The goal of business planning is to establish and detail a working business model that will sustain the Wishvast concept through development, implementation, and growth. The preliminary business model (to be studied in Summer 2009) must also be adaptable to a variety of possible manifestations of the Wishvast concept (see: Scenarios).


Value Proposition
WishVast leverages existing mobile communication infrastructure and technology for the purpose of managing business contacts and personal acquaintances (known otherwise as a "who you know" network) in order to strengthen a user’s social network and build social capital. In rural, primarily agrarian communities, one’s economic network (the source of financial well-being) is comprised of trusted members of the individual’s social network. In order to increase the value of one’s economic network, users can share WishVast points via SMS in order to promote trust within a WishVast network and build a larger, trusted social network. WishVast also differentiates itself from other cell phone based services and applications by providing a way (through the WishVast Network Management Program) for owners of a WishVast network to customize the system to promote the organization’s social mission.

Competitive Advantage
As discovered and stated in the market analysis, the area of SMS services is a rapidly saturating market space. In order for potential customers to willingly choose our product over others, and in order to deliver our value proposition, we must maintain a strong, and easily recognizable competitive advantage. Our advantage over other SMS services is simple, the ability to develop trust between users of WishVast, and because of it's nature, it is virtually impossible to compete with other forms of "trust."

Two-level Innovative Business Planning
The success and value of WishVast is based on a double bottom-line, calculating both the economic return (for adoption, sustainability, and scale) and the social return (value gained from the users). Customers or users of WishVast in our Level Two Business Model are the members of a community or WishVast Network. There is an economic cost of SMS messages incurred by the user, however the social gain (be it information, WishVast points, etc) will outweigh the economic cost.

Even though, true to research, people in Kenya spend over 50% of their disposable income on communication technologies, the cost of using of WishVast could possibly become overwhelming to some users. After all, the cost of a text is a sunk cost for everyone. By reaching out to organizations such as Non-governmental Organization, Community Development Organizations, or other non-profits with social missions, we can alleviate the frustrations of our customers. These organizations possess the resources (money and time) and the capacity (people on the ground) to share the costs (and also the benefits of WishVast). For WishVast to be economically feasible and meet the social needs of our users, and ultimately benefit everyone involved, we must create an innovative two-level business model.

As the WishVast Venture, we plan to attract and offer WishVast to organizations whose social mission we can help promote, such as the Rongo Sugar Cane co-operative previously mentioned. Organizations will register their members at a cost of 80KSh per user, or about $1.00 per month. Not only does this help cover the costs WishVast, but the money made initially as profit will be used to buy bulk message services and pre paid text message credits from large mobile carriers. These messages will be distributed back to the groups who need it most.

In order to work for all scenarios, it is important to be flexible in our business planning. Therefore, we are exploring options such as premium message services, where we can skim a portion of the cost of each text message sent. Much like the previous business model, we'll be reinvesting this profit back into the venture.

First Generation WishVast Network
Currently, the entire WishVast system is comprised of a technological component (WNMP, laptop computer, and cell phone handsets), and a social network construct. The WNMP (laptop and tethered cell phone) will be owned, installed, operated, and serviced by the NGO, community organization, or business that decides a WishVast network is an asset. The possibility of job creation on this end of the system is available as people who become familiar with the WNMP can create their own networks and act as consultants with other groups to enable their own WNMPs.

The ability for a WishVast network to sustain itself economically is solely dependent on the social return from the users of the system, and the ability to offset the cost of each SMS sent. As well as seeking opportunities for third-party funding, we will be testing methods of micro-advertising (small ads placed in the remaining characters of an SMS) to open a new, more sustainable revenue stream.

Because WishVast networks are highly customizable, WishVast can scale to a large number of NGOs, community organizations, or businesses. WishVast requires no physical labor, only skilled labor that is easily transferrable.

Next Generation WishVast Network
Based on the success of our testing on the ground, WishVast will go under further development and ultimately be designed in a centralized WishVast Network (see: Centralized WishVast Network, in WishVast 101). The Level 1 business model will reflect this change as NGOs will no longer be responsible for owning and maintaining an individual WishVast Network Management System. Instead, WishVast will be available as a web service via internet or cell phone. This will lower the operating cost from the NGO standpoint, while still delivering the same value to their members.