What is the benefit or value you're creating for your business?
A: Building a new market for Grundfos in the BOP segment
B: Creating positive awareness through e.g. BBC Horizons documentary on Grundfos Lifelink and receiving the ‘World Business and Development Awards’ by UNDP a.o. at Rio+20.
C: Pioneering new models for business, service and partnerships in Grundfos.
D: Creating pride internally amongst Grundfos employees about the initiative
How are you leveraging internal resources (funds, time, knowledge, etc.) to support this initiative?
Grundfos is investing long-term in the development of GLL as a new business company. From being a very independent start-up company and platform for radical innovation, GLL is now becoming more integrated in the larger Grundfos Group in order to scale up. This means leveraging R&D knowledge, production facilities, market analysis, marketing and communication efforts, and not least distribution, sales and service through the local Grundfos companies in Africa and later Asia. With this set-up, we can rapidly scale up production and delivery by building on the global capacity and reach of Grundfos across 50 countries.
Expand on your answer, explaining the long-term funding and support plan.
Sustainability and social responsibility is in the DNA of Grundfos, a family owned global company with 18,000 employees, strong values and strong economy. With GLL, Grundfos is pioneering a new model of ‘business with a social purpose’ with top-level commitment. Grundfos is investing in the development of new products for GLL, including the new water dispenser and a new water treatment system. During 2013, GLL will get three dedicated business development managers in East Africa, West Africa, and in Southern Africa to drive the scale up. A business development manager in Thailand is preparing the introduction to the Asian market.
Tell us about your partnerships across your company and externally that are key to your project's success.
Internally, the support from top management and product development is key, together with buy in from regional managers in Africa and Asia.
Externally, we have benefitted from partnerships with Safaricom, from the support of the Danish Ministry of Foreign Affairs, Government of Kenya, and from partnerships with development actors like the UN and the Red Cross, who are our customers.
What internal support have you gotten for your project? What kind of push-back have you received?
The vision and commitment from the chairman Niels Due Jensen and the management to invest in this initiative has been crucial to keep momentum.
Being a radical new business, there has been many disbelievers, but the people who believe in our mission and support us directly or indirectly is growing both internally and externally.