Deliver
Final Major Project 2020 | Ruchika Karnani
Business Model Canvas KEY PARTNERS
Government services and departments- Sanitation, Health and Hygiene, Women’s empowerment
SYSTEMIC ISSUE
- Shame and stigma around menstruation -Lack of interventions for women. There are a few for adolescents. -Not involving men and others in the conversation.
CUSTOMER RELATIONSHIPS SERVICE USER - Support Network
SERVICE ENABLER - Support from government - Network with other women
Doctors and nurses Friends and family of women Charitable organizations working in the field of menstrual health and hygiene
KEY RESOURCES
KNOWLEDGE AND EXPERTISE Doctors and professionals to make the training for ASHA more impactful Researchers and data to further develop experiential tools Designed and printed experiential tools and physical period tracker and Posters Experts that will take the feedback from ASHA and guide them to deliver the workshops TECHNICAL RESOURCES Primary schools Tablets for ASHA to log feedback digitally Monetary incentive for women who attend the workshop. KEY ACTIVITIES SERVICE USER
Onboarding - User finds out about the service from posters and word of mouth. Education- The user learn about menstrual health and hygiene management through experiential tools at the fortnightly workshops conducted by ASHA. Self-Awareness- Women track their periods and symptoms on the physical period tracker Treatment: If the women will notice something unusual, they will be guided to get medical attention
SERVICE ENABLER
Training - Enabler gets trained by experts Education- Enabler recruits community gatekeeper and conducts workshops every fortnight. Where she shows the women to use the experiential tools. Feedback and re-training: ASHA collects feedback digitally and reports to SURKHI where the data bases are updated. Guidance: In case women experience some unusual symptoms, ASHA will guide them to seek medical attention
PAIN POINTS OR NEEDS
- Women don’t know what is normal with regards to menstruation. - Women need to track their learnings and be more aware of their cycles and symptoms in order to make connections and detect menstrual health disorders (if there are any) in a timely manner. -Women do not know how to communicate about periods because of the shame and stigma attached to it
CHANNELS SERVICE USER
- Informal network of other women - Primary Healthcare Centers in slums
VALUE PROPOSITION SERVICE USER - SURKHI is a service that empowers women with tools and knowledge about their menstrual health. - Leveraging government, social networks non-government and to destigmatize Menstruation
SERVICE ENABLER - everage the existing network of ASHA workers to help women to manage and learn about their menstrual health.
IMPACT ON NON-HUMAN FACTORS POSITIVE NEGATIVE - Digitally logging feedback makes it - Waste generated from the tracker easier for people to analyze and and other paper tools assimilate whilst also saving paper.
COST STRUCTURE Hiring experts to train ASHA workers Creating and designing experiential tools Conducting the workshops - monetary incentive for women who attend Maintaining the databases
SERVICE ENABLER
- Primary Healthcare Centers - Auxiliary Midwife Nurse (ANM) - Government channels
CUSTOMER SEGMENTS SERVICE USER
Married women in the age group of 20-35 from under privileged backgrounds living in urban slums of India.
SERVICE ENABLER
Government Accredited Social Health Activists (ASHA) workers working in these slums.
IMPACT ON CUSTOMER SEGMENTS & PEOPLE NEGATIVE POSITIVE - Normalizing menstruation from - Misinterpretation of information as women and also their male friends it will be traveling through many and family actors. - Streamlining the activities of the government and non-government initiatives to enable better collaboration to increase the impact - Women are more aware of their bodies and can get care in a timely manner. REVENUE STREAMS
Tata Trusts: This project will run as a part of their (CSR) Initiative Government of India: Under the National Urban Health Mission
(Adapted Business Model Canvas, originally modified by Laura Duarte, LCC Student 2021)
72
