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Block 3: Rolle des Privatsektors
Praxisprojekt EZAUrs 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
Paradigmenwechsel zur Rolle des Staates
Poverty Alleviation as a business
Poverty alleviation as a business
Introduction into themarket creation approach
to development
Poverty alleviation as abusinessThe market creation approach todevelopment
Summary of a study*by Urs Heierli with support and contribution from Paul PolakMarch 2000
DIREKTIO N FÜR ENTWIC KLUNG UND ZUSAM M ENARBEIT DEZADIREC TION DU DEVELO PPEMENT ET DE LA C O O PERATIO N DDCSWISS AG ENC Y FO R DEVELO PM ENT AND C O O PERATIO N SDCAG ENC IA SUIZA PARA EL DESARRO LLO Y LA C O OPERAC IO N C O SUDE
A good business for...
….poor people
Tree nurseries Treadle pumps
Latrine production Silos for storing maizeRope Pumps
Tree nurseries
Treadle pumps
First Part: Making a business out of
poverty alleviation
Example 1:
Growing trees!
Are these people business people?
Yes, they are!
Advisor for:• investment,• life-insurance and • health insurance
Advisor for:tree plantationlife 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.
One tree sapling costs only 10 (US) cents, but has a net present value of 6 $.
Farmers plant trees in the rice-field...
…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, 2‘500 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 120’000 saplings a year and earns 14‘000 dollars on one acre.
And this is her centre where she receives her clients for advice and for selling them saplings
The marketing channel for trees
SDC
VFFP with 4 regional offices
114 NGOs
2‘500 profitable nurseries make a turnover of 5 million $ / yr
650‘000 farmersparticipating90 million $ NPV/yr
Institutional market(roadside tree plantations)
support sales
BDS providers
BDS providers
Donorimplementingorganisations
Facilitators
Micro-enterprises
Example 2: The treadle pump in Bangladesh, India
and Nepal
Treadle pumps are a good business 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“
Treadle pumps are also a good business for micro-enterprises
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
…and for dealers 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)
…and for installers 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
The marketing channel for pumps in Bangladesh
SDCIDEan NGO ~6‘000
manufacters, dealers and mistriesmake turnover of 2.5 million $ per year
1.3 million pumps sold:1 million farmers are irrigatingturnover over 100 m $ / year
supportsal
es
BDS providers
BDS providers
BDS providers
Donor and
implementor
The market creation approach to
development What is it?
What does it mean?
Effects of the market creation approach
The product cycle
Effects of the market creation approach sa
les
The product cycle
Effects of the market creation approach sa
les
R&D phaseNo sales
The product cycle
Effects of the market creation approach sa
les
R&D phaseNo sales
Intro-ductionLow sales
The product cycle
Effects of the market creation approach sa
les
R&D phaseNo sales
Intro-ductionLow sales
Matura-tionSales pick up
The product cycle
Effects of the market creation approach sa
les
R&D phaseNo sales
Intro-ductionLow sales
Matura-tionSales pick up
The product cycle
A „big kick“from the demand side
may be neededto create a
„critical mass“
Effects of the market creation approach sa
les
R&D phaseNo sales
Intro-ductionLow sales
Satura-tionSales slow down
Matura-tionSales pick up
The product cycle
Effects of the market creation approach sa
les
R&D phaseNo sales
Intro-ductionLow sales
Satura-tionSales slow down
Matura-tionSales pick up
The product cycle
profit
s
Effects of the market creation approach sa
les
R&D phaseNo sales
Intro-ductionLow sales
Satura-tionSales slow down
Matura-tionSales pick up
The product cycle
profit
sLosses which every
companywould have to
bear;difficult to recover for
poverty alleviation products
Effects of the market creation approach
R&D phaseNo sales
Intro-ductionLow sales
Satura-tionSales slow down
Matura-tionSales pick up
The marketing channel evolves
Effects of the market creation approach
R&D phaseOnly prototypes
Intro-duction„scouts“ join
Satura-tionNew products needed
Matura-tion„troops“ join
The marketing channel evolves
Nr. of
units
Effects of the market creation approach
R&D phaseOnly prototypes
Intro-duction„scouts“ join
Satura-tionNew products needed
Matura-tion„troops“ join
The marketing channel evolves
Nr. of
units
Job creation depends on strength of the
channel;profitability is crucial!!
Effects of the market creation approach
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!!
BOP: the fortune at the bottom / base of the
pyramid
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?
Kernthesen BOP
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
Gegenthesen
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
Die Wahrheit liegt in der Mitte
Yoghurt oder Gurken?
Yoghurt or cucumber?
Polaks Gurken in Nepal
Off-season vegetable production with small irrigation
Treibhäuser
Collection centres zur Vermarktung
Malnutrition as a business
Spirulina als Produkt gegen Fehlernährung
So sieht Spirulina aus (Mikroskop)
Marketing durch SHG Frauen
Bonbon für Kinder: green tongue
Grüne Zunge
BOP Produkt für eine Rupie
Outsourcing Production
Wir wollen partizipatives social marketing mit Kindern (Spiel)
BOP Case StudyMalnutrition as a Business?
RadicalChikkies
Film Radical chikkies
Grameen Danone Foods Limited Part 1
Grameen Danone Foods Limited Part 2
Value ChainProduktionskosten 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
Value ChainVerkaufspreis Spirulina: 550-580 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 P’s (Price, Product, Place, Promotion (Social Marketing))
Case Studies
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
Case Studies
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?
Case Studies
Welche Massnahmen schlagen Sie vor, um die Operation nachhaltig zu machen?
Case Studies
Spirulina Grameen DanoneFixkosten pro Tag 2500 Rs 45’000 BDTBruttogewinn/Produkt 0.10 Rs / Zältli 1 BDT / JoghurtBreak-Even 25000 Zältli / Tag 45’000 Joghurt / TagVerkauf / Frau und Tag 300 Zältli 50 JoghurtAnzahl Frauen für Verkauf 80-100 Ca. 1000Einkommen pro Frau 100 Rs 50 BDTErreichte Kinder 150 / Frau 50 / FrauTotal erreichte Kinder 12500 Kinder 45000 KinderRohmaterial pro Jahr /Tag 3120 kg (86 tanks
@ 36 kg)2700 kg Joghurt (45000 Joghurt à 60g; 1000 Kühe)
Break-Even Vergleich
Massnahmen zur Verbesserung der Realisierbarkeit (“viability”) 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
Massnahmen zur Verbesserung der Realisierbarkeit (“viability”) “Smarte” Subventionen
◦ Subventionen für Produkte◦ Grossaufträge (bsp. Feeding programs) ◦ Social Marketing