assets can take place and then be transformed into action plans to stimulate the local economy.
This is also true of the strategy development work carried out in the Ballyhoura project in Ireland, where a rigorous and inclusive process produced practical action plans to increase enterprise activity within the local area.
The Mona Bauhaus project in Anglesey also demonstrates this through analysis of resources and assets of Anglesey and the development and marketing of new products to support the local economy and stimulate renewed interest in Anglesey.
4. Marketing and Business Skills Ensuring that skills are in place or
training and support made available to
maximise the quality of each business and ensure long-term viability within the community. Many rural entrepreneurs are driven by a passion or by necessity of having to diversify from traditional rural livelihoods and lack the necessary business and specifically marketing skills needed for success. These skills can often be accessed from within the community drawing on the experience of other local companies or from incomers who have a successful business track record and now retired to a rural community.
A key premise of the enterprise models used in this project is that “no one can be good
at everything” and that potential entrepreneurs need help in
understanding where their strengths and weaknesses lie and where to go for help. Many of the programmes that this project draws on have shown the need for the development of business and marketing skills in local areas to support economic development. This has generally been done by a mentoring (one to one) type of service to help potential entrepreneurs identify the skills they lack and the use of local panels, networks or skills banks to provide those skills from the local community. A common factor has been the capacity of communities to provide these skills on a voluntary basis, driven by a desire to support local economic development which will benefit their own business operations and ensure the sustainability of the local community.
Another area where the development of business and marketing skills show particular success is where businesses are banding together to market their region and their products. This provides a cohesive marketing approach that customers can access more easily, enhances the perceived scope of activity in a region, allows businesses to access many more customers and enables them to make use of many more types of media than they would have been able to alone. This can be seen in the marketing activity shown by the Anglesey project and in Slovenia with the Dolenjska Tourist cluster.
Many of the projects have also used local enterprise events to showcase local businesses provide stimulus and inspiration for potential entrepreneurs. Many local areas in Pembrokeshire have held enterprise shows and these are an integral part of the Jobs and Society programme in Sweden.
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