ABAN creates products from upcycled materials that benefit young mothers in Ghana. The organization helps break the cycle of poverty among young mothers by employing them and using proceeds to fund their education. The document discusses strategies to increase sales of ABAN's products by leveraging social media influencers and online communities to engage customers and promote purchases. Recommendations include partnering with "mommy bloggers" and "green influencers" to build communities and make personal connections to the brand to boost sales by 25-50%.

2. The Fabric of Change
Through the process of up-cycling water sachets and
combining them with recycled glass and traditional
Ghanaian batik fabrics, ABAN creates beautiful products
while helping the environment. The proceeds directly
benefit the young mothers enrolled in ABAN’s school.
ABAN breaks the cycle of poverty among young mothers
in Ghana and empowers them to contribute to the
restoration of themselves, their communities and their
environment.

3. Problem: Not enough bags are being sold

4. STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
product uniqueness
insufficient consumer feedback
not internally sustainable
weak product marketing
wholesalers
audience targeting
high-end competition
partnerships
horizontal competition

5. Let’s take a look at the research:
18%of women trust email marketing
15% of women trust marketing
on social media
17%of women turn to Facebook for the
purchasing decisions

7. And moms have purchasing power.
85%of purchasing decisions in the US
are made or influenced by women
90%
of moms are online vs. 76% of
women
in general

8. For middle-aged women from 35-60, including
moms, single moms, married women without
children and single women, ABAN is a platform
where they connect with each other, support
each other, and seek independence and
confidence through buying the handmade
products. Their buying decisions make
investments in single moms in Ghana that
fund their education. ABAN also helps the
women fulfill their social responsibilities
through using recycled material for the
products.
“
”
Position statement

9. Insights & Recommendations

10. The power of
#moms

11. The power of
#community

12. Mommy bloggers as thought leaders
70%
of women trust peer
recommendations like bloggers for
purchase decisions
64%
(that’s 55% more than social media marketing
and 52% more than email marketing)
of moms ask other mothers for
advice before they purchase a new
product

13. (other) Influencers to consider
The Green Mama
Writer + consultant who works passionately for
the rights of families in low-income
communities, institutions, and in the
developing world.
Easy Green Mom
Eco-friendly stay-at-home mom who blogs
about the different the ways other moms can
live a green life.

14. Online community building

15. Personal connection to the product

16. Stratifying the target audience

18. More engaged thought leaders +
interactive online communities
=
Engaged consumers +
call to action for product purchase

19. 25-50% increase in revenue
coming from product sales from:
double the number of
impressions on the ABAN shop
page
20% increase in online media
impressions
We expect to see

20. o not have enough information about how their purc
arch is limited because of insufficient time and narr
ble to record the traffic of social media websites an
Internal evaluation

21. Thank you!
Prepared by:
Samantha Taylor
Claudia Amand
Ayesha Anand
Vivianen Bai
Jia Zheng