Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

Women 23-55 in Cameroon who manage household cooking and need a cheaper, cleaner stove than charcoal or firewood.
Often wives or mothers in urban and peri-urban homes, seeking lower fuel spend, less smoke, faster cooking, and easy fuel access.

Audience Type

B2C
Low-income households
Wives and mothers managing daily cooking
Urban and peri-urban families
Smallholder farming households using crop waste

Needs – Primary Buying Considerations

Lower daily cooking fuel costs
Reduced smoke and soot indoors
Faster cooking with reliable heat
Affordable upfront purchase price
Easy access to local biomass fuel
Safe, simple stove operation
Durable product with low maintenance
Trust in after-sales support and training
Cleaner home environment and better family health

Demographics

Age Range: 23-55
Gender: Primarily female
Geography: Cameroon, especially urban and peri-urban areas
Income Level: Low-income to lower-middle-income households
Profession: Homemakers, petty traders, farmers, and informal workers

Psychographics

Lifestyle: Budget-conscious, family-centered, practical, and resourceful
What they value: Savings, convenience, family health, reliability, and fuel availability
Pain Points: High charcoal costs, smoke exposure, soot, slow cooking, and fuel scarcity
Buying Behavior: Price-sensitive, trust-driven, compares options, influenced by demos and word of mouth

Secondary Target Market

Smallholder farming families and rural-adjacent households with access to palm kernel shells, rice husks, or pellets.
They value turning farm waste into low-cost cooking fuel.
They are motivated by savings, convenience, and reduced dependence on purchased charcoal.
They may include male household heads who approve larger household purchases.

2. My Message to My Target Audience

Refined Elevator Pitch

Bright Village provides Cameroonian families with cleaner, cheaper cooking through a biomass stove that turns farm waste into blue-flame heat, so they can feed their homes with less smoke, less cost, and more peace of mind.

Understanding Their Pain Points

Cooking with charcoal and firewood is costly, smoky, and harmful
Families rely on dirty fuels that are slow, messy, and hard on the home
Smoke affects health, fuel drains income, and wood use harms forests

Transformation

Cook faster with less fuel and lower daily cooking costs
Enjoy a cleaner kitchen and breathe easier at home
Save money, protect family health, and rely on accessible local fuel

Unique Selling Proposition (USP)

Turns local farm waste into a clean blue flame with very little smoke
Costs less to run than charcoal and firewood for everyday cooking
Includes 6 months of free maintenance for added trust and convenience

Brand Values & One-Liners

Make your gas at home
Cut your cooking cost by half
Clean cooking for healthier families
Local fuel. Lower cost. Less smoke.
A greener way to cook every day

Tone

Warm, practical, and hopeful. Bright Village should feel trustworthy, empowering, and easy to choose.

Hero Text Idea

Flag Text: For Cameroonian Homes
Main Headline: Cook with less smoke, less cost, and fuel made from local waste.
Sub Headline: The Bright Village stove turns farm waste into clean blue-flame heat. Feed your family for less while protecting your health and your budget.
CTA: Book a demo today

3. The Media I Will Use to Reach my Target Market

Website

Keep mobile-first design; buyers likely discover via phone-first browsing
Add WhatsApp click-to-chat on every page for demos and questions
Replace generic hero with savings, smoke reduction, local fuel message
Add demo booking CTA above the fold: Book a home or market demo
Add proof section: live flame photos, cooking videos, user testimonials
Add FAQ on fuel types, safety, cost savings, maintenance, battery use
Add pages for Douala, Yaoundé, Bafoussam, Bamenda, Bertoua demand capture
Add lead form fields: area, fuel used now, family size, phone number
Track WhatsApp clicks, call clicks, form fills, demo bookings, page scroll
Add Facebook Pixel and Meta Conversions API for future retargeting

Social Media

Focus on Facebook; strongest reach for Cameroonian household decision makers
Use WhatsApp Business for lead capture, follow-up, and referral sharing
Use TikTok for short stove demos and before-after smoke comparisons
Use YouTube Shorts for cooking speed tests and customer testimonials
Post Facebook 4x weekly: demos, savings tips, testimonials, FAQs
Post TikTok 3x weekly: blue flame shots, fuel loading, cooking challenge
Post WhatsApp Status daily with demos, offers, locations, customer proof
Create content in English, French, and local voiceover where possible
Film real women cooking familiar meals, not polished studio content
Run monthly Facebook Live demo with Q and A on cost and safety

Paid Advertising

Start with Meta lead ads targeting women 23-55 in urban and peri-urban zones
Use Click to WhatsApp ads for demo booking and price inquiries
Target Douala, Yaoundé, Buea, Bamenda, Bafoussam, Garoua first
Use interest targets: cooking, motherhood, home savings, farming, charcoal
Build ad angles: cut fuel cost, less smoke, faster cooking, local fuel
Retarget video viewers and page engagers with demo offer ads
Use small daily budget to promote market-day demos in each town
Test carousel ads showing charcoal pain vs blue flame solution
Avoid Google Search first; demand is education-led, not high-search intent

Content Recommendations

Show side-by-side test: charcoal vs Blue Flame cooking the same meal
Explain how palm kernel shells and rice husks become cooking fuel
Film customer story: weekly fuel spend before and after switching
Create safety explainer: how to light, use, and maintain the stove
Post myth-busting clips: smoke, smell, heat level, battery questions
Share 30-second kitchen transformation clips before and after soot
Create husband-focused content on long-term savings and durability
Publish market-day recap videos with crowd reactions and live cooking
Turn FAQs into short reels: price, maintenance, fuel sourcing, training

Partnerships & Outreach

Partner with women savings groups and njangi groups for group demos
Partner with churches and mosque women fellowships for community demos
Partner with local farmers co-ops using palm shells or rice husks
Partner with agro-processors generating biomass waste for fuel supply ties
Partner with microfinance groups for pay-over-time purchase pilots
Partner with LPG retailers to target households priced out of gas refills
Partner with community health workers on smoke reduction education
Partner with NGOs in clean cooking, climate, and livelihoods programs
Target municipal councils running sanitation or climate awareness events
Build referral program for market women and existing buyers

SEO and Content

Target keywords: biomass stove Cameroon, clean cookstove Cameroon
Target keywords: cheap cooking stove Cameroon, charcoal alternative Cameroon
Create pages on cooking cost savings vs charcoal and firewood
Publish city pages for stove demo and delivery in top Cameroon cities
Write blog: how to cook with palm kernel shells in Cameroon
Write blog: best alternative to charcoal for low-income homes
Write blog: reduce kitchen smoke in Cameroon homes
Add schema for local business, FAQs, products, and reviews
Set up Google Business Profile if showroom, office, or service area exists

Directories

Create and optimize Google Business Profile for local discovery and trust
Apply to Global Alliance for Clean Cookstoves ecosystem listings
List on Better Cooking Company style clean cooking partner directories
Join local Chamber of Commerce member directory in target cities
List on relevant Cameroon business directories and yellow pages sites
Seek NGO and donor vendor rosters for clean energy suppliers

Publications

Pitch Business in Cameroon on local clean energy and household savings
Pitch Cameroon Tribune on women, health, and affordable cooking angle
Pitch Journal du Cameroun on innovation using agricultural waste
Pitch Ecofin Agency on climate and low-income energy access story
Pitch local radio news sites covering household cost of living topics
Offer data-led story on charcoal costs vs biomass savings in cities

Offline and Local Media

Run live cooking demos in markets on peak market days
Demo at church compounds after services with women group leaders
Demo in quarter meetings, njangi gatherings, and community centers
Place posters near charcoal sellers, mills, agro shops, and water points
Use branded aprons and table banners at demos for trust and recall
Give flyers with WhatsApp number, price, fuel types, and demo dates
Offer refer-a-neighbor incentives after each in-person demonstration
Use local radio spots in French, English, and pidgin for key towns
Pitch radio talk shows on smoke, savings, and clean cooking education
Attend agriculture fairs and local trade fairs with live fuel examples

Online Events

Host Facebook Live demos twice monthly with live cooking and Q and A
Run WhatsApp group demo sessions for leads collected at markets
Host short webinars for NGOs, churches, and women groups on clean cooking

Online Networking

Join Cameroon Facebook groups for mums, buy and sell, and home savings
Join city-specific groups for Douala, Yaoundé, Buea, Bamenda households
Engage in farming groups discussing palm kernel shells and rice husks
Participate in diaspora-led Cameroon groups for gift purchases to family
Monitor local Reddit and African climate communities for partnership leads

Cold Outreach

Message women group leaders to book 20-minute live cooking demos
Contact church administrators for post-service demonstration slots
Email NGOs focused on clean energy, women, health, and livelihoods
Contact rice mills and palm processors for biomass fuel supply partners
Reach out to microfinance officers for bundled financing discussions
DM market association leaders to schedule demo booths on busy days

During (Lead)

1. My Lead Capture System

Lead Magnet

Fuel Savings Calculator for charcoal vs Blue Flame stove costs
Captures savings-driven buyers comparing daily cooking costs
Free Demo Booking for home, church, market, or njangi groups
Best for trust-driven buyers needing proof before purchase
Clean Kitchen Checklist for reducing smoke, soot, and coughing
Appeals to mothers focused on health and cleaner homes
Biomass Fuel Guide for palm shells, rice husks, and pellets
Helps farmers and peri-urban homes see fuel access options
3-Minute Quiz: Can your home cut cooking cost by half?
Segments by fuel type, city, and readiness to buy

Tripwire Offer

Reserve a live demo slot with a small refundable deposit
Filters serious buyers and reduces no-shows for demos
Starter fuel pack with stove demo for first-time households
Lets buyers test flame, speed, and fuel convenience
Group demo booking for women associations with bonus fuel sample
Drives bulk leads from churches, njangi, and market groups

Welcome Sequence

Day 0: Send WhatsApp welcome with lead magnet and demo link
Day 0: Share 30-sec video of blue flame vs charcoal smoke
Day 1: Ask current fuel used, city, and family size
Day 2: Send savings example based on charcoal spend
Day 3: Share testimonial from local mother or farmer household
Day 4: Send FAQ on safety, maintenance, and fuel sourcing
Day 5: Offer demo booking with limited weekly slots
Day 7: Follow up by WhatsApp call for hot leads
Trigger sales call when lead clicks demo link twice

Segmentation

Tag by city: Douala, Yaounde, Buea, Bamenda, Bafoussam, Garoua
Tag by fuel used now: charcoal, firewood, LPG, mixed
Tag by lead source: Facebook, WhatsApp, market demo, referral
Tag by buyer type: mother, wife, farmer, group leader, husband
Tag by access to biomass: palm shells, rice husks, pellets, none
Tag by intent: info only, demo booked, ready to buy, follow-up later
Tag by language: English, French, pidgin
Score hot leads by demo booked, reply speed, and budget fit

Chatbot and Automation

Add WhatsApp click-to-chat on every page and landing page
Use 4-question pre-qualifier before human follow-up
Ask location, current fuel, family size, and demo preference
Auto-send brochure, pricing range, and demo calendar link
Route hot leads to founder for same-day WhatsApp call
Route group demo requests to outreach pipeline
Set missed-form reminder after 2 hours by WhatsApp
Send post-demo reminder with offer and 6-month maintenance bonus
Use simple CRM like Airtable or HubSpot Free for lead tracking
Track source, tags, demo status, close rate, and follow-up dates
Add Meta Pixel and Conversions API for retargeting later
Track form fills, WhatsApp clicks, calls, and demo bookings

2. My Lead Nurturing System

Marketing CRM

Start with HubSpot Free for forms, contact tags, and simple automation
Use HubSpot lists for city, fuel type, language, and demo status
Connect website forms to HubSpot via native form embed or Zapier
Add Airtable as field-sales tracker for demos, deliveries, and follow-up notes
Use WhatsApp Business for fast replies and broadcast follow-ups
Upgrade to Brevo if email and SMS volume grows beyond HubSpot Free limits

Sales CRM

Track pipeline in Airtable or HubSpot deals: New Lead to Delivered
Stages: New, Qualified, Demo Booked, Demo Done, Offer Sent, Paid, Delivered
Create handoff rule: hot lead after demo or 2 pricing replies goes to founder
Log objections by tag: price, fuel access, spouse approval, trust, safety
Set next follow-up date on every lead to avoid cold prospects going stale

Automated Follow-Ups

Day 0 WhatsApp: thank you, lead magnet, brochure, and demo booking link
Day 0 WhatsApp: 30-sec blue flame vs charcoal smoke video
Day 1 ask 4 qualifiers: city, current fuel, family size, preferred demo type
Day 2 send savings example based on charcoal or firewood spend
Day 3 send testimonial from a mother or farmer household
Day 4 send FAQ card on safety, fuel types, battery use, and maintenance
Day 5 send demo CTA with weekly market or home demo slots
Day 7 founder call for leads who clicked twice or replied with price interest
Post-demo after 2 hours: recap, price, 6-month maintenance bonus, close CTA
Post-demo after 24 hours: objection handling for spouse, trust, and fuel access
Post-demo after 72 hours: urgency message tied to next demo route or stock batch
No-response reactivation at 14 days with new demo date and fresh testimonial
Missed form reminder after 2 hours via WhatsApp if form not completed
Trigger referral ask 7 days after delivery with neighbor or njangi incentive

Newsletter

Use WhatsApp broadcast 2× monthly instead of email at this stage
Segment broadcasts by city, language, and fuel type used now
Content pillar: cost savings examples vs charcoal and firewood
Content pillar: health benefits from less smoke and soot
Content pillar: customer demo clips and before-after cooking tests
Content pillar: fuel education on palm shells, rice husks, and pellets
Content pillar: demo calendar for markets, churches, and women groups

Retargeting & Ads

Meta retargeting for video viewers, site visitors, and WhatsApp engagers
Objective: book demos, not direct purchase, due to education-led sale
Run Click-to-WhatsApp ads with city-specific demo dates
Retarget leads who opened form but did not book a demo within 7 days
Use testimonial creative for warm audiences and savings proof for hot leads
Start with Douala and Yaounde where demo density can be higher
Add Meta Pixel and Conversions API to track leads and demo bookings

Social Media and Content

Facebook 4× weekly with demos, FAQs, testimonials, and savings stories
WhatsApp Status daily with flame clips, demo times, and customer proof
TikTok 3× weekly showing smoke comparison and local meal cooking speed
YouTube Shorts 1× weekly repurposed from demo and testimonial clips
Post in English and French; test pidgin voiceovers for trust and reach
Feature real mothers, market women, and farmers using familiar meals
Weekly content mix: 1 demo, 1 FAQ, 1 testimonial, 1 savings proof
Monthly Facebook Live demo with Q and A on safety, fuel, and maintenance

Webinars and Events

Host Facebook Live demos 2× monthly for broad education and objections
Run WhatsApp group demo sessions 2× monthly for warm leads from markets
Book 2 to 4 local live demos monthly in markets, churches, or njangi groups
Capture every event lead with QR form or paper sheet into HubSpot same day
Send event follow-up within 2 hours while recall and trust are highest

Other Nurture Channels

WhatsApp Business is the core nurture channel for this audience
Use quick replies for price, fuel types, safety, and demo booking
Set greeting and away messages in English and French
Use labels: New Lead, Demo Booked, Hot, Follow Up, Customer, Referral
Add click-to-chat button on every page and landing page
Use simple chatbot flow with 4 questions before human handoff
Offer voice notes for low-literacy leads who prefer spoken explanations
Use SMS only for demo reminders if WhatsApp delivery fails
Create referral cards for delivered customers to share by WhatsApp

3. Sales Conversion Strategy

Sales Process

Route every lead to WhatsApp, phone call, or local demo booking within 5 minutes
Use one clear CTA: Book a home, market, or group cooking demo
Ask 4 qualifiers: area, current fuel, family size, who approves purchase
Tag leads by city, fuel type, and readiness: hot, warm, nurture
Prioritize leads who buy charcoal weekly or have easy biomass access
Offer live demo within 72 hours of inquiry to keep momentum high
Show side by side test: charcoal vs Blue Flame on a familiar meal
Let prospect touch stove, load fuel, light flame, and cook during demo
Calculate weekly fuel savings during demo using their current spend
Present total value simply: stove, training, 6 months maintenance, support
Ask for close with two options: pay now or reserve delivery slot this week
For husband approval, provide short savings script the buyer can relay at home
For group leads, close on same day with group order bonus or delivery date
Send payment instructions immediately after verbal yes to reduce dropoff
Confirm delivery date and first use training before ending the sales call
Follow up 24 hours after demo if no sale with savings recap and next step
Follow up again on day 3 with testimonial, FAQ, and limited demo slot reminder
Follow up on day 7 with fuel cost comparison and maintenance reassurance
Stop cold follow up after day 14 and move lead to monthly proof based nurture

Sales Assets

Create a 1 page savings sheet: charcoal cost vs biomass cost by household size
Create demo script with 7 steps: intro, pain, proof, cook, savings, offer, close
Create objection script for price, safety, husband approval, fuel access, battery use
Create laminated flipbook for market demos with photos and key benefits
Create WhatsApp quick replies for price, fuel types, maintenance, and delivery
Create a one page buyer guide: how it works, fuel options, what is included
Create short voice notes in English, French, and pidgin for common questions
Create simple receipt and delivery checklist for trust at point of payment
Create agent SOP for lead response, booking, demo setup, close, and follow up
Create group demo checklist: table, meal, fuel samples, banner, order forms
Create comparison card: smoke, speed, fuel cost, cleaning, and soot vs charcoal
Create husband focused handout on long term savings, durability, and family health

Testimonials and Case Studies

Start with pilot users in one city and collect proof before scaling ads
Offer discounted pilot units in exchange for video testimonial and home photos
Ask 3 questions: fuel spend before, smoke before, cooking speed after
Record 30 second videos in the customer kitchen with familiar meals
Capture before after photos of pots, walls, and cooking area where possible
Turn each testimonial into quote card, short reel, and WhatsApp status post
Add testimonial block near CTA, pricing, and demo booking sections on site
Add proof to every sales asset, flyer, demo flipbook, and follow up message
Create a Wall of Love page with city, family size, and fuel used before
Collect review by phone 7 days after delivery while excitement is high
Ask best customers for neighbor referrals right after positive feedback

Conversion Rate Insights

Track 5 numbers weekly: leads, demos booked, demos held, sales, referrals
Track show rate from booked demos to improve reminders and locations
Track close rate by source: market demo, WhatsApp, referral, church, group event
Track top objections heard each week and update scripts monthly
Set starter goal: 30 percent of demos booked should be completed
Set starter goal: 20 percent of completed demos should convert to sale
Set starter goal: 15 percent of buyers should refer one new prospect
Review lost deals weekly to spot pricing, trust, or fuel access friction

Urgency and Offers

Use market day offer: free delivery in town for orders placed same day
Use launch offer: first 50 homes get a fuel starter pack with purchase
Offer group buy bonus for njangi or church groups ordering 5 or more units
Offer reserve now message: secure this week delivery before next city route fills
Use seasonal messaging before rainy season when firewood becomes harder to use
Use price rise warning only when true: next batch may cost more due to transport
Add fast mover incentive: free first training visit for buyers who pay in 48 hours
For referrals, give fuel starter refill or maintenance bonus, not cash discount

Guarantees and Risk Reversal

Position 6 months free maintenance as a major trust and risk reversal asset
Offer first use support at delivery so buyers do not fear setup mistakes
Offer 7 day guided adjustment promise for lighting or fuel use questions
Promise replacement of defective parts within stated early support window
Give printed care instructions to reduce misuse and build confidence
State clearly what fuel types work best to avoid expectation mismatch
Use line: We do not disappear after payment, we train and support you

Shock and Awe

Include a small starter pack of biomass fuel with every first purchase
Add a handwritten thank you note in local language where possible
Give a simple recipe card for first meal to cook on the stove
For group demos, gift lead host a branded apron or cooking spoon set
After delivery, send a short personal voice note thanking the family

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Confirm purchase by SMS and WhatsApp within 10 minutes
Send simple delivery checklist in French and English
Share 3-step "what happens next" voice note for low-literacy buyers
Deliver stove with branded apron, ID badge, and setup mat
Unbox with family present and explain each part hands-on
Complete first-light demo before leaving the home
Train main cook and one backup family member
Leave a one-page pictorial quick-start guide
Add buyer to 6-month maintenance support list on delivery day
Capture preferred contact method and market day availability

Communication Cadence

Day 1 WhatsApp or SMS: safe first-use reminder
Day 3 call: confirm flame quality and answer setup questions
Day 7 check-in: ask about fuel type, speed, and smoke reduction
Day 14 voice note: fuel drying and storage tips
Monthly maintenance reminder for 6 free months
Send technician ETA by SMS on service day
Missed call protocol for customers with low airtime
Use voice notes when reading ability is limited
Escalate unresolved issues within 24 hours

Client Education

Teach how to use rice husks, palm kernel shells, and pellets
Show best fuel moisture level with touch-and-feel examples
Give a pictorial safety card for children and elders
Record a short setup video during live demo for the family phone
Share cooking tips for beans, corn, and daily staples
Explain how to clean air holes and ash tray weekly
Provide side-by-side fuel cost comparison vs charcoal
Teach buyers how to store biomass dry during rainy season
Run community demo days with live cooking tastings

Personalized Touches

Include handwritten thank-you card with buyer name
Celebrate 30 days of use with savings check-in message
Send birthday or holiday greeting by SMS when possible
Surprise loyal users with free fuel scoop or storage sack
Recognize referral customers with public thank-you at demo days
Take family photo with first blue flame, with permission
Mark 6-month milestone with maintenance completion certificate

Visuals and Documentation

Take before-and-after kitchen soot photos with permission
Show first flame photo after successful installation
Keep simple service record card attached to warranty booklet
Share savings tracker card for weekly charcoal spend
Use pictorial maintenance stickers on key stove parts
Document service visits with date, issue, and fix

Feedback and Proactive Support

Ask 3 quick questions after first week of use
Rate experience with smiley-face card during service visits
Track common issues by fuel type and neighborhood
Offer free corrective visit if training was unclear
Call inactive users after 14 days to recover adoption
Create WhatsApp help line for photos, voice notes, and support
Log every complaint in a simple spreadsheet until CRM is added
Close every issue with customer confirmation message

Guarantee or Promise

6 months free maintenance clearly explained at purchase
First 7-day setup support promise for all new buyers
If our team installs it wrong, we fix it free
If a part fails in normal use, inspect within 72 hours
Promise practical training until customer can light it confidently

Operational Excellence

Offer delivery windows that fit school runs and market days
Technicians wear clean branded shirts and closed shoes
Arrive with spare parts, tools, and cleaning brush
Use a standard 20-minute setup and training checklist
Test airflow, flame, and pot fit before leaving
Leave cooking area cleaner than before setup
Support service in local language where possible
Keep pricing, maintenance terms, and contacts printed clearly
Map service routes weekly to reduce delays and costs

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Replace 6 months free maintenance with 12-month paid care plan after month 6
Offer annual maintenance plan with 1 tune-up, cleaning, and priority repairs
Give 10% discount for prepaying 2 years of maintenance at purchase
Add low-cost extended warranty for fan, ignition, and critical stove parts
Create family service contract covering stove checks every 4 months

Upsells & Cross-Sells

Sell starter fuel bundle with pellets or shells for first 30 days
Add pot stand, ash scoop, fuel scoop, and storage container upsell
Offer premium training visit for fuel prep, lighting, and safe daily use
Sell replacement fan, battery pack, and ignition parts before failure
Add paid deep-clean service after month 6 to restore performance
Cross-sell bulk biomass fuel delivery to urban and peri-urban homes
Offer referral bonus as free fuel credits for each confirmed buyer

Bundling & Packaging

Create Good Better Best stove packages with service and fuel included
Basic: stove plus training plus 6 months maintenance
Standard: Basic plus starter fuel plus accessories kit
Premium: Standard plus 12-month care plan plus priority support
Bundle stove with 3-month fuel supply at a lower combined price
Offer harvest-season bundle for farming homes with fuel drying kit

Loyalty & Retention Programs

Launch Bright Kitchen Club for repeat fuel and service buyers
Give 1 free fuel bag after every 5 fuel purchases
Reward on-time maintenance visits with small spare-part credits
Create VIP tier for customers buying annual care plus fuel bundles
Give anniversary rewards at 6 and 12 months to trigger reorders
Offer household upgrade credits toward second stove purchase

Custom Services and Personalization

Provide first-use setup visit tailored to each kitchen and fuel source
Recommend best local fuel type by area: shells, husks, or pellets
Offer paid home retraining for new family members using the stove
Create farmer package with guidance on drying and storing crop waste
Add white-glove delivery, setup, and cooking test for higher tier buyers

Pricing Strategy

Use installment plans for upgrades, fuel bundles, and care plans
Price annual care plan below cost of 2 emergency repair visits
Offer small discount when fuel delivery is subscribed monthly
Raise Premium package price if white-glove setup and priority support sell well
Compare charcoal spend by city and price bundles to show monthly savings
Test higher pricing in urban zones where charcoal costs are highest
Include spare-parts subscription for predictable monthly revenue

Customer Data and Insights

Track purchase date, fuel type, household size, and area in a simple CRM
Record each service visit to flag frequent issues and upsell parts
Call customers at 30, 90, and 180 days to spot churn risk early
Tag buyers by urban, peri-urban, and farming household segments
Track fuel reorder timing to predict next purchase and send reminders
Measure usage issues, repair rates, and top reasons for non-renewal
Use WhatsApp lists for maintenance reminders and refill follow-up

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Give referrers CFA 2,000 cash after each delivered sale
Or give 1 month fuel credit after each successful referral
Give referees CFA 2,000 off plus free home demo
Give both sides a bonus after 3 paid referrals
Offer a family bundle discount for neighbor group purchases
Add free pot stand or starter fuel pack for referred buyers

Shareable Assets

Print pocket referral cards with buyer name and phone
Add unique referral code stickers to each stove
Create WhatsApp referral text in French and English
Record short customer video scripts for easy sharing
Make before after smoke reduction photo cards
Use demo day flyers customers can hand to neighbors
Create simple landing page with referral form and map pin

Timing and Triggers

Ask at delivery after setup and first successful cooking demo
Ask again after 7 days when savings are first felt
Ask after maintenance visit if customer is satisfied
Ask when customer says smoke is lower or cooking is faster
Ask after neighbor interest during live home cooking
Train staff to ask for 2 names before leaving each happy home
Track referrals in a simple spreadsheet by customer and village

Client Success Stories

Collect 30 second phone videos from early happy users
Use a simple script: cost before, cost now, smoke difference
Feature mothers, traders, and farming households
Share stories in WhatsApp status and demo presentations
Print mini testimonial sheets for field reps
Reward each approved testimonial with fuel starter pack

Referral Contests

Run monthly top referrer challenge by quarter or neighborhood
Prize ideas: free fuel, cookware set, cash, or maintenance extension
Give public shoutouts at demo days and on WhatsApp status
Create first 10 referrals club for launch momentum
Offer team prize for women groups with most buyers

Partner or Affiliate Programs

Recruit market women as community referral ambassadors
Partner with farmer groups where biomass waste is available
Partner with church women groups and savings groups
Give partners a fixed fee per delivered stove sale
Provide each partner a code, flyer, and demo invite pack
Review partner results monthly using a simple ledger

Thank-You Experience

Send thank you SMS after every successful referral
Give handwritten thank you card at next service visit
Surprise top referrers with branded apron or cooking gift
Recognize super referrers as Bright Village Champions
Invite top referrers to host neighborhood demo days

Bright Village

Your 1-Page Marketing Plan is Ready!