Title: Creating A Niche For The Craft Business Online: Why Ecommerce Is Important
1Creating A Niche For The Craft Business Online
Why E-commerce Is Important
- Pamela J. Brown, Ph.D.
- Associate Professor
- Extension Entrepreneurship Specialist (Retired)
- Texas Cooperative Extension
- Texas AM University System
- Funded through a grant from the Southern
Regional Development Center, Mississippi State
University
2Introduction to Artisan E-Commerce Curriculum
- Promote the artisan industry
- Support artisan economy
- Strengthen the artisan business
- Analyze the e-commerce opportunities for artisans
- Making your craft business better online
- ___________
- Presented by Ashley Lovell, Extension Specialist
Economic Development, Texas Cooperative
Extension, lovell_at_tarleton.edu
Draft 052907
3Activity 10 to15 minutes
- How can you use your creativity in managing your
business better? - What is the most challenging part of being an
artisan business? - What is your biggest challenge of doing business
through e-commerce? - What kind of craft do you make that you would
like to sell online?
4Source The Crafts Report, 2004
5E-Impact on Craft Businesses
- Conducting business
- Costs
- Profit
- Time
- Customer relations
- Employees
- Vendors
- Policy
Less than 60 of all small businesses have a web
page!
Source Access Minnesota, 2005
6Location, Location, Location
- Why do you live and work where you do?
- Rural Scenic Quality of life
- How can you leverage the desirable traits of
where you live with the need to reach more
customers? - Downside less/no visibility
- Its all about marketing. . . Using the Internet
. . . And more marketing . . . And planning.
7Who is Using Internet Facts
- U.S.
- 81 of teens
- 63 of adults
- 18-29 80
- 30-39 74
- 50-64 60
- 65 26
- 60 women
- 66 men
- Ethnicity
- Whites -68
- Blacks -42
- Hispanics -60
- Sourcewww.pewinternet.com
- GLOBAL
- 445 Million people
- 51 of most developed countries
- Source www.clickz.com
8The New Normal American Way of Life
Total U.S. online 70 million
Source PewInternet.org, 2005
9Craft Retailers With Web Sites
Source The Crafts Report, 2004
10Craft Producers (Artisans) Using E-commerce In
Business
Source The Crafts Report, 2004
11Source The Crafts Report, 2004
12Internet Usage By Age Group . . .Who Are YOUR
Customers?
Primary purchasers of craft
Pew/Internet, Pew Internet and American Life
Project http//www.pewinternet.org/
13 - Segment Customers To Understand Them
- Of all Internet users who might be interested
- in crafts?
- Caution Dont assume potential market values
- Good design
- Quality materials
- High prices
- Unique design
- Time for creativity/process
-
- Demographics will change as online use increases!
14Changing Demographics
Broadband access will change who and how
Internet is used
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16E-Loyalty Is it real?
- Multiple retailers
- Price
- Good service
- Emotional connection/loyalty
- Relevance to customers
- Keep customer as central focus of e-commerce
17What Do E-customers Want?
- TRUST
- Recognizable sender
- Easily read content
- Quick response to inquiries
- Real answers to real questions
- Sequence of steps
- Privacy info
Source Forrester, Best and Worst of Email
Customer Service, 2005
18What Do You/Artisan Want?
- To be found?
- To be found on the first page?
- To be found at the top of the first page?
19- Directories
- http//www.searchengines.com/generalDirectories.h
tml - Search Engines
- http//www.searchengines.com/generalSearch.html
- Meta search engines
- http//www.searchengines.com/generalMeta.html
20What Help Is Out There???Learn From Multiple
Resources
Canada
21More Resources For Artisans
- Texas Commission on the Arts
- http//www.arts.state.tx.us/
- http//www.arts.state.tx.us/craft/ciform.asp
- A registry for Texas artisans
- American Crafts Council
- http//www.craftcouncil.org/
22Why Would The Following Web Sites Find Online
Business Beneficial?
- http//www.herbalturtle.com
- http//www.kebabags.com
- http//www.oiseauxsisters.com/
- http//www.purcifuls-toys.com
- http//www.oldalazan.com
23Browser Internet Explorer
24Browser Mozilla
25http//www.kebabags.com
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29Top part of page- - -
30- - - Rest of the page
31Activity
How are a store front and an online similar and
different?
32How Are A Store Front And An Online Similar And
Different?
33How Are A Store Front And An Online Similar And
Different?
34How Are A Store Front And An Online Similar And
Different?
35How Are A Store Front And An Online Similar And
Different?
Location