Social Products Route-to-Market Framework

I recently designed a framework for developing a Route-to-Market strategy for Social Products. The framework is based on some of work we have done in emerging markets .  See the outline and download the document (PDF) below.

What are social products?

A Social Product is not necessarily a physical offering and can also include services (e.g., medical exams). However for this framework we will focus on tangible products (e.g., condoms, vitamins). As with any consumer goods product offering, the consumer should form the center of every activity and the consumer should believe the product is a viable offering to address a need or to solve a specific problem.

What is included in the framework?

The framework includes five sections; namely Design, Sales, Logistics, Enablers and Implementation. You can download the document here or visit our web site at

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