The future of digital marketing will be more technology- and data-driven than ever, with a focus on hyper-personalization and one-to-one promotion. With that in mind, on Friday July 21st, 2023 the Youth Economy Agency (YEA) embarked on its first Digital Marketing course, with orientation and registration at the Chaussee Road Office in Castries, where the Agency gave participants a comprehensive overview of the programme. The theme, “Ignite Your Digital Success by Navigating the Digital Marketing Landscape,” was chosen because YEA aims to empower participants with tools and strategies necessary to effectively promote their businesses, engage target audiences, and drive sustainable growth through digital channels.
From July 24th to August 4th, 2023, YEA will be undertaking Digital Marketing Training with 30 young entrepreneurs. Morning and evening sessions will be held daily, giving participants an opportunity for interactive learning and practical exercises. This programme will entail a wide range of digital marketing aspects, from understanding the fundamentals to exploring advanced techniques. The course will also feature expert facilitators who have a wealth of experience in digital marketing, ensuring that participants learn from the best in the industry.
Mr. Leslie Collymore, the principal consultant and founder of Advanced Intellectual Methods (AIM), a fast-growing, innovative management consulting firm, and Mr. Phil Henderson, owner and presence director at P1 Marketing Solutions, will guide participants through the course, ensuring that they emerge well-equipped to navigate the dynamic and exciting landscape of business in the third decade of the 21st century.
The main objectives are to build understanding and comfort with ICT and Digital Media to bridge the digital divide, and to assist participants with the creation of a sustainable communications strategy, using digital media channels and tools. As part of that strategy, participants must establish and use digital assets to promote their business activities, to target customers and the general public. From this, these young entrepreneurs will gain a ton of benefits from enhanced marketing skills to improved customer engagement and conversion. Ultimately, participants will gain a comprehensive understanding of digital marketing, including its significance in various channels and how to implement effective strategies.
This is the second training exercise undertaken by YEA. In June, the Agency concluded its Business Planning Training, with 80 aspiring business owners each going through three weeks of instructions and receiving an Angel Fund of $5,000 upon completion of their business plans. YEA has also launched its Mentorship Programme, with over 30 entrepreneurs being paired with one of 15 experienced professionals for a period of six months, during which they will undergo weekly one-hour coaching sessions.
More than two dozen young Saint Lucians are set to benefit from the training, knowledge, and experience of veteran professionals, as part of the latest initiative put in motion by the Youth Economy Agency (YEA). The Agency hosted the orientation ceremony for their Mentorship Programme on Monday 3 July 2023 at the YEA office on Chaussee Road, Castries.
A total of 15 business consultants, entrepreneurs, and professionals will serve as coaches to nearly 30 aspiring entrepreneurs over the course of six months. Each mentee will meet with his or her mentor at least once per week to seek ways of improving their businesses, to share ideas, and to look at opportunities for networking. The expertise of the mentors ranges from banking and finance, business management, and customer service, to human resource management and marketing.
The long-time professionals - Ms. Camille Paul, Mr. Akhnaton St. Rose, Mr. Jerson Badal, Mrs. Vernessa Henry-Long, Mr. Neal Fontenelle, Miss Kentilia Louis, Mrs. Cindy Emmanuel-McLean, Ms. Leona Edward, Mr. Peter Lorde, Ms. Nadiege Amorsingh, Ms. Sonia Polius, Mrs. Mauricia Thomas-Francis, Dr. Thecla Fitz-Lewis, Mr. Leslie Collymore, and Ms. Jenny James - hail from a number of different backgrounds, and communities including Castries, Gros Islet, Vieux Fort, Babonneau, Dennery, Choiseul, and Soufriere.
The mentees largely comprise individuals who have been recipients of YEA grants or business planning training over the past three months. Their businesses include food and beverage, fashion, cosmetology, marketing, graphic design, architecture, manufacturing, health and wellness, construction, and transportation. Like the mentors, they originate from all over Saint Lucia, the only difference being their relative inexperience.
At the orientation, the eager and excited mentees were paired with their experienced and qualified mentors and immediately began collaborating. The assembled mentors and mentees were addressed by YEA Training & Development Officer, Ms. Olivia Jn Baptiste; YEA Director, Mr Nicolai Lansiquot; and YEA COO, Mrs. Khrystal Riviere. The YEA Mentorship Programme will run until December 2023 in the first instance.
Over the past few weeks, young entrepreneurs in different parts of the island have been given the opportunity to interface with experienced business leaders, to learn from their experiences, and to expand their networks, thanks to an initiative undertaken by the Youth Economy Agency (YEA). A series of four business mixers was held in the communities of Gros Islet, Dennery, Laborie, and Soufriere, respectively. Each featured a number of well tenured and respected speakers in the business field, who engaged the audience with their facts, opinions, and advice as to the key factors involved in entrepreneurship, running businesses, being financially stable and identifying viable business opportunities. At the various events, young, motivated, and talented entrepreneurs were invited to join and listen to ways in which their businesses could become successful.
The purpose of these events, facilitated by the Taiwan Technical Mission and the Embassy of the Republic of China (Taiwan), was to give insight and inspiration to talented and ambitious Saint Lucian youth aspiring to become business men and women, whether self-employed or in the process of becoming self-employed. During each event, panels focused on specific themes. This allowed for there to be a clear focus on the topic at hand for the particular event so as to give clear insight to audiences.
During the proceedings of the first mixer, the panel consisted of singer/songwriter Arthur Allain, social entrepreneur, Ms. Keithlin Caroo and civil engineer, Dewayne Monrose who spoke on the theme, ”Taking The Leap: From Employee To Entrepreneur.”
In Dennery, at Chateau Heritage, speaking on “Making Your Mark: Setting Yourself Head And Shoulders Above The Competition” were Dr. Thecla Fitz-Lewis of Lewis Industries Ltd.; Mr. James Adjodha, of Wavemaker Productions; and Mr. Damon Walters of Valley Cold Storage.
At Debbie’s Homemade Foods in Sapphire, Laborie, Mr. Rankin Morgan of 123 Digital; Mr. Terrence Elliott, of Converge Solutions Inc.; and Mr. Elius Ford of Ford Technology Solutions spoke on “Filling The Gap: Creating Your Own Path.”
And at the Beacon Restaurant in Soufriere, participants heard from business and banking consultant Mrs. Mauricia Thomas-Francis; Mr. Leslie Collymore of Advanced Intellectual Methods; business consultant, Mr. Peter E. Lorde; and Mr. Darnell Bobb of the Fond St Jacques Credit Co-operative Society Ltd. on “Planning For Success: The Importance Of A Business Plan.”
This series was highlighted by the fruitful stories and advice that the speakers apprised to the audiences. With these impacting life stories and events, the audience became more knowledgeable about the business journey and making their passions work for them. They were also made aware of the importance of having a goal mindset and never giving up on their dreams even when it may be difficult to stay the course. Speakers made clear the various tools needed to run a business effectively, and that running a business properly requires a high level of diligence, sacrifice, and hard work.
Moreover, these events were deemed successful and impactful due to the dozens of young people who attended and the panels consisting of professionals who helped in accommodating and giving insight to these young people in a precise manner. YEA is presently planning its second training course, which will cover digital marketing, whilst seeking additional funding for further training in business planning. The Agency is also commencing its Mentorship Programme, whereby close to 30 aspiring entrepreneurs will be receiving one-to-one coaching from experienced business professionals over the course of the next six months.
The latest disbursement of funds by the Youth Economy Agency (YEA) has brought to 90 the total number of grant recipients from the Agency's launch in March 2023. The latest presentation, which was held at the YEA office on Chaussee Road in Castries, included 29 young business owners, to whom support in the amount of XCD $112, 000 was extended. These businesses include craft, maintenance, pressure washing, music production, agriculture, beekeeping, education, transportation, tourism, food and beverage, auto mechanics, self care, custodial services, and marketing concerns, representing 10 broad geographical regions.
The young entrepreneurs were addressed briefly by Mr. Thomas Leonce, Chairperson of YEA; Mrs. Khrystal Riviere, Chief Operating Officer; and Mrs. Ginel Mondesir, Business Development Officer. Also speaking on behalf of the latest cohort was Mr. Philand Henderson of P1 Marketing. Mr. Henderson also participated in YEA's first training programme, which also just ended. Coming out of that programme, nearly 100 young entrepreneurs were exposed to the rudiments of business planning, and YEA is set to award 80 successful participants a total of $400,000 in Angel Funds. That particular programme was supported by the Taiwan Technical Mission.
"Some of us have been in business for a while now," he says, "but we just have not been able to get the support we need to take our businesses to the next level. I remember interviewing our current Prime Minister, before he was elected to his present office. And he was talking about the concept of the youth economy. To be honest, I did not give it a lot of attention. I didn't take it too seriously. But fast-forward two years, and here I am, benefitting from that very same concept. It is really heartening and encouraging to know that this Agency exists, and I would urge young people with ideas to take full advantage of its existence."
Mr. Samuel Hytmiah teaches A Level Economics at the Vieux Fort Comprehensive Secondary School. But he is also the founder and CEO of Caribbean After School Tutoring, a company that provides support for secondary and post-secondary students, not only in Saint Lucia, but across the region.
"We are tutoring across the Caribbean, because we're trying to work with scale," he explains. "And since it's online, you can get customers from all around the Caribbean. And we have teachers from all around the Caribbean. We are trying to get the best teachers, we went through the application process, and we picked the ones with the greatest experience um we have teachers that even have 30, 40 years experience already and yeah so we're looking to get people from all across the Caribbean, students from all across the Caribbean, and we cater for CSEC and CAPE."
One of the recipients disclosed that he has actually been working with other YEA trainees and programme participants, with the goal of boosting the local entertainment sector. Mr. Andrez Anthony of MRecordz Studios, expresses his hope that positive moves like this could have larger repercussions in time to come.
He opines: "I feel like we in Saint Lucia have nothing to look up to, in terms of a Grammy show or award ceremony, or something to give back or you can look on our shelves and say, oh I won that last year, and go for it again, you understand. I feel like the Youth Economy will get there eventually, you know. The same way they put all of us together to do to do these things, they can probably have an end of year Grammy type of show where we walk with our tuxedos and stuff, and come there with our prizes and so on, you understand. So, for me I see this as a good initiative, and more so I'm more excited about what you all will do than what you'll have done already."
YEA is preparing to embark on additional training in digital media, as well as building out its mentorship programme. In recent weeks, the YEA board of directors has held a number of fruitful meetings with friendly governments and international agencies, with a view to increasing the scope of work being undertaken by the agency.
Nearly 100 young Saint Lucian entrepreneurs are now further empowered to start or grow their small businesses, thanks to the intervention of the Youth Economy Agency (YEA) through its Entrepreneurial Development Programme.
During a brief ceremony on Tuesday 20th June, 2023, at the Bay Gardens Bougainvillea Conference Centre, YEA along with the Embassy of the Republic of China (Taiwan) and the Taiwan Technical Mission, recognised the young people who participated in the Agency’s Business Planning Training. 92 out of the 100 participants who began taking instruction on 2nd May concluded the four-week course, which included three weeks of interactive classroom sessions at the YEA office on Chaussee Road in Castries, and the ICT Access Centre on Commercial; Street in Vieux Fort. Following the classroom sessions, participants were asked to produce a winning business plan to guide their own incipient ventures.
69 participants were awarded an Angel Fund, comprising a cash injection of Five Thousand Eastern Caribbean Dollars (EC$5000.00). A further 11 participants were provisionally approved for the Angel Fund, with only minor changes needed to complete their business plans. The 12 remaining participants will be further engaged by the YEA team to finetune their plans for future consideration. They will also remain eligible for regular YEA grants.
In addition to the presentation of certificates, two special awards were presented. Ms. Mitra Cazaubon of Diamond, Soufriere, won the Champions Of The Earth Green Award for her business, Narrow Way Life. She was presented by His Excellency Peter Chen, Ambassador of the Republic of China (Taiwan). Meanwhile, iconic musician Mr. Ronald ‘Boo’ Hinkson presented Mr. Wilbert Actie of Monier, Gros Islet with the award for the Most Innovative Business for his Apex Properties concept, which aims to provide affordable housing.
The young entrepreneurs were addressed by Mr. Thomas Leonce, Chairperson of YEA, whilst Mr. Hinkson delivered the feature address. A testimonial was presented by a participant of the Business Planning Training, Mr. Uriahs Victor, whose technology company, Soaring Leads, is based in the west coast town of Soufriere. Musical entertainment was provided by pannist Mr. Jason Hippolyte and violinist Mr. Michael Fletcher.
YEA is currently seeking funding in an effort to continue empowering young Saint Lucians by helping them to navigate social media with the objective of learning modern and effective ways to market their business plans. With the successful completion of the Agency’s first training programme, the recent launch of the Mentorship Programme, and an ongoing series of Business Mixers, YEA is well on the way to creating a positive economic space for young entrepreneurs, and turning hobbies into viable businesses.
More than two dozen young entrepreneurs were able to network with one another and to learn from more experienced business leaders, as the Youth Economy Agency successfully staged its first Business Mixer. The event, held in collaboration with the Taiwan Technical Mission, took place on Thursday 1 June at the Daren Sammy Cricket Ground. The theme for the evening was “Taking the Leap: From Employee to Entrepreneur.”
One of the principal highlights of the evening was a panel discussion, featuring social entrepreneur Ms. Keithlin Caroo, the founder and CEO of Helen’s Daughters; singer and songwriter Arthur Allain; and civil engineer Dewayne Monrose of GID Services Inc. The three shared with the audience stories of how they made the decision to get into business for themselves, what inspired them to become entrepreneurs, their fears, hurdles, and challenges, and advice as to how to commit to ownership. Especially trenchant was the presentation by Allain, the five-time soca monarch tracing his life and career path from teacher to fulltime entertainer.
Participants also took the opportunity to mix and mingle, exchanging ideas the better to grow their own businesses. Mr. Larius Descartes, SME Officer at Bank of Saint Lucia, presented on lending options available with his organization. And YEA took the opportunity to launch its Mentorship Programme, more information about which will be circulated in due course. In attendance on Thursday evening were MP for Gros Islet, Hon. Kenson Casimir; Senator Deale Lee; Head of the Taiwan Technical Mission, Mr. Daniel Lee; and Permanent Secretary in the Department of Economic Development.
In the weeks to come, the Agency will also be hosting mixers in three more communities. On Friday, 9 June, YEA will be at Chateau Heritage, Dennery. On Thursday, 15 June, the organization is scheduled to visit Debbie's Restaurant & Bar in Laborie; and on Thursday 22 June, the team will be at The Beacon, Soufriere. All three mixers are scheduled to start with a 5:00 p.m. meet and greet to facilitate attendance by as many as possible.
This series is intended to further educate and empower young entrepreneurs in a relaxed setting, whilst allowing them room to establish meaningful relationships amongst themselves. The Business Mixers are complementary to the training, mentorship, and financing interventions being made through YEA to support the success of Saint Lucia’s youth business community.