Commercializing a new product where demand is unclear but which could potentially improve the health of millions of households in Vietnam is not an easy task. Yet the group of 22 international executives from FedEx, Porsche, MasterCard, British American Tobacco (BAT), Bank Simpanan Nasional, Quam Asset Management, Recruit (Japan), IMC and SONEPAR among others took this challenge with fortitude.

During their one week in Ho Chi Minh City and in the rural areas of the neighboring province of Tien Giang, the executives worked in partnership with IDE Vietnam, an international NGO renowned for delivering affordable technologies using innovative market solutions.  The executives worked to develop a business plan to launch a handwashing device in Vietnam targeting rural households.  The group visited plastics manufacturers and local retailers as well as interviewed rural households to better understand consumers and the current supply chain system in the country.  Discussions were also held with one of Vietnam’s most powerful mass organizations, the Women’s Union, to structure a distribution and sales channel.  The group also benefited from the presence of senior executives from BAT, SONEPAR and Prudential who acted as advisors during the programme.