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Enhancing Production and Marketing Strategies for Ugandan Women Entrepreneurs

25 August 2005

CSAP expert Lesley-Ann Noel wearing beaded earrings made by Ugandan craftswomen

Product, pricing and promotion and how to maximise these factors in merchandising, including the use of the internet, were among the useful tips that Lesley-Ann Noel from Trinidad and Tobago shared with members of the Uganda Women Entrepreneurs Association Ltd (UWEAL) in Uganda's capital, Kampala.

Ms Noel, a Commonwealth Service Abroad Programme (CSAP) volunteer expert, has recently completed a six-month assignment with UWEAL conducting training workshops on LINK-IT E-Solutions for Business for its members, from mid-February to mid-August 2005. This programme was implemented in conjunction with the Commonwealth Business Women's Network to promote the development and use of information and communication technology among businesswomen. It included technical support in the development of the UWEAL website to provide networking opportunities, support services and development of information resources through the internet.

Thirty-three-year-old Ms Noel, who owns a gift shop in Port of Spain, handed out business advice to the UWEAL members on product development, marketing and promotion. The 150 women entrepreneurs who attended her workshops were mainly involved in managing or owning cottage industries and small businesses involved in handicraft production.

"Many of them had creative ideas for product design, but they were not very good in the area of pricing, display and marketing. So we discussed ways of improving their business prospects in those areas," said Ms Noel in an interview with the Commonwealth News and Information Service.

"There is tremendous potential for the development of cottage industries into small and medium enterprises. There is a market for the export of their goods within Africa and further afield. But to create a greater demand for their goods in foreign markets, these women entrepreneurs need to develop an awareness of the different tastes and cultures in various parts of the world in order to create products that appeal to them."

She added: "The opportunity provided to me by CSAP has been very satisfying. I'm pleased to be able to play a role in helping other women to build up their business ventures. At the same time, I've also built up my experience in management and organisational skills."

CNIS - Commonwealth News and Information Service Issue 249, 24 August 2005