Catapult Design recently payed Living Goods a visit in their SF offices to see what they were up to and extend our comprehension of the latest implementation innovations in under-served markets.

Living Goods are offering an integrated solution to improve the access to & diffusion of simple but essential products. With a synchronized door-to-door delivery service, they have established a network of hundreds of agents all over Uganda. The agents sell a broad range of products at affordable prices within their own communities, making for a trustworthy ‘on demand’ source of  life-saving and life-changing products. With this distribution model and their range (from malaria medication to sanitary pads, LED lighting and even stoves) they have created an avenue into a market hungry for health products with integrity and honest pricing (see here for the full list) . Their product areas virtually make up a mantra for their mission; Prevention, Treatment, Personal Hygiene, Save Money-Make Money, covering what isn’t relayed by an already indicative name.

Living Goods have been framing themselves as an ‘Avon-like’ service but with a focus on health, but I think their impact potentials could earn them much greater analogies. I’m sure they will have to create canned responses for big pharma, maybe even get a restraining order on Amazon, and hire a room full of staff just to deal with all of the interest from potential providers and partners. Their sales data alone will be a well sought after contribution to addressing the implementation gremlins rife in health interventions, but don’t be surprised if their model also attracts some healthy competition (pun unfortunately intended) from fresh similar organizations convinced of its potential.  So stay tuned…there will be plenty more to come from Living Goods as they step up into the thousands of agents, and millions of customers…

photo: Living Goods