Telling the “story behind the product” to create empathy with the consumer was the challenge that the socioenvironmental impact businesses had to face, at the end of the second PPA Acceleration Program Workshop, held in Belém (PA) between April 24 and 26.
After two days of discussion and exercises focused on marketing, sales and brand positioning, the 15 accelerated companies participated in a communication workshop for sustainable businesses, facilitated by the production company O2 Filmes.
The ventures had the opportunity to prepare a presentation for the production team of specialists, telling a story that could show the socioenvironmental impact of their businesses and thrill consumers. With the internet as the main means of current communication with customers, Janaína Augustin, from O2 Filmes, managed to offer an immediate return to Amazonian entrepreneurs, attentive to all tips.
For Augustin, in addition to knowing how to sell the product, impact businesses need to sell a story, and the internet can be a good ally, especially due to its broad outreach and low cost. “The first communication has to be through the cell phone. Studies on the time taken to consume content show that 70% is done by mobile phones, at a fast pace”, highlights Augustin.
Rafael Potiguar, from Peabiru Produtos da Floresta, was one of the people who left the workshop transformed. According to Potiguar, the meeting helped him to position himself more as a person working with the Amazon, including exchanging ideas with other, more experienced, entrepreneurs.
“We have a sense of who we are as a company, but we have difficulty in [deciding] how to communicate and show other people our uniqueness. We work with riverine producers, we have a whole story behind it, but the challenge is how to show it to other people and stimulate interest in the product”, points out Potiguar.
With ten years of existence, 100% Amazônia has also felt the teachings of monitoring the Acceleration Program reverberate in the company’s day-to-day activities, including the feeling that moves its operations in the region. “I see that what unites us is the affection we have for the Amazon, both in terms of welcoming and loving, but also of affecting. All of our work has an impact on the environment and our forest, and we have a responsibility to preserve it”, emphasizes Alves.
Focused on positioning, relationship with consumers and the creation of the universe of brands, the 2nd Workshop of the PPA Acceleration Program was an aid to help entrepreneurs to “package” the identity that highlights these businesses and show the positive impact that they see being generated in the environment and in communities in the Amazon.
“We were able to see the birth of several insights in the exercises among entrepreneurs. When they start thinking about their customers as characters, it becomes easier afterwards to think about a market strategy”, observes Ana Bastida, from the coordination of the Acceleration Program.
About the Acceleration Program
In 2018, the Partnership Platform for the Amazon (PPA) held its first Call for Businesses, receiving 81 registrations. Of these, 15 were selected to participate in the PPA Incubation and Acceleration Program during 2019, which includes workshops, mentoring, legal and accounting advice, scholarships and the possibility of coworking spaces for startups and selected entrepreneurs in its portfolio. In addition to this second workshop held in Belém, two more meetings should take place in Manaus (AM) and Santarém (PA).
PPA was born with the objective of leading the construction of innovative solutions for sustainable development in the Amazon with companies and the private sector, prioritizing investments in businesses with a socioenvironmental impact. In practice, PPA acts in the incubation and acceleration of entrepreneurs, in carrying out strategic studies to expand investments and through partnerships between companies, communities and governments.
The Program is coordinated by the Institute for the Conservation and Sustainable Development of the Amazon (IDESAM) with support from the United States Agency for International Development (USAID) and the International Center for Tropical Agriculture (CIAT).