Marketing Strategies and Demand Creation for Pit Emptying ... · Marketing Strategies and Demand...
Transcript of Marketing Strategies and Demand Creation for Pit Emptying ... · Marketing Strategies and Demand...
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Marketing Strategies and Demand Creation for Pit Emptying Services in Kigali-Rwanda
Sarah Lebu, Rachel Sklar
Presented by:
Dawson Jope, Operations ManagerPit Vidura
wwww.pitvidura.com [email protected]
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Who are we & What do we do
● Service Delivery: Over 1000 households served to date
● Tech Development: Develop hardware (doVac), software (logistics tracking, clustering), and novel business model solutions
Fecal Sludge Logistics Experts
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A little context
High need for emptying services. . .
● No sewer system
● ~100,000 pit latrines
But low demand. . .
● Alternatives:
– Manual Emptying,illicit
environmental disposal
– Digging new pits
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Willingness to Pay
...if pits are entirely full
...or discounts for
geographic clusters
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How have we combatted low demand for pit-emptying services?
● Salespeople● Referral system● Local leaders● Dukas shops (small kiosks)● National clean-up day
“Umuganda”
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Acquisition Pipeline
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Cost of Customer Acquisition
● Total cost/customer between $3 USD- $10.00 USD
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Challenges
● Salespeople are effective, but expensive
● Geographic distribution of leads → Attrition before a cluster forms
– Average Customer Lead Time: 5.2 days
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● Green dots: Leads that are “ready” to empty, waiting for cluster.
● Red dots: Hot leads engaged in 2 way communication
● Black dots: Cold leads receiving automated texts.
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Next Steps
● Launch mass marketing campaign and reduce high-touch education/sales
● Incentivize Dukas to generate geographically clustered leads
● Shorten lead time through SMS based CRM, geographically targeted SMS marketing/offers
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