Navjot Sawhney created The Washing Machine Project to provide an affordable and portable washing machine for refugees. This would improve health by making washing clothes easier, and free up time for education. The project aims to serve those in need while operating on a small budget. Experts Dr. Manoj Dora and Dr. Ana Canhoto discuss how the project can broaden its market by serving other customer segments, attract volunteers through a sense of purpose, and gain sponsors by demonstrating business benefits of partnerships.

1. How to improve the world, on a small budget - Insights
from Social Enterprise “The Washing Machine Project”

2. With over five years of professional engineering experience at global technology companies such as Dyson and Jaguar Land
Rover behind him, Nav combines a desire to help people with strong Engineering skills. He created The Washing Machine
Project, a social enterprise which aims to provide an affordable, portable and accessible solution to washing clothes, as a
mechanism for improving the health of refugees, freeing up time for education and productive activities
Mr. Navjot Sawhney – Founder of the Washing Machine Project
Manoj's areas of specialisation are Sustainable Value Chain and Quality Management, with a focus on
Lean Six Sigma in the agro-food sector. He has several years of experience in teaching, research and
consultancy, worldwide. He is the founder of the “Circular Food Forum” which brings together academic,
industries and policy makers to facilitate dialogue and take forward research agenda. He has been
involved in many capacity building initiatives focusing on the circular economy, humanitarian operations,
industry 4.0 and food supply chain in Europe, Africa, South America and Asia.
Dr. Manoj Dora – Reader in Operations Management
& Director of Collaborative Projects and Outreach
Dr. Ana Canhoto – Reader in Marketing & Divisional Lead (Marketing)
Ana’s research focuses on the role of technology in interactions between firms and their customers. She has taught across
various programmes, including MBA and executive education, and led on the pedagogical use of new technologies (e.g.,
Google Online Marketing Challenge). Ana holds a PhD from the London School of Economics, as well as an MBA from London
Business School. Prior to joining academia, she worked as a management consultant in the telecommunications industry and
as a portfolio manager at a leading media and entertainment company, among others.

3. Further information: https://thewashingmachineproject.org

4. Brunel University London
Humanitarian F D Supply Chain
Dr Manoj Dora
Further information: https://www.brunel.ac.uk/people/manoj-dora
@manojkdora

5. Brunel University London
A broad(er) view of the market for
The Washing Machine Project
Dr Ana Isabel Canhoto
@canhoto

6. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 6
The Market

7. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 7
The 6As framework
Availability (able to
purchase
products and services)
Affordability (degree to
which an organization’s
products and services
are affordable)
Appeal (consumers and
others in the value chain
are willing to consume,
distribute or sell a
product or service)
Awareness (aware of
the existence of certain
products and services)
Adaptability (goods and
services satisfy the
needs of the BOP
market)
Active absorption
(actively involving BOP
entrepreneurs into the
process)
Source: http://www.virtusinterpress.org/IMG/pdf/10-22495_cocv11i1c2art6.pdf
e.g., Casas Bahia in
Brazil: Flexibility in
payment
- Low-margin, high-
volume strategy
- Small packages
e.g., Citibank in India:
biometric ATMs and no
minimum account
balance
Value for money AND
high self-esteem and
financial independence
benefits
e.g., Hindustan Lever Limited in India:
Billboards and WOM work best;
demonstrate use of product
e.g., Haier in China: washing
machines (+ wash veg. and make
cheese)
Multipurpose
e.g., Danone Group in
Soweto: ”Dani Ladies”

8. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 8
A broad(er) view of the market

9. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 9
Serving other segments

10. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 10
Serving other segments
solar lamp
and phone
charger

11. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 11
Serving other segments
Benefits of serving other
segments:
• Economies of scale
• Economies of scope
• Profit (=> breakeven)
Challenges:
• Different needs
• Product arbitrage
• Brand perceptions
5
2
1
2
1
Cost
2
1
1
Ease of use (inc. weight)
3
3
2
Durability
4
Accessories
Aftercare
4
Warranty
3
Ergonomics
4
4
Power
3
5
2
3
5
3
Functionality
4
5
4
2
5
Reliability
4
5
3
1
5
1
Status (Brand)
Battery Life
1
2
Colour/Appearance
5
2
1
2
1
Cost
2
1
1
Ease of use (inc. weight)
3
3
2
Durability
4
Accessories
Aftercare
4
Warranty
3
Ergonomics
4
4
Power
3
5
2
3
5
3
Functionality
4
5
4
2
5
Reliability
4
5
3
1
5
1
Status (Brand)
Battery Life
1
2
Colour/Appearance
5
2
1
2
1
Cost
2
1
1
Ease of use (inc. weight)
3
3
2
Durability
4
Accessories
Aftercare
4
Warranty
3
Ergonomics
4
4
Power
3
5
2
3
5
3
Functionality
4
5
4
2
5
Reliability
4
5
3
1
5
1
Status (Brand)
Battery Life
1
2
Colour/Appearance
5
2
1
2
1
Cost
2
1
1
Ease of use (inc. weight)
3
3
2
Durability
4
Accessories
Aftercare
4
Warranty
3
Ergonomics
4
4
Power
3
5
2
3
5
3
Functionality
4
5
4
2
5
Reliability
4
5
3
1
5
1
Status (Brand)
Battery Life
1
2
Colour/Appearance
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12. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 12
A broad(er) view of the market

13. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 13
Attracting Volunteers
Source: https://is.muni.cz/el/fss/jaro2017/PSY109/um/68207566/clary_motiv_for_volunt.pdf
• Drivers:

14. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 14
Attracting Volunteers
Source: https://www.researchgate.net/publication/344337970_Rethinking_non-profit_brands_through_a_volunteer_lens_time_for_B2V
• Choice of who to volunteer with:

15. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 15
Attracting Volunteers
Source:https://www.researchgate.net/publication/344898754_Telling_a_different_story_How_nonprofit_organizations_reveal_strategic_purpose_thro
ugh_storytelling
• Telling the NfP’s story:

16. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 16
A broad(er) view of the market

17. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 17
Attracting sponsors
• It’s a business deal, not a charitable donation
• Drivers:
• Revenue
• Branding
• Perks
• Talent
• IP

18. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 18
Attracting sponsors
• Most businesses were more likely to donate to a charity if their
competitors were known to do so.
• Businesses expected charities to be genuine in their concern
about social issues, but business like in their dealings with
their supporter organisations.
Source: https://onlinelibrary.wiley.com/doi/abs/10.1002/nvsm.145

19. Brunel University London Brunel for Business Webinar Series – Dr. Manoj Dora, Mr. Navjot Sawhney, Dr. Ana Canhoto 19
A broad(er) view of the market
…

20. Brunel University London
How to improve the world, on a small budget - Insights
from Social Enterprise “The Washing Machine Project”