INTRODUCTION:

SANITATIONMARKETINGIMPLEMENTATION

SanitationMarketingToolkit

PREFACERuralsanitationdevelopmentisoneofLaoPDR’sprioritiestoensurethatallLaopeoplehaveequalaccesstosanitationtechnologiesthatwillallowthemtostoppracticingopendefecation.TheLao

governmenthaschallengedallvillagesacrossthecountrytobecomeopen-defecationfreeor“ODF”villages.Inanefforttohelpvillagesaccomplishthis,theNationalCenterforEnvironmentalHealthandWaterSupplyisconductingacommunity-ledtotalsanitation(CLTS)initiativetoeducatethepublicon

propersanitationpractices.CLTSactivitiesthencreatedemandforimprovedsanitationtechnologiessuchaslatrines.Inordertofulfillthegenerateddemand,NamSaatisworkingwithotherpartiessuchastheWorldBank’sWaterandSanitationProgram(WSP)andPopulationServicesInternational(PSI)to

makelatrinesavailablethroughoutthecountry.

In2013,PSIbeganimplementingsanitationmarketingactivitieswithfundsfromWSP.Thelifeoftheprojectwas30months,duringwhichtimePSImadeitaprioritytofollowCLTSactivitiesandencouragebusinesstoselltocommunitiesthathadbeeneducatedonendingopendefecation.Itbecameclearthat

PSI’sactivitiesweremostsuccessfulwhendoneincollaborationwithCLTS.

InanefforttosharePSI’sexperienceimplementingsanitationmarketingwiththegovernmentandotherdevelopmentpartners,WSPandPSIhavedevelopedaSanitationMarketingToolkitoutliningbest

practicesandlessonslearnedoverthelastfewyears.Thetoolkitincludes8books:

1. SanMarkImplementationManual–thisbookoutlinestheprocessofimplementingsanitationmarketinginLaosincludingproposedbusinessmodelsandmarketingapproaches.

2. BusinessSkillsforLatrineEntrepreneurs,FacilitatorsGuide–providesindividualswishingtoconductbusinessskillstrainingwithaguidecontainingfacilitationstrategiesandrelevanttrainingmodules

3. BusinessSkillsforLatrineEntrepreneur,ParticipantsWorkbook–thisbookcontainsallthematerialsandtoolsalatrineentrepreneurwillneedduringbusinessskillstraining

4. LatrineEntrepreneurOperationManual–thisbookhelpsnewlatrineentrepreneursunderstandthelatrinebusinessenvironmentinLaosaswellasconsumerdesires

5. LatrineProductionandInstallationtraining,Facilitator’smanual–thisbooksprovidesindividualsconductinglatrineproductionandinstallationtrainingwithastep-by-stepguide

6. Latrineproductionmanual–thisbookisforlatrineentrepreneurstoutilizeduringproductionandinstallationtraining.Itcontainsallthematerialandsizespecificationsforproducingahigh-qualitylatrine

7. SalesAgentTraining,Facilitator’sGuide–thisbookprovidesindividualsconductingsalesagenttrainingwithfacilitationstrategiesaswellasrelevanttrainingmodules

8. SalesAgentOperatingManual–thisbookisintendedtoguidesalesagentsthroughthetrainingprocessaswellastheirdailysalesactivities

Wehopethatthistoolkitwillbeusefultoourpartnersandotherdevelopmentorganizationsintheireffortstoincreaseaccesstolatrinesinruralareas.

AsarepresentedofNationalCentreofenvironmenthealthandwatersupplywouldliketoacknowledge

WSPofficeandWorldbankforsupportinguscapitalinimplementingtheprojectandsupportingmakingthesemanuals.Moreover,wewouldliketothanktoPSI(PopulationInternationalService)thathasdedicatedtheirtimeonmakingthesetoolkitsuntilitcompleted.

Bestregards,

Vientiane……./………/…………

ACKNOWLEDGEMENTSPopulationServicesInternational(PSI)hasworkedtoimplementSanitationMarketinginChampasakandSekongprovinceswithoversightfromtheNationalCenterforEnvironmentalHealthandWaterSupply,DepartmentofHygieneandHealthPromotionandtheWorldBank’sWaterandSanitation

Program(WSP).

ImplementingSanitationMarketinginvolvesfourmainactivities:1)strengtheningthecapacityoflatrinebusinessestoproduceanddeliverhigh-qualitylatrines;2)coordinatingwithgovernmentandprivatesectoractivitiesrelatedtoCommunity-LedTotalSanitation(CLTS)efforts;3)analyzingthepotentialfor

sanitationfinancingamongpoorhouseholds;and4)sharingideas,challenges,andlessonslearnedinordertopromoteexpansionofSanMarkthroughoutthewholecountry.

Throughoutthe3yearsofimplementation(2013-2015)wehavereceivedagreatdealofsupportfromtheLaogovernment,fromcentraltolocalgovernment,whoaidedoureffortstoexpandtheSanMark

projectover10targetdistricts(Sanasomboun,Pathoumpone,Paksong,Mounlapamok,Soukhoumma,Khong,Bachieng,Dukjung,Lamarm,andThatheng)inChampasakandSekongprovinces.

ThePSIteamwasledbyMr.EricSeastedt,RegionalAdvisorforPSIAsia,Mr.SihamanoBunnavong,

NationalCoordinator,Mr.ThongdyPhommavongsa,ProgramsManager,Mrs.LattanaSinhradsvong,SalesandMarketingManager,Mrs.SaysanaPhanalasy,Research,Monitoring&EvaluationManager,Ms.EmilyEndresandMs.KathelynRivera,TechnicalAdvisors,andMr.PanyaPhoumthavisouk,Mr.

OuthikoneSouphomeIn,andMr.BounheuangKeomingmeuang,ProvincialProjectCoordinators.

PSIwouldliketothankDr.SoudsakoneChathapone,headofNamSaat,andrelatedtechnicalstaffDr.VilayphoneMungkhasurm,ViceHeadoftheDepartmentofHygieneandHealthPromotion,Mr.BounvungXayamany,headoftheChampasakNamSaatoffice,aswellashisteammembers.Dr.

KhamlaySantiphoum,DeputyDirectoroftheSekongHealthDepartmentforsupportingourSanMarkproject.

PSIwouldalsoliketograciouslyacknowledgeMr.ViengsamayVongkhamsao,CountryDirectorofWSPLaoPDR,Mr.KansamLattanhot,MarketingConsultant,Mrs.ViengsompasongInthavong,Waterand

HygieneTechnicalAssistant,andMs.SusannaSmets,WaterandHygieneExpertinAsiaPacificWSP-EAPfortheirongoingsupportforthisproject.

TABLEOFCONTENTS

KEYTERMS

PAGE1

ABBREVIATIONS

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BACKGROUNDANDDIRECTION

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INTRODUCTIONTOTHEMANUAL

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KEYTERMSBehaviorChangeCommunication(BCC)-approachthatutilizescommunicationstrategiestopromotepositivebehaviourchangesattheindividualandcommunitylevels

Community-ledTotalSanitation(CLTS)-approachthatusesbehaviourchangecommunication

strategiestohighlightthecollectivebenefitsofhaltingopendefecationpracticesatthecommunitylevel

DirectSales-Salesapproachthatmarketsaproductdirectlytoaconsumer;includesdoor-to-doorsalesandgroupsalesevents

Door-to-doorsales-Directsalesstrategywhereasalesagentconductssalesatacustomer’shousehold

Facilitator-Anindividualorotherentitythataidstheprogressofanytypeofworkoractivity

Franchise-Anetworkofindividualsorgroupsthatmarketanddistributetheirservicesand/orproductsunderaunifyingbrand

Franchisor-Theindividualorcompanythatgrantsindividualsorgroupstherighttomarkettheir

servicesand/orproductsunderthefranchise’sbrand

Franchisee-Anindividualorgroupthatisgrantedtherighttomarkettheirproductsand/orservicesunderthefranchise’sbrand

Incubator-Inthesocialfranchisemodel,theentitythatfacilitatestheestablishmentofafranchiseby

providingtechnicalsupporttothefranchisor

One-stop-shop-Businessmodelthatmakesallcomponentsofaproductavailableinonelocation,therebyfacilitatingthepurchasingprocess

SanitationMarketing(SanMark)-Strategythatappliesthebestsocialandcommercialmarketingpracticestochangebehavioursandtoscaleupthedemandandsupplyforimprovedsanitation,

particularlyamongthepoor”

SocialMarketing-Theactivitiesandprocessesthatpromoteandsellaproductorservicethatinfluencestheconsumertoadoptabehaviourthatbenefitssociety

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ABBREVIATIONSBCC-behaviorchangecommunication

CLTS-community-ledtotalsanitation

iDE-InternationalDevelopmentEnterprises

IEC-information,education,andcommunication

ODF-opendefecationfree

SanMark-sanitationmarketing

WSP-WaterandSanitationProgram

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BackgroundandDirection

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BACKGROUNDANDDIRECTIONThetoolsand information in this toolkit comeasa resultofextensive

fieldtestingand iterationsbasedon lessons learned,aswellasresultsofa9-monthpilotconductedby iDE,and fromotherbestpractices intheregion.Thetoolkit isdesignedtofacilitatethenationalscale-upof

sanitation marketing, modelled after lessons learned fromimplementation in 10districts in Champasak and SekongProvinces aspart of the Water and Sanitation Program’s (WSP) Scaling Up Rural

Sanitationprogram(seesidebar).

WSP supports the implementation of SanitationMarketing in Laos inresponse to low rates of access to improved sanitation in rural areas.Somecausesofthisinclude:

! Latrine product designs in the market did not fit the

preferences or affordability constraints of consumers in ruralareas.

! Afragmentedsupplychaincreatedbarrierstoaccessinglatrines

intheprivatemarketanddrovecostsup.! Supplychainactorswerenotmotivated to invest insanitation

anddidnot conduct their businesses strategically, considering

ways they could earn more by adopting a low profit, highvolumestrategy.

The business model implemented through Sanitation Marketingaddresses these challenges by building the capacity of local concrete

businesstoproduceandsellacompletelatrineproductthatisdesignedforattractivenessandaffordability.

ScalingUpRuralSanitationThe Scaling Up Rural Sanitation

PrograminLaosaimstoidentifythemessages, tools,andprocesses thatachieve the most impact to

increasingthecoverageofimprovedsanitation. It aims to developmodelsthatcanbereplicatedacross

the country with little externalsupport and with leadership from

governmentpartners.

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THEBUSINESSMODELThebusinessmodelusedintheapproachisdesignedtoaddressthesechallengesbyconverting

concreteproductbusinesses—whonormallyproduceonlypartof the total latrineproduct—intoone-stop shops for pour-flush latrines. The businesses are trained in how to produce the low cost, high

quality product, and how to conduct their businesses efficiently and effectively by learning essentialbusinessskillslikehowtomanagetheirstock,managetheircashflow,andcalculatecostsandprofits.

LatrineBusinessesarechosenbasedonastrictselectionprocessandaregivenquarterlyqualityauditsdesigned toensure that thequalityof theirproductsmeet theminimumstandards required in

thecontract.Thecontractalsostipulatesthatthefirstyearofmembershipinthenetworkisfree,afterwhichthattheenterprisewillbeaskedtopayafeetocontinuereceivingnetworkservices.

SalesAgentsconnectthebusinesseswiththeconsumersbyconductingvillagelevelsaleseventsanddoor-to-doorsales.TheseSalesAgentsareequippedwithsalestoolsandskillsthatwereinformed

bymarketresearchandfield-testedtomaximizeeffectiveness.

Creating a structure designed to provide this support and motivation in the long-term isessentialforsuccess,andcanbeachievedusingasocialfranchisemodel.

Throughasocialfranchisemodel,thefollowingimpactcanbeachieved:

" ReducedsubsidyneededtoexpandlatrinecoverageinLaos.

" Additionaldemandcreatedforlatrinesthroughthepromotionofahighlyvisible,recognizable,andrespectedbrand.

" Additionaldemandcreated forentrance into theLatrineBusiness through thepromotionofa

provenbusinessconceptandtheopportunitytoaccesshighlyvaluedservicesthatincreasethelikelihoodofprofitandgrowth.

" Valuablepublicprivatepartnershipsdevelopedby involvingactors throughout thevaluechain

tocontributetoandbenefitfromthefranchise." Smallbusinessesconnectedwithsourcesof fundingthroughawarenessraisingandpromotion

innetworkssuchastheiNGONetworkandtheScalingUpNutritionNetwork.

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Groupsalesevent

Doortodoor

sales

Takeorders/deposits

Deliverlatrine**

Coordinatewithlocalgovernmentand

CLTS*

Coordinatewithvillagechiefs

Installlatrine**

Reportthenumber,

types,anddeliverydatesoflatrinesordered

VillageChiefmakessure

customerisready

Customerpaysbalance

Producelatrines

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IntroductiontotheManual

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INTENDEDAUDIENCETheSanitationMarketingToolkitisavailableinbothEnglishandLaolanguages.Thecontentofthe

toolkitisdesignedtoalignSanitationMarketingapproachesimplementedbyotherdevelopment

partners,governmentagencies,orfuturephasesofSanMark.Thisalignmentwillensurethatbusinesses

aretrainedinsetstandardoperatingprocedures(SOPs)thatwillpositionthemtobeabsorbedintoa

moresustainableandlocallyrootedbusinesssupportstructurethatcanbedevelopedinfuturephases

ofSanitationMarketing.

TOOLKITCONTENTSSanitationMarketingImplementationManual

Thepurposeof thismanual is toprovideguidelinesandbestpractices for

scalingupsanitationmarketinginLaos.Itincludesthemessages,tools,and

processes that have been most effective for implementing sanitation

marketing. This manual can be used by either a public or private entity

lookingtoreplicatetheseeffortsinotherregionsofthecountry.

BusinessSkillsTrainingforSanitationEntrepreneurs:Facilitator’sGuide

This guide is intended to be used by individuals conducting business skills

training for entrepreneurs. It includes facilitation guidelines on how to

createasenseofcommunity,maintainingasmoothflow,andchecking for

comprehension from participants. Procedures for preparing materials,

agenda,andthebudgetforthetrainingsessionarealsoincludedaswellas

trainingmodulesonmakingsales,calculatingcostandprofit,andcalculating

rawmaterialsneededtomeetsalesgoals,amongothertopics.

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BusinessSkillsforSanitationEntrepreneurs:Participant’sWorkbook

This workbook contains all the materials the entrepreneur will require

duringthebusinessskillstraining.Thereareworksheetsandcalculatorsfor

everymoduletheFacilitatorgoesthrough,allofwhichareincludedhere.

LatrineEntrepreneurOperatingManual

Thepurposeofthismanualistointroducetheentrepreneurtothelatrine

businessandSanMarknetwork.Itexplainstheimportanceofalatrine,the

different components of a latrine, factors that motivate/discourage

customers from buying a latrine, the one-stop-shop business model,

SanMarknetworkstandards,andbestpracticesandrecommendationsfor

havingasuccessfullatrinebusiness.

LatrineProductionandInstallationTraining,Facilitator’sGuide

Thismanualistobeusedbyindividualsconductinglatrineproductionand

installation training for enterprise owners. It includes guidelines for

creating trust and facilitating communication between the instructor and

theentrepreneur.Proceduresforpreparingmaterials,agenda,andbudget

for the training session are also included aswell as trainingmodules for

manufacturingringsandslabsandlatrineinstallation.

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LatrineProductionManual

Thismanualcontainsall thematerialsenterpriseownersneedduring the

latrineproductionandinstallationtraining.Itincludesalistofthetypeand

amount of each materials needed, worksheets to calculate the cost of

production,anddetailedproceduresofhowtomanufactureallthepartsof

alatrine.

LatrineSalesAgentTraining,Facilitator’sGuide

Thismanual is intended to be used by individuals conducting training for

newsalesagents.Itcontainstipsonhowtocommunicateeffectivelywitha

groupofpeopleandcreateagoodenvironmentforlearning.Guidelinesfor

preparing materials, agenda, and budget for the training session are also

included as well as training modules for teaching sales agents about the

featuresandbenefitsoflatrines,customermotivationsforbuyingalatrine,

selling,latrines,preparingforsalesevents,andovercomingobjectionsfrom

potentialcustomers.

LatrineSalesAgentTraineeHandbook

Individuals training to become sales agents should use this handbook to

learnaboutthelatrinebusiness,andunderstandtheircustomersandthe

producttheyareselling.Thehandbookalsohighlightstheresponsibilities

ofthesalesagentandincludestheproceduresandmaterialsrequiredfor

salesagentstoconductdoor-to-doorsalesandsalesevents.

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