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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 .

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Helping artisans reach global markets l.jpg

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


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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, [email protected] 052907


Craft l.jpg
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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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 today—not surprisingly, since it is unquestionably the driving force behind today’s global economy.”

–Harvey Seifter, Director, Creativity

Connection, Arts & Business Council


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Activity – 10 to15 minutes business world today—not surprisingly, since it is unquestionably the driving force behind today’s global economy.”

  • “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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Conducting business business world today—not surprisingly, since it is unquestionably the driving force behind today’s global economy.”

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


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Location, Location, Location business world today—not surprisingly, since it is unquestionably the driving force behind today’s global economy.”

  • 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.


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What Help Is Out There??? business world today—not surprisingly, since it is unquestionably the driving force behind today’s global economy.” Learn From Multiple Resources

Canada


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Craft Producers (Artisans) Using E-commerce In Business business world today—not surprisingly, since it is unquestionably the driving force behind today’s global economy.”

Source: The Crafts Report, 2004


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Craft Retailers With Web Sites business world today—not surprisingly, since it is unquestionably the driving force behind today’s global economy.”

Source: The Crafts Report, 2004


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U.S. business world today—not surprisingly, since it is unquestionably the driving force behind today’s global economy.”

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


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  • Directories: business world today—not surprisingly, since it is unquestionably the driving force behind today’s global economy.”

    http://www.searchengines.com/generalDirectories.html

  • 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 . . . business world today—not surprisingly, since it is unquestionably the driving force behind today’s global economy.” 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? Beneficial

  • 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 Beneficial

How are a store front and an online

similar and different?


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How Are A Store Front And An Online Beneficial Similar And Different?


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How Are A Store Front And An Online Beneficial Similar And Different?


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How Are A Store Front And An Online Beneficial Similar And Different?


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How Are A Store Front And An Online Beneficial Similar And Different?

Location


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More Resources For Artisans Beneficial

  • 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 Beneficial

  • 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? Beneficial

  • 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


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