Lesson 1: Understanding Your Current Market

Start here – know where you are now

• What You’ll Do:

• Fill out the customer profile worksheet
• Create a market access map
• Reflect on who your current users are and how they access your product

• How to Use the Tools:

1. Open the Customer Profile Worksheet
   • List your top 2 customer types
   • Describe their location, income, fuel type, and usage habits
2. Draw your Market Access Map
   • Start with your business in the center
   • Show how customers currently reach your product

Next Action: Move to Lesson 2 only after completing both tools.

Lesson 2: Identifying New Customer Segments

Find new groups of users you can serve

What You’ll Do:

• Explore new user segments using the New Customer Segment Explorer
• Evaluate which segment fits best using the Segment Evaluation Checklist
• Build a detailed profile of your chosen group

How to Use the Tools:

1. Review the New Customer Segment Explorer
   • Add at least 3 potential user groups
2. Use the Segment Evaluation Checklist
   • Pick the most promising segment based on need, access, and fit
3. Fill out the Customer Segment Profile Template
   • Gather insights on their cooking habits and needs

Next Action: Once you’ve selected and profiled a new segment, move to Lesson 3.

Lesson 3: Conducting Competitor Analysis

Know who else is in the market and how to stand out

What You’ll Do:

• Identify main competitors using the Competitor Identification List
• Compare offerings using the Competitor Comparison Matrix
• Define what makes your business unique

How to Use the Tools:

1. Complete the Competitor Identification List
   • Name 2–3 businesses offering similar products
2. Use the Competitor Comparison Matrix
   • Rate your product vs. others on key features like price, design, service
3. Fill out the Unique Value Proposition Worksheet
   • Clarify why customers should choose your stove

Next Action: After analyzing your competition, proceed to Lesson 4.

Lesson 4: Choosing the Right Distribution Channels

Decide how to get your product into users’ hands

What You’ll Do:

• Explore common distribution methods using the Distribution Channel Options Overview
• Match channels to your target segment using the Channel Fit Checker
• Plan a small test using the Test Channel Action Plan

How to Use the Tools:

1. Read the Distribution Channel Options Overview
   • Learn pros and cons of direct sales, agents, NGOs, etc.
2. Use the Channel Fit Checker
   • Choose the best match for your target segment
3. Fill out the Test Channel Action Plan
   • Define where, when, and how you’ll test the channel

Next Action: Test your chosen channel before moving to promotion.

Lesson 5: Social Media Marketing for Promotion

Promote your product using digital tools

What You’ll Do:

• Set up basic profiles using the Social Media Platform Setup Checklist
• Plan weekly content using the Content Calendar Template
• Create engaging videos using the Simple Video Script Template

How to Use the Tools:

1. Complete the Social Media Platform Setup Checklist
   • Start with Facebook or Telegram if new to social media
2. Use the Content Calendar Template
   • Plan at least 2 posts per week for 2 weeks
3. Try the Simple Video Script Template
   • Record a short video showing your stove in action

Next Action: Launch your first post and begin tracking engagement.

Lesson 6: Monitoring Customer Feedback

Keep improving by listening to users

What You’ll Do:

• Collect feedback using the simple feedback form
• Organize responses in the feedback summary log
• Track improvements using the before & after impact tracker