Helping Artisans Reach Global Markets

1. Helping Artisans Reach Global Markets Pamela J. Brown, Ph.D. Associate Professor & Extension Entrepreneurship Specialist (Retired) Texas Cooperative Extension Texas A&M 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@tarleton.eduDraft 052907

3. 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 )

4. Source: The Crafts Report, 2004

6. 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   

8. Creativity is the single most sought-after attribute in the business world today—not surprisingly, since it is unquestionably the driving force behind today’s global economy.” –Harvey Seifter, Director, Creativity Connection, Arts & Business Council

9. 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?”

10. Conducting business Costs Profit Time Customer relations Employees Vendors Policy E-Impact on Craft Businesses Less than 60% of all small businesses have a web page! Source: Access Minnesota, 2005

13. 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 It’s all about marketing. . . Using the Internet . . . And more marketing . . . And planning.

15. What Help Is Out There???Learn From Multiple Resources Canada

16. Craft Producers (Artisans) Using E-commerce In Business Source: The Crafts Report, 2004

17. Craft Retailers With Web Sites Source: The Crafts Report, 2004

18. 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% Source:www.pewinternet.com Who is Using Internet Facts • GLOBAL • 445 Million people • 51% of most developed countries • Source: www.clickz.com

19. Directories: http://www.searchengines.com/generalDirectories.html • Search Engines: http://www.searchengines.com/generalSearch.html • Meta search engines: http://www.searchengines.com/generalMeta.html

20. 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/

21. 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?

22. 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?

23. Activity How are a store front and an online similar and different?

24. How Are A Store Front And An Online Similar And Different?

25. How Are A Store Front And An Online Similar And Different?

26. How Are A Store Front And An Online Similar And Different?

27. How Are A Store Front And An Online Similar And Different? Location

28. 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

29. 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.

30. 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