10 misconceptions about inclusive business

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Many believe inclusive business is just philanthropy and only for big
corporates, Suba Sivakumaran busts some of the myths

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Suba Sivakumaran

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Some 30,000 children are expected to benefit from nutritious foods in low-
income areas of Jakarta from the BCtA initiative by global science-based
health and nutrition company, DSM. Photograph: DSM

What is an inclusive business model? Business Call to Action (BCtA) uses the
UNDP definition that says it is a commercially viable model that benefits low-
income communities (those who live on less than $8 a day) by including them
in a company's value chain on the demand side as clients and consumers,
and/or on the supply side as producers, entrepreneurs or employees.

The concept was first formalised in a 2008 United Nations Development

Programme report (PDF) called Creating Value for All.

In our five years of experience, we've found that there are many
misconceptions about what inclusive business is.

1. Inclusive business is the same as corporate

philanthropy
Unlike corporate philanthropy or sometimes, corporate social responsibility,
inclusive business transforms core business activities; supply chains,
distribution chains, workforce operations in order to include those who live on
fewer than $8 dollars a day. So while it's not charity, it can and does exist
alongside corporate philanthropic and social responsibility initiatives.

2. It's about selling to the poor

Inclusive business is not just about selling large volumes of small unit
products to the poor. While the poor have considerable market-based demand
and purchasing power; they also have enormous skills, capacities and
entrepreneurial power that are being tapped by leading companies such as
IKEA by incorporating them into their workforce and supply chains. Also,
many companies find that they can't simply 'tap' into the markets of the poor,
but instead have to often 'build' markets by removing constraints.

3. Inclusive business is only for large companies

who can take risk
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Some think that companies must have large reserves of cash in order to
experiment with inclusive business model innovation within their companies.
But many small and medium enterprises can and do create business models
that intentionally and explicitly include the poor; from Waste Ventures in India,
to Pupa in Brazil, to Envirofit in Kenya.

4. Does this mean I have to go out and start

something new?
While inclusive businesses can be social enterprises, the type of
entrepreneurship required in inclusive business also involves intrapreneurship
where companies modify their existing operations and processes with
transformative inclusive practices. The 'cult' of the entrepreneur is no longer
the dominant paradigm of business and development; and often, more scale
and sustainability is achieved by employees working internally to change the
way business is done.

5. There is a formula for inclusive business

Unfortunately, like the rest of life, there is no standard formula to success and
sustainability in inclusive business. However that's not to say that there are
not lessons to be learnt from the experiences of other pioneers. Resources
exist; from the BCtA case study library, the Growing Inclusive Markets case
studies and database, the Practitioner Hub for Inclusive Business for sector-
specific insights and many others. Learning from peers in these frontier
markets is the best way to find out what works and doesn't work. And many
companies have found that simply replicating their existing business model in
these markets doesn't work.

6. Profitability is impossible in inclusive business

Actually, both short and long term profitability are reported by BCtA
companies, a majority of which are at the very least at break-even profitability.
And research also indicates that shareholders value a company's
sustainable/inclusive business practices, leading to increases in stock prices.
Sometimes depending on the market, inclusive business models do require
rethinking of traditional profit horizons; but gains in market share and
consumer loyalty, like any business, result in enhanced returns on investment.

7. I have to concentrate on growth and this is a

tradeoff I can't afford to make
Actually, companies can't afford not to have inclusive business practices.
Finding ways to tackle health deficiencies in poor labour forces, or developing
products that improve the wellbeing of the poor will result in increased market
efficiencies, and translates into cost savings, revenue growth and improved
profitability. Sustainable ecosystems create robust and stable communities
and markets. It takes commitment and innovation as the solutions are not
easily found; but businesses all over are finding that both economic and social
returns can be simultaneously optimised.

8. I can do it alone
Research from BCtA indicates that many inclusive businesses create
innovative partnerships, whether between them and governments, NGOs or
other non-traditional partners that underpin their value chains. Whether it's
NGOs providing technical assistance to smallholder farmers resulting in
improved yields for buyer corporations, or governments that act as anchor
buyers for inclusive businesses and/or create pro-poor business policies,
collaboration between the public and private sector now is the norm rather
than the exception.
9. OK, social impact is important but it's too hard
for me to measure
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What gets measured gets done. And there are a plethora of frameworks, from
the BCtA Reports Resulting Framework, to IRIS, WBCSD's Measuring Impact,
the Oxfam Poverty Footprint, and the BIF M and E system. However, the
proliferation of methodologies has not quite kept pace with the amount of
results being reported by inclusive businesses.

The goal of measurement is not to maximise the amount of data collected, but
to get the right data and institute the right processes that will use that data
internally to refine the business model for the better. At BCtA we advocate
companies to find the right set of questions that are relevant to their
operational (including social impact) performance, recognising that there is no
one-size-fits-all approach to impact measurement.

10. Yadda, yadda, yadda - but I still don't know

where to start
Well, there are plenty of resources if you need it; to map your operations and
find opportunities, to scenario-build, to design, test and pilot initiatives, and to
scale initiatives too. At the risk of a shameless plug, BCtA can also help in
developing linkages and learning from other companies and industry leaders
in the field, as well as with knowledge resources, and impact measurement
assistance. A journey of a thousand miles begins with a single step, and we
look forward to your progress!