The Fabric of ChangeThrough the process of up-cycling water sachets and combining them with recycled glass and traditional Ghanaian batik fabrics, ABAN creates beautiful products while helping the environment. The proceeds directly benefit the young mothers enrolled in ABANs school.

ABAN breaks the cycle of poverty among young mothers in Ghana and empowers them to contribute to the restoration of themselves, their communities and their environment.

Problem: Not enough bags are being sold

STRENGTHSWEAKNESSESOPPORTUNITIESTHREATS

product uniquenessinsufficient consumer feedbacknot internally sustainable weak product marketingwholesalersaudience targeting high-end competitionpartnershipshorizontal competition

Lets take a look at the research:18%of women trust email marketing15%of women trust marketing on social media17%of women turn to Facebook for their purchasing decisions

And moms have purchasing power.85%of purchasing decisions in the US are made or influenced by women90%of moms are online vs. 76% of women in general

For middle-aged women from 35-60, including moms, single moms, married women without children and single women, ABAN is a platform where they connect with each other, support each other, and seek independence and confidence through buying the handmade products. Their buying decisions make investments in single moms in Ghana that fund their education. ABAN also helps the women fulfill their social responsibilities through using recycled material for the products.Position statement

Insights & Recommendations

The power of #moms

The power of #community

Mommy bloggers as thought leaders70%of women trust peer recommendations like bloggers for purchase decisions64%(thats 55% more than social media marketingand 52% more than email marketing)of moms ask other mothers for advice before they purchase a new product

(other) Influencers to considerThe Green MamaWriter + consultant who works passionately for the rights of families in low-income communities, institutions, and in the developing world.

Easy Green MomEco-friendly stay-at-home mom who blogs about the different the ways other moms can live a green life.

Online community building

Personal connection to the product

Stratifying the target audience

More engaged thought leaders + interactive online communities =Engaged consumers + call to action for product purchase

25-50% increase in revenue coming from product sales from:

double the number of impressions on the ABAN shop page 20% increase in online media impressionsWe expect to see

Our plan targets a clearly defined market but we do not have enough information about how their purchasing power can directly impact a profit increase. Our primary research is limited because of insufficient time and narrow sample size.

It is possible to record the traffic of social media websites and forums.Internal evaluation

Thank you!

Prepared by:

Samantha Taylor

Claudia Amand

Ayesha Anand

Vivianen Bai

Jia Zheng