PARTICIPANT MANUAL

ECUADOR | 2023

1
 TABLE OF CONTENTS

Training Manual Overview 3

SWOT Analysis 4
Target Market: Market Analysis Table 5
Create a Persona 7
Ideas for New Products 8
Impact/Effort Matrix 9
Elevator Pitch 10
Action Plan 10
Setting Objectives & Planning 11
Steps to Increase Sales 13
General Best Practices for Business Communications 18
Analyze a Sample “Follow-up” Text to a Prospect 19
Presenting Your Product to Your Prospect 20
Role Play with Prospects 21
Costing Exercise Worksheet 22
Costing and Pricing Worksheet 25
Product Photography 26
Planning of Social Media Posts 27
Bookkeeping Template 29
Sowing and Harvesting Planning Tool 30
Coaching Program 31
Inspiration Notebook 34

2 TABLE OF CONTENTS
 TRAINING MANUAL OVERVIEW

Who is this manual for?

This manual has been created for you—producers and farmers—to support you as your grow your business. It
is yours to keep for your personal use. The content is proprietary and belongs to Artistri Sud, and so cannot be
shared without written permission.

What is in this manual?

This manual contains some of the key information you will learn during your participation in AWE (Action for
Women’s Empowerment) Global, formerly Artistri Sud, and worksheets which you will learn to use in the program
and can reproduce again at home.

You will also find a diversity of creative work (such as photography, use of social media, creating new products)
within local, regional, and international settings. They are intended to inspire you to apply what you learn in our
education environment to real-life scenarios that affect you.

TRAINING MANUAL OVERVIEW 3

 SWOT ANALYSIS
Elements to Consider:
Quality of Display of products Expertise on Others
Price
materials and packaging the product

Location Ingredients Sales skills Social media

of farm (warm, open account to
persuasive ...) advertise
Activity: Your Strengths and Weaknesses

STRENGTHS WEAKNESSES

OPPORTUNITIES (e.g., needs in the market, STRENGTHS (e.g., new competitors, regulations
new clients, new partners, other) for your products, other)

Activity: Your Competitor’s Strengths and Weaknesses

STRENGTHS WEAKNESSES

4 SWOT ANALYSIS
 TARGET MARKET: MARKET ANALYSIS TABLE
Product 1 Product 2 Product 3 Synthesis

Age

Location

Sex

Job

How much money

do they spend?

Where do they buy

products from you?

What is important
for them in life?

(Make assumptions
if you don’t know,
based on what you
know about them)

What specific needs

do they have?

MARKET ANALYSIS TABLE 5

 Assessment of Products: Will They Meet the Needs of YOUR Target Market?

Describe your target market.

What are the needs of your target market?

Your products that meet the needs of your target market. Describe how they meet their needs.

1.
2. 3.
Needs my products meets:
Needs my products meets: Needs my products meets:

Price point: Price point:

Price point:

Improvements you can make to better meet the needs of your target market.

1. 2. 3.

How? How? How?

6 MARKET ANALYSIS TABLE

CREATE A PERSONA

1. Draw a persona

2. Describe your persona

♂♀
Sex
👶🏻👧🏻👩🏻👵🏻 🌎
Age Location

CREATE A PERSONA 7
 IDEAS FOR NEW PRODUCTS
🥫🧅🍵🌾🌽🍯🛍

8 IDEAS FOR NEW PRODUCTS

 IMPACT/EFFORT MATRIX

HIGH

SALES

IMPACT

PROFIT

LOW

LOW COST EFFORT TIME HIGH

IMPACT/EFFORT MATRIX 9
 ELEVATOR PITCH
What is the immediate What is the ultimate
Who is your What is your
reason for buying your benefit of your
target market? product/service?
product/service? product/service?

I help with so they can .

(target market) (accomplish this) (product/service) (ultimate benefit)

ACTION PLAN
Positive Practices I Will Adopt On My Farm

1. 1. 1.

2. 2. 2.

Time frame: Time frame: Time frame:

Negative Practices I Will Stop or Limit On My Farm

1. 1. 1.

2. 2. 2.

Time frame: Time frame: Time frame:

10 ELEVATOR PITCH/ACTION PLAN
 SETTING OBJECTIVES & PLANNING
PART 1:

OBJECTIVES: If I had additional revenue, what would I want to achieve within the next year?

PART 2:

OBJECTIVES: What I want to achieve within the next …

1 MONTH 3 MONTHS 6 MONTHS 1 YEAR 3 YEARS

SETTING OBJECTIVES & PLANNING 11

 Consider your 3-month objective. Identify 3 milestones that will need to be completed and by when to make sure
you’re on track to meet this objective. On your own, complete milestones for all the objectives you set below.

MILESTONE 1 MILESTONE 2 MILESTONE 3

3 MONTH OBJECTIVE

By By By

PART 3:

Weekly Plan: Steps I will take this week to achieve my objectives:

STEP STEP STEP

1 2 3

I will I will I will

Deadline: Deadline: Deadline:

12 SETTING OBJECTIVES & PLANNING

 STEPS TO INCREASE SALES

1. Prospecting

10 BEST IDEAS FOR POTENTIAL CUSTOMERS RANKING NOTES

STEPS TO INCREASE SALES 13

 2. Research & Planning

Coaching Activity 2: Learn About Your Potential Customer

Customer: If a business, mention the name. If an individual, identify by letter or numbers (i.e., Customer A … )

CHARACTERISTICS
DESCRIPTION OF
POTENTIAL PRODUCT THEY (INGREDIENTS,
CUSTOMERS AND NEEDS
CUSTOMER SELL OR BUY QUALITY,
WHAT THEY BUY
FRESHNESS)

14 STEPS TO INCREASE SALES

3. Making Contact with Prospect

Guidelines for Good Calls and Emails/Texts

COMMUNICATE EXAMPLE

Who are you?

How did you find your prospect?

Why are you approaching her?

(TIP: Make it clear that you have
taken the time to understand her
needs.)
Why—specifically—would your
products be interesting for her?
(TIP: Make sure you match your
product to her needs.)
Ask if you can meet and show
her your product. (TIP: If she’s not
interested, listen to her objectives.
Gather information about her
needs.)

If she agrees to meet, set up a

time.

If she does not want to see your

products, open the door for
follow-up.

If she’s not sure, try to meet or

keep the door open.

STEPS TO INCREASE SALES 15

 4. Building a Relationship—Following-up 5. Presenting Your Product

Coaching Activity 5: Presenting Your Product

ASK:
ASK THE CLIENT: ASK YOURSELF:
“WHAT IMPROVEMENTS
“WHAT DID YOU ASK YOURSELF: HOW CAN YOU
CLIENT DO YOU SUGGEST?”
LIKE ABOUT THE WHAT WENT WELL? IMPROVE THE
(i.e., price, colours,
PRODUCT?” PRESENTATION?
materials etc.)

Client 1

Client 2

16 STEPS TO INCREASE SALES

6. Closing the Sale

6. Following-up After Sales

STEPS TO INCREASE SALES 17

 GENERAL BEST PRACTICES FOR BUSINESS COMMUNICATIONS

Tips for Writing Good Business Emails

Salutation

‰ Formal: ”Dear Mr. Smith”

‰ Informal: ”Hi Wendy”

Introduce yourself in a way which is relevant to the recipient

Acknowledgement

‰ “Thank you for asking about our products.”

‰ “Thank you for your interest in my handmade sauces.”

Say how you’re connected

‰ How you found out about them.

‰ If you have a mutual friend/contact.
‰ If you met or have already spoken.

Offer your product

‰ Explain why your product is a good fit for them or their business.
‰ Make it clear you’ve taken the time to understand their needs.
‰ Ask them if they are interested in your product offering.
‰ If you’re trying to present your products, suggest some meeting times.

Polite closing

‰ Let them know you plan to contact them to follow-up.

‰ Formal: “Sincerely”
‰ Less formal: “Best/Kind regards”
‰ Informal: “Thanks”

Signature

‰ [Your name]
‰ Contact information (phone number, website address if you have one).
‰ Social media pages if you have them (e.g., Facebook).

Product Information

If you are sending information about your products, consider including:

Photo(s) Price Delivery time Notes on any

(processing & shipping) attachments

18 BUSINESS COMMUNICATIONS
 Sales Contracts and Policies

When closing the deal, be sure to mention any policies or conditions you might have.

Payment policies Returns and/or refunds Shipping

Do you require a deposite? When? Do you accept returns? Under what How will you get the product
What is the balance due? How conditions? For a refund? to the client? Who will pay for
much payment can be made? For exchange? shipping? How long does it take?
Is there a contract to sign?

Tips for Texts

Communicating by text is suitable for follow-up when you already have a rapport
with a person. It should not be used to make initial contact.

Messages should Introduce yourself if Write complete Doublecheck

be short; include your clients do not have phrases and do auto-correct
only essentials you in their contacts not use emojis

ANALYZE A SAMPLE “FOLLOW-UP” TEXT TO A PROSPECT

Hi Anna,
Salutation, acknowledgement, Signature
Great chatting with you the other day!
introduction
You're right about offering the
products in different sizes. After some
research, I decided to offer my fruit
james in 2 sizes: 300 mL and 500
mL. Also, I made combo packages of
3 different fruit jams in small jars of
150ml. See attahced photos—what Product information
Say how you're connected
do you think, would your customers
like it? My customers loved them, I
have already sold the first batch!
I can make some in time for
Christmas!
Sales contracts and policies
Offer your product Let me know if your clients will like (when closing)
them, or send me any changes.
I'll call next week. Best practices
Thanks, • Professional
Rosa language
• Be brief

Polite closing • Respond in 24 hours

• Be transparent (about pricing, policies)
• No emojis or abbreviations

BUSINESS COMMUNICATIONS/ANALYZE “FOLLOW-UP” TEXT 19

 PRESENTING YOUR PRODUCT TO YOUR PROSPECT
FEATURES BENEFITS

20 PRESENTING YOUR PRODUCT

 ROLE PLAY WITH PROSPECTS

Hi .

(prospect)

Hi .

(prospect)

ROLE PLAY WITH PROSPECTS 21

 COSTING EXERCISE WORKSHEET
PART 1: MATERIALS

22 COSTING EXERCISE
 MATERIAL COST QUANTITY COST OF MATERIAL

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
TOTAL COST OF PRODUCT MATERIALS:

PART 2: COST OF LABOUR

Cost of Labour = Number of products x Time needed to make 1 product x Charges per hour

x x = $60
2 6 $10

3 jars Number Charge Cost of

of hours per hour labour

Number of products

Charge per hour x

Time needed to make 1 product x

Total (labour)

PART 3: COST OF TRANSPORT

Cost of Transport = Number of tickets x Price per ticket

You need to take the bus to go to the market and sell your products. You need 2 tickets everyday.

1 ticket = $5; Cost of transport = 2 tickets x $5 = $10

Number of tickets

Cost of transport x

Total (transport)

COSTING EXERCISE 23
 COSTING EXERCISE WORKSHEET

1. COST OF MATERIALS

Cost of

Cost of +

Cost of +

Cost of +

Other costs: +

Total (materials)

2. COST OF LABOUR

Charge per hour

Time needed to make 1 product x

Total (labour)

3. COST OF TRANSPORT

Number of tickets

Cost of transport x

Total (transport)

4. TOTAL COST

Total (materials)

Total (labour) +

Total (transport) +

My total cost:

24 COSTING EXERCISE
 COSTING AND PRICING WORKSHEET
COMPETITOR’S
TOTAL COST YOUR PRICE FOR
PRODUCT/SERVICE PRICE FOR A SIMILAR
OF PRODUCT YOUR PRODUCT
PRODUCT/SERVICE
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

COSTING AND PRICING 25

 PRODUCT PHOTOGRAPHY

❌ ✔

26 PRODUCT PHOTOGRAPHY
 BOOKKEEPING TEMPLATE
Make sure to record your sales during the mock fair. Take note of what is selling, what is not, etc.

BUSINESS:
MONTH:
DATE DESCRIPTION INCOME EXPENSE

TOTAL:

PROFIT:

BOOKKEEPING TEMPLATE 27
 PLANNING OF SOCIAL MEDIA POSTS
PRODUCTS FREQUENCY

1.

2.

3.

STAGES OF PRODUCTION BEFORE HOLIDAYS

1.
WHEN WILL
IDEAS FOR MY GOAL FOR SOCIAL YOU POST
2. PHOTOS MEDIA POSTS ON SOCIAL
MEDIA?

3.

IMPORTANT STAGES IN PRODUCT PROCESS

LANDSCAPES WHEN YOU CAN POST MORE FREQUENTLY

1.

2.

3.

28 PLANNING OF SOCIAL MEDIA POSTS

 PLANNING OF SOCIAL MEDIA POSTS
YOUR TARGET MARKET BENEFITS OF FOR

List of benefits and how to present them on social media:

What information would they be interested in?
1.

2.

3.

BRAND I’M PROUD OF:

Values and images your brand should represent: Post idea:

1.
CONTENT OF THE
SOCIAL MEDIA POSTS
2.

STRENGTHS OF
AND HOW TO PRESENT THEM IN SOCIAL MEDIA POSTS ADDITIONAL IDEAS

1.

2.

3.

PLANNING OF SOCIAL MEDIA POSTS 29

 SOWING O
SOWING AND HARVESTING PLANNING TOOL
HARVESTING X

1ST QUARTER 2ND QUARTER 3RD QUARTER 4TH QUARTER

CROPS OBSERVATIONS & INDICATIONS
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

30 SOWING & HARVESTING PLANNING TOOL

 COACHING PROGRAM
From the topics we reviewed during the program, what do you What do you still need to work on and how What are the topics that you think will help you the most?
feel more knowledgeable about? Point out at least 3 things. will you do so? Write at least 3 things.

QUESTIONS TO REPORT
MONTH SKILLS ACTIVITY DESCRIPTION OUTCOME
TO TL/COACH

Step 1: Review the list of 10 potential business clients you made on p. 13. Answer the following:
Planning Why did you choose
• Which of these would you like to approach first and why?
those 2 clients?
Research Short list • Consider aspects such as: the closeness to the place, alignment to your product/business (i.e., List of
1 of potential you see products made of natural ingredients and your potential client might sell other products What was difficult potential
Informed
clients also made with natural ingredients). about this activity? clients
decision-
Step 2: Select at least 2 sales prospects that you could try to sell products to. If possible, choose at
making What was easy?
least one business.

Learn about your potential business clients so you can present your products effectively to them. For Can you offer
each client, ask: something different Photocopy
• What does your potential client sell now, or what kind of products does s/he have now? or add value to what of template
Research Learn about
• What are the characteristics of the products? they sell? I.e., you or recording
2 your potential
Planning • Describe the people who actually buy from your potential client, and what do they buy? [Note: could have products mentioning all
clients
You have to watch!] made of different the elements
• What do you think your potential client needs? materials, or more of template
Answer these questions by filling in the grid on p. 13 of your Participant Manual. colours etc.

Step 1: Plan how you will approach your prospective client. Using the template on p. 14 of your
Plan and Participant Manual, prepare your call. What was difficulty
about this activity? Recording of
practice your • Who are you, what products do you produce, for how long have you been making them, etc.?
the practice
3 Communication approach with • Why do you want to sell them your products? Show you did some research about them. What would I need of your
your potential • What’s special/unique about your product (it’s made of certain material, price, etc.)? or want to practice speech
clients Step 2: Practice your call alone and then ask someone to listen to you. more?
Step 3: Record your call and watch or listen to yourself. What can you improve?

COACHING PROGRAM 31
 QUESTIONS TO REPORT TO TL/
MONTH SKILLS ACTIVITY DESCRIPTION OUTCOME
COACH

Using the steps you learned during ASSET (see Participant Manual, pp.
21–23), cost the product or products you would like to offer to your potential
Build your clients. Include:
Costing costing skills Completed template
• The list of all materials used and their costs. How did you set the price of
4 and practice with your answers and
Pricing • The time it took you to make it, and its cost. your product?
pricing a calculations
• Compare the price of the same or similar product from a competitor.
product
• Define a price for your product.
Complete the template on p. 24 of your Participant Manual.

What was the most

challenging part of this activity?
Show your product to a minimum of 2 people who represent your target
Communication What went well?
market or prospective clients, and get their feedback about your product. Template with answers or
Receiving What would I do differently
Presenting Try Client 1 during the first month. Then, take time to analyze how it went voice recording with the
5 feedback next time?
your product and answer the questions in the next column. answers of the questions
Market What did you learn about from the template
Try Client 2 in the second month, adapting the presentation according to the
research yourself with this activity?
feedback from Client 1.
What elements did you adopt
after your first presentation?

Track your sales for 3 weeks. Using the template on p. 32 (or Coaching Send a picture of
a. Tracking
Tracking sales Activity 6), write down the products you sell, the price, and the photocopy of your
analysis
characteristics. template

6
Review the table where you tracked your sales and answer the following: How can this information help Send a photocopy of
Analysis of my
b. Analysis • Which product did I sell the most? you to plan the products you your answers or an audio
sales
• Which colour or material did I sell the most? are going to offer in the future? recording

What have you discovered by

looking at your financial report?
Make a How does the financial report
Make a financial report for the last 3 months. Copy the Bookkeeping
financial help you to improve your
7 Analysis template on p. 28 of your Participant Manual and record your expenses and Photo of financial report
report for the profits?
revenues for the last 3 months. Determine your profit (or your loss).
last 3 months Are there some changes you
are going to make based on
what you see on your reports?

32 COACHING PROGRAM
Coaching Activity 6: Tracking Sales

NUMBER OF CHARACTERISTICS
DAY & DATE PRODUCT SOLD PRICE INCOME EXPENSE
PRODUCTS SOLD (i.e., material, colour, style, etc)

COACHING PROGRAM 33
 INSPIRATION NOTEBOOK

34 INSPIRATION NOTEBOOK
INSPIRATION NOTEBOOK 35
36 INSPIRATION NOTEBOOK
INSPIRATION NOTEBOOK 37
38 INSPIRATION NOTEBOOK