Course Content
Step-by-Step Guide
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Course Guide
Lesson 1
Understanding your current market means knowing who your existing customers are, how they use your product, where they buy it, and why they choose your brand over others.
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Understanding Your Current Market
Template: Customer Profile Worksheet
Lesson Quiz
00:05:00
Lesson 2
Identifying new customer segments means discovering untapped user groups based on location, income level, fuel preference, or usage habits.
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Identifying New Customer Segments
Template: Identifying New Customer Segments
Lesson Quiz
00:05:00
Lesson 3
Conducting competitor analysis means identifying other businesses offering similar products and understanding their strengths and weaknesses so you can position yourself more effectively.
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Conducting Competitor Analysis
Template: Conducting Competitor Analysis
Lesson Quiz
00:05:00
Lesson 4
Choosing the right distribution channels means selecting the best methods to deliver your product to your target customers efficiently and affordably.
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Choosing the Right Distribution Channels
Template: Choosing the Right Distribution Channels
Lesson Quiz
00:05:00
Lesson 5
Social media marketing means using platforms like Facebook, Instagram, WhatsApp, or YouTube to share stories, show product benefits, and connect with potential customers.
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Social Media Marketing for Promotion
Template: Social Media Marketing for Promotion
Lesson Quiz
00:05:00
Lesson 6
Monitoring customer feedback means collecting and analyzing information from users about their experience with your product to help you improve continuously.
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Monitoring Customer Feedback
Template: Monitoring Customer Feedback
Lesson Quiz
00:05:00
Case Study
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Sample Case Study
Self-Assessment
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Assessment Checklists
Key Learning Points
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Course Take Aways
Glossary of Key Terms
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Alphabetical Reference Guide for Clean Cooking Entrepreneurs
Frequently Asked Questions (FAQs)
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Lesson FAQs
Market Expansion for Clean Cooking Businesses in Ethiopia
  • Understanding Your Current Market

Know who your current customers are, how they use your product, and how they access it. Use tools like the Customer Profile Worksheet and Market Access Map to guide your thinking.

 

 

  • Identifying New Customer Segments

Explore untapped groups such as rural households, schools, or women-led cooperatives. Evaluate which segment fits best using the Segment Evaluation Checklist and plan a small test before full rollout.

 

 

  • Conducting Competitor Analysis

Identify who else is offering similar products, compare features and prices, and find ways to stand out. Use the Competitor Comparison Matrix and Unique Value Proposition Worksheet to refine your position.

 

 

  • Choosing the Right Distribution Channels

Match your customer group to the best channel — direct sales, local agents, NGOs, retail shops, or mobile delivery. Test one method first and ensure your partners understand your product well.

 

 

  • Social Media Marketing for Promotion

Use platforms like Facebook and WhatsApp to share real-life stories, demonstrate your product, and engage users. Post regularly and track engagement to improve over time.

 

 

  • Monitoring Customer Feedback

Collect insights from users through simple forms, organize feedback in a log, identify trends, and make improvements. Track the impact of changes and celebrate progress with your team.

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