Oct 21st 2015

Driving Adoption of Innovation at the Bottom of the Pyramid (NovoEd)

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How do you convince people to invest in a micro-drip irrigation system, solar lighting, vocational training, cook stoves, or other potentially life-changing innovations when they have limited incomes? At Acumen, we believe in giving the poor choice not charity. We envision low income people as consumers who can make their own decisions about the products and services needed to improve their lives.

At the same time, we want to offer the social entrepreneurs developing new products and services insights about why low income consumers often choose to adopt a new innovation. Why do some new sanitation solutions catch on among poor consumers in Kenya while others never gain traction? Why did one new agricultural product gain momentum in India while others failed? How can you design products and services that are incorporated into the daily lives of your customers? In this 2.5 hour course, you'll learn about the 4A's framework, a simple and practical model that can help you understand the drivers of adoption among base of the pyramid consumers: advantage, affordability, awareness and access. Drawn from the " Growing Prosperity" report recently co-authored by Acumen and Bain & Company, this tool will help you identify the most effective ways to increase the uptake of innovations among the poor.

By the end of this course, you will be able to:

- Understand the drivers of adoption among bottom of the pyramid customers

- Begin to identify customers who can become your early adopters and promote awareness of your product or service

- Assess the degree to which your company currently addresses the 4As of adoption: awareness, advantage, affordability and access