Transforming Markets, Increasing Access : Early Lessons on Base-of-the-Pyramid Market Development in Sanitation

Transforming Markets, Increasing Access : Early Lessons on Base-of-the-Pyramid Market Development in Sanitation

The four billion global consumers at the base of the pyramid (BOP) - those earning less than two dollars a day - are increasingly recognized by the private sector as a major untapped market segment. The sanitation industry is no exception. Across sub-Saharan Africa, more than half of the population lives without access to minimum levels of improved sanitation. Beyond the reach of urban sewerage networks, most BOP families require self-funded, household-level sanitation solutions. While the needs of this vast market are often pigeonholed as a development issue to be dealt with by the public sector and non-governmental organizations (NGOs), it represents a sizable market opportunity for the private sector. This brief captures early experiences from the 'Selling Sanitation' initiative, a partnership between IFC and the World Bank's Water and Sanitation Program (WSP). Using a market transformation approach, Selling Sanitation is demonstrating strong potential to unlock new market opportunities and dramatically increase access to sanitation for low-income consumers.

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Bibliographic Details
Main Authors: Pedi, Danielle, Davies, Will
Format: Brief biblioteca
Language:English
en_US
Published: International Finance Corporation, Washington, DC 2013-10
Subjects:BARRIERS TO ENTRY, BEHAVIOR CHANGE, CLEANLINESS, COMMERCIAL MARKET, COMMERCIAL MARKETS, COMPETITIVE PRICES, COMPETITIVE PRODUCT, ENGINEERS, HOUSEHOLDS, MARKET DEMAND, MARKET DEVELOPMENT, MARKET DISTORTIONS, MARKET ENTRY, MARKET NICHE, MARKET PENETRATION, MARKET POTENTIAL, MARKET RESEARCH, MARKET SEGMENT, MARKET TRANSFORMATION, MARKET TRANSFORMATION PROGRAMS, MARKETING, MARKETPLACE, PRICING STRATEGIES, RETAIL, RURAL DISTRIBUTION, SAFE WATER, SALE, SALES, SANITATION, SANITATION FACILITIES, SANITATION SECTOR, SANITATION SITUATION, SHELTER, SHELTERS, SITE SANITATION, SUFFICIENT INVESTMENT,
Online Access:http://documents.worldbank.org/curated/en/2013/10/18875783/transforming-markets-increasing-access-early-lessons-base-of-the-pyramid-market-development-sanitation
http://hdl.handle.net/10986/18691
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Summary:The four billion global consumers at the base of the pyramid (BOP) - those earning less than two dollars a day - are increasingly recognized by the private sector as a major untapped market segment. The sanitation industry is no exception. Across sub-Saharan Africa, more than half of the population lives without access to minimum levels of improved sanitation. Beyond the reach of urban sewerage networks, most BOP families require self-funded, household-level sanitation solutions. While the needs of this vast market are often pigeonholed as a development issue to be dealt with by the public sector and non-governmental organizations (NGOs), it represents a sizable market opportunity for the private sector. This brief captures early experiences from the 'Selling Sanitation' initiative, a partnership between IFC and the World Bank's Water and Sanitation Program (WSP). Using a market transformation approach, Selling Sanitation is demonstrating strong potential to unlock new market opportunities and dramatically increase access to sanitation for low-income consumers.

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