SEWA Kalakruti12-month Strategy

13 October 2008

Cooperative Mission Socio-economic empowerment of women through

arts & craft-based activities to secure their position in society where they can think independently, become role models for future generations, and above all do not have to prove themselves due to gender.

The cooperative aims to re-organize and manage itself in a professional way so as to offer the largest number of members livelihood while increasing their ability to compete in the market.

Overall Objectives for 12 months Increase Sales to Rs 43,00,000 Increase number of active artisans from 150

to 200 Train 50 artisans in new designs Re-dynamize all of the cooperatives Re-organize services

Better coordinate production and sales Set detailed production and marketing plans

Marketing Strategy Penetration:

Strengthen local and national markets Expand use of website Improve response-time for export markets Improve product range

Product Development: Expand range of colors, products, and designs Set season-wise and market-related production

Market Development: Develop institutional market Expand export market

Investment Strategy Increase management potential Increase marketing capacity

Finish shop renovations Develop other marketing material, inc website

Strengthen capacity of artisans Including materials

Work with designers / consultants for product development

Social Objectives Empower cooperative members

Increase capacity and skills via training Increase income of the members Increase the visibility / identity of crafts work Build leaders among craftswomen Provide social security to members

Management Objectives Follow business plan / budget targets closely Strengthen production-marketing cycle Set up management system with M&E

Implement HR management Set up ERP system by 1 January 2009

Organize monthly meetings of Management - BODs

Strengthen professional attitude

Marketing / Sales Objectives Carry out market analysis and set up marketing plan Carry out demand analysis and design products as

per results Provide attractive packaging Introduce sales promotions Work on brand building Expand existing markets Develop on-line sales

Quality of Service Objectives Measure customer satisfaction Assure high quality of all goods

Improve quality control procedures Assure timely delivery and measure results

Financial Objectives Work towards making the activity sustainable Reduce costs related to production expenses Maintain monthly P&L cost coverage Manage proper use of revolving fund

Monthly Reporting: SeptemberKey Results:I. Sales: 2,03,500 (under target by Rs 47,000)II. Costs: Rs 1,23,000 (under budget)III. Profit & Loss: Rs 80,371IV. Investments: noneV. Summary: limited production

Indicators set: 17

What’s Next Finalize management and re-align budgets Reset indicators and benchmarks Hire needed staff Set up detailed marketing and production

plans Meet with cooperatives to present strategy

Cooperative Staff Coordinator: Assistant Coordinator: Team Members: