On the Ground

This post was originally posted on the Ripple Effect blog by Acumen Fund’s Sangeeta Chowdry - Ripple Effect Project Manager.

At the edges of the Thar desert in Rajasthan, in the region of Marwar -The Land of Death- Jal Bhagirathi Foundation, a Ripple Effect pilot awardee, has been working to bring water security to village communities. This is no small challenge in a region where the average annual rainfall is a mere 100-500mm and the water table is declining at a rate of 1-2 meters a year. The focus of communities here is to get access to any water at all – let alone safe water. It is in this environment that JBF has, amongst other water harvesting initiatives, been running a reverse-osmosis treatment plant in Pachpadra, about 100 km from Jodhpur.

Ripple Effect and JBF have been working together to develop a sustainable business model to extend access to safe drinking water to households located at a distance from the RO plant. This model not only aims to meet the water needs of these communities but also to provide a source of empowerment through livelihood provision to the members of local self-help groups.

The model that is being operationalized has water from the reverse-osmosis plant delivered to several distribution outlets run by members of the local self-help group where it is then sold on to other households. By reaching both wholesale and retail users, the output of the plant is being tripled and local incomes increased. The careful and collaborative business planning that went into the model has enhanced its potential for viability and sustainability – costs of operations have been carefully determined; a break-even analysis has been performed; and a tiered pricing strategy implemented.

Planning can, however, only go so far. Critical to the success of this model is the buy-in of the community – water quality was not previously seen as a high priority – and a powerful awareness-raising and marketing campaign was essential. In this area JBF’s passionate work made all the difference. In a few short weeks multiple meetings and discussions were held with self-help groups; market surveys of hundreds of households were completed; individuals selected and trained to run outlets; many hours of physical labour dedicated to gearing the plant to handle the up-scaled operations; and multiple community awareness activities have been undertaken and will continue. It has been most heartening to watch the skeptical village Sarpanch, turn into the foremost champion of the project and lead a rally through the village to announce the work! The local media too has picked up on the work being done and has publicized this swaach (safe) water initiative.

It has been truly remarkable to have been on this journey with JBF and to see the synergies from effective public, private, community partnership. At the time of writing this, the demand of the water at the outlets has already reached twice the initial target!

We wanted to share a notable and amusing article in today’s Wall Street Journal—“The Infomercial Comes to Life in India’s Remotest Villages.” In the article, reporter Eric Bellman captures the creative approaches that many major consumer products companies are using to reach the rural Indian consumer. He shadows one of the army of salesman that global advertising agencies are dispatching to promote products by staging dances, skits, music, demonstrations and game shows in remote villages of 100 houses or less. Bellman also aptly highlights that rural markets in India (and many other low income countries) have been relatively insulated from the global recession and that India’s rural consumer spending is actually increasing.

This article really captures the cardinal rule of understanding your customer. The methods include everything from recognizing the cultural context—first approaching the village elders for permission to perform—to using alternative media like live entertainment to grab the new customer. These lessons translate to social enterprises in obvious ways.

Some of our investees have already mastered these creative marketing strategies. Global Easy Water Products’ (GEWP) parent organization, International Development Enterprises – India (IDE-I), has produced a number of short Bollywood movies featuring their KB Drip irrigation products. KB Drip salesmen will arrive at a village market, set up their projector and let the crowd form. Here are two examples of these masterpieces (with English subtitles):

KB Drip video 1

KB Drip video 2

Of course, the devil’s advocate to this article might argue that this type of advertising could be exploitative and persuade poor families (who have limited access to information) to buy things that they do not actually need. Aneel Karnani, a professor at the University of Michigan, has accused our sector of “Romanticizing the Poor” and of exploiting the poor’s “bad choices”. But, it is food for thought on whether you believe a rural poor consumer in India deserves the freedom of choice and whether they are adequately informed to make appropriate consumer choices for themselves and their families.

“This looks just like South Jersey!” In true Acumen fashion, I had an “Aha” moment driving through rural Punjab on the way to see Acumen Pakistan’s newest investment, Jassar Farms. Located two and a half hours outside Lahore in Narowal, the region is surrounded on three sides by India and is only three kilometers from the border. So why did it look like South Jersey? Punjab is the breadbasket of Pakistan with a beautiful sea of green fields on both sides. As we drove deeper into the heart of Punjab, we passed fields of rice and wheat and sugar cane, all sporadically peppered with brick kilns. Even at the farm itself, spread across 250 acres of land, there were fields of sorghum, alfalfa, and corn, all being grown to process into livestock feed at the farm. At the farm, I met up with Shehzad Iqbal, social entrepreneur and CEO of Jassar Farms who had a thing or two to share about dairy farming in Pakistan and the social impact of this new line of business. Jassar Farms is a corporate dairy farming business focused on dairy and breed improvement of poor livestock farmers aiming to increase milk productivity. Here are a few interesting facts about dairy farming in Pakistan:

• Pakistan is the 5th largest producer of milk worldwide, yet one cow has the productivity level of only 1/5th of a Western cow.
• On average, the milk production of one cow is approximately 1,800 liters of milk per year.
• As a comparison, one western cow has a milk yield in the range of 8000 – 10000 liters per year.
• In the normal 9-10 year lifespan of a cow, she can give birth 9 times in her lifecycle and is lactating 270 - 305 days per year.
• The milk producing livestock in Pakistan is divided almost equally between buffalo and cow. Pakistan is among the top producers of buffalo milk globally but herds most commonly suffer from poor farm care, poor quality feed and lack breed improvement. While buffalo breed improvement could reap great benefits, breed enhancement through artificial insemination has been less studied in buffalos as compared to cows, worldwide.
• Through experiments in artificial insemination and other methods of livestock breed enhancement, there is strong potential to improve the gene pool of cattle offspring.
• If a cow is on average producing 1,800 liters of milk per year and it is artificially inseminated with a bull who’s mother and grandmother averaged, were producing for example, 10,000 liters of milk per year, then the cow’s female offspring will have the genetic potential to produce the average of the two (10,000 + 1,800)/2 = 5,900) and thereby slowly improve the milk production capability generationally.

This is where Shahzad really explained the social impact of the business idea. In the Pakistan agriculture sector, over 75% of livestock owners are poor farmers owning less than four cows.

The cost of importing high quality bull semen doses costs between $75-$100 and is essentially unaffordable to rural, dairy farmers who own 2-5 cows per household. Shahzad gave the example of a local farmer, Mohammad Butta, who owns two cows and has a family of five. Mohammad milks the cows in the morning and then sets off to work his fields. With a family of five and a household income of $75 per month, he cannot afford the high cost of imported semen dosages. So by producing semen doses locally and making it affordable to the rural livestock farmer, Jassar Farms has the potential to increase incomes of farmers from increased milk yields.

This is the first Acumen Fund investment in agriculture and specifically in the livestock and diary space and it will be interesting to see the value and impact this new business innovation may yield.

Acumen Fund has long admired the TiE - “The Indus Entrepreneurs” network - an impressive and fast-growing community of top Indian entrepreneurs, venture capitalists, lawyers and management professionals. TiE demonstrates the power of community with 53 Chapters in 12 countries, spread across 5 continents.

We are excited to share that D.Light Design, one of Acumen Fund’s portfolio companies, has been nominated as a finalist for TiEcon 2009’s 50 “Hot Emerging Companies” award. From among 1,200 nominees, finalists have undergone a rigorous screening process by TiE’s industry judges. D.Light Design’s mission is to deliver safe and affordable lighting and power solutions to households that lack reliable energy supply. It is exciting to see a social enterprise be considered as a peer among fast-growth commercial companies. This is evidence of the potential to for companies to achieve scale and profitability, while having a material impact on the quality of life of the poor.

The TiE Awards will be decided by collective voices. Voting closes tomorrow on May 7, 2009. We encourage our community to get involved-vote for D.Light Design and other innovative new Indian companies.

A tiny bead of sweat ran down the ridge of my nose.  It reached the end, teetered for a split second, then dropped quietly onto the doctor’s desk.  I sat behind the desk, inside the Vijay Nagar Women of India clinic, which is tucked into a government-built housing project in the Bandra East area of Mumbai.  As the sweat hit the desk, it made a soft splat, and little Natra’s eyes followed it down.  About 3 years old, he seemed pretty interested in the inability of this strange white man to deal with the Mumbai heat – not surprising, all things considered.

Natra and his mother, Surekha, had agreed to take a survey about healthcare administered by Acumen Fund Fellow Joanna Harries and her colleague, Rubina Dsouza.  Joanna and Rubina work for Dial 1298 for Ambulance, a professionally-run, high quality ambulance service run in Mumbai (51 ambulances) and Kerala (30 ambulances). You dial 1298 to get a fully-equipped ambulance with doctor and medical equipment on-board.  1298 is affiliated with the Ambulance Access for All Foundation, whose mission is to provide high-quality service for all Indians, regardless of income. 

But will poor Indians call an ambulance?  That’s what Joanna and Rubina are working to find out.  Service for all is not only a noble goal, it’s good business as well – after all, some 40 to 60 percent of Mumbaikers live below the poverty line, in slums.  If you fail to serve this customer segment, you miss a huge number of calls – and your ambulances can run below capacity.

Effectively serving this market begins with listening, and that’s what Joanna and Rubina are doing.  They have been spending time visiting various Women of India clinics, all of which are located in slum areas, and asking a simple, 5-question survey: what do you do when you get sick?; how do you get to the hospital?; which (if any) ambulances do you call?; why wouldn’t you call an ambulance?; who helps you when you get sick?

Joanna and Rubina and I did eight surveys today, just the tip of the iceberg.  What is interesting is that 1298 takes its commitment to the low-income segments seriously – both in terms of social impact and in terms of business sense.  The company is marketing in a number of innovative ways – tying up with schools, hospitals, train stations, and more.  Slum outreach is an element of their business plan.  Regardless of income level, growing 1298’s customer base is an awareness game – call it marketing, brand management, outreach, whatever – you have to have potential customers know about your service before you earn their business.

Where do you live - in a house, an apartment, a condo, a dorm room? Is that an easy question to answer? If so, you’re in the minority worldwide - especially in a country like Pakistan, where more than 30 percent of the population lives in squatter settlements and an even larger percentage is effectively shut out of the home ownership market due to speculation, land prices and a difficult bureaucracy.

Affordable housing - and how best to provide it for low-income customers - is something Acumen Fund has been exploring for years now - especially in Pakistan. Along the way, our team has discovered some things that work, and many more that don’t. While these learnings made for great intra-team discussions and e-mails, we felt it was time to start sharing what we know - and what we don’t know - with our sector at large.

Along these lines, be sure to check out the latest additions to our Knowledge Center. Aun Rahman, Pakistan Country Director, and I recently completed a paper entitled The Challenges of Expanding Saiban: Scaling Affordable Housing for Low-Income Communities in Pakistan. In it, we describe how an entrepreneur named Tasneem Siddiqui has extended land title and housing to tens of thousands of previously un-served families. We also explore how Saiban - an Acumen Fund investee - is expanding into different geographies and the early lessons learned from this expansion.

The Pakistan team is also hard at work behind the camera. We now have two new videos to share, “My Story: Jawad Aslam, Class of 2008 Fellow” and “From Squatters to Homeowners”. Both videos follow Acumen Fund 2008 Fellow Jawad Aslam as he works to help build a community at Khuda Ki Basti 4, outside Lahore.

Photo credit: Flickr user malla_mi; used under a Creative Commons license

I recently gave a keynote address in Milwaukee, Wisconsin to Engineers Without Borders, an amazing group of 12,000 students and activist-engineers who devote themselves to working on global issues at the community level, using their engineering skills as well as a values system grounded in a belief in community partnership. Exciting.

While there, I discovered that Milwaukee is positioning itself as the “Silicon Valley of Water”. Situated on a Great Lake, with four great universities in the area, a history of producing top engineers and a dying industrial sector, a vision focused on bringing forth technologies for clean water on a global basis is thrilling. (John Schmid at the Milwaukee Journal-Sentinel wrote an excellent article connecting this to Acumen; do take a minute to read it.)

I also couldn’t help but think that this approach of retooling some of America’s own cities to focus on transforming other parts of the world could have an incredible impact on transforming the cities themselves. It is this virtual cycle that we need not only to be aware of but to pursue avidly, and to communicate effectively. My mentor John Gardner would often tell me that sometimes you have to “push the inevitable”. Taking our best and brightest and asking them to focus on solving some of the world’s toughest problems from a sense both of humility as well as audacity is what is needed at this critical time in our shared history on the planet.

Generally, when I do the road trip from Nairobi into Western Kenya, I stay up late the night before so I can snooze during the journey. I sleep because I’ve taken the trip too many times to count – besides, it’s often a bumpy and dusty ride.

However, my most recent trip from Nairobi to Kitale gave me a whole new perspective. Instead of making my regular trip home, I was bringing the eyes of Acumen Fund from the office in Nairobi to the ground in Kitale. In Kenya, it’s easy to find stories of famine, poverty and political unrest in the newspaper or on television, but these issues become very real along this eight hour road trip.

In Kitale, I met many smallholder farmers. I took the photograph above at one of these very farms. My perception of the smallholder farmer has always been that of a person who not only has a small piece of land, but who also cuts costs by using the cheapest seeds and the cheapest fertilizer (if any at all). Essentially, he or she is a person concerned with growing just enough to feed the family.

But listening to smallholder farmers, whom I met down dusty roads deep in some of the most remote parts of Western Kenya, brought to light how wrong my perception of this farmer was. The farmers I met know exactly the type of seeds they plant, the variety appropriate for different types of altitudes and soil, the right season to plant particular varieties, and the way to get optimal yields from inputs. This farmer typically plants maize intercropped with beans, and some napier grass for his cow and for soil erosion control. You can hear the excitement in the farmers’ voices as they talk about the different hybrid seeds they are using and how this has improved their lives as a result of increased yields.

Farmers in this part of Kenya are well informed, and are willing to adopt any changes that maximize their yields, even if it involves spending up to $60 US dollars on inputs.

My trip made me think of Acumen’s target market and how we need to know their needs. Poor, under educated and underestimated they may be, but we are dealing with savvy customers who are aware of the benefits of improved inputs. They are willing to invest in resources that increase their income. I feel that the more complex question is not whether a seed variety is new or traditional, but whether this new variety is accepted or rejected by a farmer. When new varieties offer an increased yield to farmers they will be accepted, just as new varieties that do not will be rejected.

The farmer calls the shots, based on what he sees on the ground. He is informed and has a variety of choices, and with this comes dignity. He is not in the position of begging for handouts, but has a place at the bargaining table to listen to cases presented, alongside proof and make decisions. There is a need for us to connect such farmers to the right entrepreneur who can provide an appropriate product or service to fill this need. But first, Acumen must work to engage with this customer – by spending time understanding his immediate needs and behavior. Only through our own investment of time and energy will Acumen be able to invest in the best approaches to help smallholder farmers lift themselves out of poverty, one seed at a time.

This cost analysis hangs on a wall at in the Osembe Primary School, a concrete block building surrounded by rice fields not far from Lake Victoria.

It was created by the members of the school Health Club, a group of precocious young kids I would love to see become interns in Acumen’s Nairobi office someday. It is not hard to imagine these kids making the leap from “Simple Mathematics” to Acumen’s BACO analysis.

Osembe is part of a multi-year study run by CARE and several other organizations to evaluate the impact of providing sanitation and clean water in schools. Schools like Osembe receive new pit latrines, storage containers and chlorine to purify their well water.

There is considerable evidence that clean water and good latrines in schools dramatically improve child health and school attendance (a factor of both reduced illness and better privacy: a large percentage of girls drop out when they hit puberty for the simple reason that they don’t have a private latrine to use for hygiene). And yet fewer than 30% of primary schools in Kenya have proper latrine facilities or access to clean water. If you had limited resources to spend on improving water access, schools would be a smart place to start.

The trick from Acumen’s perspective is that most of our investments rely on provision of goods and services to customers who can pay for them. But what about school children? The Osembe poster demonstrates a solid grasp of economics and an obvious appreciation for the service, but how can we expect kids to pay for clean water?

Let’s set aside the most obvious solution – government funding – which is how schools are funded in most of the world. In Kenya, the government provides each primary school $13 per student per year to cover all facilities, staff, books, and everything else. (Meanwhile a single member of parliament is paid about the same amount that the budget allocates to 40 primary schools.) Since the government is not stepping up, organizations like Acumen need to find other approaches to deliver these services to the 18,000 public primary schools in Kenya.

As our Nairobi office explores the water sector here for investments, we have seen several business models that can help expand water and sanitation access to schools. Here are two examples:

- Outside of Nairobi, several organizations have installed community water kiosks at schools, which provide the water free to students but charge a fee to the surrounding community. The fee is approximately 3.75 cents per 20 liter jerrycan, similar to the 3 to 6 cents that Acumen investees WaterHealth International and EPGL charge per 20 liter jerrycan in India, and affordable to low-income communities. Schools already have a built-in management structure to help run the kiosks, and the model and pricing can be tweaked so that the revenues cover operating costs of the system (and potentially capital expenditures too).

- A company called Manna Energy is building small community water treatment plants and toilet facilities in Rwanda and placing them at schools. The resources are provided free to the school and surrounding villagers, but the company is setting up a creative carbon finance scheme where they receive and sell carbon credits for offsetting firewood that would otherwise be burned to boil water.

Before we left the Osembe primary school, each of the visitors was called to introduce himself to the assembled kids, who were lined up in a big semi-circle marked by small bushes – the equivalent of the gym bleachers where we gather for morning assembly in the States.

“Good morning!” I said when it was my turn.

“Good morning teacher!” they chorused in the call-and-response fashion common here.

“I am visiting from America. Do you know who the president of America is?”

(Laughter) “Barack Obama!” These kids are from the Luo tribe, like Obama’s father, and he is a local hero. They know more about our President than most American kids do.

“I’m sorry President Obama couldn’t join us today, but I do know for a fact that he treats his drinking water just like you do.”

The kids laughed again, recognizing that this was a stretch. Our drinking water in the States is indeed chlorinated like the water in Osembe’s storage containers. But they know very well that our President doesn’t have to draw it from a well, carry the jerrycan to school, fill a big storage drum, and dose it with liquid chlorine himself.

It was encouraging to see the value these children place on clean water. But they, and millions of students like them, will only have access to it if we can find sustainable models to pay for that service in schools. Clean water and good health will help get these kids through school, into college, and hopefully someday applying their “Simple Mathematics” skills to Acumen investments.

I was in Pakistan for the first week of March, mostly spending time with the Acumen team and its close advisors. This time, unlike my last two trips, I stayed put in Karachi, where Acumen’s Pakistan office is based and did not get to Lahore (the city where the reprehensible attack on the Sri Lankan cricket team occurred on March 3rd) On two prior trips, I have visited Khuda-ki-Basti 4 (KKB-4), Acumen’s low cost housing investment near Lahore.

Although that development is still in a relatively early stage, there are 100 families living there today, a thriving primary school, a small general store and a secondary school in the works. KKB-4 is on the move. On my last trip in May I was happy to see the immense progress made in the few months since I had first visited. I could better imagine what it would be like when the housing plots were fully sold, the houses built, the shops and mosque opened—in short a real self-contained community.

On this trip, I was able to visit Khuda-ki-Basti 3 (KKB-3), a mature housing development outskirts of Karachi in which Acumen made a small investment several years back. KKB-3 (near Karachi) was the inspiration for KKB-4 (near Lahore) and are both brainchildren of Tasneem Siddiqui, the lead developer. I went with Shuaib Siddiqui (no relation), a Pakistani-American who has been working in our Karachi office for the last 18 months as a portfolio associate. Shuaib, along with Aun Rahman our Pakistan country leader, has become expert in the area of housing for the poor and is the relationship manager for our KKB-4 investment.

The drive to KKB-3 took about 45 minutes from Karachi center and when we arrived at the entrance, public buses plied the road. Other developments and commercial establishments crowded the area. Shuaib explained that, 8 years back when the development was just getting started, the area was a wasteland with virtually no roads or buildings.

We walked into the building which had originally been the sales office and now serves as a community center and management office. It was lined with photographs documenting the inception and progress of the development starting 8 years back. The original would-be buyers of land plots were required to live in temporary homes for two weeks before being accepted as buyers and members of the community. This procedure was designed to test their mettle as serious buyers and builders.

We then walked down the central artery of the development—I should say town because it is a teeming, vital town of 25,000. All of the plots have been sold and most have been built up with small single family homes. There is now a thriving secondary market in houses, as the improved land has shot up in value. Some of the poor laborers who were early buyers have sold at a substantial profit and have moved into a higher socio-economic class. Teachers and other professionals are starting to buy these houses and move in (real-estate prices in Karachi are sky-high and there is severely limited availability). And while most of the houses are very simple, a few have second and third floors and spectacular gardens.

We visited a primary school, one of 12 in the town; this one was built by The Citizens Foundation. The school was clean, open and attractive and requires a payment of a modest tuition fee. We visited briefly with the principal of the school who explained that because demand is so high, the school is run on a split session with half the students coming in the morning and half in the afternoon. Other primary schools in the town are even less expensive or free. When we visited later with the manager of the entire development, Akthar Sb, he explained that there is nearly 90% school attendance at the primary level—I had wondered aloud about this as there were many children walking about and playing during what seemed to me to be normal school hours. This was due to the split sessions, Akthar Sb explained.

However, the statistics for attendance at the secondary level drop off significantly, as many children in their early teens are expected to contribute to the family coffers. Given that school attendance is mandatory only until age 10, overcoming this attitude and getting parents to understand the value of secondary education is a long slow battle.

We visited a vocational school for older children and young adults, a clinic for women and children (which sold condoms on a prominently posted price list), a vet shop (mostly focused on goat care), a Catholic church, a vegetable farm, several small textile manufactures. We saw stores selling a vast variety of goods. We saw but did not visit several mosques. There are no banks are within KKB-3, but some can be found just outside in other developments which have sprung up close by.

In short an entire ecosystem has been formed out of empty land near a densely packed city with desperate housing shortage and an enormous population of poor residents. Those who have been able to make the leap now live in a community which provides access to their basic needs: clean water, power, sewage treatment, local government, education, health services and employment opportunities (1/3 of the residents of KKB-3 work within the town). Seeing possibility realized gave me hope and vision for our work at KKB-4, and a real sense of excitement for its future.

We all want to be able to say, “This is the house my father owns.” This dream is floating all over the world. Pitrus Saab, early resident of Khuda Ki Basti 3.

I recently visited Khuda Ki Basti 3, a low-income housing development 2 hours away from the city centre of Karachi. I first learned of Khuda Ki Basti (”God’s Settlement”) and the incremental development model when I met Tasneem Siddiqui of Saiban during a research project in 2005. I was ushered in an office by Mr. Siddiqui’s assistant (his only staff at the time) where he sat at his desk, shrouded by mountains of papers and books. Though he was extremely busy and seemingly understaffed, he made himself available to speak to me. Mr. Siddiqui is the sort of person who inspires people. Not because he is a great story teller with heart warming anecdotes that leave you with a good feeling. No, he is inspiring because he takes a no-nonsense approach to a problem that is colossal and overwhelming both in its scale and by its nature.

Without a piece of land on which you can raise your family, sleep at night and call your home, it is difficult to find the stability you need in your life to propel yourself forward. No one should be denied the opportunity to attain this stability and prosperity. Almost all people understand this. However there are very few people who will roll up their sleeves and try to get something done about it. This is especially true in an environment like Pakistan where public officials are a part of the problem, not solution. (Pakistan was ranked 134th out of 180 countries by Transparency International’s 2008 Corruption Perceptions Index - which is not a good ranking.)

My report recognized that, without government cooperation, there is no method of scaling any successful models in housing. However, it also acknowledged the reality – that public sector solutions are usually public relations rhetoric within a larger political game. As a result, government-initiated projects do not often reflect the reality of the issues. For example, as has been documented by Saiban extensively, the age-old government approach of creating elaborate “sites and services” schemes in Pakistan ends up inflating the cost and price of housing far beyond the reach of base of the pyramid, and yet we continue to hear of initiatives based on this model.

In his inauguration speech at the National Assembly on 29th March 2008, Prime Minister Yusuf Raza Gilani announced his coalition government’s agenda, including a plan to build one million homes annually targeted towards the lower income sector. Such grandiose plans that are removed from the reality of the current and historical housing reality are not uncommon - especially when they come during times of crises (in this case both economic and political).

Tasneem Siddiqui is known internationally for his work in low-income housing - he has been the recipient of the Aga Khan Award for Architecture, The Ramon Magsaysay Award for Government Service and nominated for several others. What is somewhat disheartening is that even today, despite his reputation and the successes (KKB has been replicated in three areas of Karachi and currently in the process of development in Lahore) of the incremental development model, government cooperation (in the form of subsidized land) remains the biggest bottleneck to solving the housing and squatter settlement crisis in Pakistan.

Though consultation with Mr. Siddiqui and Saiban is often part of protocol during various government-led initiatives, they have still not been able to get their model officially adopted. A Saiban employee told me that while officials praise Saiban’s efforts and achievements in the field during meetings and conferences, off-the-record discourses usually involve an official asking very plainly “Meray liye faida kahan hai?” (“Where is the benefit for me?”). It is easy to see how anyone with good intentions might be discouraged. But as the perseverance of Mr. Siddiqui, his colleagues at Saiban and of the residents of Khuda Ki Basti 3 demonstrated, determined ideals will get you long way.

In my next blog post, I’ll talk about how two of the earliest residents of KKB 3 and its very model taught me the meaning of patient capital. For now I’ll end on a note that nags at the back of my mind whenever I think of the achievements of Mr. Siddiqui in such an onerous environment. How much is the success of a movement dependent on its figure head? We at Acumen Fund like to talk about the sustainability of our advocacy for social change, but when it comes down to the nitty gritty, how do you go about succession planning for revolutionaries – especially when it is their reputation and clout that opens doors in such a dramatically politicized environment like Pakistan?

Acumen Fund has learned over the years that its most successful entrepreneurs listen constantly to the needs and the nuanced preferences of their customers. A killer new product will certainly fail if it is not designed around the customers’ behaviors and desires. We’ve seen it happen.

As part of Acumen Fund’s monthly breakfast series, we were joined last Friday by Richard Allan, Director of the MENTOR (Malaria Emergency Technical and Operational Response) Initiative, who spoke about a thoughtful new technology for preventing malaria: insecticide-treated wall lining (shown at left, with a customer in the foreground). Imagine a flexible wall-lining that you can unroll in long sheets and attach to the inside walls of a home. Only it is impregnated with an insecticide that kills mosquitoes (and many other pests) on contact. A new company called DART (Durable Activated Residual Textiles), a joint venture between Richard, Acumen Fund, and Vestergaard Frandsen, will produce the product for distribution throughout malaria endemic regions Asia and Africa.

We’ve seen a lot of sexy, new product designs, and we’ve decided not to invest in most of them. So why are we so excited about this new wall lining (think wallpaper)?

For starters, it combines the best features of the two most popular malaria prevention products: the long-lasting insecticide-treated bednet and indoor residual spraying (IRS - this is where the interior walls of a home are sprayed periodically with insecticide). The best nets last about 5 years without needing re-treatment, but they require you to sleep underneath a net every night, which is a significant behavior change and a challenge for any distribution scheme. Indoor spraying requires no behavior change once the walls are sprayed. Unlike with nets, a family does not have to decide to sleep under protection; the spray ensures that they are naturally protected anytime they’re inside the home. Misuse is not really possible. However, the spray’s effectiveness only lasts about 6 months and there are complicated logistics and persuasion required to do the spraying in the first place.

Introducing wall lining. Wall lining will remain effective at least as long as bednets and likely longer, since it will likely see less wear and tear. And, like spraying, it does not require any behavior change once the walls are lined – if you’re in the home, you are protected. In this sense it is the best of both worlds – years of protection without the struggle to change people’s behavior.

Yet, beyond these technological advantages, the product seems to appeal to the customer better (at least as evidenced in early trials). Printed in many different colors and patterns, the wall lining is designed to appeal to the desire for beauty and home improvement that exists in all of us. Who wouldn’t want beautiful blue walls instead of the drab brown of sticks or mud? In fact, this is how Richard got the idea in the first place. In Cambodia, he noticed homes lined with wallpaper for purely aesthetic reasons. Why not combine the customer’s desire for beauty and home improvement with addressing a critical health issue?

Of course, there are many challenges ahead, but in a market dominated by multilateral & NGO distribution schemes, it is rare to see a product so thoughtfully designed with the customer in mind. With ~2 million deaths per year due to malaria and 1/4 of the world population living in malaria endemic regions, we owe it to the customers to design products that work for them but at the same time are as effective as possible.