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Guiding Book for Entrepreneur
Table of Contents
LIST OF ABBREVIATIONS ...................................................................................................................................... 7
SANITATION SITUATION IN PAKISTAN .................................................................................................................. 8
SPSP – RURAL & PATS INTEGRATED MODEL ................................................................................................... 9
WHO WILL USE THIS GUIDING BOOKLET? ......................................................................................................... 10
INTRODUCTION TO SANITATION ......................................................................................................................... 11
CLIMBING LADDER TOWARDS SANITATION LADDER ........................................................................................... 11
MARKETING ........................................................................................................................................................ 12
COMMERCIAL MARKETING ................................................................................................................................. 13
SOCIAL MARKETING ........................................................................................................................................... 13
SANITATION MARKETING ................................................................................................................................... 13
SANITATION ENTREPRENEUR ............................................................................................................................ 14
4-PS OF SANITATION MARKETING ...................................................................................................................... 14
Price Mechanisms ............................................................................................................................................ 14
Product Design ................................................................................................................................................. 15
Placement Dynamics ....................................................................................................................................... 15
Promotion Mix ................................................................................................................................................... 15
Benefits of Latrine ............................................................................................................................................ 16
THE LATRINE SOLUTION HAS THREE IMPORTANT COMPONENTS ....................................................................... 16
ON GROUND STRUCTURE ................................................................................................................................. 16
SUB STRUCTURE ............................................................................................................................................... 17
BRANDING .......................................................................................................................................................... 17
ENTREPRENEURSHIP .................................................................................................................................... 17
SANITARY ENTREPRENEUR ............................................................................................................................... 18
TERMS OF REFERENCE OF SANITARY ENTREPRENEUR (SUGGESTED) ............................................................ 18
NECESSARY SKILLS FOR A SANITARY ENTREPRENEURS .................................................................................. 19
RECORD KEEPING .............................................................................................................................................. 20
LINKAGES DEVELOPMENT .................................................................................................................................. 20
SUPPORT MECHANISMS FOR MARKETING THE BUSINESS .................................................................................. 21
Voucher System ............................................................................................................................................... 21
Loan recovery ................................................................................................................................................... 22
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Guiding Booklet for Entrepreneur
TRAINING AGENDA OF ENTREPRENEUR .................................................................................................. 24
REGISTRATION SHEET ........................................................................................................................................ 27
THE SELECTION CRITERION ............................................................................................................................... 28
TERMS OF REFERENCE OF SANITARY ENTREPRENEUR ................................................................................... 29
RECORD KEEPING FORMAT ............................................................................................................................... 30
ASSESSMENT FOR ENTREPRENEUR .................................................................................................................. 31
PRE/POST-TEST FOR THE TRAINEES ENTREPRENEUR ..................................................................................... 33
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Guiding Booklet for Entrepreneur
List of Abbreviations
BCC Behaviour Change Communication
CAP Community Action Plan
CBO Community Based Organization
CLTS Community-Led Total Sanitation
CRP Community Resource Person
CSO Civil Society Organization
EDO–E Executive District Officer - Education
EDO–H Executive District Officer – Health
EV Extreme Vulnerable
FGD Focus Group Discussion
GoP Government of Pakistan
HH Household
HW Hand Washing
IEC Information Education Communication
IP Implementing Partner
KAP Knowledge Attitude and Practice
KI Key Informant
LG&RD Local Government & Rural Development
LHW Leady Health Worker
LSO Local Support Organization
M&E Monitoring & Evaluation
MDG Million Development Goal
MTR Mid-Term Review/Evaluation
NFR Note For Record
NGO Non-Government Organization
NOC No Objection Certificate
ODF Open Defecation Free
PATS Pakistan Approach to Total Sanitation
PHED Public Health Engineering Department
PRA Participatory Rural Appraisal
PTA Parents Teachers Association
RSPN Rural Support Programmes Network
RuSFAD Rural Sanitation for Flood Affected Districts
SLTS School-Led Total Sanitation
SMC School Management Committee/Council
SO Social Organizer
SPSP Sanitation Programme at Scale in Pakistan
TORs Terms of References
TOT Training of Trainers
UNICEF United Nations International Children's Emergency Fund
WASH Water Sanitation and Hygiene
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Guiding Booklet for Entrepreneur
92% of the population has access to water
48% of the population has access to sanitation but details show that this access is inequitable
among the urban and rural population as only 34% of the rural population has access to
sanitation in comparison to 72% urban population.
Poor sanitation is one of the contributors of poverty and in Pakistan 22.3% 0f the population is
living below the poverty line and here again there is inequality in urban and rural population.
Poor sanitation coverage has increased the rate of malnutrition, mortality of under five
children, and poor sanitation in high risk polio districts is alarming as the affected cases may
rapidly effects a large population is poor sanitary conditions
Sanitation Situation in Pakistan
In Pakistan, diarrhoea is the leading cause of mortality for children under 5 (PDHS 2007-8) where
116,013 children under the age of 5 die due to diarrhoea each year, translating into the loss of life of 13
Pakistani children per hour (PDHS 2007-8). Children also suffer disproportionately from sickness due to
diarrheal disease with almost 25 million cases (PSLM 2006-7) reported annually. Major reasons for
diarrhoea are a lack of access to clean drinking water, poor hygiene status and, poor sanitation. The
already dismal situation of sanitation in Pakistan was further deteriorated by the devastating floods of
2010 which affected more than 20 million people across the country.
Pakistan is also lagging behind in achieving Millennium Development Goals (MDG) for Sanitation. The
UNICEF and WHO’s Joint Monitoring Program estimated (JMP 2012 update report) that sanitation
facilities are available only to 48% ( 72 % Urban, 34% Rural) but this number is still with huge disparities
that exist between rural and urban areas of the total population. In rural areas an estimated 34% of the
total rural population defecates in the open while only 26% has unimproved sanitation and only 6%
share sanitation facilities. An estimated 40 million people in Pakistan still practice open defecation which
therefore indicates a huge scope for providing improved sanitation facilities to the people in need.
The Pakistan National Sanitation Policy 2006 also focuses on creating an open defecation free (ODF)
environment using various total sanitation models. Based on lessons learned from the total sanitation
model previously implemented in Pakistan and keeping in view the socio economic, political, cultural and
rapid climate changes and frequent occurrence of disaster, a Pakistan Approach to Total Sanitation
(PATS) was introduced by the Ministry of Environment in 2011. As an integrated sanitation model, PATS
provides greater flexibility in programming and an opportunity to attain the Millennium Development
Goals (MDGs).
The Pakistan Approach to Total Sanitation (PATS) is achieving and sustaining an open defecation free
environment both in rural and urban context with clear emphasis towards behaviour change and social
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Guiding Booklet for Entrepreneur
mobilization enhancing the demand side of sanitation. The approach also endorses the use of a number
of branded total sanitation models, having a key role of communities, which include:
Community Led Total Sanitation
School Led Total Sanitation
Component Sharing
Sanitation Marketing
Disaster Response
SPSP – Rural & PATS integrated model
Based on experiences from RUSFAD, another program Sanitation Program at Scale in Pakistan (SPSP)
–Rural was initiated in 2012 in areas that were flood affected, had a high risk of Polio, and were
insecure. This program is being implemented in 14 districts of Pakistan through different implementing
partners. Under the Sanitation Program at Scale in Pakistan (SPSP) - Rural six (6) pillars of integrated
total sanitation model were introduced i, e. (1) linkages development with duty bearers, 2)sanitation
demand creation for ODF communities, 3) sustaining demand through supply side interventions, 4)
participatory health and hygiene promotion, 5) attaining 100% adequate drainage and waste water
treatment and 6) knowledge management. The integrated model is further illustrated through following
diagram:
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Guiding Booklet for Entrepreneur
Who will use this Guiding Booklet?
This guiding booklet responds to the demand for sanitation and how this demand can be sustained by
supply side interventions through promoting local sanitation entrepreneurship and establishment of
sanitation marts. This booklet will also facilitate the entrepreneurs in establishing his/her business and
guide entrepreneur for developing relationship and linkages with the stakeholders i,e. SO, CRP, factory
owners/manufactures and masons.
This guiding booklet can also be used by the person who is providing training on sanitation marketing
and entrepreneurship.
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Guiding Booklet for Entrepreneur
DISPLAY SLIDE FOR SANITATION AND COMPONENTS
What is Sanitation?
Sanitation: The processes whereby people demand, effect, and sustain a
hygienic and healthy environment for themselves by erecting barriers to
prevent the transmission of water and sanitation related diseases.
[Safe disposal of both liquid and dry waste is regarded sanitation,
technical definition]
It refers to the combination of hardware and software components that
are necessary to produce a healthy environment and to develop or
support safe hygiene behaviours.
Examples of Hard components: 1. Hand pump, 2.Tap connection, 3. Rain
water tank, 1. Construction of Latrine, 2. Water container for hand
washing.
Examples of Soft Components: 1. Hygiene behavioural change, and
Activist training
Introduction to Sanitation
Sanitation: The processes whereby
people demand, effect, and sustain a
hygienic and healthy environment for
themselves by erecting barriers to
prevent the transmission of water and
sanitation related diseases.
Climbing ladder towards
sanitation Ladder
The sanitation ladder is one of the important concepts for the planners, implementer’s and the communities in which sanitation programs is implemented. It focuses that once a step on sanitation ladder is achieved at the community level or individual level the one always try to sustain the achievement or move up on the ladder.
1. If no resource or facility is available then the faecal matter can be covered with mud. In order to take the first step on to the “Sanitation Ladder” behavior change is critical.
2. In areas where successful social mobilization
has triggered behavior change, the next issue
is technology options to contain and confine
human excreta. The most convenient and
cheapest option available is pit latrine.
3. Once the community is sensitized and trained
for fixed point defecation, they can be
explained the option of ventilated improved
soakage pit latrine.
The next step of improved sanitation is pour
flush twin soakage latrine.
4. The best and most highly recommended
standard of sanitation for a community is
septic tank with soakage pit OR sewer line.
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Guiding Booklet for Entrepreneur
Marketing
Marketing is defined as “the science and art of exploring, creating, and delivering value to satisfy the
needs of a target market at a profit.” The Marketing process starts with identification of a need or desire,
followed by quantifying the size of the identified market, and culminates in designing and promoting the
most suitable product or service while ensuring customer loyalty. In short, commercial marketing refers
to identifying a need and fulfilling it profitably. Marketing performs these functions through the use of the
marketing mix, a marketing tool that considers the Product, Price, Placement and Promotion to create a
holistic offer.
Despite taking the concept of marketing from Commercial Marketing, the discipline of Social Marketing
stands apart due to its focus on creating or influencing social behaviours that are of benefit to the
audience and society rather than for profit. Born in the 1970s, social marketing refers to the design and
implementation of programs that can bring positive social dividends by utilizing concepts from
commercial marketing. Where the commercial marketing rests on the 4 Ps, social marketing adds a few
more P’s to the equation- The Public, Partnerships, Policy and Purse Strings (i.e. the funding capacity of
donors). Among the many colors of Social Marketing, Sanitation Marketing is arguably one of the most
prominent fields. Sanitation Marketing works on both ends of the market; it creates demand of the latrine
product by sensitizing community about the demerits of Open Defecation, whereas it works to bring easy
latrine solutions to the community by intervening in the supply side.
It is the process of communicating the value of a product or service to customer for the purpose of
selling that product or service.
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Guiding Booklet for Entrepreneur
It is significant to understand that concept of marketing revolves around marketing research, knowledge
of target market, knowing the competitors, developing the action plan for the promotion, setting the price
and position of the product, branding the product and the budget.
Commercial Marketing
Marketing in its true sense is the commercial marketing where as the social marketing is the
transformation of the idea of commercial marketing. The idea of commercial marketing is to sell the
goods, services and facilities to the eligible customers through marketing techniques. The commercial
marketing is based on the 4-Ps of sanitation which are discussed in the latter section of this guides.
Social Marketing
Based on the ideas of commercial marketing the spirit is to sell the goods, services and facilities which
belongs to social welfare and collective benefits of the communities. It’s like selling the ideas of health
behaviours and practices.
The social marketing can be defined as a promotional business idea to increase the awareness about a
social welfare campaign. The social marketing works on the basic principles of commercial marketing to
achieve the social benefits like use of safe sanitary latrine solutions to improve the health of community.
The social marketing works on the themes of behaviour change, hence it is of significance to understand
about the behaviours that are required to change. The drivers for social marketing will be drawn from the
various tools which will help the program in developing the behaviour change campaign.
1. Social Mapping
2. Problem Tree
3. Market Analysis
4. Enabling Environment
Sanitation Marketing
Sanitation marketing is an approach which utilizes the social and commercial marketing approaches to
scale up the supply and demand to contribute in improving the sanitation services and products.
Sanitation marketing adopts the successful marketing strategies which are based on the facts of real
time market research. The logical models use most appropriate skills and knowledge to determine the
requirements of the customers and hence, use the resources efficiently to generate the profits in
exchange process.
The core concept of sanitation marketing is to sell the sanitation products and services to the customers,
generating profits and eventually expanding the sanitation coverage. It covers the demand and supply
interventions, development and execution of Behaviour Change Communication (BCC) campaigns, and
monitoring and evaluation of sanitation marketing interventions services, the transformation of supply
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Guiding Booklet for Entrepreneur
The factors that affect
the price of a product
1-Supply Chain 2-Demand of the product 3-Cost of the Product
Price
List Price
Discounts
Allowances
Credits
Payment Period
side actors, and the involvement of government sector in policing, the participation of micro finance
institutions, the connection of corporate sector and the sales follow up mechanisms.
Sanitation Entrepreneur
A sanitation entrepreneur is the key driving force in the field of Sanitation Marketing. His entrepreneurial
spirit does not let him leave the issue of sanitation to the government or the business sector and he rises
to the occasion with a zest for innovation. A sanitation entrepreneur is determined to play the role of
change agent for his society; he seizes opportunities in the sanitation business that others miss, seeks
to alter behaviour that others take for granted, and innovates solutions when the rest follow norms.
Demand Creation: As in Pakistan the access to sanitation is limited and only 48% of the population has
access to sanitation. This shows that there is a great demand of sanitary products and services which
can be created through successful campaigning. This requires the use of media, mass media
campaigns, street theatres, sanitation melas, and events in school with the school children. Once the
successful campaigning is done the effort may result in change of behaviours and priorities of the
community for sanitation products and services. One must understand that the demand creation is not
limited to successful campaigning as the demand creation can be done by providing enabling
environment like providing certain privileges to the household who practice safe sanitation or initiation of
development work on priority in the villages who are declared ODF.
Supply: Once the demand of certain product or service is generated it is significant to work
simultaneously on the supply side of the product. The profit margins can be increased by working on the
supply chain and price of the product can also be reduced.
4-Ps of sanitation marketing
Price Mechanisms
For a sanitary entrepreneur it is important to understand that the price of a
product is very important for the supplier as it may increase or decrease
the demand of the product and may disturb the profit margins. The price of
the products is dependent on the supply chain and as the number of end users increases, the price of
the product also increases. The routine supply chain for a sanitary product may be
In this traditional approach at each level the profit margins are added
and secondly the transportation of the material further adds up in the
price. The transportation at each level of sanitary marts also affects the
price of a product; one must consider that the cost of transport may be
different in different geographical areas.
Manufacturer of Sanitation Product
Sole Distributor of Sanitary Product
Distrcit Sanitary Mart Owner
Rural Sanitatry Mart
End User
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Guiding Booklet for Entrepreneur
Factors that increase the acceptability of latrine model
Quality
Durability
Price
Product variety: Color, Design, Sizes
Culturally acceptability
Accessibility /Availability
Services
Warranty
Return
Brand name packaging
Latrine Solution
Bricks
Sand
Crush stones
Cement
Pipes
Latrine pan
Labor
Transportation
Masonry tools (Mixing
plate etc )
Place
Channels
Coverage
Transportation
Location
Inventory (Catalog)
Transport
Assortment (Range)
Promotional Tools
Sanitation campaign
Involving the Mason Using CRPs as a sales person
Effective Wall Chalking
Face to face marketing
Village Gathering
Discount Deals
CRP session Sales Motivation
Advertisement at local Cable networks and FM Radio
Product Design
Product design is one of the important aspects in sanitation marketing
that needs an understanding; as none of the sanitary mart owner or
manufacturer offers a complete latrine product which includes several
options that can be installed by a technical person. Hence latrine
technology and latrine product are neither similar concepts and nor
can be interchangeably used in communication. There is a great
difference between the two concepts. A latrine technology consists of
various components that may or may not be procured from a single
vendor. This can be called a latrine solution. So a complete latrine
solution may have multiple components.
There are certain important factors that definitely affect the acceptance
of certain latrine models and will increase the demand of a product.
Placement Dynamics
The shop location is important in any business. Although it is well understood by the entrepreneur but not well practiced among the sanitary business owners. The marketing strategy has emphasized on the placement dynamics as it is a significant tool for business success. Right place at the right time can lead to increased profitability. The general principles involved in placement dynamics are mentioned here in the form of check list which can be practiced by sanitation mart owners.
Is it a busy place, how many people daily use the way like,
vehicles, and passerby?
Are there other competitors in the near vicinity?
Visibility of Shop
General Surrounding
Access to utilities
Easy to access by the customer
Transport facility
Security Situation
Direction of growth of area
Distance from mosque, school, and playground To decide about the placement of business, the mentioned points must
be evaluated for their positive and negative impacts in a given setting.
Promotion Mix
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Guiding Booklet for Entrepreneur
Important Considerations for
super structure
Air circulation
• Easy to access at night • It avoids possible visibility from
outside • Recommended to use local
materials
• Hand washing facility is provided
Important Consideration for on ground
Structure
• There is a lid on the hole to prevent
its exposure to insects and other
vectors
• The slab is constructed by paying
attention the user’s safety (not
slippery, collapsing and slipping into
the pit, etc)
• It prevents possible unpleasant odor
from excrement in the pit
• Easy to maintain
• Preferable to use local materials
• Ventilation system
• Permanent structure with a manhole
Promotion is an important aspect of marketing. In a lay man language this can be called as the promotion of certain product or service to increase its demand .The Promotion requires appropriate tools to create awareness and spread of message to the expected audience. For promotion following must be given due consideration
• Durability of promotional messages
• Message must be short and clear
• Visual acceptability
• Cultural Context
• Aspect of entertainment Some of the important means for promotion are given as a guide.
Benefits of Latrine
Dignity and privacy
Clean environment
Improved sanitation and hygiene
Safety
Saves time and money, and produces compost and biogas for energy
Breaks the transmission cycle of sanitation related diseases.
The latrine solution has three important components
1. Superstructure -Above-ground part
This part is consisting of roof, wall, small window for ventilation
and door. Each part of superstructure is constructed to provide
safety, security and acceptance of design in community.
Roof gives privacy and protection to the user from the sun,
wind, and rain.
Frame is used to support the roof and walls. It can be
made of bamboo, wood, etc.
Walls are part of the superstructure. They give privacy
and protection to the user. They can be made of
bricks, bamboo, weather proof sheets.
On Ground Structure
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Guiding Booklet for Entrepreneur
Important Consideration in Sub
Structure
• Groundwater table
• Type of soil
• Structure type, distance and
slope from a water source
(preferably above 10m)
• Availability of Land
• Preferable to use local material
Advertising: It is the strategy by which
you can aware your expected clients
about the service or a product.
Advertising is part of marketing plan.
Branding: Brand is the trust that is
adhered to a certain product or service.
Brands have many characteristics
which are advertised to convince the
customers and tag the service or a
product with the characteristic.
Marketing: Marketing is a bigger
concepts or umbrella under which the
activities of branding and advertising
are conducted.
This is the slab which is used to cover the pit and provides the foot rest for the user. This can be made
from any material which provides the strength to avoid breakage while in use, easy to clean. One can
use bamboo with clay for this purpose. Concrete slabs are also in use. Depending upon the type of
latrine additional water jar in case of VIP, Pour flush latrines whereas the ash or mud jars are part of
ground structure in dry pit latrine. The dry pit latrines have an additional lid to cover the pit after use.
Sub Structure
A pit is an underground hole that can be square, round or
rectangular, but a round pit is the strongest. Maximum depth
depends on the soil conditions and ground water levels. In
unstable soils, the pit may have to be fully or partly lined with
woven bamboo, bricks, concrete rings, etc.
Branding
For Successful business branding is one the important steps.
It is the name, sign, symbol, design or combination of these that
is intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of other
sellers. The brands tend to create the sense of realization that
the certain brand is the only solution to their problem. The
successful brand will be:
• Delivers the message clearly
• Confirms credibility
• Connects with target prospects emotionally
• Motivates the buyer
• Achieve user Loyalty
Entrepreneurship
It is the set of abilities that are needed to improve what we have and the struggle to create new goods
and services based on available resources. The entrepreneurship welcomes innovative ideas, thoughts
to create or refine the existing products in terms of design, access, availability, cost, efficiency efficacy
and sustainability.
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Guiding Booklet for Entrepreneur
Entrepreneurship is identifying and starting a business venture, sourcing and organizing the resources
required and taking both risks and rewards associated with it.
Sanitary Entrepreneur
The sanitary entrepreneur is a person who is deeply interested in the selling of sanitary products and
services, which means that there has to be a belief in the product by the entrepreneur. The person must
be a risk taker and is able to generate seed funding for his/her business venture through angel investors
(friends and family). A sanitary entrepreneur will utilize these abilities to sell the sanitary products and
services.
The selection criterion for the entrepreneur is suggested to be as follow:
S No Criteria Yes No
1 The person should be a local resident and ideally has a running business
2 The person is willing to invest in sanitation business
3 The person is willing to further explore the sanitation business opportunities
Terms of Reference of Sanitary Entrepreneur (suggested)
As the sanitary entrepreneur will be part of sanitation marketing program hence his selection and terms
of reference will be pre-defined. The TOR of entrepreneurs mentioned in this guide book is flexible and
can be changed as per the need and requirements of the program.
He /she will be available and willing to attend /participate in all the trainings being scheduled during the program implementation.
The entrepreneur will develop linkages with internal and external stake holders of the project.
The entrepreneur will develop linkages with the factory owners to provide the community various latrine products at a reduced price
The entrepreneur will keep the record of the sales and supplies and will share the same for the audit purposes
The entrepreneur will welcome the microfinance and micro credit schemes introduced by the partner
He /She will be part of awareness raising campaigns in the area
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Guiding Booklet for Entrepreneur
Necessary skills for a Sanitary Entrepreneurs
As a successful entrepreneur, will have to work closely with people – this is where it is critical to be able to build great relationships with team, customers, suppliers, shareholders, investors,
Risk Tolerance: He is able to take risks, and make right decisions when facts are uncertain?
Resiliency. The ability to weather the ups and downs of any business since it never goes exactly the way the business plan described it. This skill enables the entrepreneur to keep going when the outlook is bleak.
.Focus. After setting a long term vision, knowing how to “focus” on the very next step to get closer to the ultimate goal. There are so many distracting forces when trying to build a business that this skill is not easy to master.
Invest for the long-term. Most entrepreneurs are not patient and focus only on what comes next, rather than where the company needs to go. Overnight success may take 7 to 10 years. Entrepreneurs need to stop, pause and plan on a quarterly basis.
Find and manage people. Only by learning to leverage employees, vendors and other resources will an entrepreneur build a scalable company. They need to learn to network to meet the right people. Entrepreneurs strive to guarantee they will get honest and timely feedback from all these sources.
Sell. Every entrepreneur is a sales person whether they want to be or not. They are either selling their ideas, products or services to customers, investors or employees. They work to be there when customers are ready to buy. Alternately, they know how to let go and move on when they are not.
Learn. Successful entrepreneurs realize they don’t know everything and the market is constantly changing. They stay up to date on new systems, technology, and industry trends.
Self-reflection. Allow downtime to reflect on the past and plan for the future. Always working only leads to burnout physically and emotionally.
Self-reliance: While there is a lot of help for the entrepreneur, in the end, they need to be resourceful enough to depend on themselves.
Leadership and Motivation: As a successful entrepreneur, one has to depend on others to get beyond a very early stage in your business
Communication Skills: Are you competent with all types of communication? You need to be able to communicate well to sell your vision of the future to investors, potential clients, team members, and more.
Listening: Do you hear what others are telling you? Your ability to listen can make or break you as an entrepreneur. Make sure that you're skilled at active listening and empathetic listening.
Personal Relations: Are you emotionally intelligent? The higher your EI, the easier it will be for you to work with others. The good news is that you can improve your emotional intelligence!
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Guiding Booklet for Entrepreneur
Negotiation: Are you a good negotiator? Not only do you need to negotiate keen prices, you also need to be able to resolve differences between people in a positive, mutually beneficial way.
Ethics: Do you deal with people based on respect, integrity, fairness, and truthfulness? Can you
lead ethically? You'll find it hard to build a happy, committed team if you deal with people – staff,
customers or suppliers – in a shabby way.
Record Keeping
Various record keeping formats are available with sanitary mart owners but it is important to understand what simple record keeping is and why it is important. Record keeping is to keep a track of the business paper work. Record keeping if followed properly will help the entrepreneur to monitor their own sale record. The record keeping will help the entrepreneur to develop monitoring tools of the business and will provide information for important business decisions.
Purpose of Record Keeping is:
• To understand the money coming and going out (Cash Flow) of the business.
• To make important decision about the business.
• To gauge the market trends.
• To monitor the work and finances.
Linkages development
The sanitary entrepreneur has to rely on the stakeholders for developing successful sanitation marketing strategy hence it is important that sanitary entrepreneur know about the stake holders who are directly linked with sanitation program and can be one of the important link in awareness raising and part of sanitation campaigns; A few of them are
SO
CRP
VSC
Sanitary Marts/Local Manufacturers
Masons
The role of external stake holders can be variable and they may not be directly part of sanitation
program activities. One must know that external stakeholders can be;
District level marts
Factories supply sanitation products and services
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Guiding Booklet for Entrepreneur
Voucher System:
A lending organization and entrepreneur will sign MOU that the lending organization will procure all the latrine material and hand over to the entrepreneur. Entrepreneur will link the people who want to construct the latrine in their house with the lending organization. The lending organization will give 4-5 vouchers to a person catering an equal amount on the term and conditions that buyer will have the amount of first voucher to the lending organization at the time of taking over all 4-5 vouchers. After receiving all the vouchers, the person will visit entrepreneur shop and collect all the material. The remaining cost of the voucher will be paid by the person to the lending organization
Micro financing institutes
Individual providing transportation
Masons
Support mechanisms for marketing the business
Sanitation marketing is a new field in Pakistan, whereas the challenges it has to deal are huge. To cope
up with situation and creating an enabling environment for behaviour change; it is of extreme importance
to help the financial support to end user with multiple mechanisms. Some of the options can be:
Voucher System
Merits
i. Once the system is functional the organization may facilitate the poorest of the poor.
De-Merits
i. Granter is required, which may not be available. ii. A lending organization is required
Merits
Direct entrepreneur will be involved in lending the money. Demerits
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Guiding Booklet for Entrepreneur
The lending of the material will depend on the entrepreneur and the granter availability may be difficult
Loan recovery
Merits
i. Only lending organization is involved in lending the material, entrepreneur will be paid directly through the lending organization.
ii. Lending organization will work out to find the modalities by which the lender of the loan will pay back the money to the lending organization.
Demerits
i. The lending organization has to go through detailed action planning before the material is provided.
ii. May be more time taking.
Credit System:
The entrepreneur will sign a term of reference with the client which assures that in certain time period the client will pay back the material cost, that cost can be paid in one go or in several instalments. One of the communities notable will sign those agreements as a granter. On such terms and condition the entrepreneur will lend the latrine material to the household for the construction of the latrine.
Loan Recovery
Loan Recovery
The lending organizations will recover the loan. Initially a selected number of the households through criteria will be given the loan to construct the latrine. The loan will be in the form of latrine material. The lending organization will recover the money in small instalments.
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Guiding Booklet for Entrepreneur
AGENDA Day 1
The day 1 session will start from 0845 and will end at1330
Registration of Participants 15 min
Recitation from the Holy Quran 5 min
Introduction of Participants 25 min
Norms or expectations of Participants 30 min
Objectives of Training 30 min
Introduction of Sanitation 30 min
Sanitation Issues 30 min
Type of Latrine 45 min
Day 1 –Two Way Feed Back 30 min
AGENDA Day 2
The Day 2 sessions will start from 0845 and will end at 1330
Recitation from the Holy Quran 5 min
Review of day-one 25 min
Low Cost Sanitation Options 30 min
Sanitation Marketing-4Ps of Marketing 45 min
Linkage development with SO, CRP, VSC, Mason Proper maintenance of record 30min
Lost Cost Latrine Construction Options 30 min
Support mechanisms for Enhancing Sanitation marketing 60 min
End of sessions
24
Guiding Booklet for Entrepreneur
Training Agenda of entrepreneur
Day 1
Time Session Contents and expected outcomes Methodology Responsibl
e person
0845-0900 Registration of
Participants
The participants will register themselves on given registration form Registration form
0900-0905 Recitation of Holy
Quran
One of the participant will recite verses from Holy Quran Volunteer
0905-0930 Introduction of
Participants
The participants will be asked to shuffle and then each participant
will chose the person on his immediate next as his or her partner
and will take brief interview of each other and then participants will
be asked to introduce each other. It will be appreciated if the
participants come up with most innovative and interesting way of
introducing the partner
Pair introduction
0930-1000 Norms and
expectation of the
participants
The participants will be asked to set the class room rules. One of
the participants will be asked to volunteer so that he/she can enlist
the rules and norms for the class. Guide the participants to be
specific in finalizing the rules. The facilitator will only facilitate the
group to build their confidence and ownership
Ice breaking
1000-1030 Objective of the
training
The facilitator will display the objectives on a slide and will explain
each objective to clarify what the facilitator intends to facilitate in a
two day training session
Presentation
1030-1045 Tea Break
1045-1115 Introduction of
sanitation
The participants will be briefed with regards to following topics: Presentation
25
Guiding Booklet for Entrepreneur
Time Session Contents and expected outcomes Methodology Responsibl
e person
What is sanitation
Importance of sanitation and role of private sector
Discussion
Group work
1115-1215 Sanitation Issues The participants will be divided into groups and will b assigned the
task to identify the sanitation issues on the local level
Group Work
Presentation
1215-1300 Type of latrines The participation will share their ideas and existing knowledge with
regards to types of latrine construction
Brainstorming
1300-1330 Two way Feedback
of the day
The participants will share their modes for the day Participatory
1330 Lunch & Prayer
Day 2
0900-0905 Recitation of Holy
Quran
One of the participant will recite verses from Holy Quran Participants
0905-0930 Review of day one The participants will be asked to share their previous day review. It
will be appropriate if the facilitator involve every participant in group
discussion.
Participatory
0930-1000 Low cost sanitation
options
The participants will be given overview with regards to different
designs of low cost latrines construction
Presentation
1000-1015 Tea break
1015-1100 Sanitation marketing The understanding of the participants will be developed on the
difference between marketing and sale along with importance and
Presentation
26
Guiding Booklet for Entrepreneur
Time Session Contents and expected outcomes Methodology Responsibl
e person
-
4Ps of marketing
implementation of 4 Ps of Marketing i.e. Product, Place, Price,
Promotion along with product placement
1100-1130 Linkages
development with
SO, CRP, VSC,
Mason
Proper maintenance
of record
The participants will be briefed about establishing and maintaining
active working association between SO, CRP, VSC and Mason
Presentation
1130-1200 Lost cost latrine
construction options
The participants will be divided into groups and will be asked to
design the low cost latrine and material used in it
Group Work
Presentation
1230-1330 Support mechanism
for enhancing
sanitation marketing
The participants will be briefed about the following:
Voucher System
Loan Recovery
Credit Facility ( Merits and de-merits)
Presentation and
discussions
1330 Lunch & Prayer
27
Guiding Booklet for Entrepreneur
Registration sheet
Entrepreneur Data Base
S. No
Name
Gender Age
District UC Address Contact
Education Experience (business)
M F
18 to 22
23 to 28
29 to 34 35 + Primary Middle Matric
FA
BA
MA > = 5
6 to 10
11 to 15
28
Guiding Booklet for Entrepreneur
The selection criterion for the entrepreneur is suggested to be as follow
S No Criteria Yes No
1 The person should be a local resident and ideally has a running business
2 The person is willing to invest in sanitation business
3 The person is willing to further explore the sanitation business
29
Guiding Booklet for Entrepreneur
Terms of Reference of Sanitary Entrepreneur
As the sanitary entrepreneur will be part of sanitation marketing programme, hence his selection
and terms of reference will be pre-defined. The ToRs of entrepreneurs is mentioned in this
guide book is flexible and can be changed as per the need and requirements of the program.
He /she will be available and willing to attend /participate in all the trainings being scheduled during the program implementation;
The entrepreneur will develop linkages with internal and external stake holders of the project;
The entrepreneur will develop linkages with the factory owners;
The entrepreneur will keep the record of the sales and supplies and will share the same for the audit purposes;
The entrepreneur will welcome the microfinance and micro credit schemes introduced by the partner (if any) and
He /She will be part of awareness raising campaigns in the area will develop
linkages with the factory owners to provide the community with latrine products at
a reasonable price.
30
Guiding Booklet for Entrepreneur
Record Keeping Format
31
Guiding Booklet for Entrepreneur
Assessment for Entrepreneur
Name of the entrepreneur: ----------------------- Age: ------------------ education: ------------------------------
Village: __________________ UC_____________ Tehsil: ____________
Distt._______________________
CNIC Number ___________________________ Account Number_____________
Bank_______________
Marital status: --------------------------- No of the children: --------------- Family status-------------------------
Total member of the family: -------------------------- profession: -----------------------------------------------------
Monthly earning: ----------------------------------------------------------------------------------------------------------------
Knowledge and Skills:
a) Business set up/ shop i) yes _____ ii) No _______. If yes specify________________
b) Marketing skills: i) yes______ ii)No ________ if
yes then rank i) Average ii) good ii) very good
c) Interest in Sanitation Marketing: i) Yes ______________ ii) No _______________
d) Awareness about Sanitation and hygiene: i)yes_________ ii) No____________
e) Willingness to work for the promotion of sanitation and hygiene: i) Yes ____ ii) No______
Linkages:
a) Linkages with Community: i) Yes ____________ ii) No ____________________
b) Linkages with Masson: i) yes ___ ii) No____________, if yes then give number______
c) Linkages with Union Council / TMA: i) Yes _______________ ii) No ___________
d) Linkages with village level social worker: i) Yes __________ ii) No_______________
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Guiding Booklet for Entrepreneur
Scope of sanitation business/ entrepreneurship:
a) Scope and potential of sanitation business: i) weak ____ ii) Average _____iii)Good___
b) List of sanitation material needed for sanitation business promotion:
_____________________________________________________________________________
_____________________________________________________________________________
__________________
c) Recommendation/ Remarks of Village Sanitation committee:
_____________________________________________________________________________
_____________________________________________________________________________
__________________
d) Remarks of Social Organizer:
_____________________________________________________________________________
_____________________________________________________________________________
__________________
e) District Project Manager Sign Project Manger Sign:
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Guiding Booklet for Entrepreneur
Pre/Post-test for the trainees Entrepreneur
Date _____________ Venue_______________
Name of the trainee Designation
Organization District
Trainer’s Name
A. Please write true/false against statements given below:
S#
Statement
True
False
1.
Currently in Pakistan, 52 % of population does not have access to sanitation facility and they can be eligible clients of sanitation services and products
2. Sanitation Marketing is not part of PATS approach
3. Entrepreneur and School children can play very active role in demand creation
4. Marketing and advertising the business is one and the same thing
5. Social Marketing is to sell the ideas, products and services and messages of social welfare
6. Problem tree analysis helps to find solutions by mapping out the causes and effect around an issue
7. Record keeping is used to keep the paper record of all the products given on credit to the customer so the entrepreneur is not providing credit services then it may not be necessary to keep the record of sales
8. “ODF” status of a community means that “community is protected against natural disasters”
9. Multiple actors in supply chain can reduce the price of the product for end user
10. Sanitation Marketing is a concepts about establishing vegetable Market in the village
11. The minimum cost for construction of a latrine is 35 thousands rupees
12. Successful Promotion of a product can only be done through radio and TV.
13. “Demand Creation” is one of the components of BCC campaign
14. Different variety of latrine products will reduce the sales as the customer will not be able to choose the right product
Signature by Trainee: _________________________
Guiding Booklet for Entrepreneur
Rural Support Programmes Network (RSPN)
House No.07, Street 49, F-6/4 Islamabad, Pakistan
Tel: 00-92-51-2829141, 2829556,
2822476, 2826792, 2821736
Fax: 00-92-51-2829115
Email: [email protected]
Web: www.rspn.org