ETHIOPIA'S 2010 BFIF PROJECT PROPOSALS

UNCLAS ADDIS ABABA 000101

SIPDIS

STATE FOR EEB/CBA (DWINSTEAD),EEB/EX

E.O. 12958: N/A
TAGS: BEXP ECON EINV ETRD BTIO AF ET
SUBJECT: ETHIOPIA'S 2010 BFIF PROJECT PROPOSALS

REF: 09 STATE 126674

SUMMARY
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1. (U) This cable is a reftel response detailing post's 2010
Business Facilitation Incentive Fund's (BFIF) two project proposals.
Post requests BFIF funding in order to implement the following two
projects: 1) Creating an AmCham Ethiopia quarterly business
newsletter; and 2) Promoting the formal launch of the
Embassy-supported Women's Entrepreneur Group (WEG) as it formalizes
itself as a member of the international group Organization for Women
in International Trade (OWIT).

PROPOSAL 1: AMCHAM QUARTERLY NEWS LETTER
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2. (U) Justification: The one-year old American Chamber of Commerce
(AmCham) in Ethiopia is still in the nascent stages of development.
AmCham currently has about 65 members, but seeks to attract
additional membership and offer enhanced services to the U.S. and
local business community. AmCham does not currently have the human
or financial resources to generate publications. The AmCham
Ethiopia quarterly newsletter would provide an excellent source of
information about doing business in Ethiopia. The newsletter would
be distributed electronically to AmCham members, government
officials, local chambers of commerce, local business leaders, and
media as well as be posted on both AmCham's and the U.S. Embassy's
website. A newly hired research analyst would be responsible for
the writing, editing, production, distribution and managing the
advertisement revenues involved with the newsletter. This research
analyst would work under the direct supervision of the AmCham
General Manager.


3. (U) Expected Impact: The launching of this newsletter would
boost AmCham's public profile, attract additional membership, and
provide valuable information to its members and the overall business
community. These outcomes clearly support Mission Ethiopia's
Mission Strategic Plan (MSP) goal of growing a market-oriented
economy. The newsletter's content would include promotion of AmCham
Ethiopia services, information regarding past and future AmCham
activities, "how to" guides on doing business in Ethiopia,
highlighted sector analyses, and summaries of government reforms
affecting business. For example, the newsletter will help explain
Ethiopia's new and complex Public-Private Partnership bill and
provide information on the potential impacts of Ethiopia's accession
to the World Trade Organization (WTO).


4. (U) Dates: A BFIF grant would fund the first two newsletters in

2010. AmCham would send out the first newsletter in March 2010 with
an estimated circulation of 300 recipients. The second newsletter
would be circulated in June 2010 with an estimated circulation of
700 recipients. Starting June 2010, the goal would be to have the
publication finance itself through advertisement revenue. AmCham
Ethiopia would work with an advertising agency to increase the
number of advertisers and thereby increasing recognition of the
publication. Planning milestones include:
--January 2010: interviewing and hiring a part time research
analyst; strategic planning for the AmCham business newsletter
--January-June 2010: develop newsletter distribution system;
writing, interviewing, data collection and analysis; sales of
advertising space
--February-March 2010: work with the graphic designer on layout and
style
--March and June 2010: editing and proofing; newsletter
distribution
--April 2010: evaluation and refining newsletter
--March and June 2010: newsletter satisfaction survey
--June 2010: project completion and final report


5. (U) Estimated Costs:

Salary (6 months) for part-time
Research analyst USD 2,000

Design and Production 1,500

Promotion of Newsletter 1,000

Miscellaneous Expenses 500

Total Estimated Cost: USD 5,000

PROPOSAL 2: PROMOTION OF WOMEN'S ENTREPRENEUR GROUP LAUNCH
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6. (U) Justification: State-owned enterprises and ruling
party-owned entities dominate Ethiopia's economic landscape, leaving
little room for the private sector to develop. Women entrepreneurs,
who are historically disadvantaged in business experience and
education, are forced to compete for the small slice of private
business opportunities that do exist in the country. In response to
these challenges, Charge d'Affaires Vicki Huddleston founded the
informal Women's Entrepreneur Group (WEG) of Addis Ababa, Ethiopia
in June 2006. Ambassador Huddleston established the group as a way
to bring together women entrepreneurs from small and medium
growth-oriented businesses in efforts to build their capacity and
create awareness about their products and services. The group
members are diverse, with backgrounds in manufacturing, services,
and art/handcrafts, including woven and leather goods, jewelry, and
furniture. The WEG seeks to attain its goals through shared
information of best practices of business management skills, high
quality of raw materials and finished goods, and marketing and
selling techniques.


7. (U) As WEG sought to formalize itself as an organization,
Ethiopia drafted and passed an onerous Civil Society Organization
(CSO) law. This law passed in early 2009. Since that time, the
Ethiopian Government has focused on re-registering all
non-governmental organizations under this law and delayed any
registration of new organizations. New registrations are expected
to be allowed in the early months of 2010. When registration is
allowed, the WEG plans to register itself as a part of the
international group Organization for Women in International Trade
(OWIT) as the Addis Ababa chapter of OWIT. OWIT is an international
organization which provides assistance in the form of networking,
education and information sharing, and professional skills and
leadership training. The OWIT has 24 chapters worldwide. The WEG
currently has about 130 members, but seeks to increase its
membership once it has a formal status. Embassy support for groups
such as WEG/OWIT Addis Ababa falls in line with the MSP goal of
growing a market-oriented economy.


8. (U) Expected Impact: Once WEG is allowed to formally launch as
OWIT Addis Ababa, a launch ceremony will be organized. This BFIF
project proposal would be in support of the media promotion of this
launch event. The WEG plans to invite hundreds of business leaders,
government officials, and other stakeholders to this event and seeks
to publicize the event widely. The proposed funding for
invitations, promotional flyers, and advertisements would be
essential to making this event a success. The success of this
launch event will allow this women's group to gain credibility,
leverage resources, and increase the visibility of its members.


9. (U) Dates: This media blitz will be organized for the weeks
leading up to the launch event. The event date is undetermined at
this time, but will most likely take place in mid-2010.


10. (U) Estimated Costs:

Production of promotional materials (which will include developing
logo, graphic design of promotional materials and printing--flyer,
letter head, envelopes, rubber stamp, banners):

Graphic Design Work USD 1,000
Printing 2,500

Media Coverage, to popularize the event/launch of OWIT Addis Ababa
Chapter (which will include articles in newspapers, TV, and radio
coverage):

Newspaper ad USD 500
TV ad 600
Two radio ads 400
(English/Amharic, 20 spots each)

Total Estimated Cost USD 5,000


11. Points of contact for both proposals:

Ms. Kary Hintz-Tate
Economic/Commercial Officer
US Embassy Addis Ababa
Tel.: 251-11-517-4112
Fax: 251-11-124-2405
E-mail: Hintz-TateK@state.gov


Mr. Fassil Yilma
Commercial Specialist (LES)
US Embassy Addis Ababa
Tel.: 251-11-517-4450/51
Fax: 251-11-124-2431
E-mail: yilmaf@state.gov


YATES