Project Everest

Experiment Results

[Experiment Results]: Channels – Headmen EOI System – Fuel Fiji July 2019

Experiment design post:

Headmen collecting EOI

Lean phase:

Channels 

Assumptions:

Headmen are able to collect and submit quality leads that want to buy Buka 4.0 stoves. 

Results: 

Red Light

Four headmen – from Cuvu Tore, Kabisi, Votua Lalai and Malo Malo villages – agreed to collect expressions of interest (EOIs) from people who want to buy the Buka Stoves in July. Their primary task was to collect the contact details of these EOIs and submit them to PEV.

No EOIs were submitted in the 1.5 week timebox from all headmen, therefore PEV made no sales through this channel resulting in a red light.

Validated learning: 

After following up with all the headmen in person and over the phone, here are the reasons each headmen did not generate any EOIs.

Firstly, villagers within Votua Lalai and Malo Malo were not interested in the Buka Stove so the headmen were not able to collect any EOIs. Those from Votualalai believed the opening was too small for the diameter of firewood they wanted to use while those from Malo Malo thought the stove was too expensive. Both headmen mentioned their village would still be interested if the issues they addressed are met in new iterations of the stove. Without disregarding the feedback provided by both villages, the validated learnings are either these villagers are not the early adopters PEV is aiming to sell to or the headmen are not trained enough overcome objections. However, it is believed the headmen have spoken to a sufficient number of people in Votualalai and Malo Malo, although this was never questioned.

The ex headman of Cuvu Tore, Vilimoni, mentioned he did not collect any EOIs because he believed only people who were completely certain they would buy the stove should be taken down. This was a simple miscommunication error which has been cleared up after our second visit to the village. However, many people showed interest in the stove and he did have access to Facebook to contact the chatbot. He also mentioned he was planning to speak to other people from surrounding villages. Therefore, the only remaining factor would be that the timebox of the experiment is too short.

The final headman from Kabisi, Kaliova, shared similar views to Vilimoni. Many people from Kabisi showed interest in the Buka Stoves and the village communally shares one in their meeting hall which is excellent social proof for the brand. There was just not enough time in the timebox for EOIs to be collected and sales to be made.

Another important validated learning is that PEV’s early adopters are located in Cuvu Tore and Kabisi villages.

Next moves:

Although headmen from Votualalai and Malo Malo provided genuine feedback, the next moves should not be to meet their needs yet but to reinvest PEV’s time and energy into the villages which contain the early adopters such as Cuvu Tore and Kabisi.

The experiment should continue to run from August to November, maintaining fortnightly contact with PEV in Australia. The December team will then assess the results of this new experiment. If the results of this experiment are still a red light, it could suggest that the time allocated is not a key factor. Perhaps headmen will need to be trained like the sales agents were in July to be able to overcome objections. Or, perhaps offered greater remuneration incentives to motivate them to speak to more people. 

Eugenia Muñoz 3 months ago

Status label added: Experiment Results

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Eugenia Muñoz 3 months ago

Status label added: Unfair Advantage

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Eugenia Muñoz 3 months ago

Status label removed: Unfair Advantage

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