RAIN’s Strategy 2014 - 2017

Guus PaardekooperDecember 9th, 2013

Major drivers behind our strategy

•Our ambition•Anticipate to market changes•Our current portfolio base: partners, funders & services•RAIN’s brand position > RAIN = Rainwater Harvesting Implementation Network

Our market strategy pillars

1. Keep focus on RWH as our niche

> RAIN is about Rainwater Harvesting

2. Broaden our value proposition

> Add new services with higher added value

3. Focus on specific markets

> Creates stronger client base & sustainable income

4. Develop strategic partnerships

> Strengthen our network & deliver full service offer

RAIN’s new Brand Identity will support us

•in becoming a top of mind organization

•In marketing our strategic pillars

Focus on RWH as our niche – applying it

In Themes WASH – Food Security – Climate Change – Renewable Energy

In Approaches 3R – MUS – Sustainable Business Development – Value Chains

In Environments•Existing Asals – Hills – Tropical Zones

•New Islands – (peri)Urban – Areas with undrinkable / unreachable groundwater

In Regions West Africa – East Africa – South-East Asia and Latin America

Broaden our value proposition (1)

Creates•A more balanced income (95% current income = programme management)•More income by delivering services with a higher perceived value•A clear range of interconnected services that complement each other

Core business = Programme Management in Implementation Programmes

Invest in•our services on Knowledge Sharing & Innovation•Our Advisory services•Lobby and promotion of RWH

Broaden our value proposition (2)

RAIN 3 main services are called1. RAIN Advice2. RAIN Intelligence3. RAIN Implementation

Turnover distribution RAIN’s services

2012 2017

RAIN Advice 2% 30%

RAIN Intelligence 2% 10%

RAIN Implementation 96% 60%

RAIN Advice

Services/activities1. Programme Design2. Programme & Project Support3. Technical support4. Programme & Project Monitoring & Evaluation5. Network facilitation / creation6. Lobby & promotion

Unique Selling Point’s•10 years of hands-on experience from RAIN Implementation (e.g. design, management and M&E)•Knowing how to translate concepts into sustainable water supply•Innovative approaches/tools/technologies from RAIN Intelligence & practices from RAIN Implementation•A large international network: Funders <> Knowledge Institutes <> Partners•Our partners & RAIN co-develop sustainable solutions i.e. business models/climate change resilient

RAIN Intelligence

Unique Selling Point’s•Network with knowledge institutes/universities/practitioners/decision makers•Hands-on fields experience & strong partner network: linking theory (Intelligence) <> practice (Implementation)

Services/activities Services/activities

Knowledge Sharing

•Guest lectures•Course development•Facilitating training courses•Publications: i.e. Best Practices/guidelines/manuals•Curricula development•Pooling knowledge•Linking knowledge partners

Innovation

•Tools•Technologies•Pilots

RAIN Implementation

Services/activities1. Programme Management2. Project Coordination3. Monitoring & Evaluation

Unique Selling Point’s•10 years international track record within RWH-niche

•Strong local and international partner network

•Link between Funding <> Implementation

•Combination of Expert Knowledge <> Programme/Project Managerial skills

•Hands-on experience in realizing RWH-structures

Our Markets

Who are we targeting?

Multilateral Funders i.e. IFAD/World BankGovernment al Funders i.e. DGIS & Dutch/EU EmbassiesInternational Knowledge Institutes i.e. ICRAF/IGAD/CAPnetPrivate sector companies i.e. subcontractor/partner of

engineering consultancies/SME’s

RAIN’s strategic partnerships

Why strategic partnering?

•Entrance to more diverse (nature of) funding 

•Increased scale and outreach/network

•Strengthen our knowledge base and impact through others: enable a Rainwater Movement

•Integrated approach requires a full service offer, each partner a distinctive value

•Improve efficiency i.e. joint proposal writing

What is unique about RAIN?

RAIN is a one-stop partner that•manages your implementation programmes

•supports you in your design, management, M&E of programmes & projects

•connects you to other organisations as a networker

•shares and develops knowledge on RWH

•supports learning at global level

Our partners & RAIN know how to get the job done based upon our extensive

experiences in managing implementation of RWH-programmes & -structures and our

extensive network

We will further strengthen innovations in tools, approaches and technologies and

available expertise

RAIN’s New Brand Identity

How?•Change from

– RAIN = Programme Management & Implementation (monolithic brand) TO– RAIN = RWH Advice + Intelligence + Implementation (semi-monolithic brand)

•RAIN has an offering of a clear range of 3 connected services•Decentralised approach: hubs in Ethiopia, Uganda ….•By creating the right RAIN brand feeling:

– Mission: Rainwater belongs to everyone– Vision: A world in which rainwater is globally used, in balance with the

environment, to ensure healthy living now and in the future.– Role: Global partner by connecting – advising – designing – implementing (role)– Feeling: Open – transparent – authentic – intelligent – professional – creative - …

•New design marketing/communication tools like new website, house style etc.•Launch RAIN’s brand December 12th, 2013

Be partner and feel free to co-develop!

Questions?

Clarifications?

1st remarks and input?

3 work groups3 questions:

a)What do you think of this strategy and why do you think so?

b)How do you envision your future role as a partner and ‘co-creator’?

c)What are the main opportunities/leads on your (local) market(s)?

Thank you

&

Let’s start co-creating!