Project Everest

Customer Segment

[Customer Segments]: Fuel Timor - July 2019

Lean phase: Customer Segment

Aim: To identify the customers which the Sustainable Fuel Project will target. A customer archetype map has been attached to this post as a summary for reference.

Customer Segments: The main customers are families who still cook on traditional three-stone fires and clay stoves, initially targeting those who live in Hera, Dare and regional Dili due to simplicity of access. The mothers in the family are typically responsible for cooking, are aged around 20-40 and are concerned with the health of their children. They are excited by the idea of a stove which produces less smoke, as it would greatly decrease the coughing and breathing issues experienced by their family. This group can be broken down into several archetypes:

Farming families in semi-rural areas: Farming families in areas such as Hera or Dare have low incomes, which restricts them to low cost cooking options. They normally use a three stone fire indoors, which produces excessive amounts of smoke. Many areas of Hera also offer free electricity, which promotes the use of rice cookers and electric frypans in most households, but has not displaced three stone fires for cooking with pots. Collecting firewood can be time consuming and difficult during wet season when wood is  saturated. These households recognise that cooking on fire indoors causes some health impacts such as coughing and headaches, however, they are generally unable to afford mitigating this. They would be likely to purchase something that mitigates health problems if it was cheap.

Families in semi-rural areas with stores or market stalls: These people have a slightly higher income and more accessibility to other stove and fuel options, such as combustion cook stoves, or gas and oil stoves. They are sometimes deterred by the “difficulty” and “danger” of these alternative options, or small cooking capacity (for families >10 people). As a result, this customer segment also relies on three stone fire pits indoors due to weather limitations. Those who have access to gas or kerosene often prefer the flavour or “deliciousness” that comes from the smoke & fire. They would also be likely to purchase something that mitigates health problems if it was cheap.

Families in semi-rural areas who have employment and regular income: These families are generally aware of cook stoves and gas stoves, but they consider them a big investment and worry they have a short lifespan. Collecting firewood is time consuming but still their cheapest option and hence most preferable. These families also rely on a three stone fire for most of their cooking. They too are aware of the health issues caused by smoke and would like to mitigate them, but will only do so if the product is durable and relatively cheap.

Middle to low income families in Dili: These people often work in small businesses or have minimal employment. They typically cook with clay stoves and often have electric rice cookers.  The clay stoves can be bought for $5 due to government subsidies, but still produce a lot of smoke and often break within 6 months of purchase. They are concerned with the health of their family and with the cost of goods, but will save for things that they think are worthwhile. They would buy an alternative cooking solution if it was cheap, durable, produced little smoke and retained the preferred smokey flavour.

High income families in Dili: These people normally have full-time employment and have significant amounts of disposable income. Most of them currently cook with clay, oil or gas stoves, with electric rice cookers, though they prefer the smokey flavour of foods cooked on a woodfire and as such commonly use clay stoves despite them lacking durability and producing lots of smoke. They are typically concerned with both the health of their family and with luxuries such as portability and free time. They are likely to buy an alternative solution if it retains the smokey flavour of woodfires, produces little smoke, and is convenient to use.

Next Moves:

In the future teams should attempt to identify archetypes of customers in more rural regions outside of Hera, Dare and Dili. This would assist in identifying how best to sell the stove as the business expands across a greater area.

edited on 22nd July 2019, 07:07 by Albert Chow

Wade Tink Jul 26, 2018

Great post Tia with strong relevant insights however the analysis you have brought to this is largely based around defining the 'problem', not the 'customer segment'. Customer segment is to have information clearly detailing the customers characteristics without considering their problems.
I've attached a screenshot of some customer archetype templates.

It would also be great to consider how scalable the customer segment is given that you have sliced up a relatively small geographical area into three segments. How many families in each sub-group? Are they a proxy for wider Timor-Leste? Considering how many families, from a revenue perspective, it would take to make the business viable this information becomes important.

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Tia Brullo Jul 27, 2018

Hi Tink,
Please have a look through the Hera Archetype Map I have attached. I have been working on developing these customer Archetypes throughout the entire month; this map is condensed to the archetypes of the Hera but there is a full archetype map (which includes all our empathising sessions) on the google drive.

I have also made some other edits to the post which refer to scalability of these archetypes.

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Wade Tink Jul 26, 2018

Status label added: Idea/Concept Not Complete

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Justin Hakeem Aug 27, 2018

Status label added: Customer Segment

Status label removed: Idea/Concept Not Complete

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Albert Chow 7 months ago

The post has been updated with new information relevant as of July 2019. We have expanded our scope from just Hera to Dili, Dare and Hera, and updated the post to match the new format of Black Label posts.

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Lucy Preiss 6 months ago

Thanks for this Albert! This is great!

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