妇女拥有

小型企业对国内和全球经济至关重要,但根据全国妇女企业主(NAWBO)2019年的民意调查,有58%的妇女拥有的小型企业(SMB)所有者将增长作为他们的首要挑战。招聘,管理,工资,保险,账单,营销:SMB在日常工作中有很多工作。寻找发展业务的机会可能是一个令人生畏的增加,而无需花费关键资源 - 随着在线购买,本地营销工作和附近客户群的增加,与增长无关。

According to the 2019 U.S. B2B Ecommerce Market Report, B2B e-commerce websites and online marketplaces increased their sales in 2018 to $1 trillion. For woman-owned businesses, a critical piece of the solution to growth is to leverage the right e-commerce tools.

Take Jacqueline Canny, CEO of Ultimation Industries – a material handling machinery and equipment company, for example. Jacqueline foresaw an opportunity to expand her e-commerce business by uploading her products and business certification to an online marketplace. She was ready when a customer had an immediate need to purchase a part for an emergency repair at a popular theme park. The customer was able to easily search for and locate the part needed and Ultimation was able to ship it out the same day.

如今,通过将电子商务纳入其业务计划,妇女拥有的中小企业可以变得更加相关和有利可图。以下是妇女企业主的三个考虑因素,以寻找合适的电子商务合作伙伴。

确定优先考虑多样性认证的电子商务渠道。作为一家女性拥有的SMB,能够在电子商务商店中显示多样性的证书将它们与众不同。企业客户,尤其是公共部门和大公司的商业客户,经常有政策,需要其部分合同支出来支持具有多样性证书的中小型企业,例如妇女拥有。一家在线商店允许客户轻松搜索这些过滤器,使他们可以更轻松地找到一家女性拥有的企业。

例如,亚历山大·佩里(Alexander Perry)的创始人帕特里夏·桑福德(Patricia Sanford)希望通过追求公共部门的客户来发展其客户群。她试图通过传统的销售和营销渠道吸引这些消费者,但很快变得太成本又耗时。帕特里夏(Patricia)很快发现了亚马逊商业公司(Amazon Business)的资格卖方计划,作为与州和联邦政府机构客户互动的途径。展示她的妇女和少数民族拥有的企业证书,使帕特里夏的公司更容易发现希望从妇女拥有的小型企业购买的政府客户,并且她能够扩展自己的增长而不花费资源来提高与观众的发现性。

找到一家在线商店,拥有广泛的内置受众。吸引新客户是发展小型企业最困难的方面之一。德克萨斯州一家小型妇女拥有企业的办公室Tex的创始人兼首席执行官Rita Bonarrigo希望与新客户一起促进她的公司,但预算有限。在2018年,她实施了一种电子商务业务模式,具有吸引美国和国外新客户的能力。丽塔说:“这相当于雇用几名全职销售人员,但钱的钱要少得多。”“我们毫不费力地弥合了库存与供应商之间的鸿沟,到达了大量的全球客户,而无需走到那里,敲门或发起全国性的营销活动才能找到它们。”

利用一家具有广泛内置受众的在线商店帮助办公室Tex吸引了比以前能够更大的商业客户。如今,该公司能够扩展满足需求,并可以利用新的数字工具将未来的计划扩展为其他产品类别。

与电子商务合作伙伴合作,可以帮助您进行经济扩展。尽管扩大客户覆盖范围至关重要,但规模扩展以满足新客户需求同样重要。对于最终行业的杰奎琳(Jacqueline),提供了过去繁琐且耗时的新产品和材料。一旦找到合适的电子商务合作伙伴,那个时候就被切成两半。

当新客户熟悉公司的s products, Ultimation quickly learned what types of products their customers wanted and needed most. One example was a popular meal kit company that initially bought a small roller conveyor through Ultimation’s online storefront for one of its distribution centers. The company needed the conveyor quickly and was satisfied with the product and Ultimation’s service. Then they bought another one. Now, they are ordering customized conveyor systems directly from Ultimation. Knowing what the customer wanted enabled Ultimation to deliver faster service, while encouraging its customers to make larger purchases. Recently, Ultimation expanded its product line to include indoor vertical farming conveyors and food grade systems, and its online store continues to be a critical tool for growing that business.

女性-owned SMBs, like many small businesses, may start out at a disadvantage, but leveraging online stores can level the playing field. E-commerce stores help SMBs expand their customer reach and scale to meet growing demand, while enabling customers to meet their small business participation and diversity requirements. By matching small businesses with customers, technology accelerates the potential to build and grow across sectors.

Anne Rung是亚马逊商业公共部门的主任,也是联邦采购政策办公室的前管理人。

女性-owned business stock photo by Jacob Lund/Shutterstock