Product Introduction

Jeevan Dhara is a unique water filtering device developed for poor and needy people of the rural areas
that lets you drink directly from streams and lakes or from a bottle. It uses advanced hollow fiber
membrane technology to filter up to 264 gallons or 1,000 liters of water to 0.2 microns and removes
99.9999% of waterborne bacteria, including E. coli and salmonella.

It reduces turbidity (muddiness) and has no aftertaste of mud or the water source. It is ultralight: weighs
only 2 ounces or 57 grams and is highly portable: only 9” (22.5 cm) long and 1 inch (2.5 cm) in diameter.
It requires no electrical power, batteries or replacement parts and is verified by the US Food and Drug
Administration regulations and standards as well as Nepal Health and Sanitary Department.

It is highly durable with continuous usability till 12 years. It is very easy to use. Simply place one end of
the Jeevan Dhara tube into unfiltered water (a water bottle, river, or even a puddle) and suck clean water
through the top of the straw. Reverse and blow to clean the device. Even small children can use it. Highly
effective in rural areas where clean drinking water is a major issue.

Consumer Persona

Section 1: Who
Persona Name Mrs. Gaitri Mahato
Back ground  Works in the field with her husband
(Job? Career Path? Family)  Married with 2 daughter of age 5 and 8 and
an infant boy of 8 months

Demographics
(Male or Female? Age? Income? Location)  Hardworking laborious woman
 Age- 30-35
 Income Rs. 6000- 7000 per month
 Rural Village of Western and Far Western
Nepal

Identifiers
(Demeanors? Communication Preference)  Calm yet caring demeanors( for Children)
 Shy, Dominated by a male figure head
 Dedicated wife and a loving Mother
 Preferred Communication medium through
face to face interactions or through radio or
TV as low education level restricts them
from social medias tools such as emails or
Facebook

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Section 2: What?

Persona Name Mrs. Gaitri Mahato

Goals  Keep her children safe and healthy from

(Primary Goals? Secondary Goals) hygiene related diseases
 Have provision for safe drinking water for
her family at home
 Reduce her children School turnover rate
 Have access to clean drinking water for her
children outside their dwelling

Challenges
Primary Challenge? Secondary Challenge
What can we do?
To help our persona achieve their goals
To help our persona solve their problems
 Getting pure drinking water
 Lack of natural source of water supply
 Good purifiers being expensive and non-
durable
 Need to buy and replace many internal
parts of the regular water purifier
 Lack of mobility
 Lack of hygiene knowledge
 Train and educate the need for hygienic
lifestyle
 Develop ultra portable and highly efficient
but not costly equipment to enable clean
drinking water
 Develop easy access for these products
 Reduce or eradicate the need to replace
internal parts frequently

Section 3: Why?
Persona Name Mrs. Gaitri Mahato
Real Quotes  It’s frustrating to see my children
About goals, challenges having to drink from taps and
river.
 I am concerned what my children
must have drunk after playing in
the field.
 I wish I could magically prevent
my children from getting diarrhea
or vomiting.

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  I wish I wouldn’t have to walk 10
Common Objections kms to get clean drinking water.
Why wouldn’t they buy your products/ services?

 I think that the product is too

expensive to use.
 I will have to buy the product
frequently or replace their parts
which are hard to get.
 I don’t want to use very complex
devices.
 How can a device that looks like a
tube prevent diseases that big
filters cannot prevent?
 Why should I believe that a tube
live device resists 99.9 percent of
germs?

Section 4: How?
Persona Name Mrs. Gaitri Mahato
Marketing Message  Go to homes along with medical
How should you describe your solution to your practitioners or NGOs
persona representatives or someone with
people’s trust and give real
practical demos
 Arrange a program at health-posts
or local gathering areas such as
schools or community water taps
and educate people about the risks
and how these risks are avoided if
not, eradicated by our product.

Elevator Pitch  We will give you a device which

Sell your persona on your solution
kills 99.99 % of harmful germs at a
reasonable cost which is highly
portable, possesses many years of
durability, easy to use and could
eradicate the need walk huge
distance to get safe drinking water
and turn any source of water no
matter how muddy or dirty to
clean and odorless safe drinking
water.

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