iDE Global

Every family deserves a toilet

You use one every day, and likely never realize just what a difference a toilet can have in people’s lives.  

For the 40 percent of the people on the planet who do not have a toilet, acquiring one would mean keeping your one-year-old child from developing diarrhea and possibly dying from it. For your fourteen-year-old daughter, it would mean being able to defecate close to home rather than going out alone to the woods or a field, where she could be attacked. For you and your family, it would provide basic human dignity and reduce the number of days you are sick, so that you can continue to work and your children can be successful in school.

A Healthy Investment

Buying a toilet is an investment, and Porm Sorm and his wife are happy they made it. Before having a toilet, it was difficult, especially during the rainy season, because the family had to walk a long way to find a private, safe place to use the bathroom. Today, they only have to go five meters to use the restroom.

iDE PC Sanitation 16x9

Toilet Facts

iDE is founded on the philosophy that when people invest their own money, they’re more likely to embrace the change necessary to improve their lives. We advise and train local entrepreneurs to deliver solutions that people need and are able to afford. Since we began building supply and demand for sanitation products, more than six million individuals in six countries have gained access to improved sanitation, and learned how to protect their health and their families.

A strategy for selling toilets

At iDE, we use a human-centered sales approach that teaches sales agents to focus on selling to a customer’s problem, rather than selling on product features or price. Through a personalized conversation with the customer, the sales agent helps the customer identify all the issues he or she is encountering as a result of not having a toilet. Raising self-awareness about these problems intensifies the urgency and importance of resolving the problem(s) and helps the customer recognize the toilet as a viable solution to their problems.

Making it affordable with microfinance

Of course, part of the customer’s problem is poverty. For example, nearly 20 percent of the population in Cambodia is below the national poverty line, and this number is even higher in some countries in Africa. Under certain conditions, enabling households to finance the purchase of a toilet has the potential to increase sales fourfold at a market price of $50, decreasing per-toilet operating costs (e.g., marketing, transportation) by 70 percent at the same time. However, setting up partnerships with microfinance institutions is a long, iterative process that requires a lot of hands-on management. Sanitation financing is still a nascent field, and microfinance institutions may be waiting for more proof of positive business impact. iDE is exploring alternative methods of finance that overcome these operational and financial challenges.

A fortunate son

ENTREPRENEUR PROFILE: Improved toilets provide safety, dignity, and privacy in Ghana

The migration of young people from small villages and farms to the city opens up additional options for improving the lives of those who remain behind. Making improved toilets affordable can spur increasing sanitation coverage by marketing to this newly affluent group.

Read more: ENTREPRENEUR PROFILE: How young urban professionals are investing in improved toilets to honor their parents

Are you a WASH development professional?

Visit our new knowledge hub called WASH Markets featuring over 10 years of learnings and insights from building markets for WASH in developing countries around the world.

Read More

Infiltrating the market with clean water

iDE’s social enterprise, Hydrologic, won the 2018 Unilever Global Development Award!

Having safe water improves the situation of women and children, who are often responsible for fetching and boiling water.

Read more: Ceramic filters are a cost-effective way to meeting the need for clean drinking water