Convenient sanitation is a basic human need and it seemed logical that someone would develop a viable business model to serve this enormous market.

FORBES: Building a Scalable Business in Ghana: Because Every Family Deserves a Toilet

The next step of value capture is that you have an intended value goal but actual delivery towards that value is simply ad hoc you have a logical plan to deliver value but it is not yet a proven model, and hence you may or may not actually derive value from it.

FORBES: Constellation Research Group's Maturity Model for Social Business