1. Business driven solutions for good health Getting entrepreneurs started

2. GETTING STARTED: General Marketing Skills STRATEGIC MARKETING GUIDE Marketing survey Target selling areas Free demo models & creative pricing (rental) Use or create new marketing materials Sharing, referrals BUSINESS ACTION STEPS SellingFinancing Installation and maintenance optional – value added training like water usage, fruit drying OFFERINGS Use recommended or invent your own based on the marketing survey Know Costs (transport, labor, materials, marketing) Price for a fair profit & don’t price gouge Create packages/com binations

3. Strategic Marketing: Process Guide A. Marketing survey o What do they want o What can they pay? B. Identify Target Audience (Ex. Mama’s) o Mama’s with children frequently visiting Health Centre High incidence of typhoid, diarrhea Sell to groups if possible for larger audience C. Create A Model (Ex. Hand Washing System) o In target areas, build one for free o Invite community Mamas to site for tea to teach them about solutions for improved health D. Be creative with pricing. Rental model. E. Create & use marketing materials o Print or create and give prospective customers A business card (future) A copy of “Benefits of clean water” Benefits of joining the network if providing value added trainings on business & health. F. Encourage customers to share G. Referrals. Your happy customers will know other customers.

4. Business Action Steps: Overview  Selling  Build Supplier Relationship  Build Financing Relationship  Installation  Maintenance  Training additional labor to scale up  Forge Partnerships

5. Selling: Targeting Audience A.Target customer o Communities where people travel long distances for water High incidence of typhoid, diarrhea No kids at home, older B. Finding target customers (look for them in bunches) o Community units: Often have data on geography & incidence of waterborne disease

6. Selling: Basics A.Communication o Phone always charged & credit B. Use your selling materials o Business cards and information sheets C. Know your product well o Custom elevator pitches by audience In 30 seconds describe why it matters to that audience

7. Building Relationships: Supplier Your suppliers will provide you with all the material needs you require to build a rainwater harvesting system, set up a shared community tank, or deliver clean purchased water. Work hard to know these people. Before you commit to one supplier, compare prices and delivery costs and schedules. Select a primary supplier, but also develop backups! Ideally, you will be making your own products and only need a supplier for a few materials that you can’t make like nails, string, iron sheets and such.

8. Financing Self finance in your own community or build a relationship with a “banker,” credit union, loan program, government agency, or local NGO TYPEVARIETIES SELF Merry-goroundTable banking Group of Mama’s BANKS KWFTAFCBoresha Sacco INTERNATIONAL MICRO Water.orgZindisha PUBLIC Uwezo Sponsorship local NGO Government ministries

9. Installation and Maintenance: Build Sheet Sample 210 liter tank rainwater harvesting Build Sheet

10. How To: Pricing Step 1: Calculate Total Cost Step 2: Determine mode of sale (1 payment, 12 payments, monthly payments) Step 3: Calculate Price One payment Price: If low cost roughly double the cost. As cost rises, price ratio drops on a sliding scale. The price should fair to both the seller and buyer. Twelve Month Financing: Add 20-25% and divide by 12 for monthly payment. Monthly Price: An art. Ask your advisor for help. Basically, determine how long you think they will keep item, what your cost of financing is, how portable item is and decide a fair monthly rental fee.

11. Costs and Pricing: Sample OFFERINGPRICETIME PRICEITEMSIZE/VOLUMEUNIT COSTCOST MEMBERSHIP Kidogo- RHS, Basic handwashing, certificate Quarterly trainings, free maintenance 150 KSH month Totals3,207.5 KSH KIDOGO-RHS4,250 KSH one payment 5,000 KSH over 1 year in 12 payments metal gutter10 feett47.5 KSH per foot 475 KSH Storage tank210 liters1,200 KSH Screen100 String & Nails50 transportRT400 install labor1 hour250 Total2,475 KSH BASIC HAND WASHING1,500 KSH 1 payment 2,000 KSH 12 payments metal gutter 5 feet gutter47.5 foot237.5 bucket 10 liter bucker100 soap Soap for one year120 nails and string Nails & string25 installtion 1 hour Installation250 Total732.5 KSH

12. Startup and Operating Costs: Sample Marketing materials & transport Build materials & transport Installation & maintenance labor Pricing terms Optional loan financing Rainwaterxerox survery, xerox “benefits”, optional demo See build sheets 1 or 12 or rental Did you take a loan? If so, at what rate of interest? Hand washing same as above See build sheets 1 or 12 or rental same as above Latrinesame as above See build sheets 1 or 12 or rental same as above Othersame as above See build sheets 1 or 12 or rental same as above