Many entrepreneurs and trade support institutions in developing
countries understand the opportunities of Internet, but face
day-to-day limitations in expanding their business. Yet even with
slow Internet access, it is perfectly feasible to be present on the
Net with a small investment, such as a US$ 50 modem (9.8
kilobytes), an analog telephone line and a 486 (old) personal
computer. Even poor telecommunication lines can be overcome by
direct satellite communication at very reasonable cost. But once
the Internet is installed, what should you do?
Professional presence, not Internet tourism
During business information training seminars, sessions with
business executives and trade promotion officers and "cybercafés"
linked to international conferences, ITC has found repeatedly that
non-specialist managers confuse home and business use of the
Internet. "Surfing" the Net is the approach of a tourist,
especially when one has not organized "bookmarks" or does not make
good use of search engines. To attract visitors and create regular
Internet contacts, one needs to analyze strengths and opportunities
and communicate them effectively on the web, both for business
partners and clients. This implies a professional approach.
A business plan will help determine the total cost of getting a
professional presence on Internet, including the technical,
financial and personnel resources required. One also needs to
select a good Internet Service Provider. Their number is growing
rapidly, enabling even the most remote areas of Laos or Zimbabwe to
have full Internet connections (see pages 23 and 29 for tips about
Internet Service Providers).
Once entrepreneurs are connected, they may fear that a lack of
technology will keep them from creating their own web page, or
effectively retrieving information. This is not true: many
technical and management tools are freely accessible on the
Internet, including free operating systems (LINUX) and server
languages (APACHE).
Successful marketing
Most important, however, is to have a competitive product or
service to promote. One must also be ready to build a relevant,
global trade promotion strategy adapted to this new communication
medium. The key is to construct a sound, well-designed and
well-marketed site. The site should project a good image of the
organization, and encourage trust between partners. Building an
Internet presence is part of an overall business strategy, not a
one-time exercise of getting a consultant to design a set of web
pages.
In other words, the basic "4Ps" marketing rule of success
applies to the Internet. The Product (or service)
must be competitive in quality and originality, with proper
protection against piracy. The Price must be
competitive. Promotion translates as good
visibility on Internet, inspired by other good sites, with
effective promotion on search engines, using advertising banners.
Place: for goods, one needs a parallel delivery
system through freight forwarders and express mail services; for
services, one needs to have secure downloading processes.
Looking ahead
Internet traffic is roughly doubling every year. Companies which
haven't yet used the Internet should consider investing now. One
should keep in mind that when using the Internet, as with any other
medium, nothing replaces a professional approach to grow a
business. Reliability, trust and continuity are not Internet
issues. The communication medium has changed, making distance
between people and culture closer than ever, and setting new rules
for the game, but the rules don't change people's needs.
Developing countries have a comparative advantage, as they are
not bound by existing rules. ITC recently met with national
handicraft representatives at a local rural development project in
a least developed country. Although the representatives expressed
concern over social and economic barriers, and needed simple tools
to build web sites and promotion channels, they unanimously said:
"When can we start?"
Michel Borgeon is ITC's Senior Trade Information Officer.
E-mail: borgeon@intracen.org
Promoting Handicrafts
ITC's Virtual Exhibition Centre for Artisanal Products (www.artisanet.org) began in
1996 as a way to test how small and medium-sized firms in the
handicraft sector could promote their products. Working with UNESCO
and the International Centre for the Promotion of Crafts, ITC
developed a site that allowed 200 companies or cooperatives in 30
countries to exhibit their products. Growing requests for
information led ITC to open an "Artisanet Discussion Forum", where
business partners exchange messages that go beyond providing a
providing a product catalogue.
Some results of the site: straw hats produced by a rural
cooperatives network in Ecuador found new buyers in North America
and model boat exporters from Mauritius improved their sales (one
company said there was a 20% jump in one year). Recently, a US
wholesale buyer asked for the complete list of artisans on the
site, in order to undertake a market survey of suppliers.
DOs and DON'Ts
Lessons learned from ITC's experience in developing this web
site may be useful to companies and trade support institutions.
• DO feature new products regularly. It encourages repeat
visits.
• DO invite feedback, and follow-up with those who contact the
site by e-mail.
• DO select your products to speak culturally to your target
markets.
• DO build an easy navigation system on your web pages.
• DO present your web shop with the best possible attractive and
professional look.
• DON'T be afraid to show that you are small. It can actually
encourage attention.
• DON'T rely on "one-shot" outside expertise to build your
site.
Developing and Marketing a Local Site
"We are already in a position to develop our own sites which
showcase our products," says Pierre Genillon, a founder of
AfricaDev, a regional mega-site promoting African music, theatre
and dance.
"Our marketing strategy is targeted to cultural events producers
in developed countries. We have compiled links to theatre and dance
troupes by country, and are marketing a collection of CDs of
African music. (One lesson we have learned is not to post the music
directly, because piracy is an issue.)
We feel our strategy is beginning to bear fruit, takes advantage
of the Internet as it exists today, and positions us well as the
Internet continues to develop."