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DIGITAL EMPOWERMENT FOUNDATION: Empowering People @ the Edge of Information

Up to GSBI 2008 Exercise 1: Target Market Statement

DIGITAL EMPOWERMENT FOUNDATION: Empowering People @ the Edge of Information

Posted by Osama Manzar at February 04. 2008

DIGITAL EMPOWERMENT FOUNDATION

Empowering People @ the Edge of Information

Exercise 1: Target
Beneficiaries

1.1 Create an estimate of the Total Available Market

Segment	Size	Needs
Information Deficient India’s & South Asia’s Rural Population	80% of India’s One Billion Population	ICT Interventions for Livelihood, Telemedicine, Rural Entrepreneurship, Cultural Integration, Microfinance, Women Empowerment, Education, Agriculture, etc.; Governance through ICT tools and digital content; Digital Content for Rural Masses and Digital Content Created by Rural Masses of all class and creed
India’s and South Asia NGOs & CSOs working @ village & Grassroots Level	More than 100,000 NGOs across India & South Asia’s other 7 countries out of 1.5 million NGOs alone in India	Digital presence at no cost; ICT integration & enablement; localized access and digital content creation; e-commerce enabled domain for rural products & services
Rural Schools [Education & Learning]	Approx One Million Schools; 6 Million Teachers; 180 Million School Going Children	Digital Content; ICT tools for enabling them to create digital content through participation; ICT tools like Community Radio, Digital Board, Community TV; Low Cost PCs, Broadband with interactive content dash board; multi-lingual Content
Social Market across Health; Agriculture; Rural Enterprise; Water & Environment; e-Governance; Rural ICT Kiosks (CSCs); Rural Access; Disability; Microfinance & Livelihood; Science, Culture & Entertainment;	All Line Ministries; More than 60% of Indians and the same in other highly populated Asian countries	ICT tools which can integrate with the lives of all sectors of rural masses in order to enable them to consume and create digital content without apprehended by being illiterate and un-educated. Oral Knowledge enabler ICT tools like Community Radio, Mobile, Multimedia digital content, digital [video] camera; Creation of platforms which can ease the potential of bottom up content where the digital content is created by masses rather than putting effort to create mass production of content & services and products

1.2
Target Addressable Market (Positioning)

Alternative	Characteristics	Size	Positioning
Manthan Award South Asia: Best e-Content for Development	Manthan Award for Best e-Content in India & South Asia: scouting and recognizing best use of ICT in creating effective e-content and e-services across agriculture, rural development, health, entrepreneurship, culture, education, environment, governance and so on. Manthan Award is backbone of DEF’s mission as it has created a network of more than 1000 organization across 25 states in India and all countries in south Asia. This is the only effort in the world which connects ICT with effective development via bottom up approach.	1000 plus organizations across India and South Asia	To create a network of innovative users of ICT for grassroots development where the delivery of product and services could be seen as digital content. DEF is the only organization in the world which only works with prime focus on linking ICT with developmental issues and subjects and works where ICT are related as e-content creators for economic livelihood and empowerment.
Content Management System for Social Sector; Web Hosting and Management for NGOs & Grassroots organizations	Complete ICT and Digital Content Solution to Social Sector and NGOs including CBOs	More than 100,000 NGOs across India & South Asia’s other 7 countries out of 1.5 million NGOs alone in India	To offer an ICT tools to create website on its own in any language – free of cost. Tool to create and upload digital content enriching the virtual space with social content
Local Area Portal	Interactive Citizen Created Village Websites	One Million Villages in India & South Asian Countries	Give ICT tools in the hands of citizens to enable maximum digital content
Content in School www.gyanpedia.in	This an aggregation platform for content created by children and teachers of millions of schools across India, especially in villages creating digital content	Rural schools in India and south Asia. Approximately 10 million across South Asia	Creative Content created by the users – children, teachers and community
Village Level Drinking Water & Sanitation Information Platform @ www.neerjaal.org	NeerJaal.org is web-based participatory Drinking Water & Sanitation Information system where communities contribute first hand data; in being embedded with GIS mapping for all data locations	All Indian Villages – 638596 villages in all in India	The only Water Information Web Based Portal having bottom up first hand hard data on drinking water and sanitation issues. Extremely relevant as “2008 is year of Sanitation”.

ICT Solutions & Digital Content Services

Alternative	Characteristics	Size	Positioning
Content 4 Development (C4D)	Digital Content Linkages, creation, and consultancy	Social Sector Marketplace	Everybody offers ICT products but there is a huge dearth of digital content service providers targeting social market
Research for Development (R4D)	· Providing ICT for Dev Project monitoring, evaluation services · Undertaking research and documentation responsibilities from partners · Providing ICTD consultancy services · Providing content management, development, training solutions	Government Sector; Development Sector; Corporate Social Responsibility sector of Corporates, especially IT companies;	DEF is the largest repository of case studies of ICT for Development projects in India – almost about 500
Outreach 4 Development (O4D)	· Workshops/Seminars/Conf on ICT and content for development · Publications on various aspects of Content and ICT for development · Tech Solutions to clients and stakeholders on either cost to cost basis or revenue margin basis	Development Sector; IT & telecom companies trying to reach rural India	Offer solution oriented linkages of technologies to the development and economic livelihood empowerment
Training 4 Development (T4D)	· Rural Entrepreneurship Program to enable 10^th and 12^th class pass for ICT-Enabled entrepreneurial models · Training & workshops on Community Radio related issues – content, studio, licenses, etc. · English Relay Program for rural children through their community facilitator in Rajasthan enabling more than 2000 children in English speaking and learning	About one million entrepreneurs required to meet the demand of more than one entrepreneur per village enabled with ICT knowledge	Tailor-made for rural jobless youth who wants to be entrepreneur and try ICT tools to start an enterprise

1.3: Target Market Segment

Market
Segment Analysis

Your social venture: Digital Empowerment Foundation – Empowering People @ the Edge of Information

Target
Market

Compelling
Reason for Adoption

Reasons
for Non-adoption of Product or Service

Direct
Beneficiaries

Government, NGOs, Organisations, CBOs and other agencies working in Rural
India for bettering life in general, and creating information-rich society in
particular

Innovative
Users of ICT for grassroots population

e-Governance

e-Content

Free
Website & Hosting

It is
almost necessary for every entity to have virtual presence and nothing like
having it free and get ICT tool to create digital content

Hidden Cost; Apprehension with
technology; recurring cost and maintenance issues; lack of capacity building
training

Attachments

def-leaflet.pdf (35.4 kB)

Re: DIGITAL EMPOWERMENT FOUNDATION: Empowering People @ the Edge of Information

Posted by KCW at February 08. 2008

Dear Osama,

Thank you very much for your submission of the GSBI exercise 1. My name is Katharine Wilson, and I am the member of the GSBI Application Task Force who will be working with you through this process.

Your exercise 1 included a lot of information about your organization, which sounds like it does great work. I identified a few areas for you to consider to make this exercise stronger:

1. In section 1.2, it is important for your to tell us what your target market is, of the total available market that you've already defined. This is where you describe your addressable market to us and provide some additional information about who they are. That will then lead into the market positioning table, which you have provided, because that will show how you and your competitors are responding to this market to meet their needs.

2. Also in section 1.2, it may have been difficult for me to find, due to the formatting of your exercise on the page, but I couldn't find where you had included your competitors in the market positioning table. Instead, I think you've described different aspects of your organization. The "alternatives" in this table are supposed to be different alternatives people have to meeting their needs - alternatives to your organization. So, these should be your competitors, non-consumption (if applicable), and you. Then, once you've identified the different competitors, you position them in the market by describing what they do, how many people they serve, and what makes them good or not as good as you.

3. In section 1.3, you then take your market, which you've already defined, and segment it into smaller groups as applicable - in your case, perhaps NGOs are one segment and the government another. They will likely each have unique needs, and so then you define why each segment would and would not adopt your program.

I hope that makes sense. I would also encourage your visit this site for more information about this exercise: http://www.socialedge.org/features/gsbi/gsbi/exercise-1-target-market-statement

As the period for exercise 1 has closed, please feel free to move forward to exercise 2, value proposition. You can view the instructions here: http://www.socialedge.org/features/gsbi/gsbi/exercise-2-value-proposition

However, you are welcome to submit an updated exercise 1, which I would be happy to review. If you have any questions, please feel free to post back.

I look forward to working with you through this process!

Best,

Katharine