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  • Untapped Markets: Reaching Women Smallholder Customers

    Women represent a common "missing market" that companies often fail to consider as consumers, clients, entrepreneurs, and staff. This guide helps companies understand how to build a framework for targeting women and how to market your products and services to ensure uptake. With links to tools and other resources, this guide is designed for growing businesses in emerging markets.

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  • Private Sector Provision of Rural Advisory Services

    This good practice note written by Partnering for Innovation for the Global Forum for Rural Advisory Services explores various aspects of why and how private sector companies might incorporate extension services into their service offerings in smallholder farmer markets. The note includes examples of companies that are doing this, different models of how this can work, and strengths and weaknesses for companies to consider when deciding whether or not to offer advisory services as part of their business operations.

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  • Metrics for Marketing

    A challenge with developing any product marketing campaign is to find, collect and analyze customer information. Large companies spend millions of dollars on collecting and analyzing customer information as they develop their marketing strategies in data-rich environments. What can companies in emerging markets do when customer information either doesn't exist or may be unreliable? The fact is that customer information does exist and may be right under your nose.

    View resources on using metrics for marketing

  • Bringing Seed to Market

    This study distills lessons from six partnerships in Africa to inform both private sector investors and the international donor community on past challenges and successful approaches to commercializing seed systems for smallholder farmers. It looks at challenges and solutions for each partnership, and then lays our lessons learned from across these partnerships in understanding seed market systems and operationalizing partnerships for seed technology commercialization.

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  • Segmenting, Targeting, and Positioning in Smallholder Markets

    STP is one of the most widely used strategic tools in modern marketing. The method is useful when launching a product into a new market because of its user-focused nature, emphasizing consumers' needs, to create personalized messaging. Use the STP tool to discover your customer and create a targeted product promotion strategy.

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  • Who and Where is Your Customer?

    Market assessments support business bottom lines for developing successful products and services for smallholder markets. Read this first guide to get actionable information about conducting smallholder market assessments.

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  • Defining & Communicating Your Value Proposition

    Value propositions help communicate a company’s product or service to potential customers. Read this second guide to learn how to develop and communicate your value proposition to best reach smallholder customers.

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  • Affordability & Financing Models for the Smallholder Market

    Strategies for making products and services affordable can strengthen or compromise a company’s business model. Read this third guide to find strategies for helping a product or service meet smallholder market needs

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  • Smallholder to Shareholders: A Guide to Optimizing Partnerships with the Private Sector for Smallholder Impact

    This guide lays out business models for commercializing agricultural technologies in smallholder markets. It uses case studies to illustrate how these models may work in overcoming various challenges to entering the smallholder market, such as finding distribution channels and pricing your technology for low-income customers.

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  • The Market for Small-Scale Drip Irrigation in East and Southern Africa: Opportunities and challenges to commercialization

    This study examines the market for drip irrigation products for smallholder farmers in eight countries. It examines the challenges and opportunities in each country's market in terms of the size of the smallholder market, segments of the smallholder market that are viable for drip irrigation sales, enabling environment and import policies, and public and private sector stakeholders working in drip irrigation. It provides essential information for companies considering moving into smallholder drip irrigation markets in the region, and can also be used by development practitioners working with the private sector to commercialize drip irrigation.

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  • Drip Irrigation in Smallholder Markets: A cross-partnership study

    This study compares the approaches, successes, and challenges of Partnering for Innovation's three partnerships with drip irrigation companies that aimed to commercialize drip irrigation systems in smallholder markets. It also includes a case study of a similar development project, the Tanzania Agriculture Productivity Program. Each of the companies profiled had a different approach to entering the smallholder market, and this study uses case studies to explore each one. It provides valuable information for both the private and development sectors.

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