Establishing the Case for Sanitation Markets: Market research and business planning for enterprises

Live & Learn’s teams have been busy conducting market research activities and preparing for pilot-testing of sanitation enterprises.

Sanitation marketing is a new approach to WASH in the Pacific, and by conducting this research and pilot testing, we can increase our knowledge and learn what works before scaling-up to a larger population. This evidence-based approach is supported in the Live & Learn WASH Program by market research (the situation analysis), a pilot testing phase, and ongoing monitoring, evaluation and reflection.

The market research (or situation analysis) is a key knowledge and learning activity taking place at the beginning of the Program. The activities that make up the market research process are outlined in the TABLE and FLOWCHART below. The aim of the market research is to learn from the community and other stakeholders about supply, demand, and the enabling environment for sanitation and hygiene, including community needs, preferences, aspirations and the availability of appropriate products and services. The findings will inform the development of profitable and sustainable business models to meet local needs for improved sanitation and hygiene. Part of the process has involved ‘enterprise days’, involving community members, potential enterprise actors, and key stakeholders including government and other NGOs.

An Enterprise Day in Vanuatu, which joined community leaders and business people, the Chamber of Commerce, Shefa Province Office of Cooperatives & Business, and staff from Live & Learn, International Water Centre, International Women’s Development Agency, and Oxfam.
An Enterprise Day in Vanuatu, which joined community leaders and business people, the Chamber of Commerce, Shefa Province Office of Cooperatives & Business, and staff from Live & Learn, International Water Centre, International Women’s Development Agency, and Oxfam.

Preferred business models are being determined through the enterprise days and ongoing collaboration with communities, and these business models will be tested through the establishment of local sanitation enterprises in a small number of pilot communities.

Ongoing monitoring and evaluation will assist Live & Learn to identify how well these enterprises are working and where they may need support or improvement. This will generate an evidence-base for sanitation marketing in the Pacific and inform the establishment of local sanitation enterprises in additional communities, for broader communication and potentially wider scaling-up in the Pacific region.

Diagram washMicrosoft Word - Summary of research approach.docx

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