Helping Artisans Reach Global Markets Pamela J. Brown, Ph.D. Associate Professor & Extension Entrepreneurship Specialist (Retired) Texas Cooperative Extension Texas A&M University System

Introduction to Artisan E-Commerce Curriculum Promote the artisan industry Support artisan economy Strengthen the artisan business Analyze the e-commerce opportunities for artisans “Making your craft business better – online”

craft Definition: (Noun) making things by hand: a profession or activity involving the skillful making of decorative or practical objects by hand, e.g. weaving, pottery, or woodcarving ( often used in combination ) Definition: (Can be used in the plural) object produced by skillful and work: something produced skillfully by hand, especially in a traditional manner, e.g. a piece of pottery or carving ( often used in the plural )

Media of Artist with Web Sites Clocks Paper Book Art Garden Art Ceramics Metal Jewelry Glass Furniture Wood Baskets Toys Fiber Leather Media of Artist Selling Online Clocks Paper Book Art Garden Art Toys Ceramics Metal Jewelry Glass Furniture Wood Baskets Fiber Leather

Wood With the many available woods, each with its unique grain, the possibilities are endless for creating works from wood. Keywords: stain, grain, whittling, carving, Windsor, Mission, Shaker, Duncan Phyfe, mortise-and-tenon Works: furniture, sculpture, cabinetry, toys Fiber Fiber has an important place in history and the present. From cloths used to wrap mummies in ancient Egypt to intricately patterned tapestries hanging in The Vatican, fiber, like all objects in craft, shares and practical and decorative heritage. Keywords: linen, merino wool, cotton, needlepoint, embroidery, crewel, knitting, crochet, cut, drape, weaving Works: garments, tapestries, rugs, blankets, dolls, baskets, purses, sacks, sails

Creativity is the single most sought-after attribute in the business world today—not surprisingly, since it is unquestionably the driving force behind today’s global economy.” –Harvey Seifter, Director, Creativity Connection, Arts & Business Council

Activity – 10 to15 minutes “How can you use your creativity in managing your business better?” “What is the most challenging part of being an artisan business?” “What is your biggest challenge of doing business through e-commerce?” “What kind of craft do you make that you would like to sell online?”

E-Impact on Craft Businesses Conducting business Costs Profit Time Less than 60% of all small businesses have a web page! Customer relations Employees Vendors Policy

Location, Location, Location Why do you live and work where you do? – RuralScenicQuality of life How can you leverage the desirable traits of where you live with the need to reach more customers? Downside – less/no visibility It’s all about marketing... Using the Internet... And more marketing... And planning.

Where (or how) do you sell most of your art? Walk-in art galleries Ebay auctions Imagekind Artist Rising Art.com Boundless Gallery Yessy PicassoMio ArtByUs.com Artflock GoZabo.com OriginalArtOnline RedBubble My own website

Source: The Crafts Report, 2004

Who is Using Internet Facts GLOBAL Million people - 51% of most developed countries U.S. – 81% of teens – 63% of adults % % % % – 60% women – 66% men

Directories: Directories.html Search Engines: Search.html Meta search engines: Meta.html

Internet Usage by Age Group... Who Are YOUR Customers?

Why Would The Following Web Sites Find Online Business Beneficial? What do you think? Is this a handcraft site? Do these links make sense to the viewer? Does this make you want to buy their product? What does this site tell you? What do they offer?

What Do You/Artisan Want? To be found? To be found on the first page? To be found at the top of the first page?

Activity How are a store front and an online similar and different? In Store Business cards-name, logo, business type, contact info, Brochures Online Similar information Ditto

In StoreOnline Check-out standTransaction site- shopping cart How Are A Store Front And An Online Similar And Different?

In StoreOnline Yellow pages Search engines SignageKeywords, paid placement News adsBanner ads, links How Are A Store Front And An Online Similar And Different?

In StoreOnline Newsletters, mailings Newsletters, listservs Subscriptions, freebies Ditto Drawings, events, shows Ditto

In StoreOnline Home StudioConsignment, special events Retail location array Web mall, affiliates

More Resources For Artisans Texas Commission on the Arts – – A registry for Texas artisans Look for the Arts Commission in Your home state. American Crafts Council –

Learn from Multiple Resource Do online searches of business in the same medium Join local arts council and get feedback from other members. Look at e – businesses you believe are successful regardless of what they sell. Talk to other e – retailers. Look for local web developers to assist you.