ETWA’s Business Development Initiative

Mission

To support the socio–economic well–being and self–sustainability of East Timorese women
through community oriented programs, particularly in the handcrafts industry.

Values

Although ETWA and our East Timorese partners participate in the capitalist economy, our values are aligned with solidarity or alternative economies. We are not promoting individualism, profit at any cost, or wealth for a few. Key values consistent with our overall mission and relevant for this project include:

· Prioritising the needs and aspirations of our East Timorese partners (rather than prioritising profit)

· Cooperation and mutual support

· Respect for the cultural integrity and intellectual property of East Timorese weavers

· Accountability and transparency in our stakeholder relationships (including East Timor and Australian commercial partners).

Vision for the BDI

That Australian consumers and retailers:

· Purchase East Timorese products in quantities, and at a price, sufficient to sustain Cooperative members (and ultimately contribute to sustaining a premium–inducing handcrafts industry in East Timor); and

· Value East Timorese products for their cultural integrity, quality, functionality and contribution to a sustainable handcrafts industry in East Timor.

Strategy

ETWA is facilitating a business development initiative to improve bookmark (initially) and other product (ultimately) sales. Business development is both a launch project and an ongoing modus operandi. As well as maintaining solidarity markets, we acknowledge that entering mainstream markets expands the customer reach of East Timorese products and increases the potential for sales turnover. Therefore, our sales expansion strategy is to connect with commercial retailers and appeal to mainstream consumers – i.e. consciously work within free market principles without compromising our values and goals, and broaden our retail/consumer base to include buyers who do not necessarily have an emotional tie to East Timor’s plight. Nonetheless, research shows that mainstream consumers are open to ethical consumption and that this is largely untapped in mainstream markets. This is a strength of ETWA’s relationship with East Timorese women.

A note from our Business Development Coordinator

The BDI was designed to strengthen sales of East Timor’s weavings, starting with bookmarks at first and other products as the effectiveness of the initiative becomes clear. The strategy is to approach mainstream retailers to increase sales beyond solidarity purchases, and therefore raise the level of orders to create a sustainable handicrafts industry for the East Timorese women we support. With the patient help of Daniel Sim Designs, we developed a new logo and dynamic brand to increase the appeal of the products and our website will be updated to reflect the new look and to promote brand identification.

Since the BDI started in July 07, we have increased monthly bookmark sales tenfold. I have been contacting buyers and retail store owners to wholesale our products and so far the response has been fantastic — we have seven new customers!

This venture is exciting for me personally and I’m happy to be a part of it as I have spent many years importing Indonesian, Thai and Vietnamese products. This is a coming together of my past work and my volunteer involvement with ETWA since 2004.

Sharon David has also joined the BDI team to ensure financial administration is appropriately supported. Sharon has a wealth of experience and knowledge, using MYOB to track sales and issues invoices, and will be overseeing all areas of ETWA finances, from donations to community sales. She has developed processes to ensure our systems are transparent and accountable.

We’re asking for your support.

If you know stores or contacts throughout Australia and internationally that may be interested to stock our bookmarks, please let us know! All information is helpful – store name, buyer/owner name, address, phone number, and so on. Just as we endeavour to support opportunity, community and sustainability for the women in East Timor, let’s use our community to create market opportunity and sustainability in Australia and beyond!

Thank you for your help and any ideas you have!

Kristin Gapske

sales@etwa.org.au

Click here for information about ordering East Timorese handcrafts

Our BDI also links to our commitment to Social Marketing