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Analyzing Strategy Execution at BOP: Drishtee’s case
Presented By: Section-B, Group-1Anshul Gupta
Hemant ChachadiLaxmi G
Saurabh JhaPallavi MadanVishwas KiniNikhil Gupta
Presentation Date: 22 AUG 2010
List of popular projects working in rural India
Company Business Model
Drishtee Use of kiosk-based platform to deliver services
SKS Microfinance Use of for-profit model of microfinance
ITC’s e-Choupal Virtual clustering of all the value chain participants
Hindustan Lever’s iShakti Rural entrepreneur using Shakti kiosks
Hewlett Packard’s photo training The Village Photography Program
DICNIC Use of IT for information management at rural level
AgRIS, The Agricultural Resources Information System
AGMARKNET Marketing & Inspection (DMI), Ministry of Agriculture initiative
SeedNet, National initiative for information on quality seeds
eKrishi Market Driven Agricultural Initiative through IT enabled Agri
Business Centres
2Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1
Innovation Sandbox*
*Taken from the book “Fortune at the Bottom of Pyramid” by C. K. Prahalad
4 conditions
World-class qualityA significant price reductionScalableAffordable
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About Drishtee
• Founded by: Satyan Mishra, Nitin Gachhayat, and Shailesh Thakur
• Started in the year 2000 in Dhar (Madhya Pradesh, India)
• Over the years, Drishtee has facilitated and supported a network of over 14,000 rural enterprises
• Through this low cost, direct delivery rural supply chain network
• This is a fastest growing such network
4Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1
Drishtee’s Strategy
Mission:
“To make marginal communities more efficient, self-sufficient, and equitable”
Drishtee is a Network Orchestrator for delivering fee based services to the rural population through ICT Kiosks.
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Drishtee’s Strategy
The services include:
e-Governance, Education,
Health, Insurance and local services.
The ICT center (Kiosk) is owned and operated by a local entrepreneur.
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Drishtee’s Strategy
Revenue Model –
• Upfront franchise fees
• Profit margins on the services
Cost Model –
• Selection and training of local entrepreneurs
• Web based tools for BPO operations
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Drishtee’s Strategy
Key rules –
Demand-driven operations
Working with the local customs
Focus on the core mission
Keep the costs as low as possible
Low margins and high volumes
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Product Distribution –
Distribution of any product in rural India is a big challenge
Drishtee includes the local unorganized retail stores – “Drishtee rural Retail Points”
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Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1
Drishteehaat –
an online platform for rural producers to sell their products to customers
• Market information on costs, trading etc.
• Capacity building
• Technical support
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Drishtee’s Strategy6/9
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Drishtee’s Strategy
The Company is currently serving 10000 villages with an aim to serve 600000 villages. The structure -
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Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1
Partners of Drishtee –
• Acumen Fund
• International Finance Corporation
• IFMR Trust had partnered with Drishtee
• Nike Foundation
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Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1
Skills –
• 10+2 or 12th pass
• Working knowledge of basic computer skills
• Prior business experience
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Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1
Strategy Implementation
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Eliminate the Middle
man1/6
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1
Drishtee Kiosks –– Setting up a Kiosk, Rural entrepreneurship
– Services Offered through the Kiosks
– Revenue Generation/Cash Flow
Setting up a kiosk –
• a comprehensive location/village survey
• After selecting the owner goes through a Comprehensive Phase I training program 15
Strategy Implementation
•Drishtee reserves the right to reject the owner, the owner also has a choice to withdraw.
•Once Phase I is completed the owner has an understanding of the business and Drishtee would have gained confidence in the owner.
•Details of the loan required to setup the kiosk and the Kiosk owner agreement are worked out.
•Detailed training to the owner
•Hardware deployment details worked out •The Kiosk service is launched
•Also, Drishtee conducts the promotion program
Phase II
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Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1
What does a kiosk contain?
• A computer
• Digital camera
• Internet connection over phone line, and
• A printer
Investment ~ 1300 USD.16
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Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1
1. Products and Services Mix of Drishtee
2. Government Services
3. Secondary Healthcare
4. Employment
5. Micro Loan
6. Marketplace
7. Basic Education
8. Electricity
9. Computer Education
10. Spoken English
11. Primary Health
12. Digital Photography
13. Commodity Market price
14. Electronic Products
15. Household Items
16. Seeds & Fertilizers
17. Insurance
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Drishtee’s Product Portfolio
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Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1
Learning
How to capture opportunities by eliminating the middle man.
How can a company do well by doing good
Benefits of creating entrepreneurs as business members (in terms of cost efficiencies)
How to serve the rural market by creating value
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Profile of Drishtee Entrepreneurs
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Poonam BharadwajAge:35 yearsQualification:Post graduationAddess: Kharkhauda, MeerutFamily Occupation: Heading a SchoolKiosk Startup Date: January 2008
Mohit Gangwar Age: 24yrsQualification: GraduationAddress: Bareilly, Uttar PradeshFamily Occupation: Digital Photography ShopKiosk Startup Date: April 2005Best Performance: Rs. 17,000/- in December 2005
Analyzing Strategy Execution at BOP: Drishtee’s case Section-B, Group-1
References
• Prahalad, C. K., “Fortune at the Bottom of Pyramid” 2nd Edition, 2010
• http://www.drishtee.com/cms/
• http://www.youtube.com/watch?v=BZf_xwvNvMo
• http://www.youtube.com/watch?v=jYvoHeYe8fk
• http://www.amrresearch.com/Content/View.aspx?CompURI=tcm:7-43224
• http://omulga.riversstate.org.ng/Netgrowth/ICTWorkshop/Case_Studies.asp?CategoryID=612&Case_StudiesID=2109249522&PartnerLong=OpenCityPortal&Language=English
• http://216.119.85.221/artman2/publish/indian-jobs/article_20878.shtml
• http://www.cab.org.in/ICTPortal/Lists/Knowledge%20Bank/Attachments/55/Drishtee%202006_23_12_2007.pdf
• http://www.sksindia.com/index.htm
• http://www.echoupal.com/
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References
• http://www.hllshakti.com/sbcms/temp1.asp?pid=46802251
• http://www.kupnet.org/i-community/village-photographers/
• http://disnic.gov.in/concept&approach.htm
• http://www.agricoop.nic.in/
• http://agris.nic.in/agrisintro.htm
• http://www.agmarknet.nic.in/
• http://www.seednet.gov.in/
• http://www.videosewa.org/index.htm
• http://www.e-krishi.org/
• http://www.agricoop.nic.in/
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Thank You
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