The intervention strategy

The internationalization of trade and the competitiveness of Tunisian products especially in the foreign markets strongly implicate the adoption of e-business by Tunisian private economic operators.
In order to develop and sell online, craft enterprises should look beyond their borders and apply e-commerce strategies that have demonstrated their effectiveness. A salutary approach may prove to be dangerous. In the absence of serious preparation and solid advice, the international development can quickly turn short.

Intervening parties in the project

This project is part of the Tunisian plan of action of the Enhancing Arab Capacity for Trade program (ENACT) and fits within the framework of international cooperation between ITC (International Trade Centre) and ONA 2011/2012.
The execution of the project was assigned to ONA.

The project objective

The main objective is that a group of craft enterprises / creative artisans could take their first steps in the field of e-commerce by creating an online store selling their crafts securely at the lowest cost
This group should be accompanied by specialists in the management of an online store.

The project aims at increasing the use and consumption of Tunisian crafts products through a modern distribution channel using ICT. This will allow the artisans to increase their sales and income.

Beneficiaries

The target audience for this project is the totality of small businesses / artists-artisans traders interested in e-commerce.

We will look for craft enterprises / motivated and creative artisans-merchants, offering “specific” handicrafts which are exportable and of high value.

A “basic” Internet knowledge (access, navigation) is desired.

End of project

The end of this project is scheduled for June 2013

Organization of the project

A project manager was appointed by the ONA to control the project in collaboration with the expert appointed by the ICC.

Project funding

The study, online shops with secure payment, and training will be supported by the ICC in the ENACT program mentioned above.

A symbolic participation may be requested for each craft business (e.g. the site hosting fees or purchase of the domain name). The costs of additional communication (traditional marketing, web marketing, public relations and press work) may be supported by the ONA and CEPEX under Foprodex.

Methodology – Provisional schedule of the project

Phase 1

1. Feasibility study / online survey,
2. Call for expressions of interest and selection of beneficiaries,

Phase 2 A

1. Choice of the model of ownership of e-commerce solution and writing specifications of realization of e-shops,
2. Launch consultations to choose Web Agency
3. Briefing meeting with the web service provider chosen

Phase 2 B

1. Selection of expert trainers and a professional photographer,
2. Definition of a “pedagogic” project to support cottage industries / creative artisans, merchants.

Phase 3

Coaching and training of beneficiaries (Suggested topics)

• The e-commerce
• Legal aspects and secure payment
• The back office management
• Promoting the site
• Free and paid search engine optimization
• Traffic growth and audience measurement
• E-mailing and newsletter

Monitoring site traffic and corrective actions

• Realization of online shops
• Collection needs of each artisan / craft business
• Definition of common graphic
• Choice and deposit of the domain “portal” name
• Deposit domain names
• Shoot by a professional photographer and training “for making qualitative”
• Collection of technical data (logo, pictures, product data sheets, etc.).
• Issuing a “Product Catalog”
• Selection and activation of a secure payment
• Preparation and validation of the general sales conditions
• Getting Online

 Phase 4

Official launch of the online shops

communication

• Campaign in social media
• Conventional communication and internet advertising

Monitoring and evaluation

ONAT Contact: Sonia Latrous Guidara
Sonia.latrous @ artisanat.nat.tn