Colette Forma advised Gifts & Graces on entering the retail market

About the organisation
Gifts & Graces buys handicraft products from community organisations and sells them to the corporate sector and NGOs. The organisation provides business services, technical advice and capacity building to their suppliers of handicraft products.

The business case

The initial business case subscribed the need for an overall marketing expansion plan, this assignment was to complex for Collette Forma to handle in a period of a few weeks. Therefore Colette Forma contacted the business case owner to narrow it down to a clear assignment that fitted the business case owners direct needs and the experts' expertise. This resulted in the following assignment: "Develop a concept and costed action plan for Gifts & Graces to help them in entering the retail market through a store in Manila" And there was a match!

 

Analysis

Before leaving: Colette prepared herself by reading all strategic documents. Also, she tested out the fair trade market in the Netherlands by visiting local fair trade shops and interviewing entrepreneurs in the fair trade business. After, she proposed a schedule for the first week with a planning for initial meetings, a brainstorm session and a fieldtrip to communities and local retail shops.

Upon arrival: Important for this assignment is the reason why there isn't a shop yet. Also the description of the target group needed to be narrowed down.

Advice
After the first meeting it became clear that a lack of time and focus were main reasons there isn't a shop yet. Colette suggested to help the business case owner to create focus in making the right choices, by describing in detail the next steps.

Concrete deliverables

Together with the team, the expert delivered the following documents. She presented these all to the Board of the Directors in a presentation guided by a PowerPoint presentation.

• Description on the personality of customer
• Concept for a retail store that attracts the customer: story behind the company, branding, design, product lines, design proposal for exterior and interior of the shop, staff
• Action plan for communication. (Media, text proposals, opening event and public relations)
• Ideas for promotional activities
• Project planning and budget estimate

Impact on the partners

Colette Forma: "Working in a different culture, facilitating brainstorms in a completely new setting, working together with the team etc. is a big adventure." "It brought me excitement and satisfaction to be able to do so, far away from my common workspace."

Love Gregorie Moral Perez: "The expert brought the necessary focus and facilitated making clear choices on brand personality, branding and implications for the retail concept-to-be. Opening a retail shop came within reach!"

Follow up
This is the continuation of the partnership between SharePeople and Gifts & Graces, both organisations will keep in touch. The business case owner can contact Colette for advice on issues regarding realization of the retail shop. Next to this, advice on the concept and program for the 5th year anniversary event of Gifts & Graces in 2011 is a possible follow up.