Market Access -Economic Growth & Trade

How to Successfully Launch a Sustainable Business Model for Digital Solutions

Article - March 12, 2021

Digital solutions—such as mobile money, digital health, virtual learning, and smart agriculture—have been transformative in developed and emerging economies alike. And they will be an essential catalyst for achieving the United Nations’ ambitious Sustainable Development Goals (SDGs) by 2030Indeed, the Global e-Sustainability Initiative found that digital access and digital solutions will be vital ingredients for success across the 17 SDGs, from conquering poverty, to feeding the planet, to extending quality education to the world’s children. 

The global development community directs significant development and impact funding toward developing new digital solutions. Yet, traditional development funding does not typically support scaling proven models. This has led to hundreds of failed digital solutions that do not durably meet their impact goals because they lack the funding or revenue generation to sustain or grow over the long-term.  

If you are a digital innovator, your sustainable business model is key—you need a smart, strategic plan for launch and long-term financial sustainability. Resonance has worked with partners on a range of digital solutions—including the health supply chain solution OpenLMIS, the land governance tool MAST, blockchain innovations, and catch documentation and traceability technologies—at various stages in the solution lifecycle. Based on our work growing and advising impact-oriented digital solutions, we see five keys for moving from a sustainable business model design and innovation to successful launch and long-term sustainability.  

5 Keys to Launching a Successful Digital Solution Business Model

1. Understand the value of your product. 

At the heart of designing an appropriate sustainable business model for a new digital solution is understanding the product’s unique value proposition—or the value you’re hoping to deliver to the customer who buys or engages with your solution. Said another way, what is the ‘unfair advantage’ that your product has—when compared to your competition—that will make a customer want to engage with and continue to use your solution? To hone your exact and specific value proposition, you should engage in ideation and testing with different target customer sets, to map: 

  • What specific need does your product fill for different customer types?  
  • What is the “user journey” that target customer types will need to take to successfully engage with your product?  
  • Does the potential value outweigh the cost or effort for the customer—and is it sufficiently more attractive than the other available alternatives? 

Your value proposition will have significant implications for how you define your product, which customer segments you target, the channels you will use to reach the customer, and your revenue model. 

2. Know your early adopters. 

For a digital solution to be successful, you need customers and users to be willing to invest in and try out your product for the first time. The technology adoption curve is a good model as you consider how to convince these initial customers, or early adopters, to recognize the product’s potential and engage. A successful launch does more than just reach your target customer base; instead, it transforms early adopters into believers, with a stake in the long-term success of the solution. 

How to do this? Start by understanding who within your target customer base might be willing to take a risk to switch to or try out a new solution, as well as the incentives that may be needed to get them there. You will determine successful incentives based on the needs and desires of the target customer, but these incentives might include pricing discounts, dedicated early-adopter support, and insight into the product development process. 

3. Create a platform that will grow with your customers

Given the interconnectedness of today’s technology landscape, any digital solution will need to plan for interoperability—or your solution’s ability to seamlessly exchange data or coordinate with other software applications or platforms—to ensure both customer uptake and longer-term relevance. Prior to launch, you should map your target customers’ relevant existing systems, processes, and technologies. What systems will your digital solution most likely need to interface with? A thoughtfully designed application programming interface (API)—or the set of definitions and protocols that let your tool communicate with other products—grounded in an understanding of the desired user experience can promote user uptake and drive growth within the solution’s ecosystem. 

4. Tap into innovation funds. 

Digital innovators need seed funding for upfront costs and product development while they test and hone their solution. The global development field invests in impact-driven digital solutions, but this funding is most often tied to 5-year project cycles. This type of funding is ill-suited for long-term sustainability as the timelines are often mismatched with the product life cycle. One promising alternative: Open innovation competitions, such as USAID’s Development Innovation Ventures (DIV) or the Bill & Melinda Gates Foundation’s Global Grand Challenges, provide funding and guidance for innovators to test and implement creative solutions to global development challenges, setting selected digital solutions on a path to scale.  

5. Speak the language of your audience(s). 

A successful product launch means speaking to and convincing a variety of different key stakeholders, including your customers, users, channel partners, corporate partners, donors, and investors. Each of these groups will have a different motivation or decision-making process driving their involvement with your product. For example, a donor might need to be convinced of your product’s expected social impact while a corporate partner may need proof of potential business impact and returns. Especially for an impact-driven solution, an entrepreneur’s ability to strategically adapt and tailor messaging is a critical asset for partnership, growth, and long-term sustainability. 

Launching a Successful Digital Solution Business Model for Your Organization

New digital solutions are driving social impact and opportunity across almost every industry and sector, from health to supply chain sustainability to education to agriculture. As mobile phone access and internet connectivity continue to grow worldwide, digital innovation is also a source of significant market potential in developing and emerging markets. Seizing this potential—for impact and for growth—demands not just a bright idea but a sound, sustainable business model. 

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Are you a company, global development organization, or innovator looking to design an impact-driven business model, launch a new digital solution, or plan for sustainability in emerging markets? Contact Emily Clayton directly to discuss further.

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