{"id":25323,"date":"2023-03-07T11:22:12","date_gmt":"2023-03-07T11:22:12","guid":{"rendered":"https:\/\/www.ghanamma.com\/2023\/03\/07\/afdb-digital-marketing-key-to-luxury-tea-startup-success\/"},"modified":"2023-03-07T11:22:12","modified_gmt":"2023-03-07T11:22:12","slug":"afdb-digital-marketing-key-to-luxury-tea-startup-success","status":"publish","type":"post","link":"https:\/\/www.ghanamma.com\/2023\/03\/07\/afdb-digital-marketing-key-to-luxury-tea-startup-success\/","title":{"rendered":"AfDB: Digital marketing key to luxury tea startup success"},"content":{"rendered":"<p><\/p>\n<div>\n<div class=\"td-post-featured-image\">\n<figure><img loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"286\"  alt=\"\" title=\"a1-adja-sembene-1500\" src=\"https:\/\/www.ghanamma.com\/wp-content\/uploads\/2023\/03\/a1-adja-sembene-1500-696x286.jpg\" data- class=\"entry-thumb td-modal-image lazyload\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"286\" class=\"entry-thumb td-modal-image\" src=\"https:\/\/www.ghanamma.com\/wp-content\/uploads\/2023\/03\/a1-adja-sembene-1500-696x286.jpg\"   alt=\"\" title=\"a1-adja-sembene-1500\"\/><\/noscript><figcaption class=\"wp-caption-text\">AgriPitch Competition winner Adja Sembene Fall, earned $25,000 in seed money for her Contanna Tea Company<\/figcaption><\/figure>\n<\/div>\n<p>Senegalese businesswoman Adja Sembene Fall said she had no choice but to launch her start-up business online because her new Contanna fair-trade tea company only had $200 to its name.<\/p>\n<p>\u201cDue to [lack of] finance, it was not possible to get a physical shop. We started out in the backyard of my brother\u2019s house. We sold our teas via social media for three years,\u201d said Fall. She says her line of luxury brand tea products is about more than taste. Fall says Contanna teas sell a \u201cSenegalese experience\u201d that promotes a women-owned, 100% locally sourced and processed product based on recipes infusing family and cultural traditions.<\/p>\n<p>\u201cDigitizing our buying process was really important. We [were] also able to present and adjust packaging of our product online, [to emphasize] it was premium and different from what was available in Senegal,\u201d the 29-year-old added.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/www.ghanamma.com\/wp-content\/uploads\/2023\/03\/adja-sembene-portrait.jpg\" class=\"img-rounded lazyload\"\/><noscript><img decoding=\"async\" class=\"img-rounded\" src=\"https:\/\/www.ghanamma.com\/wp-content\/uploads\/2023\/03\/adja-sembene-portrait.jpg\" alt=\"\"\/><\/noscript>Contanna says its first year of operations, a focus on Instagram and its website drew $5,000 in online sales. As the online business grew, Fall said, Contanna hit $12,000 in sales and established a community of around 2,000 clients.<\/p>\n<p>Contanna recently opened a pop-up stall at Dakar\u2019s Sea Plaza shopping mall. In January, it was named a winner of the African Development Bank\u2019s AgriPitch Competition, which supports African youth agripreneurs by improving their business bankability and ensuring that they are \u201cpitch ready\u201d for potential investors.<\/p>\n<p>The 2022 AgriPitch competition, which started last October, received nearly 750 complete entries from entrepreneurs in the agriculture sector \u2013 or \u201cagripreneurs\u201d \u2013 from 38 African countries. The judging panel comprised women- led enterprise support advisory firm, Private Equity Support; the Private Financing Advisory Network, a global network of climate and clean energy financing experts; and EldoHub, an education, innovation, and technology organization targeting youth and women.<\/p>\n<p>The competition, which this year awarded $140,000 in prizes, is a key activity of the Bank\u2019s ENABLE Youth Program.<\/p>\n<p>\u201cAfrican youth have great ideas. It was exciting to see the high level of innovation and passion from these young agripreneurs, particularly the large number of women-owned enterprises like Contanna,\u201d said Edson Mpyisi, the Bank\u2019s Chief Financial Economist and ENABLE Youth Coordinator.<\/p>\n<p>AgriPitch organizers selected 25 semi-finalists, 68% of them women-owned or led businesses, to attend a two-week business development virtual boot camp. The boot camp culminated in a pitch session to judges, who chose 9 agripreneurs to advance to the finals.<\/p>\n<p>\u201cI was pitching in front of my shop \u2013 where customers were passing by. They were so encouraging when they discovered that [my business] is a 100% Senegalese company and especially that the founder was a woman,\u201c said Fall. She received $25,000 as the winner in the AgriPitch competition women-owned business category.<\/p>\n<p>Fall says she\u2019ll use part of the prize money to upgrade a digital payment system and for computers and digital skills training for Contanna employees, all women.<\/p>\n<p>\u201cWe don\u2019t eschew hiring men. The women were first to apply and were qualified. They currently log their work production and stock building in paper books. We are training them to build capacity to use Google Sheets [and other digital software],\u201d Fall said.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/www.ghanamma.com\/wp-content\/uploads\/2023\/03\/adja-sembene-story.jpg\" class=\"img-responsive lazyload\"\/><noscript><img decoding=\"async\" class=\"img-responsive\" src=\"https:\/\/www.ghanamma.com\/wp-content\/uploads\/2023\/03\/adja-sembene-story.jpg\" alt=\"\"\/><\/noscript><\/p>\n<p>Contanna and the two-dozen other competition finalists will retain access to the AgriPitch \u201cdeal room\u201d to avail of post-competition digital expertise, business development, and investor engagement.<\/p>\n<p>\u201cWe look forward to working closely with the entrepreneurs in the coming months through individual business advisory support and investor engagement in the deal room,\u201d said Diana Gichaga, Managing Partner at Private Equity Support.<\/p>\n<p>Source: AfDB<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>AgriPitch Competition winner Adja Sembene Fall, earned $25,000 in seed money for her Contanna Tea Company Senegalese businesswoman Adja Sembene Fall said she had no choice but to launch her start-up business online because her new Contanna fair-trade tea company only had $200 to its name. \u201cDue to [lack of] finance, it was not possible [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":25324,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-25323","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - 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