This week I
caught up with Gagan Gupta, one of our seasonal team members. This past summer,
Gagan spent a month in Ghana with SVTP before heading off to Stanford Law
School. After completing his MSc in International Political Economy at The
London School of Economics, Gagan wanted to work with SVTP because he “missed the social mission.” His experience working on social
innovation policy in the Obama administration, as well as his coursework in
supply chain logistics and international development, made him an ideal
candidate for us
Gagan, Tunde, and Kevin |
Gagan admits he had
no real clue of what to expect, having never been to Africa. He spent ten days
in Nigeria with our regional sales manager before setting off to Ghana to
conduct market and consumer research—a somewhat overwhelming task, but that is
often the nature of our work. His goal was to answer questions such as: “What
kinds of products do our consumers really need,” and, “How can we meet those
needs?” Answering these questions
required that Gagan play a few different roles in Ghana, including “market
research, sales and product development.”
What does market
research look like for a social enterprise working with the base of the pyramid
(BoP) in Ghana? Gagan studied markets, ports, supply and distribution chains;
researched competitors’ products; and talked to end users. He describes how he
conceptualized his work in two ways: top down vs. bottom up. “Top down” approaches
included liaising with larger companies, entrepreneurs, public sector entities,
NGOs, and private sector firms to learn more about partnership opportunities
and existing products. The “bottom up” approach involved working with end users, distributors, and
salespeople in places such as Makola and Kaneshie markets in Accra to learn
more about sales potential, product development, and consumer needs. For SVTP, end
users are usually found in rural areas where access to electricity is extremely
limited or virtually nonexistent.
Like all companies,
our goal is to put our products in the hands of consumers. This requires generating
brand recognition: educating end users about SVTP’s products and their unique
value. Brand recognition takes
extra footwork in the BoP market.
Our teams must hit the streets and market our products through
strategically positioned display stands, campaigns, radio ads, market
promotions, and word-of-mouth approaches.
Gagan candidly shared how “hard it was not knowing anyone and not
knowing [his] way around. Working
in the marketplace is challenging, particularly amidst the heat, pollution, and
the hustle and bustle. But it’s
also really exciting.”
Gagan and customer |
Gagan identified this
process as “one of the most difficult aspects of his work, yet also one of the
most rewarding.” He notes that you can’t do business in a place like Ghana or
Nigeria without understanding the subtleties of the markets’ social structures,
which are often difficult for a foreigner to navigate. Also, market entry operates
differently in West Africa than it does in the West where you have established
distributors and retailers.Gagan also noted that
many of his initial assumptions were challenged: he found West Africa to be a
vibrant place where, stating: “I could literally feel the world changing around
me.” He felt a distinct entrepreneurial energy and noted that West Africans
called it a place where the world was moving.
Overall, he says that
his work with SVTP was a “thrilling experience where the learning curve was absolutely vertical.” Gagan spoke candidly about the
freedom of working with SVTP. He appreciated being able to understand the
company’s vision and the accompanying autonomy to expand the business in ways
that made sense to him. How has this experience shaped his thoughts on social enterprise?
Gagan said his SVTP work was his “first true experience in this space,” and it
reaffirmed his faith in social enterprise as the solution to many development
issues. We look forward to being a part of that exciting and rewarding process!
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