1. Customer Avatar
1.1. Demograph
1.1.1. Name
1.1.1.1. Sita Gurung
1.1.2. Age
1.1.2.1. 35 yrs
1.1.3. Gender
1.1.3.1. Female
1.1.4. Occupation
1.1.4.1. Housemaker
1.1.5. Education
1.1.5.1. SLC
1.1.6. marital status
1.1.6.1. Married with 2 children
1.1.7. Address
1.1.7.1. Tilottama-15, Kotihawa
1.1.8. Income level
1.1.8.1. Rs 25000 per month
1.1.9. Household type
1.1.9.1. Nuclear family
1.2. Pain Points
1.2.1. Constant worry about unsafe drinking water for her children, especially during the rainy season.
1.2.2. Town water supply often arrives muddy or smells bad
1.2.3. No time or fuel to boil water daily
1.2.4. Frustrated by previous filters breaking easily or needing frequent replacements
1.2.5. Medical bills from waterborne illnesses strain the family budget
1.2.6. Wants to avoid buying bottled water, which is expensive and unsustainable
1.3. Challenges
1.3.1. Limited access to reliable health and hygiene products in her local market
1.3.2. Lack of awareness about which water filters are actually safe or certified
1.3.3. Must manage household purchases within a tight monthly budget
1.3.4. Often needs her husband’s or family's approval for larger purchases
1.4. Goals and Aspirations
1.4.1. Ensure her family, especially her children and aging in-laws, drinks 100% safe water every day
1.4.2. Avoid health issues like typhoid, diarrhea, or stomach infections
1.4.3. Make wise, long-lasting purchases for her home
1.4.4. Educate herself on home hygiene and become seen as a smart homemaker in her community
1.4.5. Support local, Nepali-made products that are affordable and durable
1.4.6. Wants a product that is easy to use and maintain without male help
1.5. Buying Behavior
1.5.1. Prefers value over luxury
1.5.2. Purchases based on word-of-mouth
1.5.3. Likely to buy during festive seasons
1.5.4. Influenced by free gifts, discounts for women, and referrals
1.5.5. Responds well to demonstrations and clear instructions.
1.5.6. Good after-sales support
1.6. Preferred Communication Channels
1.6.1. Facebook
1.6.2. WhatsApp or Viber
1.6.3. In-person
1.6.4. Radio/FM stations
1.6.5. local cable TV or YouTube videos
1.6.6. government or NGO endorsements
2. Offer
2.1. “Mero Ghar, Mero Surakshya” (My Home, My Protection) Plan
2.1.1. Core Product:
2.1.1.1. Safa Water Filter (Size:- 10,15 & 20ltrs capacity), 100% germ-free, silver colloidal treated candle, eco-friendly, and child-safe filter that requires no boiling.
2.1.2. Value Proposition
2.1.2.1. Designed for mothers and homemakers who want daily peace of mind — safe water for kids, elders, and guests without the hassle.
2.1.3. Bonuses
2.1.3.1. FREE “Child Health Pack”
2.1.3.2. FREE Home Safety Poster
2.1.3.3. 1-year priority customer service line
2.1.4. Price or Payment Terms
2.1.4.1. Installment plan via local cooperatives
2.1.4.2. Available in-store or COD with no extra charge
2.1.5. Urgency & Scarcity
2.1.5.1. Only 500 packs/month nationwide
2.1.5.2. First 100 customers also get a reusable “Safa Water” jute bag
3. Marketing Plan
3.1. Unique Selling Proposition (USP)
3.1.1. The only eco-friendly, child-safe water filter in Nepal that requires no boiling — trusted by Nepali mothers for peace of mind and daily protection.
3.1.1.1. Localized approach
3.1.1.2. Health + Family Focused
3.1.1.3. Bonuses add emotional & practical value
3.1.1.4. Easy payment plan through local cooperatives
3.1.1.5. Scarcity drives urgency
3.2. Marketing Channels (Multi-Channel Strategy)
3.2.1. Facebook & Instagram
3.2.1.1. Community engagement, awareness, storytelling
3.2.1.1.1. ⭐⭐⭐⭐⭐
3.2.2. WhatsApp/Viber
3.2.2.1. Personalized communication, offers, referrals
3.2.2.1.1. ⭐⭐⭐⭐
3.2.3. YouTube (short videos)
3.2.3.1. Demonstrations, testimonials, trust building
3.2.3.1.1. ⭐⭐⭐⭐
3.2.4. Local FM/Radio
3.2.4.1. Reach rural/semi-urban areas with jingles
3.2.4.1.1. ⭐⭐ ⭐
3.2.5. Flyers/Posters in Local Shops & Cooperatives
3.2.5.1. Offline touchpoints
3.2.5.1.1. ⭐⭐ ⭐
3.2.6. Email & SMS
3.2.6.1. Lead nurturing, reminders, local event alerts
3.2.6.1.1. ⭐ ⭐
3.2.7. Influencer Collaborations
3.2.7.1. Partner with Nepali health/homemaker influencers
3.2.7.1.1. ⭐⭐⭐⭐
3.3. Content Strategy (Awareness ➝ Interest ➝ Purchase)
3.3.1. Awareness
3.3.1.1. Social media reels
3.3.1.2. Facebook awareness posts
3.3.1.3. Jingles on local FM
3.3.2. Interest
3.3.2.1. Customer testimonial videos
3.3.2.2. “Unboxing” videos of Safa set
3.3.2.3. Explainers on silver candle benefits
3.3.3. Decision
3.3.3.1. Offer announcement graphics
3.3.3.2. Countdown posts for first 100 bonus
3.3.4. Post-Purchase
3.3.4.1. FAQ carousel posts on pricing and cooperative payments
3.3.4.2. Thank you SMS
3.3.4.2.1. Thank you for trusting Safa – here’s how to use your Child Health Pack!”
3.3.4.3. How-to videos for maintenance
3.3.4.4. Referral rewards poster
3.4. Promotional Tactics
3.4.1. Targeted Campaigns
3.4.1.1. "Protect Your Family" Facebook Ad Campaign
3.4.1.2. “Early Bird Bonus” Countdown
3.4.1.3. Referral Booster
3.4.1.4. Community Champion Contest:
3.5. Marketing Timeline (First 45 Days)
3.5.1. Week 1–2
3.5.1.1. ✅ Finalize creatives & messaging
3.5.1.2. ✅ Record 2 customer testimonials
3.5.1.3. ✅ Launch Facebook teaser post + build waitlist
3.5.1.4. ✅ Partner with 3 co-ops for installment plan
3.5.2. Week 3
3.5.2.1. 🚀 Full offer launch on all channels
3.5.2.2. 📲 Start ad campaign targeting homemakers
3.5.2.3. 📞 Train call/WhatsApp responders
3.5.3. Week 4
3.5.3.1. 📣 Start referral reward push
3.5.3.2. 🎁 Deliver early bird bonuses
3.5.3.3. 📍Start community flyer distribution
3.5.4. Week 5–6
3.5.4.1. 🎙️ FM jingle campaign
3.5.4.2. 📽️ Release “how-to-clean” video
3.5.4.3. 🔁 Re-target non-buyers with testimonials
3.6. Measurement & Analytics (Track What Matters)
3.6.1. KPI
3.6.1.1. Sales Conversions
3.6.1.1.1. Target
3.6.1.2. Lead-to-Sale Ratio
3.6.1.2.1. Target
3.6.1.3. Referral Participation Rate
3.6.1.3.1. Target
3.6.1.4. Top Performing Content
3.6.1.4.1. Target
3.6.1.5. Customer Retention
3.6.1.5.1. Target
3.6.1.6. Ad ROAS (Return on Ad Spend)
3.6.1.6.1. Target