!!Sensitive Observation Directive:becarefulofphrasing/bringthemuponlywhentherespondentbringsthemup FurtherProbing BIOGRAPHY Name(Fullnameincludingfathersnameandvillage/familyname.) AgeandSex !!MaritalStatus Languagesspoken/readandwrite Existingtechartifacts ownamobilephone?Historyofpurchaseofmobilephone(periodof ownership,model,pointofpurchase,multiplephonesifany) VILLAGE Whereareyoufrom?Village? Howfarisit?Doyouvisitit?Howoften?Onwhatoccasions?Howdoyoucommute?

ute?Whostays there? Areyouintouchwiththem?How? Whataretheiroccupations?Isthereanativeoccupation? Whatarethechangesthatyourhavetakenplaceinthevillageinthelastfewyears? Whatisthestateofinfrastructureinthevillage?Electricity,schools,hospitals,roads. Wheredopeopleinthevillagebuytheirthingsfrom?(Istherearegular/occasionalbazaar? Howfarisit?Dopeoplefromneighboringvillagesalsocomethere?Whatisthedifference betweenthatbazaarandthis?) FAMILYBG Familymembersandstructuremother,father,spouse,siblings,uncles,auntsetc Occupationoffamilymembers.EducationalBG. Backgroundoffamilymembersintermsofthevillagestheycomefrom PatternofMovementfromVillagetoTown/cityoffamily Howdidhe/shehappentocometothetown?Whocamefirst?Whatdidtheydoin thetown?Etc. FAMILYROUTINE Dailyroutineoffamilymembers?Yourroutine?(before,afterwork) Howdoyoucommunicatewiththemintheday?Usuallywhatissues? MOHALLA Wheredoyoulive?Howfar?Howdoyoucommute? Rentedorownaccomodation?

Whoallliveinyourmohalla?Sameoccupation/community? Stateofinfra OwnershipofdurablesTV,Vehicles,mobilephones Anyoccasionswhereyougettogether?Whatdoyoudothen? Meansofcommunicationwithinthemohalla? BUSINESS(General) HISTORY: Howoldisthisbusiness?Howdidyouenterthisbusiness?Whatdidthey/youdobeforethat? Probsfacedinestablishing. Shoptypefixed/mobile,permanent/pavement(kacha).Territoriality.Visibility.Businesswrt location.Shopinfra. OWNERSHIP/DIVISIONOFWORK Whoownsthisbusiness? Whoallcontributetoit?Fromthefamily?Whataretheirroles?(Fixedorfluid?Whose authorityisfinalindecisionmaking?Dotheyknowdetailsofbusiness?) Shopownorrented?(Whoowns?Rental?) !!Registered? ROUTINE Dailyroutine.Diffinrouineonweekends. Changeswrttimeoftheday,week,month(seasonality).Festivals. Alternativebusiness? Languageusedindailyroutine. SUPPLYCHAIN Structureofsupplychain(manufacturers,middlemen,distributers,wholesalers) Aretheyfixed?Criteriafordealing?(Howdidyoucometoknow) Physicalareacoveredbythesupplychain Isthereanydominantcommunityatanylevel?Incidenceofrelationships? Natureandmodesofcommunication: Howarepricesfixed?(bargain,Doesthebargainingpowerrestwithanygroupinthe supplychain?) !!Transaction(Modesofpayment,timelines,tracking,recovering) !!contracts?(formal/tacit.Whathappenswhensomeonedoesnotdeliverapromise?) Meansofcommunication.(Incl.businesstrips,BD) Responsetonewarrivalsinmkt.Activelysearch/passivelyknow. Otherproblems?Anyinstances?Bottlenecks?Miscommunication) INVENTORY

Ordertime.Quantity.Tracking.Storageandstacking. Qualitychecks? Anyproblemsfacedwith? POS BOOKKEEPING Keeprecords?Official? Bills/Receipts?Kaccha/pakka?Taxes. Calculation? Keeptrackofprofit/loss,growth. Modesofpayment Howdotheydecidestacking?EffectofPOSoncustomerdecisions? Queuing,attentionofshopkeeper,servicetime Bargainpractices Affectofgender. LABOR Laboremployed?Daily/monthly/yearlybasis?(Wageorcasual) Natureofworkdelegated.New/challengingworkwhodoes? Wheredoyoufindthem?Howdotheyfindjobinfo? Wheredotheycomefrom?Withfamily?Wheredotheylive? Thingsyoulookforwhenhiringlabor. Problemswithlabor.Attrition.Causes. !!Transactions.Modeofpayment.Dotheytakecreditfromyou?Forwhat? Literacylevels. !!Workingtermsandconditions.Whathappenswhensomeonetakesanoff/leaves?Whendo theynormallyta CUSTOMERRELATIONSHIP Describethekindofcustomerswhocometoyou(Incomegroup.Location.Nearvsfar) Howdoeshecreatedifferentiation?Persuasion? Modesofcommunication.Howdopeoplecometoknowofhim? Factorsaffectingtheirbuyingdecision Buyingfromthesamecommunity Personalisation?Homedelivery?Phoneorder? Focusedcustomervsundecidedone. Customereducation.Influencingchoices. Regularvsoccasional.Differenceindealing.Keepingcontacts?

Subjectofconversation. Specialfavors?Credit? Customercomplaints,dissatisfaction.Howdoyoutackle?(Guarantee.Repairs,Returnpolicy andprocess.instances) Thoughtsonbargaining Anychangesincustomerinthelastfewyears?( BUSINESSNEIGHBORHOOD Whichcommunity?Isthereadominantone?Differenceinoperation? Incidenceoffamilialrelationshipsamongshopkeepersintheneighborhood? !!Anyperson/communitythatdominates/influencesgreatly. Subjects/natureofinteraction.Modesofcommunicationamongeachother.Giveandtake? Keepingthataccount? Anycommonactivity/gettogether? Trackingotherbusinesses? Complementaryandsubstitutebusinessesaround. !!Thoughtsonhawkersandvendors. Rolemodelsomeonewhohasachievedmoresuccessthanothers.Tellabthim. Ifilliterate,supportfrompeers? type,demands,behaviors) keanoff?Aretheyentitledtoholidays?(likeSundayetc) STRATEGY(ANDTACTICS) Sourcesofinfoonmkt.Infoimptobusiness. GatherinfoaboutnewbusinessdealerBGcheck? Discount/salesmethods? !!Reinvestment.Liquidity. Otherfactorsforbusinesstosucceed.Examples.Tacklingcompetition. Easeofentry.Whocanstartup.Resourcesandskillsneededtostartup. Supportexisting/neededtostartup. Natureofproblemsfacedinthebusiness? Whathavebeenthechangesinlifestyleinthelastfewyears? Changesinbusiness? Futureplans?Plansforchildren? Viewonorganizedretail.Whendopeopleprefertogothere?Whendotheyoptforthem? MISC !!Mistakesmade(eg.)pronetomakeinthebusiness? !!Banka/candusage

TECHNOLOGY Accountsthepaymentschedulewithsuppliers.Dotheypayinadvance.Howdotheytrack payments.Howdotheytrackoneswithoutreceipts. Ifexchangeofgoodswithothershopsthenhowdotheykeeptrackofmoney? Contactmanagement.Storingnos.ofagentsandcustomers. Whendidyougodigital?/Doyouhaveplansto?Thoughtsaboutit.(Electronicvsmanualscale. Display.Creditcard/debitcard.Computers.) Dotheyhaveanemployeeregister? Labelstheuse,cycle,thoughtsaboutthem. Visitingcardscycle,usage,thoughts Calendarsusage Printinguse,products,servicesandpeopleinvolved,thoughtsonprintingbill