guiding booklet for masons – spsp-rural

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Guiding Book for Entrepreneur

Table of Contents

LIST OF ABBREVIATIONS ...................................................................................................................................... 7

SANITATION SITUATION IN PAKISTAN .................................................................................................................. 8

SPSP – RURAL & PATS INTEGRATED MODEL ................................................................................................... 9

WHO WILL USE THIS GUIDING BOOKLET? ......................................................................................................... 10

INTRODUCTION TO SANITATION ......................................................................................................................... 11

CLIMBING LADDER TOWARDS SANITATION LADDER ........................................................................................... 11

MARKETING ........................................................................................................................................................ 12

COMMERCIAL MARKETING ................................................................................................................................. 13

SOCIAL MARKETING ........................................................................................................................................... 13

SANITATION MARKETING ................................................................................................................................... 13

SANITATION ENTREPRENEUR ............................................................................................................................ 14

4-PS OF SANITATION MARKETING ...................................................................................................................... 14

Price Mechanisms ............................................................................................................................................ 14

Product Design ................................................................................................................................................. 15

Placement Dynamics ....................................................................................................................................... 15

Promotion Mix ................................................................................................................................................... 15

Benefits of Latrine ............................................................................................................................................ 16

THE LATRINE SOLUTION HAS THREE IMPORTANT COMPONENTS ....................................................................... 16

ON GROUND STRUCTURE ................................................................................................................................. 16

SUB STRUCTURE ............................................................................................................................................... 17

BRANDING .......................................................................................................................................................... 17

ENTREPRENEURSHIP .................................................................................................................................... 17

SANITARY ENTREPRENEUR ............................................................................................................................... 18

TERMS OF REFERENCE OF SANITARY ENTREPRENEUR (SUGGESTED) ............................................................ 18

NECESSARY SKILLS FOR A SANITARY ENTREPRENEURS .................................................................................. 19

RECORD KEEPING .............................................................................................................................................. 20

LINKAGES DEVELOPMENT .................................................................................................................................. 20

SUPPORT MECHANISMS FOR MARKETING THE BUSINESS .................................................................................. 21

Voucher System ............................................................................................................................................... 21

Loan recovery ................................................................................................................................................... 22

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Guiding Booklet for Entrepreneur

TRAINING AGENDA OF ENTREPRENEUR .................................................................................................. 24

REGISTRATION SHEET ........................................................................................................................................ 27

THE SELECTION CRITERION ............................................................................................................................... 28

TERMS OF REFERENCE OF SANITARY ENTREPRENEUR ................................................................................... 29

RECORD KEEPING FORMAT ............................................................................................................................... 30

ASSESSMENT FOR ENTREPRENEUR .................................................................................................................. 31

PRE/POST-TEST FOR THE TRAINEES ENTREPRENEUR ..................................................................................... 33

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List of Abbreviations

BCC Behaviour Change Communication

CAP Community Action Plan

CBO Community Based Organization

CLTS Community-Led Total Sanitation

CRP Community Resource Person

CSO Civil Society Organization

EDO–E Executive District Officer - Education

EDO–H Executive District Officer – Health

EV Extreme Vulnerable

FGD Focus Group Discussion

GoP Government of Pakistan

HH Household

HW Hand Washing

IEC Information Education Communication

IP Implementing Partner

KAP Knowledge Attitude and Practice

KI Key Informant

LG&RD Local Government & Rural Development

LHW Leady Health Worker

LSO Local Support Organization

M&E Monitoring & Evaluation

MDG Million Development Goal

MTR Mid-Term Review/Evaluation

NFR Note For Record

NGO Non-Government Organization

NOC No Objection Certificate

ODF Open Defecation Free

PATS Pakistan Approach to Total Sanitation

PHED Public Health Engineering Department

PRA Participatory Rural Appraisal

PTA Parents Teachers Association

RSPN Rural Support Programmes Network

RuSFAD Rural Sanitation for Flood Affected Districts

SLTS School-Led Total Sanitation

SMC School Management Committee/Council

SO Social Organizer

SPSP Sanitation Programme at Scale in Pakistan

TORs Terms of References

TOT Training of Trainers

UNICEF United Nations International Children's Emergency Fund

WASH Water Sanitation and Hygiene

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92% of the population has access to water

48% of the population has access to sanitation but details show that this access is inequitable

among the urban and rural population as only 34% of the rural population has access to

sanitation in comparison to 72% urban population.

Poor sanitation is one of the contributors of poverty and in Pakistan 22.3% 0f the population is

living below the poverty line and here again there is inequality in urban and rural population.

Poor sanitation coverage has increased the rate of malnutrition, mortality of under five

children, and poor sanitation in high risk polio districts is alarming as the affected cases may

rapidly effects a large population is poor sanitary conditions

Sanitation Situation in Pakistan

In Pakistan, diarrhoea is the leading cause of mortality for children under 5 (PDHS 2007-8) where

116,013 children under the age of 5 die due to diarrhoea each year, translating into the loss of life of 13

Pakistani children per hour (PDHS 2007-8). Children also suffer disproportionately from sickness due to

diarrheal disease with almost 25 million cases (PSLM 2006-7) reported annually. Major reasons for

diarrhoea are a lack of access to clean drinking water, poor hygiene status and, poor sanitation. The

already dismal situation of sanitation in Pakistan was further deteriorated by the devastating floods of

2010 which affected more than 20 million people across the country.

Pakistan is also lagging behind in achieving Millennium Development Goals (MDG) for Sanitation. The

UNICEF and WHO’s Joint Monitoring Program estimated (JMP 2012 update report) that sanitation

facilities are available only to 48% ( 72 % Urban, 34% Rural) but this number is still with huge disparities

that exist between rural and urban areas of the total population. In rural areas an estimated 34% of the

total rural population defecates in the open while only 26% has unimproved sanitation and only 6%

share sanitation facilities. An estimated 40 million people in Pakistan still practice open defecation which

therefore indicates a huge scope for providing improved sanitation facilities to the people in need.

The Pakistan National Sanitation Policy 2006 also focuses on creating an open defecation free (ODF)

environment using various total sanitation models. Based on lessons learned from the total sanitation

model previously implemented in Pakistan and keeping in view the socio economic, political, cultural and

rapid climate changes and frequent occurrence of disaster, a Pakistan Approach to Total Sanitation

(PATS) was introduced by the Ministry of Environment in 2011. As an integrated sanitation model, PATS

provides greater flexibility in programming and an opportunity to attain the Millennium Development

Goals (MDGs).

The Pakistan Approach to Total Sanitation (PATS) is achieving and sustaining an open defecation free

environment both in rural and urban context with clear emphasis towards behaviour change and social

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mobilization enhancing the demand side of sanitation. The approach also endorses the use of a number

of branded total sanitation models, having a key role of communities, which include:

Community Led Total Sanitation

School Led Total Sanitation

Component Sharing

Sanitation Marketing

Disaster Response

SPSP – Rural & PATS integrated model

Based on experiences from RUSFAD, another program Sanitation Program at Scale in Pakistan (SPSP)

–Rural was initiated in 2012 in areas that were flood affected, had a high risk of Polio, and were

insecure. This program is being implemented in 14 districts of Pakistan through different implementing

partners. Under the Sanitation Program at Scale in Pakistan (SPSP) - Rural six (6) pillars of integrated

total sanitation model were introduced i, e. (1) linkages development with duty bearers, 2)sanitation

demand creation for ODF communities, 3) sustaining demand through supply side interventions, 4)

participatory health and hygiene promotion, 5) attaining 100% adequate drainage and waste water

treatment and 6) knowledge management. The integrated model is further illustrated through following

diagram:

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Who will use this Guiding Booklet?

This guiding booklet responds to the demand for sanitation and how this demand can be sustained by

supply side interventions through promoting local sanitation entrepreneurship and establishment of

sanitation marts. This booklet will also facilitate the entrepreneurs in establishing his/her business and

guide entrepreneur for developing relationship and linkages with the stakeholders i,e. SO, CRP, factory

owners/manufactures and masons.

This guiding booklet can also be used by the person who is providing training on sanitation marketing

and entrepreneurship.

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DISPLAY SLIDE FOR SANITATION AND COMPONENTS

What is Sanitation?

Sanitation: The processes whereby people demand, effect, and sustain a

hygienic and healthy environment for themselves by erecting barriers to

prevent the transmission of water and sanitation related diseases.

[Safe disposal of both liquid and dry waste is regarded sanitation,

technical definition]

It refers to the combination of hardware and software components that

are necessary to produce a healthy environment and to develop or

support safe hygiene behaviours.

Examples of Hard components: 1. Hand pump, 2.Tap connection, 3. Rain

water tank, 1. Construction of Latrine, 2. Water container for hand

washing.

Examples of Soft Components: 1. Hygiene behavioural change, and

Activist training

Introduction to Sanitation

Sanitation: The processes whereby

people demand, effect, and sustain a

hygienic and healthy environment for

themselves by erecting barriers to

prevent the transmission of water and

sanitation related diseases.

Climbing ladder towards

sanitation Ladder

The sanitation ladder is one of the important concepts for the planners, implementer’s and the communities in which sanitation programs is implemented. It focuses that once a step on sanitation ladder is achieved at the community level or individual level the one always try to sustain the achievement or move up on the ladder.

1. If no resource or facility is available then the faecal matter can be covered with mud. In order to take the first step on to the “Sanitation Ladder” behavior change is critical.

2. In areas where successful social mobilization

has triggered behavior change, the next issue

is technology options to contain and confine

human excreta. The most convenient and

cheapest option available is pit latrine.

3. Once the community is sensitized and trained

for fixed point defecation, they can be

explained the option of ventilated improved

soakage pit latrine.

The next step of improved sanitation is pour

flush twin soakage latrine.

4. The best and most highly recommended

standard of sanitation for a community is

septic tank with soakage pit OR sewer line.

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Marketing

Marketing is defined as “the science and art of exploring, creating, and delivering value to satisfy the

needs of a target market at a profit.” The Marketing process starts with identification of a need or desire,

followed by quantifying the size of the identified market, and culminates in designing and promoting the

most suitable product or service while ensuring customer loyalty. In short, commercial marketing refers

to identifying a need and fulfilling it profitably. Marketing performs these functions through the use of the

marketing mix, a marketing tool that considers the Product, Price, Placement and Promotion to create a

holistic offer.

Despite taking the concept of marketing from Commercial Marketing, the discipline of Social Marketing

stands apart due to its focus on creating or influencing social behaviours that are of benefit to the

audience and society rather than for profit. Born in the 1970s, social marketing refers to the design and

implementation of programs that can bring positive social dividends by utilizing concepts from

commercial marketing. Where the commercial marketing rests on the 4 Ps, social marketing adds a few

more P’s to the equation- The Public, Partnerships, Policy and Purse Strings (i.e. the funding capacity of

donors). Among the many colors of Social Marketing, Sanitation Marketing is arguably one of the most

prominent fields. Sanitation Marketing works on both ends of the market; it creates demand of the latrine

product by sensitizing community about the demerits of Open Defecation, whereas it works to bring easy

latrine solutions to the community by intervening in the supply side.

It is the process of communicating the value of a product or service to customer for the purpose of

selling that product or service.

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It is significant to understand that concept of marketing revolves around marketing research, knowledge

of target market, knowing the competitors, developing the action plan for the promotion, setting the price

and position of the product, branding the product and the budget.

Commercial Marketing

Marketing in its true sense is the commercial marketing where as the social marketing is the

transformation of the idea of commercial marketing. The idea of commercial marketing is to sell the

goods, services and facilities to the eligible customers through marketing techniques. The commercial

marketing is based on the 4-Ps of sanitation which are discussed in the latter section of this guides.

Social Marketing

Based on the ideas of commercial marketing the spirit is to sell the goods, services and facilities which

belongs to social welfare and collective benefits of the communities. It’s like selling the ideas of health

behaviours and practices.

The social marketing can be defined as a promotional business idea to increase the awareness about a

social welfare campaign. The social marketing works on the basic principles of commercial marketing to

achieve the social benefits like use of safe sanitary latrine solutions to improve the health of community.

The social marketing works on the themes of behaviour change, hence it is of significance to understand

about the behaviours that are required to change. The drivers for social marketing will be drawn from the

various tools which will help the program in developing the behaviour change campaign.

1. Social Mapping

2. Problem Tree

3. Market Analysis

4. Enabling Environment

Sanitation Marketing

Sanitation marketing is an approach which utilizes the social and commercial marketing approaches to

scale up the supply and demand to contribute in improving the sanitation services and products.

Sanitation marketing adopts the successful marketing strategies which are based on the facts of real

time market research. The logical models use most appropriate skills and knowledge to determine the

requirements of the customers and hence, use the resources efficiently to generate the profits in

exchange process.

The core concept of sanitation marketing is to sell the sanitation products and services to the customers,

generating profits and eventually expanding the sanitation coverage. It covers the demand and supply

interventions, development and execution of Behaviour Change Communication (BCC) campaigns, and

monitoring and evaluation of sanitation marketing interventions services, the transformation of supply

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The factors that affect

the price of a product

1-Supply Chain 2-Demand of the product 3-Cost of the Product

Price

List Price

Discounts

Allowances

Credits

Payment Period

side actors, and the involvement of government sector in policing, the participation of micro finance

institutions, the connection of corporate sector and the sales follow up mechanisms.

Sanitation Entrepreneur

A sanitation entrepreneur is the key driving force in the field of Sanitation Marketing. His entrepreneurial

spirit does not let him leave the issue of sanitation to the government or the business sector and he rises

to the occasion with a zest for innovation. A sanitation entrepreneur is determined to play the role of

change agent for his society; he seizes opportunities in the sanitation business that others miss, seeks

to alter behaviour that others take for granted, and innovates solutions when the rest follow norms.

Demand Creation: As in Pakistan the access to sanitation is limited and only 48% of the population has

access to sanitation. This shows that there is a great demand of sanitary products and services which

can be created through successful campaigning. This requires the use of media, mass media

campaigns, street theatres, sanitation melas, and events in school with the school children. Once the

successful campaigning is done the effort may result in change of behaviours and priorities of the

community for sanitation products and services. One must understand that the demand creation is not

limited to successful campaigning as the demand creation can be done by providing enabling

environment like providing certain privileges to the household who practice safe sanitation or initiation of

development work on priority in the villages who are declared ODF.

Supply: Once the demand of certain product or service is generated it is significant to work

simultaneously on the supply side of the product. The profit margins can be increased by working on the

supply chain and price of the product can also be reduced.

4-Ps of sanitation marketing

Price Mechanisms

For a sanitary entrepreneur it is important to understand that the price of a

product is very important for the supplier as it may increase or decrease

the demand of the product and may disturb the profit margins. The price of

the products is dependent on the supply chain and as the number of end users increases, the price of

the product also increases. The routine supply chain for a sanitary product may be

In this traditional approach at each level the profit margins are added

and secondly the transportation of the material further adds up in the

price. The transportation at each level of sanitary marts also affects the

price of a product; one must consider that the cost of transport may be

different in different geographical areas.

Manufacturer of Sanitation Product

Sole Distributor of Sanitary Product

Distrcit Sanitary Mart Owner

Rural Sanitatry Mart

End User

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Factors that increase the acceptability of latrine model

Quality

Durability

Price

Product variety: Color, Design, Sizes

Culturally acceptability

Accessibility /Availability

Services

Warranty

Return

Brand name packaging

Latrine Solution

Bricks

Sand

Crush stones

Cement

Pipes

Latrine pan

Labor

Transportation

Masonry tools (Mixing

plate etc )

Place

Channels

Coverage

Transportation

Location

Inventory (Catalog)

Transport

Assortment (Range)

Promotional Tools

Sanitation campaign

Involving the Mason Using CRPs as a sales person

Effective Wall Chalking

Face to face marketing

Village Gathering

Discount Deals

CRP session Sales Motivation

Advertisement at local Cable networks and FM Radio

Product Design

Product design is one of the important aspects in sanitation marketing

that needs an understanding; as none of the sanitary mart owner or

manufacturer offers a complete latrine product which includes several

options that can be installed by a technical person. Hence latrine

technology and latrine product are neither similar concepts and nor

can be interchangeably used in communication. There is a great

difference between the two concepts. A latrine technology consists of

various components that may or may not be procured from a single

vendor. This can be called a latrine solution. So a complete latrine

solution may have multiple components.

There are certain important factors that definitely affect the acceptance

of certain latrine models and will increase the demand of a product.

Placement Dynamics

The shop location is important in any business. Although it is well understood by the entrepreneur but not well practiced among the sanitary business owners. The marketing strategy has emphasized on the placement dynamics as it is a significant tool for business success. Right place at the right time can lead to increased profitability. The general principles involved in placement dynamics are mentioned here in the form of check list which can be practiced by sanitation mart owners.

Is it a busy place, how many people daily use the way like,

vehicles, and passerby?

Are there other competitors in the near vicinity?

Visibility of Shop

General Surrounding

Access to utilities

Easy to access by the customer

Transport facility

Security Situation

Direction of growth of area

Distance from mosque, school, and playground To decide about the placement of business, the mentioned points must

be evaluated for their positive and negative impacts in a given setting.

Promotion Mix

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Important Considerations for

super structure

Air circulation

• Easy to access at night • It avoids possible visibility from

outside • Recommended to use local

materials

• Hand washing facility is provided

Important Consideration for on ground

Structure

• There is a lid on the hole to prevent

its exposure to insects and other

vectors

• The slab is constructed by paying

attention the user’s safety (not

slippery, collapsing and slipping into

the pit, etc)

• It prevents possible unpleasant odor

from excrement in the pit

• Easy to maintain

• Preferable to use local materials

• Ventilation system

• Permanent structure with a manhole

Promotion is an important aspect of marketing. In a lay man language this can be called as the promotion of certain product or service to increase its demand .The Promotion requires appropriate tools to create awareness and spread of message to the expected audience. For promotion following must be given due consideration

• Durability of promotional messages

• Message must be short and clear

• Visual acceptability

• Cultural Context

• Aspect of entertainment Some of the important means for promotion are given as a guide.

Benefits of Latrine

Dignity and privacy

Clean environment

Improved sanitation and hygiene

Safety

Saves time and money, and produces compost and biogas for energy

Breaks the transmission cycle of sanitation related diseases.

The latrine solution has three important components

1. Superstructure -Above-ground part

This part is consisting of roof, wall, small window for ventilation

and door. Each part of superstructure is constructed to provide

safety, security and acceptance of design in community.

Roof gives privacy and protection to the user from the sun,

wind, and rain.

Frame is used to support the roof and walls. It can be

made of bamboo, wood, etc.

Walls are part of the superstructure. They give privacy

and protection to the user. They can be made of

bricks, bamboo, weather proof sheets.

On Ground Structure

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Important Consideration in Sub

Structure

• Groundwater table

• Type of soil

• Structure type, distance and

slope from a water source

(preferably above 10m)

• Availability of Land

• Preferable to use local material

Advertising: It is the strategy by which

you can aware your expected clients

about the service or a product.

Advertising is part of marketing plan.

Branding: Brand is the trust that is

adhered to a certain product or service.

Brands have many characteristics

which are advertised to convince the

customers and tag the service or a

product with the characteristic.

Marketing: Marketing is a bigger

concepts or umbrella under which the

activities of branding and advertising

are conducted.

This is the slab which is used to cover the pit and provides the foot rest for the user. This can be made

from any material which provides the strength to avoid breakage while in use, easy to clean. One can

use bamboo with clay for this purpose. Concrete slabs are also in use. Depending upon the type of

latrine additional water jar in case of VIP, Pour flush latrines whereas the ash or mud jars are part of

ground structure in dry pit latrine. The dry pit latrines have an additional lid to cover the pit after use.

Sub Structure

A pit is an underground hole that can be square, round or

rectangular, but a round pit is the strongest. Maximum depth

depends on the soil conditions and ground water levels. In

unstable soils, the pit may have to be fully or partly lined with

woven bamboo, bricks, concrete rings, etc.

Branding

For Successful business branding is one the important steps.

It is the name, sign, symbol, design or combination of these that

is intended to identify the goods and services of one seller or

group of sellers and to differentiate them from those of other

sellers. The brands tend to create the sense of realization that

the certain brand is the only solution to their problem. The

successful brand will be:

• Delivers the message clearly

• Confirms credibility

• Connects with target prospects emotionally

• Motivates the buyer

• Achieve user Loyalty

Entrepreneurship

It is the set of abilities that are needed to improve what we have and the struggle to create new goods

and services based on available resources. The entrepreneurship welcomes innovative ideas, thoughts

to create or refine the existing products in terms of design, access, availability, cost, efficiency efficacy

and sustainability.

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Entrepreneurship is identifying and starting a business venture, sourcing and organizing the resources

required and taking both risks and rewards associated with it.

Sanitary Entrepreneur

The sanitary entrepreneur is a person who is deeply interested in the selling of sanitary products and

services, which means that there has to be a belief in the product by the entrepreneur. The person must

be a risk taker and is able to generate seed funding for his/her business venture through angel investors

(friends and family). A sanitary entrepreneur will utilize these abilities to sell the sanitary products and

services.

The selection criterion for the entrepreneur is suggested to be as follow:

S No Criteria Yes No

1 The person should be a local resident and ideally has a running business

2 The person is willing to invest in sanitation business

3 The person is willing to further explore the sanitation business opportunities

Terms of Reference of Sanitary Entrepreneur (suggested)

As the sanitary entrepreneur will be part of sanitation marketing program hence his selection and terms

of reference will be pre-defined. The TOR of entrepreneurs mentioned in this guide book is flexible and

can be changed as per the need and requirements of the program.

He /she will be available and willing to attend /participate in all the trainings being scheduled during the program implementation.

The entrepreneur will develop linkages with internal and external stake holders of the project.

The entrepreneur will develop linkages with the factory owners to provide the community various latrine products at a reduced price

The entrepreneur will keep the record of the sales and supplies and will share the same for the audit purposes

The entrepreneur will welcome the microfinance and micro credit schemes introduced by the partner

He /She will be part of awareness raising campaigns in the area

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Necessary skills for a Sanitary Entrepreneurs

As a successful entrepreneur, will have to work closely with people – this is where it is critical to be able to build great relationships with team, customers, suppliers, shareholders, investors,

Risk Tolerance: He is able to take risks, and make right decisions when facts are uncertain?

Resiliency. The ability to weather the ups and downs of any business since it never goes exactly the way the business plan described it. This skill enables the entrepreneur to keep going when the outlook is bleak.

.Focus. After setting a long term vision, knowing how to “focus” on the very next step to get closer to the ultimate goal. There are so many distracting forces when trying to build a business that this skill is not easy to master.

Invest for the long-term. Most entrepreneurs are not patient and focus only on what comes next, rather than where the company needs to go. Overnight success may take 7 to 10 years. Entrepreneurs need to stop, pause and plan on a quarterly basis.

Find and manage people. Only by learning to leverage employees, vendors and other resources will an entrepreneur build a scalable company. They need to learn to network to meet the right people. Entrepreneurs strive to guarantee they will get honest and timely feedback from all these sources.

Sell. Every entrepreneur is a sales person whether they want to be or not. They are either selling their ideas, products or services to customers, investors or employees. They work to be there when customers are ready to buy. Alternately, they know how to let go and move on when they are not.

Learn. Successful entrepreneurs realize they don’t know everything and the market is constantly changing. They stay up to date on new systems, technology, and industry trends.

Self-reflection. Allow downtime to reflect on the past and plan for the future. Always working only leads to burnout physically and emotionally.

Self-reliance: While there is a lot of help for the entrepreneur, in the end, they need to be resourceful enough to depend on themselves.

Leadership and Motivation: As a successful entrepreneur, one has to depend on others to get beyond a very early stage in your business

Communication Skills: Are you competent with all types of communication? You need to be able to communicate well to sell your vision of the future to investors, potential clients, team members, and more.

Listening: Do you hear what others are telling you? Your ability to listen can make or break you as an entrepreneur. Make sure that you're skilled at active listening and empathetic listening.

Personal Relations: Are you emotionally intelligent? The higher your EI, the easier it will be for you to work with others. The good news is that you can improve your emotional intelligence!

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Negotiation: Are you a good negotiator? Not only do you need to negotiate keen prices, you also need to be able to resolve differences between people in a positive, mutually beneficial way.

Ethics: Do you deal with people based on respect, integrity, fairness, and truthfulness? Can you

lead ethically? You'll find it hard to build a happy, committed team if you deal with people – staff,

customers or suppliers – in a shabby way.

Record Keeping

Various record keeping formats are available with sanitary mart owners but it is important to understand what simple record keeping is and why it is important. Record keeping is to keep a track of the business paper work. Record keeping if followed properly will help the entrepreneur to monitor their own sale record. The record keeping will help the entrepreneur to develop monitoring tools of the business and will provide information for important business decisions.

Purpose of Record Keeping is:

• To understand the money coming and going out (Cash Flow) of the business.

• To make important decision about the business.

• To gauge the market trends.

• To monitor the work and finances.

Linkages development

The sanitary entrepreneur has to rely on the stakeholders for developing successful sanitation marketing strategy hence it is important that sanitary entrepreneur know about the stake holders who are directly linked with sanitation program and can be one of the important link in awareness raising and part of sanitation campaigns; A few of them are

SO

CRP

VSC

Sanitary Marts/Local Manufacturers

Masons

The role of external stake holders can be variable and they may not be directly part of sanitation

program activities. One must know that external stakeholders can be;

District level marts

Factories supply sanitation products and services

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Voucher System:

A lending organization and entrepreneur will sign MOU that the lending organization will procure all the latrine material and hand over to the entrepreneur. Entrepreneur will link the people who want to construct the latrine in their house with the lending organization. The lending organization will give 4-5 vouchers to a person catering an equal amount on the term and conditions that buyer will have the amount of first voucher to the lending organization at the time of taking over all 4-5 vouchers. After receiving all the vouchers, the person will visit entrepreneur shop and collect all the material. The remaining cost of the voucher will be paid by the person to the lending organization

Micro financing institutes

Individual providing transportation

Masons

Support mechanisms for marketing the business

Sanitation marketing is a new field in Pakistan, whereas the challenges it has to deal are huge. To cope

up with situation and creating an enabling environment for behaviour change; it is of extreme importance

to help the financial support to end user with multiple mechanisms. Some of the options can be:

Voucher System

Merits

i. Once the system is functional the organization may facilitate the poorest of the poor.

De-Merits

i. Granter is required, which may not be available. ii. A lending organization is required

Merits

Direct entrepreneur will be involved in lending the money. Demerits

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The lending of the material will depend on the entrepreneur and the granter availability may be difficult

Loan recovery

Merits

i. Only lending organization is involved in lending the material, entrepreneur will be paid directly through the lending organization.

ii. Lending organization will work out to find the modalities by which the lender of the loan will pay back the money to the lending organization.

Demerits

i. The lending organization has to go through detailed action planning before the material is provided.

ii. May be more time taking.

Credit System:

The entrepreneur will sign a term of reference with the client which assures that in certain time period the client will pay back the material cost, that cost can be paid in one go or in several instalments. One of the communities notable will sign those agreements as a granter. On such terms and condition the entrepreneur will lend the latrine material to the household for the construction of the latrine.

Loan Recovery

Loan Recovery

The lending organizations will recover the loan. Initially a selected number of the households through criteria will be given the loan to construct the latrine. The loan will be in the form of latrine material. The lending organization will recover the money in small instalments.

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AGENDA Day 1

The day 1 session will start from 0845 and will end at1330

Registration of Participants 15 min

Recitation from the Holy Quran 5 min

Introduction of Participants 25 min

Norms or expectations of Participants 30 min

Objectives of Training 30 min

Introduction of Sanitation 30 min

Sanitation Issues 30 min

Type of Latrine 45 min

Day 1 –Two Way Feed Back 30 min

AGENDA Day 2

The Day 2 sessions will start from 0845 and will end at 1330

Recitation from the Holy Quran 5 min

Review of day-one 25 min

Low Cost Sanitation Options 30 min

Sanitation Marketing-4Ps of Marketing 45 min

Linkage development with SO, CRP, VSC, Mason Proper maintenance of record 30min

Lost Cost Latrine Construction Options 30 min

Support mechanisms for Enhancing Sanitation marketing 60 min

End of sessions

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Training Agenda of entrepreneur

Day 1

Time Session Contents and expected outcomes Methodology Responsibl

e person

0845-0900 Registration of

Participants

The participants will register themselves on given registration form Registration form

0900-0905 Recitation of Holy

Quran

One of the participant will recite verses from Holy Quran Volunteer

0905-0930 Introduction of

Participants

The participants will be asked to shuffle and then each participant

will chose the person on his immediate next as his or her partner

and will take brief interview of each other and then participants will

be asked to introduce each other. It will be appreciated if the

participants come up with most innovative and interesting way of

introducing the partner

Pair introduction

0930-1000 Norms and

expectation of the

participants

The participants will be asked to set the class room rules. One of

the participants will be asked to volunteer so that he/she can enlist

the rules and norms for the class. Guide the participants to be

specific in finalizing the rules. The facilitator will only facilitate the

group to build their confidence and ownership

Ice breaking

1000-1030 Objective of the

training

The facilitator will display the objectives on a slide and will explain

each objective to clarify what the facilitator intends to facilitate in a

two day training session

Presentation

1030-1045 Tea Break

1045-1115 Introduction of

sanitation

The participants will be briefed with regards to following topics: Presentation

25



e person

What is sanitation

Importance of sanitation and role of private sector

Discussion

Group work

1115-1215 Sanitation Issues The participants will be divided into groups and will b assigned the

task to identify the sanitation issues on the local level

Group Work

Presentation

1215-1300 Type of latrines The participation will share their ideas and existing knowledge with

regards to types of latrine construction

Brainstorming

1300-1330 Two way Feedback

of the day

The participants will share their modes for the day Participatory

1330 Lunch & Prayer

Day 2

0900-0905 Recitation of Holy

Quran

One of the participant will recite verses from Holy Quran Participants

0905-0930 Review of day one The participants will be asked to share their previous day review. It

will be appropriate if the facilitator involve every participant in group

discussion.

Participatory

0930-1000 Low cost sanitation

options

The participants will be given overview with regards to different

designs of low cost latrines construction

Presentation

1000-1015 Tea break

1015-1100 Sanitation marketing The understanding of the participants will be developed on the

difference between marketing and sale along with importance and

Presentation

26



e person

-

4Ps of marketing

implementation of 4 Ps of Marketing i.e. Product, Place, Price,

Promotion along with product placement

1100-1130 Linkages

development with

SO, CRP, VSC,

Mason

Proper maintenance

of record

The participants will be briefed about establishing and maintaining

active working association between SO, CRP, VSC and Mason

Presentation

1130-1200 Lost cost latrine

construction options

The participants will be divided into groups and will be asked to

design the low cost latrine and material used in it

Group Work

Presentation

1230-1330 Support mechanism

for enhancing

sanitation marketing

The participants will be briefed about the following:

Voucher System

Loan Recovery

Credit Facility ( Merits and de-merits)

Presentation and

discussions

1330 Lunch & Prayer

27


Registration sheet

Entrepreneur Data Base

S. No

Name

Gender Age

District UC Address Contact

Education Experience (business)

M F

18 to 22

23 to 28

29 to 34 35 + Primary Middle Matric

FA

BA

MA > = 5

6 to 10

11 to 15

28


The selection criterion for the entrepreneur is suggested to be as follow

S No Criteria Yes No

1 The person should be a local resident and ideally has a running business

2 The person is willing to invest in sanitation business

3 The person is willing to further explore the sanitation business

29


Terms of Reference of Sanitary Entrepreneur

As the sanitary entrepreneur will be part of sanitation marketing programme, hence his selection

and terms of reference will be pre-defined. The ToRs of entrepreneurs is mentioned in this

guide book is flexible and can be changed as per the need and requirements of the program.

He /she will be available and willing to attend /participate in all the trainings being scheduled during the program implementation;

The entrepreneur will develop linkages with internal and external stake holders of the project;

The entrepreneur will develop linkages with the factory owners;

The entrepreneur will keep the record of the sales and supplies and will share the same for the audit purposes;

The entrepreneur will welcome the microfinance and micro credit schemes introduced by the partner (if any) and

He /She will be part of awareness raising campaigns in the area will develop

linkages with the factory owners to provide the community with latrine products at

a reasonable price.

30


Record Keeping Format

31


Assessment for Entrepreneur

Name of the entrepreneur: ----------------------- Age: ------------------ education: ------------------------------

Village: __________________ UC_____________ Tehsil: ____________

Distt._______________________

CNIC Number ___________________________ Account Number_____________

Bank_______________

Marital status: --------------------------- No of the children: --------------- Family status-------------------------

Total member of the family: -------------------------- profession: -----------------------------------------------------

Monthly earning: ----------------------------------------------------------------------------------------------------------------

Knowledge and Skills:

a) Business set up/ shop i) yes _____ ii) No _______. If yes specify________________

b) Marketing skills: i) yes______ ii)No ________ if

yes then rank i) Average ii) good ii) very good

c) Interest in Sanitation Marketing: i) Yes ______________ ii) No _______________

d) Awareness about Sanitation and hygiene: i)yes_________ ii) No____________

e) Willingness to work for the promotion of sanitation and hygiene: i) Yes ____ ii) No______

Linkages:

a) Linkages with Community: i) Yes ____________ ii) No ____________________

b) Linkages with Masson: i) yes ___ ii) No____________, if yes then give number______

c) Linkages with Union Council / TMA: i) Yes _______________ ii) No ___________

d) Linkages with village level social worker: i) Yes __________ ii) No_______________

32


Scope of sanitation business/ entrepreneurship:

a) Scope and potential of sanitation business: i) weak ____ ii) Average _____iii)Good___

b) List of sanitation material needed for sanitation business promotion:

_____________________________________________________________________________

_____________________________________________________________________________

__________________

c) Recommendation/ Remarks of Village Sanitation committee:

_____________________________________________________________________________

_____________________________________________________________________________

__________________

d) Remarks of Social Organizer:

_____________________________________________________________________________

_____________________________________________________________________________

__________________

e) District Project Manager Sign Project Manger Sign:

33


Pre/Post-test for the trainees Entrepreneur

Date _____________ Venue_______________

Name of the trainee Designation

Organization District

Trainer’s Name

A. Please write true/false against statements given below:

S#

Statement

True

False

1.

Currently in Pakistan, 52 % of population does not have access to sanitation facility and they can be eligible clients of sanitation services and products

2. Sanitation Marketing is not part of PATS approach

3. Entrepreneur and School children can play very active role in demand creation

4. Marketing and advertising the business is one and the same thing

5. Social Marketing is to sell the ideas, products and services and messages of social welfare

6. Problem tree analysis helps to find solutions by mapping out the causes and effect around an issue

7. Record keeping is used to keep the paper record of all the products given on credit to the customer so the entrepreneur is not providing credit services then it may not be necessary to keep the record of sales

8. “ODF” status of a community means that “community is protected against natural disasters”

9. Multiple actors in supply chain can reduce the price of the product for end user

10. Sanitation Marketing is a concepts about establishing vegetable Market in the village

11. The minimum cost for construction of a latrine is 35 thousands rupees

12. Successful Promotion of a product can only be done through radio and TV.

13. “Demand Creation” is one of the components of BCC campaign

14. Different variety of latrine products will reduce the sales as the customer will not be able to choose the right product

Signature by Trainee: _________________________


Rural Support Programmes Network (RSPN)

House No.07, Street 49, F-6/4 Islamabad, Pakistan

Tel: 00-92-51-2829141, 2829556,

2822476, 2826792, 2821736

Fax: 00-92-51-2829115

Email: [email protected]

Web: www.rspn.org

guiding booklet for masons – spsp-rural

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