Understanding the various go-to-market considerations of Reinvented Toilets (RTs) is essential to designing systems and business models that will succeed in the marketplace. This activity, led by FSG, is designed to build sets of important insights for the RTs across a range of use cases and system designs to help inform the implications of targeting different customer segments and their associated needs. These insights can thus be utilized to support business planning for partners as they start to converge on a target value proposition.
Specifically, this study has been commissioned to gain in-depth customer and market insights regarding urban sanitation solutions as they relate to two principle factors (a) design/scale of systems and (b) the associated use cases. We are exploring drivers that will influence system designs ranging from in-home units to those distal to point of use, and for example, exterior to structures. Also specific uses cases and structures are being considered, including commercial buildings and residential housing, such as apartment buildings, multi-building low-income housing complexes, and slums.
Consistent with the Gates Foundation mission, use cases will focus on both mid-level and poor/vulnerable populations. Based on primarily qualitative research with some supporting quantitative data, the study will identify specific customer segments, describe the different needs of these segments, and raise potential implications for both the technical specifications of a RT system as well as broader go-to-market considerations for these segments. These insights can be a valuable input for a partners as they define/refine their target value proposition and continue to progress towards full business model design for commercializing new solutions.
To be completed by November 2016, this mixed methods, the study will include:
- Framing interviews with a range of stakeholders, including public and private sectors.
- Market / customer segmentation for single and multi-unit systems.
- Integrated high-level quantitative market data for those segments.
- Detailed view of multiple segments including mental context, buying process, and needs with implications on system features.
- Starting place for value proposition definition.
- Fully synthesized report with recommendations.