Digital entrepreneurship for pastry baking

12 April 2024

Sustainable Development Goals

Short description

The initiative of Mila Malaya, a mother of many children, demonstrates how success in the confectionery business can be achieved with the help of a creative approach, determination and active use of digital technologies.

Mila Malaya specializes in creating unique and creatively decorated confectionery products, including custom cakes with special attention to detail. All products are distinguished by an individual approach to design and theme. However, limited demand does not allow her business to develop dynamically.

REGION OF IMPLEMENTATION

Khoiniki, Khoiniki district, Gomel region

SUSTAINABLE DEVELOPMENT TOPICS

Economic development and growth
Technology and Innovation
Social development

CONTENTS OF THE ACTIVITY

Thanks to modern e-commerce tools, such as social networks and marketplaces, Mila has the opportunity to expand her favorite activity. Participation in the competition of local initiatives to accelerate sustainable development, which started in the Khoiniki and Bragin districts, allowed to learn new methods of promotion on social networks and increase brand awareness.

KEY STEPS OF IMPLEMENTATION:

Development of a digital promotion strategy in social networks. Formation of key messages, planning publications and setting up targeted advertising.
Integration into social networks. Online presence and regular updating of content on social media through the publication of high-quality photos, videos about products and stories about the process of its creation.
Development of a personal brand “Mama Mila Bakes”. Focusing on home comfort, craftsmanship and high quality products as key brand elements.
Interaction with the audience. Active communication with subscribers and clients through social networks and other communication channels. Forming a loyal community around the brand to stimulate sales.
Social activity and contribution to the community. Participation in the life of the local community through baking master classes for children and parents, promotional campaigns “Free Gingerbread from Mama Mila” and other social events.
Digital partnership. Mila independently performs all stages of production – from preparing the dough to decorating. To develop cake designs, she conducts online collaboration, working in partnership with a professional artist.

RESULTS AND IMPACT OF THE INITIATIVE

Improved online positioning and brand awareness of “Mama Mila Bakes” led to increased interest on social media. The number of video views on the Instagram page increased from 200 to 7000 and expanded the client base.

The emphasis on home comfort, craftsmanship and high quality products created a strong brand association among consumers with care and personal attention.

Among our immediate plans is the organization of interactive master classes for children with disabilities. In the long term, Mila plans to launch a mentoring program and create a social art space for sharing knowledge and experience with other entrepreneurs.

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