CASE 1: ENVIROFIT India
Sandra Romero Ruiz May 27th, 2014 -‐ Phnom Penh
Methodology Used • Development of quesAonnaires (Value Chain Analysis) ✓ • Individual interviews (program managers, business units of the value chain) ✓ • Visits to the field ✓ • Focus group discussions ✗ • Desk review ✓ • Preliminary findings presentaAon ✗
INTERVIEWS & FIELD VISITS Where?
ENVIROFIT India main office in Pune, and Partners in Tamil Nadu state
When?
Third week of April 2014
What kind of interviewees?
Program managers, field staff, partners (MFIs & NGOs), users
INTRODUCTION & HISTORY India
What is ENVIROFIT India?
A social enterprise established in 2008 as a subsidiary of ENVIROFIT InternaAonal.
STUDY FINDINGS 1. OrganizaAonal CharacterisAcs 2. Business Strategies Employed a) ENVIROFIT India Value Chain 3. Financial Model 4. Market access and trends 5. Channel Strategy
ORGANIZATIONAL CHARACTERISTICS • Type of organizaCon: Social enterprise established in 2008 • Aims to develop and distribute clean technology soluAons that improve health, livelihoods, and the environment while enhancing energy efficiency across Asia. • Design is done in collaboraAon with engineers at Colorado State University, the Clean Cook Stove was tested in their labs and in the field to ensure that it reduced emissions.
ORGANIZATIONAL CHARACTERISTICS OWNERSHIP OF THE MEMBERS – Business Units • ENVIROFIT India outsources all services of the value chain from different partners. All partners are legally registered businesses or organizaAons, and ENVIROFIT India signs MoUs billaterally with all of them. • They are specialized in their field of work (manufacturing, logisAcs, Microfinance, Savings Groups, etc.)
ORGANIZATIONAL CHARACTERISTICS
WHERE THEY WORK -‐ Andhra Pradesh -‐ Assam -‐ Bihar -‐ Gujarat -‐ Karnataka -‐ Kerala -‐ Maharashtra -‐ Manipur -‐ Orissa -‐ Rajasthan -‐ Tamil Nadu -‐ Uear Pradesh -‐ Uearakhand -‐ West Bengal
ORGANIZATIONAL CHARACTERISTICS International
India
• • • •
Reliable organizations Market intelligence Embedded services Finance Facilities
End users
C MFIs NGOs S R
BUSINESS STRATEGIES EMPLOYED ENVIROFIT India Value Chain Inputs
Production
Distribution & Commercialization
PRODUCTION FLOW FINANCIAL FLOW INFORMATION FLOW
End User
BUSINESS STRATEGIES EMPLOYED End Users
Distributo r (x1)
MFIs (Fullerton)
Industrial Producer (x1)
NGOs CooperaA CSR ves (IVDP)
VALUE CHAIN
ENVIROFIT formalizes agreements with all business units of the V.C • Copyright • Centralized VALUE CHAIN (1 industrial manufacturer & 1 distributor)High quality control • 400,000 ICSs sold from January 2008 to April 2014 • Channel strategy: solid partnerships with reputable NGOs, MFIs and Private Sector (CSR), retailers, cooperaAves of producers
BUSINESS STRATEGIES EMPLOYED End Users
Distributor (x1)
VALUE CHAIN
Independent RETAILERS
Industrial Producer (x1)
PROSPECTIONS FOR THE FUTURE : • ENVIROFIT INDIA has tested numerous forms of channeling their product • Internet Based sales (Amazon) • Working with retailers has been one of them, it is not currently the main channel, but it will be strengthen once the business model is mature
FINANCIAL MODEL ACCESS TO FINANCIAL CAPITAL • Carbon finance – Carbon Credits, registered in 2012 & Carbon Offsets – VERs, CERs & Gold Standard • Profit from sales. Stove pricing strategy – Price fixed along the Value Chain • Loan from IntelleGrow (18 months period) • End User microfinance scheme – through partnerships with MFIs (Fullerton), through Saving & Credit schemes • Agreements with CooperaAves of Producers – Dairy Industry and Tea PlantaAons – parAally financed for the End User with a CSR model
FINANCIAL MODEL Origin of the Capital invested:
INVESTMENTS
• Profit from sales: re-‐invested in the Value Chain • Loan
Mainly in:
• Monitoring, reporAng and verificaAon (Carbon Credit) • ENVIROFIT India Officer siing in the Unit of ProducAon -‐ Manufacturer (quality standards and quality control) • Training to the Officers of the MFIs and NGOs – IncenAve mechanism, they become promoAon officers • ENVIROFIT India facilitates the supply chain, outsourcing all services
FINANCIAL MODEL RETURN ON INVESTMENTS • Efficiently made throughout the Business Units in the Value Chain • Of the total price 30,5 USD • 15 – 20 % covers manufacturing costs • 55% operaAons cost and distribuAon • 25% channel margin • Turnover revenues mainly spent currently covering operaAonal costs – the VC is sustainable. Soon in Business scaling • There will be some retailing units in the future some return at that level • Growing sales – promising naAonal market (middle and low income households from rural areas)
MARKET ACCESS & TRENDS • ENVIROFIT enters markets where there are already other industry players and exists certain Market Development – Not Market pioneer • Low investment in markeAng or awareness. Low visibility • IncenAve mechanism for Field Officers of partner organizaAons who promote the ENVIROFIT ICS
CHANNEL STRATEGY • Strategic partnerships with reliable and popular NGOS and MFIs with high reach out to rural communiAes, corporates and government – high number of partnerships • ENVIROFIT is exploring online sales (Amazon, Evan's Outdoor Store (hep://www.evansoutdoorstore.com) • Retail sales – will be re-‐launched when the business model reaches maturity • Centralized channel strategy, copyrighted product • Amer sales support & 2 years warranty
SWOT ANALYSIS
STRENGHTS
WEAKNESSES
ENVIROFIT Case OPPORTUNITIES
THREATS
RECOMMENDATIONS
RECOMMENDATIONS • “Bring addiAonal financial support for naAonal awareness and •
visibility of the industry” “AddiAonal funds should be invested in developing quality protocoles” •
• •
“Financial support should be devoted to educate the end user on those protocoles and levels of quality” “No subsidies” “Boost regional opportuniAes and cooperaAon, enabling environment for the ICS industry in the region”
RECOMMENDATIONS •
“ The key to scalability is changing the habits of the exisAng user. Just giving the stove does not help. We need to ensure she uses the stove 100% and not intermieently between the mud stove/ tradiAonal stove and ENVIROFIT stove”
•
“Stronger role of coordinaAon plaporms -‐ GACC (awareness, quality validaAon, etc.) needed”