Digital Transformation for Inclusive Business Development

Thinking about the future, what type of society would we like to leave for coming generations? Professionally, I have a great chance to work in an incredible project, based on giving the opportunity to small and medium enterprises to access into the online market. While sophisticated tech based entrepreneurs can access a broad range of support programs, little is available to small business owners in traditional industries. Usually, artisans and small businesses do not have time or budget to invest in training courses about this specific subject so necessary nowadays. They do not find the appropriate tools in local administrations or associations. Through this project called “Digital Transformation for Inclusive Business Development”, we cover this gap.

With the efforts of students in IE’s Master in Visual and Digital Media (MVDM) we have connected 10 small business ownerss to the online market, giving visibility to their shops. For the Digital Marketing and Social Media course, MVDM students worked to design and implement a digital marketing strategy for beneficiaries in the project that want to expand their business online. Our objective is to increase their sales and, consequently, reinforce the quality of their jobs. In the future, we hope they will be able to create new job positions leading a positive social impact.

We are incredibly proud of all artisans and small business owners owners participating in this project. Every day they make a paramount effort to keep their businesses alive. In working with them, we have learned invaluable lessons. Yirley, for example, is a very talented young jeweler who runs LaPiedradeMonet. She is permanently in touch with her clients to adapt her designs, and she has put the same effort in creating her online shop. Dondelpulpo runs by Pepa who is an incredible woman with a special gift for transforming disposable materials into art. Her shop is a real experience for our senses. Nicolas, from El Astronauta del Rastro who left his old life for a dream. He and his partner have created this special place where you can find handcraft objects to decorate your home or yourself. Angela Escribano has been working in his decorating studio for many years teaching people how to transform your house into your home. Andreyna is the owner of Trendy and Green, ecological clothes shop for people’s world friendly. She is a very strong woman in a girl’s body and has such a strong passion for what she is doing that transmit it to the whole shop. Sonia Trenado, an Andalusian girl that one day decided to come to Madrid to create her own studio and show the world what she can do with her hands. Or Arantxa with her Taller Cruz. She came from Toledo where her parents have their studio and decided to do her own designs. Now she is creating and selling silver jewelers. When you meet Carmen la Griega and you see her studio for the first time you can feel her power of creation. She has a very strong personality and transmit it into what she paints. And finally, Diana Hernández from DH Joyas, a very special woman with a big heart. She is a magnificent jeweler putting all her talent to create unique pieces.

Thanks to all of you for letting us be part of your lives and know all your effort to create what you believe in.

Author: Poliana Muñoz, Social Innovation@IE

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