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MABS APPROACH TO AGRICULTURAL MICROFINANCE. Module 1, Session 2 Designing a Micro-Agri Product: Understanding Present Agricultural Lending. What is Market Research?. - PowerPoint PPT Presentation
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MABS APPROACH TO AGRICULTURAL MICROFINANCE
Module 1, Session 2
Designing a Micro-Agri Product: Understanding Present Agricultural Lending
Market Research 2
What is Market Research?What is Market Research?
“It is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.”
-Philip Kotler
Market Research 3
What is Market Research?What is Market Research?
• Define the objectives
• Design – determine how you will go about the market research, and what tools to use.
• Collect and process
• Analyze
• Report
Steps Involved
PRODUCT DESIGNINGINPUTS TO
Market Research 4
Why do Market Research? Why do Market Research?
• So that the bank can design and offer products and services that the market needs and wants.
• This is called “market-driven” approach versus the one known as “product-driven”.
Product vs. Market-Driven Approaches
PRODUCT-DRIVEN – produce something and try to sell it without much regard to market demand.
MARKET-DRIVEN –identify and meet clients’ needs on a profitable basis.
Market Research 5
Objectives of Market Research Objectives of Market Research in Microfinancein Microfinance
• Understand the environment in which the bank and its microfinance unit operates- Market opportunities and risks- Competition and products they offer
• Understand the microenterprise/agri sector- Identify the financial services needed by microfinance
clients • Develop products that respond to the needs of and
opportunities in the market
Market Research 6
Market Research ToolsMarket Research Tools
Product Development Product Test Product Review and Modification
Secondary data
FGD Area mapping
Satisfaction FGDs Exit surveySurvey
Market Research 7
Market Research for Product Development: Market Research for Product Development: Determining Market Size and RisksDetermining Market Size and Risks
Market Size and Risks
Research Question:
Is there sufficient market in the bank’s target area(s)? What are the risks?
If GO, proceed to Market SurveyIf NO GO, look for other siteAnd repeat the same process
Gathering
Assessment
Market
by Competitors
Secondary Data
Competitor
Market Size
Size of Market Served
Size of “Unserved”
Market
Decision Point:
Market Risks
Go/No Go
Market Research 8
Market Research for Product DevelopmentMarket Research for Product Development
Product Development and Business Planning
Research Questions:
What product (s) would be suitable?What is the potential market share of the bank?
Market Survey
Area Mapping
Assessment of Supply & Demand Characteristics
Estimation of Bank’sTarget Market share
Product Concept Design
Financial Projections
Secondary Data
“What do clients want?”Focus GroupDiscussion (FGD)
Guidelines in Conducting Market Research Guidelines in Conducting Market Research for Micro-Agri Productfor Micro-Agri Product
Use Hand-out and Survey Tables and Questionnaire
Secondary DataSecondary Data(RMA Tables 1 - 2) (RMA Tables 1 - 2)
Data Element Source• Population NSO• # of households NSO• # of Farming Households Mun.Agri. Office
Barangay Office• # of HH w/ at least 1 ME MPDO/ Brgy. Office activity• Major sources of income MPDO, interviews
Data on CompetitionData on Competition(RMA Tables 3 – 4)(RMA Tables 3 – 4)
Information• Loans: Types, terms & conditions Table 3
- Formal and informal sources• Savings: Types, terms Table 4
- Rural banks- Commercial/thrift banks- Credit unions- Paluwagan
Data on Target MarketData on Target Market(Survey Questionnaire)(Survey Questionnaire)
Profile of Target Market
1. Agricultural Activities2. Non-Agricultural Activities (Micro-enterprises)3. Credit Practices4. Savings Habits
Determining the Size & Risks Determining the Size & Risks of the Microfinance Marketof the Microfinance Market
“Know your market – know your clients”
Why Measure the Size of the Microfinance Market?
• The size of the market determines the potential scale of your bank’s microfinance operations.
• An estimate of the market size can be used to generate more realistic growth projections.
Market SizeMarket Size
• Estimation of Farming Household based on Total Number of Household
• Based on Farming Household
• Comparative Results
Estimation Procedure: Based on the Total Number Household
1. Find the total number of households from the latest census data
2. Assume that the number of households engaged in farming or agri activities as their primary source of income is 10-20% of the total
3. Estimate the number of households engaged in agri
------------------------------------------------------------------------------------------------
Example:
1. Total number of household 11,485
2. % engaged in agriculture 10%
3. Size of the Agri Household Sector = Total # of HHs * 10%
Estimation Procedure: Based on the Total Number of Farming Household
1. Get the total number of farming households from city/municipal and barangay records
2. Determine the % of farming households to the total number households
3. Assume that 10% of the active farming households are inactive
-----------------------------------------------------------------------------------------
1. Total number of farming household 1,285
2. Less: 10% inactive/land conversion 10%
3. Size of the Farming household =
Total No. of Farming HH * (1 - 10%)
Comparative Results of Two Estimation Comparative Results of Two Estimation ProceduresProcedures
Based on Number of Total Households:
1. Total number of household 11,485 X 10%
2. Size of Farming Household = 1,148
----------------------------------------------------------------------------------------
Based on Number of Farming Households:
• Total number of farming household 1,285
• Less: % of inactive/land conversion 10%
• Size of the Farming household = 1,156
Results of Estimation Procedures
• The results are initial estimates
• When the result of either estimation procedure shows a very small market potential, consider looking at another area.
• When there is a large disparity between the results of the two estimation procedures, look at the other characteristics of the area, such as:
•Are the households generally dependent on wages?
•Is the area predominantly commercial? or
•Are data on the number farming household incorrect?
1. Draw a road map of the barangay
• Invite key informants to help draw a map
• Divide the area of assignment, distribute the work among interviewers
• Color code or use numbers in identifying the households with agri activities
2. When area mapping is not possible, get a list of farmers from the barangay office. Randomly choose respondents from the list.
Area Mapping
1. Interview adult respondents from three barangays
• Total # of respondents (municipal) - 150
• Total respondents/Brgy. - 150 / 3
• Desired number of respondents/Brgy. - 50
2. Get the total # of farming HH per brgy.
• Total Farming HH in a Brgy. - 200
• Divide by # of desired respondents - 50
• To be interviewed based on list or map – 4
(choose every 4th HH, or 4th farmer in the list as respondent)
Conducting the Survey
Assessing RisksAssessing Risks
• Risks from competition
• Risks to household incomes
• Risks to the farm
• Other risks
Assessing Risks from Competition
The bank’s risk from competition can come from:
• Institutional lenders active in lending to small farmers in your target area (such as other banks, cooperatives, NGOs, government agencies)
• Informal lenders
You will use RMA Tables 5 & 6 to gather information about the competition and the loan and savings products they offer.
Give particular attention to Microfinance Institutions (MFIs) that are active in your target area.
If the present client outreach of the MFIs already covers most of your target area, consider the following:
look for alternative sites for market-testing your microfinance product; or
target a market niche not being served as yet by the competition.
Assessing Risks from Competition
Major household income sources
- Seasonal patterns
- Threats to household income flows: natural calamities, seasonal income fluctuations, unemployment/lay-off of workers, peace and order
Risks to Agriculture
- Natural calamities, low farm commodity production, low prices, high production, fire, rainy season
Assessing Market Risks
Other Risk Factors
- Rate of migration (in and out migration)
- Level of ownership of dwelling
- level of indebtedness of farmers
- loan repayment experience of other lenders
- previous or current experience of the bank in lending in the area.
Assessing Market Risks
PRODUCT DEVELOPMENT CYCLE
Market ResearchProduct Design
Product TestProduct Rollout
The MAP following the MABS Approach The MAP following the MABS Approach
The Product Development Process:
• Market Research
• Product Design
• Product Test
• Product Review
• Product Rollout
REMINDER: Keys to a Successful Product REMINDER: Keys to a Successful Product Design and DevelopmentDesign and Development
• THE TEAM. Multidisciplinary skills and a product champion. • BUY-IN. Support within the institution for the process.
• MARKET SEGMENTATION. Definition of the customer group to be targeted.
• MARKET RESEARCH. Identification of unmet or poorly met
financial service needs and design of the product prototype.
- .
Thank You!
LINKS
MARKET RESEARCHMARKET RESEARCH
What is Market Research?• Market research is a scientific technique of identifying
the possible opportunities available to microfinance institutions (MFIs), and the risks involved.
• There are different tools the bank can use to identify the nature of the demand for microfinance services (microenterprise & micro agri), the size of the market, competition, and the demographics of the target clients.
PRODUCT DESIGNPRODUCT DESIGN
Product Design involves:
• Designing and developing a product
• Developing a product manual (containing loan policies and procedures)
• Determining any adjustment to MIS requirements (MIS gap analysis)
• Preparing financial projections
PRODUCT TESTPRODUCT TEST
Product Test involves:
Orientation of Bank Officers and Staff
Hiring and Training of Account Officers
Product Testing
Product Monitoring
Product Performance Evaluation (operations review after six months)
PRODUCT REVIEWPRODUCT REVIEW
Product Review is conducted 6 months after the Product Pilot Test or Bank has already 100 clients. The review is conducted to assess whether:
• Projected # of borrowers, portfolio quality and revenues are met? If not, why?
• Staff and clients like or dislike the product? If it’s the latter, what are the ways by which the product can be improved?
PRODUCT ROLLOUTPRODUCT ROLLOUT
Product Launching involves:
Orientation of officers and staff of expansion branches
Market survey of areas of expansion
MIS enhancement/installation
Hiring and Training of Account Officers
Lending
Thank You!