Route67 in a nutshell
Worldwide there are 1.3 billion people that lack access to electricity. Together these 1.3 billion people represent a huge market for renewable energy solutions, each one of them being a potential consumer of a clean cook stove or a solar light.
Reality shows it is tough to penetrate the BoP* energy market, where consumers have as little to spend as $2,5 per day. Given their low and variable income BoP-consumers spend their hard earned cash only on something they really need, or truly desire.
Route67 combines ten years of academic background in business and development with ten years of marketing experience, in FMCG- and BoP energy markets in Africa, to identify those needs and desires and to use this information to help her clients to market their energy solutions.
Route 67 achieves this by using qualitative and quantitative research techniques to combine in-depth consumer understanding with statistical data to create marketing concepts that are insight-based and commercially viable.
Route67 not only creates, but also tests and replicates renewable energy concepts. The support ranges from preparing a precise pilot implementation or roll-out plan to an actual pilot implementation
* BoP = Base of the Pyramid, meanings consumers that lives on less than USD4 per day.
We believe that REAL consumer understanding is key.
That’s why the first step is always consumer research.
We believe in environmental and financial sustainability.
That’s why we create concepts that are commercially viable
We believe that success is a good idea plus a committed team.
That’s why it is crucial that key staff participate in the research.
We believe that there are few instant marketing successes.
That’s why we use pilots to learn and adjust.
We believe in the power of diversity
That’s why we work in teams with local and international staff
We believe that the devil is in the details.
That’s why all aspects of the marketing mix should be perfectly right