Water For People takes a market-based approach to sanitation. Instead of providing hygiene materials, we support entrepreneurs to provide sanitation products and services. This approach is more sustainable and creates jobs and lifts local economies along the way.
After graduating from college with a degree in business, Alexandra was at a crossroads. His parents owned a large hardware store in Cascas, Peru, which was a fixture in the community. He couldn't decide whether to join his business or take a chance and expand on his own.
Alexandra came across a local contest for young entrepreneurs to submit a business idea to earn seed money to get started, and she knew she had to enter. This was her chance to take a risk and establish herself as a businesswoman.
But first, she needed a business idea.
"I asked, 'What is missing here in Cascas?'" Alexandra recalls. She had lived in Cascas all her life and knew the community well. The first need that came to mind was bathrooms. I knew that at least the 20% of families across the district did not have safe sanitation services.
"I've worked at my parents' store since I was 12, so I already had knowledge about sanitation materials," Alexandra said.
Armed with that knowledge, she quickly began working on creating her business plan for a hardware store that would focus exclusively on bathroom and sanitary products. "Some people discouraged me and told me, 'You're not going to be able to sell these types of products.' '" Alexandra shares. "But I said, 'No, everyone wants to upgrade their bathrooms. There's a market for this.'"
The contest had 74 entrants, and Alexandra was one of only 11 winners. She was awarded just over $1,500 USD to start her business, and she quickly hit the ground running.
"I used the money to invest in all the materials: toilets and other supplies," he explained.
Alexandra stocked her small store with as much inventory as she could: sinks, faucets, toilets, tiles, and whatever materials families needed to complete their bathrooms. He started marketing on social media and eventually plans to use local radio and television to reach more potential customers.
Water For People is supporting Alexandra's business by driving potential customers through sanitation fairs and sanitation promoters. Throughout Cascas, behavior change advocates trained by Water For People have spoken to families about the importance of having safe and hygienic bathrooms. These families can now head to Alexandra's store, where they can buy everything they need for their bathrooms, families like Robert's.
Robert is a single father who lives with his 9-year-old son Victor. When Robert decided to build his modest home last year, he knew he wanted to make sure it had a good bathroom. Having a bathroom has made his life happier and healthier, and Victor prides himself on practicing good handwashing and hygiene habits.
Thanks to companies like Alexandra's, families across Cascas can now access all the materials they need to build bathrooms they are proud of.
Robert and Victor represent Alexandra's ultimate goal: for every family in their district to have bathrooms. For her, building a bathroom is one of the best things a person can do for their family.