Praxisprojekt EZA Urs Heierli 6. März 2013

Debatte Staat – Markt Was kann der Staat und was nicht Emotionale Debatte: Privatisierung des Wassers, PPP Wasserversorgungen Rolle des Privatsektors neu entdeckt Man ist noch am Suchen WEF ist heute voll von der Armutsdebatte Beispiele: Yoghurt oder Gurken? Soll man den Armen verkaufen oder Einkommen schaffen und von ihnen kaufen Gruppenarbeit Fehlernährung und BOP

Introduction into the market creation approach to development

A good business for... ….poor people

Tree nurseries Treadle pumps Latrine production Silos for storing maize Rope Pumps

Tree nurseries Treadle pumps

Are these people business people? Yes, they are!

Advisor for: investment, life-insurance and health insurance Advisor for: tree plantation life insurance Advisor for: growing fruits, etc. investment, life-insurance and health insurance

Growing trees has become a good business in Bangladesh

Planting a tree is a good investment. Planting a tree is a good investment. One tree sapling costs only 10 (US) cents, but has a net present value of 6 $. One tree sapling costs only 10 (US) cents, but has a net present value of 6 $. Farmers plant trees in the rice-field... Farmers plant trees in the rice-field... …and in the homestead. …and in the homestead.

It is also a social insurance and savings scheme, because the trees can be chopped and sold when a child is sick.

Because trees are a good investment, they are in high demand and fetch good prices Saplings were to be given free, now they sell for 5-6 takas (10 US cents) Today, 2500 nurseries in Bangladesh produce almost 100 million tree saplings per year

For the nurseries, growing tree saplings is very profitable: This is Amina Begum, once a poor women; Today, she grows saplings a year and earns dollars on one acre.

And this is her centre where she receives her clients for advice and for selling them saplings And this is her centre where she receives her clients for advice and for selling them saplings

SDC VFFP with 4 regional offices 114 NGOs 2500 profitable nurseries make a turnover of 5 million $ / yr farmers participating 90 million $ NPV/yr Institutional market (roadside tree plantations) supportsales BDS providers BDS providers Donor implementing organisations Facilitators Micro- enterprises

This is a marginal farmer in Orissa; With this treadle pump he can irrigate half an acre in the dry season The pump costs 25 $ The pump gives him on average 100 $ additional net income per season; Some farmers make 500 – 600 $ more income per year

This much more rice can be grown by a family with a treadle pump on half an acre

Over 1.3 million treadle pumps have been sold in Bangladesh They create an additional income of over 100 million dollars per year Many farmers could cross the poverty line and improve their standard of living sustainably. Many have graduated to owners of small diesel pumps

The treadle pump: how it works It allows to pedal out of poverty

There are 65 manufacturers like this workshop The manufacturers have only low profits, but can survive The profit per pumphead is only 50 US cents

There are over 500 dealers involved in the supply channel Dealers make a reasonable profit out of a pump Dealers make 3 $ profit per pump (with tubewell pipes)

Over 5000 installers (mistries) make a profît of 2 – 6 dollars for installing a pump This is a good business for them and they are important sales promoters

SDC IDE an NGO ~6000 manufacters, dealers and mistries make turnover of 2.5 million $ per year 1.3 million pumps sold: 1 million farmers are irrigating turnover over 100 m $ / year supportsales BDS providers BDS providers BDS providers Donor and implementor

What is it? What does it mean?

The product cycle

sales The product cycle

sales R&D phase No sales The product cycle

sales R&D phase No sales Intro- duction Low sales The product cycle

sales R&D phase No sales Intro- duction Low sales Matura- tion Sales pick up The product cycle

sales R&D phase No sales Intro- duction Low sales Matura- tion Sales pick up The product cycle A big kick from the demand side may be needed to create a critical mass

sales R&D phase No sales Intro- duction Low sales Satura- tion Sales slow down Matura- tion Sales pick up The product cycle

sales R&D phase No sales Intro- duction Low sales Satura- tion Sales slow down Matura- tion Sales pick up The product cycle profits

sales R&D phase No sales Intro- duction Low sales Satura- tion Sales slow down Matura- tion Sales pick up The product cycle profits Losses which every company would have to bear; difficult to recover for poverty alleviation products

R&D phase No sales Intro- duction Low sales Satura- tion Sales slow down Matura- tion Sales pick up The marketing channel evolves

R&D phase Only prototyp es Intro- duction scouts join Satura- tion New products needed Matura- tion troops join The marketing channel evolves Nr. of units

R&D phase Only prototyp es Intro- duction scouts join Satura- tion New products needed Matura- tion troops join The marketing channel evolves Nr. of units Job creation depends on strength of the channel; profitability is crucial!!

R&D phase Intro- duction Satura- tion Matura- tion Poverty alleviation effect Poverty alleviation continues even if sales decline; (linear relationship with number of products sold and in use) But, early adopters may not be the poor; The poor are more likely the followers!!

Es gibt 5 Mrd arme Leute gegenüber 2 Mrd reichen Diese Armen wurden bisher underserved als Markt, obwohl sie viele Bedürfnisse haben Wie kann man diesen Markt erschliessen? Hauptproblem ist die affordability Sachet revolution – was heisst das?

Markt der Armen ist in der Tat viel kleiner Sie können sich nichts leisten und wenn, geben sie es für unnütze Dinge aus (Shampoo, Fair&Lovely-Creme) TVs Man kann sehr leicht eine Verschuldung schaffen, wenn man einfach Konsumkredite gibt Konsumptive Ausgaben sind nicht produktiv Es wäre besser, die Multis würden von den Armen kaufen statt ihnen zu verkaufen

Sinnvolles Marketing kann etwas bringen, etwa Wasserfilter, Sanitation, Housing, Malnutrition, Solar lights Neue Business Modelle sind hoch- interessant, aber sehr schwierig umzusetzen, etwa housing Es ist immer noch die upper crust von BOP, die attraktiv ist BOP 2.0: next generation theory. Statt einfach an die Armen zu verkaufen, Zusammenarbeit mit Gemeinschaften, NGOs

Off-season vegetable production with small irrigation

Treibhäuser

Collection centres zur Vermarktung

RadicalChikkies

Grameen Danone Foods Limited Part 1

Grameen Danone Foods Limited Part 2

Produktionskosten pro Joghurtbecher: 4 BDT Kostenanteil Milch pro Joghurtbecher: 3.25 BDT (65 % Milchanteil) Verkaufspreis pro Joghurtbecher an Shokti Women: 5 BDT Endverkaufspreis pro Joghurtbecher: 6 BDT

Verkaufspreis Spirulina: Rs/kg Produktionskosten Spirulina: 480 Rs/kg Produktionskosten pro Zältli: 0.60 Rs Endverkaufspreis pro Zältli: 1 Rs Verkaufspreis pro Zältli an Self Help Groups: 0.70 Rs

2 Gruppen bearbeiten den Spirulina Case 2 Gruppen bearbeiten den Danone Grameen Case Erstellen Sie eine SWOT Analyse anhand der vier Ps (Price, Product, Place, Promotion (Social Marketing))

Berechnen Sie den break-even (Volumen) Für Antenna Nutritech Foundation Für die Joghurt Fabrik Berechnen Sie den break-even wenn eine Verkäuferin 100 Rs pro Tag verdienen möchte 133 BDT pro Tag verdienen möchte

Spirulina: Wie viele Tanks sind nötig um die break-even Produktion zu gewährleisten und wie viele SHG Frauen braucht es um die Menge zu verkaufen, wenn die Frauen pro Tag 100 Rs. verdienen? Danone Grameen: Wie viel Liter Milch braucht es um die break-even Produktion zu gewährleisten und wie viele Shokti Frauen braucht es um die Menge zu verkaufen, wenn die Frauen pro Tag 133 BDT verdienen?

Welche Massnahmen schlagen Sie vor, um die Operation nachhaltig zu machen?

SpirulinaGrameen Danone Fixkosten pro Tag2500 Rs45000 BDT Bruttogewinn/Produkt0.10 Rs / Zältli1 BDT / Joghurt Break-Even25000 Zältli / Tag45000 Joghurt / Tag Verkauf / Frau und Tag300 Zältli50 Joghurt Anzahl Frauen für Verkauf80-100Ca Einkommen pro Frau100 Rs50 BDT Erreichte Kinder150 / Frau50 / Frau Total erreichte Kinder12500 Kinder45000 Kinder Rohmaterial pro Jahr /Tag3120 kg (86 36 kg) 2700 kg Joghurt (45000 Joghurt à 60g; 1000 Kühe)

Senkung der Rohmaterialkosten Margen erhöhen Produzenten der Rohmaterialien Verarbeitungseinheiten Distributionskanäle Produktemix (open market, BOP products, cross- subsidies) Verkaufsvolumen erhöhen Preisreduktion Marketing und Promotion verbessern Social Marketing

Smarte Subventionen Subventionen für Produkte Grossaufträge (bsp. Feeding programs) Social Marketing