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:
- Customer segment: define a specific target group description (be creative!)
- Value proposition: define the user benefits of the SuJoL water for your target group
- Customer relationships: how would you reach those target groups, built up trust and make them your SuJoL fan.
On top of that, think of a slogan that fits your strategy!
Some ‘fixed’ conditions:
- Price: condition that the price is affordable for your targe group
- Channel: for now, consider that your target group will collect the SuJoL water at a for him/her safe and accessible location, as illustrated in the context map
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!
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)
