Marketing

If the microenterprise field is to increase its scale and define its role for the future, it must begin with a stronger and more detailed understanding of the market - in terms of both supply and demand. Furthermore, programs must also expand and refine their efforts to market their services and reach out to new clients. Microenterprise programs are sometimes surprised to find that despite their efforts to advertise and promote their programs, they are one of the best-kept secrets in town.

Increasingly, the most effective and fastest-growing microenterprise programs are dedicating resources to market research and marketing.

To guide practitioners considering or tackling this critical issue, FIELD produced:

• A set of resources, including both information and tools, for organizations seeking to engage in market research and improve or expand their marketing outreach efforts.