Project Everest

Adopted Experiment

[ADOPTED EXPERIMENT]: Hidden Hunger Malawi - Customer segment (A) - December 2018

CONTENT

Lean Phase: Customer Segment

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

Purpose: To validate our assumed early adopters.

Assumptions:

Our assumed early adopters are:

  • Mothers (for their children and themselves)

  • Pregnant women

Our assumption that we are testing:

Mothers and pregnant women are actively trying to solve the problem of malnutrition (for example, by growing food for themselves, approaching clinics, village elders, purchase F&V diversity from markets, purchase seeds from local distributors.

Mothers and pregnant women predominantly consume maize and beans because it’s cheap.

Note on their potential characteristics: income less than USD$5/day, rural-urban fringe, access to markets, access to farming land, access to irrigation for cropping variety

Time Box: December 2018 Weeks 1-2

Success Metric: % of mothers/pregnant women who are seeking a solution to malnutrition.

CRITERIA

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:

  • Approach 50 mothers/pregnant women to conduct interviews.

  • Approach medical facilities, village elders, markets, seed distributors to conduct interviews about whether or not these are channels that mothers/pregnant women use.

  • Include an assessment of these characteristics: income less than USD$5/day, rural-urban fringe, access to markets, access to farming land, access to irrigation for cropping variety

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.

Tagged users
edited on 15th January 2019, 08:01 by Ella Grier

Ella Grier 7 months ago

Status label added: Experiment adopted

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