In this module, specific training is provided on business development, marketing strategies and business promotion, particularly in the context of crafts and semi-industrial businesses.
By the end of the training, the learner should be able to:
1. Understand the basic elements to take into account when starting a business. 2. Understand different selling techniques and how various marketing processes can be used to reach different clientele bases. 3. Grasp what a sustainable business is and the key factors to reach this goal. 4. Connect to other artisans and makers in their area of expertise or region who have similar goals to create mutually beneficial networks. 5. Understand possible external funding opportunities and how to use them. 6. Appreciate, benefit from and take care of the specific skills that make their process and product unique. 7. Understand how new technologies can be used as an opportunity to grow and improve their business.
How can I start my own business?
How can I create a successful business?
<slider> Let’s have a look at some examples of successful businesses in the crafts sector. These will give us a clue on what is important to be thinking about when starting a new business.
Here are the main success factors:
Knowledge about the context and motivation
Knowledge about clients’ needs
Innovation
Planning
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<slider> To be a successful entrepreneur, it is necessary to be creative and innovative, to take risks, to be able to plan and manage projects, and to be passionate about what you are doing.
It is also important to understand tax laws and bureaucratic processes that you will have to face in your home country as a new company.
Let's have a look at the case of the company Ancient Greek Sandals. </slider>
<slider> Ancient Greek Sandals
The company Ancient Greek Sandals, founded in 2012, uses inspiration found in traditional Greek design and myths to create handmade leather sandals for women. Their goal is to be both functional and elegant.
Watch a short video about the company here
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<slider> So how can you learn about the context your business is in?
And how can you evaluate your commitment (motivation) to the business? </slider>
<slider> Hints inspired by our case studies
Understand the supply and demand situation of the market that you are going to work with.
Understand what is your personal motivation for entering into this market.
Think about how your product and your motiviation for production fits into the market.
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<slider> Remember that a business is an organisation whose main goal is to satisfy the customers needs (Cr@ftsman project, 2011).
This means that you have to learn about these needs and consider what needs you plan to satisfy.
Let's have a look at the case of the Portuguese company GUR. </slider>
<slider> GUR
The production of GUR rugs started with a simple collaboration between young designers and artisans that was so successful that a market niche was identified. The final output is a unique rug which has both the practical function of being a carpet and the visual appeal of being a work of art.
These rugs can now be purchased online worldwide and in stores in Lisbon, Porto, London and Barcelona.
Read a short interview with the company founder here
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<slider> So how can you learn about the clients’ needs?
How can you decide on the needs you will try to satisfy? </slider>
<slider> Hints inspired by our case studies
Allow yourself to be inspired by what you observe around you, what is missing from the market.
Remember that good ideas are only marketable if they have a cliental base to sell to.
Think about what people you know buy or would like to add into their lives.
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<slider> Innovation is the implementation of a new or significantly improved product (or service), or a process, or a new marketing method, or a new organisational method in business practices, workplace organization, or external relations. Innovation is about solving problems and creating solutions. </slider>
<slider> Innovation is essential in the crafts sector.
Usually the crafts sector works for niches, i.e., for small fringes of the market that look for something different. That is usually when your client is also available to pay more for a product when compared to other industrialised products in the market.
For this reason, you must be able to differentiate, look for something that is unique in your product - materials, design, etc. - while still responding to your clients’ needs. One way to do that is to incorporate local tradition and culture to make your product distinctive from what clients may find elsewhere.
Let's have a look at the cases of the companies Brunello Cucinelli Cashmere and CHICoração. </slider>
<slider> Brunello Cucinelli Cashmere
How do you convince young people to enter into the world of humble trades?
Brunello Cucinelli believes that the answer is to restore the dignity of these crafts. This Italian brand produces quality, luxury items while still valuing the human aspect of their manufacturing.
Watch a short video about the company's philosophy here
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<slider> CHICoração
For this fashion forward company, the key is in manufacturing.
They use restored machines from the 60s and 70s to produce a high quality product that has a specific market niche. They are based in the mountains and are proud to claim their connection to nature.
Watch a short video about CHICoração’s factory here
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So how can you innovate?
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<slider> Hints inspired by our case studies
Think about what problems that you wish to solve in the current market. How can you propose solutions to these existing needs?
Consider what you have to offer, how does your value contribute to the current market needs?
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make your business plan, prepare your roadmap, address the needs, reach your partners and customers, establish your revenue streams, use your reseources efficiently, create viable business propositions etc.
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