The Reluctant Entrepreneur : The Launch

I recently attended the launch of a social entrepreneurship initiative “ “, for of and by women of Fatorda. The brand was aptly chosen HOME WORK. One can easily write it of as a political initiative but that would be missing the wood for the proverbial trees.

Lets get the political issues out of the way so we can focus on the business of doing business. The launch was at the hands of the Governor of Goa, not someone who will come for every product launch, but given the fact that it was a community initiative and effects the lives of so many under privileged women, it is normal. The concept was thought of by the wife of a politician, and concerned only the local MLA's constituency. Once, we get into the business part it will be clear that there was depth and thought was applied in this project, also it was not a spur of the moment decision, it had evolved.

For any entrepreneur, the starting point is an idea which generates income. The idea here is to organise normally stay at home women to do some activity which will generate income, this inturn will help raise the standard of the women's family. What struck me instantly at the launch was the brand name HOME WORK. This was a huge change from the previous display at exhibitions of the group I had seen. Then I used to think, without a brand how will they be recognised?

This is a point lots of entrepreneur miss, branding. We know of 100's of people who make cakes, chocolates and food at home, how many brand it.? If it is not branded how will any one recognise it, how will any one recommend it, how will you know in Mapusa, that this is the same sweet brought in Margoa which tasted nice? Branding. Branding Branding.

The down side of branding is a customer knows what to avoid. How will you ensure that the customer has a positive experience when he tries the product most of the time. Product testing. And this launch showed that prior to the launch a lot of effort had gone into product testing. The unbranded displays at exhibitions would have also helped fine tune the product mix, but more important was the inclusion of the experts testimony when referring to the “SOAP” that was one of the products launched. Not every product can get away being tested by the customer “a la Tata”. This process will be on going simply because customers taste choices are on going.

The tag line which speaks for the brand was there and put so well, “MADE FROM THE HEART. MADE AT HOME”. In these days where everyone is looking for an elevator pitch, this could not be better.

To sell any product one needs to decide a “price” point and again they impressed. The usual thinking is if a product is made by struggling women then it has to be cheap. It was neither cheap nor expensive, it was priced right. Someone had done homework for sure, pun intended. Importantly the price point was chosen at the start, there is no way a product launched at the bottom can move up later or vice versa, if it is attempted it will fail. Remember the CIELO car, they dropped the price drastically and what happened, the car faded into oblivion.

Finally, they expressed their goal, it was not just a constituency, this model can be quickly deployed across Goa, India or the planet by people. UNNATI for people and planet. They have their work cut out to reach their stated goal. They know where they are headed and they are on the way. A lijjat papad or Fab india in the making?

One down side or an area where they can consider a rework is the website. A google search for UNNATI showed 2 lacs results, not the best way to start searching for this specific site and its people ideas and products. The actual website is a more complex “unnatipeopleplanet.com”. This can be worked on, even a search on “homework” will lead you nowhere. In these days where life is online, a company especially a startup misses a lot when they get lost in cyberspace.

While wishing the ladies behind Unnati the very best, after all well begun is half done. The launch was was a learning experience for startups. It is a great idea and surely it will teach us more in the future.