1. Sanitation Marketing:
What are we learning, and what more should we do?
Jan Willem Rosenboom
SPO, Water Sanitation and Hygiene
October 14, 2013
September 22, 2018
©2013 Bill & Melinda Gates Foundation

2. Sanitation marketing 2006-2013: Asia
Bangladesh
American Std:
SaTo pan
India
PSI, WSP: 3SI,TSSM
Cambodia
iDE:
SMSU
Indonesia
WSP:
TSSM
September 22, 2018
©2013 Bill & Melinda Gates Foundation

3. Sanitation marketing 2006-2013: Africa
Kenya
IFC,WSP: Selling Sanitation
Tanzania
WSP:TSSM
September 22, 2018
©2013 Bill & Melinda Gates Foundation

4. San·i·ta·tion Mar·ket·ing
noun \ˌsa-nə-ˈtā-shənˈmär-kə-tiŋ\
….field that applies social and commercial marketing approaches to scale up the supply and demand for improved sanitation facilities.
Research
Product Development
Business Model
Promotion
Implementation
September 22, 2018
©2013 Bill & Melinda Gates Foundation

5. Prelude: Which PRoblem are we solving?
The presentation on the UNC website does not include the videos; apologies but the file would become too large.
September 22, 2018
©2013 Bill & Melinda Gates Foundation

6. ©2013 Bill & Melinda Gates Foundation
Three short videos from Bihar, India, with interviews from villagers in 3 categories:
I don’t need a toilet (I enjoy ODF, there is no problem, no disease is spread by shit)
I can’t afford a toilet. With no money for food or other items, where would I get money from to buy a toilet?
I would like to have one if they were available (convenient and safe; prevents health issues; had good experience using one in the city;…).
This sets the stage for reflecting on the question which target group Sanmark programs aim for.
September 22, 2018
©2013 Bill & Melinda Gates Foundation

7. If the  of business is the art of problem solving…
Changing behavior
Aim for ODF
Demand creation first
Marketing (if any) last
Selling Toilets
Low hanging fruit-wide but shallow
Create a product
Build supply chain
Create demand
Market based ≠ ODF
If the heart of business is the art of problem solving (Dan Roam), we should be clear up front which problem we are aiming to solve:
September 22, 2018
©2013 Bill & Melinda Gates Foundation

8. Understanding consumers, suppliers as basis for product development
Research
Product Development
Business Model
Promotion
Implementation
Understanding consumers, suppliers as basis for product development
Don’t forget financial markets and enabling environment
What customers say they want does not always match their purchasing decisions
Sanmark: willingness to pay notoriously difficult area
 Get smarter about test validity of things like consumer surveys
September 22, 2018
©2013 Bill & Melinda Gates Foundation

9. Product can also be a service
Research
Product Development
Business Model
Promotion
Implementation
Product can also be a service
Talk of toilets, but sell underground only, or one part only (pan, slab, collar)
Innovation stimulates demand, but local context sets the stage
Cement products can be drawback
 I don’t buy a phone without a network provider. Ignoring emptying services at our peril for health and business reasons
September 22, 2018
©2013 Bill & Melinda Gates Foundation

10. Many models in operation, from well tested to barely understood (yet).
Research
Product Development
Business Model
Promotion
Implementation
Many models in operation, from well tested to barely understood (yet).
Product + country state of business = options
Realizing value of waste unexplored (Douglas)
Need to address lack of experience in Africa
 Sustaining the model?
 Successful business model should see viral spread driven by local demand (But…)
September 22, 2018
©2013 Bill & Melinda Gates Foundation

11. Keep in mind: Learning from the “overnight success” of the cell phone
Research
Product Development
Business Model
Cont’d
Promotion
Implementation
Keep in mind:
Learning from the “overnight success” of the cell phone
What has been called “the world’s most successful rural delivery model” was subsidized for 20 years before showing a profit
Field is young
There is not “one market”; there is not “one solution”
Thanks to Glenn Austin at PATH for the mobile phone pictures and overview.
The World’s most successful rural delivery model is of course Coca Cola in Africa.
September 22, 2018
©2013 Bill & Melinda Gates Foundation

12. Research
Product Development
Business Model
Promotion
Implementation
Enterprises can promote sanitation goods and services. But public sector need for sanitation promotion remains.
Whether you can benefit from the private sector may depend on where you live: for-profit providers can avoid the poorest rural areas.
Enterprises can promote sanitation (goods) but this doesn’t take away the need for public sector sanitation promotion (behavior, public goods)
September 22, 2018
©2013 Bill & Melinda Gates Foundation

13. Many approaches focus on training, support to masons/ small business
Research
Product Development
Business Model
Promotion
Implementation
Varied environments (incentives, infrastructure, product options, etc.)
Many approaches focus on training, support to masons/ small business
Limits geographic reach, relies on replication to scale. limited profitability, scalability, sustainability
 Need evidence about effective ways to catalyze private sector engagement; best use of external funds
There is still a lack of evidence on effective approaches to catalyzing private sector engagement in the consumer market for sanitation. To date, many sanitation market development approaches have tended to focus on training and business development support to masons, sanitation entrepreneurs and very small scale businesses. While these businesses may be entirely appropriate to service local demand, global experience has shown that such localized models have limitations in terms of profitability, scalability and sustainability. These approaches generally rely on replication for scale, since micro- and small businesses are limited in their geographic reach. They thus require continual investment in training and business development support services. Micro and small businesses – in any sector - also face a number of challenges to growth, including lack of access to capital and skills, which can limit overall profitability and result in higher risk of failure.
September 22, 2018
©2013 Bill & Melinda Gates Foundation

14. Questions? There is always more… ©2013 Bill & Melinda Gates Foundation
September 22, 2018
©2013 Bill & Melinda Gates Foundation