Adopted Experiment

[Adopted Experiment]: Customer Segment Female Sanitation Malawi July 2019

Lean Phase: Customer Segment

Question: Does the target beneficiary recognise that they have the problem we are trying to solve? Who could be our early adopters?

Purpose: To validate our assumed early adopters.


Our assumed early adopters* are:

  • Mothers (for their children and themselves)
  • Married women
  • Single women

*NOTE: we are unable to focus directly on girls under 18 years of age due to ethical considerations and until they have been addressed legally and through correct processes to ensure their comfort and safety.

The assumption that we are testing:

Women are adversely affected every month by inadequate access to the means to manage menstruation.

Women are unable to discuss menstruation openly

Women are not able or do not feel comfortable participating in education or work-related activities while menstruating.

Time Box:  2 weeks 

Success Metric: % of women who are seeking a solution to female sanitation challenges.


Green Light: Proceed with offer testing with early adopters.

Success point: More than 50% of those engaged through the channel are currently seeking a solution.

Orange light: Continue to test variations of this channel to seek greater conversion. If the outcome falls below the success metric, but there have been significant observed trends in those taking action towards solving problems that exist in the same space, the experiment can be optimised such that the existing definition of customer segment is narrowed in line with those trends.

Failure point: Less than 20% of those engaged are currently seeking a solution.

Red Light: Ideate other early adopters and their behaviour and further channels as per the research and experiment.

Experiment build:

Validate whether or not this customer segment is an early adopter by conducting interviews (reference

  • Approach 50 women to conduct interviews.
  • Approach medical facilities, female village leaders, female school teachers to conduct interviews about whether or not the assumed problems exist for women attending the medical facilities, their ability to contribute to the village/community, school attendance rate (anecdotally) in schools. 
  • Include an assessment of these characteristics: income less than USD$5/day, rural-urban fringe, etc

Record results for interview acceptance and document characteristics of those who are interviewed. Should they be the targeted beneficiaries and early adopters they satisfy the customer segment.

Andrew Vild 1 month ago

Status label added: Experiment adopted

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