Project Everest

[BLACK LABLE]: Customer Segment - Sanitation Amisen - Sept 2019

by
Diya Redhu
Diya Redhu | 4 months ago | in ROA Training S2 2019

Lean Phase: Customer Segment 

Introduction: The project is focusing on increasing awareness around the current issues around female hygiene and sanitation. The project also aims to create a solution that helps mitigate these issues and increase the quality of female hygiene and sanitation in Amisen. 

Customer Segments Identified: 

  1. Women Undergoing Menstruation

Due to the nature of the project the general customer segment is women who undergo menstruation. This is because all these women have current hygiene and sanitation practices in place. When engaging with women in the villages of Jumtha, Vengara and Keisala it was found that 100% of women had a method to deal with menstruation. This ranged from the use of leaves to rags and disposable pads. 

Early Adopter: 

  1. Working Women Undergoing Menstruation

Working women can be identified as a customer segment as they undergo a menstrual cycle and require the use of female sanitary products. These women need to work due to the need to support themselves or their family and their menstruation is a barrier to this. When engaging with women in the village of Jumtha it was found that 100% of women would like to continue working when on their period but the current solutions are not comfortable enough to facilitate this. 

  1. Studying Women Undergoing Menstruation

Studying women can be identified as a customer segment as they undergo a menstrual cycle and require the use of female sanitary products. These women are studying so that they can experience greater economic prosperity in the future and menstruation means they miss out on attending school and fall behind. This can lead to them dropping out of school as catching up is too difficult so the ability to continue studying while menstruating is generally something they are interested in. When engaging with women in the village of Jumtha one girl who was studying remarked that she would like to continue studying so that she can pursue her dreams but during her menstruation she is unable to continue studying.

edited on 16th September 2019, 09:09 by Diya Redhu

Lily Partridge 4 months ago

Your early adopters are still too broad. Whilst long term your customer segment is realistically "half" of the Amisen population, your niche needs to be much more specific. You're running the risk of boiling the ocean at this stage.

We need to know things like:
• Socio-economic status & level of disposable income.
• Access to local facilities (this will define how you shape your distribution method)
• The types of activities they are engaging with (what does "working" mean?)
• What activities are they already doing that defines them as a segment rather than just menstruating.

Consider that given this is quite a sensitive issue and introducing a brand new product into the market, you need the people that are already engaging with the new things that are happening in the space of empowerment. Find out what "empowerment" looks like in Amisen for women and girls and you'll have your early adopters.

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