The UNIDO Rabeha initiative equipped 100 women entrepreneurs in Upper Egypt with the tools to move from skills to markets. Innovety supported participants in developing business plans, identifying the most relevant support services from UNIDO, and translating ideas into actionable growth strategies, building on approaches from our Socioeconomic Development Strategy services.
Through tailored training, personalized coaching, product profiling, and participation in trade fairs, the program enhanced marketing skills, boosted business visibility, and opened sustainable market access pathways. Each woman left with a six-month market access plan and a one-year marketing strategy—laying a strong foundation for long-term competitiveness.
In Upper Egypt, women entrepreneurs—particularly in handicrafts, palm dates, and medicinal & aromatic plants (MAP)—possess strong production skills but face persistent barriers to business formalization, branding, and market access.
The assignment’s objective was to boost women’s economic participation by strengthening marketing capabilities and creating clear pathways to local and online markets.
The program engaged 100 women across Fayoum, Beni Suef, and Minya, building on early collaboration with MSMEDA to explore enablers like mobile product-photography units and business development services.
Through field visits and a structured needs assessment covering areas from business background to market knowledge and adaptability, Innovety identified the real constraints women faced.
This evidence informed a pathway from skills to markets, combining training, coaching, product profiling, and market exposure.
Key pain points identified:
Building skills and strategies
Innovety began with targeted training workshops on marketing, sales, and pricing. These were followed by one-to-one coaching, where each woman was guided to prepare a business plan, a six-month market access plan, and a one-year marketing strategy. This ensured that knowledge translated into actionable growth paths tailored to each business.
Strengthening visibility and branding
To enhance competitiveness, Innovety supported women with product profiling—including photography, packaging review, and pricing strategies. Participants received professional logos and brand identity support, while new and improved social media pages were launched to expand their reach online.
Opening market access channels
Beyond planning, Innovety facilitated real-world exposure. Women were supported to participate in trade fairs and exhibitions, where they showcased their products and built relationships with buyers, distributors, and business development services (BDS). Tools such as product catalogues and QR codes linked offline promotion to digital visibility.
Creating leadership for sustainability
Ten participants were selected as cluster leaders and received advanced coaching in leadership, branding, and market linkage. These leaders now serve as multipliers, mentoring peers and strengthening local ecosystems for women’s entrepreneurship.
Aligning with UNIDO and MSMEDA services
Throughout the process, Innovety ensured participants were connected to the most relevant UNIDO and MSMEDA programs, embedding long-term sustainability and support mechanisms beyond the project’s duration.
Women entrepreneurs in Upper Egypt faced limited market access, weak branding, and few opportunities to expand beyond local reach. Through this program, we supported 102 women entrepreneurs in Fayoum, Beni Suef, and Minya to access markets with confidence. Innovety’s structured approach—combining training, coaching, product profiling, and exhibition support—resulted in 99 marketing plans and strategies, with participants selling more than 2,800 products. The impact was clear: 98% reported higher sales, with some increasing revenues by over 60%. This collaboration created not just immediate results, but a sustainable pathway for women’s economic empowerment in Egypt.
