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Developing a Route-to-Market Model to Service Micro-Retailers - PowerPoint slides

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Developing a Route-to-Market Model to Service Micro-Retailers - PowerPoint slides

Tielman Nieuwoudt
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In this PowerPoint presentation ( V.5 220+ slides), I discuss each step in analysing, designing, piloting, and scaling a route-to-market model to service micro-retailers. I share 18 tools to analyse the market and design processes. The presentation also includes 35 case study snapshots of companies and startups in Africa, Asia and Latin America — employing business models to service micro-retailers.

Company case studies: Coca-Cola (Ethiopia), Hindustan Unilever (India), Bel Group (Vietnam), Mi Tienda (Mexico), Bonafort (Mexico), Hapinoy (Philippines), Alibaba (China), Bukalapak (Indonesia), Reliance (India), Udaan (India), Jumbotail (India), Sokowatch (Kenya), MaxAB (Egypt), Twiga Foods (Kenya), Copia Global (Kenya), TradeDepot (Nigeria), Zande (South Africa), A2Pay (South Africa), Shopit (South Africa), Tribanco (Brazil), Unilever & Mastercard's Jaza Duka (Kenya), Nomanini (South Africa), Selpal (South Africa), Tanda (Kenya), Warung Pintar (Indonesia), Figjam (Zimbabwe), GrabKios (Indonesia), Chiper (Colombia), Frogtek (Colombia), Tienda Pago (Colombia), iZettle (Mexico), Khatabook (India), Algramo (Chile), Fan Milk (Ghana), and Optimetriks (Kenya).

The presentation is for you if...

- You work in informal markets and with micro-retailers

- You need a better understanding of informal markets and micro-retailers

- You want a better understanding of route-to-market in emerging market

- You need a step approach to design and launch a route-to-market model

- You require the tools to evaluate informal markets

- You are interested in case studies of companies and startups servicing emerging markets

- You are interested in how technology and ecommerce are changing informal markets

About the author

Tielman Nieuwoudt is a consultant focused supply chain, last-mile logistics, and informal retail service models in emerging markets. He has more than two decades of personal and professional experience — working, living and travelling across more than a hundred countries, primarily in emerging economies in Africa, Asia, Latin America and the Middle East.

He has also been involved in a number of medical logistics, inclusive business, and M4P projects focused on SMEs and BoP. He is a regular blogger and has also contributed to Strategic Marketing Africa, How We Made It In Africa and Logistics Insight Asia publications.

Country assignments include:

Algeria, Bangladesh, Brazil, Burundi, Cambodia, China, Colombia, East Timor, Egypt, Ethiopia, Ghana, Guinea, India, Indonesia, Iran, Kenya, Laos, Mauritius, Mozambique, Namibia, Nepal, Nigeria, Philippines, Rwanda, Singapore, Sri Lanka, South Africa, South Korea, South Sudan, Tanzania, Thailand, UAE, Uganda, Vanuatu, Vietnam & Zambia.



Retail: Micro-retail overview in developed and emerging market countries

Retail: Differences between traditional trade and modern trade

Retail: Emerging market retail classification by sales contribution

Retail: Definition of micro-retailers

Retail: Challenges of servicing micro-retailers in emerging markets

Retail: The value micro-retailers provide to their customers

Retail: The benefits of servicing micro-retailers for manufacturers


Route-to-Market: What is a Route-to-Market plan?

Route-to-Market: 8 Components that could influence your route-to-market plan

Route-to-Market: phases - Analysis, design & enablers, pilot, and scale

Roadmap Overview

Map Overview: 18 components of the analysis map

Map Overview: 16 components of the design map & 10 enablers

Map Overview: Components of the pilot and scale phases


Analysis: Strategic intent to service micro-retailers

Analysis: Key questions to answer prior to implementing a strategy to service micro-retailers

Analysis tools: Internal discussions and staff interviews

Analysis tools: Desk research

Analysis tools: Market visits

Analysis: Market visit checklist

Analysis: Consumer insights

Analysis: Shopper insights

Analysis: The difference between shopper insights & consumer insights

Analysis tool: Focus groups

Analysis tool: Ranking values

Analysis: Retail channels

Analysis tool: Types of traditional channels

Analysis tool: Channel segmentation

Analysis: Open markets & feeder markets

Analysis tool: Product flow

Analysis tool: Customer satisfaction survey

Analysis tool: Benchmarking

Analysis: Benchmarking types

Analysis: Benchmarking distribution models

Analysis: Key issues affecting your product decisions

Analysis: Product learnings from emerging markets

Analysis tool: Price mapping

Analysis: Infrastructure considerations

Analysis: Infrastructure challenges in emerging markets

Analysis: 3rd Party logistics providers

Analysis: 3rd Party logistics questions & issues to consider

Analysis: Distributor overview

Analysis: Distributor's sales processes

Analysis: Distributor infrastructure

Analysis: Wholesaler overview

Analysis: Wholesaler's sales processes

Analysis: Wholesaler issues to consider

Analysis tool: Distribution partner selection

Analysis: Distribution partner selection criteria

Analysis: 3rd Party logistics partner checklist

Analysis: Distributor problems and how to avoid them

Analysis: Regulations to consider

Analysis: Working with government and NGOs

Analysis: Benefits of collaboration between businesses, government, and non-profit organisations


Design: Route-to-Market processes for servicing customers

Design: Evaluate territory and infrastructure

Design: Distribution decisions

Design: Route-to-Market distribution options & customer service

Design: Principles of working with 3rd parties

Design: Cost to serve of the distribution model

Design tool: Outlet survey

Design: Outlet survey questions

Design: Outlet recruitment

Design: Order management overview

Design: Order management key questions

Design: Order generation process

Design: Outlet development overview

Design: Outlet development activities

Design: Collection

Design: Logistics

Design: Warehouse & inventory control

Design: Assessing warehouse 3rd parties

Design: Transportation

Design: Outsourcing transportation to 3PLs

Design: Issues to consider when designing your service delivery

Design tool: Routing

Design tool: Time motion study

Design: Execution

Design: Merchandising & equipment management

Design: Merchandising key questions

Design: Product placement issues

Design: Merchandising activities

Design: Equipment management considerations

Design tool: Channel standards

Design tool: Compliance

Design: Sales metrics


Enablers tool: Key performance indicators

Enablers: KPI questions

Enablers tool: Process mapping

Enablers: Process standardisation

Enablers: Routines

Enablers: Basic sales routines

Enablers: Technology

Enablers: Technology impacting micro-retail

Enablers: Finance support

Enablers: Financial challenges faced by micro-retailers

Enablers: Human resources

Enablers: Overview of salesforce responsibility

Enablers: Remuneration & incentives

Enablers: Training & coaching

Enablers: Types of sales training programs

Enablers: Training principles

Enablers: Coaching steps

Enablers: Steps in the sales call

Enablers: Collaboration

Enablers: Areas of collaboration


Pilot: Pilot overview and steps

Pilot: Project pilot checklist


Scale: Scale overview

Scale: Barriers to scale

Scale: Overcoming barriers

Case Studies

Case studies: 35 case study snapshots

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Content slides
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