Inclusive businesses wanting to market to low-income, rural consumers are increasingly using a village entrepreneur model for the ‘last mile’ of their distribution channel. However, although this model is growing in popularity, its use does not always guarantee success.

“The 'last mile' challenge: the limitations of the village entrepreneur model” looks in detail at circumstances where the ‘village entrepreneur’ model does and doesn’t work and why it may not be a universal solution to the ‘last mile’ challenge.

It is based on the experiences of some of the inclusive business projects being supported by the Business Innovation Facility and is intended to help other businesses to decide what type of village entrepreneur (VE) model, if any, is most appropriate for reaching their customer base.

The companion publication, “Reaching the Rural Consumer” is a two-page Checklist which offers a series of factors for consideration, from the perspective of all stakeholders to help determine whether or not the VE model is appropriate and how likely it is to succeed.