Helping Artisans Reach Global Markets

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Helping Artisans Reach Global Markets

• 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

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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

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craft

• Definition (Noun) making things by hand a
  profession or activity involving the skillful
  making of decorative or practical objects by
  hand, e.g. weaving, pottery, or woodcarving (
  often used in combination )
• Definition (Can be used in the plural) object
  produced by skillful and work something produced
  skillfully by hand, especially in a traditional
  manner, e.g. a piece of pottery or carving (
  often used in the plural )

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Source The Crafts Report, 2004
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Wood With the many available woods, each with its
unique grain, the possibilities are endless for
creating works from wood. Keywords  stain,
grain, whittling, carving, Windsor, Mission,
Shaker, Duncan Phyfe, mortise-and-tenonWorks 
furniture, sculpture, cabinetry, toys
Fiber Fiber has an important place in history and
the present.  From cloths used to wrap mummies in
ancient Egypt to intricately patterned tapestries
hanging in The Vatican, fiber, like all objects
in craft, shares and practical and decorative
heritage. Keywords  linen, merino wool,
cotton, needlepoint, embroidery, crewel,
knitting, crochet, cut, drape, weaving Works 
garments, tapestries, rugs, blankets, dolls,
baskets, purses, sacks, sails   
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• Creativity is the single most sought-after
  attribute in the business world todaynot
  surprisingly, since it is unquestionably the
  driving force behind todays global economy.
• Harvey Seifter, Director, Creativity
• Connection, Arts Business Council

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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?

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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
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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.

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What Help Is Out There???Learn From Multiple
Resources
Canada
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Craft Producers (Artisans) Using E-commerce In
Business
Source The Crafts Report, 2004
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Craft Retailers With Web Sites
Source The Crafts Report, 2004
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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

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• 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

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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/
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Why Would The Following Web Sites Find Online
Business Beneficial?

• www.purcifuls-toys.com
• What do you think? Is this a handcraft site?
• www.awildsoapbar.com
• Do these links make sense to the viewer?
• www.santafeweavinggallery.com
• Does this make you want to buy their product?
•  www.oiseauxsisters.com
• What does this site tell you? What do they
  offer?

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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?

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Activity
How are a store front and an online similar and
different?
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How Are A Store Front And An Online Similar And
Different?
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How Are A Store Front And An Online Similar And
Different?
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How Are A Store Front And An Online Similar And
Different?
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How Are A Store Front And An Online Similar And
Different?
Location
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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

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Learn from Multiple Resource

• Do online searches of business in the same medium
• Join local arts council and get feedback from
  other members.
• Look at e businesses you believe are successful
  regardless of what they sell.
• Talk to other e retailers.
• Look for local web developers to assist you.

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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