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With less cash in the average consumer’s pocket, small businesses have to think outside the box to attract customers.
Many are turning to selling experiences rather than products to generate more cash and offer their customers something a little different.
This has been particularly popular in the food and drink industry, but now one platform believes it could do the same for artisans.
Wecandoo, which launched in France in January 2017, helps artisans connect with customers by creating workshops that can earn them thousands of pounds a month.
We spoke to CEO Edouard Eyglunent about the UK launch and how it could help struggling small businesses.
Wecandoo wants to put crafts back on the map by helping artisans organize workshops
What is Wecandoo?
Wecandoo co-founders Edouard Eyglunent, Gregoire Hugon and Arnaud Tiret grew up in France, interested in and surrounded by artisans.
Believing that there are many misconceptions about craftsmanship and that there could be a better way for people to make money or a living from their crafts, they came up with the idea for Wecandoo six years ago.
He wecandoo platform helps facilitate workshops on behalf of artisans and has been successful in France, Belgium and the Netherlands.
However, instead of taking a consumer-centric approach like other platforms do, CEO Eyglunent says he is leaning “on the artisanal side… because we want to support them in their daily activity and change the perspective on what consumers are.” handmade products”.
As such, the criteria for joining Wecandoo are relatively strict. Creators must have at least two years of experience in their craft or be a trained professional and have their own studio away from home.
‘There are certain trades that people can learn. It shouldn’t be too difficult and customers should be able to take something home. We can’t really work with a builder, you can’t come home with a wall,” he says.
Earn money with craft workshops
While certain types of crafts are more popular than others, such as food, drink and ceramics, more than 150 crafts are offered.
Creators can register online and phone one of the team members to evaluate the types of workshops possible. Wecandoo then takes a 20 percent cut of what the artisan makes in each workshop.
However, workshops are not a new phenomenon and, for small businesses, a 20 percent commission could represent a considerable portion of their income.
As more small businesses begin to recognize the value of experiences over products, what’s stopping them from striking out on their own?
‘We handle all the customer service, which can be painful. Most of the time… manufacturers don’t want to be bothered by phone calls. In the same way, we take care of attendance, that is, if the minimum number is not reached, we replace it with another place,” says Eyglunent.
“It’s easy for them, they just have to be there that day and that’s it.”
Edouard Eyglunent (center) says the Wecandoo community helps artisans
The platform also offers artisans training on how to manage social media pages, calculate correct product prices, and even help with legal matters. It is this support that differentiates Wecandoo from competitors such as Class Bento and Craft Courses, says Eyglunent.
He adds: ‘More often than not, independent craftsmen tend to be quite alone. When you’re in a community you’re going to make fewer mistakes.’
It also means that Wecandoo is keeping a close eye on how well new artisans are doing on the platform.
They are placed in an “incubation period” for three months and the team analyzes the traffic to their page and the conversion rate.
If they have not made any sales in this period, they are placed in the “daycare” and the team will readjust the workshop format.
This artisanal approach seems to have worked in Wecandoo’s favor. It has supported more than 2,500 artisans across Europe and early partners saw a 40 per cent increase in activity after one workshop.
Nifty Perks: Some of the Workshops Currently Offered in London on Wecandoo
Opening the door to part-time artisans
A big change the platform has made in recent years is opening it up to part-time artisans. Previously, the platform only accepted those who were full-time artisans and their main activity.
Eyglunent says: ‘In Covid, around 50 percent of our creators had to take another job to make ends meet. So we opened it; The only thing we ask is a study. So it could be a part-time job and then you have to get a studio to take people in.’
While the platform allows artisans to rent a studio for workshop, that is an expensive upfront cost, especially in London where Wecandoo recently launched.
While the company claims artisans can earn £1,000 a month through workshops, the initial outlay is considerable and is not guaranteed to convert into more sales.
However, half of the platform’s artisans began working part-time, and around a fifth still use it as a secondary activity.
Will Wecandoo work in the UK?
Eyglunent and his team now believe they can replicate their French success in the UK, having launched in London in July with the aim of expanding in the coming months.
The platform currently has 91 workshops on offer in London, but the UK is a very different market to France.
Eyglunent says UK craftsmen are “more equipped, know how to take bookings and have a good website”. We don’t have to provide everything. [here]because creators tend to be more entrepreneurial.’
That might make things easier for Wecandoo in terms of support, but some workshops cost up to £200. Will there be customer demand?
Eyglunent acknowledges it is not for everyone, but believes people are more willing to spend money on experiences in the UK.
He says: ‘Starting at a certain income level, you consider how you spend your money differently. Maybe you’re tired of buying things and want to pay for souvenirs. That’s what we do, we create memories for people in the workshops.’
Even so, the workshops are not usually repeated. Once you’ve attended a cheese-making workshop, it’s unlikely you’ll go every week from then on.
So how can artisans keep their workshops in demand?
Eyglunent says: ‘We have customers who give gifts and this doesn’t happen very often, maybe two or three times a year. There are those who book for themselves individually and others who like to organize it for friends or colleagues. There is a different type of repeat rate for different customers.’
Wecandoo can help your business, but tapping into the desire for experiences, finding a way to get repeat customers, and promoting word-of-mouth referrals would seem to be vital to the success of those hoping to make money from their craft.
It’s not an easy task, but for many it combines a business and their passion, and the platform can help.
That said, the cost of raw materials and studio rental remains astronomical, especially in the capital, and state support for small businesses is weak. This is likely to be reflected in the cost of the workshops as well.
It makes it a difficult time to launch an already niche platform, but it could well present Wecandoo with the opportunity to support smaller UK businesses.
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