1. Training on Export Business Management
2. Training on Product Design and Development
These trainings were delivered directly to the coaches by the Spanish Design School Fundación Escuela de Organización Industrial (EOI) – Fundesarte, over the course of five live workshops:
Each workshop contained the following modules:
The coaches went on to replicate these workshops for participant companies in all six countries. In addition, they are providing individual coaching sessions to each company, helping guide their product development process for online sales channels.
3. Training on e-commerce
The e-commerce activities were divided into four training workshops organised by the trainers in each country, who were previously trained by the ecomConnect team at ITC.
In addition to the workshops, ITC organised several e-labs to provide the most seasoned businesses with specific support, covering testing, learning, and measuring. By testing different online channels, learning digital marketing techniques, and measuring performance, participants developed e-commerce strategies and insights that they could later pass on to less advanced beneficiaries. To scale the e-lab methodology and leverage the knowledge and experience of the advanced businesses that received one-on-one e-commerce coaching, ITC launched the E-commerce Leadership Programme. The goal of this programme was to facilitate mentorship, knowledge-sharing and collaboration amongst project beneficiaries in Central America. The programme saw a total of 36 Central American business owners. To foster inter-regional collaboration and camaraderie, they were grouped into 18 teams consisting of entrepreneurs from different beneficiary countries. A final competition was held in July 2021 where the winners were awarded support from ITC to optimize their websites, with paid ad campaigns and improved tracking.ITC also developed the eBay Central America Hub to promote a unique selection of jewellery, textiles, ceramics, leather and wooden products handmade by more than 45 Central American artisans and designers enrolled in the project. With the Central America Hub, eBay enables the women entrepreneurs to promote their products beyond domestic markets, potentially reaching millions of new customers around the world.ITC’s partnership with NOVICA also helped project beneficiaries to open their stores at NOVICA. The marketplace provided them with extensive training, covering marketing, selling and inventory analysis, and sharing success stories on the its website.Some of the women-led businesses also opened stores on Etsy or developed their own webshops to promote their unique handmade pieces.
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