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6.4.1 Tools and Approaches
When building BoP marketing pilots together with the business champion during
strategy workshops, several tools have proven to be of crucial value. These tools
were adopted by 2SCALE from the Business Model Canvas and contextualized by
the 2SCALE team. All of the tools are hands-on, practical, and co-creative so that
they can be used in workshops and understood by low-literate participants. It is
interesting to see that the same tools have worked for vegetable farmers in Ethiopia
as well as for soybean processors in Benin.
6.4.2 Business Model Canvas
The Business Model Canvas (BMC) is a tool that maps out the various key components of an organization and shows how the various components work together
(Osterwalder and Pigneur 2010). The primary value for business champions is that
the BMC shows the entire layout of their business. Moreover, it shows how an additional activity, such as targeting the BoP, can have implications for other parts of the
business. The goal is for business champions to understand their business, the implications of the pilot, and the required strategy to make a pilot successful.
The main components that are always used in workshops and that form the basis
for pilots are as follows:
• Persona: A persona is a fictional character that represents a typical consumer that
a business champion aims to target. Examples of features that are covered in the
persona include consumer demographics, pains, and gains. The purpose of building a persona is to have an in-depth understanding of the persona’s wants and
needs, which helps the business champion in designing the value proposition.
• Value proposition: A value proposition is an elaborated description of the product or service that the business champion is selling to his or her consumer. More
specifically, it shows how a product or service creates gains or reduces pains for
the consumer. The overall goal is to create a product-market fit, ensuring that the
value proposition is relevant for the target consumer.
6.4.3 Product and Pricing Strategy
As mentioned in the previous section, it is crucial for a business champion to have
a clear and competitive product and pricing strategy in comparison to its competitors. To get to such a strategy, it is helpful to visit sales points and purchase competitive products. With the business champion, the competitive products are organized
in terms of price and value. Finally, the champion has to determine where to position his or her (new) product. A good example comes from the sorghum partnership
N. van Dijk et al.
6.4.1 Tools and Approaches
When building BoP marketing pilots together with the business champion during
strategy workshops, several tools have proven to be of crucial value. These tools
were adopted by 2SCALE from the Business Model Canvas and contextualized by
the 2SCALE team. All of the tools are hands-on, practical, and co-creative so that
they can be used in workshops and understood by low-literate participants. It is
interesting to see that the same tools have worked for vegetable farmers in Ethiopia
as well as for soybean processors in Benin.
6.4.2 Business Model Canvas
The Business Model Canvas (BMC) is a tool that maps out the various key components of an organization and shows how the various components work together
(Osterwalder and Pigneur 2010). The primary value for business champions is that
the BMC shows the entire layout of their business. Moreover, it shows how an additional activity, such as targeting the BoP, can have implications for other parts of the
business. The goal is for business champions to understand their business, the implications of the pilot, and the required strategy to make a pilot successful.
The main components that are always used in workshops and that form the basis
for pilots are as follows:
• Persona: A persona is a fictional character that represents a typical consumer that
a business champion aims to target. Examples of features that are covered in the
persona include consumer demographics, pains, and gains. The purpose of building a persona is to have an in-depth understanding of the persona’s wants and
needs, which helps the business champion in designing the value proposition.
• Value proposition: A value proposition is an elaborated description of the product or service that the business champion is selling to his or her consumer. More
specifically, it shows how a product or service creates gains or reduces pains for
the consumer. The overall goal is to create a product-market fit, ensuring that the
value proposition is relevant for the target consumer.
6.4.3 Product and Pricing Strategy
As mentioned in the previous section, it is crucial for a business champion to have
a clear and competitive product and pricing strategy in comparison to its competitors. To get to such a strategy, it is helpful to visit sales points and purchase competitive products. With the business champion, the competitive products are organized
in terms of price and value. Finally, the champion has to determine where to position his or her (new) product. A good example comes from the sorghum partnership
N. van Dijk et al.