Tag Archives: Sanitation Marketing Scale Up (SMSU) project

iDE Shares Lessons Learned in Building Markets for Sanitation

iDE is proud to announce a new microsite: sanitationmarkets.ideglobal.org. This site outlines the evolution of iDE’s sanitation program in Cambodia, from preliminary market studies to the largest program of its kind in the world.


We made this site because we hope that our experiences will inform the design, implementation, and cost-effectiveness of future sanitation marketing projects.

Here are a few featured posts on the site:

Are We Moving the Needle on Latrine Coverage? Sanitation coverage increased from 29% to 45%in the seven project provinces, a jump of 16% in just over just 2.5 years.

Latrine Sales Exceed “Excellent” Target The project surpassed the topline “excellent” target of latrines sold through project-connected businesses. Update in May 2016: 228,151 latrines have been sold through project-connected business, with average monthly sales at around 5,000.

Reaching the Poor with Sanitation Overall, there has been a doubling (12% increase) in sanitation coverage among the poor since the baseline in early 2012.

Professionalized Sales Drive Latrine Uptake Achieving the public health goal of rapid latrine uptake necessitated an active role by the project in managing latrine sales activities. Professionalization of sales is a crucial investment for sanitation market development efforts to ensure that the critical activity of selling is deliberate and based on industry best practices. With the support of Whitten & Roy Partnership, the project developed a sales training approach that included systematic sales training and sales management processes and a package of supporting tools, which were developed in collaboration with 17 Triggers.

Driving Latrine Affordability With Access to Finance In partnership with IDinsight, we learned that under certain conditions, financing has the potential to increase latrine uptake fourfold at a $50 market price and decrease operating costs by 70%.

To contact iDE about a potential partnership, send an email to: WASH@ideglobal.org

iDE Cambodia hits 100,000 toilet sales in 2 years

ide Infographic

ide Infographic

iDE Cambodia has facilitated the sale of 100,000 Easy Latrines in two years through sanitation marketing, reaching an estimated 470,000 people, according to a June 14 press release.

The iDE Sanitation Marketing Scale Up (SMSU) project operates in seven Cambodian provinces. It started with a pilot project in 2009 and scaling-up began in September 2011. So far total latrine sales including the pilot is 118,000.

The average latrine coverage in the seven provinces where the project is taking place inceased by 11% to 40% over the two years since scale up began. Coverage for the poor increased 6% overall. In Kandal province alone, 18% of project-linked sales went to poor households, nearly doubling poor coverage in that province from 15%  to 29%.

The three-year SMSU project is funded by the Bill & Melinda Gates Foundation and the Stone Family Foundation, and technically supported by the Water and Sanitation Program (WSP) of the World Bank. The project is supported by the Ministry of Rural Development.

For every latrine sold through a small business trained by iDE, another latrine is sold through a non-connected business, creating a ripple effect. The average latrine sells for US$ 41.50.

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