Driving Adoption of Innovation at the Bottom of the Pyramid

How do you convince people to invest in a micro-drip irrigation system, solar lighting, vocational training, cook stoves, or other potentially life-changing social innovations when they have limited incomes? At Acumen, we believe in giving the poor choice not charity.  We envision low income people as consumers who can make their own decisions about the products and services needed to improve their lives.   At the same time, we want to offer the social entrepreneurs developing new products and services insights about why low income consumers often choose to adopt a new innovation. Why do some new sanitation solutions catch on among poor consumers in Kenya while others never gain traction?  Why did one new agricultural product gain momentum in India while others failed?  How can you design products and services that are incorporated into the daily lives of your customers? In this 2.5 hour course, you’ll learn about the 4A’s framework, a simple and practical model that can help you understand the drivers of adoption of social innovation among bottom of the pyramid consumers: advantage, affordability, awareness and access.  Drawn from the “Growing Prosperity” report recently co-authored by Acumen and Bain & Company, this tool will help you identify the most effective ways to increase the uptake of social innovations among the poor.

Our Content Partner:

In developing this course, Acumen is excited to partner with Bain & Company. A leading global business consulting firm, Bain & Company, serves clients on issues of strategy, operations, technology, organization and mergers and acquisitions. With 51 offices in 33 countries, Bain has worked with over 4,900 major multinational, private equity and other corporations across every economic sector. Bain & Company and Acumen co-authored a new report called “Growing Prosperity” which this course is based on. For more information visit: www.bain.com.

You'll Love this Course If:

  • You’re an aspiring or practicing social entrepreneur and want your products or services to be adopted by bottom of the pyramid customers
  • You’re a global development professional who wants to learn more about how new innovations can be adopted by the poor
  • You took the Marketing at the Bottom of the Pyramid Course from +Acumen and want to learn more about the drivers of adoption for this customer segment

What You'll Learn:

By the end of this course, you will be able to:

  • Understand the drivers of adoption among bottom of the pyramid customers
  • Begin to identify customers who can become your early adopters and promote awareness of your product or service
  • Assess the degree to which your company currently addresses the 4As of adoption: awareness, advantage, affordability and access

How the Course Works:

There are no in-person teachers or facilitators for this course, but we will have technical and subject matter experts available to assist you online. The course will be offered through a third party learning platform called EdCast.  Course content will consist of readings and interactive exercises. It will be available for you to access at any point. You can take this course individually or as a group.

 

Workload

This course should take approximately 2.5 hours to complete. The materials can be accessed at any time and do not have to be completed in one sitting.

Technical Requirements

You will need a computer with the ability to upload all your assignments.

 

Frequently Asked Questions

WILL A CERTIFICATE BE AWARDED UPON COMPLETION OF THE COURSE?

We will provide a Statement of Accomplishment for individuals who complete all requirements.  For this course, you will need to submit 1 4As chart assignment.

IF I TAKE THIS COURSE IN A GROUP, DO MY GROUP MEMBERS NEED TO BE IN THE SAME LOCATION?

You can take this course individually. However, if you would like to participate with a group, we recommend signing up with a group that is all physically located in the same place.

Remember, all members of your group need to register for this course individually.

HOW MUCH TIME DO I NEED TO DEDICATE TO TAKE THIS COURSE?

This is an Acumen Short Course. You should be able to complete the whole thing in 2.5 hours. We have intentionally designed these courses to be shorter and manageable so that you can fit them into your busy schedule. There will still be hands on exercises and informative readings, but if you want a more intensive learning experience, you might want to check out Acumen’s longer courses.

WHAT IS THE IDEAL SIZE FOR MY GROUP?

This course is suitable to be taken individually.  However, if you would like to participate with a group, we generally recommend a group of 3 to 5 individuals. If your group is too big, it can be more difficult to coordinate schedules and conduct discussion together.

HOW MUCH DOES IT COST TO TAKE THIS COURSE?

All +Acumen courses are free.

ARE THERE ANY PREREQUISITES FOR TAKING THIS COURSE?

This is an introductory course and there are no prerequisites.

MORE QUESTIONS?

Please contact courses@plusacumen.org

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