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<h2 class="hd hd-2 unit-title">Customer Discovery in Newer Organizations</h2>
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<p>It is essential for you to understand who the people you are serving are, since they are the customers of your offering. For social enterprises, you can identify who your customers are by thinking about two distinct groups of people. First, there are those who benefit from your product or service either directly or indirectly. Second, there are customers who might purchase your offering separately.</p>
<p>While some entrepreneurs may have a vision of whom they hope to serve at the beginning of their planning process, it truly takes time and effort to determine who your customers are specifically. You also need to consider what their actual needs are, which may differ from your initial assumptions about their needs. Your motivation for conducting Customer Discovery should center around learning more about your customers in order to create a well-designed offering that leads to the positive social impact that you are aiming for.</p>
<p>The basic structure to describe your work towards Customer Discovery includes the following:</p>
<ul>
<li>The specific <strong>demographics</strong> of the group you’ll work with.</li>
</ul>
<p style="padding-left: 30px;">This varies greatly for entrepreneurs depending on their offering, but it is always important to know elements relating to the identity and needs of your customers. For example, are you focused on people living in a certain geographic area? Are you focusing on people of a certain age, gender, or economic status?</p>
<ul>
<li>The impact on individuals’ lives to address a <strong>clearly-defined need</strong>.</li>
</ul>
<p style="padding-left: 30px;">Similar to your work with Impact Opportunity, consider what affects your offering will have for your customers. For instance, an entrepreneur may develop a product so that “women will be able to provide low-cost protein to avoid malnutrition in their children.” This can connect to the <a href="https://courses.edx.org/courses/course-v1:MITx+0.SolveX+1T2021/ffc16fe648a24c91b4c30bc018a02c2a#value-propostion" target="[object Object]">value proposition</a> for your product or service.</p>
<ul>
<li>The <strong>sources and methods</strong> of your evidence.</li>
</ul>
<p style="padding-left: 30px;">You should be able to explain how you have determined--and will continue to determine--the demographics and needs of your customers. What types of data collection will best inform your work? Will you start collecting evidence through conversations, observation, and learned experience? Will you look at sales figures or survey data? Would you take an entirely different approach of finding evidence?</p>
<ul>
<li>A <strong>continuous plan</strong> for challenging and deepening your understanding.</li>
</ul>
<p style="padding-left: 30px;">Customer Discovery does not happen all at once at the beginning of your design process and then disappear from your planning. You should strive to update the evidence that you have to refine your offering. Put simply, Customer Discovery should never end. If you successfully plan and pilot your offering, how will you then continue to adapt to your customers and their needs over time?</p>
<p>All four of these elements are essential for Customer Discovery for social enterprises. One element that is typically not present is a marketing strategy to acquire customers, since the focus of discovery is geared more towards designing an offering that has positive social impact. Developing a marketing strategy to both acquire and retain customers is certainly important, but this falls outside of the realm of Customer Discovery for our purposes.</p>
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<h2 class="hd hd-2 unit-title">Bambara Milk by NamZ</h2>
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<p>Now we will analyze key aspects of Customer Discovery through the lens of newer organizations. First, we will take a look at NamZ to examine how they defined two distinct groups of customers being impacted by their offering.</p>
<p>NamZ has been developing a plant-based milk using the Bambara nut, and their Impact Opportunity relates to two problems: reducing greenhouse gas emissions and increasing access to affordable, healthy food options. Their offering addresses the problem of greenhouse gas emissions, since agricultural production of the Bambara nut uses less water and land than soy, oat, or almond production. Farmers can also grow the crop in land that is vulnerable to drought, and the nut also requires fewer fertilizers to grow. The milk itself addresses the problem of access to healthy food, as it is rich protein, calcium, and potassium.</p>
<p>When considering who their customers are and how their offering affects their lives, NamZ identified the two customer groups (edited from their application to Solve):</p>
<p style="padding-left: 30px;"><strong>Farmers</strong>: We currently source the Bambara Groundnut from two farming villages in Ghana. Each village has little to no infrastructure and only a basic primary school. The villagers grow the Bambara Groundnut for sustenance as well as an insurance crop. We are partnering with these communities to scale up their Bambara Groundnut production without adversely impacting their way of life, and we source supplies from them as directly as possible (avoiding middlemen) to ensure that these farmers can retain more revenue. By 2025, we plan to expand our farmer outreach program from Ghana to Southeast Asia to work with 9,000 farmers to grow over 42,000 metric tons of Bambara Groundnut, which should result in total farmer revenues of about USD2.2m.<br /><br /><strong>Malnourished communities</strong>: Malaysia experiences a double burden of stunting and obesity (<a href="https://www.unicef.org/malaysia/children-food-and-nutrition-state-worlds-children-2019" target="[object Object]">UNICEF</a>). Our initial plan is to distribute Bambara Milk in Malaysia (e.g. by working with government ministries to include Bambara Milk in schools at low cost). We can lower the cost of Bambara Milk for these communities by expanding our farmer outreach program to achieve economies of scale.</p>
<p>While these two descriptions could provide even more detail, they do clearly distinguish two distinct customer groups. NamZ also provides some initial information about the demographics and need of their customers.</p>
<p><strong>Additional Reading:</strong></p>
<ul>
<li><a href="https://www.namz.tech/" target="[object Object]">NamZ's Website</a></li>
<li><a href="https://solve.mit.edu/challenges/sustainable-food-systems/solutions/18290" target="_blank">NamZ's Solve Application about Bambara Milk</a></li>
</ul>
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NamZ&#39;s Customer Discovery
</h3>
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<legend id="44cff234f1b345dba14c0bb3a3ca20bd_2_1-legend" class="response-fieldset-legend field-group-hd">Which quote from NamZ's Customer Discovery relates most directly to their Impact Opportunity?</legend>
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<input type="radio" name="input_44cff234f1b345dba14c0bb3a3ca20bd_2_1" id="input_44cff234f1b345dba14c0bb3a3ca20bd_2_1_choice_1" class="field-input input-radio" value="choice_1"/><label id="44cff234f1b345dba14c0bb3a3ca20bd_2_1-choice_1-label" for="input_44cff234f1b345dba14c0bb3a3ca20bd_2_1_choice_1" class="response-label field-label label-inline" aria-describedby="status_44cff234f1b345dba14c0bb3a3ca20bd_2_1"> By 2025, we plan to expand our farmer outreach program from Ghana to Southeast Asia.
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<input type="radio" name="input_44cff234f1b345dba14c0bb3a3ca20bd_2_1" id="input_44cff234f1b345dba14c0bb3a3ca20bd_2_1_choice_2" class="field-input input-radio" value="choice_2"/><label id="44cff234f1b345dba14c0bb3a3ca20bd_2_1-choice_2-label" for="input_44cff234f1b345dba14c0bb3a3ca20bd_2_1_choice_2" class="response-label field-label label-inline" aria-describedby="status_44cff234f1b345dba14c0bb3a3ca20bd_2_1"> We can lower the cost of Bambara Milk for these communities by expanding our farmer outreach program to achieve economies of scale.
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<input type="radio" name="input_44cff234f1b345dba14c0bb3a3ca20bd_2_1" id="input_44cff234f1b345dba14c0bb3a3ca20bd_2_1_choice_3" class="field-input input-radio" value="choice_3"/><label id="44cff234f1b345dba14c0bb3a3ca20bd_2_1-choice_3-label" for="input_44cff234f1b345dba14c0bb3a3ca20bd_2_1_choice_3" class="response-label field-label label-inline" aria-describedby="status_44cff234f1b345dba14c0bb3a3ca20bd_2_1"> Our initial plan is to distribute Bambara Milk in Malaysia.
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<span class="sr">unanswered</span><span class="status-icon" aria-hidden="true"/>
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<legend id="44cff234f1b345dba14c0bb3a3ca20bd_3_1-legend" class="response-fieldset-legend field-group-hd">Which <strong>two</strong> aspects of Customer Discovery are <strong>not</strong> as present in NamZ's description of their two customer groups?</legend>
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<input type="checkbox" name="input_44cff234f1b345dba14c0bb3a3ca20bd_3_1[]" id="input_44cff234f1b345dba14c0bb3a3ca20bd_3_1_choice_0" class="field-input input-checkbox" value="choice_0"/><label id="44cff234f1b345dba14c0bb3a3ca20bd_3_1-choice_0-label" for="input_44cff234f1b345dba14c0bb3a3ca20bd_3_1_choice_0" class="response-label field-label label-inline" aria-describedby="status_44cff234f1b345dba14c0bb3a3ca20bd_3_1"> Specific demographics
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<span id="answer_44cff234f1b345dba14c0bb3a3ca20bd_3_1"/>
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<h2 class="hd hd-2 unit-title">Maziwa Breast Pumps</h2>
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<p><img src="/assets/courseware/v1/5fb80aa34e1fbcf26852fc066bb15d10/asset-v1:MITx+0.SolveX+2T2021+type@asset+block/13_logo_MaziwaBreastPump.png" alt="Maziwa logo" style="float: right;" width="250" height="78" />Maziwa has created a battery-powered breast pump to support working mothers who face challenges with expressing milk at the workplace. Instead of being forced to choose whether to work or to be able to breastfeed their children, the product allows mothers to use a breast pump in workplaces that lack suitable lactation rooms and access to electricity. Maziwa designed the breast pump to be able to be used discreetly and wirelessly at work, and it also includes a cooler box to help keep the milk fresh. In addition to the pump itself, Maziwa also offers breastfeeding education sessions. Let’s take a look at how Maziwa gathered feedback through a pilot program in their Customer Discovery process, which is taken from their Solve application here:</p>
<p style="padding-left: 30px;">Our solution serves millions of low- and middle- income mothers in developing markets who are forced to choose between breastfeeding exclusively and returning to work. Since June 2018, we have been designing our solution based on the expressed needs of working mothers in Kenya. We heard from over 700 women that existing breast pumps aren't suitable for workplaces without private lactation rooms, reliable power, and refrigeration and that recent public policies have not made a significant impact. Partnering with Jacaranda Health, we held postnatal care sessions at public hospitals and sent digital surveys to working mothers. With Dalberg Research, we co-created our pump with working mothers through user-centred research, where they each designed their ideal breast pump. Finally, we shadowed mothers from various workplaces for one month while they tested different pumps. During our research, 86% of mothers were interested in our product.</p>
<p>As Maziwa has explained above, they made use of not only interviews and surveys, but also “user-centred research,” in which mothers individually “designed their ideal breast pump.” They also shadowed mothers to observe how they were able to use the product while working. These varied methods of Customer Discovery actually enabled the people that they hope to serve with their offering share how the product worked for them in practice.</p>
<p>Additional Reading</p>
<ul>
<li>
<p><a href="https://www.maziwabreastpump.com/" target="_blank">Maziwa’s Website</a></p>
</li>
<li>
<p><a href="https://www.maziwabreastpump.com/feedback" target="_blank">Maziwa’s Consumer Feedback</a></p>
</li>
<li>
<p><a href="https://solve.mit.edu/challenges/maternal-and-newborn-health/solutions/21164" target="_blank">Maziwa’s Solve Application</a></p>
</li>
</ul>
<p><em>Logo © 2020 Maziwa Breast Pumps. All Rights Reserved</em></p>
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Maziwa&#39;s Customer Discovery
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<p>Identify which component of Customer Discovery the quotes below best align with.</p>
<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 1" role="group"><div class="choicegroup capa_inputtype" id="inputtype_cae7189e1bf047d0a3d8792514438ef5_2_1">
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<legend id="cae7189e1bf047d0a3d8792514438ef5_2_1-legend" class="response-fieldset-legend field-group-hd">&#8220;Existing breast pumps aren't suitable for workplaces without private lactation rooms, reliable power, and refrigeration.&#8221;</legend>
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<legend id="cae7189e1bf047d0a3d8792514438ef5_3_1-legend" class="response-fieldset-legend field-group-hd">&#8220;[We] sent digital surveys to working mothers&#8221; and &#8220;shadowed mothers from various workplaces for one month while they tested different pumps.&#8221;</legend>
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<h2 class="hd hd-2 unit-title">Yiya AirScience</h2>
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<div class="xblock xblock-public_view xblock-public_view-html xmodule_display xmodule_HtmlBlock" data-runtime-version="1" data-usage-id="block-v1:MITx+0.SolveX+2T2021+type@html+block@8563475612da4e71b5e6983efdab0c8d" data-block-type="html" data-graded="False" data-has-score="False" data-course-id="course-v1:MITx+0.SolveX+2T2021" data-runtime-class="LmsRuntime" data-request-token="8fbda3364c3711ef894f0e6e8f39bb05" data-init="XBlockToXModuleShim">
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<p><img src="/assets/courseware/v1/243a32fa6a0647b28d4ca9d7375020af/asset-v1:MITx+0.SolveX+2T2021+type@asset+block/07_logo_YiyaAirScience.png" alt="Yiya AirScience Logo" style="float: right;" width="200" height="200" />Yiya AirScience offers STEM education in Uganda to students who only need access to a basic keypad phone and a radio. Instead of using textbooks, smartphones, or an Internet connection, Ugandan students can access Yiya AirScience’s lessons through radio broadcasts. They can also participate in live lessons by responding to questions via SMS. Yiya AirScience began a pilot in 2020, and had 15,000 users registered within their first five weeks. They hope to reach 3.6 million users by 2025.</p>
<p>In terms of conducting Customer Discovery, Yiya has met with teachers and school administrators, run a pilot to gather feedback, and--on a daily basis--they also receive feedback on their service relating to student engagement and progress through SMS responses to each lesson. Let’s hear more from their Solve application below, and note that some of this may overlap with Impact Opportunity:</p>
<p style="padding-left: 30px;"><a href="https://uganda.unfpa.org/sites/default/files/pub-pdf/YoungPeople_FactSheet%20%2811%29_0.pdf" target="_blank">UNPF</a> and<a href="https://www.unicef.org/uganda/what-we-do/education" target="_blank"> UNICEF</a>, Uganda has approximately 6 million female adolescents, 30% of whom are enrolled in school. We aim to reach 35% of them in our pilot, to demonstrate that our model reaches more girls than the current education system does. Although an increase of 5% seems small, that is an additional 301,000 girls accessing education. According to the<a href="https://uganda.unfpa.org/sites/default/files/pub-pdf/YoungPeople_FactSheet%20%2811%29_0.pdf" target="_blank"> UNPF</a>, 19.6% of adolescents live in families where the head of household has no education, so every additional person with education makes a difference!</p>
<p style="padding-left: 30px;">Radios and simple keypad phones are ubiquitous throughout Uganda, even in remote areas. According to the<a href="https://www.communityengagementhub.org/wp-content/uploads/sites/2/2019/09/Uganda-Media-Landscape-report_BBC-Media-Action_February-2019.pdf" target="_blank"> BBC’s 2019 Media Landscape Report</a>, 87% of Ugandans have a working radio and 74% have one keypad phone in their household. Ugandans pay for school fees, electricity, and most everyday expenses using SMS via USSD. Therefore, this distribution strategy is one that people already use in daily life. Additionally, the radio lessons are only 20 minutes, so they don’t use up valuable working time that girls need to provide for and take care of their families. When youths receive educational content via SMS, they can read it at times that are convenient for their schedule.</p>
<p style="padding-left: 30px;">The Unstructured Supplementary Service Data (USSD) is a network communication protocol that is popularly used to load airtime and facilitate mobile money transactions. Through an aggregator partnership, USSD is used to solicit feedback from listeners. USSD will also be used in conjunction with SMS (Short Messaging Service) to run quick polls and generate user feedback, capture responses to questions asked during live radio sessions and viewing / disseminating progress reports.</p>
<p><strong>Additional Reading:</strong></p>
<ul>
<li>
<p><a href="https://yiyasolutions.org/" target="_blank">Yiya AirScience's Website</a></p>
</li>
<li>
<p><a href="https://solve.mit.edu/challenges/learning-for-girls-and-women/solutions/31672" target="_blank">Yiya AirScience’s Application to Solve</a></p>
</li>
</ul>
<p><em>Logo ©2020 Yiya AirScience. All Rights Reserved.</em></p>
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Yiya AirScience&#39;s Customer Discovery
</h3>
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<strong>Identify which component of Customer Discovery the quotes below best align with.</strong>
<p/>
<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 1" role="group"><div class="choicegroup capa_inputtype" id="inputtype_543123c34fd9449790a2399e4cb66cbc_2_1">
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<div class="wrapper-problem-response" tabindex="-1" aria-label="Question 2" role="group"><div class="choicegroup capa_inputtype" id="inputtype_543123c34fd9449790a2399e4cb66cbc_3_1">
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<legend id="543123c34fd9449790a2399e4cb66cbc_3_1-legend" class="response-fieldset-legend field-group-hd">&#8220;USSD will also be used in conjunction with SMS (Short Messaging Service) to run quick polls and generate user feedback, capture responses to questions asked during live radio sessions..."</legend>
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