The Present Situation:
Once
you've wrapped up your business in the toilet, it's time to freshen up.
You
have options: toilet paper, a splash of water from the basin, or the bidet.
The
bidet is the most intriguing choice. With a simple press of a button or lift of
a lever, a spray of water does the job. It might be cool, it might be warm, but
one thing's for sure—it's quite an experience.
And
it's catching the attention of more and more Kenyans, judging by the rise in
related online searches.
In
2023, we saw the following average monthly search volumes for bidet-related
phrases:
·
Bidet
– 1,600
·
Bidet
toilet - 500
Source: Similar web. February .
According
to Google, searches for bidet-related terms have seen significant spikes:
- Portable
bidet: +130% (past 12 months)
- Bidet: + 5000% (past 5 years)
- Arabic shower: +5000% (past 5 years)
- Bidet meaning: +300% (past 12 months)
Source: Google, February.
Google
Trends data reveals sustained interest since 2022, although it appears to be
tapering off recently, possibly as awareness grows.
Despite
the dominance of traditional toilets in Kenya, the bidet is carving out a
growing niche for itself.
Surprisingly,
no business has yet positioned itself as the ultimate authority in bidets, nor
has any business fully embraced the opportunity to provide services such as
converting standard toilets to bidet-equipped ones.
Context
ü Adaption of international trends locally.
ü Seeking of affordable comforts inspite of
economic times.
ü
Increasing
house ownership ( (
7,379,485 own their houses , 4,660,027 staying in rental houses. Source
KNBS, 2020)
ü More than 13,000 houses constructed in Nairobi
in 2021 ( Source KNBS)
ü Increase in the number of homeowmership within
a short radius of urban centers.
ü Increasing consciousness about hygiene.
The Opportunity
The
opportunity lies in establishing a business that becomes the go-to specialist
for bidet sales and installation.
Alternatively,
a focused business that specializes in a specific bidet service. A low-hanging
fruit with broad appeal could be converting standard toilets to bidet-equipped
ones.
How It Would Work
As an
all-rounded bidet service, it would involve establishing a shop that specializes
in bidets, serving as a hub for the purchase and sale of bidets. This shop
would be the go-to place for bidets.
As a
service business, you would specialize in installing and servicing bidets. Your
main positioning would be as the expert who converts normal toilets to bidets,
although you would also offer other services.
You
don’t necessarily have to be a plumber to enter this business; you can hire
one. Your main role would be in marketing and overseeing other business
operations. The success of this business largely depends on effective marketing
strategies.
Characteristics of The Product
ü Affordability: For instance, the minimum cost
of converting a normal toilet to a bidet should not be so high as to discourage
adoption.
ü Fun and friendly customer service should be the
signature of the business.
ü Skilled and professional service personnel
should be available.
ü Adherence to service level agreements is
essential.
ü Variety should be offered, but not so wide that
it slows down the purchase process, especially considering that many consumers
will be relatively new to bidets.
ü Ideally located in urban areas with a
significant number of personal residential houses as opposed to rental
properties.
Product Possibilities
·
A
physical shop that serves as the center for selling and installing bidets.
·
A
specialist bidet shop with an online presence.
·
A
website (and other internet platforms) that serves as the focal point for bidet
sales and installations. Customers can call and book installations online.
Revenue Models
·
Margins
on the buying price of bidets.
·
Margins
on bidets and labor costs for conversion.
·
Margins
on repair and maintenance services.
Validation
·
Search
numbers
·
Existing
sales of bidets
Back of the Envelope Calculations
·
Raw
average margins: 30%
·
Margins on
conversion: average 20%
·
Average
spend per customer: Kshs. 18,000 to Kshs. 50,000, with lower prices possible.
·
Major
expenses include marketing, rent, labor, and operational costs.
·
Source :
Existing vendors
Process
ü Research the different types of bidets.
ü Identify the sources for bidet acquisition.
ü Determine the sourcing process.
ü Identify the pilot location for the business.
ü Acquire premises for the shop.
ü Obtain necessary licenses and permits.
ü Recruit qualified plumbers with knowledge of
bidets.
ü Design a creative and aggressive marketing
plan.
ü Acquire the bidets from suppliers.
ü Train staff on bidet installation and
servicing.
ü Begin marketing efforts to promote the
business.
Challenges
·
Cost of
bidets
·
Sourcing
of bidets
·
Creating
awareness about bidets
·
Economic
downturn affecting consumer spending
·
Finding
and retaining skilled plumbers
·
Overcoming
resistance to adopting bidet technology
Haters
Objection: "It's too expensive in this
economy."
Counter: Sure, it could be considered a luxury, but
there is a significant number of consumers who are willing to indulge.
Objection: "Many don’t know about bidets."
Counter: Yes, but awareness is increasing. Our target market is aware.
Objection: "There are no plumbers who specialize in
bidets."
Counter: Plumbers don’t need to specialize; they just
need to understand and be fast learners.
Resilience to Economic Downturn
Bidets
are considered a luxury, and consumers may hesitate to convert their normal
toilets if times are tough. However, considering the spending on interiors by
new homeowners, our target customers can likely afford it.
Competition
Shops
currently selling bidets as much as they are not specialized.
Purchase frequency
Once
in 7 years ( Mostly upgrading 0
Substitutes
·
Normal
toilet
·
Toilet
paper
·
Arabian
shower
·
Water
basins
Critical Success Factors
·
Marketing
·
Pricing
·
Efficiency
What do you think ? Please leave a comment below.
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