A new product or service may improve lives but only if people use it. How do you market to some of the most risk adverse customers on the planet who live on less than $3 a day? This is a question we see many social enterprises struggle with, including our own investees. This course will give you a simple framework to understand customers and increase adoption of a new innovation for bottom of the pyramid customers. You’ll gain valuable insights, derived from Acumen’s work in low-income communities across South Asia and East and West Africa, to better understand customer mindsets, avoid common pitfalls, and get your ideas to spread.
When it comes to social enterprise marketing, we’ve made every mistake in the book and learned many valuable lessons along the way. This course is the first step toward distilling those lessons into a framework that we will share through this course. We won’t provide all the answers, but rather a framework to get thinking critically about what we call the Four Ts – Truth, Trust, Tribes & Trials. We’ve found the 4Ts transform your chances for making change and must be incorporated into your operations long before you execute the traditional 4Ps of marketing.