Neo’s report on your project

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Savons 2M

INTRODUCTION – Why Neo ?

Neo’mission : unleash the innovator within you!

We help you bring to life a project that makes sense for you and the world! All entrepreneurial,
intrapreneurial, and inherently innovative projects are characterized by significant uncertainty
at their inception. With Neo, we give you access to the Vianeo Business Design methodology. A
unique systemic approach that integrates all innovation methods, based on academic research.
It has been proven for over 15 years on more than 10,000 projects. Launching a project requires
structure. Through a guided conversation with Neo, you will develop step by step your market
access strategy.

Content of your report

SYNTHESIS
- Elevator Pitch
- Vianeo Canvas
- SWOT
ANALYSIS & RECOMMANDATIONS
- Vianeo Business Design
- Hypotheses to be validated
- Interview guides & persona
Your Elevator Pitch
A compelling business pitch to engage your target audiences.

Tired of harsh industrial soaps that irritate your skin and harm the planet?

Savons 2M offers natural, handcrafted soaps made with local Beninese ingredients, co-
created by a visually impaired artisan and his entrepreneurial son, promoting local
economies and social inclusion.

We provide a healthy, eco-friendly, and affordable alternative, offering a superior

product that protects your family, respects the environment, and supports local
communities.

Discover the natural difference! Support an inclusive project, and get your Savons 2M
today!
Vianeo canvas – Your project strategy overview
Key elements of the go-to-market strategy.

Your field of application The project operates in the artisanal agro-industry sector, addressing the need for sustainable and locally-
produced hygiene products in Benin.
Your problem to be solved Your features Your value proposition Your client's needs Your users
Savons 2M tackles the challenge Savons 2M offers soaps Savons 2M delivers Target customers need Key requesters include
of limited access to affordable, with simple, local, and affordable, high-quality, and gentle, natural soaps health-conscious
high-quality, and eco-friendly traceable ingredients, and environmentally-friendly that are safe for urban mothers, eco-
soaps for Beninese households are gentle and adaptable to soaps, leveraging a sensitive skin, friendly hotel
and local organizations. several use cases.,Eco- sustainable and inclusive sustainably produced, managers, and
friendly formulations business model. One simple and offered at an beauticians valuing
minimize the and feasible approach to affordable price point. natural cosmetics.
environmental impact, enhance viability involves
ensuring low impact, as establishing direct sourcing Your clients
well as a positive relationships with local Households seeking
perception. farmers for ingredients. This gentle, natural
strategy can ensure soaps.,Businesses
consistent supply while wishing to enhance
supporting the community. their image with
Another one is to use word- ethical products.
of-mouth marketing through
community channels
(WhatsApp). Also a feasible
strategy is to offer sampling
sessions at local markets.
Your differentiating advantages Your technical partners The existing solutions Ecosystem influencers Ecosystem players
Unlike industrial soaps, Savons Local suppliers of red palm Industrial soaps are widely Key influencers include The Ministry of
2M offers natural ingredients, an oil and essential oils are available but often contain local beauty bloggers, Commerce, the
inclusive production model co- essential for steady harsh chemicals.,Artisanal social entrepreneurs, Ministry of Health, and
founded by a visually impaired supply.,Cosmetic soaps exist but are often and consumer the Benin
artisan, and affordable pricing. formulation experts and expensive or inconsistent in associations promoting Standardization
hygiene consultants can quality. responsible Agency regulate
 ensure product quality and consumption. standards and ensure
safety. compliance.,Ecocert
and other bodies
provide certifications
for organic and quality
standards.
The means at your disposal Your revenue stream
Key resources include a father-son team with expertise in cosmetics and Direct sales to consumers through markets and a simple online
management, existing artisanal equipment, and field knowledge. presence.,Bulk B2B sales to hotels, restaurants, and beauty
salons.
Your SWOT matrix
A SWOT analysis presents an overview of the project helps make strategic decisions that
drive growth.

Strengths Weaknesses
Savons 2M possesses several key strengths that Despite its strengths, Savons 2M faces several
provide a competitive edge. The family’s expertise internal limitations. A lack of professional-grade
in artisanal cosmetics, especially the father’s equipment restricts production capacity and
certified training, ensures product quality and consistency. The absence of a formal legal
uniqueness. The use of local and organic structure complicates access to B2B markets and
ingredients appeals to a growing market segment financing opportunities. Without a formal market
concerned with sustainability and health. study, measuring demand and competition
Competitive pricing, balancing artisanal quality accurately is challenging. Limited experience in
with affordability, makes the products accessible to digital marketing and structured commercial
a broad customer base. The team’s flexibility and development hinders effective outreach. Finally,
proximity to customers allow for personalized limited capital restricts investment in growth and
service and quick responses to market demands. equipment upgrades.
The commitment and complementary skills of the
father-son team facilitate efficient operation and
innovation.

Opportunities Threats
Savons 2M can capitalize on several external Savons 2M must navigate several external
market trends. There’s growing demand for challenges. Intense competition from established
natural, organic, and locally-sourced products industrial soap brands and imported alternatives,
within Benin and the wider region. Support from often at lower prices, threatens market share.
mentorship and funding programs, such as NEXT Potential regulatory changes, with increasingly
IMPACT and local incubators, provides access to complex sanitary standards and certifications,
resources and expertise. Expanding the product could complicate compliance. Variability in the
line to include other cosmetics (shampoos, prices and availability of raw materials, particularly
essential oils) can enhance customer loyalty. Global palm oil and lye, poses supply chain risks.
and local trends toward circular economies and fair Consumers’ sensitivity to the consistency and
trade align with Savons 2M’s values and can be quality of artisanal products could impact customer
leveraged in marketing. Developing B2B retention. Broader economic instability or market
distribution channels within hotels, schools, and fluctuations, such as inflation or public health
beauty salons, which are actively seeking eco- crises, could affect consumer spending and
responsible suppliers, provides a significant avenue purchasing power.
for growth.
VIANEO BUSINESS DESIGN
Your go-to-market strategy

The Vianeo Business Design method is a systemic strategic marketing approach consisting of
five steps that validate the 5 proofs of value for your project:

 Value 1 – Legitimacy: What is the project's DNA, and how is it anchored in reality?
 Value 2 – Desirability: Who are the people expressing needs because current solutions
fail to satisfy them?
 Value 3 – Acceptability: How is the existing ecosystem structured? Who are the clients,
potential partners, and competitors?
 Value 4 – Feasibility: What innovative offering can solve users’ problems? With which
partners?
 Value 5 – Viability: Who are the clients? What are the products/services? What is the
value proposition?
LEGITIMACY

Field of application
Savons 2M operates within the climate and green economy sector, specifically focusing on artisanal
agro-industry. The project targets urban households and local structures in Benin, with a geographical
reach primarily concentrated in Porto-Novo and surrounding areas, and a mid-term expansion goal to
reach Cotonou. This market aligns with the growing trend of consumers seeking sustainable, locally-
produced hygiene products. There's rising demand for accessible, natural alternatives to mass-produced
industrial soaps, particularly among health-conscious families and businesses looking to support eco-
friendly practices.

Problem to be solved
The project addresses the challenge of limited access to high-quality, affordable, and environmentally-
friendly hygiene products for households and organizations in Benin. Imported industrial soaps often
come with high prices, chemical compositions that may be harmful, and a lack of customization to local
needs. Compounding this, local artisans typically lack the resources and structure to meet the increasing
demand for natural products. Many consumers and businesses express dissatisfaction with current soap
offerings due to concerns over ingredients, effects on skin, and environmental impact, highlighting a
significant gap in the market for sustainable, locally-sourced alternatives. A preliminary field survey
confirmed these concerns: 81% of respondents didn't know the ingredients of their soaps, 63% were
dissatisfied with long-term effects (irritation, dryness, artificial scents), and 72% expressed interest in
affordable, local, natural options.

Your differentiating advantages

Savons 2M distinguishes itself through its unique combination of artisanal origin, natural ingredients,
and inclusive production model. Unlike industrial soaps, Savons 2M uses locally-sourced ingredients like
red palm oil and essential oils, avoiding harsh chemicals and synthetic fragrances. The project's co-
founding by a visually impaired artisan with formal training in natural cosmetics ensures a high level of
expertise and social responsibility. This inclusive approach can appeal to partners sensitive to social
impact. Furthermore, the project prioritizes affordability, making its high-quality artisanal soaps
accessible to a broader consumer base compared to luxury or imported natural soaps. Finally, unlike
larger companies, Savons 2M can customize the offer for the needs of the market, which can be
packaged in different forms: solid, liquid, large format for the B2B market segment.

Means at your disposal

Human means
 ● The core of Savons 2M is a committed father-son team. The father, who is visually impaired,
holds a diploma in natural cosmetics and oversees production, bringing invaluable traditional
craftsmanship and expertise.
● The son, project lead with a technical background in civil engineering, manages logistics,
procurement, production, and sales, ensuring operational efficiency and strategic development.
● The team is supported by two occasional assistants (a brother and a friend) who help with
production, providing additional manpower when needed. They bring additional assistance with
the overall needs of production and operations.

Financial means

● The project has requested 3,500,000 FCFA (~6,000 USD) in funding to acquire semi-professional
production equipment (mixers, stainless steel molds, precise scales, tanks), which will increase
production efficiency and quality.
● A portion of the funding will be allocated to developing a visual identity and e-commerce
website to improve brand recognition and facilitate online sales.
● Funding will also support basic artisanal certification and a local market study to ensure product
quality and market alignment.
● Furthermore, financial means will allow the business to cover the expenses associated to the
formalization process and the legal registration of the company.
● The financial plan considers sampling and testing for the B2B clients, which require additional
expenses for product development.

Physical and intellectual means

● Savons 2M possesses artisanal production equipment, including molds, household mixers,

containers, manual scales, dosing accessories, and simple packaging, providing a basic
infrastructure for current production.
● Production takes place in a dedicated space within the family home, offering a rent-free and
familiar environment for manufacturing operations.
● The project benefits from intellectual capital, including knowledge in formulating solid and liquid
soaps based on structured training received by the father.
● It builds on expertise in management, sales, planning, and organization contributed by the son.
● Further it builds on field knowledge gained from real clients (schools, hotels, churches,
hospitals), positive client feedback, and initial product testing in real conditions, solidifying the
project's market relevance.
DESIRABILITY

Users & their needs

Aline - Urban Mother Focused on Family Health

● To maintain good hygiene for herself and her children using gentle soaps that don't cause
irritation.
● To find a natural soap that is safe for sensitive skin at an affordable price.
● To simplify her purchases with reliable and easily accessible products.

Mr. Adékambi - Hotel Manager Seeking Reliable Suppliers

● To provide guests with quality service through soaps that meet hygiene standards.
● To enhance the hotel's image with local and eco-friendly products.
● To ensure regular and reliable soap supplies to avoid shortages.

Prisca - Urban Beautician Passionate About Natural Cosmetics

● To satisfy her discerning clientele with natural and effective products.

● To promote a brand image of ethics and quality in her salon.
● To offer a diverse and attractive range of products with various scents, textures, and packaging.

Existing solutions
● Aline, the urban mother, primarily uses industrial soaps from major brands, sometimes
supplemented by artisanal soaps from local markets. These industrial soaps are easily accessible
and affordable but often contain harsh chemicals that cause irritation or allergies, especially for
children's sensitive skin. Some artisanal options lack consistency in quality and can be pricier.
● Mr. Adékambi, the hotel manager, relies on industrial soaps bought in bulk from distributors or
importers, occasionally using artisanal soaps to enhance the hotel's image. These industrial
soaps ensure a steady supply but lack differentiation and eco-friendly appeal. He faces concerns
about the quality and reliability of supplies.
● Prisca, the beautician, purchases local artisanal soaps and natural cosmetics directly from
artisans or small suppliers. These products offer natural ingredients and an ethical image
appealing to her clientele. However, she struggles with high prices, irregular supplies, a lack of
standardization, and a limited selection of scents and formats.
ACCEPTABILITY

Ecosystem players
● The Ministry of Commerce, Industry, and Promotion of the Private Sector oversees commercial
and industrial standards, ensuring compliance with regulations.
● The Ministry of Health controls the sanitary aspects of cosmetic and hygiene products, ensuring
they meet health and safety requirements.
● The Benin Standardization Agency (ABN) is responsible for developing, promoting, and
controlling applicable standards in Benin.
● The Beninese Office of Industrial Property (OBPI) manages the protection of intellectual
property rights, safeguarding the unique formulations and branding of Savons 2M.
● Ecocert, SGS, and other accredited bodies provide certifications related to organic and quality
standards, adding credibility to Savons 2M products. Strategic partnerships with energy
suppliers, tech firms, AI specialists. Also Monitoring competitors moves helps refine strategy.

Ecosystem influencers
● Public figures and opinion leaders who promote natural beauty, health, and artisanal products
can significantly influence consumer perception. Local beauty bloggers on platforms like
Instagram and YouTubers who endorse natural and ethical products can drive demand.
● Artists and public figures committed to promoting local products and inclusive economies can
also shape public opinion and encourage the adoption of Savons 2M.
● Social entrepreneurs and local business leaders recognized in the agro-industry and artisanal
sectors also influence consumer choices and acceptance of new products.
● The Federation of Artisans of Benin (FAD) plays a vital role by supporting local artisans and
producers through advocacy and resources, increasing credibility and consumer trust.
● Incubator networks such as Sèmè City and Talents Plus Afrique, which support young
entrepreneurs, help promote the project and attract investors.
● Consumer associations and NGOs advocating for responsible consumption can influence public
perception and encourage the adoption of environmentally and socially responsible products
like Savons 2M.
● Local and community radios can effectively raise awareness and educate the population about
the benefits of natural products and the impact of supporting local businesses.
● Facebook pages and community WhatsApp groups focused on health and natural products can
disseminate information, share testimonials, and foster a sense of community among
consumers.
FEASIBILITY

Features of the solution

● Savons 2M products are crafted using simple, locally-sourced, and traceable ingredients,
ensuring transparency and building consumer trust.
● Formulations are designed to be gentle on the skin and suitable for all skin types, including
sensitive skin and that of children, addressing a critical need in the market.
● The product line includes both solid and liquid soap formats, catering to various user
preferences and needs across different market segments.
● Savons 2M aims to offer products that enhance the image of establishments like hotels and
salons, providing a unique selling point and appealing to businesses looking for local and ethical
options.
● The pricing strategy balances artisanal quality with affordability, making the products accessible
to a broad range of consumers while remaining competitive with industrial brands.
● The enterprise is grounded in a commitment to social responsibility, integrating vulnerable
populations into the production chain and fostering job creation within the local community.
● The product line prioritizes ecological responsibility, using biodegradable ingredients, employing
simple packaging solutions, and minimizing the carbon footprint of production and distribution.

Technical partners
● Local raw material suppliers, particularly those providing red palm oil, coconut oil, and neem oil,
are critical. Establishing strong relationships with these suppliers ensures a steady supply of
high-quality ingredients.
● Cosmetic formulation experts and trainers, such as those from INMAAC in Cotonou, can provide
advanced knowledge and certifications in natural cosmetics formulation, ensuring the product
quality and safety.
● Hygiene and safety consultants who are familiar with the standards and regulations for cosmetic
production in Benin can help set up a safe and compliant production environment.
● Packaging suppliers who can provide eco-friendly and visually appealing packaging solutions are
essential for enhancing the product's market appeal.
● Local distributors, wholesalers, and retailers who can facilitate access to key markets and
consumer segments play a crucial role in the project's success.
● Financial institutions and microfinance organizations providing loans and financial support can
help secure funding for equipment and operations.
● Marketing and branding agencies that can develop a compelling brand identity and marketing
strategy, enhancing visibility and awareness of Savons 2M, both off-line and on-line.
Hypothesis to be validated – project consolidation
Evidence to be obtained to consolidate the project and actions to be taken by the team to move
the project forward

Desirability

High
● Consumers are actively seeking alternatives to industrial soaps due to concerns about
harsh chemicals and environmental impact.
● A significant portion of the target market values the brand's commitment to social
inclusion and is willing to support the project.
● The target customers are willing to pay a premium for natural and locally-made soaps
that offer a superior quality and are environmentally friendly.

Medium
● Customers will find the unique scents and formulations inspired by Beninese ingredients
appealing and will incorporate them into their daily routines.
● The brand will see higher adoption in urban areas with higher awareness of eco-friendly
and artisanal products.
● Eco-conscious consumers are willing to switch their loyalty from established brands to
support a local, ethical, and sustainable business.

Low
● Customers will actively engage with the brand on social media and participate in
workshops and events to learn more about soap-making and natural skincare.
● Current smart home users already trust AI-based automation.
● A community-based reward system will increase engagement.

Acceptability

High
● Government policies and regulations will support and incentivize the use of locally-
sourced, sustainable, and ethically-produced goods, benefiting Savons 2M.
● Consumers will trust the brand's claims about the natural ingredients and ethical
production methods based on certifications and transparent sourcing.
● Energy providers will collaborate rather than compete against the project.
 Medium
● Smart home users will prioritize privacy concerns over convenience.
● The use of natural ingredients and traditional production methods will resonate with
consumers and align with cultural values.
● The community will embrace Savons 2M as a local success story, fostering a sense of
pride and loyalty among customers.

Low
● Influencers and media will promote the product.
● Energy providers will not create barriers for new players.
● Compliance with environmental laws will be straightforward.

Feasibility

High
● The production of natural soaps using traditional methods and locally-sourced
ingredients is technically feasible and can be scaled to meet demand.
● The team can acquire the necessary skills and expertise in soap formulation, quality
control, and business management to ensure the long-term sustainability of the project.
● The system can be easily integrated with existing smart home devices

Medium
● Sufficient funding will be available to secure the equipment and resources necessary to
expand production and enhance the product's quality.
● Local distribution networks and partnerships can be established to effectively reach the
target market.
● Smart energy tracking will not require major hardware changes.

Low
● Customers will not need extensive training to use the system.
● The hardware and software can be developed within budget.
● Local energy companies will adopt the technology without resistance.
Interviews guides – for your persona

You will find below some suggested questions for your exploratory interviews, for some
requesters (persona).
(To help you more, emails to be sent to all of your persona/requesters will be proposed here
soon)

Interview guides

Persona / Requester - Aline - Urban Mother Focused on Family Health

Interview guide
● What are your biggest concerns when choosing hygiene products for your family/business?
● How satisfied are you with the current soaps you use in terms of skin sensitivity, scent, and
environmental impact?
● Are you familiar with the ingredients in your current soaps? How important is it for you to know
the composition?
● What factors would influence your decision to switch to a new soap brand?
● How important are ethical and sustainable practices to you when purchasing products?
● Would you prefer a soap that is locally made and supports local communities, even if it's slightly
more expensive?
● What do you value most in a brand - price, quality, or social impact?
● How much would you be willing to spend on a natural, locally-made soap compared to industrial
soaps?
● Are you interested in customized soap products tailored to specific needs?
● What additional information or certifications would you like to see on a soap product to trust its
quality and safety?
Persona / Requester - Mr. Adékambi - Hotel Manager Seeking Reliable Suppliers

Interview guide
● What are your biggest concerns when choosing hygiene products for your family/business?
● How satisfied are you with the current soaps you use in terms of skin sensitivity, scent, and
environmental impact?
● Are you familiar with the ingredients in your current soaps? How important is it for you to know
the composition?
● What factors would influence your decision to switch to a new soap brand?
● How important are ethical and sustainable practices to you when purchasing products?
● Would you prefer a soap that is locally made and supports local communities, even if it's slightly
more expensive?
● What do you value most in a brand - price, quality, or social impact?
● How much would you be willing to spend on a natural, locally-made soap compared to industrial
soaps?
● Are you interested in customized soap products tailored to specific needs?
● What additional information or certifications would you like to see on a soap product to trust its
quality and safety?
Persona / Requester - Prisca - Urban Beautician Passionate About Natural
Cosmetics

Interview guide
● What are your biggest concerns when choosing hygiene products for your family/business?
● How satisfied are you with the current soaps you use in terms of skin sensitivity, scent, and
environmental impact?
● Are you familiar with the ingredients in your current soaps? How important is it for you to know
the composition?
● What factors would influence your decision to switch to a new soap brand?
● How important are ethical and sustainable practices to you when purchasing products?
● Would you prefer a soap that is locally made and supports local communities, even if it's slightly
more expensive?
● What do you value most in a brand - price, quality, or social impact?
● How much would you be willing to spend on a natural, locally-made soap compared to industrial
soaps?
● Are you interested in customized soap products tailored to specific needs?
● What additional information or certifications would you like to see on a soap product to trust its
quality and safety?
Thank you for trying Neo!
Neo can make mistakes. Consider verifying important information.

For any question, please contact us at : neo-contact@[Link]