Business edge marketing campaign in Yemen concludes

IFC, a member of the World Bank Group, concluded the Business Edge Marketing Campaign with the objective of increasing the awareness of Business Edge, IFCs’ management training products that targets small and medium size enterprises in Yemen. The Campaign was launched in partnership with the Small & Micro Enterprise Promotion Service (SMEPS), a subsidiary of the Social Fund for Development (SFD).

Using real success stories of SMEs who took Business Edge training and succeeded, the campaign is focused on establishing Business Edge in the minds of other Yemeni SMEs’ owners/managers, as the leading and most suitable management–training program for them, and creating awareness for the key benefits of Business Edge and the positive impact it might have on their business. It was also aimed at increasing the sales of Business Edge workshops to SMEs.  

As a result of the campaign, Business Edge Program will hold six open seminars in different management subjects on August 24 and 25, 2008 to raise the awareness of attendees of the Business Edge Curriculum’s quality and methodology of courses delivery. Attendees will be SME owners or managers who called through the advertisements and registered for the seminars. 

Prior to the launch of Business Edge (BE) in Yemen in January 2005, most of the training centers were focusing on the delivery of computer and English language training. Since its launch, it has addressed the market gap in the supply of management training and contributed to catalyzing structural change in the Yemen management training Market by making available for the first time an international management material in Arabic yet customized for the local SMEs, increasing supply and demand for trainers in management subjects and building capacity of both training institutes and business membership organizations in Yemen.  

Today, close to 6,000 individuals (owners, managers, staff, start-ups and fresh graduates) have received BE management training. IFC’s Business Edge currently operates in Yemen through a network of 6 local training firms called BE Distributors covering Sana’a, Aden, Taiz, and Hodeidah. Since the BE launch in 2005, the IFC and SMEPS has supported its distributors by creating awareness and generating demand for BE through a series of Open Seminars in different governorates, and sponsoring marketing campaigns such as this one.   

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