimony Organization, a Kenyan non-profit organization.
David has also worked directly for the Kenya government as well in government funded
projects. Furthermore, he is also the Director of Data and Print Experts Kenya, a research
consultancy firm with local and international reach. To this end, he brings on board strong
management and networking skills.
3. Second Director
Bernard Mutio Nzavi
Bernard is a robust business man (A-level graduate). For the last close to thirty years,
Bernard has worked in the hotel and tourism sector. He is also the director of Light Tours and
Safaris, A tour firm that targets the East Africa region. He brings on board immense capacity
in business liaison and venture in the region.

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4. Third Director
Purity Wangeci Hirigo
Purity is a college graduate (Tourism) and has been active in establishing SMEs. As such she
has worked in the food, graphics and cosmetics sectors. She has firm understanding of the
Kenyan business landscape and shall be pivotal to the success of the project.
i) Experience
The project is informed by a prior project undertaken under the auspices of the advisor
(Reginald (Rex) van der Munnik). Under this project, water has been obtained from Dutch
Water Limited in Mombasa and marketed in Kajiado and Nairobi. The project has had been
successful and this has led to the conceptualization of establishing a water processing plant in
Nairobi to cater for the huge local demand.

Real Dutch Water

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HEALTHY DRINKING WATER PROCESSING PROJECT

1.0 PROJECT BRIEF
This proposed project presents an investment opportunity for establishing a bottled water
plant for providing pure drinking water. The proposed product line will consist of bottles of
0.5, 1, 2,4,12 and 20 liters. In the initial phase of the project will focus on bottles of 12 liters
and dispenser bottles of 20 liters in the in the local market. After successful introduction of
this type of bottled water, the product line will be extended to .5, 1, 2 and 4 liter bottles.
The market for mineral water in Kenya has been showing a mushroom growth trend over the
last fewyears. Kenya’s bottled water industry is worth about 12 billion Kenyan shillings per
year (\$160 million). In 2009 alone, the industry sold 314 million liters of water under more
than 100 brands1. This was at an average price of 38.22 shillings (\$0.48) per liter, which is far
too costly for most Kenyans. Ever since, there has been rampant growth in the water sector.
Regrettably, the quality of bottled water is often hard to ascertain; not with the rise of
counterfeit goods in Kenya. This makes this project unique since customers will be given
warranty2 for the water they purchase.
The potential markets for bottled / mineral water in Kenya consist of foreigntourists and
foreigners working in Kenya, hotel industry, patients (bottle water is alsoused to avoid the
possible consumption of contaminated water), travelers and increasingly offices and
homesteads. Moreover, thebottled / mineral water has been emerging as a daily preference of
the elite class.
The project can bottle 30,000 litersof water per day. Each liter shall be sold at a whole sale
price of Ksh 7. The sale at 100% capacityutilization per month is project at Ksh. 4,410,000.
The project would be set up in Nairobi County where allthe required infrastructure and
amenities are available.
1.1 FINANCIAL SUMMARY
1) Monthly income:Ksh. 4,697,500
1

Githinji, P. Thriving bottled water business attracts thirsty vendors. The Standard. April 6, 2010. Accessed on
the Standard Online website (http://www.standardmedia.co.ke) on June 10, 2010.
2

Customers will be given warranty for all the water they purchase. This shall entail refund for all water
previously purchased from the company and free medical treatment for any sickness associated with drinking
the water.

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2) Gross Profit Margin3: 53.59%
3) Mark up: 115.48%
4) Gross profit per month: 2,517,500.00
5) Payback period 4Years
1.2 PROJECT RATIONALE
Nairobi and its surrounding areas is a land that has immense underground water resources.
Indeed the name Nairobi is from the Maasai name for place of cool waters. This presents an
ample opportunity to bottle this local consumption. Furthermore, the need for affordable
bottled water in Nairobi cannot be gainsaid. Furthermore, the increase of awareness of
waterborn diseases is increasing. Coupled with modern trends of living, the market of
bottledmineral water is growing faster than the supply. As such, there is increasing interest of
investment in this sector. This emanates from the fact that the market for purified bottled /
mineral water is a growingmarket. Furthermore, Real Dutch Water borrows heavily from
extant experience from one of its Directors in implementing successful marketing networks.
A pilot distribution project of mineral water in Nairobi has been successful. Indeed demand
for water under the proposed price regime of Real Dutch Water surpasses supply.
2.0 MARKET OPPORTUNITY
2.1 MARKET OVERVIEW
There are more than 100 major players in the bottled water sector (Appendix 2). According to
the industry sources (Kenya Revenue Authority). This has been due to the demand for pure
drinking water in Kenya. The market comprises of two segments:retail market and bulk
market.
The retail market consists of 0.5, 1, 2 and 4 liter capacity disposable bottles. The bulk market
consists of home and officedelivers in 5 -20 liters dispenser bottles.The process of purified
bottled water manufacturing consist of collecting water from a suitable source, filtration,
demineralization, blending with salts, aeration, testing for standards conformation, bottling
and packaging.

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Margin Formulas/Calculations: The gross profit P is the difference between the cost to make a product
C and the selling price or revenue R (P = R – C); the mark up percentage M is the profit P divided by
the cost C to make the product. (M = P / C = (R - C) / C) and; the gross margin percentage G is the
profit P divided by the selling price or revenue R (G = P / R = (R - C) / R).

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2.2 COMPETITION AND MARKET SHARE
CHARACTERISTICS
As already pointed out, there are over 100 major players in bottled
water sector in Kenya. The following is an overview of the competitive landscape. Most of
the Kenyan market (about 70%) is controlled by Four Major brands (Aquamist, Crown,
Dasani and Keringet). The remaining 30 percent is controlledby the other brands. Real Dutch
Water shall endeavor to penetrate this market through competitive pricing, superior products,
robust marketing and progressive research.
Figure 1: Market Share Characteristics

Source (Adapted from the University of Nairobi 4 and EuroMonitor)5

High quality bottled mineral water will be processed/produced for the customers. Theplant
will start its operation from 30% capacity and finally reach 90% capacity by the endof 4
years. There is also anticipated growth of 10 % in sale price of the product. As the market
share increasesthe product shall also be marketed in neighboring East Africa countries.

3.1 PRODUCT SALES
1. Plant Capacity liters per day
2. Production per day in liters (30% capacity)
3. Production capacity utilization growth rate
4. Sales growth rate
4

5

90,000 liters
30,000 liters
10%
10%

Kenya’s Bottled Water Industry, University of Nairobi, Department of Chemistry. Accessed on 26 from
February 2014 http://www.euromonitor.com/bottled-water-in-kenya/report
Euro Monitor (2013) Bottled Water in Kenya: Country Report. Available on 26 February 2014 from
http://www.euromonitor.com/bottled-water-in-kenya/report;

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5. Capacity utilization in first yr

60%
95%
Ksh. 7
Ksh. 4,410,000

6. Maximum Capacity utilization
7. Sale price per liter
8. Initial Sales per day at 30% production capacity
3.2 RAW MATERIALS
The project shall purchase a piece of land (0.5 acre) within a radius of 40 Km from Nairobi

CBD. A bore hole shall be drilled in this piece of land to provide water for the project.
3.3 PRODUCTION PROCESS
The first step for setting up a water purification plant is the analysis of source of water. After
the chemical analysis, the specifications of the purification plant are set. In the purification
plant, source water is stored in the feed water tank, passes through the pre-filter for
preliminary water filtration.
Water then is soften further and filtered further in a fine filter. After this, the water passes
through Reverse Osmosis (RO) membranes. Reverse Osmosis Reverse osmosis removes
many types of molecules and ions from water. After that, the water passes through a Nitrate
removal unit. It is then filtered further in the post filter and stored in a clean water reservoir.
The next stage includes further filtration in a fine filter and ultra violet (UV) disinfection and
delivery. Ultra Violet treatment is done to avoid any contamination frombacteria and other
micro organisms. Water then is delivered through a bulk line delivery or through the bottling
plant.The complete process flow is shown in Figure 2.
Figure 2: The processing plant

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3.4 DISTRIBUTIONAND MARKETING TECHNIQUES
Branding and marketing of bottled water is as essential as water for
TV and print mediaadvertising and brochures. This projectshall use robust online marketing
techniques and social marketing techniques. Independent marketers shall work through
closed matrix marketing plan. To this end, marketers shall be paid for each new customer and
shall be paid for subsequent orders from the client. This shall reduce operational costs since
marketers (sellers) do not have to be fulltime employees of the business. In addition, the
business shall sponsor public events like sport events or hospital campaigns, distributing free
brochures about water and its daily consumption, water requirements in different age
brackets. This shall be critical in garnering new markets and promoting the brand.
Furthermore, the project shall use interactive marketing. This may include educating the
general public about the importance of water and itsdaily consumption requirements for
human body through the participation in seminars andin general public gatherings (e.g.
College and University gatherings). All in all, the overall marketing strategy may change
with the change of target market. Amarket research study is recommended to design the
different dynamics of marketing beforelaunching the new brand. Marketing expense has been
included in the total project cost and it has been estimated at Ksh. 300,000.
3.5 HUMAN RESOURCEREQUIREMENT
The following requirement of staff along with their levels and monthly salary is foreseen
forthis project.
Designation
Number of staff
Salary (Total)
1
150,000*
2) Marketing Manager
1
75,000*
3) Sales Manager
1
75,000*
4) Public Relations
1
75,000*
5) Accountant
1
50,000
6) Machine operator
2
50,000
7) Driver
2
50,000
8) Fillers
6
150,000
9) Packing supervisor
2
50,000
10) Cleaner
2
50,000
11) Watch man
4
100,000
Total
23
875,000
* The first four positions shall be drawn from the directors of Real Dutch Water as such their
salaries could fluctuate based on the monthly performance of the company. All other positions
shall be on a fixed rate.

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4.0 PROJECT FINANCIALS
4.1 OPERATIONAL DATA
The plant will be operated in the first year at 30% capacity and as the market expands the
90 % plant capacity will be attained by the end of fourth year.

4.2 OVERALL FINANCIAL PROSPECT
Item
Investment
Water cleaning machine
Transport
Lease Land and building
Total

Amount (Ksh)
3,025,000
40,000
700,000
80,000
3,845,000

Production cost per month
Salary (15 persons)
Maintenance of machine
Electricity
Total

875,000
300,000
80,000
1,255,000

Monthly income
Water (30,000 liters @ Ksh 7 per liter)
Donation (2500 Euro)
Total

4,410,000
287,500
4,697,500

Annual profit for first 4 years

85,303,089

Notes 1. Annual Profit calculation:
= (Total income*12 months) – ((Total investment / 4 years) + (Production cost*12))
2. Amount Requested (Ksh):
= Total investment + production cost per month for 1 month
= 3,745,000 + 1,255,000
= 5,000,000/=
=Five Kenya shillings only

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5.0 BENEFITS TO INVESTOR
1. Offer 20% share of net profit for a period of 4 years.
2. Sponsor the events of the funder/investor ( see section 3.4);
3. Offer more direct employment opportunities as they arise
4. Pay 1% of the post-tax profit as investor’s liaison person allowance for the time spent
in meetings during the process of executing the project for a period of 4 years.

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6.0PROJECTED CASH FLOW STATEMENT
Year 1
Starting Capital
Total Capital RDW:
Investor
Total Capital
Investment Cost:
Water Cleaning Machine
Transport
Lease Land and Building
Insurance
Transport Cost:
Car
Fuel
Insurance (Car)
Office equipment Cost:
Desk
Seats
Laptop
Tablet
Smartphone
Airtime
Production Cost:
Maintenance of Machine
Salary
Electricity
Repayment Investor:
Extern
Intern (Rex)
Other Cost:
Research and Development
Training
External work
Water
Donation
Total:
Profit Befor tax and internal
investment:
New Water Cleaning Machine
New Water Cleaning Machine
Profit Befor tax:
Total Profit after Tax:
Tax
Total Profit:
Total Capital after Tax:

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Year 2

Year 3

Year 4

15,460,000
5,000,000
20,460,000

39,142,997

54,529,694

69,916,392

39,142,997

54,529,694

69,916,392

756,250
10,000
700,000
174,750

756,250
10,000
700,000
174,750

756,250
10,000
700,000
174,750

756,250
10,000
700,000
174,750

500,000
424,000
115,000

500,000
424,000
115,000

500,000
424,000
115,000

500,000
424,000
115,000

38,000
34,500
34,500
115,000
69,000
36,504

0
0
0
0
0
36,504

0
0
0
0
0
36,504

0
0
0
0
0
36,504

3,600,000
10,500,000
960,000

3,600,000
10,500,000
960,000

3,600,000
10,500,000
960,000

3,600,000
10,500,000
960,000

1,250,000

1,250,000
5,000,000

1,250,000
5,000,000

1,250,000
5,000,000

400,000
200,000
400,000
200,000
20,517,504

400,000
200,000
400,000
200,000
25,226,504

400,000
200,000
400,000
200,000
25,226,504

400,000
200,000
400,000
200,000
25,226,504

52,920,000
287,500
53,207,500

52,920,000
287,500
53,207,500

52,920,000
287,500
53,207,500

52,920,000
287,500
53,207,500

32,689,996

27,980,996

27,980,996

27,980,996

6,000,000
26,689,996

6,000,000
21,980,996

6,000,000
21,980,996

6,000,000
21,980,996

8,006,999
18,682,997

6,594,299
15,386,697

6,594,299
15,386,697

6,594,299
15,386,697

39,142,997

54,529,694

69,916,392

85,303,089

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APPENDIX 1: EXCISE WATER MANUFACTURERS LICENCED BY KENYA REVENUE
IN THE YEAR 2012

NO. COMPANY NAME

AUTHORITY

BRAND

TOWN

STATUS

1 Penrose Enterprises
2 Aberdares Water Ltd
3 Alpine Coolers Ltd
5 Gambino Bottling Ltd
6 Aqua Mineral& Beverages Ltd
7 Tri Clover Industries (K) Ltd
8 Aqua Kula Ltd
9 Aquamist Ltd
10 Edu Premier Co. ltd
11 Saab Enterpries Ltd
12 Komax Investment Ltd
13 AsiliaEnterpises
14 AvianoE.A
15 Blue Wave Company Ltd
17 Canan Gardens Ltd
18 Chemlana Springs
19 Cheranganyi Spring Water
20 Red Rocks Enterprises
21 Qplast Industries Ltd
22 Crystal Cool Pure Springs Water
23 Sammeer Agriculture & Livestock (K) Limited
24 Nairobi Bottlers Ltd
25 DanmarEnter.Ltd
26 Dutch Water Ltd

Aberdare wells Bottled Water
Aberdares
Alpine Coolers
Alpine Drinking water
Aqua Drop
Aqua Minerale
Aqua3
Aquakula
Aquamist
Aquanella
Aquasafe
Aquelle Drinking water
Asilia
Aviano
Blue Wave
Blueridge
Canan
Chemlana Springs
Cheranganyi Springs
Cherry Creek
Cool Blue Mineral Water
Crystal Cool
Daima
Dasani
Deep Rock Aqua
Dutch Water

Nairobi
Nairobi
Nairobi
Mombasa
Nairobi
Nairobi
Nairobi
Voi
Nairobi
Nairobi
Mwingi
Mombasa
Mombasa
Nairobi
Mombasa
Mombasa
Embu
Nairobi
Moi's Bridge
Meru
Nairobi
Nairobi
Nairobi
Nairobi
Limuru
Mombasa

27 Elims Food Processors & Distributors
28 Debby’s Investment
29 Super Brewers
30 Everpure Enterprise
31 Krystalline Mineral Water Com,pany
32 Raili Enterprises Ltd
33 Malindi Industries
34 Hydrolab Ltd
35 Grange Park/Usafi Services Ltd
36 Great Rift Mineral Water Ltd
37 Highlands Mineral Water ltd
38 Himalaya
39 Modular Products
40 Mohamed Maye Omar
41 Guru Mineral Water
42 Lujusco Food & Bev Ind. Ltd
43 Khetia Drapers
44 Cartubox Industries(E.A) Ltd
45 Kathini Springs Mineral Water
46 Kelunet Ltd
48 Kereita Enterprises Ltd
49 Crown Beverages
50 Kimwa Suppliers
51 AbdiRASHIDDirie Investment
52 Kirinyaga Mineral Water Co. Ltd
53 Lowland Food Industry Ltd

Elims Spring Water
Engare
Equator
Everpure
Exquisite
Fresh & Cool
Galana
Glacier Spring Water
Grange Park
Great Rift Mineral Water
Highlands
Himalaya
Horizon
Ismahan Enjoy Ice Water
Jasmine
Jusco Pure Drinking Water
Kabarnet Mineral Water
Kabazi Spring Water
Kathini
Kelunet
Kenrema
Kereita Natural Spring Water
Keringet, Pur Aqua
KiliKili
Kilimanjaro Alps
Kirinyaga Mineral Water
Lowlands Spring Water

Chogoria
Bibirion, Limuru
Kisumu
Malindi
Nairobi
Nairobi
Malindi
Nairobi
Nairobi
Mai Mahiu
Nyeri
Mombasa
Nairobi
Mombasa
Mombasa
Nairobi
Kitale
Nakuru
Nairobi
Kericho
Mombasa
Uplands/Thika
Molo
Karatina
Mombasa
Embu
Nakuru

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REAL DUTCH WATER MARKETING PLAN

Contact: Rex van der Munnik +254 728 630 571

e-mail: realdutchwater@yahoo.com

Real Dutch Water
Marketers’subscription fee

10, 000 ksh

First time delivery (By 10 piece)
200 x 24 = 4,800 ksh (1 new order)

Following up order
100 x 24 = 2, 400 ksh
Month income = 7.200 ksh (After 2 month)
8, 200 ksh (After 3 month)
"

"

36, 000 ksh – 7, 200 ksh = 28, 800 ksh. (After 1 year) (Without selling)
By 540 jerry can = month income 21.000 ksh

SELLERS AGREEMENT

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Contact: Rex van der Munnik +254 728 630 571
realdutchwater@yahoo.com

e-mail:

Real Dutch Water

Sellers Agreement
On ../../…. we agree to that .......................will do sales for Real Dutch Water.

.................................. paid a deposit of 10.000 ksh to M-pesa 07 28 630571.

Real Dutch Water give the seller a commission of 200 ksh after every paid new order of 10
jerry can or 5 dispenser bottles. Real Dutch Water give by every paid following up order of
10 jerry can or 5 dispenser bottles, 100 ksh.

By Fraud will Real Dutch Water not be responsible for any consequence and Real Dutch Water
will not pay any commission.

Date:
Place:

Seller

Real Dutch Water

Real Dutch Water

Witness

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REAL DUTCH WATER (INVESTOR’S PAY BACK PLAN)

Contact: Rex van der Munnik +254 728 630 571

e-mail: realdutchwater@yahoo.com

Real Dutch Water
Investors

72,000 ksh

Daily profit: 7,700 ksh
Partnership of 1/6 (72,000 ksh)
1,300 ksh each partner.
24 day's (Working day's)
Month income:
1,300 x 24 = 21,200 ksh. (Without selling)
After 4 months (Investment back)
4 x 21,200 ksh = 84,800 ksh

(The investor gets totally6 x 21,200ksh) = 127,200 ksh

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INVESTORS AGREEMENT

Contact: Rex van der Munnik +254 728 630 571

e-mail: realdutchwater@yahoo.com

Real Dutch Water

Investors Agreement
On …./…./2014 i agree to invest 72,000 ksh. in Real Dutch Water
The Investor, .............................. will be a sleeping investor for a time of six month. The
investor have send the investment of 72,000 ksh. to M-pesa 07 28 630 571.
Real Dutch Water (Reginald van der Munnik), have resaved the investment on …./…./2014
by M-pesa 07 28 630 571. RexDWL will use the investment for expanding the market of
healthy drinking water.
Real Dutch Water will pay the investor every month 21,200 ksh. for a time of six month, with
a total of 127,200 ksh after six month.

Date:
Place:

Investor

Real Dutch Water

Real Dutch Water

Witness

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