IMAGO Global Grassroots

OVERVIEW

The Challenge: How do we scale up our client's B2B product both domestically and nationally, in a financially sustainable but socially impactful manner?

The Idea:

Domestically - To introduce tired pricing with a clearly defined service delivery model

Internationally - To be more selective in partnerships and keep geographical focus

My Role: Primary (internal and external interviews) and secondary market research, Financial forecasts, Operational costing, Pricing analysis and sensitivity, Customer profiling, Impact evaluation

THE PROCESS

1. Data gathering and analysis

Conducted ~30+ interviews with current business customers and internal staff across units and geographies
Implemented a large-scale consumer survey
Analyzed product line profitability across geographies based on activity-based costing and current pricing
Evaluated impact of B2B model on employee wellness and company performance metrics

2. Ideation Workshop

Presented analytical findings
With a cross-functional team, brainstormed ideas for what we could start, stop, and continue doing for the product to be effective but financially sustainable
With methodology and operations, determined what parts of the product were absolutely necessary for effective impact, and what parts were "nice to have"

3. Proposals and Forecasts

Based on the workshop and analysis, created proposals for pricing, product and service features, and scale-up strategy alongside COO, Program Manager, and M&E and Operations Directors
Created implementation plans for each of the proposals
Created financial forecasts and funding pitch decks for entire Client business based on new pricing and scale-up strategy, along with scenario analysis

FINAL PRODUCTS

1. Proposals and Implementation Plans

Domestic - Tiered pricing plan with clear product features for each, detailed prioritized initiatives with timeline and owners for implementation, impact evaluation framework
International - "Scalable Partner" model with distinct characteristics and pricing that will act as a screening mechanism, customer acquisition plan, and implementation protocol

2. Tools

Product line profitability model based on activity-based costing, in order to determine pricing in the future
Financial forecasting model with sensitivity and scenario analyses
"Scalable Partner" financial model to better understand customer success and customer motives
Microfinance pricing model and sensitivity analysis
Impact evaluation framework and model for B2B and microfinance products
Data gathering guides for future impact evaluations

3. Evaluations

B2B client evaluations (e.g. NPS, impact, perceptions)
Microfinance product impact evaluation