Furthermore, it was recommended that HappyTap move away from a single product, and instead produce a generic HWD to be rebranded according to customer and partner preference. In this regard, Unilever had already produced HWD's branded with Lifebuoy soap for handwashing training in schools.
The HappyTap Company would focus on production, sales, and distribution in an attempt to reduce logistical and inventory-related costs. The Company would expand partnerships with private, public and civil sector organisations to deliver the HWD through multiple distribution and sales channels. Partners focused on health and hygiene, like drug stores, may be more inclined to carry and distribute the HWD, while partners like FMCG companies may be interested in the option of customizing the HWD. Finally, institutional customers, including NGOs, may include the HWD as part of their health and hygiene marketing and campaigning. These efforts would help HappyTap broaden its reach ad increase its revenue.
In contrast, the HappyTap Foundation’s mission would be to increase public awareness and understanding of hygiene, public health, water and sanitation. As a charitable organisation, the Foundation could seek pro-bono services to help develop a compelling brand, marketing material and campaign events. The Foundation could also leverage data collected from tech-enabled HWDs to lead and coordinate studies on handwashing behavior in partnership with international NGOs.
HappyTap’s objective is not focused solely on meeting a revenue target: it is to change behaviors in Vietnam and ASEAN as a whole. Vietnam’s compliance with mask-wearing and social distancing regulations shows that people are willing to accept and embrace new measures to achieve public wellbeing and in solidarity with their fellow residents. This is an opportune time for organisations like HappyTap to capitalize on their products and support the enabling environment that allows people to maintain better personal hygiene habits.