1. Community Resources & Economic Development 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

2. Community Resources & Economic Development 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, lovell@tarleton.edu Draft 052907lovell@tarleton.edu

3. Community Resources & Economic Development 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 )

4. Community Resources & Economic Development Source: The Crafts Report, 2004

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6. 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-tenon Works: 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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8. 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

9. Community Resources & Economic Development Activity – 10 to15 minutes  “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?”

10. Community Resources & Economic Development E-Impact on Craft Businesses  Conducting business  Costs  Profit  Time  Customer relations  Employees  Vendors  Policy Source: Access Minnesota, 2005 Less than 60% of all small businesses have a web page!

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13. Location, Location, Location  Why do you live and work where you do? –RuralScenicQuality 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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15. What Help Is Out There??? Learn From Multiple Resources Canada

16. Community Resources & Economic Development Source: The Crafts Report, 2004 Craft Producers (Artisans) Using E-commerce In Business

17. Community Resources & Economic Development Craft Retailers With Web Sites Source: The Crafts Report, 2004

18. Community Resources & Economic Development Who is Using Internet Facts  U.S. –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  GLOBAL  445 Million people  51% of most developed countries Source: www.clickz.com

19. Community Resources & Economic Development  Directories: http://www.searchengines.com/generalDir ectories.html  Search Engines: http://www.searchengines.com/generalSe arch.html  Meta search engines: http://www.searchengines.com/generalMet a.html

20. Community Resources & Economic Development Internet Usage By Age Group... Who Are YOUR Customers? *Pew/Internet, Pew Internet and American Life Project http://www.pewinternet.org/http://www.pewinternet.org/ Primary purchasers of craft

21. Community Resources & Economic Development Why Would The Following Web Sites Find Online Business Beneficial ?  www.purcifuls-toys.com www.purcifuls-toys.com What do you think? Is this a handcraft site?  www.awildsoapbar.com www.awildsoapbar.com Do these links make sense to the viewer?  www.santafeweavinggallery.com www.santafeweavinggallery.com Does this make you want to buy their product?  www.oiseauxsisters.comwww.oiseauxsisters.com What does this site tell you? What do they offer?

22. Community Resources & Economic Development What Do You/Artisan Want?  To be found?  To be found on the first page?  To be found at the top of the first page?

23. Community Resources & Economic Development Activity In StoreOnline Business cards- name, logo, business type, contact info, Similar information BrochuresDitto How are a store front and an online similar and different?

24. Community Resources & Economic Development How Are A Store Front And An Online Similar And Different? In StoreOnline Check-out stand Transaction site-shopping cart

25. Community Resources & Economic Development How Are A Store Front And An Online Similar And Different? In StoreOnline Yellow pagesSearch engines SignageKeywords, paid placement News adsBanner ads, links

26. Community Resources & Economic Development How Are A Store Front And An Online Similar And Different? In StoreOnline Newsletters, mailings Newsletters, listservs Subscriptions, freebies Ditto Drawings, events, shows Ditto

27. Community Resources & Economic Development How Are A Store Front And An Online Similar And Different? In StoreOnline Home StudioConsignment, special events Retail location array Web mall, affiliates Location

28. Community Resources & Economic Development More Resources For Artisans  Texas Commission on the Arts –http://www.arts.state.tx.ushttp://www.arts.state.tx.us –http://www.arts.state.tx.us/craft/ciform.asphttp://www.arts.state.tx.us/craft/ciform.asp A registry for Texas artisans  American Crafts Council –http://www.craftcouncil.orghttp://www.craftcouncil.org

29. Community Resources & Economic Development Learn from Multiple Resource  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.

30. Community Resources & Economic Development What Do E-customers Want?  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