Business driven solutions for good health

Getting entrepreneurs started

GETTING STARTED: General Marketing Skills

STRATEGIC MARKETING

GUIDE

Marketing survey

Target selling areas

Free demo models & creative pricing (rental)

Use or create new marketing

materials

Sharing, referrals

BUSINESS ACTION STEPS

Selling FinancingInstallation

and maintenance

optional –value added training like water usage, fruit drying

OFFERINGS

Use recommended or invent your own based on the marketing survey

Know Costs

(transport, labor,

materials, marketing)

Price for a fair profit & don’t price

gouge

Create packages/com

binations

Strategic Marketing: Process Guide

A. Marketing surveyo What do they wanto What can they pay?

B. Identify Target Audience (Ex. Mama’s)o Mama’s with children frequently visiting Health Centre

High incidence of typhoid, diarrhea Sell to groups if possible for larger audience

C. Create A Model (Ex. Hand Washing System)o In target areas, build one for freeo Invite community Mamas to site for tea to teach them about solutions for improved health

D. Be creative with pricing. Rental model.E. Create & use marketing materials

o Print or create and give prospective customers A business card (future) A copy of “Benefits of clean water” Benefits of joining the network if providing value added trainings on business & health.

F. Encourage customers to shareG. Referrals. Your happy customers will know other customers.

Business Action Steps: Overview

Selling Build Supplier Relationship Build Financing Relationship Installation Maintenance Training additional labor to scale up Forge Partnerships

Selling:Targeting Audience

A. Target customero Communities where people travel long distances for water

High incidence of typhoid, diarrhea No kids at home, older

B. Finding target customers (look for them in bunches)o Community units: Often have data on geography & incidence of waterborne disease

Selling:Basics

A. Communicationo Phone always charged & credit

B. Use your selling materialso Business cards and information sheets

C. Know your product wello Custom elevator pitches by audience

In 30 seconds describe why it matters to that audience

Building Relationships:Supplier

Your suppliers will provide you with all the material needs you require to build a rainwater harvesting system, set up a shared community tank, or deliver clean purchased water. Work hard to know these people. Before you commit to one supplier, compare prices and delivery costs and schedules. Select a primary supplier, but also develop backups!

Ideally, you will be making your own products and only need a supplier for a few materials that you can’t make like nails, string,iron sheets and such.

Financing

Self finance in your own community or build a relationship with a “banker,” credit union, loan program, government agency, or local NGO

TYPE VARIETIES

SELFMerry-goround Table banking Group of

Mama’s

BANKSKWFT AFC Boresha Sacco

INTERNATIONAL MICRO Water.org Zindisha

PUBLICUwezo Sponsorship

local NGOGovernment

ministries

Installation and Maintenance: Build Sheet Sample

210 liter tank rainwater harvesting Build Sheet

How To: Pricing

Step 1: Calculate Total Cost

Step 2: Determine mode of sale (1 payment, 12 payments, monthly payments)

Step 3: Calculate Price

One payment Price: If low cost roughly double the cost. As cost rises, price ratio drops on a sliding scale. The price should fair to both the seller and buyer.

Twelve Month Financing: Add 20-25% and divide by 12 for monthly

payment.

Monthly Price: An art. Ask your advisor for help. Basically, determine how long you think they will keep item, what your cost of financing is, how portable item is and decide a fair monthly rental fee.

Costs and Pricing: SampleOFFERING PRICE TIME PRICE ITEM SIZE/VOLUME UNIT COST COST

MEMBERSHIP Kidogo-RHS, Basic

handwashing, certificate

Quarterly trainings, free maintenance

150 KSH month

Totals 3,207.5 KSH

KIDOGO-RHS 4,250 KSH one payment

5,000 KSH over 1 year in 12 payments

metal gutter 10 feett 47.5 KSH per foot

475 KSH

Storage tank 210 liters 1,200 KSH

Screen 100

String & Nails 50

transport RT 400 400

install labor 1 hour 250 250

Total 2,475 KSH

BASIC HAND WASHING 1,500 KSH 1 payment

2,000 KSH 12 payments

metal gutter 5 feet gutter 47.5 foot 237.5

bucket 10 liter bucker 100 100

soap Soap for one year 120 120

nails and string Nails & string 25 25

installtion 1 hour Installation 250 250

Total 732.5 KSH

Startup and Operating Costs: Sample

Marketing materials & transport

Build materials & transport

Installation & maintenance labor

Pricing terms

Optional loan financing

Rainwater xerox survery, xerox “benefits”,optional demo

See build sheets

See build sheets

1 or 12 or rental

Did you take a loan? If so, at what rate of interest?

Hand washing

same as above

See build sheets

See build sheets

1 or 12 or rental

same as above

Latrine same as above

See build sheets

See build sheets

1 or 12 or rental

same as above

Other same as above

See build sheets

See build sheets

1 or 12 or rental

same as above