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Creating A Niche For The Craft Business Online: Why Ecommerce Is Important

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Title: Creating A Niche For The Craft Business Online: Why Ecommerce Is Important


1
Creating 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

2
Introduction 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

3
Activity 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?

4
Source The Crafts Report, 2004
5
E-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
6
Location, 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.

7
Who 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

8
The New Normal American Way of Life
Total U.S. online 70 million
Source PewInternet.org, 2005
9
Craft Retailers With Web Sites
Source The Crafts Report, 2004
10
Craft Producers (Artisans) Using E-commerce In
Business
Source The Crafts Report, 2004
11
Source The Crafts Report, 2004
12
Internet 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!

14
Changing Demographics
Broadband access will change who and how
Internet is used
15
(No Transcript)
16
E-Loyalty Is it real?
  • Multiple retailers
  • Price
  • Good service
  • Emotional connection/loyalty
  • Relevance to customers
  • Keep customer as central focus of e-commerce

17
What 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
18
What 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

20
What Help Is Out There???Learn From Multiple
Resources
Canada
21
More 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/

22
Why 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

23
Browser Internet Explorer
24
Browser Mozilla
25
http//www.kebabags.com
26
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27
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28
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29
Top part of page- - -
30
- - - Rest of the page
31
Activity
How are a store front and an online similar and
different?
32
How Are A Store Front And An Online Similar And
Different?
33
How Are A Store Front And An Online Similar And
Different?
34
How Are A Store Front And An Online Similar And
Different?
35
How Are A Store Front And An Online Similar And
Different?
Location
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