Call for Applications CEIP2014

              Craft Afrika would like to invite applications to the 2nd intake of the Craft Enterprise Incubation Program [CEIP].

CEIP class in session

Why CEIP?

The Craft Enterprise Incubation Program was created to provide participants with the tools, skills and information necessary to run sustainable craft enterprises.
The craft sector has often been defined along very narrow and traditional terms that fail to recognize the innovation taking place within the sector. Within this definition, the sector is considered a low priority socioeconomic option and therefore no infrastructure is developed to catalyze its growth.
Against this background, Craft Afrika developed a number of products and services to recognize and support young craftpreneurs who are challenging the old mindset associated with the sector. One of these services is the training program, CEIP.

What is CEIP?

Kristin of Calla [R] going through a product critique

Following an evaluation exercise of the pilot program by consultant Ross van Horn, we restructured the program and developed a leaner, more responsive curriculum. The revised program now runs for             12 weeks [19March - 6June2014] and features the following
*5 modules that cover [a] an intro to craft entrepreneurship [b] product development [c] market access [d] wealth creation and [d] protecting creativity through copyright
*Field trips
*Invited guest talks
*Access to business funds through our partner Kiva
*An exhibit at one of Kenya's top craft fairs, Bizarre Bazaar craft festival
*A 6month structured mentorship program that kicks off immediately after the training
These components work together to provide an experiential learning approach, with participants being encouraged to gain and experiment with knowledge in real time.

How to join CEIP

The program accepts a maximum of 10 students to allow for one on one interaction.
To join the program:
* You must be currently running a craft enterprise
* Availability to attend classes Wednesday, Thursday and Friday, [10am - 4pm] including the exhibition scheduled for mid June                                                        
* The ability to work as part of a team as well as take on leadership responsibilities
* An open mind and a willingness to learn
* Financial capacity to pay the course fee of 30,000 Kenya shillings

To access the application form, click here. Download the form as a word document, fill it out in its entirety and send it back to craft@craftafrika.org by 31January2014 at midnight. Interviews will be conducted 13/14February2014 and successful applicants will be notified by 19February2014.

Scholarship opportunity 

Larrissa of Zamoyo- a student of the first CEIP

Through the generous support of our partner Biz Baz Events, we are able to offer 5 partial scholarships worth 10,000 Kenya shillings each.
These opportunities are open to all interested although preference will be given to practitioners with innovative craft products or who are working within the "growth opportunity" sub sectors including ceramics, glass, children's toys and games, bath and body products, ethnic jewellery, woodwork and home decor items. Please note that this is not an exhaustive list and we encourage you to apply for the opportunity if you feel you have an innovative product.

CEIP alumni comment on the program:

Gillianne Obaso - Ma Phoebe's sauces & relishes "It [CEIP] was a wonderful ambiance of generosity, vulnerability and sharing. The first module was on self-analysis because apparently [and this came as a shock to me] your business practices are a reflection of who you are! It has been a mind bending, eye-opening, gut-wrenching experience and I absolutely loved it!!"

Carol Maina - Estiira Designs "The program was an eye opener in so many aspects; what i am doing, why i am doing it, what I want out of life, what my main focus is..."

Deborah Wanjugu - cultural advocate"CEIP has saved me at least five years of aimless wandering, because i would never have had this clarity of mind and laser sharp focus without this course. Please apply to be in the next cohort. I promise you, it will be worth every penny!" 

Larrissa Muthoni - Zamoyo "My progress is mostly marked in the change of my mindset. I have learned to appreciate my craft and believe that it could be a sustainable career and not a by-the-way hobby. The cultural link to what I do everyday and the responsibility I have as an artist to use my chosen medium to contribute to the preservation of our cultural heritage is what has most resonated with me out of the whole course." 

For more images from our first CEIP, click here

We look forward to receiving your application and best of luck!

Exhibit at Bizarre Bazaar Christmas Craft Festival 2013

One of the most important aspects of our work is creating market access opportunities for craftpreneurs producing exceptional work, but lacking in individual capacity to participate at top notch craft events. Leveraging on the power of numbers, we encourage groups of craftpreneurs to share skills, ideas and resources in achieving their business goals.

In light of this, we would like to invite five [5] craftpreneurs to exhibit at the Craft Afrika tent this November 16-17 for the Bizarre Bazaar craft festival at Karura forest Nairobi.
In partnership with the organizers of the event, we are offering a special discounted rate of 7500Kshs per exhibitor for the 2-day extravaganza.
Included in this offer is a scheduled full day group session on 1November2013 [10-4pm] focusing on any business issues the 5 exhibitors may have - from pricing & costing to display tips & ideas.                                                                                                                                                                                    Are you eligible?

• We are looking for fresh new designs in any sub-sector and in any medium
• Your enterprise should have been in existence for three years or less
• You must be available to sell your own merchandise for both days of the exhibition
• You must have enough stock for sale
• You must be a team player                                                                                                                                  Please note...

•  Deadline for expression of interest is 25October13 at 5pm
• You are responsible for all your logistical requirements- including transport to and from the venue as well as your display 
• All monies accrued from your sales are yours to keep
• Craft Afrika will be responsible for the overall look of the tent and will endeavor to drive foot traffic to the tent
• Write an email to craft@craftafrika.org with the subject "Exhibit at Bizarre Bazaar". Make sure to include a web link so we can have a look at the products you intend to sell at the fair
• We will notify successful applicants by 29October13

How I Create Success Everyday

          Success is extremely powerful motivation for getting up every morning- and despite the fact that there are a myriad ways to achieve it, certain principles hold constant. One of them is that success comes as a result of the decisions we make on an everyday basis, therefore making it a process rather than an end product.
So how do some of the most successful creative entrepreneurs of our generation create success on a daily basis? 

Meet Anne Mpinga [left], owner of fashion brand Kipusa. I have always been fascinated by Anne- her easy smile, funky hairdo but most of all how she has catapulted Kipusa into an internationally recognized brand in less than 3 years.
I caught up with Anne during her European tour a few weeks back and asked her the *ONE* thing she does on an everyday basis that contributes to her success.

"I pray... a whole lot.
I have this quote that i love "let each morn be better than its eve" which comes from my faith. I am a Baha'i by religion and one of the things we are taught is to bring ourselves into account each day when communing with God. Our merit as human beings lies in virtue and service to others.
Early 2013 saw me put together a check list of things that I wanted to achieve in my business. I wrote down plans, including my desire to travel to Europe for brand exposure on a different scale.
I went through all sorts of plans on how to make it happen but despite all my strategies and prayers, nothing was happening; all my plans were fruitless. I felt that maybe i needed to give these plans a rest, be a little patient. 
A day after i made this decision, i received an email from Legendary Gold, an international events company. It was a call for African designers to showcase at the World Fashion Week, Paris. I remember thinking, i have nothing to lose- the worst they can do is ignore my email in which case i will just move on. 
Within a week of responding to that email, i received word that i had been selected to represent Kenya! 
I had a wonderful time in Paris, it was a bold step on my part and i enjoyed every bit of my experience. 
For me, work is worship so whatever frustrations i get in my business, i put God first. It opens the doors to so many things and has allowed me to spend time with business mentors who continue to inspire, guide and support me- the ultimate blessing for which I am forever thankful:)"

Is Your Product Past Its Expiry Date?

         Yes indeed, your craft product does have a 'best by' date! Just like in the biology of life, craft products have a life cycle from the time they are created, to the time they lose their appeal.
For many craftpreneurs, missing this science can lead to frustration at continued low sales despite all the marketing efforts.
The product life cycle is perhaps the most important element when it comes to product design. It is what guides how and when to bring new products into the market.

"The goal of understanding your product's life 

cycle is to enable you to maximize on its value

 and by extent its profitability." 

  

The product life cycle is divided into four:

1. Introduction

This is when the product enters the market. Revenue at this stage is low, although investment is heavy on distribution and promotion. As it is fairly common for most products to fail at this stage, you need a clear plan on how to enter and win in the market. Common entry strategies include penetration pricing, where you deliberately set low prices for rapid establishment and price skimming which involves setting relatively high price points to attract an exclusive target market. 

2. Growth

This is the boom time for your product, and your goal should be to stay here as long as possible. At this stage, your product is relatively well known in the market and your sales have peaked. There is brand recognition and you begin to attract competition. As such, marketing campaigns must go beyond brand awareness, involving strategies that hinge on customer loyalty. You want to retain existing customers as well as attract new ones.

3. Maturity

Of the four, this stage stretches out the longest, sometimes for decades. It is a stage characterized by severe competition and declining profit margins.

As other players with cheaper and better products enter the market, focus should be on defending existing market share. This involves constantly looking for ways to remain relevant. The savvy designer will keep production costs to a minimum so as to maximize on profits, focus on product design and development and come up with new products to replace those on the decline.

4. Decline

This is technically the product's 'sell by' date. At the decline stage, the product's revenue trickles to a minimum and it is no longer financially viable. There is little interest from consumers and hardly any competition.
In the unlikely scenario that you have only one product, and that product is at the decline stage, you can see you would be in serious trouble. This stage can be likened to a product's saturation point, and while there are many ways to recover from it, a more sustainable strategy would be to have several product lines. Keep a keen eye on where each is on the life cycle. The craft sector is arguably one of the most competitive and taking expired products to the market is a sure way to bury your business.

Want to read more on the subject? http://www.mindtools.com/pages/article/newSTR_80.htm

(Sources: The Open University- Money and Management, Wikipedia. Image mybizoflife.com)

Christine Gitau.

Has Your Craft Product Hit A Saturation Point?

I came across this article from about.com by Maire Loughran on the concept of saturation points- that is when there is too many people churning out the same product, or in other words, when supply far outweighs demand. She goes on to give tips on how to manoeuvre such a situation to your advantage...

  

Working Around Saturation Point by Maire Loughran

      It happens to us all, one day you’re sitting there running the UPS driver ragged shipping your orders, the next, the phone has stopped ringing and while you have good traffic on your website, nothing is moving. What’s up? Could be any number of issues: seasonal, economic or shift in spending patterns. The constant research a business owner must do will give you a heads up when these conditions are coming into play.
However, a major cause for a decrease in sales is that your art or craft has hit a saturation point. By that, I mean that too many crafters are making the same type product or you’ve totally covered the market with your product. Here are some determiners of saturation and what the savvy craft business owner can do to work around the problem.....

For full article, click on this link.

Policy Changes In The Creative/Cultural Industry Long Overdue

As someone who is so passionate about the arts- and crafts in particular- it baffles me that it has taken so long to initiate a policy paper on the creative and cultural industry.
This is an industry that has massive potential for employment creation, national cohesion, social inclusion, foreign exchange, cultural regeneration- the list is endless.
So why is it that we are not giving these industries due attention? I have to be quick to add that this seeming lack of interest is not unique to Kenya- many developing countries around the world are struggling to identify and harness their potential.

We recently hosted a sector (crafts) focus group during an industry mapping process facilitated by the The Kenya ICT board and carried out by an IBM CSC team. Reading through the just released proposal document, it occurred to me that the most important recommendation put forward was "to raise the profile and increase recognition of the creative industries" (theme 1), and to achieve this through "public declaration of support of arts and creative industries sector as a key contributor to Kenya's economic development and Vision 2030".

The reason i think it all starts from here is because our political system is still recovering from decades of top down leadership- which means that a public declaration is sometimes all you need to set the ball rolling. Couple this with a willingness to "implement government policies that support creative industry growth and its measurement" (theme 2), and you score a home run. Everything else will fall into place. Does it sound too simplistic? I dare say no- because the truth of the matter is, we (as practitioners in the industry) have been making inroads in the industry- showcasing at international fashion shows, creating world class games, gunning for top film awards- without this kind of public support anyway. In other words, i believe that if the creative/cultural industry was made a priority sector, Vision 2030's goal of maintaining a sustained economic growth of 10% per year from 2012 and beyond is achievable. Forget the oil and other mineral reserves lying undiscovered in Lokichoggio or some such place. We have a resource that is as much a part of us as is our very being- our creative and cultural heritage.  It is a resource that can never be depleted no matter how much we exploit it. And it is a great equalizer- no nation on earth can claim monopoly. We all have it- and may i go on to add- Kenya and Africa as a whole has trillions of tonnes in reserve. Create the necessary support structures, and watch the industry take off.

Interested in the full Creative Industry Roadmap? Access the full document here.

Market AccessII: Craft Fairs Aug-Dec'13

After a relatively quiet first half of the year, the craft/design calender is filling up pretty fast. And as usual, we endeavor to bring you all the details that pertain to these market access events.

P.S These events are not listed in any order whatsoever.

The Christmas Fair- Ngong Racecourse
Since 1976, the Christmas Fair has been showcasing the best of Africa's art and craft- last year hosting exhibitors from as far of as Zimbabwe. It is arguably the biggest and oldest craft fair around- and this year they are back on 7 & 8December2013 at the Ngong Racecourse. Applications are currently ongoing. See website on how to participate.

Bizarre Bazaar
Organized by BizBaz Events, this craft fair happens 16 &17November 2013 at Karura Forest. For details on bookings email info@bizbazevents.com or call 0701 395 902. Look out for the revamped website, as you can register online once it is up.

Spring Valley Bazaar
Organized by Geraldine and Deborah Evans, this is one of the smaller yet busiest craft fairs in Nairobi. All gate and raffle proceeds go to ANDREF, and this year the event will be held at 12 Bendera Lane, Spring Valley on 30Nov-1December2013. The email address you need is zawadiafrica@gmail.com or 0721 307 232, 0722 510 932.

Xmas BoX 2013
This boutique event happens over three days; 22-24November 2013 at Marula Manor in Karen.
With tent charges varying from 30-105,000 shillings, this promises to be an exclusive event.
Applications close 30August.
Email info@thebox.co.ke or see the website.

Kikapu Market
The Kikapu Market is a monthly open air market that takes place every second Saturday of the month from 11am to 9pm. The July market just happened this past weekend at Prestige Plaza.
To get a slot in the August market, contact kikapumarket@gmail.com, 0723 387 134. Also be sure to check out their Facebook page.                                                                      

Fashion With A Difference  This annual fashion is planned to coincide with Kenya’s 50years of independence, with the theme being ‘united colors of diversity',  based on the cultural and ethnic diversity of Kenya.
There will be a number of fashion & arts market stalls for exhibitors. If interested in showcasing- info@fashionwithadifference.com, 0705 607224 or check out website. 

Green Corner at the Village Market 
This is a special themed showcase for producers in the recycled/upcycled sub sector. It happens every first and last Tuesday of the month at the Village Market, Gigiri. For more information on how to participate - pr@villagemarket-kenya.com, 020 712 2488/2490, www.villagemarket-kenya.com.

Yaya Soko 
The Yaya Soko is back after a short hiatus. Curated by Mary Stannah of Inside the Baobab (craft shop at the Yaya Centre), the soko happens once a month- over 4 days (Thursday-Sunday), the third week of every month. Cost for the four days is 7500Kshs.
The July soko starts tomorrow, and inquiries are already storming in for the August one. So get calling...0725 451 155 or email insidethebaobab@gmail.com
Terms and conditions apply.

October Women Festival The one day October Women Festival happens at Karura Forest, 2November 2013, 2-11pm. Put together by Queen Mashie, the event aims at celebrating talent in women. See the website for details on how to apply or call 0726 130 657.

Design Indaba

The playground for the big boys and girls of design... An annual event held in Capetown South Africa, Design Indaba has easily become Africa's foremost design event. Applications are now invited for exhibitors to the Design Indaba Expo 2014, running from 28February- 2March 2014. All details on the how, when, where available here.                                                                                                                        

Driftwood Malindi Christmas Craft Fair 
The Christmas craft fair on the beach is on at Driftwood Malindi, 21December13. Email

reservations@driftwoodclub.com or telephone 0721 724 489/ 0734 747 133

Vipingo Ridge Craft Fair- Kilifi
Vipingo Ridge will once again host a Christimas craft fair on 14December2013, 10am till late.
Price tags for exhibitor space start from 7500Kshs. For more, telephone Gail on +254 732 009 599 or email reservations@vipingoridge.com
Check out Vipingo Ridge on facebook.

German Charity Christmas Bazaar
Once again the German Embassy will play host to the annual charity event. Venue will be at Riverside Drive 113 and the date to remember is 30November13.
Rates for tables start at 3000Kshs.
Get in touch - 020 4443262, office@kirchenairobi.org. The office requests that you observe office hours while doing so i.e Mon, Wed, Thurs [0830-1330hrs] and Tue, Fri [0930-1530hrs].

KSPCA Annual Shaggy Dog Show
The KSPCA dog show is happening Sunday November 3rd at the Ngong Race course, 10am onwards. There will be a craft market running alongside the main agenda of the day- a dog show. Contact info@kspca-kenya.org, 0733-571125.
Look out for the craft market hosted by KSPCA Mombasa as well, 9-10November 2013 at Sarova Whitesands Beach Resort and Spa. Contact details are kspcamombasa@yahoo.com, 0733 728 356. www.kspca-kenya.org

Curated by Christine Gitau|Craft Afrika

Pricing For Success

A question i often like to ask craft vendors is how they arrive at their quoted prices. The responses are varied, but usually have one thing in common-vagueness. The reason, i suspect, is that the vendor does not have a concrete pricing strategy in place, making it a largely arbitrary process. 

Identifying and developing a pricing strategy for creative products and services is often misunderstood and the mere mention will instantaneously elicit feelings of doubt and anxiety. 

Understanding and applying any one of the various pricing strategies can mean the difference between success and failure. In the first of a two part series, i will take you through the various strategies.

Let me start off by differentiating two concepts that often cause some confusion: price and cost. According to Wiki.answers.com, price is defined as what you sell something for, cost is what you paid for it or what it cost to produce it.

There are various pricing strategies, but i have listed the most appropriate in regard to craft enterprises. 

1. Cost plus pricing- The most common of pricing strategies, it involves calculating your cost price and then adding a mark up or profit margin.  Keeping record of all your expenditure as well as time spent on the project is key in this strategy. So long as you have your costs calculated correctly and have accurately predicted your sales volume, you will always be operating at a profit.

2. Value based pricing- The setting of price based on the benefits the product or service provides the consumer. Enterprises that offer highly unique products and services are well positioned to adapt this strategy. It is usually the most profitable form of pricing.

3. Market based pricing- Also known as a competition-based strategy, prices are determined by what similar products in the market are selling for. The price is then set higher or lower than market price. 

4. Psychological pricing- A pricing strategy that relies on making prices appear more attractive to consumers. It is based on the notion that humans are not perfectly rational and that certain prices are more attractive than others. There are 5 basic models in this strategy

a) Premium pricing or "skimming"- The practice of keeping the price of a product or service artificially high in order to encourage favorable perceptions among buyers. The practice is intended to exploit the notion that expensive items are of exceptional quality. 

b) Odd pricing- This is a strategy of setting prices in odd numbers just below an even price, for example pricing an item at Kshs 1995 rather than the even price of Kshs 2000. This gives the impression that goods are marked at the lowest possible price.         

c) Multiple pricing- Pricing items in bundles, such as three for Kshs 500 rather than Kshs 200 per item. This strategy creates a sense of value and can help boost sales volume by encouraging the purchase of multiple items.

d) Promotional pricing- Also known as "on sale" pricing, this strategy temporarily lowers prices so as to increase consumer demand.

e) Price lining pricing- A strategy that uses a limited number of prices for all products. This model is best exemplified in the Shop 100 stores where everything costs Kshs 100. The underlying rationale is that these amounts are seen as suitable price points for a whole range of products.
  
Look out for part 2 of  Pricing For Success, where i will use a case study to demonstrate how you can apply the cost plus strategy.

Sources: ehow.com, entrepreneur.com, wikipedia.org, organizerightnow.wordpress.com, 123rf.com

Craft Fair Secrets: The hush hush Ps of a great experience

          There was a time when craft fairs were known as "Christmas fairs", precisely because they were held towards the last quarter of the year. Recently however, there seems to be an explosion of sorts and i can count at least 7 happening just between the May-July period. An indication that the sector is growing? Perhaps. One thing is for sure though, the growing frequency of craft fairs signify an increase in craft entrepreneur numbers. It also means there is increased competition for the same customers.

So how do you get to the finish line first? Here are the obvious and not-so-obvious P's of a great craft fair experience.

 1. Product: Understand your product

Sounds obvious? Apparently it isn't. You will be surprised how many craft vendors don't understand their products. Remember that when customers are buying crafts--as is the case when they are purchasing products of cultural value-they are buying your story, your experience, your values. Communicate your inspiration clearly and draw the customer into your world. Ask them what they think of your product. This is especially important if they wow at your work, but don't end up buying. Find out what would otherwise have made them buy. That way, you assure them that you are creating for them, not for you. And remember--stay calm. You may hear things you don't necessarily like!

2. Packaging: Invest in good quality packaging material

How do you wrap your customer's purchase? No matter how beautiful your creation is, unattractive packaging will in an instant put a smudge on all your effort. Look for packaging that adds value to your product. If, for example, you are into recycling, use packaging material that is also recycled and that gives continuity to the product. If you can get your packaging materials customized with your logo design, by all means do so. Either way, the golden rule is to stay away from black polythene bags and old newspapers. Unless of course you are selling donkey meat!

3. Presentation: Appeal to the sense of vision

Your arrangement can attract or repel a customer before they even get to know what you are selling. I have found that vendors often focus too much on the product and too little on its arrangement. Here are some tips on putting together a fantastic display:

         a. Create a sense of height--avoid flat table displays. Think "outside the table". Use props, boxes, shelves etc to create level variation. You could even consider lifting the height of the entire table.

         b.Pick a theme--consider your product and select a theme that will enhance it. I once sold next to a stall selling pickled jams, fruits and cheese. The set up of their stall looked like an Italian kitchen--complete with hanging garlic onions, frilled checked red curtains, color distressed cupboards, Opera music in the background-- I couldn't get enough of it!

        c. Price labels--do you prefer to have price stickers on your items or would you rather tell the customer once they ask? Psychologically speaking, customers feel intimidated when they don't see price tags. They assume it is too expensive to be  displayed, and some may even be too embarrassed to ask. So, wherever possible, display the price and be ready to justify it if the customer does a double take at the price.

        d. Access--do not be so eager to show the customer all your wares that you cram everything into your display, leaving little room for movement or touch. Customers like to touch-and fit- so take this into consideration while you are arranging your stall.

4. Pricing: Have a pricing strategy

A common question i ask crafters is how they arrive at the prices they quote.

How does one cover all their production costs without seeming too cheap--or too expensive? Find a pricing strategy and stick to it. Do not sell your wares at one price at this fair and still another at the next one. Finally, and most important, be confident when quoting the price. And be ready to take the customer through the production process if they feel they are being ripped off. There is nothing worse than a customer feeling exploited.

5. Publicity: Let people find you (and remember you)!

How do you advertise yourself before, during and after the fair?

        a. Over and above the craft organizers doing publicity for the event, do your own publicity using your E-mailing lists, face book and twitter profiles to let people know you will be exhibiting at a certain fair.

        b. As discussed in an earlier article, consider flyers that showcase your designs instead of business cards. The latter don't say much about your product and it is likely that by the time the customer gets home, they have forgotten which card belongs to which business.

        c. Invest in a customized guest book (avoid those used for funeral wakes) and get your customer to give you their legit contact address by assuring them you will not flood them with text messages or worse, share their contact details with another company.

        d. One of the simplest, yet least often used tactics of making sure the customer remembers you is to email a thank you note after meeting them. Whether they made a purchase or not, the fact that they took time to come by your stall and make conversation is enough reason to say thank you. Make them feel they are the reason you are there.

            In conclusion, Let me remind you that craft fairs are not for making crazy amounts of profits. If it happens--sure, why not. But a better way to use the forum is to exhibit. Get people to see your product and understand the value it will add to their lives. Follow up these conversations as you would a business inquiry. You are likely to do more business this way.

All the very best and see you at the next craft fair!

Source: Nicedaydesigns.org