LUNALIFE
34
Implementation Continued
This is also when we will implement the referral program to start recruiting more LunaWarriors. We will offer discounts on products or prizes to our existing saleswomen to encourage them to sign up other women to join the program. Our sales model is dependant on economies of scale, therefore we will need as many saleswomen as we can hire. This will allow us to reach more first time buyers and start making a profit.
To reach even more buyers, Lunapads must reach other target segments, even though the BOP is our main target. We can achieve this by selling our products online and shipping directly from Canada. Construction and development of an e-commerce channel for the Indian market should be started at this time. This way we can reach other markets without our direct selling strategy. Targeting markets with higher income will mean a different pricing strategy, seeing as the one we have now is meant for women who can barely afford food.
1 ½ years
Lunapads will have grown enough to be able to expand to other cities in India. The best cities for doing business have been identified as Hyderabad and Jaipur. They have the highest populations while still being manageable for a start-up business. Partnering with the Indian government will also allow Lunapads to bring our products to more ruralcommunities. This will require extensive research and planning for logistics and monitoring (George, 2016). We will use experienced LunaWarriors to train women in the new locations, so they can pass on first hand knowledge and make the training process easier on the whole team. Around this time, we should also be ready to begin online sales as a compliment to our original strategy.
2 Years
Lunapads can consider entering local grocery store chains and specialty shops at this point in time if it still fits in with the company strategy. We can always reevaluate the strategy as we evolve with our product and the market. Hopefully in 2 years, we will be ready and confident enough in our strategy and saleswomen to expand into Mumbai, the biggest city in India.