The creative consultants of ProPortion Foundation support organisations in realizing social business that serves low-income consumer groups in developing economies, on a large scale.
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27.01.12 Last night, about 50 people came to the ‘Borrel-of-the-Pyramid’ to have a drink together with BoP-interested people. Tonight’s case study was about SuJoL. ProPortion presented the SuJoL project in presence of several consortium members (Frederik Claassen of EMF, Frodo van Oostveen of AKVO, Lieke Pijpers of ProPortion). The main insights and the context map of the community field study which was conducted last November in Bangladesh were addressed. The case: As management team of SuJoL you have made a decision (either female OR male target group). The current task of your MT is to develop a marketing & communication strategy. This strategy should give an answer to four building blocks of the business model canvas:
On top of that, think of a slogan that fits your strategy!
The outcome was very impressive: 9 teams of each about 5 people have worked on the case for about 45 minutes. Each team presented their ideas within 1 minute. And guess what: we got 9 different value propositions. We celebrate diversity! Since we did not expect this, we are very grateful for the interesting ideas. In the coming weeks we will use the ideas as inspiration to make some decisions on our own. The SuJoL team is currently preparing several stakeholder workshops in Dhaka (March 2012), where would like to get feedback on the decisions we have made over the coming weeks. Once again, thanks for the good vibes and creatives ideas!!
Brainstorm about SuJoL case, during Borrel of Pyramid (@The Hub Amsterdam) 14.01.12
ProPortion has been asked to develop ideas for a CSR community program that fits under one of the pillars of the CSR strategy. The program should be scalable towards 25 countries and have a streamlined messaging and target group activation. More about the challenge can not be published at this time. ProPortion has set-up a diverse team of creatives, who brainstormed for 4 hours. For this brainstorm, the ProPortion model has been used where the target group is put centrally (in stead of milk), and where 10 different ‘portions’ stimulate to create ideas outside dominant logic. The portions that had the most resonance with the target group are then being selected. With those selected portions, concrete ideas are generated: smart and effectives combination of portions is what we call a ‘Pro-portion’.
Brainstorm with Muriel, Lieke, Eveline, Merel and Thomas 27.11.11 Gaining qualitative insights and co-creative solutions in Baksha-community
In November 2011, Lieke Pijpers of ProPortion, conducted the qualitative field research in Baksha village (rural Bangladesh) to further investigate on issues like Water, Nutrition, Health, Education and Empowerment. The target groups consisted of consumers, tea stall owners, students, local officials, health workers, religious leader, school head, and so on. Several methodologies were used to meet the research objectives. The first part of the research was intended to generate in-depth insights by conducting individual interviews as well as inviting potential (business) customers to make photo documentation. During the second part of the research these insights were used to generate and validate potential business solutions by organising co-creation and evaluation sessions.
The insights and recommendations will be captured over the coming month. The next step will be deciding on one or two promising value propositions for SuJoL value proposition, which we will discuss with all sorts of stakeholders. Those stakeholders will also be on a national level, who eventually could become partners to help us scale the SuJoL business all over Bangladesh. Those stakeholder engagement dialogues are planned at the end of Q1-2012 in Dhaka and Baksha village. |
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