Social Entrepreneurship: how I adopted successful international practices of implementing marketing strategies
In recent years, crowdfunding platforms are being introduced, social investors are involved, public projects are being created, mechanisms of realization of social entrepreneurship are being developed as a factor of democratic development of society. Such a mechanism demonstrates an ideal picture of compliance with the criteria for social entrepreneurship: business, social purpose, profit distribution, and democratic governance, since profits are actually distributed democratically. For my part, I try to popularize examples of successful social enterprises, join various initiatives and local projects on Social Entrepreneurship for Sustainable Development.
To studied more deepen these issues I was involved in Product Development and Marketing Strategies for Social Enterprises in Georgia. Within the Internship I visited International Festival of Craft Workshops in the medieval Rabat fortress in the city of Akhaltsikhe, in Southern Georgia. Festival brought together the craft makers from all over Georgia and other countries to show the diversity of craft industries (ceramics, woodcarving, natural dies, carpet/rug weaving, felt making, jewelry etc.) and to promote their skills. I had the opportunity to get acquainted with successful social enterprises, visit master-classes of craftsmen and acquire professional skills. I got a practical experience by working over the Georgian entrepreneur — Pasvebi. In particular, I interviewed entrepreneur and developed a marketing strategy for further development of the company.
Originally, the Akhaltsikhe region was one of the most significant centers of crafts in Georgia and was characterized by a variety of traditional workshops. Rabat itself, where the Festival took place, covers an area of 7 hectares and is divided into two parts: Upper (historical) and Lower (modern). Also, this area is in demand by tourists, as in the territory of Rabat located the largest and oldest mosque in Georgia (Akhmedia). Among other things, the festival was aimed at strengthening the integration of craft workshops on tourist routes.
After the festival’s completion, I returned to Tbilisi, where I continued to work on product development and marketing strategies for thematic social enterprise. Within the study I stayed at the art space “Fabrika”, in the Soviet times a garment factory functioned here. The concept of Soviet design is still preserved, but the external and internal appearance of the building has been modernized. The space is divided into clear building blocks which forming a rectangular courtyard with artistic studios, workshops, conceptual shops, coworkings, a school of creative education and cafes. There are constantly various events. In addition, this is a popular hostel. Thus, I got to know another example of a successful large-scale project.
I studied the issues of business structure, products as a key element of successful Start-Up, key factors for success and sustainable development of social enterprises. Summing up, and based on the analysis and study of handicrafts of social enterprises at the Festival, I presented the developed recommendations for particular enterprise.
Also, I have experience within international projects on social entrepreneurship in Romania and Lithuania. In particular, I’ve been involved in study the market opportunities of the social economy, SWOT analysis, branding, marketing principles, business structure, logo creation and work practically on social projects. Thus, I presented Ukrainian YEP Business Incubators Network and Leading Case Community CASERS.org and worked on marketing strategy of the production of traditional sweets in Lithuania and development of eco-shop in Romania.
I’ve been in organisational committee of a Central and Eastern Europe Summit on Technology, Business and Investing — Seedstars in Kyiv. The entrepreneurship Forum was aimed at developing Civic tech as a way of influencing people’s lives and achieving the United Nations Goals of Sustainable Development. For Summit we brought together projects from 10 countries of the region, provided the opportunity for further training, establishing contacts and conducting negotiations with investors in real time. We were discussing the role of Civic tech in the ecosystems of the region, the importance of investing in products and solutions that enhance citizen communication, promote public decision-making and improve the efficiency of the government. Within the framework of the Summit, we organised the Forum of Investors, the Start-up competition, panel discussions of women’s entrepreneurship and ecosystem development.
Social entrepreneurship is a business approach to financing social change. However, in order to improve social entrepreneurship, it is necessary to improve the models of responsible social production, ecology and digital methods in education (publications, training courses, conferences).
The article was prepared by Sana Lisova — journalist, researcher, public activist
