An approach to increase sanitation coverage using the assumption that sanitation is a business where services and products can be sold by providers and retailers to interested consumers. It borrows from private sector experience to develop, place, and promote an appropriate product at the right price, which can be a latrine, toilet, or other excreta disposal system. It brings together supply and demand, and assumes that market research needs to be conducted to understand consumer demand, and that appropriate products and services need to be put in place to satisfy that demand. Program monitoring should be set up to keep the market operating effectively.