Brief MOVE Methodology:

The first module begins with basic team building exercises and motivational games. The next module asks participants to create imaginary production companies and compete. Participants also attempt retailing by setting up a hypothetical grocery shop. They also experience the running of a service business through the eatery game. Next, participants are taken on format-free (FFMV) and formatted market visits (FMV) to observe the dynamics of different types of shops and the sales of different products. In a format free market visit trainees behave as customers and tend to negotiate prices. But in the formatted market visit, through informal interviews with business owners, participants obtain details on profit margins, daily sales, seasonal sales, wholesale prices, and other strategies for selling different products. Armed with this information, the group short lists five or six products or services for collecting further information. Products are then analyzed in terms of 4Ps ; Product, Price, Place, Promotion, and Distribution strategies; while Services are analyzed in terms of the 4 Ps above as well as Physical evidence, People and Process.

After this analysis the group is ready to use a new innovative tool called the Participatory Market Appraisal (PMA). Like Participatory Rural Appraisal, PMA uses the same method of employing visual symbols so illiterate participants can conduct empirical market research themselves. The PMA allows the participants to estimate the total size of their market, the amount of potential profit, the key factors that influence a customer buying the product/service, and other relevant data that will help them decide between businesses. By doing the research through the PMA, participants enter business with their eyes wide open to the potential scope and profitability of selling certain products/services. The key difference is that the PMA provides a grassroots approach to market research. At every point, participants themselves are the ones who collect information from the market, prioritize potential products/services to research, design, conduct, and analyze the results of the PMA. By using the PMA process participants’ capacities are built to research the market themselves whenever necessary without relying on the expertise of an outside agency. After researching which product/service has the highest chance of success in their market, participants begin retailing or small scale production, branding, packaging, sample selling, and gradual up-scaling. After a few sales cycles they conduct customer feedback sessions and adjust their products accordingly. As they develop a customer base, they continue to solicit feedback to find out potential avenues for value enhancement. Finally, participants draw up a business plan that incorporates a vision for future expansion. After they capture the market through sample sales, only then do they go on scale.