173
on various “creative considerations,” such as what label designs, colors, and images
are needed. It also requires a different approach in distribution and sales, dealing
with many small volumes and a large number of cash transactions. All in all, working in the business-to-consumer (B2C) channels requires a specific set of qualities
and skills that many business champions did not have at the start of the partnership.
In some cases, the business champion did not manage to make this adjustment and/
or build a B2C team. However, those that did succeed made that adjustment and
transformed their business approach radically. For instance, GUTS Agro is now
working with over 100 sales agents that all require dedicated product supply, dayto- day support, and training. Based on these experiences, the 2SCALE program
now aims to prepare business champions in more detail on building successful B2C
channels and its related transformation in thinking. Again, the lessons learned from
the first business champions have helped tremendously in preparing others. That is
why 2SCALE also promotes cross-learning between champions and organized field
trips to successful case studies for new or potential business champions. Perhaps
most importantly, the business champions are guided through this journey by the
2SCALE team.
6.5.5 Activating the Market Is a Must
Another key learning has been the crucial value of activating the market, from the
market product launch to the related promotional activities. Selling a new product
to the BoP is not easy and does not happen by itself. Introducing the product into
local supermarkets or simply selling it to wholesalers and sales agents is not enough.
It requires a clear and specific strategy, including which distribution channels will
be used (e.g., women groups) and which marketing activities will be organized (e.g.,
tasting sessions) in order to accelerate product sales. This approach is explained in
detail in this paper, and it has been proven repeatedly as a fundamental step to help
kick start a business. At the same time, both the business champion and 2SCALE
have to be cautious of the relatively high cost of such market activations and make
clear arrangements on how these costs can be shared to be as equitable as possible.
Now that there are several successful case stories on market activation, it becomes
easier for business champions to replicate certain approaches. Cross-learning
between champions is therefore facilitated in the program as well as promoting
learning and results via blogs and videos.
6.5.6 Getting Stuck by Missing or Broken Machinery
As mentioned in Sect. 6.2 under conducting a needs assessment, 2SCALE learned
that it is critical for the success of a pilot that a business champion has the right
machinery in place and is ready for production, especially when dealing with larger
6 Innovating at Marketing and Distributing Nutritious Foods at the Base…
on various “creative considerations,” such as what label designs, colors, and images
are needed. It also requires a different approach in distribution and sales, dealing
with many small volumes and a large number of cash transactions. All in all, working in the business-to-consumer (B2C) channels requires a specific set of qualities
and skills that many business champions did not have at the start of the partnership.
In some cases, the business champion did not manage to make this adjustment and/
or build a B2C team. However, those that did succeed made that adjustment and
transformed their business approach radically. For instance, GUTS Agro is now
working with over 100 sales agents that all require dedicated product supply, dayto- day support, and training. Based on these experiences, the 2SCALE program
now aims to prepare business champions in more detail on building successful B2C
channels and its related transformation in thinking. Again, the lessons learned from
the first business champions have helped tremendously in preparing others. That is
why 2SCALE also promotes cross-learning between champions and organized field
trips to successful case studies for new or potential business champions. Perhaps
most importantly, the business champions are guided through this journey by the
2SCALE team.
6.5.5 Activating the Market Is a Must
Another key learning has been the crucial value of activating the market, from the
market product launch to the related promotional activities. Selling a new product
to the BoP is not easy and does not happen by itself. Introducing the product into
local supermarkets or simply selling it to wholesalers and sales agents is not enough.
It requires a clear and specific strategy, including which distribution channels will
be used (e.g., women groups) and which marketing activities will be organized (e.g.,
tasting sessions) in order to accelerate product sales. This approach is explained in
detail in this paper, and it has been proven repeatedly as a fundamental step to help
kick start a business. At the same time, both the business champion and 2SCALE
have to be cautious of the relatively high cost of such market activations and make
clear arrangements on how these costs can be shared to be as equitable as possible.
Now that there are several successful case stories on market activation, it becomes
easier for business champions to replicate certain approaches. Cross-learning
between champions is therefore facilitated in the program as well as promoting
learning and results via blogs and videos.
6.5.6 Getting Stuck by Missing or Broken Machinery
As mentioned in Sect. 6.2 under conducting a needs assessment, 2SCALE learned
that it is critical for the success of a pilot that a business champion has the right
machinery in place and is ready for production, especially when dealing with larger
6 Innovating at Marketing and Distributing Nutritious Foods at the Base…