How to support crafts sector by access to finance Kvarken Shop Business A Good Practise from Finland Case by Ritva Vaino | Anelma Lehto [email protected] | [email protected] Presented by [email protected]
12.-13. February 2020 Interregional Training Seminar 1 at Zoom KvarkenKvarkenShopShop Business
A handicraft shop run by eight independent craftswomen in a Unesco World Herigate Site in Mustasaari, Finland (Ostrobothnia) during summer
2 Why Did it All Get Started? The Main Challenge
Selling own products in a more customer-oriented price without an added retail-sales percertage and lowering the quality of the products.
Other challenges 1. Developing a functional business model 2. Running everyday activities 3. Product development and innovation 4. Finding customers and getting them to the shop 5. Customer flow and foreseeing customer flow
3 The Beginnings
• Started in 2019 • Eight independent craftswomen • 50 000 – 60 000 tourists in summer
• Permissions for the use of the Kvarken logo • The location • The premises an old fishing shag • No electricity, no water → canisters and solar panels • Cold wind from the sea • Accessibility –> e.g. inva access
• Collaboration with the locals • Image: traditional outfits, storytelling, World Heritage
4 Product Assortment
From the eight craftswomen and also from the islanders: art ceramics, woollen and silk products, silver and glass objects, paintings, knitwear and handicraft, wood works and natural cosmetics, books about local Björköby cupboard makers and cupboards, sometimes also local islander bread and canned lamb
5 Other Activities
• Visits of different associations, tourist busses and caravans • TYKY-day organisation (work activity days) • Post rowing event between Vaasa and Umeå in June 2019 • Advertisement of transportation sheep to the archipelago for summer • Tourist information has become an additional activity based on the need of the target group and it has become part of the business model • Collaboration with local tourist guides on how tourists move in the area • The shop has become a point of reference from where to buy water, get an umbrella and where hiking paths start.
6 Work Organising
• The group has agreed on work shifts and the way to work for the period of May – October • Increasing own awareness of the region, its history, rising land, the local museum, and the Saltkaret tower
7 Business Model Development
• Empathy, used feedback and need, rapid experiments and user-orientation are used for developing and innovating the business model. • The simple business model creates flexibility to modify the activities and products according to the needs quickly and at ongoing basis • Customer feedback and needs are the main tools for product and business model development and innovation • Verbal and written feedback (e.g. guest book), needs of the tourists and customers
8 Customers
Findings customers Low-budget methods, such as, cooperation with local actors, social media, events, boat trips to two islands (Valassaari and Mikkelinsaari), bird watchers, tourists, family trips on Sundays, and bringing authenticity and warmth with traditional outfits and stories.
Customer flow and foreseeing customer flow • Follow-up of guests and the comments on the guest book • Promptly reacting on customer feedback as possible • Following sales daily/participants • Cooperation with Vaasa-Mustasaari tourists guides • Cooperation with Visit Vaasa
9 Tools for Improving Innovation to Business Model and Process
• Listening to customers – customer-orientation • Empathy • Quick reaction and reorienting the activity • Rapid experiments • Narration • Cooperation with stakeholders
10 Experiences of Success
• New groups of customers and activities (tourism) • Reaching the targeted financial result that also enable sto develop the activity • Independence in business activity • Employing one selves • Plenty of positive feedback • The shop increased cooperation in the village • An increased activity level of the village • Suggested new products to the village • Improved language skills and mental well-being
11 Challenges Encountered
• Assess work shifts according to the situation • React quickly on customer needs • Make customers happy with additional services and kindness • Everyone must know the products well • Products must have all information • Improve the language skills • Location: Far away: 40 km from Vaasa • No electricity, no water, cold wind • Sometimes big busses full of tourists come unexpectedly
12 Other Lessons Learnt and Success Factors • Selection of the craftspeople into the group – product quality • A versatile selection of products and materials of high quality and locality • A clean shop where products are well displayed • Unified price tags and environmentally friendly packaging • An electronic payment system and cash • Taking into account also hikers, bird watchers and the tower, paths in the nature, families with children • Local knowledge and guidance if needed • Special needs from raincoats to mosquito repellents to lend • Marketing: own website and Facebook, brochures, business cards and articles on magazines
13 14 15 Thank you!
Website https://bjorkokvarkenshop.com/
Facebook: https://www.facebook.com/kvarkenshop/
Questions welcome www.interregeurope.eu/craftscodeProject smedia