Shit Business is Serious Business...                             To you it may be "Shit", To us it is "Money"   1
Chakravyuha 2012As said in the latest speech byJairam Ramesh, our RuralDevelopment minister, there aremore cell phones in ...
Industry Choice / Opportunity Assessment                To you it may be "Shit", To us it is "Money"   3
Industry Choice / Opportunity Assessment1)   Huge demand for hygienic, safe toilets           5) Possibility of government...
Industry Choice / Opportunity Assessment7) No adequate toilet facilities for as               11) Recycling industries wil...
Market Implementation Method1. Identifying a Village.                                          Mobile Toilet Van2. Mobiliz...
Market Implementation Method6. The villagers will also be given a 4container dustbin, where they willsegregate waste in 4 ...
Sources Of Revenue1.   Pay-As-You-Shit (PAYS) model. The                 5.       Human excreta can be used to     farmers...
Expected Cash flows per Toilet1. Average Daily revenue of approx Rs   1000 per toilet estimating around     200 persons us...
Final Outcome1. Creating a community of certified                          5. Employment Generation, the people forsanitat...
References                                               Team Members• http://www.wsscc.org/• http://www.susana.org/      ...
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Case study solution chakravyuha'12

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This is one of my Competition entry prepared based on a case study that was given to us. The case study basically talked about the opportunities that lie in Rural India. We stood 2nd in the competition.

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Case study solution chakravyuha'12

  1. 1. Shit Business is Serious Business... To you it may be "Shit", To us it is "Money" 1
  2. 2. Chakravyuha 2012As said in the latest speech byJairam Ramesh, our RuralDevelopment minister, there aremore cell phones in Rural India then Industry Choice / Opportunity assessmenttoilets . Construction of quality toiletrequires Rs 8000 each but under the Market Implementation Methodgovernment’s TSC norms only Rs3000 is provided, he said, describing Sources of Revenueit as pittance. Final outcomeHence we have chosen a service,that will improve the sanitationfacilities in Rural India and at thesame time is a great businessopportunity with several sources ofrevenue, Mobile Toilet Center To you it may be "Shit", To us it is "Money" 2
  3. 3. Industry Choice / Opportunity Assessment To you it may be "Shit", To us it is "Money" 3
  4. 4. Industry Choice / Opportunity Assessment1) Huge demand for hygienic, safe toilets 5) Possibility of government aid and help in thereby creating a direct market in terms terms of setting up the infrastructure and creating a mechanism for Personal of the users. Sanitation certifications for farmers2) Active market for biomass energy, thereby enabling them to sell their produce for a premium. organic products through use of human sewage thereby creating a steady and 6) Incentive for farmers who benefit in 2 ways:- alternative source of revenue. a) Safe and hygienic sanitation3) Huge possibilities for linkups with big facilities- Increased productivity, safety retail chains who can buy hygienic farm from sanitation ailments of diarrhoea and products from farmers and sell them at typhoid. Improved sanitation facilities are estimated to result in an average the premium to hygiene and food safety reduction in cases of diarrhea of more conscious consumers. than 33%.4) The sanitation landscape in India is still b) Premium for their farm produce based littered with 3 million unsanitary bucket on government authorized sanitation certifications A certificate will be given to latrines, which require scavengers to all the farmers using our sanitation conduct house-to-house excreta facilities. Farmers can capitalize on this collection certificate while selling their crop yield to the retailers. To you it may be "Shit", To us it is "Money" 4
  5. 5. Industry Choice / Opportunity Assessment7) No adequate toilet facilities for as 11) Recycling industries will be high as 65% of India’s population- potential customers for dry Jharkhand tops the list with 77% waste.8) 30-40% of the total municipal 12) Committee of planning waste is biodegradable, which can commission proposed an be utilized to generate biogas and allocation of Rs 44,000 crore on manure. sanitation over the 11th ,5 year plan.9) India accounts for 60% of the open 13) In Karnataka State, as an defecation in the world, this material example, 5.40 million rural can be used as an organic fertilizer households do not have toilets. for several organic food producing 14) 74% of the rural population still companies. defecates in the open.10) As per 2011 data, 69.3% of the 15 crore rural house holds do not have proper sanitation facilities. To you it may be "Shit", To us it is "Money" 5
  6. 6. Market Implementation Method1. Identifying a Village. Mobile Toilet Van2. Mobilizing the Village Community and Panchayat Leaders.3. Setting up a Mobile toilet van.4. Each mobile toilet van will coverone/two villages depending onnearness/feasibility from 6 AM to 11 AMevery morning, 7 days of week , 365 daysa year.5. The vans will have defecationcollection instrument installed in them. To you it may be "Shit", To us it is "Money" 6
  7. 7. Market Implementation Method6. The villagers will also be given a 4container dustbin, where they willsegregate waste in 4 parts like• Recyclable e.g. glass, paper, plastic• Organic e.g. food leftovers, gardenwaste• Toxic e.g. tin, batteries• Reusable e.g. plastic bottles, polythenebagsThis method will help in segregation ofwaste at the source.7. The Mobile vans will have an attachedgarbage disposal equipment, wherethe villagers will empty their dustbins . To you it may be "Shit", To us it is "Money" 7
  8. 8. Sources Of Revenue1. Pay-As-You-Shit (PAYS) model. The 5. Human excreta can be used to farmers will be charged a small payment generate bio-gas in Bio-gas plants. for using the sanitary services. 6. Farmers using our sanitation facilities2. Advertisement of the local businesses will be given certification, this on the Mobile Toilet Van. Moreover HUL certification can be leveraged by and P&G have come up with a range of farmers while selling their crop yield, rural products, they are also target saying that they live in a healthy customers for advertisement. surroundings., and hence produce3. The solid dry waste recovered from the better quality crop. They will be able to farmers dustbins like glass, paper, charge better from the retail chains like plastic etc can be sold to the recycling reliance fresh. We as a company can industries. charge a premium on it.4. Urine collected can be used to make organic fertilizers, these organic fertilizers can be sold to people who produce organic goods. To you it may be "Shit", To us it is "Money" 8
  9. 9. Expected Cash flows per Toilet1. Average Daily revenue of approx Rs 1000 per toilet estimating around 200 persons using toilet daily and charging each of them Rs 5 for the service.2. Average monthly revenue approx Rs 30,000 per toilet.3. Average Monthly Expenditure Rs 12,000/toilet.4. Free Cash Flow/Profit per month Rs 18,000/toilet .5. Free Cash Flow/profit in 12 months Rs 2.16 lacks/toilet.*Note: We have only used the earning’s though PAYS model in this example. To you it may be "Shit", To us it is "Money" 9
  10. 10. Final Outcome1. Creating a community of certified 5. Employment Generation, the people forsanitation pro farmers, better sanitation will running the organic fertilizer producing facilitylead to better health conditions and hence from defecate material, will be employed fromimprove the quality of the crop yield. the village itself.2. Farmers will be able to charge more fortheir crops produce, from retail chains like 6. Awareness Building, we will encourage theBig Bazaar. As the certification will hold them villagers to keep the surroundings clean andabove the rest of the farmers. spread the message that cleanliness of the city is for collective good.3. Preventing solid, liquid waste being thrownin rivers, which in turn improves the quality 7. Safe sanitation will lead to Economicand supply of water. development, improve health conditions,4. Development of sustainable sources of promote social development, and will also helprevenue for the company the environment.*Sources of revenue are discussed in detail on slide8. To you it may be "Shit", To us it is "Money" 10
  11. 11. References Team Members• http://www.wsscc.org/• http://www.susana.org/ Tarun Gupta• http://water.org/ PGDM M043• http://wateraid.org/• http://indiatoday.intoday.in• DMT Mobile Toilet Ltd. , Nigeria Rahul Gupta PGDM M109 To you it may be "Shit", To us it is "Money" 11

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