PERIFERRY: FERRYING TRANSGENDER PEOPLE FROM THE EDGES
TO THE MAINSTREAM CASE STUDY SOLUTION
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SYNOPSIS
PeriFerry is a pioneering social enterprise working toward creating sustainable livelihood opportunities and
inclusive workplaces for transgender persons in India. Originally located in Chennai, Tamil Nadu, India,
n
PeriFerry has upskilled 320 transgender persons and sensitized more than 30,000 employees about their
tio
inclusion in the workplace. PeriFerry’s founder and chief executive officer, Neelam Jain, does not believe
in an extravagant showcase of effort. Instead, since she founded PeriFerry in 2017, her approach was that
when transgender persons wished to transform their lives, they could locate and reach out to PeriFerry via
lu
the internet and various social media platforms like LinkedIn, X, Facebook, or Instagram or meet on-ground
community representatives. Once this connection between transgender people and PeriFerry is established,
then Jain organizes various workshops and training programs like REVIVE: Foundational Course and
So
REVIVE: Tech. Transgender persons who are abandoned by their family members and have no shelter can
also reach out to PeriFerry for short stay accommodation in their Trans Inn centre. The Trans Inn provides
support to transgender persons along with training for employment opportunities.
But Jain is looking forward to PeriFerry’s next five years and contemplating whether this approach,
The Case Solution Starts From page 5
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ASSIGNMENT QUESTIONS
1. Identify the two options available to Neelam Jain for scaling the social impact of PeriFerry. What are
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the possible strengths and limitations of these two options?
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2. What strategies are available to PeriFerry to scale social impact by either deep or wide scaling? Analyze
these strategies in terms of scaling wide and scaling deep.
3. What organizational capabilities does PeriFerry require to scale its social impact? Apply the SCALERS
lu
model to understand the various organizational capabilities for scaling social impact.
So
The Case Solution Starts From page 5
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2. What strategies are available to PeriFerry to scale social impact? Analyze these strategies in
pl
terms of scaling wide and scaling deep.
Social organizations have a number of strategies at their disposal to create social impact.13 These strategies
m
are categorized based on whether the social enterprise selects wide or deep scaling.14
Sa
Strategies for Wide Scaling
• PeriFerry can scale wide by developing new services for transgender people related to their existing
n
services. For example, PeriFerry experienced scaling wide when it launched sensitization programs to
help corporates create inclusive workplaces for transgenders. PeriFerry could also contemplate reaching
tio
more corporate employees by launching e-learning modules for training and sensitization workshops.
With a variety of massive open online course platforms at its disposal, PeriFerry can launch a basic
course on how corporates can create a diverse and inclusive workplace for transgender people. The new
lu
services can also be completely unrelated to the existing offerings. For instance, Jain is contemplating
an entirely new business-to-business gifting unit where transgender persons can make handmade gift
So
items that can be sold to corporate partners. Alternatively, they can think about launching a mobile
application that offers mental health and community networking options to transgender people.
• PeriFerry can also scale wide by improving existing services offered to transgender people and
companies. For instance, training modules for corporate sensitization can touch upon local nuances and
problems faced by transgender people or upgrade them with interactive modules or a wider range of
trans issues like discussing their rights as per the government regulations, and so forth.
• Another strategy for achieving wide scaling is expanding services based on existing beneficiary demands.
The Case Solution Starts From page 5
, EXHIBIT -2: INTEGRATING SOCIAL IMPACT SCALING, SCALING STRATEGIES AND
ORGANIZATIONAL CAPABILITIES FOR PERIFERRY
ANTECEDENTS PROCESS OUTCOME
Wide Scaling Strategies
Organizational Scaling Social Impact
▪ Developing new services
Capabilities
▪ Improving services
▪ Beneficiary demand
Staffing
▪ Geographic expansion
Communication
Alliance-Building
e
Deep Scaling Strategies
Lobbying
pl
▪
Earnings-Generation Deep Scaling
▪
▪ Replicating
m
▪
Stimulating Market Forces
▪
Sa
▪
▪
n
tio
lu
So
The Case Solution Starts From page 5
TO THE MAINSTREAM CASE STUDY SOLUTION
e
pl
m
Sa
SYNOPSIS
PeriFerry is a pioneering social enterprise working toward creating sustainable livelihood opportunities and
inclusive workplaces for transgender persons in India. Originally located in Chennai, Tamil Nadu, India,
n
PeriFerry has upskilled 320 transgender persons and sensitized more than 30,000 employees about their
tio
inclusion in the workplace. PeriFerry’s founder and chief executive officer, Neelam Jain, does not believe
in an extravagant showcase of effort. Instead, since she founded PeriFerry in 2017, her approach was that
when transgender persons wished to transform their lives, they could locate and reach out to PeriFerry via
lu
the internet and various social media platforms like LinkedIn, X, Facebook, or Instagram or meet on-ground
community representatives. Once this connection between transgender people and PeriFerry is established,
then Jain organizes various workshops and training programs like REVIVE: Foundational Course and
So
REVIVE: Tech. Transgender persons who are abandoned by their family members and have no shelter can
also reach out to PeriFerry for short stay accommodation in their Trans Inn centre. The Trans Inn provides
support to transgender persons along with training for employment opportunities.
But Jain is looking forward to PeriFerry’s next five years and contemplating whether this approach,
The Case Solution Starts From page 5
, e
pl
m
Sa
ASSIGNMENT QUESTIONS
1. Identify the two options available to Neelam Jain for scaling the social impact of PeriFerry. What are
n
the possible strengths and limitations of these two options?
tio
2. What strategies are available to PeriFerry to scale social impact by either deep or wide scaling? Analyze
these strategies in terms of scaling wide and scaling deep.
3. What organizational capabilities does PeriFerry require to scale its social impact? Apply the SCALERS
lu
model to understand the various organizational capabilities for scaling social impact.
So
The Case Solution Starts From page 5
, e
2. What strategies are available to PeriFerry to scale social impact? Analyze these strategies in
pl
terms of scaling wide and scaling deep.
Social organizations have a number of strategies at their disposal to create social impact.13 These strategies
m
are categorized based on whether the social enterprise selects wide or deep scaling.14
Sa
Strategies for Wide Scaling
• PeriFerry can scale wide by developing new services for transgender people related to their existing
n
services. For example, PeriFerry experienced scaling wide when it launched sensitization programs to
help corporates create inclusive workplaces for transgenders. PeriFerry could also contemplate reaching
tio
more corporate employees by launching e-learning modules for training and sensitization workshops.
With a variety of massive open online course platforms at its disposal, PeriFerry can launch a basic
course on how corporates can create a diverse and inclusive workplace for transgender people. The new
lu
services can also be completely unrelated to the existing offerings. For instance, Jain is contemplating
an entirely new business-to-business gifting unit where transgender persons can make handmade gift
So
items that can be sold to corporate partners. Alternatively, they can think about launching a mobile
application that offers mental health and community networking options to transgender people.
• PeriFerry can also scale wide by improving existing services offered to transgender people and
companies. For instance, training modules for corporate sensitization can touch upon local nuances and
problems faced by transgender people or upgrade them with interactive modules or a wider range of
trans issues like discussing their rights as per the government regulations, and so forth.
• Another strategy for achieving wide scaling is expanding services based on existing beneficiary demands.
The Case Solution Starts From page 5
, EXHIBIT -2: INTEGRATING SOCIAL IMPACT SCALING, SCALING STRATEGIES AND
ORGANIZATIONAL CAPABILITIES FOR PERIFERRY
ANTECEDENTS PROCESS OUTCOME
Wide Scaling Strategies
Organizational Scaling Social Impact
▪ Developing new services
Capabilities
▪ Improving services
▪ Beneficiary demand
Staffing
▪ Geographic expansion
Communication
Alliance-Building
e
Deep Scaling Strategies
Lobbying
pl
▪
Earnings-Generation Deep Scaling
▪
▪ Replicating
m
▪
Stimulating Market Forces
▪
Sa
▪
▪
n
tio
lu
So
The Case Solution Starts From page 5
