What recently launched nonprofit product/service succeeded by applying Robert Cooper's new product formula for success? Explain how the product/service met the six characteristics of superior new products. Now think of a new nonprofit service that did not meet the six characteristics, and explain why it failed.
Robert Cooper's research on new product success consistently highlights key characteristics that differentiate winners from losers in the marketplace. While his initial work focused on commercial products, these principles are equally vital for the success of new nonprofit products and services, where "value" often translates into social impact and "customer" includes both beneficiaries and donors.
A recently launched nonprofit-aligned service that has achieved significant success by applying Robert Cooper's new product formula is M-TIBA in Kenya. Launched in 2016 as a partnership between Safaricom, CarePay (a social enterprise), and PharmAccess Foundation (a nonprofit), M-TIBA is a mobile health platform that enables users to save, send, and receive funds specifically for healthcare via their M-Pesa mobile money accounts. It functions as a digital health wallet, connecting users to a network of accredited healthcare providers and offering micro-health insurance products. While Safaricom is a for-profit entity, the core mission and impact focus, driven by CarePay and PharmAccess, firmly place its service delivery within the nonprofit social impact space, aiming to increase access to affordable healthcare for low-income populations.
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