Social Impact Project for Online marketing strategy for our B2C e-commerce CraftsOfAfrica.com

How This Works

As part of the TRANSFORM Support Hub, you will learn how to advance your career while getting hands on experience on projects like this one.

Project Description and Impact

Background

Crafts of Africa is an e-commerce startup dedicated to connecting African artisans with global consumers, specifically through our B2C platform. Our mission is to empower local artisans by providing them with fair market access to sell their handmade crafts internationally. This not only supports African economies but also preserves the unique cultural heritage embedded in these crafts.

We are currently focused on the U.S. market as our target audience, offering a curated selection of authentic, handmade African crafts, such as home décor items. With a strong supply-side foundation in place through partnerships with artisans across Africa, our next step is to build a compelling brand and increase demand for our products by reaching the right customers.

Why We Need Support

As a startup, we recognize the critical need to build a robust online marketing strategy that will resonate with U.S. shoppers and effectively communicate the value of our products and story. Our primary challenges include:

Defining Our Brand and Messaging: We need help creating a unique and compelling brand identity that highlights our mission of empowering African artisans. This narrative needs to connect emotionally with our target audience and differentiate us from competitors in the market.
Developing a Target Audience Strategy: Understanding and defining the ideal customer segments who will be interested in our authentic African crafts is essential for refining our marketing efforts and ensuring we reach the right shoppers.
Optimizing Social Media and Online Presence: Our current social media channels need strategic input to engage with the right audience and tell our story in a way that drives sales and brand loyalty.

Given these needs, we are seeking a consultant who can help us build a comprehensive online marketing strategy, refine our brand identity, and develop effective storytelling techniques that resonate with U.S. consumers. With the right guidance, we can scale our business, increase awareness, and make a meaningful impact for our artisans and the African craft market.

Learning Opportunity

By working with us, the experteer will gain valuable insights into:

Startup Methodologies: Learn strategies and frameworks from a seasoned entrepreneur with experience in founding and scaling four startups, including overcoming challenges in eCommerce and global markets.
Cultural Exposure: Deepen their understanding of African cultures, business practices, and the unique dynamics of working with artisans and communities across the continent.
Impact-Driven Entrepreneurship: Explore how to blend business objectives with social impact, empowering artisans while building a scalable and sustainable venture.
Global Market Positioning: Experience the complexities of branding and positioning an African-based initiative for U.S. consumers, combining cross-cultural storytelling with market strategy.

This collaboration offers a unique opportunity to contribute to meaningful change while expanding professional expertise in entrepreneurship, branding, and social impact.