We were tasked to assess the market and value the opportunity space for our client Village Telco, a social enterprise start up whose mission is to enable affordable access to voice and data communications in challenging environments. Since their intended target audience was to be cyber cafes (internet cafes) and this industry is very much a grassroots mom-and-pop corner store and part of the informal economy, little information was available that was easily accessible.
We took inspiration for our qualitative approach and methodology from the field of human centered design, specifically design ethnography and then applied analytical tools for market analysis and business strategy outcomes. Our objectives were to inform Village Telco’s market entry strategy, including pricing and business model recommendations for their Mesh Potato device.
We were also permitted to share our insights openly on the blog, a factor that was much appreciated given that the focus of the study allowed us a wide ranging glimpse of how the internet, the mobile phone and communications technology was being adopted across significantly different parts of the country, allowing us a worm’s eye view of how innovation diffuses across socio-economic and cultural boundaries, in real time.