ADDITIONAL PROJECT SAMPLE DETAILS · 2017. 4. 19. · Storyboard of value chain Communicating the...

MODULE 3

ADDITIONAL PROJECT SAMPLE DETAILS

MODULE 3

Need emene

Core&

Augment

ed

Solu-tion

Project Overview

MODULE 3

PROJECT DETAILS

1- Problem

Need and

issues

Drivers of

needs

Context

elements

2- Opportunity

Geography

Beneficiary/Cu

stomer

Usage

situation

3- Solution

Core solution

Augmented

solution

Ecosystem

4- Enterprise

Plan

Sustainable value proposition

Comparison with alternatives & positioning map

Storyboard of value chain

Communicating the value proposition

Delivering the value proposition

Developing the exchange model

5 - Sustainable

Outcomes

Social

Environmental

Economic

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DRIVERS OF NEED/PROBLEM

The Need Effective long term protection against parasite carrying Mosquitoes

AAA (Access, Affordability, and Availability )

No adverse effects on humans and the environment

The annual

economic cost of

Malaria to the

African continent is

estimated to be

$12B USD*http://www.rollbackmalaria.org/keyfacts.html

1- Problem

Needs and

issues

Drivers of needs

Context

elements

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Poor public health

infrastructure

General availability of

health care

Inability to take preventive

measures

Affordability of curative

treatment

MALARIA IS KNOWN AS THE DISEASE OF POVERTY AND A CAUSE OF POVERTY1- Problem

Needs and

issues

Drivers of needs

Context

elements

Poverty Infrastructure

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1- Problem

Needs and

issues

Drivers of needs

Context

elements

Area: 30.3 million km2

Population: 888 million

(256 million < $ 0.9 a day)

1 in 2 people have access to

hospital or doctor in Sub-

Saharan Africa

Income

Infrastructure

Demography

Climatic conditions in

Africa conducive for the

thriving of vectors

Climate

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Need emene

Core&

Augment

ed

Solu-tion

Project Overview

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2- Opportunity

Geography

Beneficiary/Cus

tomer

Usage situation

MARKET SIZE AND GROWTH

Population Population growth stats for Africa: 2.3 per year

The Global Fund

estimates the

demand for anti-

malarial bed nets in

Africa to be around

100 million in 2010

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2- Opportunity

Geography

Beneficiary/Cus

tomer

Usage situation

BENEFICIARIES/CUSTOMERS

The poorest in Africa face the highest risk of malaria

Malaria Map

Poverty Map

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2- Opportunity

Geography

Beneficiary/Cus

tomer

Usage situation

USAGE SITUATIONS

Household Setting

Organizational Setting

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Need emene

Core&

Augment

ed

Solu-tion

Project Overview

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3- Solution

Core solution

Augmented

solution

Ecosystem

MOSNET

Product Features Effective: Reduces deaths in children by one fifth and episodes of

malaria by half

Durable: Lasts 5 years and is tear resistant

Eco-friendly: Made of Recyclable organic material

Safe: Organic insecticide eliminates health hazards

Durable, low cost,

organic insecticide

treated anti-

malarial bed nets

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3- Solution

Core solution

Augmented

solution

Ecosystem

THE MOSNET SOLUTION

Net keeps

mosquitoes out

Organic

insecticide kills

mosquitoes

Packaging with education about

malaria

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3- Solution

Core solution

Augmented

solution

Ecosystem

THE MOSNET SOLUTION

Net keeps

mosquitoes out

Organic

insecticide kills

mosquitoes

Educational programs in schools and

for women’s groups

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PROJECT DETAILS

1- Problem

Need and

issues

Drivers of

needs

Context

elements

2- Opportunity

Geography

Beneficiary/Cu

stomer

Usage

situation

3- Solution

Core solution

Augmented

solution

Ecosystem

4- Enterprise

Plan







5 - Sustainable

Outcomes

Social

Environmental

Economic

MODULE 3

MOSNET VALUE PROPOSITION

Affordable: Priced at $ 3.5 , MosNet is cheaper than comparable products in the

market

Durable: MosNet lasts for 4 years without having to be retreated with insecticide

and is tear resistant

Effective: Reduces deaths in children by one fifth and episodes of malaria by half

Accessible: MosNet is accessible at village level through various channels (Mobile

Distribution, Local Retailers & Wholesalers, Govt. care centers, & Partner NGOs

Safe: Has no adverse effects on humans or environment

4- Enterprise

Plan







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COMPETITION / ALTERNATIVES

DDT Less Effective: Mosquitoes developed resistance

Has adverse impact on humans and environment

Low cost drugs Less effective: mosquitoes developed resistance

Modern drugs Effective in short run

High costs

Not accessible at village level

Ordinary bed nets Ineffective: since they are not treated with insecticides

Not durable, need to be replaced in 6 months

3- Solution

Core solution

Augmented

solution

Ecosystem

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Merits

High efficacy

Demerits

Costly

Patent protected

Multiple shots required

Mosquitoes develop

resistance over time

Merits

Affordable

Locally

produced

Simple to use

Demerits

Low life span

Do not contain repellant

Merits

Affordable

Easy to use

Easy to distribute

Demerits

Health hazards

Environmental hazards

Mosquitoes develop

resistance over time

4- Enterprise

Plan







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Reduces deaths in children by one

fifth and episodes of malaria by half

More affordable than vaccines and

DDT in the long term

More effective than non treated nets

More durable than ordinary bed nets

No harmful effects on the environment

throughout the product life cycle

No health hazards (organic

insecticide)

4- Enterprise

Plan







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4- Enterprise

Plan








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COMPARISON WITH ALTERNATIVES (ACCESS, AVAILABILITY AND AFFORDABILITY)

Availability

Access

MosNet

Quinta DDT

Safeguard bet nets Circle size represents score on affordability

dimension

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STORY BOARD OF VALUE CHAIN

4- Enterprise

Plan







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Awareness

Local access

and Purchase

Usage training

Household usage and

seller follow-up

Product return

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1

•Rural consumer receives awareness messages and value proposition through community radio, health care worker or street plays

2

•Consumer approaches local entrepreneurs, weekly markets or primary health care centers to purchase product

3

• Consumer is given product usage training in local language. Pay installments are worked out between buyer and seller

4

•Consumer uses the product at home in the manner suggested, seller periodically follows up with consumer

5•Product returned after 4 years for recycling, 25% discount given on returned product

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ENTERPRISE PLAN

Sustainable value proposition:

Affordably priced at $ 3.5

Communicating the value

proposition: Community radio,

street plays (awareness and usage

training)

Delivering the value proposition:

Community health workers,

local entrepreneurs, weekly

village markets

Set up distributed community

level production centers

Build relationship with local

suppliers of raw materials

4- Enterprise

Plan







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ENTERPRISE PLAN4- Enterprise

Plan







Community Radio Awareness campaigns in schools Street Plays

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ENTERPRISE PLAN

4- Enterprise

Plan







Sample Pamphlet

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ENTERPRISE PLAN

Set up of community level

production centers in 30

villages of Nigeria and

Zimbabwe

Establish relationships with

existing transportation

partners in these locations

Build partnerships with

grass root NGOs and Govt.

Agencies for promotion and

distribution

Hire and train 10 local

personnel per center to

manage the expansion

process

4- Enterprise

Plan







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ENTERPRISE PLAN

4- Enterprise

Plan







Local Entrepreneurs

Weekly markets

Village health care workers

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EXCHANGE MODEL

MosNet Global

R&D, capitalLocal entrepreneurs

NGOs and Govt. agencies End customers

Technological and research

capabilities; capital investment

Domain expertise,

infrastructure

Local knowledge;

customer relationship

management, increased

sales, social value

Awareness,

local access

Enhanced

community health

outcomes

Cash, information ,

time

Customization of offering,

usage training, affordable

protection from malaria

and economic benefits of

good health

Loyalty, trust

MODULE 3

PROJECT DETAILS

1- Problem

Need and

issues

Drivers of

needs

Context

elements

2- Opportunity

Geography

Beneficiary/Cu

stomer

Usage

situation

3- Solution

Core solution

Augmented

solution

Ecosystem

4- Enterprise

Plan







5 - Sustainable

Outcomes

Social

Environmental

Economic

MODULE 3

ECONOMIC IMPACT

Return on Investment

Market Share

Reverse Innovation

5 - Sustainable

Outcomes

Social

Environmental

Economic

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SOCIAL IMPACT

Reduced rates of disease therefore better quality of life

Higher household income

Economic development of the region (malaria costs Africa USD 12

billion)

Employment creation in the economically backward regions of

Nigeria , Congo and Zimbabwe

5 - Sustainable

Outcomes

Social

Environmental

Economic

MODULE 3

ENVIRONMENTAL IMPACT

Made out of recyclable material

Insecticide made out of organic extracts

No adverse effects on humans

No adverse effects on environment

Ecologically sustainable

5 - Sustainable

Outcomes

Social

Environmental

Economic

MODULE 3

USING FRAMEWORKS TO REFINE BUSINESS PLANS

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UNDERSTANDING THE “WHAT” OR BUILDING ELEMENTS FOR THE BUSINESS PLANANALYSIS OF PRODUCT, RELATIONSHIP AND MARKET LEVELS

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PRODUCTS

Betterment of Life

Circumstances

RELATIONSHIP

S

Emphasis on the

Human

Dimension

MARKETS

Negotiation of

the Social

Milieu

Fairness and

trustworthiness

Emphasis on individual

and community welfare

Understanding life

circumstances

Multifaceted product

offerings to improve

welfare

Working with diverse

groups

Social good as common

denominator

What does this Mean for Business-Level Processes?

MODULE 3

ANALYSIS OF PRODUCT, RELATIONSHIP AND MARKET LEVELS

Resource constraint – lack of affordability

- Can consumers (entrepreneurs) afford a

product that satisfies this need?

- What benefits can they expect in

return for using scarce resources?

- What are these scarce resources, monetary

and otherwise?

Make, buy, or forego decision

- Can consumers (entrepreneurs) make the

product?

- Can consumers (entrepreneurs) forego the

product?

- What is the competition to buy from?

Immediacy of basic needs

- Does the product serve a basic need?

- Does the product serve an aspirational need?

Product: Betterment of Basic Life Circumstances Responses Relevant to Project

MODULE 3

ANALYSIS OF PRODUCT, RELATIONSHIP AND MARKET LEVELS

Relationships: Emphasis on the Human Dimensions (Take these

relational characteristics into your considerations?)

Responses Relevant to Project

Resource constraint – interdependence

among individuals

- How are individuals interdependent as it relates to the

need/product?

1-to-1 Interactions and strong word of mouth

- How does word of mouth work as it relates to the

need/product?

Development of consumer (entrepreneurial)

skills

- What are the skill levels of consumers (entrepreneurs) as

they relate to the need/product?

MODULE 3

ANALYSIS OF PRODUCT, RELATIONSHIP AND MARKET LEVELSMarketplaces: Negotiation of the Social Milieu(Do your

initiatives reflect these marketplace realities?)Responses Relevant to Project

Resource constraint – lack of mobility and

dependence on groups

- What are the mobility constraints for

consumers and entrepreneurs?

- What are the different groups that consumers

and entrepreneurs depend on?

Myriad differences between small, fragmented

markets

- What are the factors that vary across different

markets?

- What are the commonalities between different

markets?

Varied group influences

- What are the influences of different groups?

MODULE 3

BUSINESS PLANS

UNDERSTANDING MARKETPLACES,

ADDRESSING NEEDS AND WELFARE, AND

IMPLEMENTING PLANS

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Address Customer

Needs and

Welfare

Understanding of

Subsistence

Marketplaces

Implementing

Business Plans

Through Social

Good

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Purposive Understanding

of Subsistence Marketplaces

What are the life circumstances as they pertain to the

product?

What are the usage situations as they pertain to the

product?

Multifaceted product offerings to improve welfare

(educational campaign, etc)

- How can product-related support be developed to

address facets of deprivation as they relate to product

offerings?


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Addressing Consumer Needs and Welfare

Fairness and trustworthiness

- How will trust be engendered?

- How will fair exchanges be created?

Emphasis on individual and community

welfare

- How is individual and community

welfare addressed?


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Implementing Business Plans through Ingraining

Social Good in Organizations

Working with diverse groups

- What are the plans to work with

diverse groups?

- How can functions be decentralized

or externalized?

Social good as common denominator

- How can social good be used as a

common denominator?

- How can individual and community

welfare be made central to business

processes, outcomes, and assessments?

- How can product-relevant social good

be inculcated in organizational culture?


MODULE 3

DETAILING THE HOW AND DEVELOPING

RATIONALE: GETTING SPECIFIC IN DESIGNING

SUSTAINABLE SOLUTIONS

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A MARKETPLACE-ORIENTED PRODUCT

DEVELOPMENT PROCESS FOR SUBSISTENCE

CONTEXTS

Actual

Immersion, Field

Research, and

Concept

Evaluation

Reflections

About Immersion

and Concept

Design Iteration

Focused Concept

Generation and

Selection

Virtual

Immersion in

Subsistence

Marketplaces

Emersion in New

Product

Development

Principles

Preliminary Idea

Generation and

Concept

Evaluation

MODULE 3

A MARKETPLACE-ORIENTED PRODUCT

DEVELOPMENT PROCESS FOR SUBSISTENCE

CONTEXTS

Understanding

Subsistence

Marketplaces

Identifying Critical

Product Needs

Product

Design

Product

Development

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How are

basic needs

aspirational needs

addressed in the design of solution?

How does the design take into account

broader life circumstances

multiple usage situations

multiple purposes?

How does the design engender trust and respect for

inherent dignity?

How is the design customized for low literacy?

How does the design leverage

existing products?

existing infrastructure?

How does the design allow for customization at point of

delivery?

How does the design address local sustainability?

Product Design Responses Relevant to Project

MODULE 3

MARKETING IN SUBSISTENCE MARKETPLACESIndividuals and

Marketplaces• Concrete and pictographic

thinking

• Adaptive skills

• One to one interactions

• Oral communication

Marketing Principles• Deep understanding of

marketplace behaviors

• Social embeddedness

• Consumer and entrepreneurial

empowerment

Marketing Strategy• Value propositions

• Low prices and explicit tradeoffs

• Communications and Interactions

• Multinodal, social network mediated

• Consumer education and visualization

• Partnerships and Networks

• Local partnerships

• Cocreation of value and innovation

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How does communication address cost-benefit

tradeoffs?

How is information and education to support product

provided?

How are communications

- concretized

- localized

- socialized?

How is communication designed for 1-1 Interactional

marketplaces?

How does

- pricing

- delivery

leverage social networks?

Communicating and Delivering Sustainable

Value


ADDITIONAL PROJECT SAMPLE DETAILS · 2017. 4. 19. · Storyboard of value chain Communicating the...

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