‘There is a you in me’
consulting and Advisory
Key barriers to the growth of social enterprises:
“Low public awareness of their sector…”
“Lack of knowledge on existing and workable business models…”
“Challenges in garnering support and recruiting staff/volunteers…”
“Lack of infrastructure and resources (and an ability to attract these)…”
“Resistance from the society for unconventional business models…”
“Personal tensions in relationships between team & board members…”
Most importantly, research by Davies, Haugh, & Chambers (2019) states that social enterprises tend to “proselytize” aspects of the venture that are helpful and in abundance - the impact, the value system ensuring it. This carries the risk of blindsiding key business and management skills that has a direct effect on holistic team development. Furthermore, in addition to entry barriers into target markets and resource deficit, social enterprises tend to face communication barriers with diverse stakeholder groups.
Social enterprise networks are often linked through founders, their families, and friends. However, the aforementioned authors highlight how “network-based recruitment is a barrier to growth if skills in the network are insufficient to grow the enterprise”. Also, the social sector’s priorities lead to the revenue/funds surplus being diverted towards investing in the mission over increasing the remuneration of team members - it fails to attract and retain highly qualified employees. Therefore, growth remains constrained keeping human resource management (skills, recruitment, and retention) in mind.
Consumer Behaviour is an institutional barrier to the growth of social enterprises. How do we ensure consumers change their habit and use our products/services? How do we move them “from awareness to interest, desire and then action”? How do we ensure the marketing and sales goals are met simultaneously while speeding up the process?
The answer lies in brand communication strategy.
How does this work?
An effective brand communication strategy for social enterprises first focuses on the founding team, and prepares a vision document following meetings and conversations. This vision document is further translated in two directions - inwards and outwards - influencing the way an enterprise is built.
Inwards:
(example) team recruitment process: from where to hire, whom to hire, how to hire, company documents, referral program for potential recruits, interview guides
Outwards:
(example) customer outreach: nature of business, the why and what and how, nature of intent, the nature of service, the reason why a continued association is beneficial, how the impact benefits the beneficiaries, customer referral program, investors referral program
Developing a comprehensive brand communication strategy is a core skill set for Nikita and Sushrut, the founders of frankaffe. Their careers of 20+ years combined are characteristic of a marketing department that transcends boundaries, integrates with the firm, and helps all departments meet their respective goals. Nikita has studied brand communication and media at Fergusson College (Pune). Sushrut has pursued research-oriented communication science courses at the College of Communication, University of Amsterdam.
‘There is a You in Me’ project hosted by frankaffe.org offers pro-bono consulting and advisory services to social enterprises across the world. Through time-bound engagements, set goals, and managed expectations - we are focused on helping founding teams draft their evergreen brand communication strategy that fulfills business objectives.
Would you like us to work with you? Let’s chat over a virtual coffee. Write in :)