TDC supports MSME and producer organisations through a unique coaching track

1. A better market access for producers in the South
TDC supports MSME and producer organisations through a unique coaching track
The Trade for Development Centre aims to empower MSME
(Micro, Small & Medium Enterprises ) and producer organisations
engaged in fair and sustainable trade and offers them all the tools
they need to develop economically.
After several years of financing producer organisations, we
experienced that they often had a lot of potential, but lacked
marketing and business knowledge. What they knew about
competitors, sales techniques, cost calculation, net profit mar-
gins, etc. was very limited. In other words, the potential remained
unused.
At TDC, we believe these skills can be acquired. This is why we
created a unique, participative and custom-made coaching
track that reinforces the capacities of MSME in terms of mana-
gement (financial, organisational, governance) and marketing
(positioning, access to markets, communication, sales). We also
provide financial support which enables MSME to respond to
priorities that are defined during the coaching.
Our aim is to give small producers the opportunity to take mat-
ters into their own hands: to come up with solutions, create
strategies, undertake and innovate. So they can better access the
market. We believe this is the only way MSME can grow in a
durable way.
AfarmerharvestingteainVietnam©Ecolink

2. TDC’s support
between 2014 and 2017
75 MSME and producer organisations
113,158 beneficiaries
10 value chains: cocoa, nuts, coffee,
fruits & vegetables, tea, gold, handicraft,
tourism, timber and oil, medicinal &
aromatic plants
17 countries: Benin, Bolivia, Burkina Faso,
Burundi, DR Congo, Ecuador, Ghana,
Ivory Coast, Mali, Morocco, Palestinian
Territories, Peru, Rwanda, South Africa,
Tanzania, Uganda, Vietnam
TDC’s coaching in the coffee sector
Between 2014 and 2017, the TDC was the most
active in the coffee value chain (21 MSME or
62,441 beneficiaries in 8 countries).
Today, thanks to TDC’s support, coffee coopera-
tives in Rwanda are positioning their product as
speciality coffee which has increased the price,
sometimes even by 70%. Ugandan coffee
organisations succeeded in boosting their sales
by 65% in the last four years, which translated into
a 78% increase of revenue for their members.
What does the coaching track
look like?
Coaching is delivered on-site, at the premises
of the organisation, by specialists in marke-
ting, financial and business management.
TDC’s support strives to be unbiased and
neutral. MSME’s best benefit is the starting
point of the reflection. The support does not
target specific markets, it focuses on preparing
the organisation to face the markets they
target.
A preliminary training in data capturing aims
at making a first business review. During this
training, a first analysis of the organisation is
made, looking at market aspects (SWOT ana-
lysis, market analysis, etc.), financial aspects
(cost calculation, reading accounts, etc.) and
organisational aspects (HR, governance, etc.).
The trainer leads the participants through a full
business review, to help them understand how
their business is evolving and come to new
insights into its operations, financials and
position in the market.
« What I most appreciate is the trust that TDC has in this organisation. Our ideas are respected and
we are behind the steering wheel at all times. We remain responsible to achieve good results. »
Mr Than Dy Ngu, manager Ecolink, Vietnam
IvoriancoffeeandcocoacooperativeSCINPAreceivesmoremediaattention
sinceitattendedSARA,afaironagriculturalproducts©TDC

3. « We listen to local producers and translate their story to a level where they can think about a strategy themselves.
They know their product and their culture best. We are like midwives who help them come up with the best ideas. »
Josiane Droeghag, marketing officer at Trade for Development Centre
After the preliminary training, TDC provides a full coaching track to each
selected MSME consisting of:
 Coaching in financial and business management
Customised and tailor-made for each individual MSME, covering
all organisational and financial aspects such as business review,
elaboration/improvement of the business plan, elaboration of
budget forecasts, realisation of financial and organisational
management monitoring tools, financing policy of the organisation,
cash flow, stock, analysis/monitoring of risks, etc.
 Coaching in marketing
Customised and tailor-made for each individual MSME, covering
all marketing phases such as internal & external marketing
analysis, definition of a strategy, target and positioning, formulation
of the marketing mix, facilitation of promotion & communication,
facilitation of prospection of new customers, etc.
 Financial support
A grant is awarded by TDC to the MSME which allows them to
fund activities defined during the coaching and in line with its
strategy, such as the acquisition of management tools, product
development, trainings, design and realisation of promotion and
communication tools, participation to trade fairs, etc.
TheRwandancoffeecooperationKoakakaanalysingtheirstrengthsandweaknesses©TDC

4. Who are we?
The Trade for Development Centre (TDC) is a
programme implemented by Enabel, the
Belgian development agency.
Next to supporting MSME and producer
organisations, we inform and raise awareness
with Belgian consumers, businesses, people,
governments and organisations.
Who will benefit?
Between 2018 and 2022, TDC will offer support
in Africa to both:
 MSME and producer organisations
engaged in sustainable trade
 Business Support Organisations: TDC
aims to strengthen the local support
initiatives of which MSME can benefit in
management, positioning and durability
of their service.
« TDC’s support to cooperatives is much appreciated by Cargill, mostly in
marketing and communication because they lack the necessary visibility. »
Mr Ossene, coordinator Eastern Zone – Cargill West-Africa, Ivory Coast
« It was wonderful to develop the key performance indicators.
The marketing sessions were highly participatory. We were all engaged. »
Sarah Nakisanze, Director Operations Easy Afric Design, Uganda
TheUgandanNGONawoupresentingtheirproductsatalocalfair©NAWOU