Dear Changemakers Team,
Thanks again for your questions.
How do we ensure our network is able to provide high quality products? Product design and development is a growing part of our program. We have built a relationship with Aid to Artisans and have received excellent advice from them on design and marketing. One of their best recommendations to us was that we build relationships with professors at design schools or college design programs such as RISD, Mass College of Art, FIT and URI. Their idea was that we would be an excellent class project for the students. We plan to work with Aid to Artisans and other arts and business development NGOs to utilize their expertise in product development.
We continually communicate with our customers about what products they like best, and what they want to see more of. Then we relay the information to our product providers, and place orders for new products accordingly. We keep abreast of fashion trends, and order styles and colors that are current. Some of our product providers also sell their products in Europe, and they have been able to tell us which items are most popular there, which so far has translated very well to the American market (for example, the recycled rice bag backpacks, which are extremely popular in Europe, are also TEN’s second bestselling item)
Because most of the sources of our products are NGOs with limited business expertise, part of our product design process includes helping our source NGOs improve their operations. This includes everything from how they source materials, to managing inventory over time, eventually stockpiling items for which they expect the greatest demand. When we have adequate funding, a Head of Product Development will oversee this effort.
Your first question addresses the fact that consumers do not primarily make their purchase decisions based on philanthropic merit. If is for this reason that we are not using the more common retail models of internet sales and/or brick and mortar wholesaling. We chose the direct sales/home party business model specifically because the model allows us to create an environment in which people are motivated to buy our products because of their philanthropic concerns. We create this environment and bring the issue of sex-trafficking to the consumers instead of waiting for them to come to us. Therefore, while we agree that product design is an essential part of our business and we want new and repeat customers to desire our products, we believe that our growth primarily depends on recruiting new party hosts.
One additional comment. As we add new sources we add both new products and new marketing opportunities. For example, we are currently talking to DEPDC (in Northern Thailand) about creating a new line of products for TEN. When these products are available we will be able to contact our old hosts and their guests not just with a new line of products, but a new philanthropic opportunity.
Kind Regards,
Sarah Symons
Executive Director, The Emancipation Network
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Dear Sarah,
Thank you very much for your entry in the Changemakers competition. We read with a lot of interest about the approach of the Emancipation network that addresses the critical issue of human trafficking, and its innovative marketing strategy.
Looking back at the initial difficulties faced by the fair trade movement, how do you create a strong customer base that will buy repeatedly not just for philanthropy but because they enjoy your products? How do you ensure that the network is able to provide high- quality products that meet clients’ needs and preferences in terms of design and style?
Looking forward to hearing from you!
The Changemakers Team
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