here - TU Delft

3ColophonPrinted on recycled paperEditors: Prabhu Kandachar, Ilona de Jongh and Jan Carel DiehlCover design: Ilona de JonghDesigning for Emerging Markets, Design of Products and ServicesIDE Master’s Projects - 3Edition March 2009ISBN 978-90-5155-052-8© 2009 Delft University of TechnologyAll rights reserved. No part of this book may be reproducedor transmitted in any form or by any means, electronically ormechanical, including photocopying, recording or by any otherinformation storage and retrieval system without explicit writtenpermission from the authors.Delft University of TechnologyFaculty of Industrial Design EngineeringLandbergstraat 152628 CE DELFTwww.io.tudelft.nl/BoPPhone +31 (0) 15 278 3034Fax +31 (0) 15 278 1839E-mail p.v.kandachar@tudelft.nlj.c.diehl@tudelft.nli.k.dejongh@tudelft.nlbop-io@tudelft.nl

CompanyGraduation dateIn order to get an understanding on how the anticipated customer reactedon the mobile store, the Cambodian translator was asked to drive aroundthe rural areas to obtain feedback. In the first place he acted as microentrepreneurwho se ls products, consequently he interviewed the potentialcustomers.The bilingual logo on the side of the glass fibre reinforced carrier.Project FocusEach project in this booklet is performed with thought forall three pillars of responsible business: People, Planetand Profit. Sometimes however, a more nuanced focus isdistinguished. This distincton is indicated for each projecton the upper left side of the page, using the followingsymbols.PeopleEducationHealthFood & NutritionPlanetWater€ProfitEnergyLegendHousingOn the right side of the pages with project summaries, thespecific domain(s) of the project are indicated with use oficons. On the right side of this page all icons are shown withthe correspding domain in words. This can be used as aMaterialsreference throughout this book, or as a search tool for casesin a specific domain.€Kamworks December 14, 2007Mobile Solar Kiosk forMicro-EntrepeneursMiriam Reitenbachwww.kamworks.comConnectivityDespite recent progress, the Cambodian economy stilltechnical requirements.application of glass fibre reinforced plastic an attractive andhas to reconstitute from the effects of the civil war. TheInterviews with potential customers of the solar productseye-catching form of the carrier could be achieved.population often lacks education and productive skills,revealed that Cambodians were not yet familiar with solarIn the context of a holistic approach this project did notwhich leads to a high unemployment rate, especially inenergy in general and that the way of communicating andonly focus on the design and construction of the kiosk, butthe countryside. About 40% of the population lives belowexplaining products forms a major criterion for the successalso presented recommendations on how to communicatepoverty line and has to live of less than 1$ per day. Asof the sales results.to the local customers in an effective and adequate way,90% of the Cambodian population does not have accessto a secure electricity infrastructure, economic and socialprogress are slowed down as well.These circumstances set the framework of Kamworks’business idea: securing sophisticated energy and lightsupply and creating new jobs for young Cambodians. Asthe country receives approximately five full sun hours eachday, solar energy is one of the promising technologies. Theobjective of this graduation project was the design anddevelopment of a mobile solar kiosk for Cambodian microentrepreneurs,enabling the setup of a self-sustainingbusiness by distributing solar products to the rural area ofCambodia, in continuation of the intensive collaborationbetween Kamworks and Delft University of Technology, seepage 116 .Extreme road conditionsThrough intense user and context research in Cambodia,technical and usability criteria were defined, as well associal and cultural influences. These formed the frameworkof this project. The first constraint was the underdevelopedroad network and the extremely bad road conditions. Also,with heavy rain seasons from May until October the roadconditions get even worse which poses a challenge to theThe outcomes of this research were translated into a finalconcept that was refined by means of iteratively building andtesting the prototype to guarantee not only the technicalfeasibility of the mobile store, but also acceptance amongthe future users - the micro-entrepreneurs.Biking without pedalingThe final design was a three-wheeled electric bicycle thatcan be recharged by solar energy. By making use of thisrenewable energy technology and being remarkably lighterthan existing mobile stores, this vehicle is less polluting thantraditional motorised stores and can contribute to promotesustainable energy in an effective way. User tests showedthat an electric bike caught the attention of the customerimmediately as most rural people never saw someonedriving on a bike without pedalling before.In order to cope with the bad road conditions a newsuspension system was developed that can damp thewheels individually which makes it much easier to drive andsteer the vehicle, even on bumpy and unpaved roads.In the front part of this mobile solar kiosk a yellow carrieris mounted that serves not only to transport the solarproducts, but also as a store front when the lid is opened.Due to the, for the local context, innovative materialsuch as a LED display and posters explaining the benefitsand cost savings of solar products. Additionally, a newbilingual brand name and logo was created that made itpossible to communicate with Khmer customers as well asWestern stakeholders and contributes to a quality image ofthe mobile solar kiosk.Local Production and maintenanceWhen designing the mobile kiosk, only locally availablematerials and production techniques were considered inorder to generate local income, as local manufacturing wasone of the greatest requirements for the design. Thesemanufacturing experts of the kiosk would also be able totake care of the maintenance and reparations, keeping allthe work and the money local.€Designing & ToolsEntrepreneurship€56574

5Photo: Jimmy Ho

Rice Fieldsnear CulikBali, Indonesia6

Preface7Base of the Pyramid projects executed all over the world by students fromDelft University of Technology, in the time period between 2004 and 2009.The number of student projects at the Faculty of IndustrialDesign Engineering relevant to the Base of the Pyramid(BoP) has increased enormously since 2002, when thecourse “Advanced Products” for Master’s students starteda small experiment with projects focused on developingcountires was started. The increase of projects is due toseveral reasons.Firstly, students of our Faculty have shown great interestand enthusiasm to design products and services to meetthe needs of the citizens of the BoP. Secondly, the conceptof BoP has attracted the attention of many Dutch andEuropean entrepreneurs, leading to several assignments forour students, often in collaboration with people living at theeconomic BoP. Thirdly, the supervising staff of our Facultyis equally active in supportingsuch initiatives. And lastly, moreand more Non-GovernmentalOrganizations (NGOs), both inthe Netherlands and in some BoPcountries, have been opening uptheir doors to such trials.But what is this BoP? Baseof the Pyramid (or Bottom ofthe Pyramid, as it is sometimestermed) refers to the 4-billionplus poor mostly in non-westerncountries in Asia, Latin America,and Africa, living on incomesless than $3260 1 per year. Someparts of these geographicalregions, such as China, India,Brazil, Russia, have marketsexperiencing phenomenaleconomic growth not unnoticed1 Monica Touesnard, http://www.bopnetwork.org/

y the affluent west.Although the BoP strategy to serve the underserved,namely the poor in developing countries, has attracted theattention of scientists and entrepreneurs worldwide, thescientific publications in this area until now are often frommanagement sciences, often extending the concepts ofcorporate social responsibility, sustainability, etc.The uniqueness of our Faculty of Industrial DesignEngineering lies in its human centered approach. Needs arethe central driving force uniting technology and business.By tradition our Faculty has propagated the practice ofdesigning products and services to meet the human needs.The BoP strategy has stimulated us to look also at the needsof the underserved, which represent a huge market andwas hitherto unattended.The foundation for the BoP strategy was laid by Prahalad& Hart 2 , in their publication published in the first quarterof 2002, promising fortune for entrepreneurs and at thesame time offering perspectives to the poor world majorityto escape from the poverty. This caught public attentionand unleashed an extensive response from academics,businesses, NGOs and others. Prahalad’s book 3 delves indepth by proposing a framework for the active engagementof the private sector and suggesting a basis for a profitablewin-win engagement. This vision of untapped great wealthin the world waiting to be explored & exploited by humaningenuity, by designing products and services to meet theneeds of the world’s poor, and then efficiently manufacturing& distributing by the capabilities of the modern corporation,Prahalad contends, needs innovations.2 The Fortune at the Bottom of the Pyramid, Strategy+business,issue 26, First quarter 2002, p. 1- 14 (Booz Allen Hamiliton)3 The Fortune at the Bottom of the Pyramid: Eradicating PovertyThrough Profits, ISBN-10: 0-13-146750-6; ISBN-13: 978-0-13-146750-7 (Published 2004) Pages: 432.Millennium Development GoalsThe extensive response to these ideas is likely due to thelimited success of developmental assistance to alleviatepoverty in the past 50 years. For more than 50 years, theWorld Bank, donor nations, various aid agencies, nationalgovernments, and civil society organizations have all foughtthe good fight, but have not been able to eradicate povertyyet. The adoption of the Millennium Development Goals(MDG) by the United Nations only underscores that reality.Poverty has remained one of the world’s most dauntingproblems even as we enter the 21st Century. Prahaladadvocates an alternative approach to help the poor.Science Spread over the WorldThe projects described in this book are a result of severalstudents, entrepreneurs and academic staff stimulated bythis strategy. The BoP concept is spreading to all parts of theworld, both within the rich and in the poor countries. Thisis also reflected by the geographical spread of the projectsexecuted at our Faculty, as can be seen in the picture onthe opposite page.It can also be observed that the projects cover verydiverse needs, from Water to Energy, from Healthcare toEducation, and more. These projects could not have beenexecuted without the involvement of students, companies,NGOs, and professors. Together they have set up a baseto develop a new knowledge domain full of challenges andopportunities. Thank you all!Prabhu KandacharFaculty of Industrial Design EngineeringDelft University of TechnologyMarch 20098Preface8

9Table of ContentsProject Focus 2Preface 6Introduction Prabhu Kandachar Challenges for Industrial Designers 10Student ProjectsInge van de Wouw Dec 8, 08 Lamp with insect repellent 26Aparna Bhasker 2009 India Moves: Economic Empowerment of Rural Disabled 28Ambika Samabasivan Oct 30, 08 Global Opportunities in Renewable Lighting 30Lieke Pijpers Oct 24, 08 PRO-PORTION Affordable milk for kids 32Sierk Hennes Sep 23, 08 Design a PSS for drinking water 34Kirsten Rijke Aug 26, 08 Solar shop in rural Cambodia 38Tom van Diessen Aug 22, 08 Solar Home System for rural Cambodia 40Linda Schnieders Jul 28, 08 Redesign of a Smoke free Batana Extractor 42Lumen Jun, 08 LUMEN light solution 44Judith Goor Apr 04, 08 A battery charging system for youngsters 46Jan Willem Findlater Feb 8, 08 Culturally appropriate coffins for Botswana 50Water4Kenya Feb, 08 Water4Kenya 52Alexander van der Kleij Feb 1, 08 Comparing Contexts; Solar Dew Technology 54Miriam Reitenbach Dec 14, 07 Mobile Solar Kiosk for Micro-Entrepeneurs 56Koos Munneke Oct 24, 07 Better Brace Project 58Bernard Hulshof Oct 19, 07 Affordable Solar Lighting for rural Madagascar 62Rutger Bonsel Oct 12, 07 Holy Cow or Cash Cow 64Hoi-Kee Wong Aug 8, 07 Cooking in rural China 66Fire4India May, 07 Fire4India 68Yu-Kuan Chang Nov 27, 06 Knowledge Gaps in Product Development 70Culture & Design Annemiek van Boeijen Design & culture in the BoP Domain 74Annemarie Mink Nov 10, 06 Reeling Machine for Silk Yarn Producers 78Marion de Groot Sep 21, 06 Support Tool for the Chinese Village Doctor 80Cathelijne Huis in ‘t Veld Aug 31, 06 Design of a Malaria Diagnostics Device 82Roelie Bottema Aug 4, 06 Personal Water Purifier 84Mijntje de Caluwé Jul 29, 06 Knowledge Framework: Design4Billions 86

Elselien Epema Jul 7, 06 Product Service System for Plant Oil Stove 90GhanaMoves Jul-06 Tricycle for Disabled Entrepreneurs 92Willem Glasbergen Jun 21, 06 Human Powered Bamboo Splitting Tool 94Marike Bijtelaar Jun 16, 06 Improving the Climate of Cooking Areas 96Maria Nguyen Apr 28, 06 Safe Drinking Water 98Leonie Ideler Apr 4, 06 Adoptable Woodstove 102Fernando Del Caro Secomandi Apr, 06 Water Supply in Slums:P.I.P.A. System 104Jon Rodriguez Feb 3, 06 Contextualizing Products 106Cale Thompson Sep 14, 06 Online Microfinance: into(context) 108Jonathan Stranders Dec 23, 05 Creating Market Insight for Designers 110Suzanne Hendrikse Nov 11, 05 Device for Early Oral Cancer Detection 114Stephen Boom Oct 28, 05 Solar Lighting 116Roseliek van der Velden Oct 21, 05 Adoptability of the U-Specs 118Joan Boekhoven Oct 18, 05 Natural Fibres in Doors and Windows 120H.S. Smallenbroek 2004 Small scale cassava starch processing 122Epilogue J.C.Diehl The first learning experiences of Design for the BoP 126Acknowledgements 130About the Editors 131PhotosP.I.P.A. system Brazil Fernando Del Caro Secomandi CoverRice Fiels near Culik Bali, Indonesia Jimmy Ho 4Kids swimming and playing Jakarta, Indonesia Ilona de Jongh 24Girl Java, Indonesia Mirjam Lindgreen 36Man Fishing on Citarum River Java, Indonesia Kees van Gastel 48Man and horse at work Java, Indonesia Mirjam Lindgreen 60Market for Holi Colours India Prabhu Kandachar 72Boats Cambodia Stephen Boom 76Girl Getting Water in Favela Rio de Janeiro Ferry 88Girls in Favelas Rio de Janeiro Linda Schnieders 100Man at Home Chongming Island Jaap Daalhuizen 112Toilet in a Rural Village Chongming Island Jaap Daalhuizen 124Table of Contents10

Introduction11Millennium Development GoalsEight Millennium Development Goals, to be achieved in 2015.Goal 1: Eradicate extreme povertyand hungerGoal 2: Achieve universal primaryeducationGoal 3: Promote gender equalityand empower womenGoal 4: Reduce child mortalityGoal 5: Improve maternal healthGoal 6: Combat HIV/AIDS, malariaand other diseasesGoal 7: Ensure environmentalsustainabilityGoal 8: Develop a GlobalPartnership forDevelopmentChallenges for IndustrialDesign EngineersPrabhu KandacharAbout two thirds of the world’s population of 6 billion peoplespend their lives searching for food and shelter, fighting forphysical survival, and fearing for the future. These are theindividuals who earn less than three dollars per day: thepeople living at the economical Base of the Pyramid (BoP).This does not go unnoticed. Global poverty, its extent anddistribution, is of daily news screaming for the attention ofall world citizens. The challenge at world level is enormous.In Africa alone, poverty and hunger, unemployment,disease, malnutrition, lack of shelter, gender inequityand environmental deterioration are some of the mainchallenges in addressing poverty.Millennium Development GoalsThe developments in the last century have attracted theattention of world leaders. At the Millennium Summit inSeptember 2000 the largest gathering of world leaders inhistory adopted the UN Millennium Declaration, committingtheir nations to a new global partnership to reduce extremepoverty and set out a series of targets with a deadlineof 2015, which have become known as the MillenniumDevelopment Goals 1 . The image on the left shows the eightgoals.The Millennium Development Goals (MDGs) are the world’stime-bound and quantified targets for addressing extremepoverty in its many dimensions - income poverty, hunger,disease, lack of adequate shelter, and exclusion - whilepromoting gender equality, education, and environmentalsustainability. Also included are basic human rights - theright of each person on the planet to health, shelter, and1 http://www.undp.org/mdg/basics.shtml

security and there are specific aims at combating childmortality, AIDS, Malaria and other diseases.The MDGs are an agreed set of goals that can only beachieved if all actors work together and do their part. Poorcountries have pledged to govern better, and invest in theirpeople through health care and education. Rich countrieshave pledged to support them, through aid, debt relief, andfairer trade.As an institution which is an expert in designing productsand services to meet human needs, it could be that someof the needs of the population at the Base of the Pyramidare addressable by the expertise available at the Facultyof Industrial Design Engineering, Delft University ofTechnology. Most problems can be grouped in the domainsof education, healthcare, food & nutrition, water, energy,housing, materials, connectivity, designing & tools, andentrepreneurship. Each of these domains will be discussed,giving an overview of the needs and problems. The restof the book presents student projects that aim at solvingproblems within one or more of these domains, withtwo different chapters: on page 74, an insight is givingon “design and culture at the BoP”, and the epilogue onpage 126 reflects on the student projects and draws somepreliminary conclusions about the lessons learned.EducationAn essential ingredient for the full realization of humancapacity, education is considered to provide everyone theopportunity to make a better life for themselves. Educationprovides the basis for making informed choices, for seeingbeyond the immediate horizon and opportunities, and forhaving a voice in public decision making. A sustainableend to world poverty as we know it, as well as the path topeace and security, requires that citizens in every countryare empowered to make positive choices and provide forthemselves and their families. This can only be achievedif everyone is given a chance to learn in a high-qualityschooling environment at least through primary school.At a country level, education is considered to be animportant determinant of economic growth and is frequentlyhailed as one of the primary contributing factors to thedramatic economic growth in East Asia. Individuals with astrong educational attainment also have good earnings. Agreater access to good quality education is a key povertyreductionstrategy advocated throughout the developingworld.More and more children, youth and adults have achance to learn and the number of children in schoolcontinues to grow. Today 680 million children are enrolledin primary schools around the world. Yet, a lot more stillneeds to be done. More than 100 million children, overhalf of them girls, never get a chance to see the insideof a classroom. Furthermore, the poor quality of educationprovided, resulting from irrelevant and obsolete curricula,overcrowded classrooms, untrained teachers, etc., causeshigh incompletion rates.Literacy empowers and nurtures inclusive societies andcontributes to the fair implementation of human rights. Inthe case of mothers, literacy leads to an enhanced qualityof life for their families and improved education outcomesIntroduction12

13World Income Distribution 2000Everyone knows the resources in the world are not divided evenly over theentire population. This inequal distribution of money and power needs action.for their children. Parents’ education, and particularlymothers’ education, is seen to result in lower fertility, lowermaternal mortality, and better child health and nutritionstatus. It is also suggested that individuals with at leastsome education respond better to HIV/AIDS preventionmessages. Nevertheless literacy remains a low priority fornational governments and the donor community. Worldwide,781 million adults are illiterate (as of April 2006) and about100 million children are out of school.A large number of those who enrol drop out before attainingliteracy skills and some of those who complete primaryeducation remain illiterate. Literacy is an indispensable meansfor effective social and economic participation, contributingto human development and poverty reduction.Goal 2 of the Millennium Development Goals has set outby the year 2015 to ensure that all boys and girls complete afull course of primary schooling.The use of information and communication technologies(ICT) in and for education is rapidly expanding in manycountries, and is now seen worldwide as both a necessity andan opportunity. In different countries policies and strategiesto integrate information and communication technologies ineducation are being developed. While ICT use in education indeveloping countries is relatively recent, it has neverthelessmade an impact on the education system. It has generateda wealth of experience, good practices and lessons for thebenefit of countries where ICT application and integration ineducation are being established2.2 http://portal.unesco.org/en/

HealthcareDifferences in health standards between rich & poorcountries are very high. Life expectancy varies between36 and 85 years. A child born in a rich country receivesvaccinations, adequate nutrition and good schooling. Whena girl becomes a mother she will benefit from high-qualitymaternity care. Growing older, she may eventually developchronic diseases, but excellent treatment and rehabilitationservices will be available. On the other hand, a child born ina poor country has little chance of receiving immunizationsand a high probability of being underweight throughoutchildhood. She will probably marry early and give birthto many children without the assistance of a trained birthattendant. One or more of her babies will die in infancy, andshe herself will be at high risk of death during childbirth.If she survives middle age she, too, will develop chronicdiseases but, without access to adequate treatment, she willdie prematurely.This illustrates what medicine and public health canachieve, and shows unmet needs in a world of vast andgrowing health inequalities. The key task of the globalhealth community is therefore to close the gap betweensuch contrasting lives. Real progress in health dependsvitally on stronger health systems based on primary healthcare. Attention is needed across all levels of the health caresystem to integrate health promotion and disease preventionon the one hand and treatment for acute illness and chroniccare on the other.Experiences from past decades, fighting against diseasesacross the world, show that there are no easy solutions tothe challenge of providing access to sustainable healthcarein developing countries. Money is the single biggest barrierto improving healthcare in the developing world. In manycountries people do not have enough food or access to aclean water supply, no hospital or clinic in which to receivetreatment and few healthcare professionals to care for them.Often the governments of these countries simply do nothave the resources needed to address the healthcare needsof their people. The World Bank estimates that an annualhealthcare expenditure of $14 per person is the minimumneeded to provide the most fundamental services. Yet theaverage expenditure in sub-Saharan Africa, for example, iscurrently only $63.Food and NutritionFood security and insecurity are terms used to describepeople’s access to sufficient quality and quantity of food.They are affected by factors such as poverty, health, foodproduction, political stability, infrastructure, access to markets,and natural hazards. Improved food security is important forglobal reduction of hunger and poverty, and for economicdevelopment. One aim of the Millennium DevelopmentGoals (MDG) is to eradicate poverty and hunger, including“to reduce by half the proportion of people who suffer fromhunger” between 1990 and 2015. However, by 2003 theproportion of world population that was undernourishedhad only decreased from 20% to 17% (823 to 820 millionpeople). It is predicted that many regions will not reachtheir MDG targets, particularly sub-Saharan Africa wherea third of the population is food insecure and there is an3 The World Health Report 2006, http://www.who.int/14

15Shortage of Health Service ProvidersCountries with a critical shortage of health service providers (doctors, nursesand midwives) are coloured dark. [World Health Organization, Global Atlas ofthe Health Workforcehttp://www.who.int/globalatlas/default.asp]actual increase (through population growth) in the numberof hungry people. Southern Asia is also not expected to meetits goal, with increasing numbers of undernourished peoplein countries such as Bangladesh and Nepal.The factors affecting this problem include: (1) availabilityof food, or the amount of food that actually exists (localproduction and other sources) (2) people’s physical, economicand social access to food (3) the quality or nutritionaladequacy of that food; and (4) people’s ability to utilizethis food, including the patterns of control over who eatswhat and the physical ability to absorb nutrients (affected byhealth status factors such as intestinal parasites).Malnutrition, a widespread problem, is caused bydeficiencies or imbalances in energy, protein and/or othernutrients. Signs include wasting (thinness), stunting(shortness), or being underweight (low weight for age dueto wasting/stunting). Protein-energy deficiency is a leadingcause of child death in developing countries. Deficienciesin micro nutrients (vitamins and minerals) can also affectmental and physical health.Micronutrient malnutrition is a major global public healthproblem affecting more than a third of the world population.Consequences of this malnutrition are widespread and severe.For example iron deficiency anaemia remains a major healthproblem and can negatively impact on health, life expectancy,work productivity and economies. It has been estimated thatiron deficiency impairs the mental development of 40 to 60%of children in developing countries. Also, vitamin A deficiencyaffects 40% of children, and is a factor in 1 million childdeaths per year. Thirdly, iodine deficiency during pregnancy

causes mental impairment in 18 million babies born everyyear. Several strategies have been proposed to addressthese problems. They include food fortification, dietarydiversification, dietary supplementation, nutrition education,and public health measures to control intestinal parasitesand other infectious diseases. Also, when people do haveaccess to food, more efficient and healthy food preparationmethods and tools can address the problem of unhealthypreparation.WaterThe most common substance on earth is water. Ninetysevenpercent of it is seawater, unfit for human use. Ofthe remaining 3%, two-thirds is locked up in glaciers or iceand snow around the poles. Only 1% of the entire world’swater is available for human consumption. Even this smallpercentage should be enough for all, water being infinitelyrenewable. However, water is not distributed evenly. Canada,Austria and Ireland, have more water than they can possiblyuse; Australia, northern China and the Middle East, have toolittle. In India and Bangladesh, rainfall is highly seasonal:almost all the year's supply may arrive within a few months.Water is also heavy, which makes it costly to transport overlong distances. In many countries, millions of poor people(usually women) must walk for several hours a day to getwater; or they pay exorbitant prices to private water vendors.And often water quality is poor. Inadequate sanitation makesmatters worse. As much as 60% of the world's illness iswater-related. Water shortage is expected all over the worldin the coming 20 years as shown in the figure on the right4.4 Water Scenarios in 2025, WBCSD, August 2006, http://www.wbcsd.org/Households (%) That LackIn-House ImprovedConnection to Drinking ImprovedWater Water SanitationChina 41 23 56Russia 19 4 13Mexico 11 9 23Colombia 15 8 14Peru 28 19 28In China two-fifth of the households lack an in-house connection to water,almost a quarter lacks improved drinking water and more than half of allChinese lack improved sanitation [United Nations Habitat].The Global Water ChallengeIn developing countries, less than 10% of the naturally available wateris withdrawn [Adapted from Grey and Sadoff, 2006, The Global WaterChallenge].16

One of the millennium targets requires that an additional 1.5billion people gain access to some form of improved watersupply by 2015, which is 100 million people each year (or274,000 people each day).17Worldwide Energy ConsumptionPrognosis after 2000 assumes a global economic growth of 3% and a globalpopulation of 9 billion people by 2050 [Deutsche Shell, http://www.spiegel.de/international/spiegel/0,1518,grossbild-685811-429968,00.html].EnergyEnergy is required for most of the human activities. In 2003,no less than 80% of the world's energy consumption camefrom fossil fuels. The extensive use of energy technologies,especially when utilizing fossil energy resources, has alsogenerated undesirable by-products, wastes and pollutionthat threaten human health, climate and ecosystems. Theextraction, conversion to useful energy (such as electricityfor a home or gasoline for a car), and combustion offuels like oil, coal, natural gas, etc, releases into theatmosphere approximately 80% of human-induced (termedanthropogenic) greenhouse gas emissions. The environmentalconsequences are causing concern firstly from the reliance onnatural resources, and secondly from the damage to global,regional, and local environments from emissions.The global requirements for energy are increasing rapidlyas the global population increases and the under-developednations become more advanced. Nearly two billion people inour world of rapidly approaching six billion people currentlydo not have access to commercial energy services.Understanding and assisting in putting to use the laws ofnature for the transition towards a sustainable energy systemis the fundamental challenge of today’s and tomorrow’sscientists & engineers. One of the greatest challenges aheadis to connect the 1.6 billion people in developing countriescurrently without access to modern energy services in an

environmentally benign manner. Other challenges include theongoing urbanization throughout the world creating higherand higher energy demand densities, increasing demand formobility, especially in developing countries, and additionalenergy needs for new processes such as desalination.Clearly, meeting such a challenge requires a proactive & aco-operative contribution from all involved.In Africa, for instance, overcoming energy poverty is one ofthe main challenges. The majority of Africans currently haveno access to modern energy services and technologies.This has wide-ranging social and environmentalconsequences. Lack of access to electricity means norefrigeration for medicines or food, limits on what type ofbusinesses can be developed, as well as no effective lighting.As a result, children cannot easily study in the evenings.Most Africans, even in urban areas, still use firewood, cropresidues or charcoal for cooking and cook on inefficientstoves, resulting in a high incidence of respiratory diseasesbecause of smoke. Many women and girls have to spendhours collecting firewood, and cutting trees contributes todeforestation.There are also opportunities. A recent study5, by theGerman Aerospace Center and Ecofys in The Netherlands,commissioned by Greenpeace and Europe's RenewableEnergy Council. claims that half of the world's energy needsin 2050 could be met by renewable energy and by improvedefficiency. According to this study, alternative energy sources,such as wind and solar, could provide nearly 70% of theglobal electricity demand and 65% of global heat demand.5 Report: Energy Revolution, Jan 2007Housing and UrbanizationSome 1.2 billion people worldwide live on the equivalentof less than one dollar per day. The United Nations Centrefor Human Settlements (UNCHS) has estimated that 1.1billion people are living in inadequate housing conditions inurban areas alone, and that figure is expected to double by2030. UNCHS has also estimated that some approximately35 million new housing units are required each year indeveloping countries to accommodate growth in the numberof households during the period between 2000 and 2010period. The bulk of these, some 21 million units, are requiredto cater for the needs of the increasing number of households.The rest is needed to meet the requirements of people whoare currently homeless or living in inadequate housing. Inother words, some 95,000 new urban housing units have tobe constructed each day in developing countries to improvehousing conditions to acceptable levels. Some 14 millionadditional units would be required each year for the next20 years if the current housing deficit were to be replacedby 2020. Among an estimated 100 million homeless peoplearound the world, available data suggest that increasingproportions are women and children.But the main event of the demographic change is in thecities of the developing world — and most of it in squattercities, the teeming slums of the uninvited. A billion peoplelive in squatter cities now. Two billion more are expected by2050. Squatters are nearly one-sixth of all humans now, onefourthto one-third in the nearby future.Historically, cities have been the driving force in economicand social development. At present approximately 307 million18

Indians (31% of the population) live in nearly 3700 townsand cities spread across the country. This is in sharp contrastto only 60 million (15%) who lived in urban areas in 1947when the country became independent. During the last fiftyyears the population of India has grown two and half times,but Urban India has grown by nearly five times. In numericalterms, India's urban population is second largest in the worldafter China, and is higher than the total urban population ofall countries put together barring China, USA and Russia.Facilities in houses are also of big challenge. Less than20% of households in Africa are connected to piped water,and only 40% have piped water within 200 meters of theirhome. In the developing world, 29% of cities have areasconsidered as "inaccessible" or "dangerous" to the police. InLatin America and the Caribbean, this figure is 48%. Less than35% of cities in the developing world have their wastewatertreated. In countries with economies in transition, 75% ofsolid wastes are disposed of in open dumps.Housing problems have far-reaching consequences. Thehigh cost of housing leaves low-income families little moneyfor other basic necessities like food, clothing or health care.Substandard housing can endanger the health and safety ofits occupants, erode their hope and self-worth, and impairtheir children's ability to succeed in school.19Materials and ResourcesDeveloping countries are concerned with promotingtechnological advancement as a means of economicdevelopment, which in turn contributes to social development.Raw materials and local resources provide basic buildingblocks for such developments. Developed countries are much

further in application of material and resources by meansof industrial production wherein energy and raw materialsare fed continuously into the production process, resultingin useful products as well as waste or other by-products.Increasing concern worldwide for environmental protectionand growing economical constraints have led to developmentand utilization of new materials based on renewableresources such as natural fibres and plant materials, as wellas recycling of industrial by-products.Developing countries have often abundant local renewablematerials and basic expertise. For instance natural fibresproduced from animals or plants are plentifully available indeveloping countries. Animal fibres are derived from sourcessuch as sheep, goats and rabbits, and the cocoon of thesilkworm. Vegetable fibres are derived from the stem, leaf orseed of various plants. Close to 30 million tonnes of naturalfibres are produced annually in the world, of which cotton isdominant with 20 million tonnes, wool and jute each around2 to 3 million tonnes followed by a number of others.Natural fibres form an important component of clothing,upholstery and other textiles for consumers, and many ofthem also have industrial uses in packaging, papermakingand in composite materials with many uses, includingautomobiles.Apart from their importance to the consumer and in theirvarious industrial uses, natural fibres are an importantsource of income for the farmers who produce them. Insome cases they are produced on large farms in developedcountries, but in many developing and least developedcountries proceeds from the sale and export of natural fibrescontribute significantly to the income and food securityof poor farmers and workers in fibre industries. For somedeveloping countries natural fibres are of major economicimportance, for example, cotton in some West Africancountries, jute in Bangladesh and sisal in Tanzania. In othercases these fibres are of less significance at the national levelbut are of major local importance, as in the case of jute inWest Bengal (India) and sisal in northeast Brazil.Challenges in this area include attaining economic growthby designing and commercializing products based on suchlocal renewable natural resources without raising theecological pressure on the planet.ConnectivityCommunications in the richer part of the world by meansof newspapers, radio, TV, telephones are self-evident. Thelatest technology, mobile phones, has become indispensablein the rich world. But they are even more useful in thedeveloping world, where the availability of other formsof communication—roads, postal systems or fixed-linephones—is often limited. Even though there is a substantialsubscriber growth in much of the developing world, onlya small proportion of people (affordability is the “biggestobstacle” to broader adoption) —around 5% in both Indiaand sub-Saharan Africa—have their own mobile phones.Using cell phones, fishermen and farmers check prices indifferent markets before selling produce. Cell phones alsohelp people to find work, allow quick and easy transfersof funds and boost entrepreneurship. A village can sharephones and prepaid calling plans reduce the need for a bankaccount or credit check.20

21Number of People Without Electricity1979-2030, by regionIn the sub-saharian Africa and South Asia, it is projected that people areincreasingly living without electricity [IEA 2002b].Grameen Bank, a pioneer in the practice of micro-creditlending, has created a cell phone company to bring cellphones into the villages of Bangladesh. The bank gave loansto the borrowers to buy a cell phone and start selling phoneservices. It became a growing business, especially withwomen entrepreneurs. They never saw a telephone in theirlife before, but they have accepted it as a business idea, andmore than 100,000 telephone ladies all over Bangladesh aredoing good business while connecting Bangladesh with therest of the world.A recent study has shown that, in a typical developingcountry, a rise of ten mobile phones per 100 people boostsGDP growth by 0.6 percentage points. Mobile phones are,in short, a classic example of technology that helps peoplehelp themselves.Nevertheless, the absorption of digital technologiesthroughout the world has not been uniform, such that theconcept of digital divide has emerged. The digital divide isthe gap between those with regular, effective access to digitaltechnologies and those who do not have that option. Also,the divide refers to those who can benefit from those digitaltechnologies and those who do not. Countries with a wideavailability of internet access can advance the economics ofthat country on a local and global scale. In today's society,internet is becoming increasingly important influencingjobs and education. In countries where the internet andother technologies are not accessible, education is gettingaffected, and uneducated people cannot compete in ourglobal economy. The digital divide is also a term used torefer to the gap between people who have access to the

internet (the information haves) and those that do not (theinformation have-nots). It can also refer to the skills peoplehave – the gap between people who are at ease using digitaltechnology to access and analyse information and those whoare not.The digital divide is just as much a gap in understanding asit is a gap in connectivity. There are often clear fundamentaldifferences between what is proposed by technologyvisionaries, many of whom have never even seen a village,and what is actually needed by end-users, many of whomhave never used a telephone or a computer.A number of ICT initiatives offer a promise of closing thegap that separates the some four billion people living in ruralcommunities from a future with greater literacy, productivity,and quality of life. While the end goal is clear – broadbandconnectivity everywhere – many ICT initiatives have faltereddue to a lack of a well-adapted, step-by-step approach thatconsiders social factors and the staging of capital investmentsas well as technology.Wireless technology has not only revolutionized the waythe developed world communicated; it also offers developingcountries an opportunity to “leap-frog” over wire lineinfrastructures to the forefront of communications. However,since many different types of wireless technologies exist, itis important to choose the technology that best matches theneeds of these new markets. While some wireless techniqueshave been very successful in urban areas, the rural ICT markethas its own set of unique requirements, including: low-cost,low-power, scalability, robustness, and ease of use.EntrepreneurshipEntrepreneurs are regarded as bearers of risk, agents thatbring together the factors of production, or organizers ofinnovation. Entrepreneurship is essential in developingcountries, as it has played an important role in economicgrowth, innovation, and competitiveness, and it may alsoplay a role over time in poverty alleviation.Over 400 million individuals in developing countriesare owners or managers of new firms. Of these, over 200million are found in China and India alone, compared withjust 18 million entrepreneurs in the United States. Yet, inone of the best general books on the state of research onentrepreneurship, China is mentioned on two pages andIndia is not mentioned at all6.Entrepreneurs in developing countries face a differentset of circumstances than their counterparts in developedeconomies. These differences are rooted in the underlyingeconomies in which they operate. Emerging markets lack astable or mature market and the consistency that such marketsoffer. Consequently, the opportunity for entrepreneurship inemerging markets is pervasive. While Western entrepreneursoperate at the fringes of the economy, emerging marketentrepreneurs operate closer to the core – the needs andopportunities are more widespread. Another difference lies inthe access to financial resources. Internal finance comprisesthe majority of financing for small and medium enterprisesin most developing countries. Another major difference liesin the access to technological advances which are largely6 Amar Bhidé, The Origin and Evolution of New Businesses, New York: OxfordUniversity, 2000, ISBN-13: 978-019513144422

Focus of Base of the Pyramid ResearchFaculty of Industrial Design EngineeringDelft University of TechnologyA model for design processes for the Base of the Pyramid[Prabhu Kandachar, Jan 2008].developed and held by developed countries.Entrepreneurs are a crucial link in implementing designsof products and services developed specifically to meet theneeds of the BoP markets. They are the motors of economicgrowth and poverty reduction. Small, micro and mediumsizedenterprises (SMMEs) are often the backbone of theprivate sector in the developing world, creating jobs andproviding a tax base for local government. And frequentlySMMEs offer the only employment available to millions ofpoor people.Design and ResearchBack in 2002, an experiment was conducted to design aproduct to serve rural healthcare needs of China, specificallydiabetes mellitus. In this project, studentsand staff of the Faculty of IndustrialDesign Engineering collaborated withstaff from a Multinational Corporation.Almost at the same time the first paperexpounding the Base of the Pyramidstrategy by Prahalad & Hart appeared,promising fortune for entrepreneurs andat the same time offering perspectivesfor the poor world7 majority to escapefrom poverty.Needs of human beings are thecentral driving force uniting technologyand business, resulting in productsand services. By tradition Delft has237 Strategy + Business, Issue 26, digitaldividend.org/pdf/bottompyramid.pdf, first quarter 2002.

propagated the practise of designing products and servicesto meet human needs.Even though it is set up in an engineering environment,such an activity needs an integrative approach from severalsciences: technical, social, management sciences, andworking together with entrepreneurs. Although several earlieractivities at Delft had been carried out in poor countries,they were almost always within the context of developmentalassistance. The Base of the Pyramid strategy has stimulatedthis Faculty to look also at the needs of the underserved,which represent a huge market and was hitherto unattended.It provides an opportunity to apply the well tried out modelat Delft (see figure at the left) for poor countries, but thistime within the context of alleviating poverty by means ofbusiness endeavours.24

25Photo: Ilona de Jongh

Kids swimmingand playing inflooded roadsJakarta, Indonesia26

€Company Graduation dateInsect Repellent LampPhilips Consumer Lifestyle December 8, 2008for the Indian MarketInge van de WouwTwo user researches in India (48 families in 2.5 months) provided very usefulinsights for the improvement and further development of the IRL.Insect bites are an unpleasant fact of life in most parts ofthe world. In addition to severe nuisance, mosquitoes canalso spread diseases such as Malaria, Dengue, Filariasis,Japanese Encephalitis and Chikungunya. Malaria alonecauses an estimated 1.3 million deaths and 400 millioncases worldwide, and around 20,000 deaths and 15 millioncases in India, each year.Liquid repellentPhilips Research Asia in Bangalore has developed the initialproduct idea of an Insect Repellent Lamp (IRL) to provideinsect free environments for families in the Middle & Baseof the Pyramid of both urban and rural India. The proposedlamp integrates an insect repellent ability with the normalhousehold light bulb, by using the waste-heat dissipated bythe lighting device to vaporize the liquid based mosquitorepellent. The aim of this project was to assess if, and how,the idea could really become a successful and profitableproduct for Philips.The project started with a thorough analysis phase in theNetherlands to explore the mosquito problem, current insectrepellents in India and the target group. Also the workingprinciple and characteristics of the Insect Repellent Lampwere investigated and effectiveness tests were done. Afterthe analysis phase a field test was conducted in India withthe initial Philips prototype and two competitive IRLs. InIndia, insights were gained on the magnitude of the insectproblem, current use of insect repellents, expenditure,preferences regarding the three IRLs, local culture andtraditions, the actual target group and the context of use.27

www.philips.comCFL & portabilityWith the obtained information, several suggestions forimprovements were given. First of all, a compact fluorescentlamp (CFL) should be used as light source instead of a lightbulb. Regarding the repellent, it should be vaporized at thecorrect temperature of the wick and bottled liquids shouldbe used. The lamp itself should provide more flexibility; thehanging type of lamp should be changed into a portablelamp. Lastly, instead of only in the evening, people shouldalso be able to use the repellent at night together with anight light.The input from the field test was translated into a redesignof the IRL. The redesign of the IRL is portable with 3m ofwire, uses a 14W CFL and bottled liquids, has two switchesto use the lamp and repellent separately or together (day,evening and night mode) and has an additional blue nightlight that is lit together with the repellent. A preliminarycost price estimation showed that a selling price of Rs. 500(€7.50) can be possible.First reactionsWith the manufactured 13 prototypes a second field testwas conducted in India. The response of the target groupon the improved IRL was very positive and it seemed thatthe insect repellent functionalities, the energy saving lamp,the portability and the two switches (different modespossible) provided very useful benefits for them.Currently, different departments of Philips have showninterest in the IRL and possibilities are explored to bring theproduct to the market.Two switchesmake it possibleto use the lampand repellentseparately ortogether (day,evening and nightmode).The bluenight light thatis lit when therepellent is active.28

€CompanyGraduation dateMovendi Foundation 2009Cooka et al: A product-service system (PSS), also known as a functionorientedbusiness model, is a business model, developed in academia,that is aimed at providing sustainability of both consumption andproduction 1 .1. M.B. Cooka, T.A. Bhamrab and M. Lemonc (2006). “The transfer andapplication of Product Service Systems: from academia to UK manufacturingfirms”. Journal of Cleaner Production (Elsevier Ltd) 14 (17):1455–1465. doi:10.1016/j.jclepro.2006.01.018.Concept areas; a market analysis of these individual concept areas and newbusiness opportunities and product service systems for self employment ofrural disabled within these areas are part of the results.IndiaMoves; exploratoryresearch studyAparna BhaskarMovendi foundation strives to improve the quality of life forphysically disabled people. The foundation’s primary focusis on developing countries and communities with a greatneed for expertise in the field of movement technology andphysical therapy. The goals are achieved through start-upsand coaching projects using local knowledge and skills toarrive at creative solutions for different problems faced bythe physically disabled. Movendi is also involved in settingup rehabilitation workshops and training of local therapistsand technicians.GhanaMovesMovendi has previously worked in a business developmentproject for disabled people in Ghana. The project aimed toimprove the lives of the disabled by providing them with ameans to support themselves, see page 92. Four studentsinvestigated the business opportunities for the disabledand they came up with a hand-driven tricycle with whichthe disabled could sell ice-cream on the streets of Madina-Accra. The tricycles were manufactured at a local workshop,MAK-D, which profited as well from the business by sellingtricycles, the ice-cream was supplied by Fanmilk, Ghana’slargest dairy producer and the disabled were able to obtaina small credit (micro-credit) from a local bank at a veryreasonable interest rate. For more detailed information asummary of the project is enclosed. Taking GhanaMoves asa starting point and as an inspiration, seeing the benefits itgenerated for disabled persons, Movendi wished to initiatea similar venture in India. This project is an exploratory firststep in that direction, identifying strategies and business29

www.movendifoundation.orgopportunities.Entrepreneurial businessesIn a country like India, the poor face numerous challengesand poverty in itself is a handicap. The less fortunateoften have to deal with illiteracy, hunger and daily battlefor basic necessities, barely managing to make ends meet.In addition to being born poor, if one has a disability, he/she is confronted with an uphill battle at all stages of life.The disabled poor are one of the most neglected andmarginalized communities with limited access to resourcesand employment opportunities. These issues are magnifiedmany times over when it comes to rural India. This strategicdesign project focuses on identifying and developingbusiness opportunities that would empower the disabledpoor in rural India, by creating entrepreneurial businesses.The first step is research.Disability at the BoP IndiaIn order to develop business opportunities, a thoroughanalysis of disability at the BoP in India was performed; anin-depth understanding of the disability sector and disabledpersons in rural India. The need for employment amongstrural disabled was confirmed and the target group wasdefined clearly. It answers questions such as; who amongstthe rural disabled or what sections of the disabled populationrequire additional support in terms of employment? Whoamongst locomotor disabled are capable/ not capable oftaking up responsibility of entrepreneurship? Additionaly,symbiotic business opportunities with benefits for HindustanUnilever Limited and Project India Moves & the disabledentrepreneur are presented.The second part of the projectfocused on generating self employment opportunitiessuitable for locomotor disabled persons. In order to do so,it was imperative to analyse the Indian market situation.This included study of the consumer markets, with specialattention to rural India, and an overview of lives of the poorin rural India. On the basis of this research, seven productservice-systems(PSS, see box on the left page) that can beoperated by rural disabled persons were developed.Strategies & PSSsIdeas for product-service-systems are elaborated to levelsof market potential, consumer segmentation and role ofdifferent stakeholders in the enterprise system. Ideas areprovided for enterprise alliances with private, governmentaland non-profit sector.The project was initiated by the Movendi team and theresults are primarily intended for use by Movendi. Thereport and its content are meant to support future initiativesby Movendi in India. The report provides a comprehensiveoverview to disabled persons and disability sector in India,and would be of value to future Movendi project teams inIndia. However the content of report is of value to otherreader groups as well: Disability Institutions, Rehabilitationorganization and NGO’s in India: The report highlights newpossibilities and approaches for the betterment of locomotordisabled in India. Organizations working in disability sectorare ideally placed with appropriate resources and priorexperience.€30

€CompanyGraduation datePhilips Light October 30, 2008Energy as a consumerproductAmbika SamabasivanIn recent years, the poor are slowly being recognized asconsumers in their own right and therefore as potentialmarkets for business. Philips is one of the few globalcompanies committed to developing such markets. TheBoP, represented by the 4 billion poorest people around theworld, are becoming both a strategic focus for long-termgrowth and critical for promoting social equity in line withthe company’s sustainability policy.Energy represents one such growing market. Thisproject focuses itself to electricity access. Electricity hastraditionally remained in the realm of public infrastructure.However, from various insights, it is abundantly clear thatthe conventional grid is not the answer to the electricityproblem of the poor. Only about 56% of the BoP isconnected to the grid. A large number of poor householdscope with candles, kerosene, generators or rechargeable carbatteries. These energy sources are unsafe, inefficient andexpensive in the long-run. Despite this, end-use patternsare changing dramatically. Households are investing incomfort and entertainment. Changes in consumption aredriven by changes in preferences, by big declines in pricesfor consumer electronic goods, and by the increasingenergy efficiency of these goods. Studies indicate that BoPcustomers are ‘tired of waiting’ for governments to actand feel empowered by the choice offered to them in themarket.Opportunities in Base of the Pyramid markets: Powered by the four globalenergy providers, consumer electronic applications could include mobilephone chargers, lanterns, radios, table fans and more.‘Buy and Play’There is a need for clean, safe and affordable energysolutions that can be available to BoP customers on the31

€CompanyGraduation dateFriesland Foods & reggs October 24, 2008PRO-PORTIONAffordable milk for kidsLieke PijpersFriesland Foods, a dairy multinational, conducted a deeplisteningproject in 2006 among consumers at the BoP,called ‘Reach’. This research was conducted in severaldeveloping countries, where they measured an enormouslack of nutrition amongst the BoP population.Storyboard of the strategy that makes milk protein affordable for children atthe Base of the Pyramid in Vietnam.INFORMATIVE MATERIALSKINDERGARTENMILKAlternative protein sourcesMilk is currently not affordable for the Vietnamese atthe Base of the economic Pyramid, as the dairy pricesin Vietnam are with an average of $0,82/kg the mostexpensive in the world. Friesland Foods subsidiary, DutchLady Vietnam (DLV), is one of the biggest players in theliquid milk market in Vietnam at the moment and aims tomaintain and preferably improve its market share. To expandits consumer base worldwide makes reaching the BoP anecessity. DLV tries to reduce the prices by technologicalimprovements, like the use of alternative protein sources(e.g. algae and soy). These attempts are unfortunately notlikely to succeed in the near future, and it was concludedthat the main challenge in reaching the customers atthe BoP was in the provision of nutrition enhanced dairyproducts. Children between two and six years of age wereselected as the most important target group, since milkprotein is particularly important for the physical and mentaldevelopment in early childhood.SynergyA design office, called reggs, believes that the affordabilityof milk protein can also be achieved differently. Besidesnutrition, children have other needs, such as education,safety and healthcare. They wondered to which extent it33

www.frieslandfoods.comwww.reggs.nlwas possible to combine these necessities (portions) andinitiated the ‘pro-portion’ strategy. This approach proposesthat by combining the strengths of different organizationssuch as local entrepreneurs, NGOs and multinationals, aninnovative business model could be achieved that creates awin-win situation. On the one hand the needs of the BoP arebetter fulfilled, while on the other hand operations becomemore cost-effective. The developed pro-portion strategy willeventually increase the affordability of milk for the poor aswell as the profitability for the stakeholders. A field studyin Vietnam revealed that the most effective place to reachyoung children is the kindergarten.Multi-stakeholder business modelThe proposed concept aims to provide the BoP children inkindergarten with milk and informative materials. Threetimes a week, the children are given a cup of milk, forwhich their parents pay a contribution that is based on theiraverage level of purchasing power. Together with the milk,educational material is provided to kindergartens, whichimproves the quality of education and increases awarenessamong the children on different topics. Every month willhave a different, important theme. The children thatstructurally attended kindergarten during the course of onetheme receive a reward, which increases their motivation toparticipate. Additionally, the information will be bundled ineducative comics, on which the kindergartens get a monthlysubscription and could start a library with. These comicscould be borrowed by the children and brought home toread together with their family. The whole campaign willbe embodied by a cartoon character, which teaches thechildren about important lessons in life in an attractiveway. Altogether this concept increases the accessibility andquality of preschool education and the children’s futurechances of success (health and academic performance).The government benefits from the higher enrolmentof kindergartens and the increased mental and physicaldevelopment of children. This contributes to the nationalgoals on education and development. Organizations likeUNICEF and Unilever could benefit from the opportunityto communicate with young children. This allows themto educate children on their rights or on the importanceof personal hygiene. Creating awareness among childrensupports the strategic objectives of those commercial andsocial organizations. Local communities clearly benefit, asit helps their children to develop themselves. It stimulatesparents to send their children to kindergarten, which in turnenables them to work. On top of this, it creates teaching jobsfor the community. Teachers will earn some extra income inexchange for distributing the milk in the classroom.Last but not least, Friesland Foods can now serve poorchildren they could not reach before. Although at cost price,it supports their strategic goal of serving 1 billion customersin 2015 globally. On a local level it increases their marketshare in Vietnam and makes them market leader. In the longrun, Friesland Foods can benefit from the created customerloyalty among poor families. As soon as a poor family gainspurchasing power, they will be more inclined to purchaseFriesland Foods products.34

€Company yGraduation dateBushProof Sept. 23, 2008BushProof Safe WaterSubscriptionSierk HennesBushProof is a social enterprise that supplies drinkingwater and renewable energy products in Madagascar. Thecompany is convinced that a commercial/business approachto poverty reduction is more sustainable than one based onaid. BushProof’s wish is to offer their products to the peoplein the countries rural areas, however their current clientsare mostly non-profit organizations (NGOs) and changinglocal rural people into customers requires a completedifferent strategy.The Canzee Pump in use. This pump has already proved to be a veryappropriate product for the circumstances in Madagascar and is an affordableand reliable solution for water provision.PSS for the BoPThe aim of this project is to develop a new product strategyfor BushProof’s drinking water products that enables theMalagasy poor to purchase products from BushProofwithout the financial help of NGOs or foreign aid. During theanalysis of BushProof and its context it becomes clear thattheir main product - the Canzee pump - is suitable for thispurpose. As a starting point of the strategy developmentthe two theoretical concepts of the “Base of the Pyramid”(BoP) and “Product Service Systems” (PSS) are used.The first discusses the possibility and opportunities ofdoing business with the world poor, which are seldom beenconsidered as profitable customers. The theory stresses outthat companies are able to create important market growthin low- income countries and earn the same revenues byearning small profits from many poor customers as whenthey sell products with high profits to relatively few highincomecustomers.The concept of PSS is based on the insight people donot necessarily need to own products in order to fulfill their35

www.bushproof.biosandfilter.orgneeds. Substituting product components into services createpossibilities to better anticipate on customer requirements,reduce resources and stimulate customer relationships.In order to serve the Madagascar poor with theirCanzee hand pump, BushProof has to overcome differentproblems companies in low–income countries face. Peopleare little aware of the positive effects of having access toreliable drinking water, the current system of communitymanagement does not result in lasting solutions and localpeople have too little knowledge to execute difficult repairs.Finally, people have little possibilities to save for majorexpenditures needed to purchase and maintain expensiveproducts while the risk exists that pumps preliminary breakdown due the hostile environment of Madagascar.Shared subscription, no maintenance responsibilityA subscription that guarantees access to safe drinkingwater is proposed as the most suitablesolution for these problems. Offering accessto safe drinking water changes the focus ofselling pumps into supplying people with thatwhat people try to achieve by buying thesepumps; having easy access to an unlimitedamount of safe drinking water. Since pumpswill not be sold, the solution causes a changein ownership. BushProof is responsible forproperly working pumps and the quality of thewater it supplies, resulting in limited financialrisk for the users. BushProof will regularlyvisit the villages for periodical servicingand quality checks creating the opportunity to build userrelationships and collect user feedback useful for furtherproduct development.People have to form user-groups with their neighboursthat are willing to share one subscription. User groups pay amonthly contribution. As people share one subscription anddo not have to buy the pump, the system will be affordablefor most people in Madagascar.The financial analysis shows that if 25 families use onesubscription, a monthly contribution of €0,63 per familyis needed to maintain the pumps. Because revenues arereinvested in creating new pumps and subscriptions, thesystem is able to triple the amount of pumps within eightyears. A start-up investment of €90.000 will result in about500 pumps serving approximately 75.000 people and stillrealize an average yearly return of more than 10% (in 10years).36

37Photo: Mirjam Lindgreen

GirlJava, Indonesia38

€CompanyGraduation dateKamworks August 2008Solar shop in ruralCambodiaKirsten RijkeKamworks operates as a social enterprise in Cambodiaand their mission is to provide affordable energy systemsin Cambodia in order to contribute to a sustainabledevelopment of this country. The innovative no-nonsensecompany is in the process of developing a new brand,Kamunasal, which aims for the rural consumer market.Kamunasal provides solar and human powered products,distributed through mobile and fixed selling points which arerun by micro-entrepeneurs. Several physical expressions ofthe brand had been defined prior to this project, along witha concept for a mobile selling point (see page 56).Above is the configuration of the concept as a solar shop, and below as atheatre. Switching between the configurations is possible within minutes.Sustainable brandsThe internal analysis showed the identity of Kamunasal,based on the mother company Kamworks and the initialKamunasal product Angkor light (see page 116). TheKamunasal brand is innovative, with Western roots and asocial mission to bring sustainable energy and employmentto rural Cambodians. Brands, as builders of trust andproviding consistency, play an important role in sustainabledevelopment. Before moving into the market, it is crucial todevelop the Kamunasal brand to a complete concept, whichwill form the basis of all future brand expressions.Importance of factorsThrough an extensive external analysis based on interviews,observations and a test shop, important insight in therural Cambodian market were revealed. Most importantlyan adapted version of Rogers’ theory for acceptance ofinnovations was developed, specifically for the Khmerculture. The importance of various factors for customers39

www.kamworks.comand micro-entrepeneurs were determined separately, butthe models turned out to be rather similar. The decisionmodel is a rational one, where many factors play a role. Thethree most important factors were found to be price, qualityand the fulfilment of needs.The results of the internal and external analysisdetermined the course of the project. The results of theproject can be categorized in two distinctive parts:• A definition of the Kamunasal proposition “lightand energy for a happy family” in the form of astrategy.• A complete concept for fixed selling points basedon the Kamunasal proposition.For a happy familyThe strategy points out that the distinction between theKamunasal and Kamworks businesses should be more clear,also within the company. The strategy further describeshow Kamunasal can use the methods of MicroFranchising,by first setting up a business and finding the right formula.The next step is replicating this successful business withother micro-entrepreneurs by supporting them with theKamunasal formula. Finally the complete strategy forKamunasal results in a market proposition that describesthe brands attitude in terms of a five-P model; product,price, place, promotion, people. A design vision wasthen formulated, in order to design the solar shop as anexpression of the Kamunasal proposition: “Design a conceptfor a fixed selling and service point for home lighting andenergy supply products and services of Kamunasal withinthe rural areas of Cambodia.”Visible stockThrough an ideation and conceptualization phase, a fittingconcept is developed and further elaborated, resulting in aKamunasal solar shop; an adapted and furnished shippingcontainer. Inside the shop a displaying cabinet contains ashow and try-out model for each item. As rural customersand micro-entrepreneurs in Cambodia prefer to have stockplaced visibly (which also helps keep a clear overview forthe micro-entrepreneur) each product type is placed in aseparate compartment, along with additional stock, seeimages on the left.A working solar home system is demonstrated andexplained through an educational display. The solar systemalso provides the power for a number of battery chargingservices offered in the shop.A shop and a theatreThe Kamunasal solar shop can be transformed from ashop into a small theatre. The theatre offers educationalvideo entertainment and testimonials from othersatisfied Kamunasal customers. The flexible and invitingshop provides a culturally appropriate, friendly familiarenvironment for both consumer and micro-entrepreneur.Adding a brand expression in the form of the Kamunasalsolar shop, with the right balance between informationaland sales aspects, supports the brand Kamunasal and itshigh quality appearance.€40

€CompanyGraduation dateKamworks August 2008Solar Home System forrural CambodiaTom van DiessenCambodia has one of the lowest electrification rates in Asia.Therefore many households make good use of rechargeablecar batteries for lighting and television. This is however afar from ideal situation as the heavy batteries have to becharged several times a week, in a small shop where athrobbing generator is present. Due to this charging abuseand its poor use, the batteries are entitled to a short life,bringing unnecessary high costs and a low energy efficiency.With oil prices rising and economy improving, people arein need of better power solutions. This forms the motivefor this graduation project; to design an innovative userfriendlySolar Home System (SHS) for rural Cambodia.The family Chum Voung consist of 3 people and belongs to social class ofthe rural poor. Miss Toch Komh runs a small store under the house and ishome all day, her son goes to school and her husband is hardly ever homebeing a construction worker. The house is build traditionally, small but wellmaintained and is located on the corner of a road next to a battery chargingstation. Making it an ideal location for Kamworks to test the SHS, since its in avisible location next to the one thing it should substitute. The SHS will entirelyreplace their current use of a car battery and kerosene and is initialy installedunder a renting construction for 3 months.Previous experienceThe idea of a SHS came from an elaborate analysis of thelocal contexts. Many Cambodian families were visited to maptheir energy needs, desires and living situations. Before thisproject, a number of pilot SHSs were developed. Prototypeswere made on the basis of a preliminary design, to evaluatethe technical functioning of the system and practically testthe system in operation. The experiences of installation andproduction of a SHS could therefore already be taken intoconsideration early in the design process. Three systemswere evaluated in the field by test families. The product use,performance and appreciation was monitored technically bydata logging and practically by a series of surveys. Basedon this extensive design research the pilot SHS was furtherelaborated to a final product design, ready for production.Functional and aesthetic valueThe result of this project was the design of three types of41

www.kamworks.comSolar Home Systems as one product family and one completeproduct. The SHS has become a true modern powerhousefor rural Cambodia. A distinctive desirable product of superbquality that matches with the Khmers culture, styling, way ofliving, energy consumption and house situation. The systemis easy to install, durable, strong and can be produced locallyat Kamworks. The solar panel can be mounted securely tothe house with the use of a new composite support. Thetechnical components are enclosed in the Dragon box, auser friendly connection station with a highly aestheticvalue in terms of creating product desire, a commercialvalue in terms of being distinctive and a functional valueby protecting the system components. A charge regulatorfurthermore guarantees a safe use, an extended battery lifeand provides the users with the desired energy feedback.All this makes the Kamworks Solar Home Systems a secureenergy source, for an affordable prize.Kamworks had the desire to bring the SHS on themarket soon, the outcome of this project enabled them todo so. Currently four systems have already been sold andinstalled according to the final designs. Many customers arealready eagerly waiting for what could be seen as the newgeneration of Solar Home Systems in Cambodia.42

€CompanyGraduation dateICCO and MOPAWI July 28, 2008MOPAWI initiated the Ecofogon project in 2005 and since then has takenseveral steps in implementing the Ecofogon in La Mosquitia.The cooker hood is placed close to the pan during frying of the kernels.Redesign of a Smokefree Batana ExtractorLinda SchniedersExtracting Batana oil is the main way of making a livingfor the Miskito women in La Mosquitia, a difficult toreach tropical wetland in the northeast of Honduras. Theproduction process of the special oil released from thekernels of the Palma Americana has remained the samefor years, but is subject to changes at the moment. Healthproblems related to the production of Batana constitute amajor constraint to the development of the people. Theextraction process generates very hazardous smoke whichcauses respiratory diseases among the women involved inthis activity. Additionally, the amounts of firewood neededin the traditional process causes extreme deforestation.These negative aspects of the Batana production renderthis activity unsustainable.The Non Government Organization (NGO) MOPAWIis assisting the Miskito in selling Batana. Moreover, thisorganization aims to improve the current production processsuch that related health problems will be addressed andenvironmental sustainability improved.In the recent past various attempts have been madeto address both the health problems and environmentaldamages associated to the Batana production. To datehowever, no definite solution has been found. In this projectthese attempts have been assessed and analyzed and theoutcome of this reserach was used as a basis for a redesignprocess of the stove used for extraction of the oil, the socalled Ecofogon.Multi-stakeholder redesignThis redesign process has been done with participation of43

www.icco.nl/enwww.mopawi.orgvarious local stakeholders, accounting for cultural valuesand traditions, local infrastructure and local resources. Thishas resulted in a new concept with a number of essentialimprovements compared to the existing stove. One of themain adaptations has been the provision of a verticallyplaced chimney connected to a cooker hood in combinationwith correctly applying the so called rocket principle. Otherimprovements include the use of a pan and a sieve toseparate the oil from the kernels, without the user beingin contact with the stove or the hot oil. Furthermore, thedimensions of the entrance and the combustion chamberare optimised to ensure a more efficient combustion. Thenew concept also provides arrangements for significantsavings of fire wood, which means enhanced environmentalsustainability. As a result of these improvements, thewomen are not directly exposed to the hazardous smokeanymore, resulting in less health threats. Moreover, becauseof a more efficient use offire wood, environmentaldegradation will be partlyaddressed. Besides a newdesign concept, a planfor implementation of theEcofogon was developedduring this project.plan is included on how to build capacities among the futureconstructors of the improved Ecofogon. The implementationplan also includes the construction of a prototype and waysto involve the end users and other stakeholders in furthershaping of the final product.In view of the potential health and environmentalbenefits MOPAWI, a local NGO, is recommended to followup on the new concept by executing the implementationplan. Financing sources need to be found for this purposeand financing partners are recommended to embark onthis project. It is expected that by doing so this projectcontributes to the sustainable social economic developmentand resilience of the minority tribe of the Miskito andparticularly their most vulnerable community members.Use of the pan and sieve. Before removing the pan the skirt needsto be adjusted, N.B. In the right picture the irritating smokecoming from the oil has not been visualized.ImplementationInstructions for end usersas well as constructorsare listed. Also a training44

€Company Graduation dateLUMEN light solutionKamworks June, 2008An exploded view of the design; the Moonlight.Integral Design ProjectExecuted by Ana Maria Alvarez, Loucas Papantoniou,Stephanie Wirth and Doortje van de Wouw.Kamworks is a young company specialized in the supply andmanufacturing of affordable solar energy solutions for ruralcommunities and people who do not have access to reliableelectricity in Cambodia.Currently the company’s core business is the installationand distribution of Solar Home Systems. One of Kamworksprevious projects, the ‘Angkor Light’, is a quality lamp in theprice range of $60-75 (see page 116). In order to reach therural population, Kamworks concluded insight was neededinto possibilities for a more affordable lighting solution inthe range of $10-20.No running costsFrom the product portfolio of Kamworks it became clearthat there was a lack of an affordable ambient lightingproducts. The main outcome of the technical analysis wasto use white LEDs due to their energy efficiency and pricerange compatibility of the product that could easily betailored around the basic needs of the target group. For theenergy supply of the system, two options were possible:a battery charging system with low initial costs but higherrunning costs or a totally independent system with higherinitial costs but no running costs.45Most of the families of the final user test were enthusiasticand even willing to buy the prototypes on the spot.Rural householdsHouse visits and interviews in the rural areas of Cambodiagave better insight into the context, living standards andwishes of the target group: The new lamp should completelysubstitute the kerosene lamp, which use is widely spreadin the rural households. The poor quality of the light, theflammability and health hazards as well as the highly volatile

2008www.kamworks.comfuel prices were the main drivers.The field research lead to several main conclusions: First,people need a portable lamp. Different rooms are to be lit,and most consumers cannot afford more than one lamp.Furthermore, a dimmed light during the night was needed,to orientate in the dark and to feel safe while saving energyat the same time. The dimmed light only has to last fora few hours per night, and about three hours of full lightare needed during the evening. In addition, the inventivecharacter of the Cambodians and the completely improvisedstyle of their houses called for a flexible product that peoplecould use as they wished, without too many restrictions.Poverty makes people use everything they have as long andas efficiently as possible and the usage of the new lamp willnot differ in that point.Ampoul PreahchanThe final design is called MoonLight (“Ampoul Preahchan” inKhmer). It has a triangular shape and includes a cord thatis attached at the three corner points. It can be hung froma wall or ceiling, carried by hand or hung around the neck.It has 6 wide-angle LEDs with a total luminous flux of 42 lmin the normal mode which is equivalent to the light outputof about four kerosene lamps. The dimmed mode providesa light output of 7 lm.It comes with a 0.5 Wp solar panel which can be fixedto a bamboo pole with a standard clamp. This option waschosen as several people had stated during the interviewsthat they were so afraid of the solar panel getting stolenthey would prefer to keep the panel inside all day, leavinga window open for charging. Currently, this anti-thefttechnique is used for TV antennas, so this technique is notnew to the people.The product mainly consists of two vacuum-formed outershells and two also vacuum-formed blisters that hold theelectronics together and buffer them at the same time forpossible shocks.The final user tests pointed out that the product is indeedan appropriate solution for the stated problem. People couldeasily understand and use the product: hanging it aroundtheir neck and placing it at the walls and ceiling of theirhouses. Most of the families of the final user test wereenthusiastic and even willing to buy the prototypes on thespot. These reactions were similar to Kamworks’ reactions;Kamworks indicated they would like to start producing theMoonLights as soon as possible.Installing a 0.5 Wp solar panel on a pole, to prevent theft.46

€CompanyGraduation dateNICE April 4, 2008A battery chargingsystem for youngstersJudith GoorEnergy has a strong link with poverty reduction;unfortunately about one third of the world’s population doesnot have access to electricity and deals with expensive,alternative energy sources. As a reaction on the highneed for affordable energy, NICE is set up as a networkof multidisciplinary shops offering low prices and highquality. The solar powered shops offer internet, educationand a mini-cinema, and are set up in The Gambia, whereabout 70% of the population does not have access to theelectricity grid.A rendering of the design; the left side is for AA batteries and the right sidefor AAA batteries.BatteriesStandardized batteries form a low investment for instantenergy. Batteries are available worldwide, are cost-efficientand fit into many products, which makes them an interestingenergy source. However, the disposable batteries that arecurrently used in The Gambia are of very poor quality andleak hazardous, toxic chemicals. This causes ground waterpollution and health problems. Offering a battery chargingservice with rechargeable AA- and AAA- sized batteries,would provide a low cost, sustainable solution.Youngsters and NICEThrough literature studies and explorative research towardsthe potential users and their context, the framework forthe design of a battery charging system was set up. Thebiggest group of potential users are youngsters (10 – 25years old). With a growing population of nearly 2.8% peryear, this group forms a rapidly growing market segment.Furthermore, the current customer base of NICE is mainlyformed by youngsters, which makes them an approachable47

www.nice-gambia.comgroup. Youngsters are very trend sensitive and caremuch about their image. NICE batteries can add to theirappearance as being a high quality and popular product.MembershipIn The Gambia, registration is unwanted by costumers. Toavoid the need of registration a different setup is needed;new customers will pay a start-up fee to join the system,and whenever NICE batteries get empty, they can beswitched for full ones in exchange for a small charging fee.A NICE battery is the evidence of being a member of thesystem. Customers receive different batteries every timethey exchange. In order to assure them a good quality, thebatteries will go through a quality check that filters out badbatteries.The system assures users a cost advantage within 1.5months, because the charging fee is 30% lower than thecheapest batteries available in The Gambia. It is projectedthat profit is generated for NICE within a year.- Dispenser for full AAA- batteries- Quality check to assure quality of the batteries- Energy tester to test if the battery is fully chargedThe systems are placed on the wall behind the NICEreception desk. In this way the system is visible and triggersthe customers by the bright colors, shiny appearance andblinking led lights. The employee can operate it from behindhis desk and keep a good overview.A functional prototype of the system was built and wasready to be tested in the NICE shop to continue with furtherdevelopment of the product.The prototype in use. The lights visualize the charging.Battery TestersWith respect to the NICE context it became clear thatthe most important requirement is an obvious, structuredsystem that is easy controllable by the management team.The design proposal consists of the following differentcomponents:- Charger with 16 AA(A)-battery cells- Intake for empty AA- batteries- Intake for empty AAA- batteries- Dispenser for full AA- batteries€48

49Photo: Kees van Gastel

Man FishingCitarum River,Java, Indonesia50

€CompanyGraduation dateEverbody Company Feb 8, 2008The product and company name is ‘branded’ into the lid of the coffin witha hot iron. In South Africa this would include the ‘Working for Water’ logo.People will know that they are buying a product that is supported by thegovernment. The lining can be custom made or modified in the villages.These children, Elvis & Kabo, expressed an interestin constructing the coffins as a job. The elders inthe village approved the full sized prototypes andagreed to cooperate in the interests of the village.Culturally appropriatecoffins for BotswanaJan Willem FindlaterFunerals play a central role in Batswana culture. High deathrates, increasing expectations and funeral costs impoverishcitizens as they struggle to provide a dignified burial fortheir loved ones. The Everybody Company had identifiedthis social need and had set about providing access toaffordable coffins throughout Southern Africa and developeda pre-cut click-to-construct coffin. The Everybody Coffinsstruggled to gain a foothold in the market due to materialcosts, availability and consumer acceptance of their productline. The aim of the project was to investigate the practicaland emotive implications of the Everybody Coffin.An in depth analysis of lengthy and extravagant burialrituals highlighted why the Everybody Coffin is not widelyaccepted; functional, aesthetic and emotive aspects of theEverybody Coffin design make it inappropriate for productplacement within this consumer market.The Coffin IndustryThe market can be split up into two categories; state funeralsand consumer funerals. If a coffin manufacturer opts forgovernment tenders they must compete on price with othermanufacturers. The advantage for the manufacturer is thatthe consumer has no choice between coffins, and for theconsumer the advantage is in costs: these services areprovided for free. In the commercial coffin industry priceis not the most important factor in coffin design. Status,protection and style (aesthetics) are key product values.The funeral parlour network is currently responsible fordistributing and selling coffins as part of funeral servicepackages. Although selling direct to the market appears as51

www.everybodycoffins.coman attractive alternative, doing so is a logistical challenge.The infrastructure does not exist (or permit) coffin saleswithout distribution through the funeral parlour network.It is therefore a challenge for product designers andmanufacturers to effectively provide access to affordablecoffins.Investigation of coffin purchasing behaviour in Botswanashowed, alongside the aforementioned product values ofstatus, protection and aesthetics, that culture orientatedcoffin design provided new product values which wereindependent of costs. This finding is an opportunity toreduce spiraling coffin costs whilst improving the emotionalexperience when choosing a coffin. Flat, prefabricatedcoffins are most suited for rural communities acrossBotswana. This is currently the key product value of theEverybody Coffin. Re-designs of the Everybody Coffin wereevaluated within rural communities. Unexpectedly, thesecommunities appreciated the re-designs differently. Thedesign could be used to create jobs in the rural areas, whichis a big need for rural communities. The design criteriachanged during the design process to reflect the localcontext. Continuous feedback during the re-design phasesnoted improvements in aesthetic appeal, product functionand cultural orientation.The new Everybody CoffinBased on the feedback throughout the design process itcan be concluded that the design has improved in termsof product acceptance. Regarding material selection, Bosa(the final design proposal of this project) utilises regionallyavailable waste wood. This necessitated a re-design of theconstruction. The final design may be considered as lessefficient, heavier, more labour intensive and requires alonger production time. On the other hand it is desirable inthe consumer market, adds value to the materials, reducestoxification of the ground water and is creates more jobsin the rural areas. Product acceptance by funeral parloursalso improved. They identified more with new aspects of thedesign, primarily the ability to hold more stock, attractivepricing and reductions in transportation costs.During the process of this project new product valueswere identified. Using these product values for coffin designmay help to positively change purchasing behaviour inBotswana. This study indicates that a culturally appropriatecoffin can be highly desirable and need not to be expensive.Designers can play an essential role in helping societiesto change towards more financially and environmentallysustainable practices. It is their duty to help societies andgovernments achieve their long term goals.Unexpectedly, this study unveiled a great opportunity tostimulate entrepreneurship in the rural areas. Cooperationwith Chiefs, tribes, Burial Societies and Church groups playan essential role when implementing Everybody Coffins. Forthe coffin to realise its potential as a culturally appropriatecoffin it requires the involvement of local craftsmen topersonalise each coffin. This must be done commercially.Government and NGO ‘hand outs’ can have a detrimenaleffect on proactive entrepreneurship in the rural areas.Coffin assembly can be seen as an ideal first step toeconomic empowerment.52

€CompanyGraduation dateDutch Water Limited February, 2008A prototype of the Strolley: unlike the current competition, the Strolleycomplies with ergonomic demands.Water4KenyaIntegral Design ProjectExecuted by Elly Doek, Merijn Janssen , Regine vanLimmeren, Charl Smit and Stefan Versluis.The mission of Dutch Water Limited is to provide cleanand affordable drinking water for everybody in developingcountries. This goal is very clear, but highly ambitious andnot feasible to reach at once. Therefore, a group of studentsfrom Delft University of Technology had been asked toresearch the current situation and develop a ProductService System (PSS) to distribute the clean water that DWLis capable of producing. Keeping in mind on the one handthe desire to become a financially sustainable company andon the other hand the desire to help the people in need, theinitial advice was to target people in the near surroundingsof the water factory in Mtwapa. These people are not thevery poorest, but still drink unclean drinking water and aretherefore in need of DWL water. Transportation costs areminimal and little profit can be made on the water. This wayDWL could start establishing the company by creating asolid financial background and gaining experience for water“processing” (manufacturing and distribution) in a nonwesterncontext.Governmental WaterCurrently, almost all drinking water for the people inMtwapa, Kenya, comes from one governmental tap point,located in the outskirt of Mtwapa. The people in Mtwapabuy this unclean governmental water from the so-calledmikokoteni (handcarts), which deliver the water at home.The system works pretty well and supplies most people withdrinking water on a regular and frequent basis when thereis water available. However, in times of scarcity this way ofwater supply is less reliable and prices increase rapidly, up53

www.dwlwater.comto 200% of the original price. Scarcity occurs several timesa year.amount of regular clients. In addition, the subscriptionallows for the possibility to pay off the deposit for the jerrycan in terms.The proposed Product Service SystemThree different stakeholders were determined for the PSS,Some boundary conditions were kept in mind. First ofand solutions were offered for each of these stakeholders.all, DWL is a start-up company, with little investmentFor customers; by offering clean, affordable and reliablepower. Furthermore sustainability was very important: thedrinking water, customers are served with advantagesPSS should be economically, ecologically, politically andfor health, living standards and financial benefits. Forsocially sustainable. The proposed PSS enables DWL toemployees; Several new employees are to be hired in orderprovide the people of Mtwapa with clean, affordable andto make the PSS function properly. Being employed atreliable drinking water by selling the water at the gate andDWL comes with advantages concerning health (unlike thedistributing it to the houses of the customer by means ofcurrent mikokoteni, the Strolley complies with ergonomichuman powered vehicles. The PSS provides the customerdemands), and are offered a fixed salary. For DWL; Thewith several additional advantages like fixed prices, fixedPSS enables DWL to reach its vision by providing water toquality and constant supply. In addition, the water is soldpeople with a need for clean water, creating employmentin a special, sealed package which decreases the chanceand meanwhile establishing a solid financial base.of the water getting contaminated. The PSS consists ofthe following productelements: the water,the vehicles, and thepackaging. The serviceelements in the PSS areselling at the gate anddelivery at home.A subscription service isoffered for water delivery,which ensures customersof water delivery, alsoin times of scarcity, andensures DWL of a certainDWL cycle45Sealing package1FullSales channelspackageThe jerry can is closed by a capwith integrated tap and sealed6DWL source3to prevent the package to betampered with.Coast Special isFilling packageboth sold at the gate as well as2distributed to the houses ofSelling andthe customer.returning packageEmptypackageProcessing water9Consumer cycleNo treatment87 UseDrinkingDWL processes the water fromAer use the package is returned tothe source into high qualitythe factory to be cleaned for reuse.Coast Special is safedrinking water.The empty jerry can is exchanged withto drink directly fromCleaning packagea new one when new water is beingthe jerry can; it doesbought. No new deposit needs to benot need to bepaid if the seal is unbroken.treated before use.€54

€CompanyGraduation dateSolardew & ICCO Feb 1, 2008In coastal areas the sea provides people with an unlimited source of brackishwater, which in combination with the Solar Dew technology can provide asteady source of clean drinking water.The working principles of the Solar Dew Technology .Comparing Contexts;Solar Dew TechnologyAlexander van der KleijOne of the most important global problems is that ofpoverty. Apart from the obvious humanitarian justification,finding improved ways to alleviate poverty will become anintricate part of creating a sustainable future. Althoughmany will argue, and rightfully so, that the presentindustrialized nations are mainly responsible for many ofthe current environmental problems, it is in the developingworld with its rapidly growing population and rise in livingstandards where the problems of the future will be found.It is therefore important to find sustainable solutions in thepresent for problems of the future.The Base of the Pyramid (BoP) theory does not explicitlyexclude any countries, yet the focus of most BoP projectshas been on relatively large countries which are developingrapidly, such as India, China, Brazil, Mexico, etc. On theother hand many smaller countries which are not developingas rapidly also contain a large portion of the populationmaking up the BoP. They too have an interest in improvingtheir quality of life and may form a worthwhile opportunityfor companies to invest in. The main problem however ismarket size; often these markets are not large enough ontheir own to warrant investment.Different contextsConsidering many of the problems facing the BoP aresimilar across a wide variety of developing countries, it maybe possible to design a single solution for these differentmarkets. In that case, these smaller markets could becombined to create a larger market which may be of interestto companies looking to develop BoP products.55

www.solardew.comThe question is therefore to determine whether it ispossible to cluster these different markets. The first step toanswering this question is to determine if it is possible todesign for multiple markets, each with a different context.Therefore this project provided an insight into:- What is context- Requirements for research in a BoP environment- How to structurally translate research results into aproduct/business vision- How to compare, evaluate and design for differentcontextsThis was done by researching both Pakistan and Madagascar,and developing a concept that is suitable for both.The technologySolar Dew technology consists of two chambers separatedby a membrane. The contaminated feed water in the upperchamber is absorbed by the membrane. As the feed wateris heated by the sun it can only evaporate downwards intothe lower chamber, which increases the humidity inside thechamber, where it eventually condenses on the condensationplate. Thus, leaving the contaminants on the upper side ofthe membrane and distilled water on the other.Water StationThe purpose of this project was not only to describe thisprocess in theory but also apply it to practice, in the formof a case study. As a result, with the help of ICCO andtheir partners, research has been conducted along theSouth-West coast of Madagascar and in the Thar Desertof Pakistan, with regard to the context surrounding thedrinking water problem. The purpose of this research wasto develop insight for the further development of a productaround a technological solution created by Solar DewInternational.The final design of the product is based around the insightthat people at the BoP are unable to make large investmentsand in general are not concerned with the health benefits ofclean drinking water. The product has been designed basedon this understanding of the context, such that it can providea solution for both the Malagasy and the Pakistani context.The product has taken on the form of a water station, runby a local entrepreneur from which he sells water to thepeople of the village. This allows the local entrepreneur toearn a living, whilst the consumers can focus on their owneconomic activities without the daily concerns of fetchingdrink water. Although the design is still conceptual it gives aclear indication of what the future may hold for both waterpurification solutions in general, and specifically for theSolar Dew Technology.The water station, designed for local entrepeneurs.56€

€CompanyGraduation dateKamworks December 14, 2007In order to get an understanding on how the anticipated customer reactedon the mobile store, the Cambodian translator was asked to drive aroundthe rural areas to obtain feedback. In the first place he acted as microentrepreneurwho sells products, consequently he interviewed the potentialcustomers.Mobile Solar Kiosk forMicro-EntrepeneursMiriam ReitenbachDespite recent progress, the Cambodian economy stillhas to reconstitute from the effects of the civil war. Thepopulation often lacks education and productive skills,which leads to a high unemployment rate, especially inthe countryside. About 40% of the population lives belowpoverty line and has to live of less than 1$ per day. As90% of the Cambodian population does not have accessto a secure electricity infrastructure, economic and socialprogress are slowed down as well.These circumstances set the framework of Kamworks’business idea: securing sophisticated energy and lightsupply and creating new jobs for young Cambodians. Asthe country receives approximately five full sun hours eachday, solar energy is one of the promising technologies. Theobjective of this graduation project was the design anddevelopment of a mobile solar kiosk for Cambodian microentrepreneurs,enabling the setup of a self-sustainingbusiness by distributing solar products to the rural area ofCambodia, in continuation of the intensive collaborationbetween Kamworks and Delft University of Technology, seepage 116 .Extreme road conditionsThrough intense user and context research in Cambodia,technical and usability criteria were defined, as well associal and cultural influences. These formed the frameworkof this project. The first constraint was the underdevelopedroad network and the extremely bad road conditions. Also,with heavy rain seasons from May until October the roadconditions get even worse which poses a challenge to the57

www.kamworks.comtechnical requirements.Interviews with potential customers of the solar productsrevealed that Cambodians were not yet familiar with solarenergy in general and that the way of communicating andexplaining products forms a major criterion for the successof the sales results.The outcomes of this research were translated into a finalconcept that was refined by means of iteratively building andtesting the prototype to guarantee not only the technicalfeasibility of the mobile store, but also acceptance amongthe future users - the micro-entrepreneurs.Biking without pedalingThe final design was a three-wheeled electric bicycle thatcan be recharged by solar energy. By making use of thisrenewable energy technology and being remarkably lighterthan existing mobile stores, this vehicle is less polluting thantraditional motorised stores and can contribute to promotesustainable energy in an effective way. User tests showedthat an electric bike caught the attention of the customerimmediately as most rural people never saw someonedriving on a bike without pedalling before.In order to cope with the bad road conditions a newsuspension system was developed that can damp thewheels individually which makes it much easier to drive andsteer the vehicle, even on bumpy and unpaved roads.In the front part of this mobile solar kiosk a yellow carrieris mounted that serves not only to transport the solarproducts, but also as a store front when the lid is opened.Due to the, for the local context, innovative materialapplication of glass fibre reinforced plastic an attractive andeye-catching form of the carrier could be achieved.In the context of a holistic approach this project did notonly focus on the design and construction of the kiosk, butalso presented recommendations on how to communicateto the local customers in an effective and adequate way,such as a LED display and posters explaining the benefitsand cost savings of solar products. Additionally, a newbilingual brand name and logo was created that made itpossible to communicate with Khmer customers as well asWestern stakeholders and contributes to a quality image ofthe mobile solar kiosk.Local Production and maintenanceWhen designing the mobile kiosk, only locally availablematerials and production techniques were considered inorder to generate local income, as local manufacturing wasone of the greatest requirements for the design. Thesemanufacturing experts of the kiosk would also be able totake care of the maintenance and reparations, keeping allthe work and the money local.The bilingual logo on the side of the glass fibre reinforced carrier.€58

€CompanyThe Three Aid Foundation:Graduation dateOctober 24, 2007Better Brace ProjectKoos MunnekeGrarbet Tehadeso Mahber (GTM), an Ethiopian nongovernmental organisation (NGO), offers healthcare tothe inhabitants of the rural area around Butajira, Ethiopia.Due to a lack of funds in the last decade, the capacityand quality of the delivered services of the departmentof physiotherapy and orthotics is lagging in development.Together with The Three Aid Foundation (TTAF), a DutchNGO, this project was conducted. The goal of the projectwas to develop a comfortable and durable knee-ankle-footorthosis for young polio victims in Ethiopia using appropriateproduction technology.Current KAFOsA lot of children with polio have been complaining aboutthe comfort of their knee-ankle-foot orthoses (KAFOs, oralso long leg braces); these braces are often found to beheavy, clumsy to use and awkward to put on and take off.Moreover, pressure excesses, detrimental to skin tissue,frequently occur. A lot of orthoses fail prematurely, andsince there is no communication between the patient andthe clinic, this is a great problem. Furthermore, as thechildren grow the orthoses have to be adjusted to ensure agood fit. Right now this happens by cutting and welding; away which weakens the construction.Overview of the features of a knee-ankle-foot orthosisbuilt with the proposed technology.Customization and adjustabilityIn order to create solutions to these problems, an analysiswas done of the current issues, and requirements wereformulated. It was clear that the future orthosis technologymust offer custom support and correction; each orthosis isto be tailored to the specific needs and dimensions of each59

www.ttaf.orgpatient. Also, the future orthoses should offer more comfortthan the current orthoses. Improving the constructionshould increase the durability of the orthoses and to ensurea good fit over time, the orthosis should be adjustable. Thetechnology must be appropriate for the context of GTM;utilising locally available and affordable materials and locallymaintainable machines.ApproTechThe proposed solution consists of several changes inthe design of the product as well is the production ofthe product. The flat tubular profile used for the uprightconstruction is strong yet lightweight. The combinationof the steel flat bar brazed (i.e. copper welded) in theflat tube provides a durable option for adjustability. Theperforated thin sheet steel of the thigh and calf bands andthe plastic correction shells distribute the pressure over alarger area of the limb and follow the contours of the limbbetter - thus decreasing pressure and improving comfort.The construction of the ankle hinges and the connectionto the shoe is strengthened; increasing the longevity of theorthosis. The proposed technology makes use of locallyavailable and materials and locally maintainable machinesand tools. The technology is affordable as well, concerningthe start up costs as well as the running costs.Several prototypes were built during the project,materials and tools have been purchased, and the orthotictechnicians were trained. In produceability tests it becameclear that the proposed technology offers all options forcustom support and correction. Furthermore appropriatetechnology was employed; the prototypes were producedin the workshop of GTM using affordable materials fromthe local market. In user tests it became clear that the levelof comfort has increased. Future observations will have toprove if the durability and adjustability has increased also,but as it seems now, the product is a success.Fitting of the new brace; user tests for comfort and durability.60

61Photo: Mirjam Lindgreen

Man and horseat workJava, Indonesia62

€CompanyGraduation dateBushΔProof October 19, 2007Affordable Solar Lightingfor rural MadagascarBernard HulshofIn Madagascar, only three percent of the population in ruralareas is connected to the electricity network. In order tofulfill their lighting needs, people have to rely on kerosenebased lighting and candles. Not only in Madagascar but alsoin the rest of the world, kerosene based lighting is still animportant way of indoor lighting; one fourth of the worldpopulation has to rely on it every day.A prototype of the BALL, developed as an alternative to kerosene lighting.Unhealthy and dangerousKerosene based lighting has many disadvantages. Firstly, itis a very unhealthy and even dangerous way of lighting. Thesmoke of the lamps causes health problems and is a majorcause of death among children below the age of five yearsold. Besides this, the lamps often cause fires in rural homes.Secondly, this way of lighting is unreliable and inefficient;lamps are easily blown out, do not provide sufficient lightand cannot provide light in a downward direction. Finally,kerosene based lighting is relatively expensive and bad forthe environment. In Madagascar, people spend about onefifth of their income on kerosene for lighting. The use ofkerosene lamps results in an average annual CO2 productionof 130 kg per household.Alternative to keroseneSince LED lighting and solar cells are becoming lessexpensive and more efficient, they can become the basisof a possible alternative for kerosene based lighting.Exploratory research in Madagascar and further marketresearch have demonstrated that a solar powered lightingproduct with a maximum retail price of 10 Euro could be arealistic alternative for the current lighting solutions.63

www.bushproof.biosandfilter.orgThe possibility to dim the light is an important opportunityto save energy during the night. Many people use lightto keep evil spirits away from their babies. They spendover one third of their lighting budget during the night,since kerosene lamps and candles cannot be dimmed.The investment in a solar powered lighting product thatcan be dimmed during the night could be earned back inapproximately three months.Design criteriaThe most important criteria stated by BushΔProof were:- The product should be affordable- The product should be desirable- The product should be “BushΔProof”“BushΔProof” stands for Simple (people who have noknowledge about solar energy should easily understand theproduct), Tough (the product can resist the environment inwhich it is used), Durable (the product has a long lifetime)and the product aims at high value at low cost.Affordable lightHulshof designed a new solar powered lighting product forBushΔProof: the BALL (BushΔProof Affordable Life Light).The BALL is a combination of a small solar panel and alamp. The separate solar panel can be mounted on a roofto charge three AA 600 mAh batteries. These batteriespower four wide angle WLED’s of 3 lumen each, providing12 lumen in total; enough to illuminate a room of 4 by 4meter. A micro controller is used to dim the light at night to1,2 lumen without losing efficiency and saving the lifetimeof the batteries.An exploded view of the BALL and the panel.BALL from top to bottom: non transparent housing part, powerconnector, electronics, rubber ring, transparent housing part.Panel from top to bottom: transparent housing part, solar paneland non transparent housing part.Rendering of the ball in detail.64

€CompanyGraduation dateDSM October 12, 2007Holy Cow or Cash CowRutger BonselA farmer milking her cow. Note that eighty percent of the farmers in Indiahave less than 3 animals.This project was executed for DSM Innovation Center,a corporate body within Royal DSM N.V. responsible foraccelerating and stimulating innovation throughout thewhole company. This division had identified an opportunityat the Base of the Pyramid and intends to use DSM’scapabilities for addressing needs within the Indian diaryand cattle sector.The objective of this project was to identify a strategicdirection for a business opportunity in the Indian cattleand dairy industry, taking into consideration consumerneeds, stakeholders’ interests and trends in the contextualenvironment, resulting in a financially viable business case,including business model and related product concept.Successful StrategiesThe preliminary research question in this project was;what are successful strategic methods for an entry in theBase of the Pyramid? This question was addressed with aliterature research, resulting in a list of strategic elementsserving as an input for the project. Two elements had afundamental impact on the process: Firstly, the involvementof unconventional stakeholders and secondly, the need forintegral development of product and the accompanyingbusiness model.MethodTo reach the objective, three phases were executed; astrategic analysis, the definition of the strategic directionand the development of the product and business case.An internal analysis into the strategic position of the focalDSM business unit Animal Nutrition & Health (producer of65

www.dsm.comanimal feed) in India revealed that the ruminant sectorcurrently is neglected, due to its unorganized and scatteredcharacter. DSM faces tough competition from local feedmanufactures and has no direct leads to the farmers. Itsvitamins are from a higher quality than competitive products,but are also more expensive. DSM’s major strengths are itstechnical knowledge and one of DSM’s diagnostic tools; theiCheck, currently the only available tool measuring instantlyanimal health at farm-level.The external analysis showed the diversity within Indiandairy farming; India is the worlds’ largest dairy producer,but 80 % of the farmers have less than 3 animals. A focusgroup discussion revealed that these farmers do not havethe knowledge of the function of vitamins in premix feed.Furthermore, their actual need is education and training onall kind of aspects concerning dairy farming; animal health,feeding and dairying practices. Finally, some farmers lackthe appropriate infrastructure for dairy procurement andhave financial difficulties, due to their bounding to localmiddlemen.Animal Feed to Animal HealthPivotal element in the strategic direction was the transitionfrom selling animal feed to delivering animal health. AProduct Service System model satisfies this demand byoffering a full package of education, training, micro-creditand insurance, on top of the animal feed. Through this DSMcan address a broad range of needs of the farmers, whichalso justifies a higher selling price with respect to otherfeed products in the market. The iCheck plays herein a role,since it can monitor the actual use of the feed premixesand can show the farmer instantly the effect of feeding onfertility. Use of the system results in a benefit for farmersof €0,05 per animal per day, in terms of decreased healthcosts and increased milk yield. To reach the BoP customersit is essential to cooperate with local partners, who havedirect contact and are trusted by the farmers.Building trustA pilot project is essential for showing the farmers theadvantages of the system, for building trust and for provingthe actual benefits of the feed premix, since trust appearedto be a very important element for the BoP consumers.Concluded, there is an actual business opportunity forDSM at the Base of the Pyramid. The Indian small-scaledairy farm sector is a largely untapped market for the cattlefeed industry. A pro-active approach is required to reachthe farmers and to support the professionalization of thecurrently unorganized dairy sector.Participants of the focus group, held to gather user insights.€66

€CompanyGraduation datePhilips Consumer Lifestyle August 8, 2007Cooking in rural ChinaIsabella Hoi-Kee WongOn page 102 another graduation project is presented on the Philipswoodstove, by Leonie Ideler. After her graduation project the woodstovehas been developed further, and Philips expects to launch the woodstovein India in the first half of 2009. Recently a commercial pilot was completedin India, from which a great deal was learned, and this was a study to findout how the woodstove was applicable to rural china. Philips realizes thata new market is about to be entered and that their approach to marketingand distribution needs to be modified; Philips is currently optimizing theirbusiness case and their go-to market strategy.The product proposal of the Philips Bio stove is an integration of all theimprovement areas, increasing the likelyhood of the product to be adopted byrural Chinese households. However, the implementation plan of this productproposal is the other half of the successful adoption of the Philips Bio stove.In China, every 90 seconds a life is lost due to indoor airpollution. Philips DAP aims to bring sustainable solutionsto the BoP regarding the reduction of respiratory problemsdue to indoor air pollution. Consumer tests have beenconducted in India with prototypes of a smokeless andefficient woodstove developed by Philips Research. Theconsumer tests have generated useful insight in the context,in the benefits for the consumer, and in the requiredproduct improvements. In parallel they are investigatingopportunities to introduce the solutions in the Chinese Baseof the Pyramid.Similar usability issuesThe first field research in six provinces resulted in thedefinition of the Chinese rural BoP and the target market.It also provides knowledge into the renewable energydevelopment and the market of high efficient low emissionbiomass stoves in China. In the second field research,twelve Philips woodstoves had been tested in two differentprovinces beneath the Yangtze river. The findings showsimilar usability problems but different needs and wishesbetween the provinces. Two personas, which are one of theoutcomes of this extensive research are used as the startingpoint of the concept development.Adoptable proposition for the Chinese rural BoPThe Philips Bio stove is a highly efficient low emission biomassstove electronically controlled with a smart user interface.It is a replacement for the open fire, built in firewood stove(with chimney) and coal briquette stove. It enables the userto cook meals without smoke in their kitchen or coming out67

of the chimney, without electricity consumption and withlower consumption of wood or other biomass fuels. Theuser interface enables carefree cooking, because it informsyou when to add fuel. The product is surrounded by otherservices to decrease the risk for the Chinese rural BoP topurchase the Philips Bio stove, such as government funding,alternative payments options, guarantee arrangements andafter sales service & support.Research in India in rural China has shown differencesand similarities in usability problems, wishes and needs.The stoves can provide a solution for many people in othercountries in South East Asia, as long as the differencesand similarities are properly addressed in productfunctionalities.Twelve woodstoves were used by a variety of rural inhabitants ofChina living in two different provinces in China. The results wereused for the new concept.The ashes from the PhilipsBio stove is removed bylifting up the ash handle atthe back of the stove.First the flame regulator is set to thelowest level and then little piecesof paper and little twigs are used toignite the fire. Subsequently the ONbutton is pressed, both pilot lightsstart to blink. Fuel is added as desiredto increase the fire.The desiredheatingvalue is setby turningthe flameregulator.The red pilot light is blinkingand a short beep sound occursto inform you to add/refill fuel.The user decide to turn the flame regulator to the highestheating value, which is suitablefor stir frying.Both pilot lights are oncontinously; ready forstir frying68

CompanyServals Automationate Graduation dateMay, 2007Fire4IndiaIntegral Design ProjectExecuted by Veronie Croes, Bjørn-Evert van Eck Rasmussen,Swie Oei and Susan Oudshoorn.Nowadays fuels such as wood are getting scarcer dueto depletion of natural resources such as deforestation.Therefore the trend is to develop more sustainablesolutions, also in the cooking field. The goal of Servals isto manufacture products that contribute to better livingcircumstances for the poor people in India. Their visionis “Bringing appropriate technology to the ‘base of thepyramid’ to enhance their quality of life”. Their mission is todevelop a scaleable and sustainable business model usingnative and rural technologies and manufacture sociallyrelevant and environment friendly systems. Servals wants tocreate a sustainable business organization that contributesto poverty alleviation in the areas of energy conservationand water management.”A future user testing the prototype. The picture on the top showsthe pumping. On the bottom the working stove is shown with a pan.Eliminate keroseneThe way people cook in the current situation contributesto health problems and the green house effect. Servals hasbeen working on the development of a stove which onlyneeds plant oil to burn, yet kerosene was needed to supportthe burning. Fire4India was hired to improve this burner andeliminate the need of kerosene, as well as to design a stoveespecially for the BoP target group. Servals wants to besuccessful in the burner market as well as the stove marketand wants to achieve a higher penetration. An innovativeburner based on plant oil can create a strong position inthe market for Servals as there are only a small number ofdirect competitors in a large and expanding market.Urban vs RuralDifferences between urban and rural people in cooking69

www.servalsgroup.blogspot.compatterns and the use of cooking stoves were discovered inthe user study, as well as differences in living circumstances,the shops they visit etc. This indicates that these two groupshave to be serviced and reached in different ways. Althoughthe stove satisfies the needs of both rural and urban poor,on the short term only the urban poor will be targeted, asrural people cook on wood they collect themselves, which isa lot cheaper than plant oil. Wood is not a competitive fuelfor urban people. Also, urban poor can be reached throughthe distribution channels Servals is most familiar with.The rural poor are still an important target group for theplant oil stove, and should be targeted in a later stadium. Byfirst targeting urban poor, a critical user quantity is createdthat is necessary to:- Increase the amount of plant oil manufacturers- Prove the worth of stove to the rest of India’s poor- Prove the worth of the plant oil as a fuelThe WicketFire4India developed an innovative cooking stove whichburns on 100% crude plant oil and is able to burn on alldifferent kinds of plant oil. The stove, specially designedfor the Indian BoP market, creates more independence bygiving the possibility of extracting plant oil by the BoP peoplethemselves. The stove is designed in such a way that evenwrong usage can not lead to dangerous situations. Thepumping and poking movements are known to the users.The handles to slide the caps up and down are positionedin such a way that it is easy to make the rotating movementwith both hands. The flame plate is operated when thehandles of the sliding mechanism are in the lower (mostleft) position. In this situation the handle of the flame plateis freely accessible, without the obstruction of the slidinghandles.Green prototypeThe design of the stove has obvious similarities with theexisting kerosene wickstove. This makes the Wicket instantlyrecognizable as a stove. It is important that the stove formsa unity. Therefore the tank is placed below the burnerand follows the same cylindrical shape as the frame. Tomake clear that the stove operates on a different fuel thanexisting stoves, the stove has a distinguishing green color.The handles are made in an eye-catching different color, soit is instantly recognizable which parts can be touched. Thestove is mostly made out of recycled mild steel; a strongand cheap material, largely available on the local market.The team and the working prototype.70

€CompanyVIA: Bridging the Digital DivideGraduation dateDelft University of Tech. Nov 27, 2006Yu-Kuan Chang took seven MNCs as case studies to gather their experienceand knowledge to learn for future product development for the BoP.VIA seeks to develop a sustainable bridge over the digital divide of the80% of the world population that do not have access to the internet.Therewith, the company makes vast information, education andcommercial resources available and thus empowers many people in theBoP. Their approach to emerging markets is based on four objectives:· New markets: beyond ownership to access;· New environments: beyond city comfort to rural remoteness;· New usage models: from “one-to-one” to “one-to-many”;· New products: from PCs to PHD appliances.Knowledge Gaps inProduct DevelopmentYu-Kuan ChangMultinational Corporations (MNCs) increasingly developnew business models, products, and services to satisfy theneeds in new markets. From urban to rural areas, emergingmarkets have extremely diverse groups of consumers withdifferent needs. In this project, the strategies of sevenmultinational companies were analyzed in a case studyresearch. The companies included were Philips, VIA, Haier,Motorola, Intel, Microsoft, and BenQ.The objective of the project was to learn how MNCsidentify their roles and opportunities in emerging markets,and how they develop new products and strategies for thesemarkets. Within the project, there was a particular focuson how MNCs develop new products for people who earnless than three dollars per day. This segment represents themajority of the population in emerging markets.Interviews with ManagersThe data was gathered through interviews with MNCmanagers who are influential to the company’s emergingmarket strategies and innovation processes. Twelveinterviews with participants from seven MNCs wereconducted to collect knowledge and practical experiences.Wihin each case, aspects of motivation, strategy, innovationprocess, difference, difficulty, challenge, etc were analyzedand reported on. Some examples of the results for threecase studies are described in the boxes spread over thesepages.The results reveal that similar motivations to enter theBoP market can lead to various product strategies anddevelopment processes. The motivation on corporate social71

esponsibility is required to support the projects which aimat the Base of Pyramid (BoP). These types of projects cannotonly be evaluated by short-term return on investment, butneed to be sustained by long-term visions on social returnon investment as well.Challenges in Innovation for the BoPThe major challenges within innovation process includethe opportunity identification, front-end research, productintroduction and delivery. Most challenges arise becauseof the unfamiliarity with the local context and the distinctinfrastructure in emerging markets. Although MNCs havestrong global resources and networks, a sustainable localenterprise network is necessary for MNCs to interact withlocal the communities. Non-Governmental Organizationsplay a vital role in the process in which they intend toapproach consumers at the BoP.This project aimed to gather the best practises of all theMNCs. However, a general strategy for emerging marketscould not be identified. This knowledge can be shared forlearning and future activities in the BoP.Intel: Breaking the Vicious CycleIntel identified a vicious circle in emerging markets. The cycleof less access to technology leading to less productivity andknowledge; this in turn leads to less personal and businesswealth. Intel believes that by investing in technology, thiscycle can be broken, and the emerging markets can beopened up to sustainable growth.The vicious cycle of lacking technology is broken by Intel’sapproach to invest in technology to increase wealth in the BoP.Microsoft Research: Pay-As-You-Go ConceptsThe ‘flexGo’ is a flexible alternative to traditional PC financing. It is a new conceptto make PC’s affordable for medium to low income communities by providing financingoptions for buying a PC. By doing ethnographic research to understand the local context,Microsoft research is able to develop ICT technology for the BoP. They believe this singlemethod can work in most emerging markets. Therefore they encourage their researchersto work at BoP communities. The high level of uncertainty increases the importance ofseveral prototyping and user testing cycles before marketing the cheap PC.72

73Photo: Prabhu Kandachar

Market forHoli ColoursIndia74

75Design & CultureOnion model of Geert Hofstede1. Hofstede G. (2005), Cultures and organizations,software of the mind. New York: McGraw-Hill…..local habits, shared by a group….photo: Toon FeyDesign & culture in theBoP DomainAnnemiek van BoeijenTravelling is very common these days, at least for those whocan afford to. People are travelling all around the world,looking for opportunities to make a fortune, escaping fromexisting life, and looking for adventure. Travellers learn fromwhat is different and common, always comparing that whatthey come across on their travels to what they know.The students featured in this book have all travelledto the country their project was focused on. The manyconstraints (finance, resources, skills, legislation…) studentsface in BoP projects are challenging; students really feelthey are provoked to be more creative, enterprising andfocused. An aspect that motivates me to support thesestudents is that through BoP projects students will learnmore about themselves. They get the chance to develop anopen mind and they can position their own truths into otherperspectives. I believe that experience abroad teaches thestudents to be more effective, respectful of other cultures,and to better understand their own culture and values. As astudent said ‘it is a life long experience’.One of the main differences encountered by studentsin BoP projects is the difference in culture. The culturalanthropologist Geert Hofstede 1 defined culture as thesystem of shared beliefs, values, customs, behaviours andartefacts that the members of a society use to cope withtheir world and with one another (2005). The people thatwe consider as the BoP live in cultures that differ greatlyfrom the cultures we live in. Our students have to put ineffort to understand the differences as well as what theyhave in common with the people they design for.Culture plays a role in the relationships between people

“Travel is fatal to prejudice, bigotry, andnarrow-mindedness.” – Mark Twainand in the relationships between people and products. At the Facultyof Industrial Design Engineering students are taught a holisticdesign approach: they are taught to research and understand thewhole context before developing design solutions. Cultural theoriescan help formulate relevant research questions. For instance, whenhierarchy in a society is stronger than the designer is used to, thefollowing questions might be relevant; Who will be the owner ofthe product? What kind of status will the product provoke? Whatwill the that mean for the manifestation (functions, form, colours,shape etc.) of the product?So how can we find the answers to these questions? Methods foruser and usage research need to take cultural aspects into account.Designers should be aware that users might not feel comfortableto give their personal opinion, especially when living in a culturewhere community opinion is considered of more value than theopinion of an individual. In these cases, a group brainstorm sessionas commonly practised in Europe will not work as expected.Design management is another aspect where culture plays a bigrole. An example is found in the differences in power distancesbetween nations. In countries with relatively high power distance,Western European students might feel limited in their freedom,misunderstood and unsupported. They will have to explore thesenew feelings and find new ways of communication and learn toadjust. That is possible only when the designer is open to andunderstands both the differences and the common features incommunication.For the manifestation of the new product, designers need tounderstand how the intended users will give meaning to theproduct, and how the new product will influence their socialsystem. How groups of people give meaning to products in generaland new products in particular depends partly on theculture where the people live in. Culture is manifested indifferent layers. Hofstede distinguishes four layers:Symbols Words, gestures, images, and objectsmanifested in a specific group such asconsumer products, services, art, dialectHeroes People - alive or dead, real or fiction - thathave a specific meaning for a group ofpeople, such as Nelson Mandela for theworld, queen Beatrix for the Netherlands,the chief of a villageRituals Collective activities, not (just) to fulfil atechnical function, but because of a socialinterest for the group such as a weddingceremony, praying before dinnerValues A collective tendency to prefer a certaincourse of events above another one,expressed by qualifications such as goodbad,dirty-clean, ugly-beautiful.Although products are part of the outer layer, thesymbols, they are directly related to the inner layers.Therefore designers should understand all layers.I would like to end my deliberations by emphasizingthat culture is only one of the many aspects of a BoPdesign project. Culture stresses the differences betweengroups of people, but there are also universal andinherited principles that lead to global shared solutions,and there are personal differences everywhere thatrequire individual solutions, wherever your location inthe economic pyramid.76Design & Culture

77Photo: Stephen Boom

BoatsCambodia78

79€CompanyGraduation dateSharepeople (EYE), Pradan November 10, 20063D models of the reeling machine (left) and the re-reeling machine (right)Second prototype of the reeling machine during user testingReeling Machine for SilkYarn ProducersAnnemarie MinkPRADAN, an Indian NGO, attempts to reduce the vulnerabilityof socio-economically disadvantaged communities. Theyorganize poor women into savings and credit groups,and develop locally suitable sectoral activities to expandeconomic opportunities in the hands of poor families.One of their activities introduced in the villages ofJharkhand and Bihar is the Tasar Silk reeling project. Beinga unique silk that grows in the wild, Tasar silk currentlylacks an own identity, as opposed to traditional cultivated‘Mulberry silk’. Also, traditional technology, inefficientproduction processes and exploitation by traders and moneylenders have crippled the activity of Tasar silk production.Reeling is done by using a ‘reeling-cum-twisting’ machinewhich produces coarse yarn and a re-reeling machine, whichtakes care of re-reeling the yarn onto a standardized re-reeldrum. Mink aimed to develop a re-design of the existing‘reeling-cum-twisting’ machines. Lack of quality control,safety and proper ergonomics are the barriers.Re-design of the Reeling MachineThe main problem of the existing machine is lack of qualitycontrol. Thickness, twist and colour vary widely, whichmakes it difficult to establish a good quality standard forthe produced yarn. Therefore, entrepreneurs struggle toget a good price for their yarn. Also, the machine has alot of unprotected moving parts, which cause concerns forthe safety of the workers. The machine is driven by humanpowered pedalling, is noisy and has a fixed height, which allcause ergonomics problems. The costs of the machine arehigh in relation to its yarn production.Together with PRADAN, Mink developed a number

www.icco.nlwww.pradan.netwww.sharepeople.nlof criteria for the re-design. First criterion is to maintaina constant reeling speed, lessen physical problems andenable a table-sized tool. Also, the machine should includea quality control mechanism and independently drivenspindles should enable lines to continue in case one of thefour yarn lines breaks. The introduction of a motor andquality control brings extra costs, which must be nullified byan increased quality and/or output of yarn. Mink divided thefunctions of the reeling machine into sub-problems usinga morphological map. The main functions of the machinewere: combining filaments, insertion of twist, taking upyarn, separate twisted and non-twisted yarn, spreadingyarns on take-up package, establishing transmission,separate driving take-up package and integrate re-reeling.Mink developed product concepts based on three differenttechniques: non-integrated re-reeling, indirect integratedre-reeling and direct integrated re-reeling. The conceptof indirect integrated re-reeling was chosen based on theexpected simple usage and production and because thisconcept offers the possibility of producing a new type of yarnthat opens up new markets. The yarn is guided and easy tocontrol and reach in this concept. Prime advantage of theconcept is the estimated high yarn production rate. Minkmaterialized the concept, which resulted in fully detaileddesign and a prototype was built in a local workshop.Safe, Efficient and User-FriendlyAn important aspect of developing products for the BoPmarket, is the necessity for affordability and return oninvestment. Mink calculated the estimated cost of there-design and the future profit for the silk reelers. Sheestimated that reelers can produce 1,9 times more yarnthan with the existing machines. Which means that reelerswill increase their profit from 56 Rupees to 104 rupees aday. Both from user and yarn production process evaluation,Mink concluded that the machines are safer, more energyefficient, more time efficient, more user-friendly, havehigher yield and the yarn produced from the machine is ofa better quality.UpdateAfter graduation, Mink was hired by the Dutch developmentorganization ICCO to finish the project and produce asecond, smaller and cheaper prototype. A student from thefaculty of Mechanical Engineering was selected to help withimproving both the machines. Mr. Rahmouni did a great jobin helping to optimize both the machines and together theywent to India to build the second prototypes. The outcomewas two smaller, cheaper, even more energy-efficient andgood working machines, understandable for the reeler andthe manufacturer. Rahmouni will graduate soon on theimprovements of the re-design of the reeling machines.The second generation prototypes are being adjusted toperfection and then a test-series of thirty machines will runin a newly established reeling centre. If this is all workingwell, the machines will be taken in full production andreplace the currently used machines. Subsequently, themachines will directly contribute to the improvement of thewomen’s working comfort and to their income. Improvementof income contributes directly to their livelihoods. €80

€CompanyThis current doctor setdoes not include moresophisticated tools. Next tothat, village doctors do nothave appropriate medicalknowledge, nor contact withexperts.Graduation dateImpact Sept 21, 2006The LifeBox network involves information sharingand distribution througout the network.Support Tool for theChinese Village DoctorMarion de GrootEvery Chinese village has a village doctor. These are loweducated villagers that have received a basic medicalcourse, but function as a general practitioner. While theyknow their patients well, they have very little contactwith more educated doctors, and no access to up-to-datemedical information resources.This project aimed at developing a support tool to providethe village doctors access to medical information, guidethem with medical decisions and link them to the nationalmedical network.Barefoot DoctorsThe Chinese healthcare system is built up of tiers: 3rd tier(1000 beds, 2300 doctors), 2nd tier (650 beds, 600 doctors)and 1st tier hospitals (50 beds, 100 doctors) and the ruralCommunity Healthcare Points (CHP). The CHPs are mannedby an average of two village doctors, or ‘barefoot doctors’.In 2004, 95% of the Chinese villages had a village clinic,counting up to an average of one doctor per thousandrural inhabitants. However, they often have received onlybasic medical training and have little contact with the urbanhospitals and up-to-date medical information. The mainproblems De Groot focussed on are a lack of (quality) tools,appropriate medical knowledge, counter-effective behaviorof rural population and the small budgets rural hospitalsreceive. The goal of De Groot’s project is to improve thequality of this village doctor by developing a support tool.The company Impact in Breda developed a self-monitoringsystem for diabetics in the Netherlands: the set-top box.The company saw potential in developing this system for81

the village doctors in China. The Lifebox, as the supporttool is called, provided the starting point for the productdevelopment process. The design problem consisted out ofunderstanding the context of healthcare in Chinese villagesand developing a dedicated interaction and implementationstrategy.Product GuidelinesDuring the development, De Groot focused on trust betweendoctor, patient and product. She developed guidelines forthe product based on context research and interviews fromgeneral practitioners.Based on context research she formulated guidelinessuch as ‘the introduction of a new tool can be comparedto other tools the doctor uses. Since these are trusted, thetool will be trusted as well’ and ‘the doctor should be able tooperate independently of the product’.General practitioners were interviewed to gain insightin how the village doctors could be supported with usefulinformation. These interviews resulted in a number ofguidelines for the product such as ‘information should beorganized around symptoms of diseases, to enable undereducateddoctors to find the right information quickly’ and‘the product should end up with differential diagnosis andindicate the probability of each possible diagnosis’.The LifeBoxThe product supports access to medical information,communication with educated doctors and inclusion in thenational healthcare network. The LifeBox can store patients’health history and help the doctor navigate through thediagnoses. The reasons to use the box are the availabilityof a TV in almost every community healthcare point andthe familiarity of the doctors with using a remote control.Lifeboxes are connected to (local) servers and hospitals viathe phone network. This enables the sharing and updatingof information throughout the network of medical facilities.The software of the LifeBox has three sections: a patientguide, supporting the doctor with diagnosing patients, aneducation section providing course material from the higherlevel hospitals or the district and an email box. The e-mailbox can contain messages from all the parties involved inthe network, keeping the doctor up-to-date.With the LifeBox village doctors have access to medical information,contact with educated doctors and inclusion in the nationalhealthcare network.82

€Company Graduation dateDesign of a MalariaPhilips Research August 31, 2006Diagnostics DeviceCathelijne Huis in ‘t VeldRendering of the computer model made of the malaria diagnosis device.Worldwide, up to 500 million clinical cases of malaria occurevery year, causing up to 2 million deaths. Amongst thesedeaths are mainly young children. Currently, the goldstandard for diagnosis of malaria is microscopic research(the best method available). This is a reliable method,but trained microscopists are needed. Other methods thatare easier to perform are less reliable, cannot identify allspecies, are more expensive or the tropical climates easilyinfluence their reliability.Researchers at Philips Research, Care & Healthapplications develop techniques that can make the diagnosisas reliable as microscopic research, independent of theskills of the operator and climatic conditions and are eitherportable or non-invasive. To develop a successful product,more knowledge must be gained to better understand thecontext of malaria diagnosis. Consequently, Cathelijne Huisin ‘t Veld aimed to develop a concept for a malaria diagnosisdevice for the Indian context, in cooperation with ManipalUniversity. Next to the context research and design of aconcept, she also evaluated the BoP protocol of Stuart Hartwith respect to usage by students and Philips employees.Alternative Medicins for MalariaAfter the kick-off in the Netherlands, Huis in ‘t Veldcontinued her literature and context research in India. Thehealthcare service in India can be divided in three levels(see graduation project of Jon Rodriguez).In India there are many more types of healthcarethan allopathic healthcare. Ayurvedic medicine as wellas homeopathic medicine plays an important role in the83

www.philips.commedical market in India. For malaria this means thatallopathic medicine comes across most initial cases. Whenthe disease is in the second or third stage and the patientsuffers from repetitive fever attacks, some people approachayurvedic or homeopathic medicine. Allopathic medicinegenerally makes most use of electronic equipment for bothdiagnostic as well as treatment purposes. Doctors rely agreat deal on electronic devices. In the case of ayurvedichealthcare almost the same methods are being used fordiagnosis as allopathic medicine. It is mainly the treatmentthat differs. Instead of generating large and concentrateddoses of the effective drug, the complete natural form isbeing given to the patient. In this way the drugs are lesstoxic but the healing process takes longer.There are approximately 156 different species ofPlasmodium. Four are known to affect humans. Malariais treated in 5 phases. Since both allophatic and traditionalmedicine have a common way of diagnosing malaria, theproject focussed on this part of the malaria care process.Quick Malaria DiagnosisDuring her stay in India, Huis in ‘t Veld developed designsolutions. The malaria diagnosis device should workaccording to the technique of the automated microscope.Integration in malaria control programs is needed to reachas many people as possible. This meant that the main usersare Auxiliary Nurse Midwifes (ANM) and mass screeningteams.The main function of the device was to “enable aminimally instructed user in India to quickly state thediagnosis of malaria, independent of any other facilities”.After the analysis Huis in ‘t Veld proceeded with conceptdevelopment and optimization in the Netherlands. Theconcept had to conform to criteria of technology (theautomated microscope), construction, safety, datacommunication, comfort, aesthetics and costs. During thedevelopment stage, potential users were involved to ensurerelevance and usability of the final product. This resulted ina portable device that can be transported and used by theANMs and in mass screening activities.Five phases of malaria medical care.84

€Company Graduation datePersonal Water PurifierVestergaard Fransen August 4, 2006Roelie BottemaLifestraw Child is a smaller and slightly adapted version of the currentLifeStraw. The child can drink by sucking, squeezing or tumbling the bottle, ora combination of these.For 1.1 billion people, access to safe drinking water islimited. Poor people suffer most, because they cannotafford to buy drinking water. This results in more illnessesand more pressure on women to transport the water. TheDanish company Vestergaard Frandsen (VF) has developedLifeStraw, a product that purifies surface water for personaluse with filters. People can carry the mobile LifeStrawanywhere, which is complemented by another waterpurifying product at home. For Ghana, LifeStraw could belifesaving since 38% of the people do not have access tosafe drinking water and the majority of the people live inrural areas.Roelie Bottema investigated several aspects of theimplementation of LifeStraw, focused on children underthe age of five. Also, she developed instruction manualsand posters. In this way health workers can instruct peoplebetter and more complete about the use and other issuesconcerning the LifeStraw.85The problem withdrinking 'dirty' wateris visualized. Also,the actions for usingand maintaining theproducts are explainedstep by step.DrinkingHer user research demonstrated that people are not usedto pay for their water or treat their drinking water. Water israre and often polluted and women have to walk far to getthe water, especially in the dry season. Even though peopleare aware of that, they do not have a choice rather thanusing this water.Regarding LifeStraw, users did notice they need it:‘everyone should have one’ and ‘I do not have diarrhoeaany more’. Also, the appearance appealed to them and theyassociated status to the product user. When asked about

www.vestergaard-frandsen.comwhat LifeStraw actually did, people mentioned ‘It retractsdiseases from the water’ and ‘it stops dirt’. Participants oftentalked of LifeStraw being a good product, but not everyonecould afford it ($2.50). Also, they were afraid that theproduct would be stolen.From this part of the research, Bottema recommended totake care of disposal and replacement aspects. The existingLifeStraw could be improved by enabling personalizationand giving feedback on the level of sucking power andeffect of cleaning.Vulnerable ChildrenIn her research, Bottema observed that children youngerthan three years could not handle LifeStraw by themselves.They do not understand how to suck the water. The childdoes not understand why it does not get water in its mouthimmediately after sucking. Also, maneuvering the cup andLifeStraw at the same time is complicated for them. Becausesmall children are most vulnerable for waterborne diseasesand LifeStraw is unsuitable, Bottema concluded that a childversion of the LifeStraw should be developed suitable forthe children.Ideas were generated in brainstorm sessions, withVestergaard Frandsen employees in Ghana and also withstudents at the Faculty of Industrial Design Engineering,Delft. Bottema elaborated on the ideas and madecompromises on price, feasibility and other requirements.Two concepts were developed based on working principlesand production of the existing LifeStraw.The final proposal consists of a slightly modified LifeStraw,named LifeStraw Child, a flexible bottle and a specialmouthpiece. The bottle has a one-way valve that lets airin but not out. On the transparent bottle, a volume scalewas added to give feedback to the mothers and a writablearea included to personalize it or write the expiry date asreminder. Using a smaller LifeStraw makes the producteasier to handle for children. In LifeStraw Child a valve isadded which prevents the water to flow out of LifeStrawChild after sucking it up to a certain height. When pressureis put on the valve, it does let air through, an aspect thatmakes the product easier to clean by blowing.Instructions to Health WorkersIn addition to developing LifeStraw Child, Bottema createdinstruction material for usage of both LifeStraw andLifeStraw Child. She first concluded from the user researchwhich elements should be included. Focus should be onthe relation of clean drinking water and health, what theLifeStraw product line does, and how to use and maintainthe products. Expiration and personal use are also aspectsthat should be stressed. She developed a manual for healthworkers anda large posterfor usage whileinstructing peopleAn instructionmanual for bothhealth workersas users of theLifeStraw wasdesigned.86

€CompanyGraduation dateDelft University of Tech. July 29, 2006Screenshot of the online knowledge framework on the ‘stakeholders’ page.Knowledge Framework:Design4BillionsMijntje de CaluwéThe strategy and business development for emerging marketsis growing; starting with the theory of Prahalad, while thedevelopment of knowledge on product development for theBase of the Pyramid is still lagging behind. Enterprises anduniversities have difficulties in developing products for theemerging markets: a lack of structured or systematicallyordered information inhibits efficient and effective productdevelopment, also referred to as Design4Billions in thisproject. Design4Billions aims at a market of approximately4 billion people who earn less than four dollars a day.The goal of the project of Mijntje de Caluwé was todevelop a knowledge framework for product developmentfor emerging markets. It should provide a knowledge sourcefor projects at the Faculty of Industrial Design Engineering.Knowledge from experts was gathered on three topics:knowledge, product development process and contextualaspects. A fourth was added after the interviews: riskfactor.Product development for the BoP is carried out by anumber of companies. Yet little public knowledge existson how to deal with design related problems for emergingmarkets. Through a series of explorative interviews witheight experts, De Caluwé gathered knowledge and insights.These were integrated in an online knowledge portal(www.design4billions.com).Designer Related KnowledgeSpecific design related knowledge was subdivided in fouraspects: attitude, experience, information and skills. Thetwo main perspectives of designers were either an engaged,87

www.design4billions.compersonal attitude towards the BoP, or an accidentalentering of this market segment. Individual experiencesare important to designers, and are related to the productbrand, the role of the participant and the project context.For information gathering, multinational companies relyon consumer research, while small and medium sizedenterprises use Non-Governmental Organizations and theWorld Heath Organization to gain insight into their targetgroups. For designers in the BoP, their social skills are mostvaluable, an open mind, flexibility and communication arekey factors.The product development process relates to five aspects:strategy formulation, design requirements, productdevelopment, market introduction and product in use. Theprocess bottlenecks are the design requirements and theproducts in use.financial, Governmental and Designer.3 Designers4Billions and their main focus points arementioned and described in the categories: knowledge,context, process and risk.4 Collaboration is stressed as the means to achievesuccessful product development in a BoP arena.Additional features are provided in the form of ‘tips &tricks’, a BoP library, an inspiration page including links tointeresting websites, and a list of definitions.The Delft Innovation Model adjusted for emerging markets.FrameworkThe perspective of the designer was central whilestructuring the knowledge for future use by designers. Theonline knowledge database contains all the information thatis gathered during the research project. The frameworkorganizes knowledge on product development for the BoPin four main ‘chapters’:1 Global village, which contains general informationabout the place Design4Billions takes in a global worldcontext.2 The stakeholders of product development for the BoPare mentioned and described: Business, Humanitarian,Local enterprises, Knowledge, Technological, User, Micro88

89Photo: Ferry

Girl GettingWater in FavelaRio de Janeiro, Brazil90

Service€Car Wash ScenarioIn this scenario the PSS is asystem that takes care of everything.The POS user onlyhas to address the needVintage ScenarioIn this scenario the PSS turnsa current business into a combinationwith the POS supplyand serviceCompanyGraduation dateBosch & Siemens July 7, 2006New Business Do It Yourself ScenarioExisting BusinessesIn this scenario the PSS providesthe tools and needsthrough a new system, butwithout helping the users activelyFamiliar ScenarioDo It YourselfIn this scenario the PSS turnsa current business into a combinationwith the POS supplyand serviceSeveralscenarios forimplementationof the plantoil stove weremade. Themost promisingscenario wasthe “vintagescenario”, shownin the lower leftquadrant.Product Service Systemfor Plant Oil StoveElselien EpemaIn developing countries, indoor air pollution and deforestationof land are the two main environmental and health problemsoccurring due to the use of biomass fuel for householdenergy. Bosch and Siemens Home Appliances Group (BSH)and the University of Hohenheim have developed a plant oilcooking stove. Plant oil is abundant in rural areas of manydeveloping countries, so this market is very promising forimplementing the stove. A pilot project with a non-profitfocus was executed in the Philippines.Elselien Epema developed a business plan to implementthe plant oil stove in the Philippine market. She wrote abusiness plan and created a financial tool to demonstratethe financial feasibility of the stove implementation plan.POTCProduct Service SystemThe Product ServiceSystem includesdistribution,marketing andafter sales of theplant oil stove andsupplements. Allpartners should beorganized as shownin the figure.91

www.bsh-group.comSafety, Time and ConvenienceSeveral households in the Philippines have been usingprototypes of the plant oil stove. After a year, researchconcluded that the advantages of the stove for the users aresafety, time, convenience and the package-size fuel. Also theuniqueness and use of new technology makes it interestingfor Philippines to use the stove. A plan to market the stovesuccessfully should focus on these points, according toEpema. However, affordability is always the first priority.In her research, she focused on understanding thetarget group needs and possibilities. The target groupis not aware of all predefined benefits such as improvedhealth and environmentally friendly. She also surveyedpotential business partners or competitors and the currentlocal market. Switching from wood and charcoal to plantoil would raise initial costs for both restaurants andhouseholds; however, switching from LPG to plant oil wouldbe more profitable, because of reducing energy costs andinitial investment.Epema also extracted important business model factorsfrom literature. For business partners it is important toorganize clear local communication, take care of therelationships and look for partners close to the local people.All products should be affordable to the target group,promotion, location and opening hours adjusted to localconditions. High quality after-sale service would improvethe use of the stove as well.Product and ServiceThe system for the distribution and service centre of plantoil stoves could be seen as a product service system. Bothproducts, including the stove and fuels, and service, suchas training and maintenance, should be delivered. To showpotential systems, Epema made several scenarios, eachconsisting of goals and ideas for implementation.The most promising scenario was the ‘vintage scenario’,where a current business is modified into a combination ofstove supplier and service provider. By using an existingbusiness, the implementation would be easier and moreeffective towards end users.The chain included three parties: the plant oil technologycentre, distribution and service centres and a cooperative.The centres are responsible for marketing the stoves andservice and are set up by local entrepreneurs. Each sellingpoint of the cooperative has a plant oil tank with a tapsystem. Consumers bring their containers and fill thesewith oil. No packaging is needed and the consumer can buyexactly the amount he prefers.FinanceProduct prices needs to be adjusted to the user’s financialpossibilities by subsidizing by BSH. Also, users can pay ininstalments. The financial model predicts that entrepreneurscan earn twice the minimum monthly income for a fulltimeemployee.The financial model is translated into a financial tool, tovisualize the influence of decisions and the sensitivity ofvariables. Also, the subsidy and selling prices are defined.Epema recommended a lowering of material costs, localproduction of the stove burner and an increased lifespan ofreplaceable parts.92

€Company Graduation dateTricycle for DisabledMovendi FDN and MAK-D July, 2006EntrepreneursIntegral Design Project - GhanaMovesExecuted by Rutger Bonsel, Sietse Cieraad, StéphanieReintjens and Imke Schepers93The two concepts, hip-spot and high-spot, were developed incooperation with the local metal workshop Mak-D in Ghana.Prototypes of the concept were developed to enableuser testing in the context of intended use.The Movendi Foundation, a Dutch Non-GovernmentalOrganization (NGO), aimed at helping physically disabledin emerging markets, has projects in Kakinada, India.The NGO also has founded several workshops in mobilityequipment, which are owned by local people. A team of thesecond year Master course Integral Design Project searchedfor new product-market opportunities for one of the localmetal workshops in Ghana, called MAK-D.MAK-D Metal Works is a small metal workshop in Madina-Accra and has one owner and seven employees. They focuson the production of fences, furniture, vendor carriers andtricycles for disabled. Due to a lack of financial support, thecompany is not able to produce tricycles anymore. The aimof this project was to support MAK-D in growing its businessin a sustainable manner. They approached the problem bydeveloping a new product that integrates the interests ofthe company, the customers, the users of the product andsociety.Employing Disabled PeopleThe team did market research in the medical sector, as wellas in several other sectors. They investigated the situationof disabled children in Ghana, they visited rehabilitationcentres in Kumasi and Accra and interviewed local peopleof Ghana.From this explorative research they drew conclusionsthat directed their process:• The situation of young disabled children in Ghana is

www.movendifoundation.orgquite good, due to efforts of Liliane Funds and NsawamOrthopedic Centre.• The Ghanaian society is annoyed by disabled who arebegging on the street.• Only a small portion of the disabled is actually begging,the major part of the disabled population is willing towork but cannot find employment.The team also identified that there is severe competitionin the metalwork sector, especially in fences and furniture.The sector is characterized by copy and imitation. And thereare no other producers of vendor carriers and tricycles inMadina. From this the team concluded that:• MAK-D is the only producer of mechanical products withwheels in its competitive environment.• The trade sector is a lively sector; a major part of theGhana economy is based on trading, where vendorcarriers are common.From the external research a strategic product-marketopportunity was formulated for MAK-D: Design of equipmentthat enables the disabled to participate in trade business.Selling or Donating?From a search for potential customers two possible scenariosand target groups emerged. The first scenario was to findcompanies that sell provisions and are willing to sell theirproducts trough disabled people using the MAK-D vendorcarrier. In this case, the disabled will act as vendors that sellthe companies goods, and are thus indirectly employed bythe company.The second scenario was to search for other companies,NGOs or service clubs, rotaries etc. These parties woulddonate the vendor carriers as an act of charity. In thisscenario, the disables people would become ownerof the vendor carrier and can become independententrepreneurs.High-Spot TricycleTwo concepts were developed in cooperation with MAK-D:The ‘Hip-spot’ and the ‘High-spot’. Both concepts were madeinto prototypes using the means available in the workshop.The prototypes were tested by end-users, after which theteam choose the ‘high-spot concept’.The trade-tricycle ‘High-Spot’ enables disabled people inGhana to involve in street-trade, the sector that providesemployment to the major part of the population ofGhana. Before they were not able to do so, however moreorganizations are stimulating participation of disabled. Theimplementation of the product also had to attract attentionfor all MAK-D’s activities and gave a boost to the overallbusiness of MAK-D.The team developed a step-wise marketing plan forsuccessfully launching the High-Spot. The implementationplan is divided into five parts: the marketing strategy,product strategy, price strategy and financial issues, channelmanagement and communication strategy.Furthermore, the team attracted the company Fanmilkto be seriously interested in supporting the disabled to getemployment. Consequently, a pilot test was intiated withthree vendor carriers to sell their products. This pilot wasdone in cooperation with the Ghana Society of PhysicallyDisabled and Hope for Life and was enthusiastically receivedby the local stakeholders94€

€Company Graduation date Human PoweredInbar June 21, 2006Bamboo Splitting ToolWillem GlasbergenStrength/Mass per VolumeStifness/Mass per VolumeCompared to other naturalmaterials, bamboo hasa very high strength tostiffness ratio.Bamboo grows in many parts of the world. Many of theseareas have in common that a large part of the inhabitantslive in poverty. This project was part of the objectives ofINBAR, International Organization for Bamboo and Rattan,which aims to develop rural livelihoods, environments andbusinesses worldwide through bamboo and rattan. One ofthe possible applications of bamboo is in the productionof matchsticks. INBAR developed a patented chemicalprocess for producing the burning heads, yet the sticks arestill produced manually and inefficiently. Willem Glasbergenaimed to develop a more efficient way to produce the sticksfrom bamboo in the local context and with local means.Bamboo SplittingConcreteSteelWoodBambooThe Bamboo Splitter is veryefficient for local production ofmatchsticks. First a slice tool isused to produce long slices ofbamboo. After that, this manualtool is used to produce sticksfrom the long slices.Glasbergen analysed the results of a previous project at thefaculty of Industrial Design Engineering, and performed anumber of tests to gain more insight into bamboo splitting.Bamboo is a tall grass that belongs to the tribe called‘Bambusae’. Compared to other natural materials, bamboohas a very high strength to stiffness ratio. This makes ituseful for a multitude of applications, from constructionof large buildings to incense sticks and especially suitedfor matchsticks. Currently, the splitting of bamboo intomatchsticks is done by hand using a knife, called the ‘dao’(see figure on the left). This process is labour intensiveand inefficient compared to the efficiency of the patentedprocess of attaching the burning heads to the sticks.The goal of the tool was to produce good qualitymatchsticks, produce them more efficiently, adjusted to thelocal context and produced locally.95

www.inbar.intThe focus was on the relation between the tool and theuser, the production and transportation of the tool andthe economics of producing such a tool on a larger scale.Therefore, a second analysis phase was done in India(Andhra Pradesh) to understand the local context of ruralIndia. The initial concept was redesigned and resulted inthree concepts. One of the concepts was chosen and aprototype was built by a local workshop. The prototype wasalso tested in India after which the results of the projectwere documented in the Netherlands.Agarbathi ProductionThe concept chosen is based on the principle of a blademounted on a large steel fly-wheel. The wheel rotates in acase and has two openings for feeding the bamboo material.Both bamboo halves and slices can enter the machine atthe same time. The slices and matchsticks will be collectedinside the wheel. The production of sticks is done in severalsteps, shown in the box on the right.The process of building the machine in India resulted invery useful information with regard to the local productionfacilities. One of the most important conclusions of theproject is to use a machine for producing slices and asmaller manual tool to produce sticks. This will enable theproduction of low cost matchsticks and meanwhile willgenerate additional employment opportunities. For example,the agarbathi (incense sticks) production in India is similarto the production of matchsticks and can be improved aswell.Using the Bamboo Splitting Tool for Matchsticks1 Bamboo is inserted into a feeder. The feeder has a springthat pushes the bamboo into the machine, and in front ofthe rotating blade.2 A crank rotates the tool. This direct human poweredrotation can also be replaced by bicycle power.3 The slices are inserted into the machine, in a queue, whichis pushed towards the blade using gravitation as a force.4 Sticks are produced with the same process as described instep 3.The prototype of the human powered bamboo matchstick splitterdemonstrated the potential for local production. On the left thefeeder mechanisms are visible; on the right the rotation crank isshown. The Bamboo Splitter is very efficient for local productionof matchsticks. First a slice tool is used to produce long slices ofbamboo. Next, people can use this manual tool to produce sticksfrom the slices.€96

The ONILStove has aninsulated ceramiccombustionchamber thatmakes the fireburn hot enoughto consume the oilvapour, and thususes all potentialwood energy.97€CompanyGraduation dateHelps International June 16, 2006In order to make the idea of the tabletop work,the use of the current amount of radiation ofthe ONIL stove had to be optimized.Heating by radiation: The smoke gases are lead through a metal sheetradiator with a large surface area. When no space heating is needed, thenormal chimney outlet is used.Improving the Climate ofCooking AreasMarike BijtelaarThe traditional use of firewood as energy source for cookingis popular among poor Guatemalans. However, the open fireresults in burns, eye problems and respiratory problems.Helps International, a US Non-Profit Organization, developedseveral wood combustion cooking stoves, resulting in a finalconcept with a chimney: the ONIL stove.During the last five years of implementation of the stove,Helps evaluated the improved stoves. According to usersthe main benefit is saving firewood: 50-67% less than whenusing open fires. However, 28% of the users still use openfires for heating their homes and on special occasions.Marike Bijtelaar traced the reasons for this and developedfeatures for the ONIL stove to improve the usage.Using Open FireFrom user research, Bijtelaar formulated main reasons ofusing the open fire: it provides heat and drives off humidity.The social aspects of family gatherings and cooking largemeals are also important. In some regions, people usethe fire as a source of light. Other comments on the stovewere the relatively small working and cooking space andcontinuous fire maintenance required. In the second partof the user research, she investigated the awareness ofthe people concerning the health problems. She concludedthat the interviewed women are aware of the problems anddisadvantages of open fires, but do not know an alternativesolution. Bijtelaar concluded that solutions to improvethe climate should be fixed, not influencing the cookingactivities, not produce any smoke, offer the possibility togather around and decrease the use of firewood as energy

www.helpsintl.orgsource.Less Energy DemandBijtelaar approached the problem with the ‘Trias Energetica’approach, starting with diminishing the energy demand.The second step is providing in the energy demand as muchas possible with sustainable energy sources. The third stepis using fossil fuels for the remaining energy demand.She summarized important aspects in a scoring card andanalysed the energy demand for heating the cooking area.The scoring card lead to practical solutions, but Bijtelaarconcluded that a demand for space heating remained, evenwith applying the solutions.After generating ideas, she categorized them andselected two directions: optimally using the radiative heatof the stove by gathering around it and using the heat ofthe smoke in the chimney. Main arguments: they do notrequire extra fuel, cooking performance is maintained andthe stove body elements do not need adjustment. Bothideas were elaborated further, with detailing alternatives forevery sub solution.Chimney Heater and TabletopThe chimney heater can be placed on the stove instead ofthe standard chimney. The heater uses the waste heat ofthe chimney gases for space heating and can be switchedon and off by a valve system. The chimney pipe enters andleaves the heater at the bottom and the top of the heater,so the exhaust gases contact the complete surface of thechimney heater. Users could operate the heater by a valveplaced inside the heater that controls the gas flow. Bijtelaarmade a prototype of the heater with a flat back surface andtested this on a small scale.The second solution, a tabletop, can easily be placed aroundthe stove and creates a social meeting, working, sitting andeating place close to the stove. When people gather closeto the stove, the relatively small amount of radiative heatproduced by the stove is optimally used. She designed twoconcepts, with the distinction based on the constructionon the stove: stacking or clamping. Both concepts wereprototyped and tested with women of the target group.The tests proved that the tabletop indeed invites peopleto sit closer to the stove.The chimney heater canproduce space heatingat the cooking area andGuatemalan womenwere able to controlthe valve system thatproduced heat. Also,from the test results,Bijtelaar recommendedfurther developmentof both features, andsuggested material,construction and shapeimprovements.With a prototype thefunctioning of the chimneyheater to heat the cookingarea was tested.98

€CompanyGraduation datePhilips Domestic Appliances April 28, 2006Safe Drinking WaterMaria NguyenThe redesign of the Water4Life concept included improvements on the closingof the lid, the ease of cleaning and the installation and maintenance of thefilter. Details of the proposed solutions are shown at the right.Worldwide, 6000 children die every day due to water-relateddiseases. The average distance women in Asia and Africahave to walk for water is 6 kilometres. These two aspectsare examples of typical problems that occur within the Baseof the Pyramid (BoP). People at the BoP have to cope withthese problems daily, while safe, sufficient, affordable,accessible and acceptable drinking water is a basic humanright. The goal of this project was to make a sustainabledesign proposal for a safe drinking-water system that isadoptable by the BoP in India, fitting within the mission andscope of the new sustainable business initiatives of PhilipsDomestic Appliances.The Water4life filter concept has been developed byDSM. This multinational company develops amongst othersindustrial chemicals and performance materials. Theydeveloped the filter membrane for the Water4life concept.This was incorporated into a product and tested in userresearch to obtain user insights. The product proposition forthis project was based on the outcomes of this user research.Furthermore, for a successful adoption of the product by thetarget group, a well worked out implementation strategywas developed.99The add-on concept for existing water vessels wasdeveloped to fit on any water vessel available.Water FilteringPotential users in India evaluated the Water4life concept.The research was carried out in cooperation with threeNon-Governmental Organizations during twelve weeksin Pune and Madurai (villages and slums) in India withtwenty participants. The research consisted of four parts:observation of current situation, usability tests, follow-

www.philips.comup observation, and group evaluation discussions. Theobjectives were aimed at: usability insights regarding theWater4life prototype, gathering data about the performanceof the Water4life concept under local conditions andcollecting user feedback.Nguyen used the user research results to generatecriteria for the product development phase. The conceptdevelopment resulted in two product proposals. The firstis an improved version of the existing Water4life waterpurifier. The second product proposal is based on theobservation of the multitude of water vessels existing inthe Indian households, and is developed as an add-on tothese vessels.Entrepreneurial WomenThe main goal of the implementation strategy was tocreate awareness regarding water and health issues.Other important factors are the distribution route and theavailability of after sales services. Some of the guidelinesincluded ‘use of low-cost promotion tools’ and ‘training inproduct use’. The key to entering the Indian BoP communityis the entrepreneurial woman responsible for promotion,sales and after-sales service. Women are chosen for this jobbecause they are known and trusted by the community.The research in the current situation shows a strongpreference for metal kitchenware, time-consuming waterpractices and very little awareness regarding health &water. The usability test showed that users forget to usefilter caps and do not press sides of the caps. The usertest with the metal prototype showed that people havedifficulties with closing the lid and do not understand theorder of the actions they have to perform. Tests with theplastic prototype indicated that users do not understandhow to use the valve and spill much water.After the introduction of the improved concept, Nguyenheld group discussions with local users. They resulted incomments about the taste, smell and clearness of the water.They also indicated a preference for stainless steel. She alsofound that the pumping action needed too much effort fromthe users and the maximum volume of the concept was toosmall. An affordable price was determined on around 500INR (€10).A schematic representation of the strategy shows the variousstakeholders and their relations.100

101Photo: Linda Schnieders

Girls in FavelasRio de Janeiro, Brazil102

€CompanyGraduation datePhilips Consumer Lifestyle April 4, 2006Adoptable WoodstoveLeonie Ideler103By using the Philips wood stove indoor air pollution could substantiallydecrease, therefore related health problems could decrease as well.PROMOTION ROUTEtrainingNGOconsumersatisfactionand problemsconsumerinsightspromotion> convince menPhilipsawarenessteachingState governmentfundingAnganwadi centresCommunityAWARENESS ROUTE> convince womenAll aspects forimplementingthe PhilipsPowerstoveare covered inthe four routesof awareness,promotion,production andfinance. Everyroute has itsspecific toolsto reach itsgoal. Goal ofthe awarenessroutes is tocommunicatethe negativelong term healtheffects of smoke.At the Base of the Pyramid (BoP) in India, cooking is oneof the most time-consuming activities during the day.People at the BoP usually cook with solid fuels on simple,inefficient stoves that fill their houses with smoke. Philipshas developed a woodstove which decreases the amountof health-damaging pollutants in solid fuel emissions. Idelerdeveloped this idea towards a product proposal and animplementation strategy to increase the adoption chanceof this product by the rural BoP in India. Also, she definedguidelines for conducting user research and designingproducts for the BoP.Analysing the Philips stove, it was found that fast cookingand less fuel consumption are achieved by the product’s highefficiency. A fan blowing heated air through the fire and thelow mass are the main reasons for this high combustionandheat transfer efficiency. From previous projects andencountered barriers she formulated requirements for theproduct and implementation plan.Stove Saves Money and TimeTo gain more insight into the current way of cooking andthe interaction with the Philips prototype, she conducteduser research in India. Twenty-four households tested theprototype for at least eight cooking sessions (four days).Although the response was very positive, it was concludedthat some aspects of the product could still be improved.She also used consumer insights in the promotion strategy:the smokeless stove does not darken the walls and ceilingand eyes will not tear or get irritated. Also, less fuelconsumption results in saving money.The problems encountered in the user research were divided

www.philips.cominto categories concerning safety, preparation of Indianbread and comfort of use. In solving these subproblems,the focus was more on the urgent issues, leaving the morecomplex and less urgent for later on in the developmentprocess. Great attention was paid to user comfort, forexample by improving the user interface of the stove.Implementation of the PowerstoveThere are no successfully adopted products on the market tofill the gap between the traditional cook stove and the ‘clean’and efficient LPG stove, which is too expensive for the targetgroup. Also, fuel availability is very unreliable, especially inrural areas. The implementation strategy should be welldesignedto create a successful and sustainable businessaround the new Philips Powerstove. The theory of Prahaladwas a dopted, by paying extra attention to distribution toreach the target group.Potential stakeholders located in India were identified tohelp get information, products and services to the majorityof the target group. The most effective way for reaching thetarget group is by using Anganwadi centres, who provideservice at the doorsteps of the community by trained healthpersonnel and can be seen as the Indian government’sdoorway into a village for its welfare programmes.Covering all aspects of implementation, four routes weredefined; awareness, promotion, production and financialroutes include the various stakeholders involved and theiractions needed to get the Powerstove to the consumer. Theawareness route should focus on the negative effects ofsmoke caused by a traditional stove. Promotion should payattention to the Philips woodstove and its benefits. Both theproduction and financial routes include local partnerships tosimplify purchasing a Philips woodstove.Tools to reach the goals are for example instalments,product demonstrations and leaflets, wall paintings andposters. One of the most important tools in each routeis working with partnerships. By explaining the four Ps,namely product, price, place (distribution) and promotion,Ideler illustrated possible routes to plan the implementationin rural India.UpdateAfter Ideler’s graduation project the woodstove has beendeveloped further. Philips expects to launch the woodstovein India in the first half of 2009. Recently a commercial pilotwas completed in India, from which a great deal was learned.Unfortunately there were some delays in the project due toa technical lifetime issue. This has recently been solvedand local production is currently being prepared for. Philipsrealizes that a new market is about to be entered and thattheir approach to marketing and distribution needs to bemodifyied; Philips is currently optimizing their businesscase and their go-to market strategy. As the initial focusis on successfully launching the product in India, plans forintroduction in other countries have not been defined yet.The visual feedback and interface was also improved.104

105€Local users and otherstakeholders aremapped, includingboth proponents andopponents. Del CaroSecomandi noticed thatmost of the favelasare controlled bydrug dealers or otherarmed militias, whichinfluences the partieswilling to be part of thesystem.CompanyUphillwatersourceFloor level installationRapid granular filterGraduation dateDelft University of Tech. April, 2006Hybrid systemSetup of the P.I.P.A. system has many options, so each user can choosethe most appropiate and effcient way of gathering rainwater.Porous ceramic filterSystem operation includes multi-stage filtration, storage and distribution.Water Supply inSlums:P.I.P.A. SystemFernando Del Caro SecomandiWater supply in the city of Rio de Janeiro, Brazil, is incritical condition, especially for the poor. Even thoughapproximately 90% of the population living in the city’s 752slums (a.k.a. favelas) manage to be connected to the mainwater distribution infrastructure, the situation is far fromsustainable. An alarming 10% of those living in the slumlack access to an improved source of water.The water supplier uses a purification process includingtons of chemicals and produces waste that is thrown backin the river afterwards. The pumps that distribute the waterthrough the city use enormous amounts of energy. Constantleakage and illegal connections consume about 50% ofthe clean water. The water supply company Cedae, loosesprofit because they are not able to install water meters andconsumers are not always able to pay.P.I.P.A. System Provides Safe WaterThe P.I.P.A. System is an alternative for providing safe water.It converts rainwater into drinking water without using extraenergy or chemicals. The system is fully independent fromother sources or expensive infrastructure and untrainedusers can operate it.The design is user-oriented and fits into the daily life ofpeople seamlessly. Local culture, in particular the commonkite playing of children, inspired the form. The collectionsurface can be rolled up, so people can still use the rooftopfor normal activities. Also, the frame structure provides theopportunities for the addition of other products, such assecurity fences and clothes dryers.The operation is based on free and clean water from the

sky. Total costs are kept to a minimum by simple construction,inexpensive technology and material use, small installationcosts and it rarely needs maintenance. It can be partiallyor even entirely produced within the community, utilizinglocal labour and technologies, as well as readily availablematerials.The stakeholders of the system were mapped, bothproponents and opponents. It was noticed that mostof the favelas are controlled by drug dealers or otherarmed militias. Violence is a major issue to consider whendeveloping products or services for use in favelas.He assessed alternative business models onenvironmental, socio-cultural and economic criteria. Aftera SWOT analysis he concluded a mixed-model of twoproposals would be best. A local cooperative is formedwith investments of Favela-Bairro, a major governmentprogram running with money from the Inter-AmericanDevelopment Bank, including the community associationand a Non-Governmental Organization. After installing allP.I.P.A. systems, the cooperative will provide maintenanceand additional accessories and services.a country to economic growth, improve current physicaland immaterial infrastructure, and innovation at the Baseof the Pyramid can be profitable and transferable to othercountries.It was concluded that PSS research should to a greaterextent focus on the opportunities that are present in thedeveloping countries’ context, rather than trying to directlytransfer literature knowledge.The collection surface can be rolled up to use the rooftop inanother functionality. Additions to the structural frame are possibleto enhance this, such as fences and clothes dryers.Literature ConclusionsAfter analyzing the literature available on PSS and thedesign, a number of relevant issues dealing with therelationship between PSS and developing countries’ contextwere presented. These issues were categorized underdrivers, benefits or opportunities. The opportunities thatwere found were: scanning the PSS context, anticipationof unsustainable technology application in the search of106

€CompanyGraduation datePhilips Design February 2, 2006Contextualizing ProductsJon Rodriguez107The developed tools combine both descriptive and experimentalinformation which have been identitied as fundamental forgetting insight into contexts that designers are not familiar with.Three different personas have been developed for the test of the toolbox, onepatient and two healthcare providers. The scenarios explain the interactionbetween the personas and put some of the problems in their context. Sustainable business helps provide better healthcaresolutions for the world’s poorest people. Creating productsrequires understanding of the context and the people.Philips had done research into this subject and hasgathered a large amount of data through both professionaland student projects. However, this data did not fit thespecific designer’s informational needs during the productdevelopment process. Jon Rodriguez aimed to develop adesign toolbox that provides insight into the healthcarecontext in rural India.First the boundaries of the project were explored.The tool should be used at the beginning of productdevelopment to identify opportunities. Also, it should buildon existing knowledge within Philips. Target audiences aredesign students and professionals as well as managersand technical developers. To visualize the different users,Rodriguez created personas, resulting in usage scenariosof the toolbox.From a first exploratory workshop, it was concluded thatprofessional designers as well as students need experientialinformation to design for an unfamiliar context. Secondly,getting insight in a context is a process, in which onereceives experiential information and interacts with otherpeople. The workshop gave hints to some interesting ideasto develop.The content and characteristics of the tools are visualizedin a pyramid (see figure on the left). All personas usethe descriptive parts, such as the introductory overview.Experiential information should trigger idea generation. Theprofessional designer would use information in a workshop.

www.philips.comStudents, who eveluated this model, even wanted toexperience the complexities of the Indian rural healthcaresituation by going to India.ToolsThe final toolbox consists of several tools. The summary toolwas an introductory presentation to Indian rural healthcare.Facts and figures are shown about India, and photographsof medical environments and service users provide insightin a global overview. A booklet was made to structure moreprofound information on the context. More backgroundof this information was presented at a secured website,including papers on the topics.To experience the context, several tools were developed.Three video personas were developed; a patient, a nurseand a doctor. Then these the problems were put in theircontext by creating scenarios for several diseases, seenfrom the different points of view of the personas.Finally, perhaps the most important tool was developed,based on learning gained about how to use role-play indesign. A combination of the tools mentioned before wasused and was combined with role-play in order to increasethe engagement with the context and a role-play guidebookwas written. Red health issue cards and green solution cardshelp designers to generate ideas and encourage creativity.Workshop with StudentsRodriguez tested the toolbox in a two-day workshop, witha group of tool users: students. The test followed the sameorder as the toolbox sequence, starting with an introductionwith the summary tool a week in advance. Afterwards theparticipants received the booklet with more information andthe login for the website.At the first day of the workshop, each participant took onepersona, read the scenario corresponding to the personaand was asked to role-play this persona. After developingscenarios themselves, the second day they created solutionsand mock-ups to play this scenario. The students showedtheir solutions to the health problem in an informance orinformative performance to a multidisciplinary audience:experts from Philips design, Philips research and PhilipsMedical Systems.The main contributions were that the experienceworkshop gave insight into Indian rural healthcare; it couldbe used to prepare designers to work in the context andhelped focusing on the relevant topics. In short the roleplaymade the (lack) of knowledge participants had aboutthe context explicit. The bodystorming created an embodiedand common understanding of the ideas and conceptsthat were generated. The presentation of the ideas to theaudience of experts allowed for communicating the ideasand concepts in their context.It was concluded that putting designers in the shoes ofthe people they are designing for does increase the insightin people’s needs and engagement and understanding ofthe context.108

109€CompanyGraduation dateMicrosoft & KIVA & DUT Sept 14, 2006In all stages, local people helped and cooperated in understanding theproblem and the design of solutions. This people-driven approach results in acontext sensitive understanding of the problem. The solution is again testedin the actual context of the intended use.Testing the MiMoSo in the field. After taking a photograph with a mobilephone it is uploaded to the KIVA website.Online Microfinance:into(context)Cale ThompsonMicrofinance has proven to be able to stimulate economicaland social development in developing countries aroundthe world. The young African organization KIVA started aninitiative in early 2005 to enable individual people all overworld to lend money to entrepreneurs in the developingworld. For example African entrepreneurs post their businessplans on the KIVA site to attract capital for micro loans frompeople all over the (developed) world. Through the use ofICT KIVA is delivering new opportunities to access capitalfor micro loans by partnering with existing Micro FinanceInstitutions (MFI). KIVA has thus created a channel throughwhich those MFI’s can market their borrower’s stories viathe Internet to access inexpensive capital from individuallenders.Borrower’s Information OnlineMicrosoft Research began the digital inclusion programmeto try to develop solutions to overcome the barriers thatface the developing world in gaining access to the resourcesthat are necessary for sectors like education, agriculture,finance, governance and health. The Microsoft DigitalInclusion Initiative (DII) programme supports projects thattry to overcome the digital divide between developed anddeveloping world and that investigate the role of ICT in thiscontext. The problem KIVA addresses fits the goal of DII.The KIVA concept had problems getting the borrowers’stories online. Remarkably, interest and capital flowingfrom online lenders was not the limiting factor; insteadthe bottleneck was the ability of the partners to post theborrower’s information on the web. The users, or borrowers,

www.KIVA.orgmust have access to the Internet and become familiarwith web navigation and content management. Howevermany environmental factors can limit their ability to do soeasily. The goal of this multidisciplinary project led by CaleThompson was to do research on appropriate technologyinteraction forms for MFI working in Uganda, Kenya andTanzania.into(context)The main goal of the project into(context) was to doresearch and improve the interface between the technologyand the MFI’s. The project consisted of five main stagesincluding research preparation, context research, conceptgeneration, prototype testing and dissemination.Driven by a people-centred design approach, the projectstarted with asking questions in Africa rather than arrivingwith an answer. This approach reflected the fact that thetechnology should eventually fit the people and not theother way around.The research started with benchmarking existingpractices for facilitating microfinance through technology. Astakeholder mapping of the context of microfinance systemprovided a clear picture of individual stakeholder goals,values and behaviours within the system. During this twomonthperiod Thompson identified bottlenecks regardingboth the system and available technologies. Concepts andprototypes were generated to solve the bottleneck problemsin the third phase. The prototypes were tested in the fieldand evaluated qualitatively by users and quantitativelyagainst the existing micro-lending system.Miracle Mobile SolutionThe project ended up with the development of the MiracleMobile Solution (MiMoSo). This is a piece of software thatallows Multi Media Service (MMS) messages to be sent froma mobile phone to an individual KIVA email address. Via theemail address, the text and image are parsed and uploadedto the KIVA website where they can be seen by lenders.Ultimately, the MiMoSo was tested in its intended contextin Africa and has been implemented by KIVA. The projectdemonstrated the strength of a people-centred approachthrough the successful context-fit solution that wasdeveloped. It also showed that the cell phone is a legitimatetechnology platform to facilitate web-based activities.Entrepreneurs canupload their businessplans to the KIVAwebsite via theirmobile phones.Lenders can accessthe KIVA website andprovide microloans tothe entrepeneurs.110€

111€CompanyGraduation datePhilips Medical Systems Dec 23, 2005Especially the Indian youth increasingly uses tobacco. Tobacco industrynowadays aggressively markets (filtered) cigarettes instead of smokelesstobacco products (chewing tobacco and spit tobacco).A tool can help to bridge the gap from an undetermined and vague Westernmindset of the rural healthcare context in India towards a more specified,unambiguous and defined awareness.Creating Market Insightfor DesignersJonathan StrandersPhilips Medical Systems (PMS), a large manufacturer ofmedical diagnostic and treatment equipment, is currentlyinvolved in creating business opportunities to serve therural healthcare market of India. The healthcare marketof rural India has many contrasting aspects compared tothe western healthcare market. This concerns the type ofpatients, diseases, healthcare infrastructure and healthcareapproaches. Jonathan Stranders focused on the widespreadmarket of tobacco users in rural India, because of the highprevalence of one of the most common cancers in India,oral cancer, is enhanced by tobacco use.To develop solutions that successfully meet the healthcareneeds of the rural population, product designers mustfirst get a good insight in the market to really understandthe rural patient in relation to the involved stakeholders.However, thorough market research is time-consuming andexpensive. Moreover, gathered information and experienceare often lost because of its nature. Information like this ishard to communicate and transfer to other designers andsucceeding projects. Stranders has developed a supportingsoftware tool to create insight during the market analysisphase in product development.Web-Based DatabaseThe Market Insight Tool (MarkIT) meets the designer’sinformation needs on three aspects. Using a personascenarioapproach designers can empathize with the targetgroup. To benchmark this information, the scenarios areenriched with experts who give their opinion on variousissues. Also, the tool includes a glossary to give background

www.philips.cominformation on unclear topics and words.The tool is web-based in order to be accessed by Philipsdesigners all over the world. The database structure enablesother employees, such as market researchers, to insert newinformation effectively. In this way, the tool functions as aninteractive communication platform.Insight in Market ContextThe tool was prototyped and tested with a group ofproduct designers. Stranders asked what they thought ofthe web-based database structure and the contents. Thetests showed that MarkIT succeeds in communicating thehealthcare market to product designers in a structured wayand that it saves time during the first phases of a productdevelopment project. Using personas helped designers tozoom into the market situation on micro-level: individualpersons. That helps both strategic and practical designersto get more insight in the needs, but strategic designersdemand more statistics next to personas. Designersevaluated the tool during other stages of the developmentprocess as a useful support and source of inspiration.Because of the visual orientation of designers, Strandersconcluded that the prototyped tool had too much textinstead of pictures and movies. Hence the content of the finalversion should have a better balance between textual andvisual information. Also, the tool should be validated usingreal experts. The MarkIT tool does succeed in structuringthe information on the market and enhances the individualinsight of designers in the specific situation.MarkIT meetsthe designer’sinformation needsby making use ofthe persona-scenarioapproach in orderto empathize with arural person.112

113Photo: Jaap Daalhuizen

Man at HomeChongming Island,China114

€CompanyGraduation datePhilips Medical Systems Nov 11, 2005Device for Early OralCancer DetectionSuzanne HendrikseOral cancer is a major health problem in the rural areasof India, 50 to 70% of the cancer cases are oral cancer.Early detection in the pre-malignant state of oral cancercan prevent surgical intervention. Philips aimed, via apartnership with Manipal University of higher education inIndia, to develop a portable device for early detection oforal cancer. The product is meant for use in the rural areasby local medical staff and in local facilities. Furthermore,the detection should be done using the Light InducingFluorescence (LIF) technique. The project fits the Philipssocial responsibility programme.115In rural India, limited medical facilities and staff are available. Chewingtobacco is a popular practise, but it is also a major cause of oral cancer.In addition to low oral hygiene in addition, oral cancer occurs often.The demonstration model of the oral cancer detectiondevice showed advantages such as three colourdiagnosis, simple interface and precise handling.Oral Cancer DetectionOral cancer has a long process of developing from a precancerous,non-malignant state into lethal oral cancer.Early detection and a corresponding change in life-style ofthe patients can eliminate the risk factors that cause thecancer. This should prevent the necessity to remove thelesions surgically in a later stage. Factors that complicatethe detection and treatment of cancer are stigma on cancerand low awareness of the disease.The social factor of developing a cancer detection deviceis an important aspect of the design problem. Chewingtobacco is a mayor cause of oral cancer and a popularproduct in India. The oral hygiene of people in rural Indiais also low, and limited medical facilities and staff areavailable. These social aspects have been major factors thatdetermined the design of the detection device.Light Induced FluorescenceWhen oral tissue is exposed to high-energy light, it emits

www.philips.coma diffuse, low energy light. The resulting spectrum can beanalysed and gives insight into the health of the tissue.This method is called Light Induced Fluerescence (LIF)technique. By using LIF, oral cancer can be detected evenbefore it becomes visible to the eye. The advantages ofLIF detection are its speed, the fact that one can avoidunnecessary biopsies and a painless procedure.The development of the device started with understandingthe problem of early cancer detection in the context of ruralIndia. A multidisciplinary approach was used to understandthe problem from eight different perspectives. This resultedin a list of design guidelines that was context sensitive.Insights from for example physicists, patients, dentists,etc lead to the rich basis on which the product was furtherdeveloped. Sub problems were solved individually andintegrated into a demonstration model. This was optimizedand developed into a final product design.medical staff from urban areas to rural areas on the shortterm. On the long term, community health workers shouldbe trained to detect cancer at an early stage and handle thedetection device.Early Cancer Detection DeviceThe design phase started with designing and making ademonstration model to show relevant strong points: threecolour diagnosis, simple interface and precise handling.The limitations that surfaced from feedback were lowsafety of the probe, low portability, unfriendly appearanceand unsatisfactory housing compartments. The finaldesign featured improved functionality on the portability,measurement, interface and manufacturability.The implementation of the product asks for an activeapproach of early cancer detection, which the current staffdoes not yet have. Hendrikse recommends transferring116

€CompanyGraduation dateEcofys / Kamworks October 28, 2005Solar LightingStephen BoomThe lighting resembled theform of the Angkor Wat,which is a traditional templeCambodians are proud of.About 90% of the Cambodian households have no accessto a secure and reliable electricity infrastructure for lighting.They mostly (55%) use car batteries as electricity storageto power television and lighting. Providing these people withsafe and reliable electric lighting is a small, but importantstep to overcome their impoverished situation. Kamworks,a start-up solar company considered Cambodia’s problemsand solar resources as an opportunity for local production ofsolar lighting products. The lights should fit to the purchasepower of rural households. The company started a projectin cooperation with Ecofys, in which Boom researched themarket and designed the solar lighting product.117Angkor Light can be placed on a table or hung from the ceiling.Translating NeedsPrior to the product development phase of the project,field research was conducted in Cambodia; visiting andresearchgin people in rural areas. Both qualitative andquantitative aspects of the lighting needs of the target groupwere reserached. A translator translated the questionsand answers for the research, but sometimes informedthe respondents too much, or when they talked for halfan hour, he simply translated it with a short ‘yes’. Boomshowed people pictures of available lighting solutions andconfronted them with a solar lantern. This survey resulted inunderstanding the requirements that a new solar poweredproduct should fulfill.They mentioned the product should be affordable and ofhigh quality. The plastic look of the lantern was associatedwith modern, high quality and status (instead of for examplebamboo). Generally, people thought that solar energy was

www.ecofys.comwww.kamworks.comexpensive and would not provide enough energy duringthe rainy season. Apparently, creation of awareness of theadvantages of solar energy would be an important salesissue.Boom also investigated the local distribution andproduction possibilities for solar lanterns. A questionnaireabout solar lanterns among retailers concluded that morethan half of them were interested in selling solar lanterns,with a maximum price of $50 and a profit of 10%. Theproduct should be easy to understand, because the retailersdid not want to be responsible for the consequences formalfunctioning. Quality and availability of spare parts wasan important issue for them.Vacuum Forming and Reflector CombinedField research resulted in three product-market combinations(PMC) of affordable lighting for rural people. The first wasextending the lifetime of car batteries, the next combinationwas a solar powered headlight. The third PMC, a mobilesolar lantern, has been selected for further elaboration.In a technical analysis Boom selected the light source,battery type and solar cells. Next, he generated severalproduct sketches. Boom detailed a combination of twosolution clusters, vacuum forming and using a reflector.Several concepts were generated using the reflector indifferent ways. He chose a lamp with a separate reflectorthat could be placed on top of the lamp and built aprototype. Fifteen potential end-users living in the ruralareas of Cambodia evaluated the product's functionality,robustness and appearance as positive.Angkor LightThe final design was a vacuum-formed quality lanterncalled Angkor Light. The design appealed to Cambodia'snational symbol, the temples of Angkor, which Cambodiansare very proud of. Vacuum forming is an appropriatetechnology for a start-up company like Kamworks. Itcombined the advantages of low investments and simpleprocesses. The technology was applicable for relatively lowproduction volumes (up to 10,000 per year). The mouldscould be produced locally and were cheap in comparisonwith injection moulding. The Angkor Light used replaceablequality electrical components. The product would fit to aninternational standard (“PV-GAP”) to encourage qualitysolar products for the global market.Boom finally built a second prototype, which would beused for a more profound market evaluation of the productin Cambodia.AwardedThe World Bank 2006 Development Marketplace awardedKamworks with $174,000 for developing an innovativedistribution model. The model aims at training youngCambodians to become micro-entrepreneurs in aproject called “Rural electrification through solar microentrepreneurshipinCambodia”. It is alsostarting up assembly ofits own solar products,to start with the ‘AngkorLight’.118

119€CompanyGraduation datePhilips Domestic Appliances October 21, 2005Participatory research resulted in useful local knowledge to develop solutions.The analysis was started with the definition of search fields, afterwhich the u-specs were analyzed. An idea generation and scenariodevelopment phase followed. Finally guidelines were defined forfuture product development for the Indian BoP.Adoptability of theU-SpecsRoseliek van de VeldenPhilips has been operating worldwide for many years,yet they have mainly targeted at the top segment of themarkets. Philips is now entering the largest segment of themarket in India, the Base of the Pyramid (BoP), and needssuited approaches and business models to reach the peoplethat live from an income beneath the poverty line. Thetheory of Prahalad provides a business model to deal withthe circumstances in the BoP, yet very little is known aboutactual product development for the BoP.In this graduation project guidelines were developedfor product development for the BoP in India, based on acase study on U-Specs. U-Specs is a concept for affordablespectacles that can be adjusted to compensate for refractiveerror by the user.Cultural ContextProduct development for the BoP involves designers (anda company) that develop products for a different culturalcontext. In this project participatory techniques were usedto do consumer research and understand the needs of thepeople in the BoP, to understand how users would adoptthe U-Specs and to check the scenario that described theimplementation of the product in the Indian BoP context.Users were involved to give insight into, for example, howthe problems concerning sight impairment were interpreted.This showed that instead of being viewed as a healthproblem, sight impairment is seen by the consumers as awell-being problem.First a difference between the needs of the consumersand the ones of the government and Non-Governmental

www.philips.comwww.u-specs.orgOrganizations (NGOs) was detected. The NGOs andgovernment see a problem in uncorrected refractiveerrors that are causing sight impairment. They see that itis hampering education, causing rehabilitation costs, andcauses a loss of productivity. The consumers however usuallydo not recognize sight impairment and its consequences asa problem. They rather ignore that there is a problem atall.The barriers that existed in the India BoP were linked tothe competences of Philips to find opportunities for productdevelopment.GuidelinesThe case study resulted in a list of guidelines for productdevelopment for the BoP in India. The guidelines werecategorized in four groups, namely general guidelines,guidelines to optimize the process, remote productdevelopment guidelines and adoptability guidelines. Theseguidelines are described at the right.NGOBarriers werelinked to corecompetencesof Philips DAPto ensure asuccessfulproductdevelopmentprocess.General guidelines· Partnering with NGOs and governmental bodies necessary;· In the BoP an open mind is a prerequisite for success;· Transparency; communicate intentions of stakeholders;· Organization should facilitate shared decision making;· Volunteers could enable experimental BoP projects;· Consumers have different priorities than NGOs andGovernmentProcess· Find the barriers of a problem before trying to solve it;· Map Barriers to Core Competences;· Use local experts’ knowledge for interpretation of data.Remote product development guidelines· Gain input from different locations to make the productsuitable for a broad target group;· Increase respondent feedback: propose multiple options;· Increase feedback on conflicts with proposed scenarios byforming groups of similar stakeholders in user research;· Provide sufficient input to prevent biases;· Detailed content needed for input design workshop.Adoptability guidelines· Accessibility, empowerment and reliability are the mostimportant aspects for adoptability by the BoP market;· The adoptability is best considered in both product designand scenario;· Use the guidelines on implementing aspects of adoptability:accessibility, compatibility, reparability, empowerment,affordability, desirability, reliability, usability and comfort.120

€CompanyBoekhoven based her finaldesign on the 'thick' concept,that replaced conventionalmaterials like wood andreinforced carbon-carbon (RCC).Graduation dateNPSP Composieten BV November 18, 2005Natural Fibres in Doorsand WindowsJoan BoekhovenNPSP Composites BV produces composites based on naturaland conventional fibres. The company intends to promoteusage of natural materials like flax- and jute-reinforcedcomposites. They have developed an innovative productionmethod that could be used in combination with naturalfibres. The labour intensive manufacturing process madeproduction in low wage countries sound profitable. Thecompany chose for India for expanding their productionprocess for three reasons. First, India is rich in naturalfibres. Second, India has low wages for labour. Third, NPSPwanted to provide for some of the profound needs of thevery poor, such as housing. In this project the possibilitiesof manufacturing fibre-composite products in India wereexplored.Coir fibre Wood PolyurethanefoamWoven fibre coir mats areplaced in a metal mould,covered by polyurethanefoam and another mat.The mould is closed andthe polyester resin suckedinside.After an hour the productcan be discharged.121DetailsMouldCoir fibre matPolyurethanefoamWoodenframeCoir fibre matMouldRising Costs in Building SectorAfter an internal analysis of NPSP, an overview of thestrengths and weaknesses of the company was created.Local potential business partners could increase their ownproduction capacity and benefit from the knowledge transferof NPSP. In this way, NPSP could give the composite sectorthe opportunity to specialize. The most promising partnersfor a joint venture with NPSP were the companies FestelDoors and Water Tanks, and Technocraft.From an external analysis, Boekhoven concluded thatspecific knowledge on composites is not commonly available.Also, the building sector is dealing with rising costs ofconventional materials such as wood, cement, concrete andsteel, because of its increasing scarcity.Using the formulated strengths and weaknesses with

www.npsp.nlthe found opportunities and threats, three productmarketcombinations were formulated. The first includeddeveloping a product to lower the rural housing costs. Also,in the field of hygiene, a product to improve more people’sbathing and sanitary conditions could be developed.Another product would provide easier access to water. Forall three combinations, the design problems were identifiedand product ideas were generated. After selection, by usingnine weighted criteria, it was decided to elaborate withinthe house & construction field.Thick Window and Door FramesThe goal was to consider procedures of building houses inurban as well as in rural areas. The costs of a basic housewere calculated and the elements that might be replaced bynatural fibre reinforced composite products were identified.These were window frames and shutters, doorframes andshutters, sometimes even entire roofs. Based on a numberof reasons, it was decided to develop windows and doors,but mainly since these parts contribute most to the totalcosts of a house (23% of the total costs). However, theprices of existing alternatives could hardly be met, so tohave a product with an edge over the competition, an archor decoration was added.There were two design concepts, the major differencelaid in the thickness of the frames.. Within the thickconcept conventional materials like wood and RCC couldbe replaced; the thin concept replaced materials like steeland coir. Evaluating the advantages and disadvantages onproduction, costs and appearance of both concepts resultedin a choice for the thick concept, which was elaboratedfurther.Low Costs and WeightThe final design proposal could meet all criteria. Its purchasecosts would be 28% lower than its wooden alternative. Itwas found that highly decorated and arched designs wouldappeal to Indians. Moreover, the environmental soundmaterial is maintenance free; it is corrosion resistant, nopainting or pesticides are needed and it will not swell likewood does.It would be manufactured using the vacuum assistedresintransfer moulding process in which NPSP is specialized(see figure on the left page). A prototype (scale of 4 on 1)was manufactured to show details and possible decoration.To conclude the project, a marketing strategy for the finalproduct was developed. This included xtensive discussionson the four aspects of the marketing mix: product, price,place and promotion.The fringes were createdwith clay and somecreativity. Alongside thedoor shutter its claydetails can be seen. Itwas chosen to decoratethis door with LordGanesh who is supposedto bring luck andprosperity.122

€CompanyIntermech Engineering Ltd 2004Graduation dateSmall scale cassavastarch processingDirk SmallenbroekAll over the world the demand for starch is rapidly growing.Traditional starch sources (potato) in the western world havereached their limits in growing capacity. At this momentin Tanzania all starch is being imported, although theagricultural industry supplies sufficient amounts of starchcontaining crops and is capable of increasing production.Cassava, a tropical tuber, is one of these starch containingcrops. Now the main part of the cassava production is usedfor human consumption. The cassava is processed. Grated,dried and milled to flour, which is the base for variousmeals.Intermech is a Tanzanian company designing andmanufacturing cassava graters, at this moment used for localsmall scale processing of cassava for human consumption.This grater is also suited for the first step of the winningof starch from cassava. For the next steps of this processa machine line was to be designed, fitting on to the graterqua philosophy and capacity, manufactured by Intermechand capable of supplying high quality cassava starch for theTanzanian industry.123In Tanzania the cassava starch winning is still done the traditional way.Promoting CassavaFor Tanzania it is now important to take the step towardsproducing big scale amounts of cassava, in order to providestarch to the world market. This can be achieved by promotingthe planting of cassava amongst the small farmers all overTanzania. The goal is that with the development of thismachine and giving the people an opportunity to increasethe value of their harvested cassava, we can contribute tothe scale up of the amount of cassava grown in Tanzania.The possibility for local farmers to process their harvested

www.intermech.bizcrops into agricultural products which are better to store andto transport will result in a decrease in post harvest losses.Additionally, the processing of cassava offers the farmers anopportunity to add value to their harvested crops, creatingthe possibility of investing in their own farming company.This way the first step to further mechanize the cultivationand irrigation of the land and thus increasing the efficiency.This will be resulting in the important growth of the nationalagriculture output. Furthermore, this way of processingoffers a change of cooperation between local farmers andlocal industry, reducing the distance in supply chain andstimulating the local agriculture.For Tanzania it is now important to take the step ofgrowing cassava on a larger scale so it can become animportant supplier of starch to the world market. With thisproject a small step is set towards a more sustainable andbetter economic developed future for Tanzanian cassavafarmers.Local demands and needsWithin this project it has been demonstrated that a smallgroup of people can give the start to tackle a large nationalproblem (how to promote cassava, so the agriculturalproduction and security of the national food demand isincreased) when the problem is approached from thebottom up. It has also shown that small productioncompanies in less developed countries do not necessaryneed to copy the designs of existing machines of (inter)national competition. With the implementation of the basicsof the design process these companies can come up withunique innovative products that are designed to fulfil thespecific (local) needs. Since these products and machinesare designed and manufactured in Tanzania, they meet thelocal circumstances (for example no running water) anddemanded scale much better. Besides this, the repair andThe University team & the Intermech team with the prototype.maintenance of the machines can be executed locally. €124

125Photo: Jaap Daalhuizen

Toilet in a RuralVillageChongming Island,China126

EpilogueTable 1: Summary of the identified differences in the Product InnovationProcess (Chang 2006).ProcessStrategyFormulationDesign BriefFormulationProductDevelopmentProductLaunch127Differences in the Product Innovation ProcessMotivation on CSR, new business model creation,local and NGO partnerships, Greenfield opportunities,influences from government policyEthnographic research, NGO partnerships,local university collaboration, study local life,live with the poor, listening deeplyNGO partnerships, local universitycollaboration (on pilot testing)NGO Partnerships (training, distribution,collect feedback), new channels, new businessmodels, local ecosystem setupThe first learning experiencesof Design for the BoPJ.C. DiehlAfter browsing through all these Base of the Pyramid(BoP) graduation and IDP projects, one can state that ahuge challenge for the design world lies ahead. Large aswell as medium sized enterprises are becoming more andmore interested in exploring the BoP to alleviate povertyand other sustainability problems as well as to exploit newconsumer markets. The Base of the Pyramid is becomingboth a strategic focus for long-term growth and critical forpromoting social equity in line of the global companies’sustainable policies. However, these markets remainpoorly understood and success stories are far and few inbetween.For a company or designer to be successful in theseemerging and developing markets, it takes a lot more thanjust making minor modifications to existing products. Theywill have to develop new business and product innovationpractices, capable of establishing a mutual value creationprocess between themselves and local stakeholders, as wellas to have a deep understanding of these new contexts,and the issues and the opportunities related to the targetedareas (Simanis and Hart 2006).Eco-Efficiency and Socio-Cultural PreferencesThe challenge lies in the creation of accessible andaffordable solutions to fit the local economical and socioculturalpreferences, without expanding the current useof environmental resources (Rocchi 2006). The targethere is not only the poverty of the people in the BoP, butalso the context in which they live, which tends to lacktraditional utilities, such as electricity, water, and gas (i.e.in rural Africa less than 2% of the population is connected

to the electricity grid). In addition ICT and transportationinfrastructures are also often very weak. The outcomesof the Intocontext project demonstrate that sometimesalternative solutions (mobile phone instead of internet viaPC) are available but not used (see page 108). Most BoPcommunities are fragile ecologically, so new products andservices need to be very eco-efficient (Sethia 2005). In thatperspective the Kamworks projects (see page 38, 40, 56and 116, on replacing kerosene lights solar powered lights)and the Philips Woodstove project (see page 102, on adramatic increase of efficiency and avoidance of negativehealth impacts) are convincing examples what Designingfor the BoP can mean.Critical Phases in Designing ProductsFrom our experiences, we have learned that mostcompanies active in the BoP state the front end research(Design Brief Formulation) and Product Delivery (ProductLaunch) as the two most critical phases in developingproducts for the BoP market (See table on the right) (Chang2006). First, it’s critical to adapt products so that the fit thecontext and resources of the target group. Most challengesderive from the unfamiliarity with the local context and thedistinct infrastructure in emerging markets. Although somecompanies do have strong global resources and networks,a sustainable local enterprise network is necessary for themto interact with the local community. Non-GovernmentalOrganizations (NGOs) play in this context a vital role inthe innovation process of several companies, especiallywhen they intend to approach consumers at the BoP. Mostimportant is the willingness to listen deeply to the localpeople and local stakeholders, and understand what theyneed, not what product innovators think they need.For example the demand for renewable electricity basedlight is a ‘derived demand’: no one wants electricial lightin itself but rather for the services it can provide (ESMAP2000). The biggest unmet need is not for better illuminationbut for safety from fire, savings, and greater independence.There should be added value in the products, which can berecognized by consumers at the BoP. Second, markets indeveloping countries are not well developed, so it is necessaryto develop basic channels and business models and valuechains in order to bring the products to the customers. Theobserved differences in the product innovation process aresummarized in Table 1.Consequently, a basic starting point for successful productinnovation for the BoP is to understand people’s needsand to interact with the material, economical and socioculturalworld. Therefore, both researchers and designersshould engage with the cultures directly. A unique set ofdesign and business tools and practices adapted from socialanthropology, ethnography and Participatory Rural Appraisal(PRA) is being developed, applied and evaluated (Hart2004; Diehl and Kuipers 2008; Simanis and Hart 2008) fordesigners and entrepreneurs.Design ToolsAt the moment, various design tools (such as personas,cultural probes, scenarios and user profiles in context-ofuse)are available to capture insights related users’ needs,Epilogue128

aspirations and behaviour in their original contexts (Leonardand Rayport 1997; Sanders 2000; Rodríguez, Diehl et al.2006). These new context and participatory techniques canintroduce the end-user into the design process by co-designand get deeper information than the common focus groupsor observational research methods (Sanders 2000; Gaver,Boucher et al. 2005).However most of them only have been applied in the‘Developed Markets’. Currently we, at Delft University ofTechnology, are testing and evaluating these kind of contexttools in emerging and developing markets in practice(Rodriguez, Diehl et al. 2006; Rodrigues, Thompson et al.2007). In that perspective we can say that there is still a lotto learn with regard to which design tools and approachesfit the best in the context of designing new product (service)solutions for the BoP.......We are looking forward to go through this learningprocess together with you!Chang, Y.-K. (2006). Innovation for the Next Billions:Case Study of 7 Multinationals that Develop Products forEmerging Markets. Industrial Design Engineering. Delft,Delft University of Technology. MSc.Diehl, J. C. and H. Kuipers (2008). Design for the Base ofthe Pyramid: Student Field Projects ub Cambodia. DesignED,Hong Kong.ESMAP (2000). Energy Services for the World’s Poor.129

Washington, WorldBank.Gaver, W., A. Boucher, et al. (2005). “Cultural probes andthe values of uncertainty.” Interaction 11(5): 53-56.Hart, S. (2004). Base of the Pyramid Protocol, CornellUniversity.Leonard, D. and J. Rayport (1997). “Sparking innovationthrough empathic design.” Harvard Business Review 75(6):102-113.Rocchi, S. (2006). Unlocking new markets. P. Design.Eindhoven, Philips Design.Rodrigues, J., C. Thompson, et al. (2007). Multistakeholderapproach for people centered solutions: Welcome to EastAfrica. Include 2007: Designing with People. Royal Collegeof Art, London.Rodriguez, J., J. C. Diehl, et al. (2006). Design toolboxfor contextualizing users in emerging markets. IEA2006,Maastricht, Elsevier.Rodríguez, J., J. C. Diehl, et al. (2006). “Gaining insightinto unfamiliar contexts: A design toolbox as input for usingrole-play techniques.” Interacting with computers 18 (5):956-976.Sanders, E. B. (2000). Generative tools for codesigning:Collaborative Design. London, Springer Verlag.Sethia, N. (2005). “At the Bottom of the Pyramid:Responsible Design for Responsible Business.” DesignManagement Review 16(Summer 2005).Simanis, E. and S. Hart (2006). “Expanding Possibilities atthe Base of the Pyramid.” Innovations 1(1): 43-51.Simanis, E. and S. Hart (2008). BoP Protocol: TowardsNext Generation BoP Strategy.130

AcknowledgementsWe would like to say thanks, for these interesting projects,inspired & inspiring students and enthusiastic colleagues.Without the help and effort of all these people, this bookwould not have been as it is now.Thanks to Ana Maria Alvarez, Loucas Papantoniou, StephanieWirth and Doortje van de Wouw, Elly Doek, Merijn Janssen,Regine van Limmeren, Charl Smit, Stefan Versluis, VeronieCroes, Bjørn-Evert van Eck Rasmussen, Swie Oei, SusanOudshoorn, Rutger Bonsel, Sietse Cieraad, Stéphanie,Reintjens and Imke Schepers, Aparna Bhasker, Ingevan de Wouw, Ambika Samabasivan, Lieke Pijpers, SierkHennes, Kirsten Rijke, Tom van Diessen, Linda Schnieders,Judith Goor, Jan Willem Findlater, Alexander van der Kleij,Miriam Reitenbach, Koos Munneke, Bernard Hulshof, RutgerBonsel, Hoi-Kee Wong, Yu-Kuan Chang, Annemarie Mink,Marion de Groot, Cathelijne Huis in ‘t Veld, Roelie Bottema,Mijntje de Caluwé, Elselien Epema, Willem Glasbergen,Marike Bijtelaar, Maria Nguyen, Leonie Ideler, Fernando DelCaro Secomandi, Jon Rodriguez, Cale Thompson, JonathanStranders, Suzanne Hendrikse, Stephen Boom, Roseliek vander Velden, Joan Boekhovenand H.S. Smallenbroek.We also would like to thank the following academic staff,who supported students in their projects: Petra Badke-Schaub, Annemiek van Boeijen, Casper Boks, Han Brezet,Jan Buijs, Henri Christiaans, Katrijn Coninx, Marcel Crul,Richard Goossens, Erik Jan Hultink, Remco van der Lugt,Heimrich Kanis, D. Keskin, Henk Kuipers, Johan Molenbroek,Kaj Morel, Sylvia Mooij, Ingo Oldenkamp, Joost Prins, JanSchoormans, S. Silvester, Dirk Snelders and K.S.S. Talke.Thanks everyone! And we hope you will all keep workingtowards achieving those millenium development goals, wewill certainly keep doing our best!131

Prabhu KandacharCurrently Professor of Industrial DesignEngineering (IDE) and Chairman of theDepartment of Design Engineering, hereceived a B.E. degree in MechanicalEngineering at the Mysore Universityand his M.E. and Ph.D. in MechanicalEngineering at the Indian Institute of Science, Bangalore, India.After a stint of 5 years at the Materials Science and Technologydepartment at Delft, he worked at Fokker for 15 years, invarious technical & management positions. His teaching andresearch interests at IDE are focused on materializing designideas, addressing manufacturing technology related to productdesign and materials; technology and materials selection indesign; and more. He is currently directing research workon development of products & services for healthcare indeveloping countries and is involved in research on ethicalaspects of product development for the BoP. He has givenseveral keynote lectures on this topic and has about 100publications on his work.Jan Carel DiehlAfter finishing his study in IndustrialDesign Engineering he workedseveral years as a consultant inecodesign. In his present position heis assistant professor for the Designfor Sustainability (DfS) program at the Faculty of IndustrialDesign Engineering at the Delft University of Technology inThe Netherlands. Within the DfS program he is managingthe international projects on sustainable product innovationespecially in emerging markets. The main focus of hisresearch is the know-how transfer and implementationof sustainable product innovation into an internationalcontext. He is has been working with companies anduniversities in about 40 countries world-wide. Next to hisposition at the TU Delft he is consultant for UNIDO andUNEP and invited lecturer at universities in amongst othersPortugal, Colombia, Turkey, Japan and Austria. He is coauthorof the UNEP Design for Sustainability manual forDeveloping Economies (D4S DE).Ilona de JonghBorn on Curaçao, a tiny island in the Caribbean, she received her Masters degree in Integrated ProductDesign - specialized in design for health care - at the faculty of IDE in 2008. She believes that designand design-thinking can cause social change, can improve life and can help towards a sustainable livingfor everybody on this planet, and is working with several organizations and companies all over theworld to prove this. She currently runs the solution development firm Sprout Design, is chapter head ofProject H Design New York, and works with Delft University of Technology on several projects in Designfor Emerging Markets.132About the Editors

The Base of the Pyramid strategy is to serve the underserved.Both scientists and entrepreneurs are exploring this strategy,economically and socially motivated. The key to success isfocusing on the needs of people in their own environment.The strength and uniqueness of Industrial Design Engineeringlies in its human centred approach to design.This book describes projects concerning products and servicesfor the Base of the Pyramid. This is the third publication inthe series of graduation and other Masters’ program projectsat the Faculty of Industrial Design Engineering, specificallyaimed at product, service and system design for the Base ofthe Pyramid.Faculty of Industrial Design EngineeringLandbergstraat 152628 CE Delft, The Netherlandswww.io.tudelft.nl/bopBoP-IO@tudelft.nl+31 (0) 15 278 3034Designing for Emerging Markets IDE Master Projects - 3