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Blue-Lab Biogas Digester

Valentin Uncheseluvunchese@umich.edu

Approach: Social-Venturehttp://vunchese.wordpress.com/

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•I use biogas instead of wood

•Burning gas instead of wood will improve our

health, especially my

daughter’s and make her suffer

less

Target Audience Description:•Rural Household

•Burn wood as cooking fuel•Someone in the family has

asthma

marketingobject ive

source ofvolume evaluatebusiness

object ive

place

price

promotion

execute

productservice

posit ion

segment

target

STP

Category: Cooking

SOV:Earn Share

Main variable:Need for convenience

Dynamic variable:Healthy

Acquisit ion

- New product & category

- Educating users

BIG PICTURE

Goal:Increase

adoption rate by 50%

Entity:WASTE NOT

WOOD Distinct Brand

Core Competence:Marketing

Skill at biogas engIncrease adoption by emphasizing “healthy”

Search

Educate customers about benefit

TrialCompetit ive

Product Util ityLength: DirectBreadth: IntensiveDepth: Minimum Integration

Awareness/Information

Comparison Vs. Burning wood

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4 B’s Analysis

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4 B’s Analysis

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RURAL HOUSEHOLDS 1,000,000

RURAL HOUSEHOLDS that burn wood

600,000

Households with asthma

38,400

Households with ≥ 4

cows15,000

Category: Cooking

Benefit:-Healthy -Improved standard of living

New sub-segment

in time

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Target Audience Description:

The target is a typical low-income rural household in Nicaragua. The head of household, Pedro Lopez, is a hard working peasant, loving his family and willing to do anything for them. His 12 years old daughter, Adela Carmen, has asthma and periodically needs to visit a doctor in the nearest city. Her sickness is hardly in control and her asthma attacks are sometimes severe. Expenses are high but his daughter’s suffering is hard to bear. He has two other older boys, 14 and 16, that help around. His wife, Alejandra, spends a lot of time in the kitchen, with their daughter, cooking and providing meals for the family. He wishes that his daughter suffer less and has less severe attacks. They burn wood in their stove, which Alejandra and Adela Carmen are collecting once a week for at least half day. They own two cows, 3 pigs, 1 goat and 30 chickens. They also grow corn, beans and millet crops during the rainy season, which lasts from May through October. During the rest of the year, there is virtually no rain and Pedro leaves to work elsewhere.

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Plot the market

Convenience

Health

Wood

Biogas digester

Main Variable

Dynamic Variable

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Product Involvementfu

ncti

onal

ris

k of

los

s

ego-involved risk of loss

utilitarianchoice

ego-involvedchoice

low involvement

search

feel-do-learn

credence

do-learn-(feel)

experience

learn-do-feel

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Currently Do

I collect wood and I burn it in my stove

Consumer Proposition

Burning biogas in my stove is a healthier

cooking method

Desired Belief

Burning gas instead of wood will improve our health, especially my daughter’s and make

her suffer less

5 Box Positioning Statement

Desired Do

I use biogas for cooking, instead of

wood.

Current Belief

Burning wood is the only cooking solution I

have

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FeaturesFeaturesFeatures

Functional BenefitsFunctional BenefitsFunctional Benefits

Emotional BenefitsEmotional BenefitsEmotional Benefits

ValuesValues

Functional Benefits

Emotional Benefits

 less smelly indoors and out 

Values

Features No smoke

much quicker to cook meals

I feel less guilt

less polluting

I am a better parent

It is important to me that my daughter feels better We are

happier

We have more time together

Safer for all of us, especially my daughter

HealthyMakes life easier

Saves money

Proud for saving forests

Saves time

less deforestation

Burning gas not wood

less polluting less deforestation

much quicker to cook meals less polluting

less deforestation

Saves money

much quicker to cook meals less polluting

less deforestation

Functional BenefitsLess odor indoors and out 

Saves money

Much quicker to cook meals

Less polluting

Less deforestation

Fewer Doctor visits

Converting waste

No wood collecting

Features-Benefits-Values Map

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Estimated Customer Value

Reference product (wood)

Annual asthma health care costs

Annual spending on chemical fertilizers

Annual extra Gas sold

Annual cost of maintenance (labor)

$500

-$100$100

$200

$300

$0

Total Value

differential value

Note: All numbers are rough estimates. Additional research is needed for an accurate calculation.

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Path to purchase

Need Recognition

We need to help our asthmatic daughter and there must be a way to do that

NEED RECOGNITION

•We need to help the suffering of our asthmatic daughter and there must be a way to do that.

•Our health care costs are high.

Need Recognition

We need to help our asthmatic daughter and there must be a way to do that

AWARENESS

•Customer becomes aware – promotional materials, media, NGOs, word of mouth.

•There is a new way to improve asthma.

RESEARCH

This is worth checking out. I will seek out more info.

•Customer is more interested; visit current users.•Critical: information be made easily available.

EVALUATION

•Customer has gathered enough information to weigh out cost and benefit.

•Benefits are more than just financial customer will consider purchase.

Need Recognition

We need to help our asthmatic daughter and there must be a way to do that

PURCHASE/USE

•Customer adopts biogas and rip benefits.

•Ease of use will determine the continuous incorporation into daily routine.

POST-PURCHASE

•This is where the post purchase evaluation happens.

•Customer must be happy to become an advocate.

NEED RECOGNITION

•We need to help our suffering asthmatic daughter and there must be a way to do that.

•Our health care costs are high.

AWARENESS

•Customer becomes aware – promotional materials, media, NGOs, word of mouth.

•There is a new way to improve asthma.