Categories: BUSINESS & FINANCE

Starting an Eco-Friendly Fair Trade Business

I own a small business. From the paperwork side of things it really does not take a lot to register and set up a business these days. No more standing for hours at an office at the mercy of the crazy schedules of whoever has to stamp an approval on your application. Everything is online and you can get your business name filed and submitted into existence in a matter of minutes. I began my business in 2008 as a small-scale effort – by which I mean a one woman army of just me trying to make some money and see how things go. I did learn a few good lessons the hard way on that journey and I am happy to share those with you. I am glad I stuck around long enough. 2013 will be my 5th year in business and I have plans aplenty to implement and deliver.

My business, Ideas Are Us, specializes in eco-friendly Fair Trade gifts and decor handcrafted by women’s groups on India. Its a niche market and we do not have many competitors in our region geographically or product category-wise to compete or compare. We have gone through stages – from experimental business undertaking in 2008 to full fledged trade show frequenter in 2009 through 2011 and even limited edition lines in 2012. Finally 2013 is the year that we are embarking on full-scale wholesale operations in a big way. We have specific markets to target, are gearing up for some major social media action, and even looking out for interns/part-time staff members to help us succeed. Plans are on to move this business from a solely online presence to one that has representation in brick and mortar stores and gift chains in select industries. We want to offer both our retailers and consumers a unique proposition when it comes to our products.

The beginning – When I began my business in August of 2008, I was reacting to a failure to find employment. I was eligible to apply for work in the country since January 2008 but had applied for so many jobs and interviews and yet found nobody ready to hire me. I needed to be hired soon before the recession took over completely. And then one day I said – well if nobody will hire me then I will hire myself! I immediately knew I wanted to do something with purpose and not just take up another franchise deal. I wanted my business to do good on a wider scale by being green and sustainable, I wanted my business to do good on a concentrated effort like helping other women in less fortunate circumstances afford a better livelihood for their families, and I wanted it to be a product that has a B2B and B2C prospect. Thus was born Ideas Are Us – green ideas for green living!

The journey – 2008 through 2009 were hard times since I knew nothing about business and did not come from a background in business. Just having a product that I thought was unique was not enough. I had to learn how to market, to present, to advertise, to sell, to network, to promote – there was so much to it. With limited finances from my savings and some help from my spouse, the money I had was all invested into product inventory and business essentials like cards and website so I did not have any money to spare for help with the different hats to wear. I learned the hard way.

The necessary – In 2010 and 2011, I learned the only way to understand where to take the business next was to go all out and market like a maniac. I was on every social network I could find. I networked in as many industry and related groups that I could to put the name out there. I printed a big box of business cards and ensured I gave out as many as possible at each event and made connections that I followed up with after the meeting. I was at every show in the state that I could possibly get myself to by car. Every weekend was a show weekend – lugging my foldable tables and chairs, and all my inventory in suitcases like I was flying cross-country. If I could manage a show during the week I would try to do that as well, despite having part-time jobs I was also working at to pay the bills. The hard work paid off – I had profits.

The experimental – Finally in 2011, I took a shot at changing up the business format to selling only online as limited edition seasonal collections. And these experiences altogether have helped me realize what I want to do for my business to succeed in the new year.

The next step – In 2013, I am taking my business completely wholesale. This will be the make or break year for me to decide if this business continues or dies out. I plan on prospecting to gift stores in specific industries in the country. I have a unique selling model in place that I am positive will pave the way for success. I plan on hiring interns and some part-time help in the new year for my business, and delegating work that I have been trying to accomplish all alone these past years.