“Whys and Wherefores — of the Community of Practice for Caribbean Immigrant Entrepreneurs”

All you need to know about the Community of Practice for Caribbean Immigrant Entrepreneurs.

Copyright © 2018 by Meegan Scott, and The Community of Practice for Caribbean Immigrant Entrepreneurs, Magate Wildhorse Ltd. All rights reserved.

Of interest to Caribbean Immigrant Entrepreneurs in all Caribbean diasporic markets, Caribbean entrepreneurs at home.

The following groups will also find this video of interest:

Host cities, economic development partners, cluster managers, retired Caribbean Immigrant Entrepreneurs looking to mentor the next generation, academia, and ethnic media will be interested in the information shared.

Canadians with no history of business in their families irrespective of ethnicity, non-native speakers of English who are immigrant entrepreneurs in North America, Black Americans, Black Canadians, and investors.

Inside:

Interesting gender gap among immigrant entrepreneurs for Barbadians, Jamaican, Guyanese, and Trinidadians in Canada.

How to Cite:

Meegan Scott, “Whys and Wherefores — of the Community of Practice for Caribbean Immigrant Entrepreneurs, Magate Wildhorse Web Site, 33.09, October 2018, updated May 2019.

Looking forward to supporting and contradictory statistics for what is presented at    1:06 – 1: 11 minutes.

Thank you for sharing at the reflective pause at:  between 14:00 and 15:00 minutes.

CoP Membership is open to:

  • Black Canadians,
  • African Americans,
  • Caribbeans and members of the African diaspora in the United Kingdom,
  • Canadians with no history of business in their families,
  • Non-native speakers of English – who are immigrant entrepreneurs in North America,
  • Africans in Africa,
  • Entrepreneurs from all countries and regions from which the DNA of the peoples of the Caribbean come [Spain, Portugal, Germany, India, China, Europe, Asia, Pacific, Mediterranean],
  • Emerging diaspora markets such as rest of Asia, Australia and Bahrain

Got a question?                                                                                                                Contact your CoP Secretariat by  Email: magatewildhorse@gmail.com


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Interview with Dr. K’Nife ― Caribbean Diaspora, Entrepreneurship and The CoP

Ladies and Gentlemen,

Making a chilly Saturday evening warm with a commitment to the winds of change for taking Caribbean Entrepreneurship in the Diaspora and in the Caribbean to the next level is Dr. K’adamawe K’Nife. He is the Director of The Centre for Entrepreneurship Thinking and Practice (The Centre), at the University of the West Indies, Mona Campus. Dr. K’Nife and the Centre will partner with the Community of Practice for Caribbean Immigrant Entrepreneurs (CoP) to deliver capacity building, research, foster inter-regional and Caribbean Diaspora collaboration.

Join us as Dr. K’Nife shares on entrepreneurship, trends, tradition, and the ecosystem for supporting Jamaican and Caribbean entrepreneurs, the Caribbean diaspora, Diaspora Direct Investment, Jamaica, and the CoP Opportunity. Dr. K’Nife also addresses the potential of entrepreneurship and business as a possible glue for driving regional integration.

With Dr. K’Nife is Meegan Scott, of the CoP Secretariat, and Magate Wildhorse Ltd.

Brought to you by The Community of Practice for Caribbean Immigrant Entrepreneurs.

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Born Global & Born-Again Global Businesses:Pathways to Internationalization, Caribbean Immigrant Entrepreneurs & Peer Entrepreneurs

Panel Title: Born Global & Born-Again Global Businesses: Pathways to Internationalization: Caribbean Immigrant Entrepreneurs & Peer Entrepreneurs

Organizer: Meegan Scott & Magate Wildhorse Ltd on behalf of The Community of Practice for Caribbean Immigrant Entrepreneurs
Moderator: Meegan Scott, Magate Wildhorse Ltd
Panelists:
• Loretta Green-Williams, Caribeme Magazine
• Marguerite Orane, Free & Laughing
• Marva Hewitt, Food Hygiene Bureau
• Tamu Petra Browne, Innovative Education and Training Solutions
• Lester de Souza, Impact Galaxy


A Global Entrepreneurships Week (GEW 2018) Event!

Held: November 13, 2018

Findings from Panel Discussions

Born Global Panel Report Final

This the first public event hosted by The Community of Practice for Caribbean Immigrant Entrepreneurs.

All partner including South Florida

Les hommes d’affaires peuvent impulser un changement social

Les hommes d'affaires peuvent impulser un changement social, la Communauté de Pratique (CoP) à l’intention des entrepreneurs immigrants des Caraïbes dans l'espace OCDE et d'autres marchés dédiés aux diasporas, Meegan Scott

Meegan Scott

 

 

 

 

 

 

 

 

 

Par Meegan Scott

Dans son récent article dans le Harvard Business Review, Richard Straub de la société Drucker pose la question : « Que faut-il pour que quelque chose de grand change dans une communauté – quelque chose sur laquel personne n’a beaucoup de pouvoir, même quelque chose aussi grand qu’un état d’esprit ? “.

Et il nous fournit la réponse : un mouvement social.
Comme le souligne Straub, les mouvements sociaux ne sont pas seulement du domaine d’une communauté d’organisateurs et d’une association d’étudiants.

“Les gens d’affaires peuvent aussi les mettre en marche, comme nous le voyons maintenant “.

Ce que Straub a dit n’était pas nouveau pour moi.

Et j’ai rencontré d’autres personnes avec la même conviction à l’intérieur et à l’extérieur de la Communauté des Caraïbes.

Cependant, au cours des dernières semaines, pendant que je partageais des informations sur la Communauté de Pratique (CoP) à l’intention des entrepreneurs immigrants des Caraïbes dans l’espace OCDE et d’autres marchés dédiés aux diasporas, on m’a posé des questions indiquant clairement que plusieurs membres de notre communauté croient encore que les initiatives de changement relèvent du gouvernement, des ONG ou des organismes donateurs.

Il est grand temps que nous réalisons que les gens d’affaires doivent avoir un rôle à jouer dans la mise en place de tels changements. Et les entrepreneurs des Caraïbes aussi !

La communauté noire et caribéenne (et les Caraïbes dans toute leur diversité ethnique) ne doit laisser passer aucune opportunité à saisir et doit s’adapter à notre liberté et notre indépendance en tant qu’une communauté.  Et cela signifie : se réunir pour mener le changement que nous voulons voir. Pour ce faire, nous devons nous engager dans des actions fortes et persistantes, et créer plus de symboles de la pratique de la liberté, de l’indépendance et le pouvoir d’un peuple et d’une communauté pour tracer sa destinée.

De plus, nous devrions nous positionner pour être un groupe à forte demande au sein de nos pays d’accueil. Je ne propose pas l’aliénation d’autres groupes de la société, je parle de mouvement pour faire face à nos gros problèmes dans la société et se positionner pour un avenir meilleur. Et cela inclut la conviction que la couleur de l’entrepreneuriat n’est pas noire ; et la couleur de la responsabilité de l’entreprise sociale n’est pas noire.

Comme la Fondation Kauffman (l’une des plus grandes fondations privées des États-Unis, qui est connue pour soutenir les entrepreneurs et le Global Entrepreneurs Network), je reconnais le besoin de créer un environnement propice, fondé sur la collaboration, la confiance, les réseaux connectés, et la prise de décision fondée sur des preuves si nous voulons réussir à développer l’esprit d’entreprise dans les Caraïbes et entreprises à fort impact.

Pour soutenir tout changement durable dans cette direction, nous avons besoin de solides données quantitatives et qualitatives pour montrer qu’il est évident de créer des solutions pertinentes au profit de notre communauté. Nous avons aussi besoin de prendre des mesures pour créer des marchés, des sources de financement, des échanges de compétences et des réseaux au sein de la diaspora des Caraïbes à l’échelle mondiale. Notre richesse, notre croissance et notre changement se situent au sein de notre communauté.

La CoP pour les Entrepreneurs Immigrés est conçue pour faciliter une grande partie de ce changement. Je saisis cette occasion pour inviter les membres de la diaspora, entrepreneurs, universitaires et chercheurs partageant les mêmes idées à se réunir en tant que propriétaires et bénéficiaires de la CoP pour les entrepreneurs immigrés des Caraïbes.

Agissons pour le succès individuel, commercial, communautaire et du pays d’origine, ainsi que pour le succès du multiculturalisme dans nos pays d’accueil. Notre communauté et nos entreprises doivent se réveiller et accepter le rôle des gens d’affaires pour faire évoluer les choses.

A propos de l’auteur : Meegan Scott, B.Sc. Hons, MBA, ATM-B, CL, PMP., est née en Jamaïque, Consultant en gestion et propriétaire de Magate Wildhorse Ltd à Toronto. Elle a publié des articles sur les affaires, la stratégie, le marketing, l’esprit d’entreprise et l’amélioration des résultats de Communautés noires et des Caraïbes. Pour en savoir plus sur la CoP Email : magatewildhorse@gmail.com . Elle a également publié des revues d’événements et produit une petite série télévisée sur les affaires.  Ceci est un article syndiqué.

Traduction de l’Anglais en Français assurée par  WÀTU Digital Lab info@watudigital.com

How Caribbean Foods and Produce Exporters Sabotage Their Own Profits

One afternoon, while strolling between the aisles of Caribbean produce in a popular Toronto supermarket a man with a middle eastern accent walked up to me. He was holding a breadfruit in his hand, and he asked me if he could just wash, peel and eat the fruit. condimentsfrom how caribbeanI answered no, and explained that he would need to cook the fruit by roasting, baking or boiling before eating it.
The man’s curiosity regarding the fruit was obvious but, he returned it to the shelf because he was not sure how to prepare it. That incident represents just one of many occasions where Caribbean food exporters lost potential income as a result of their failure to educate consumers about their products.
For many the decision to export was driven by the need to increase both sales and income to proportions far exceeding the market size and capabilities of their local economies. The assumption that familiarity, national pride, and nostalgia make the national and Caribbean-wide Diaspora an easy and lucrative target market is only true to an extent. The approach of seeking to build a market in Canada through the ethnic niche is justified given Caribbean exporters could not possibly hope to dominate the market for foods and produce. But, applying those strategies and theories strictly within “that box”, may have contributed to costly complacency and a lack of creativity when it comes to the need for supporting exports with advertising and promotion.While the Diaspora is likely the largest consumer of Caribbean exports, its members are not likely to eat the same foods every day when there is much to explore and enjoy. Despite strong feelings of patriotism and love for things Caribbean the buyer’s decision will sometimes be swayed in favour of cost savings at a given point in time. In addition, many children of Caribbean emigrants are likely to consume more foods from the environment in which they grew up.
By focusing solely on the Diaspora and underestimating the culinary curiosity of the wider population of Canada and North America exporters miss out on the chance to increase sales and reach consumers with higher buying power. And in so doing they also forgo opportunities for growing and maintaining sustainable levels of sales on an ongoing basis.If you walk along the condiment aisle in any popular supermarket you are likely to find at least one customer of Non-Caribbean origin selecting and reading the labels of different Caribbean condiments. And if you appear to be of Caribbean origin he or she may then seek your advice on how to use it to create a dish they had. At times the item is returned to shelf because the potential customer does not have enough information to convince him or her that the product will produce the desired results or a recipe of how to use it effectively.
Scenarios such as the one described above reflects the failure on the part of exporters to capitalize on the appetite for Caribbean foods aroused by exposure at
• tradeshows supported by entities such as Caribbean Export Development,
• local festivals such as CARIBANA,
• the increasing presence of Caribbean restaurants on the culinary landscape and the ever-popular workplace potluck.

By investing a marginal portion of current earnings into activities such as recipe creation or repackaging and distribution, sampling in supermarkets, sponsoring quarterly or monthly live cook and taste in restaurants of the same national brand and contests, exporters could increase exposure to their products, produce and brands and in so doing leverage brand awareness to for building their equity.instorepromofromhowcaribbean
Publications such as the Metro, a daily newspaper which is read by more than [i]3 million readers weekly presents great opportunities for engaging and converting customers. The paper is available free of cost at every subway station and on every block in any public sphere throughout Toronto, Montreal, Vancouver, Edmonton, Halifax and other cities in Canada, North America and Europe. There are also dozens of other local free publications which provides great opportunities for increasing brand recognition and influencing the attitude and purchase decision of millions of potential customers.

Although the vast majority of brands are still fairly new and unknown, Facebook, Twitter and the use of Blogs presents rich and largely unexploited opportunities for wining a share of the consumer’s mind and spend.
Apart from the traditionally well-established brands, many of the newer offerings lack distinctive marks and names which effectively distinguishes them beyond being Caribbean. This is also another missed opportunity for ensuring your product is recognizable and favoured by the customer at the critical moment of first or attempted repeat purchase in the aisle of a supermarket where he is surrounded by dozens of other similar products.
Any exporter who underestimates the role of sales promotion, the demand for nutritional and health related information as well as the opportunity to taste or benefit from a reward in influencing the purchase decision of the Canadian and north American customer will continue to sabotage his or her own efforts to grow sales, increase income, attract new customers and secure repeat purchases.
To contact Meegan Scott please click here.


Recommended Citation
Scott, M. “How Caribbean Foods and Produce Exporters Sabotage Their Own Profits”. Big Business Mind for Small Businesses. 2012, April 5. Reprinted in Magate Wildhorse by M. Scott. 2017. Web.

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How Caribbean Food Exporters Colt Their Revenue Game

You may not believe me, but I have news for Caribbean Food and Produce exporters who believe that signing the sales contract and shipping the goods is where their revenue game ends.

My intent is to remind you of how and where you are leaving revenue on the table or in the recycle bin— of the Canadian Export Market. I invite you to try your own experiment based on my two cents of wisdom then tell me if you un-colted your revenue game.

But first let me share your export produce story with you. One afternoon, while strolling between the aisles of Caribbean produce in a popular Toronto supermarket a man with a middle eastern accent walked up to me. He was holding a breadfruit in his hand, and he asked me if he could just wash, peel and eat the fruit. I answered no, and explained that he would need to cook the fruit by roasting, baking or boiling before eating it.

The man’s curiosity regarding the fruit was obvious but, he returned it to the shelf because he was not sure how to prepare it.  That incident represents just one of many occasions where Caribbean food exporters lost potential income as a result of their failure to educate consumers about their products.

Another time, a Chef of Caribbean origin laughed at me loudly with condescension. His joke—I had asked if they served roasted breadfruit in his Caribbean Filipino restaurant. Breadfruit was not roasted in his neck of the Caribbean.

But here is the big miss — Sales promotion, if I learnt nothing else from my days at Sobeys I learnt the magic and power of in-store demonstrations and taste testing when it comes to driving sales in the Canadian supermarket.

I could share numerous anecdotes of produce staff and cashiers who fall nervous and anxious when faced with the challenge of identifying Caribbean foods. You can hardly blame them when some items are incorrectly labeled on the shelf. Should —or will the Supermarket take on the extra cost to create awareness about these exports?

For many the decision to export was driven by the need to increase both sales and income to proportions far exceeding the market size and capabilities of their local economies.  The assumption that familiarity, national pride and nostalgia make the national and Caribbean-wide Diaspora an easy and lucrative target market is only true to an extent. The approach of seeking to build a market in Canada through the ethnic niche is justified given Caribbean exporters could not possibly hope to dominate the market for foods and produce. But, applying those strategies and theories strictly within “that box”, may have contributed to costly complacency and a lack of creativity when it comes to the need for supporting exports with advertising and promotion.

While the Diaspora is likely the largest consumer of Caribbean exports, its members are not likely to eat the same foods every day when there is much to explore and enjoy. Despite strong feelings of patriotism and love for things Caribbean the buyer’s decision will oftentimes be swayed in favour of cost savings.  In addition, many children of Caribbean emigrants are likely to consume more foods from the environment in which they grew up.

By focusing solely on the Diaspora and underestimating the culinary curiosity of the wider population of Canada and North America exporters miss out on the chance to increase sales and reach consumers with higher buying power. And in so doing they also forgo opportunities for growing and maintaining sustainable levels of sales on an ongoing basis.

sideofyampieceofvertical

Yellow yams which should have been pushed from the shelf into shopping charts long ago.

A Guyanese retailer does a great job of reducing oxidation related discolouration of yams after they are cut. Who will educate large Canadian retailers on how preserve produce? There are the consumers who read the labels in the aisle but return the goods to shelf because they don’t understand the product.

Scenarios such as those described above reflect the failure on the part of exporters to capitalize on the appetite for Caribbean foods aroused by exposure at:

  • the ever-popular workplace potluck
  • the increasing presence of Caribbean restaurants on the culinary landscape,
  • local festivals such as CARIBANA and tradeshows supported by entities such as Caribbean Export Development.
overripeavocados

Overripe avocados in store on the supermarket shelf.

Exporters should invest a small portion of their earnings in recipe creation or repackaging and distribution, sampling in supermarkets, sponsoring live cook and taste in restaurants and contests, then leverage brand awareness for building their brand equities. The photos in this article testify to the fact that the produce exports sit on the shelves too long resulting in waste and revenue lost for both exporters and retailers.

Free daily newspapers and weeklies present great opportunities for engaging and converting customers. The Metro has a daily readership of approximately [i]1.6 million, Canada-wide. Because they are available at subway stations and sidewalk kiosks most commuters and even individuals at home read one each day. Weeklies including The Caribbean Camera are available in Caribbean stores and service locations. Could you increase brand recognition, influence the attitude and purchase decision of millions of potential customers by having a presence in these publications?

Social media also presents rich and largely unexploited opportunities for wining a share of the consumer’s mind and spend.

Unlike some older traditional brands, many of the newer offerings lack distinctive marks and names which effectively distinguishes them beyond being Caribbean.  More human both in terms of images and stories are needed to powerup the brands. Let us not forget the importance of branding when it comes to ensuring your product is recognizable and favoured by the customer at the critical moment of first or attempted repeat purchase. Picture him or her in the aisle of a supermarket, surrounded by dozens of other similar products or alternatives.

What’s next is bound to happen when an exporter underestimates the role of providing nutritional and health related information as well as the opportunity to taste or benefit from a reward in influencing the purchase decision of the North American shopper. She will sabotage her own efforts to grow sales, increase income, attract new customers and secure repeat purchases.

[i] 2016, October 19. The numbers are in, and Metro’s readership continues to grow in Toronto . Metro [Online] Available at: <http://www.metronews.ca/news/toronto/2016/10/19/metro-news-readership-continues-to-grow-in-toronto.html>

 


Recommended Citation

Scott, M. ( 2017, June 7). How Caribbean Food Exporters Colt Their Revenue Game. Adapted from “How Caribbean Foods and Produce Exporters Sabotage Their Own Profits” by  M. Scott. 2012. Big Business Mind for Small Businesses.

Copyright © 2017 Meegan Scott
All Rights Reserved

 

 

 

 

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Caribbean Connection Point is the in-country market development brand for Caribbean exports by Magate Wildhorse.