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Bright Light

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Bright Light Innovations is a real situation – the names, dates, and plans were correct at the time the case was written. The case is based on an award winning business plan created by a team of students (mostly undergraduates) and faculty advisers all of whose names are mentioned in the case. An instructor should be aware that students might do an online search of the company and product and discover its latest strategy. As of this writing, such a search only yields information about how the business plan fared in various competitions.

The case allows a discussion of several important issues. At a broad level, the case deals with selling a relatively technical breakthrough that could have tremendous social value in a developing country. It shows how marketing principles can be used to help a less-fortunate population.

But marketing a product in a developing country can be a real challenge. Channels of distribution are often limited. Consumer incomes are low – and the Starlight Stove might cost one third of the average per capita income. The selling price on the stove, which has not been set, might range from $80 - $100 or more. This is a considerable expense in a country where the gross per capita national income is only $400. The case mentions microfinancing and a 20% interest rate is typical. Broken down to $.68 per week, customers may better understand costs and benefits. The stove offers significant economic benefit by allowing owners to spend more time on education or income-generating activities.

Let’s briefly walk through some of these elements and possible discussion points.

* External environment. An instructor might discuss the impact of cultural values on aid for developing countries. Traditionally, most aid to impoverished nations was in the form of grants, government relief, and/or donations. But this approach has its

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