Market penetration: Internet expands horizons for businesswomen

Google Business Group holds training sessions to promote use of technology in small, medium businesses.

PESHAWAR:

The Google Business Group (GBG) held a training session for women entrepreneurs in an attempt to persuade them to use technology to promote their enterprises and also be safe online.

The event, held at The Coffee Pot, University Town, was meant to introduce the GBG in Peshawar and promote online businesses as the internet giant believes there are more than 30 million internet users in Pakistan who spend a considerable time on social network sites.

During the session, entrepreneurs were informed about using internet from the consumer’s perspective and shown how relevant products are found online. Additionally, they were also trained to consider the business’ perspective by studying how to place products and attract the maximum number of buyers.

This session was the third of its kind held in Peshawar in the past three years, and was attended by around 10 women entrepreneurs from the fashion sector. Also in attendance were web developers, MBA marketing students and two young men who run their own NGOs.

While giving a presentation on Adwords, Saad Hameed, an advertisement expert associated with GBG, told the entrepreneurs about the significance of Google Adwords. “Adwords should facilitate the consumer in finding the required product easily. Correct words and phrases should be used to attract buyers.”

Aliza Safdar, an entrepreneur who runs an online boutique, said the techniques and skills the session provided would help her sell her products better. She added women entrepreneurship should not be limited to the fashion sector and should extend to other trades as well.

Describing the goals of the sessions, GBG manager in Islamabad, Ahsan Mukhtar, said: “Small and medium businesses will be encouraged to interact through GBG and learn various online applications that are helpful in the growth of their businesses.”

According to Mukhtar, the traditional medium of marketing is more expensive for new, small businesses opening in the city. Moreover, there is an increasing trend to digitalise. For example, with mobile phones replacing computers 50% of internet users are using the internet through hand-held devices. “GBG educates business owners how to use the internet in a way to enhance their ventures.”

“To promote an entrepreneurship culture, we hold session in universities so the youth can start their own enterprises after graduating,” explained Mukhtar. “The GBG has established separate chapters in Lahore, Karachi and Islamabad and is planning to do so in other cities as well.”

Published in The Express Tribune, July 7^th, 2013.