Enhancing Digital Marketing Services for Small Businesses in Ethiopia

[GENERAL] Name and surname of main applicant

Biniyam Shferaw Worku

[GENERAL] Are you delivering this project as an individual or as an entity (whether formally incorporated or not)

Individual

[GENERAL] Please specify how many months you expect your project to last (from 2-12 months)

12

[GENERAL] Please indicate if your proposal has been auto-translated into English from another language

No

[GENERAL] Summarize your solution to the problem (200-character limit including spaces)

We will provide affordable digital marketing services to small businesses to improve their online presence and grow their customer base.

[GENERAL] Does your project have any dependencies on other organizations, technical or otherwise?

No

[GENERAL] If YES, please describe what the dependency is and why you believe it is essential for your project’s delivery. If NO, please write “No dependencies.”

No dependencies

[GENERAL] Will your project’s output/s be fully open source?

No

[GENERAL] Please provide here more information on the open source status of your project outputs

Not applicable as the project involves providing services rather than software development.

[METADATA] Horizons

Social Media

[SOLUTION] Please describe your proposed solution

Our proposed solution is to offer affordable, comprehensive digital marketing services tailored specifically for small businesses in Ethiopia. We aim to address their lack of visibility by providing access to tools and strategies such as search engine optimization (SEO), social media management, and targeted online advertising, enabling them to compete in the digital marketplace.

We approach this problem by focusing on education and empowerment, offering training workshops alongside our services to help business owners understand and maintain their digital marketing strategies. This dual approach ensures sustainable growth even after our services are rendered. 

Our project will engage small business owners across various sectors, including retail, services, and hospitality. We will actively collaborate with them to design tailored marketing plans based on their specific needs and target audience. By focusing on local businesses, we can demonstrate the positive impact of digital marketing through measurable outcomes such as increased web traffic, higher customer conversion rates, and improved brand recognition.

Our solution is unique because it combines both service provision and capacity building, ensuring long-term benefits for businesses. The success of this initiative will directly benefit the Cardano ecosystem by integrating blockchain payments into these businesses, encouraging adoption in real-world use cases, and supporting economic growth in Ethiopia.

This project is crucial for Cardano as it promotes blockchain adoption, empowers underserved markets, and demonstrates the scalability of digital solutions powered by the Cardano platform.

[IMPACT] Please define the positive impact your project will have on the wider Cardano community

Our project will bring significant value to the Cardano community by promoting the adoption of Cardano's blockchain technology within small businesses in Ethiopia. By integrating Cardano as a payment option for digital marketing services and encouraging its use within these businesses, we will expand the real-world application of the blockchain, fostering wider acceptance and utilization in the local economy.

Impact on Cardano Community:

1. Increased Adoption of Cardano: By helping small businesses incorporate Cardano as a payment system, we introduce blockchain technology into their daily operation

  

1. Wider Blockchain Integration: As businesses grow and expand their digital footprint, the success stories from using Cardano in transactions will inspire other businesses and customers, creating a ripple effect for blockchain adoptio

Measuring Impact:

We will measure the project's impact through both quantitative and qualitative metrics:

• Quantitative: 
• Number of businesses that integrate Cardano as a payment method.
• Increase in web traffic, customer inquiries, and sales for participating businesses.
• Number of transactions made using Cardano within these businesses.

  

• Qualitative: 
• Testimonials from business owners on how using Cardano improved their operations.
• Case studies documenting the business growth and digital transformation facilitated by the project.

Sharing Outputs:

We will share the results and insights from this project through multiple channels:

• Cardano Community: We will publish reports and case studies on Cardano forums, social media, and the Catalyst platform to showcase the project's success and highlight best practices for adoption in other regions.

  

• Workshops & Webinars: We will organize webinars and training sessions for both businesses and Cardano enthusiasts, sharing lessons learned, and promoting Cardano as an effective solution for small business challenges.

• Open-source Resources: While our project is not fully open-source, we will provide open access to educational materials, templates, and best practices that other businesses or communities can adapt to drive their own adoption of blockchain technology.

[CAPABILITY & FEASIBILITY] What is your capability to deliver your project with high levels of trust and accountability? How do you intend to validate if your approach is feasible?

We are highly capable of delivering this project with trust and accountability due to our team's combined experience in digital marketing, project management, and business development. Our previous successful work with over 100 small and medium-sized enterprises (SMEs) in Ethiopia has provided us with the practical know-how and operational framework to execute this project efficiently.

Existing Capabilities:

• Expert Team: We have a skilled team of professionals with expertise in digital marketing, web development, and blockchain technology. Our experience in executing digital campaigns, driving business growth, and introducing new technologies makes us well-suited for this initiative.
• Project Management Expertise: With years of experience in managing marketing and digital transformation projects, we have developed efficient project management workflows that ensure timely delivery and measurable outcomes.
• Track Record of Financial Accountability: We have successfully managed budgets for multiple clients in past projects, always ensuring transparency, proper fund allocation, and meeting client expectations. We plan to implement robust financial tracking and reporting systems to manage Catalyst funds responsibly.

Validation of Feasibility:

• Pilot Program: To validate our approach, we will launch a pilot program with 5-10 small businesses, allowing us to test our strategies, fine-tune services, and measure early impact before expanding further.
• Ongoing Monitoring and Feedback: We will use real-time analytics, client feedback, and key performance indicators (KPIs) to monitor progress and ensure the project is delivering on its promises.

We will provide regular updates and progress reports to the Cardano community to ensure transparency and maintain accountability.

[PROJECT MILESTONES] What are the key milestones you need to achieve in order to complete your project successfully?

Milestone 1: Market Research and Business Onboarding

A: Milestone Outputs:

• Completion of market research to identify and engage 10 small businesses for the pilot phase.
• Formal onboarding of businesses into the project.

B: Acceptance Criteria:

• Market research report completed.
• Signed agreements with 10 participating businesses.

C: Evidence of Milestone Completion:

• Published research report.
• Signed contracts and business profiles.

Milestone 2: Campaign Setup and Execution

A: Milestone Outputs:

• Digital marketing campaigns (SEO, social media, and targeted ads) designed and launched for 10 businesses.

B: Acceptance Criteria:

• All campaigns are live and generating data.

C: Evidence of Milestone Completion:

• Screenshots and reports showing active marketing campaigns.
• Initial data analytics report.

Milestone 3: Training and Capacity Building

A: Milestone Outputs:

• Conduct training workshops for businesses on maintaining and improving their online presence.

B: Acceptance Criteria:

• Workshop materials prepared and sessions conducted.

C: Evidence of Milestone Completion:

• Training presentations and attendance logs.
• Feedback forms from participants.

Milestone 4: Performance Review and Optimization

A: Milestone Outputs:

• Analysis of campaign performance and business growth metrics.
• Optimization of underperforming campaigns.

B: Acceptance Criteria:

• Detailed performance reports generated.
• Campaign adjustments made based on findings.

C: Evidence of Milestone Completion:

• Published performance review report.
• Updated campaign dashboards.

Milestone 5: Final Impact Assessment and Report

A: Milestone Outputs:

• Final assessment of project success and business impact.
• Compilation of results into a comprehensive report for the Cardano community.

B: Acceptance Criteria:

• All project deliverables were completed and reviewed.
• Final report delivered to the Catalyst community.

C: Evidence of Milestone Completion:

• Final project report published.
• Business testimonials and case studies.

Final Milestone: Project Completion and Long-term Strategy Implementation

A: Milestone Outputs:

• Full implementation of digital marketing strategies for participating businesses.
• Final project review and evaluation report.
• Development of a long-term strategy for scaling the solution to more businesses.
• Presentation of case studies and lessons learned to the Cardano community.

B: Acceptance Criteria:

• All project objectives and key performance indicators (KPIs) are met, including increased web traffic, customer conversion rates, and Cardano adoption by participating businesses.
• Final report, including case studies, is submitted to the Cardano Catalyst platform.
• Long-term strategy plan created for continued support and expansion of the digital marketing initiative.

C: Evidence of Milestone Completion:

• Final evaluation report with measurable results such as business growth metrics (e.g., sales, traffic, and customer feedback).
• Testimonials from participating businesses.
• Detailed long-term strategy document for scaling the project.
• Documentation of the project's success shared with the Cardano community via reports and presentations.

[RESOURCES] Who is in the project team and what are their roles?

Binyam Shferaw (Project Lead)

Ermias Getachew (Marketing Specialist)

solomon mengesha (Social Media Manager)

[BUDGET & COSTS] Please provide a cost breakdown of the proposed work and resources

Market Research: 10,000 Ada

Campaign Setup and Management: 50,000 Ada

Workshops and Training: 20,000 Ada

Miscellaneous (Tools, Software, etc.): 20,000 Ada

[VALUE FOR MONEY] How does the cost of the project represent value for money for the Cardano ecosystem?

The project will increase the visibility and digital proficiency of small businesses, integrating Cardano's blockchain into their operations, thus driving wider adoption at a minimal cost compared to the potential long-term benefits for the ecosystem.