Kopernik

Lessons Learned from Phase I of Empower Women through technology in Bojonegoro, Indonesia

By Dedy Haning, Kopernik Project Officer

We have finalised Phase I of the water and energy program in Bojonegoro Indonesia, with 100% repayment. It is an achievement that deserves to be celebrated. We have learned a lot from this Phase. However, a few questions remain, such as: can we scale up using the same distribution model?, can we reach more of the potential market? If yes, what segment and how? Is the distribution model sustainable?

From the perspective of consumer behaviour, I have learned that the poor are also consumers that behave the same as most typical consumers. For example, one person said about her newly acquired Nazava water filter: “I like the product but I don’t like the colour." The difference is on their ability to pay. 

Therefore we would need the same strategies as most businesses use to enter the markets. This includes testing the product, formulating the value proposition of the product, recognising marketing channels and competitors and determining appropriate pricing.  Creating a value proposition is the most difficult, as a nonprofit also aims to tackle social problems. We not only want people to see the product filtering dirty water , but we also want them to understand that drinking unfiltered water is dangerous.

I agree with Paul Polak’s argument on 10 things we’ve learned: #6 – Great technology alone is not the answer. He mentioned that, “People buy services that they understand: they don’t buy technologies alone."

As consumers, they will demand the same product aspects as we do. They want a product that has appealing features, and most typically one that is easy to use, easy to clean, durable and practical. Regarding service, they also look for product warranties and replacement policies that are practical and trustworthy. We, Kopernik, can negotiate to our best with the technology providers to align these needs, but the question boils down to how quickly the suppliers are able to deliver those services to the last mile and how much will those services cost. Unfortunately, other barriers also exist, such as the suppliers requiring a minimum order that amounts to a large number of products and quite complicated warranty procedures that simply cannot be completed by those in the last mile, most of whom are illiterate. Other challenges beyond the product and service scope include marketing and creating a sustainable and efficient distribution model.

We believe that part of sustaining the model is to provide adequate knowledge and business skills. We experience this in our project.  We have completed the first phase of the program, and reached out to more than 300 households. But we still have to create skills.

To explain the difference between Phase I and Phase II of this program, I would say that Phase I is more like testing the market and the product, while Phase II is more like assisting women to have a wider marketing outreach and to become independent agents, who will sustain the model long after Kopernik's support is no longer there.

We started the Phase II with two days of in-depth training of 10 potential agents of the water purifier Nazava Bening Satu. Training materials covered a breadth of topics: knowledge about water and associated problems, lessons for understanding ways to get clean drinking water, methods for pricing, instructions on how to place an order, inventory management, product knowledge and best sales pitches, as well as simple book keeping. 

Shoima answering questions on simple book keeping

They compete to be quickest team to install a water filter

Guido van Hofwegen, the founder of Nazava water filter, delivered the product knowledge session. Staff from Farabi (our local partner for this project), supported by myself, presented the remainder of the material. The training was very successful, as all women were engaged, especially because we gave away chocolate for those who answered questions in the activities. I asked a few women about the training and in general they were very happy with it. Most of them enjoyed having a competition to install a Bening satu and role playing activities. You can view more photos from this training here. 

Guido evaluating the process of installing Bening One 

At the end of the training, they also initiated a follow up plan, which will focus on marketing Bening satu at religious meetings, through small kiosks, restaurants and local markets. The journey begins!