mohammed sutarwala managing director mohammed@swansol.com swan planning conference april 2011
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Where do these cows go ?
Mohammed SutarwalaManaging Directormohammed@swansol.com
Swan Planning ConferenceApril 2011
Based on the book◦ MAKING BREAKTHROUGH
INNOVATION HAPPEN Porus Munshi Marico Innovation Foundation Erehwon Innovation Consulting
How Eleven Indians Pulled Off the Impossible
Today we discuss 3 of these innovators
Innovation
Dainik Bhaskar Trichy Police The Surat Transformation
Three inspiring innovations
Jaipur - 172 thousand (19 Dec 1996) Chandigarh – 69 thousand (May 2000) Haryana – 271 thousand (June 2000) Ahmedabad – 452 thousand (June 2003)
How did they do it ?
Dainik Bhaskar
Leader and follower Leader has achieved market share, and thus
efficiencies due to large volume Followers never catch up The more newspapers you print the more
money you spend Advertising follows circulation
Newspaper Industry Dynamics
From 1992 – 1995 was undisputed leader in Madhya Pradesh
Company had a large lead with the nearest competitor Nai Duniya which they had replaced
Hunger to expand made them focus on Jaipur
Dainik Bhaskar
If your aspiration is to reach heaven You will have to die for it. Are you ready ?
Aspirations
Go for No. 2 from Day 1 This means you print and circulate enough
copies to beat the existing No. 2 in the market
But why not No.1◦ Too much of a risk◦ Too much cost
Target 50,000 copies from day 1 in Jaipur
Ambitious Goal
It is like your morning tea or coffe Your favourite biscuit Staunchly loyal Favourite sections, layout, familarity
The challenge◦ So how to make 50,000 people switch on Day 1
The newspaper habit
Face-to-face meeting with 200,000 potential newspaper buying households
Not just a survey, but an experience-enhancing event
Asked questions, listened, reverted back
Did not outsource, but set up an internal task-force of 700 people
The un-coventional approach
If we give you what you want, will you buy our newspaper?
Are you ready to subscribe, if we promise to deliver what you want ?
And the people said ‘YES’ and subscribed
They got a special price of Rs.1.50 as against the regular subscription of Rs.2.00 with a money-back guarantee if not satisfied.
The million dollar question
Became No. 1 from day 1◦ Plan: 50,000◦ Achieve: 172.000
They introduced a Hinglish Newspaper in Chandigarh (220,000 households)
Sold 69,000 on day 1. People preferred English paper, as the
Quality was better than Hindi.
Success formula repeated
Aim High Do the un-conventional Listen to your customers Deliver what you promise
Lessons
A city with 1/3rd Muslim, 1/3rd Hindu, 1/3rd Christian
1999 – season of turmoil New Police Commissioner – Tripathy Police barely respected, and in fear of attacks Vajpaye and Advani’s planned visit Situation too tense
Trichy Police
Trichy population 24 Lakhs Most developing countries would
need 7000 policeman In developed countries – 5000 Trichy did it with just 260
havaldars In 2 years crime rate dropped
40%.
The Miracle
Inside – Out◦ Picked 50 honest constables◦ Told them to stay at home◦ Let your presence be felt in the community◦ Send regular updates direct to Commissioner
◦ It was the fastest way to gather intelligence
◦ Visit went off smoothly
How did he do it ?
Extedned experiment to the whole city Divided city into 60 localities Handpicked 260 constables De-briefed and humanized them Instilled a spirit of community service Changed them from enforcers to conservers Became part of community
Community Policing
A set of 4 constables had round-the-clock responsibility of their locality
A tenure was fixed for 2 years. Out of 4 one was always present on the beat
Ownership was instilled and knowledge of community policing was shared
SHOs were made to go to field to meet them rather than having constables come to the station to report
The Beat System
Met Resistance from SHOs Dealt Shirking from work Fired Corrupt officers Gave people Direct Access to Police
Commissioner Put complaint boxes in each locality Community work , carpentry, electrician,
etc Gradual handover to the chain of command
Making it work
Challenge things Trust people to deliver Test out your idea before going full steam
ahead
Lessons
The Textile City, the Diamond City
Also the filthiest city in the country
1994 22,000 cases of malaria
S R Rao takes over as Municipal Commissioner
Surat ki surat badal daali
Second cleanest city after Chandigarh
Malaria cases down from 22,000 to 497 in 3 years.
Doctor’s earnings down by 66% Population covered by sanitation
increased from 63% to 97% Daily garbage clearning up from
40% to 98% 92 kms of road widened, 300 km
new roads
And things changed within 20 months
Walked around Surat Identified the fundamental issues Focussed on 3 areas
◦ Administrative Capacity◦ Financial Capacity◦ Public Health Engineering
Enforced Discipline from Top, Gave Rewards from bottom
What magic wand did he wave ?
Reorganized the departments so that each was responsible fully for its Ward.
Disbanded Functional Heads like Roads, Sewerage, Water, etc.
Delegated powers – appointed 11 Commissioners almost with the same powers as him
Daily review meetings Fieldwork 5 hours a day (No AC in office from
7am-3pm) SLAs were created
Administrative Capacity
Spread Hygiene Education Imposed Fines Illegal Construction Enfornced Hygiene Standards Went after Property Tax Evaders
Did not succumb to pressure. Did not take phone calls for 10 days. Went with the press everywhere
Moral Authority on People
Increased octroi collection Systematic Property Tax Assessment Computerized Accounting Profit centre approach 54% increase in revenue
Financial Capacity
Fixed the rate, rather than asking for the rate
6 month projects duration or asked Engineers for lengthy 6 page report to explain why not
Public Health Engineering
Dirty your hands, get practical Analyse the problem before attacking it Stick to plan, resist pressure to appease
Lessons
So where do the cows go ? Surat had many stray cows Each time the cows were rounded up and
left at the outskirts of the city they returned back after a few days
S R Rao decided to follow the cows to see what the cows do the whole day
And he found out……
They went from one garbage dump to another
The cows never came back
Changed the garbage collection process Now Garbage was collected from homes
and directly dumped outside the city Next he took the cows outside the city
Thanks
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