Project Everest

Value Proposition

[Unique Value Proposition] - Fuel Timor-Leste July 2019

Lean phase: Unique Value Proposition

Aim – This post aims to describe the Unique Value Proposition of the Fuel Sustainability team at Timor-Leste has established for the month of July 2019.

 Big picture UVP: 3.8 million people every year from open-fire smoke inhalation. Our solution (the Fugaun Seguru) will reduce smoke produced from open wood fires.

Deforestation is also a global problem which is occuring at an accelerating rate. Our stove reduces the need for firewood as it is highly efficient.

Problem Statement: The Timorese people feel concerned when they experience ill health effects from smoke in their home. The Timorese people feel time-poor or stressed about money when they use lots of firewood during cooking which is costly and burdensome to collect.

Problems Experienced in Timor-Leste:

The July team has identified using data from the Dec-Jan-Feb team that, when brought to their attention, local Timorese identify smoke from current 3 stone fire cooking methods as an important issue which raises serious concerns about their health and the health of their families. 

Durability of cooking machinery has also been identified as a major pain-point for the Timorese. Current cooking stoves available to the Timorese are very finite in usage time, often becoming unusable after around 2 – 3 months. Surveyed Timorese locals have shown great frustration in having to frequently spend money and repurchase these short-lasting stoves. 

The rate of which fuel is consumed by local Timorese families has also been identified as a major point of economical frustration. The dominant fuel resource has been identified to be firewood. Firewood must either be purchased in bulk in the dry seasons in preparation for the wet season, or manually harvested by woodcutting, which is illegal in the country. Manual harvesting is time intensive, whereas purchasing firewood is expensive with the current inefficient cooking stoves and methods predominantly used by the Timorese community. 

The community in Dili also highly value the smoky taste resulting from the dominant cooking methods: open-fire cooking and three-stone cooking method.

What does the UVP look like for each defined customer archetype:

 The UVP of PEV’s marketed Seguru Stove responds to all of the above major issues:

  1. The Seguru Stove completely reduces the amount of smoke produced when cooking, eliminating the worry about respiratory health risks associated with cooking (e.g. smoke induced coughing)

  1. The Seguru Stove is designed with effective air flow, enabling efficient and clean combustion. The result is that locals using firewood would use a significantly lower amount of logs per use, with fires extinguishing much slower than with other traditional cooking methods and stoves currently available. Locals are generally very happy to know that significantly less firewood will be needed once they own one of PEV’s Seguru Stoves. This also reduces the exhaustion felt from needing to frequently buy firewood and making long trips to find wood.

  1. The Seguru Stove’s exterior is galvanized steel. The interior compartment is mild steel. The materials used to manufacture the stove make it extremely durable compared to current cooking stoves available on the market to the Timorese people. Surveyed locals have identified the Seguru Stove’s high durability as a major selling point, as its high durability removes the frustration felt by frequently breaking stoves.

  1. The Seguru Stove allows cooking that retains the much loved smoky taste which the Timorese people value.

Next moves:

The July team has continued to identify the four major pain points that Timorese locals have concerning cooking, hence suggesting that there is a market for the Seguru Stove in Timor-Leste. Price testing was concurrently conducted, with 30% of $75 price tests being successful. This validates the UVP, allowing us to move onto the solution and channels sections of the lean canvas.

Future steps involve securing relationships with stove manufacturers and partnerships with distributors. Finding a local Timorese for the months PEV is out of country to manage orders and run sales operations for the stoves is also a current priority.

edited on 26th July 2019, 05:07 by Nic Makram

Nic Makram 6 months ago

Please refer to the template for Black Label Posts: Both the problem statement and problem experienced sections are either not included or not properly displayed. I will review this post more thoroughly when this has been done.

Reply 1

Paul Le 6 months ago

Thanks Nic. Changes made so problem statement and problems experienced sections are clearly defined.

Reply 0

Nic Makram 6 months ago

Status label added: Value Proposition

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