Download - Sustainability Drinks #8 - Ruby Cup
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Maxie Ma'hiessen Co-‐founder [email protected] 0176 2765 2953 Twi'er: @maxie_maxie
Do You Have To Be Rich To Be Green? How to make sustainable products available for the poor.
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Sustainable Development • 1990 Brundtland Report, “Our Common Future”
• Sustainable development: “development that meets the needs of the present without compromising the ability of future generaTons to meet their own needs”.
• How to implement SD in pracTce? • SP: “To reduce waste during producTon and design and make products as durable as possible” (Edwards, 2009)
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Bo'om of the Pyramid
• C.K. Prahalad • Background -‐ aid has failed • BOP defined: 5 billion ppl, 13 trillion USD Market
• Low margins -‐ high volume Business Model
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BOP Markt
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BOP Successful in pracTce • Avon, FanMilk, Coca Cola, Safaricom, Unilever (Hindustan Lever) …
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Annet Shilaho. 14 years. Kibera
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• Millions of women and girls struggle because they cannot afford sanitary pads
• Girls stay home from school because they are afraid of leaking and embarrasement
• Instead they use bark, dried mud and old socks leading to serious genital infecTons.
• MenstruaTon is the main cause for school drop-‐out (UNDP, 2008)
Did you know that...
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What is a menstrual cup?
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ECO-‐FRIENDLY
COST SAVING
Ruby Cup Benefits
SAFE AND HEALTHY
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Sustainable Development & BOP Theory Combined
+ Super cheap, durable and sustainable product + MenstruaTon a huge problem + Big market = Earn money + Do good for ppl + environment
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$$
$$
$$
= • EducaTon • Income
The model
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Sales Woman Sara
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• 15 Women • 3 Slums • TesTng Prices • GaranTes • Local MarkeTng
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TesTng the model
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• Too expensive for the poor • Lacking hip, cool, modern branding
• Business not financially sustainable
No Up-‐front cash
Experiences
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Buy One...
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..Give One
21.02.13
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Strategic Partnerships DistribuTon and EducaTon
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Feedback
“My first day when I started my menstrua2on period I used rugs because my father did not afford to buy me a pad. I did not have anyone to afford to buy for me cause my mother had been already dead. I felt ashamed of myself.. . I thank Ruby Cup because they made my dreams come true. Since I started used it I have seen changes. It has even help me saving my dad’s money.”
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Other Examples
• Kenya • BOP Market • Sustainable Products
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LivelyHoods
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Products
• Money saving over long-‐term • Healthy • Sustainable
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Example SunnyPeople • “A mobile phone is one core breakthrough technology; it
won’t end malaria by itself, but it can make it possible for a mother whose child is dying of malaria to access a community health worker to ensure that her child gets the emergency treatment it needs to stay alive” (J. Sachs)
• Solar powered mobile charger
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All examples unprofitable
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Sustainable, durable Products
High producTon/ importaTon
costs
High educaTon costs/consumer change difficult
Slow sales cycles
Low profits High prices
Bad for customer/ Incomprehensible to invest in the
future Bad for company
Low margins High margins
IllustraTon: Maxie Ma'hiessen, Copenhagen Business School, DK.
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What does that mean for the sustainable development of BOP markets?
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Discussion Points
• Sustainable Development > < BOP theory • Who should finance sustainable development in developing countries? Who does it in e.g. Germany?
• Product Ethics: Coca Cola, Samsu etc. • Can the market alone induce and create sustainable development?
• How to finance sustainable products in BOP markets?
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Thank you! www.ruby-‐cup.com www.facebook/rubycup www.twi'er/rubycup
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BACK-‐UP
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Ruby Cup Prices
• The winner of The Global Social Entrepreneurship CompeTTon 2012 (US),
• Venture Cup 2012 (DK) • a Sustainia100 SoluTon • Finalist in Ben and Jerry's
Join Our Core 2012 (EU) • Recipient of the Future
Impact Award 2nd prize 2012 (CH)
• Winner of Develop Prize 2011 (DK)
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Ruby Cup Press “Ruby Cup: Ruby Cup is improving menstrual hygiene and raising the quality of life of women and girls worldwide”
Mai 2012 August 2012
“...low-‐cost, medical-‐grade, long-‐las@ng silicon cups for women and young girls ...in the developing world.”
März 2012
„DIE TABUBRECHERIN“
JANUAR 2014
“Innova@ons Against Poverty, Entrepreneurs with Innova@ve Ideas get Support from SIDA“
März 2012
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Ruby Cup Partners