| 1. | Identification of Need | ||||||
| 2. | Team Objectives | ||||||
| 3. | Research Methodology | ||||||
| 4. | Country Specific Insights
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| 5. | Briefing Book Layout |
The goal of this project is to bring LED light fixtures to targeted areas in the developing world.Through its research, this team has identified the populations within China, India, and Mexico that would reap the greatest benefits from the deployment of such a light. These potential markets were chosen on the basis of location, stage of economic development, and availability of partnerships.
The objectives of this team were threefold: to identify and understand the users, to develop business models allowing for a sustainable distribution system, and to determine the basic technical specifications and limitations associated with LEDs and various energy sources. The first objective -- to identify and understand the users -- was in many ways an overarching goal. The team's initial step was to answer the questions, "Who are the users, where do they live, and what are their needs?" Upon answering this question, the team was able to progress towards a thorough understanding of the needs of these specific users. Having this solid foundation of empathy then allowed the team to develop business models and technical specifications that directly took into consideration the conditions and opportunities associated with the users' various lifestyles. A final byproduct of the team research was the identification of potential business, governmental, and NGO partners.
Next quarter's graduate team should be able to use our compiled research insights towards the actual development of the lighting system and business plans for deploying it.
The bulk of the team's research time was spent towards identifying and understanding the users. In addition to evaluating print material such as journal articles, the team spent a significant portion of its time interviewing field experts in our various areas of research. Examples of field experts include anthropologists, Peace Corp volunteers, professors, governmental department heads, and citizens of our target countries. A list of these contacts will be passed on to next quarter's team.
China has experienced great economic growth in the past decade, but this increase in wealth has not been distributed evenly within the country. In such a segmented economic landscape, the team has identified three major groups of potential users. The first is the urban dweller, who will generally have electricity, but may want a flashlight for temporary blackouts. The second is the rural user, who is on either a national electric grid, or on a local electric grid powered by small hydro generators. Since this user suffers from unreliable and expensive electricity, our light would provide cost-effective backup lighting for this user. The third user is a rural dweller who lives in remote areas where there is no electric grid. These users would require a full package including a power generator and lamp. There are many opportunities for leverage of sales, distribution, and marketing with both governmental and businesses in China.
Eighteen thousand rural villages in India currently lack electricity. In recognition of this fact, the Indian government is in the process of bringing some sort of light source to the rural areas. Our LED light fixtures could be the right product for the government. India's political and economic stability, relatively strong infrastructure, and established manufacturing centers also present a beneficial environment for a new business venture. Indians welcome new technology, especially if it will help in their children's education. Thus, India provides both a market, and also the possibility of governmental support.
Mexico has a large population of potential users: approximately 800,000 individuals currently do not have electricity. Through research into renewable energy and experimental pilot projects, the Mexican government is now focusing on ways to improve electrification and lighting within the country. Thus, our project fits in with the country's current priorities. Mexicans are also very receptive of technology, and will enjoy using our light to better their lifestyle and social standing within their respective communities. With a significant industrial sector and labor force, Mexico also presents itself as a viable manufacturing or assembly site.
The briefing book is divided into three main country sections focused on China, India and Mexico. Each of these three sections includes country-specific information on general infrastructure, users, and possible business models. Each country is further segmented with highlights on specific states or districts that appear to be the best target markets.