Selling Sanitation: Catalyzing the Market for Household Sanitation in East Africa (IFC and WSP, Nairobi, Kenya)
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TOPIC: Selling Sanitation: Catalyzing the Market for Household Sanitation in East Africa (IFC and WSP, Nairobi, Kenya)

Selling Sanitation: Catalyzing the Market for Household Sanitation in East Africa (IFC and WSP, Nairobi, Kenya) 15 Aug 2013 15:42 #5310

  • WLDavies
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  • Operations Officer, IFC - Kenya
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Dear All,

Here are some details on the Selling Sanitation initiative, a joint program of the International Finance Corporation (IFC) and the World Bank Water and Sanitation Program (WSP). Looking forward to discussions on the forum!

What is IFC? As a global financier with operations in many regions and sectors, IFC works with a wide range of groups that have a stake in our projects, are affected by our work, or help us strengthen our impact on sustainable private sector development. (www.ifc.org/wps/wcm/connect/corp_ext_con...orate_site/about+ifc)

Title of grant:
Selling Sanitation: Catalyzing the Market for Household Sanitation in East Africa (IFC and WSP, Nairobi, Kenya)

Name of lead organization (for the grant): International Finance Corporation (IFC). This project is a collaboration between IFC and WSP.

Primary contact at IFC: William Davies

Grantee location: Nairobi, Kenya

Developing country where the research is being or will be tested: Kenya

Grant type: "Other" (i.e. not GCE nor RTTC)
Grant size: USD 640,000

Short description of the project:
Selling Sanitation works with sanitation businesses and governments to develop commercial and sustainable markets for affordable and desirable sanitation facilities.

Selling Sanitation is a joint IFC-WSP initiative that aims to help millions of people across Africa access household sanitation facilities they want and can afford. The market development approach is currently being piloted in Kenya, with planned expansion to other African countries by 2014.

Goal(s):
We define success as market transformation: new sanitation solutions manufactured at scale, sold and distributed through new channels, reaching underserved consumers that are most in need.

Objectives:
1) Support private businesses to design, manufacture and distribute new on-site sanitation and hand washing products that meet low-income consumer needs and preferences.
2) Support the government to develop and deliver a national behavior change communications and consumer awareness campaign.
3) Identify and test appropriate financing mechanisms and consumer lending products to support uptake of new sanitation products.
4) Build the enabling environment and institutional arrangements for local government, other stakeholders and the private sector to support and regulate the sanitation market.

Start and end date: 16 Nov 2012 until 31 March 2014 (pilot phase)

Key components:
Selling Sanitation works with manufacturers, distributors, consumers, financial institutions, and governments to catalyze the sanitation market through:
Business Development Services to remove first-mover barriers to market entry by supporting businesses to develop new affordable sanitation products and distribution channels to reach underserved consumers.
Consumer Awareness to support ministries of health to develop and deliver national campaigns reaching millions with behaviour change messages and consumer information on available low-cost product options.
Market Intelligence to demonstrate the viability of the market by providing data on market size, consumer preferences, key target segments and current trends. Market intelligence helps manufacturers, distributors and other businesses understand market opportunities and make informed decisions.
Public Sector Engagement to improve the enabling environment for sanitation by working with government at all levels to increase uptake of improved hygienic latrines, and to facilitate and regulate a self-sustainable consumer market for sanitation.
Pro-poor Financing to address financial constraints and bottlenecks for both consumers and businesses.

Current state of affairs:
After an extensive period of market research, product design, industry and stakeholder engagement, the project is gearing up for pilot launch. A government-led national behavior change communications and consumer awareness campaign is in development. Participating firms are just about to enter into production and distribution of a range of new affordable latrine slabs. We are supporting the public and private sectors to launch by the end of the year.

Biggest successes so far:
The project has built up the commercial case for the sanitation business opportunity through extensive market research and industry engagement. We have helped firms understand and segment the low-income consumer market, design and refine competitive product solutions to meet this market's needs, and develop distribution and sales channels. The project has engaged government at all levels, and is supporting the Ministry of Health to lead the national communications campaign, which will build on and support the ODF Kenya initiative and progress in CLTS.

Main challenges / frustration:
There are a lot of moving pieces and 'unknowns' at the beginning of a market transformation project, which makes it challenging (but also exciting and fun). Since good market research drives the direction of the project, it is impossible to predict at the outset exactly what support and program strategies will be needed. The team needed a learning-by-doing style and a high tolerance for ambiguity. And since the market transformation approach is about facilitating and catalyzing, there is a lot less certainty when it comes to the pace of things and the achievement of results (especially at the beginning) - the risk is a bit higher, but the rewards in terms of sustainability and scale potential higher too.

For more information, including key consumer insights and new product development, visit: www.ifc.org/sellingsanitation
Last Edit: 22 Aug 2013 10:55 by muench.
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Re: Selling Sanitation: Catalyzing the Market for Household Sanitation in East Africa (IFC and WSP, Nairobi, Kenya) 17 Sep 2013 11:38 #5668

  • NaomiRadke
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  • I am interested in sustainable sanitation and water management, working at seecon international
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Dear Will,

Thanks for providing this interesting project description.
Great that you have performed a thorough market research to provide the base information for transforming the market.

I was wondering whether you concentrate on the supply chain of sanitation products for the households or if you also think about a market design for pit emptying.

There is another project currently taking place in Dakar, Senegal which aims at promoting mechanical desludging and reducing manual desludging. It wants to make fecal sludge emptying services accessible and affordable to the peri-urban poor. Manual desludging is predominant in Dakar because for many mechanical desluding is unaffordable. Yet, it bears high health risks.
Currently the project performs a pilot study that is creating price competition for mechanical desludging in order to lower prices.

You might find it relevant for your project. Find the project here on the discussion forum.

All the best with your project progress!

Regards,

Naomi
// Naomi Radke
MSc Sustainable Development
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seecon international gmbh
society - economy - ecology - consulting
Basel, Switzerland

www.seecon.ch/

check out the SSWM toolbox for info on sustainable sanitation and water management:
www.sswm.info/
Last Edit: 17 Sep 2013 11:38 by NaomiRadke.
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New Market Briefs from Kenya - Selling Sanitation Initiative, World Bank and Kenya Ministry of Health 16 Jan 2014 14:11 #7019

  • WLDavies
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Dear All,

Here are some new Sanitation Market Briefs (each 4 pages) recently released by the WSP-IFC Selling Sanitation initiative with the Kenyan Ministry of Health:

Market Intelligence Brief - An overview of market sizing data for Kenya, including key drivers and market trends

Demand Generation Brief - A summary of sanitation consumer demand characteristics and overview of potential demand generation, sales and marketing strategies to unlock this demand

Product and Business Model Design - A review of the product design process used to support plastics manufacturers to design more desirable sanitation products and develop last-mile distribution strategies

IFC SmartLesson - 'Transforming Markets, Increasing Access' - An overview of the Selling Sanitation market transformation approach and early lessons

Selling Sanitation is a joint IFC-WSP market transformation initiative that aims to help millions of people across Africa get access to the household sanitation products they want and can afford. The approach is currently being piloted in Kenya, in partnership with the Kenya Ministry of Health.

The documents are available for download at www.ifc.org/sellingsanitation and are also in the SuSanA library:
www.susana.org/lang-en/library/library?v...p;type=2&id=1828

Best Regards,
Will
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Re: New Market Briefs from Kenya - Selling Sanitation Initiative, World Bank and Kenya Ministry of Health 29 Jan 2014 12:12 #7159

  • Doreen
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Nov 2013
Dear Will,

Thanks a lot for the information. I have a couple of questions.

- Are you also working with the Water Services Trust Fund (WSTF) or the Ministry of Environment Water and Natural Resources (MEWNR)
- Which manufacturers are you currently working with?
- What micro financing institutions are you working with?

Best regards,

Doreen
Doreen Mbalo
Programme Advisor
GIZ Water Sector Reform Programme
Nairobi, Kenya
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Administrator and Member of SuSanA (www.susana.org)

Re: New Market Briefs from Kenya - Selling Sanitation Initiative, World Bank and Kenya Ministry of Health 11 Feb 2014 10:58 #7339

  • WLDavies
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Hi Doreen,

Sorry for the slow response.

On the government side we are working with the Kenya Ministry of Health. Since this relates to on-site sanitation rather than sewerage systems they are the responsible body within the public sector.

On the manufacturing side, the advisory support under the project has been made available to all firms that have expressed an interest in developing new on-site sanitation solutions in Kenya. So far, the most interest we have seen has come from plastics manufacturers. to date we have formally signed partnership agreements with three firms, Kentainers, Silafrica and Polytanks.

On the micro-finance side, we are still exploring whether this is a viable distribution channel, given that the price points for the slabs are below the minimum threshold for micro-finance institutions (without some form of bundling). So we are not formally working with any micro-finance institutions to date.

Hope that answers the questions but please do get in touch if you would like any further information!

Will
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