Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.
Today, most people know they should wash their hands. The biggest problem is the lack of a fixed place to wash hands conveniently and effectively at critical times. NGOs and governments have tried awareness campaigns, homemade suggestions like jugs, hollowed gourds, and tapped buckets; but none have caught on.
We see that most people do not want a do-it-yourself solution; they prefer something purpose-built and aspirational. Unlike makeshift solutions targeting the poor, LaBobo’s modern design, bright green color, and price point attract both people living in rural communities without close water sources and young urban parents without a convenient kid-friendly sink in their home.
Impact: What is the impact of the work to date? Also describe the projected future impact for the coming years.
In 2013, HappyTap Co. finalized the design of the LaBobo - the first of its kind in the world. Our sales teams have reached 10 of 20 provinces in south Vietnam, and will reach the whole region by the end of 2015. Roughly 10,000 units have already been purchased.
It has directly improved the health of nearly 50,000 people, including kids, who use the LaBobo - not including indirect customers: classmates, neighbours, and co-workers with significantly reduced risk of transmission of infectious disease. Twenty full time jobs have been created for provincial ‘Facilitators’ (sales agents) and 22 part-time jobs for referral agents.
In the next year, we are driving to sell 40,000 units, recruiting over 130 independent sales agents, generating positive free cash flow across the value chain, setting the foundation for wider distribution and testing further international export potential.
Spread Strategies: Moving forward, what are the main strategies for scaling impact?
With a target market of 7 million households in Vietnam alone, LaBobo is a highly scalable product with business opportunities for rural retailers, plastics manufacturers, and domestic and international consumer goods companies.
Our strategy is Push-Pull marketing: ‘pushing’ to encourage intermediaries to carry, promote, and sell the product. At the same time, leveraging existing mass hygiene promotion campaigns and direct communications to kick-start demand and persuade consumers to buy from those intermediaries (‘pulling’).