Round –Fall-Winter 2020
Project Type –Fast track
Project Focus –Business Plans, Market Analysis
Organization Type –Human Services
Founded in 2014, Atma Connect’s (Atma) mission is to connect and empower billions of marginalized people in every region of the world to improve their communities from the ground up. Its platform, AtmaGo, is a neighborhood-level sharing app where neighbors help neighbors prepare for disasters, improve access to basic needs (food security), overcome chronic challenges (health, environment) and foster entrepreneurship. Atma’s initial focus was Indonesia, with Puerto Rico added in 2019; recently Atma launched COVID-19 microsites in Indonesia and Puerto Rico. Atma has won several awards and earned partnerships with community-serving organizations including USAID, Mercy Corps, American Red Cross, Qualcomm and the Ford Foundation. The AtmaGo app (www.atmago.com) and COVID19 microsite (covid19.atmago.com) have been visited by nearly 6 million people in Indonesia and Puerto Rico, with over 300,000 monthly active users.
Can Atma Connect develop successful earned income from marketing services to consumer companies?
Atma is committed to scale its impact, requiring development of earned revenue; its large pool of AtmaGo users potentially offers many opportunities. Atma has prioritized several ideas and is eager to validate its #1 candidate, impact marketing (an evolution of cause marketing) with international companies that provide consumer products/services. Examples of impact marketing would be:
- Unilever could fund a contest on hand washing stations through Atma, generating both impact and brand advertising.
- Zurich Insurance could sponsor a tree planting contest through Atma, improving erosion control and brand awareness.
Atma would like an ACT team to validate and develop a go-to-market strategy to sell impact marketing services. The team would conduct market research with 5 or 6 companies where Atma has contacts, including the two above. A detailed survey, jointly developed with Atma leadership, would inform:
- Definition and structure of offerings
- Pricing models
- Selling process
The team would build a revenue and cost model to evaluate the sensitivity of various assumptions, particularly related to the costs to sell and support. If time allows, Atma would also like the team to develop a detailed sales process with templates for proposals to corporate customers. ACT’s findings and recommendations are expected to lead to a follow-on ACT project to develop a full business plan.
This is a Fast Track project:
- Scope: Focused, specific organizational issue
- Team Size: 3 consultants
- Project Duration: 3 months
- Estimated Time Contribution: 25-30 hrs total (per consultant)
Read more about the Fast Track Project Consultant role.