Tajory Connect (Tajory means Art in Berber language)

Morocco’s craft sector is central to the national identity, constitutes 20% of the nation’s economy, and depends entirely on women’s creative labor and expertise; yet the craftswomen remain poor and underrepresented in the country. The COVID19 crisis has crushed craft cooperatives, shut marketplaces, and stripped female artisans of financial security. This situation has been exacerbated by natural disasters caused by climate change and the earthquake that devastated an entire region of southern Morocco in September 2023.

Many studies carried out in Morocco (MTATAES *, ONUDI *, HCP *, ...), define the SAFCC * in Morocco as anchored in the cultural heritage of the country, with strong potential for job creation and a key tool for to sustainable socio-economic development, in compliance with and in support (development of substitute products) for the new environmental laws in Morocco (such as law 77-15 banning the use of plastic bags), but which remains, nevertheless, for the same reasons discussed below, underexploited for various reasons and representing only 20% of the country's economy.

Other studies, conducted by the United Nations, present women as a key factor in maintaining peace and fostering sustainable development. Thus, efforts to strengthen women's empowerment and participation in the workforce have a direct and positive impact with positive implications that go far beyond the individual level.

Despite the recent launch of e-commerce and e-training platforms to support the craft sector, such women have struggled to adapt these changes and may lack the education and literacy skills that will enable them to access them. In this context, we aim to design an adaptive solution to support these vulnerable women.

With TC, we aim to bring creative, educational, and professional training to women in Morocco who would otherwise not have access to such training, support, and mentorship. We see this platform as a crucial step in our path to promote sustainable socio-economic development, and education and professional opportunities for women in Morocco. Our focus on cross-cultural understanding and dialogue will be crucial to this platform’s success and we will be able to launch it effectively thanks to our diverse and talented group of Moroccan and U.S students and partners working in collaboration to develop, test, and launch TC mobile application with the US graphic design expert and the project manager. 

HCP *: Office of the High Commissioner for Planning,

MTATAES *: Ministry of Tourism, Handicrafts, Air Transport, Economy, and Solidarity,

SAFCC *: Handicrafts sector with a strong cultural content,

UNIDO *: United Nations Industrial Development Organization.

TC: Tajori Connect

Our solution: 

Resulting from the fusion between Au Grain de Sésame 's high-impact training program "Empowering women through art and cultural exchange" launched in 2013 and innovative technologies, it is dedicated to empowering women through free training in ecological and sustainable design, within a framework of global exchange of knowledge, skills, and expertise, accessible to all, whatever their conditions, cultural origins, or geolocation.

An online empowerment platform, free of charge, accessible to all and composed of three levels (or sub-platforms: P1, P2, and P3) as described in diagram1.

                                                         Diagram 1

- Level 1 training (P1):
Women beneficiaries (whatever their level of education) follow seven compulsory online training modules in design development based on local identity, design development based on the square, product lines, quality control, organizing a workshop to respond to an order, developing fair selling prices, and packaging and labeling. A grading system will enable beneficiaries to pass each module in turn (diagram 2).

                           Diagram 2: structure of each module

If they are unsuccessful, women can apply as many times as they like until they are successful. They will be offered online support and guidance in the form of chat, as well as voice mail.

Once they have passed this stage, they have access to the second platform (P2) and the third platform.

- level 2 platform 2 (P2): Networking and monitoring

Craftswomen who reach this stage put the product developed during the previous training courses online, along with their story (created with the support of the project team). They are then networked with Designers from various backgrounds and students from national and international partner schools and universities, who are willing to work with the woman or group of women of their choice (after acceptance by the women), on the development of an ecological and sustainable craft product and thus become their mentor or partners.

Exchanges on (P2) will be facilitated by the oral and written translation of exchanges, as well as by the support of a facilitator.

- level 3 platform 3 (P3): Master Class

On this platform, women are coached to produce short video (15 minutes maximum), in which they teach their ecological and sustainable craft techniques online. Visitors wishing to take this training course can choose between purchasing a single course or a package of courses. The income generated by the platform will be shared equitably between all the women, giving them a sustainable income that will enable them to achieve financial resilience in the face of any economic, climatic, or health crisis . 

The three sub-platforms P1, P2 and P3 will be accessible via computer, cell phone or social networks, and will provide women with an accessible, easy-to-use tool to develop their skills and give them access to free, tailored training that meets their expectations and has a strong socio-economic impact.

We will use, thanks to the support of Student's engineers the AI applications to increase women accessibility to the mobile and platform application.  

Moroccan Women with low education and income levels:

A solution targeting at first step, in Morocco, marginalized craft women and unemployed women, young girls dropping out of school, aged 15 and over, with a monthly income between 0 et 5 USD.

But also, US students (designers, engineers, communication, marketing,…)  and professionals from different background.

Based on the studies carried out by the HCP in 2018 (cf table 1), we estimate the number of Moroccan women targeted by TC at 5,556,213 individuals: over 5 million women unemployed with lack of qualifications, lack a high school education, or who work in the handicraft sector.

     Table 1: Calculation of the population targeted by the TC solution

We will test the application with a total of two hundred women from rural and urban settings, collect feedback, and make changes, as necessary.  One year after launching, we aim to see a minimum of 1,000 women complete the core training courses and get access to resilience.

TC solution aims to:

• Be easily accessed by marginalized, uneducated and economically struggling women in Morocco on mobile web browsers and through social media networks.
• Make content easy to understand and navigate even for illiterate beneficiaries through visual-aural-oral design.
• Improve beneficiaries' confidence, professional skills, technical craft knowledge through our core training courses.
• Educate beneficiaries about the environmental crisis, sustainable design practices and solutions, and other relevant supplementary topics through supplementary training courses.
• Broaden beneficiaries' leadership skills and cultural perspective. Open dialogue about tolerance, mutual respect, and diversity, and encourage women to be change makers within their own communities through our mentorship platform.

After successfully launching TC in Morocco, we aim to replicate this solution in different regions and countries in need.

We have built partnerships with two U.S. and Moroccan Universities and schools that will participate in developing the TC project.

1. The Worcester Polytechnic Institute’s (WPI) Global Project Program is a withstanding collaborator with Au Grain de Sésame since 2018. https://www.wpi.edu/project-ba...
2. EHTP (Ecole Hassania des Travaux Public) Consulting Club, a community group led by engineers' students from the EHTP school, 
   https://www.facebook.com/EHTPC...
3. ISCA students will work in collaboration with other students, the US expert and the project manager on developing the training and master classes video. ISCA administration will allow us to use their studios and all the professional material needed. 

http://www.isca.ma
https://www.facebook.com/ISCAo... 

These partnerships will facilitate student volunteers to participate in our work exchange program, join our design and development team, and engage in an area of the project that fits their academic background, interests, and skill sets. These project areas include, but are not limited to:  

• Graphic and User Interface Design: Designing the application’s graphic, image and symbol-based interface to be easily understood and navigated by illiterate and semi-literate women. (We welcome students from RISD’s Graphic Design and Communication Design department to participate in this project area.)
• Video Recording and Editing: Planning, recording, editing, and animating training videos that will be part of the seven core training modules. (Students from Rabat’s ISCA film school plan to participate in this project area. We welcome students from RISD’s Film, Animation, and Video department to participate in this project area.) 

In addition, Julia Steketee, U.S based designer and an alumna from the Rhode Island School of Design will be part of our team. With more than 2 years of work experience in web and graphic design. She will oversee the graphic design development of the web and mobile application in collaboration with all students involved. Julia Steketee is familiar with Au Grain de Sésame’s work as a RISD Alumni volunteer.

As described below, we will spend a year to create, test and launch the definitive version of the application.

Phase 1: Planning and Design                                            3 months

• Establish team, meet in person or virtually. 
• Team planning across 3 main project areas.
• Understand Beneficiaries’ Context & Diagnostic and Strategy development. 
• Graphic and User Experience Design
• Training Video Storyboarding

Phase 2: Development                                                      3 months

• Creation of the application
• Graphic and User Experience Design Implementation
• Training Video Recording and Editing

Phase 3: Test                                                                    3 months

• Test Launch app with Group 1 (25 rural women, 25 urban women), collect feedback, evaluate, edit
• Test Launch app with Group 2 (25 rural women, 25 urban women), collect feedback, evaluate, edit
•  Test Launch app with Group 3 (50 rural women, 50 urban women), collect feedback, evaluate, edit

Phase 4: Launch                                                               3 months

• Publicize app among our established communities in Rabat and on social media platforms
• Launch application at national scale
• Collect Feedback and evaluate with team
• Make adjustments and modifications.

During these four phases, we will continue to seek out and welcome new local and international partners and collaborators to add value to the project and broaden our reach. 

In 2019, our community space Au Grain de Sésame had to close due to restoration work, as part of the rehabilitation program of the Rabat medina, carried out by the Moroccan government and financed by the Unesco. An eleven-month closure that prompted us to launch remote training on WhatsApp and by email with our artisans located in different regions of Morocco.

A successful solution that has proven to be useful and effective, may it also allow us to continue our activities in the context of the Covid19 health crisis and which would benefit from being accessible free of charge to all women and girls.We have finalized the architecture of the first platform (P1) of TC online mobile and platform application thanks to the support of the engineer's student community club, EHTP Consulting Club, from Hassania School of Engineering (EHTP).

Applying to Solve program is for us a strategic and an important step for our solution for several reasons:

• Alignment with Solve's Mission: Solve aims to drive social impact through innovation and entrepreneurship. Our solution aims to empower women economically, socially, and environmentally while promoting circular economy principles, aligns well with Solve's mission of addressing global challenges through innovative solutions.
• Access to Resources and Support: Being part of the MIT Solve community provides access to a network of experts, mentors, investors, and potential partners who can provide valuable support and resources to help launch and scale our initiative. Solve offers mentorship, workshops, and networking opportunities that can help accelerate the launch, growth and impact of our venture.
• Validation and Credibility: Being selected as a Solver or receiving support from MIT Solve can provide validation and credibility to your solution. It demonstrates that our initiative has been recognized by a prestigious institution like MIT and has the potential to make a significant impact on society.
• Funding Opportunities: MIT Solve offers funding opportunities through its Challenges and partnerships with philanthropic organizations, corporations, and governments. By participating in Solve's program, we may have the opportunity to access funding and resources to develop and scale our solution.
• Collaboration and Partnerships: Solve fosters collaboration and partnerships among Solver teams, enabling knowledge sharing, cross-pollination of ideas, and collective problem-solving. By joining the Solve community, we can collaborate with other innovators working on related challenges and leverage each other's strengths to achieve greater impact.
• Global Visibility: Being part of the MIT Solve community provides exposure and visibility on a global scale through its website, events, and media channels, helping to raise awareness about our initiative and attract potential customers, investors, and partners.

 For all those raisons, applying to the MIT Solve program could provide our solution with valuable resources, support, validation, funding opportunities, collaboration opportunities, and global visibility to launch it and accelerate its growth and maximize its impact.

TC is positioned as a complete solution based on the transmission of knowledge and skills in a multicultural environment through access to markets and resilience, considering ecological and gender components, as well as the beneficiaries' level of education. Accessible to all women, whether craftswomen or not, wishing to improve their living conditions, providing them with the necessary tools to achieve real empowerment while reducing the distances between beneficiaries and the outside world. 

A solution that builds a bridge between women and the outside world, taking them away from their isolation, giving them a better vision of the expectations of an increasingly global market, and enabling them to learn how to develop their products as the market evolves. 
It's a solution that puts women at its heart, and which, through a simple and adapted learning process, leads them to change and integrate into economic and social life, while opening up to the world and becoming aware of the importance of preserving the environment as a source of income, but also of well-being and better living together.

What's more, given the urgent need to respond to the problems of climate change, AGS's face-to-face training courses are limited in terms of the number of beneficiaries (a space that can only accommodate 25 beneficiaries per year), are costly (10,000 USD/year) and time-consuming (2 years of training per group of 25 beneficiaries). On the other hand, the solution we propose makes it possible to increase the number of beneficiaries at reduced cost, with greater impact and faster results over time, and with a reduction in carbon footprint too.

Unlike existing solutions, our solution is duplicable and replicable in other regions (MENA region, Africa, Latin America) and is intended to be an economic, social, and environmental lever post-COVID-19.

Inputs:

• Multicultural Environment: Leveraging diverse cultural backgrounds to foster learning and exchange. • Networking and Access to Markets: Providing avenues for accessing markets locally and globally. • Online Training: Equipping women with skills to develop ecological handmade craft products until market access. • Ecological Awareness: Integrating environmental sustainability into the program. • Gender Considerations: Tailoring support to address women-specific barriers and gender equality. • Education Level: Adapting online training to the educational background of beneficiaries. • Access to resilience: providing support to women to develop master classes and gain sustainable income.

Activities: • Online Training: Offering accessible and adapted e-learning opportunities for women to enhance craftswomen's skills and empowering women in the framework of sustainable development and climate change. • Adaptation to Market Changes: Teaching adaptability and evolution in product development. • Environmental Education: Raising awareness about the importance of environmental preservation. • Networking and Market Exposure: Facilitating networking, increasing online visibility and exposure to market.  • Community Building: Creating networks and connections to reduce isolation and foster collaboration. • Master Classes: Support women to develop online classes to teach their ecological craft knowledge.

Outputs: • Empowered Women: Equipped with knowledge, skills, and confidence to improve their lives. • Market Integration: Better understanding and access to market opportunities. • Environmental Consciousness: Increased awareness and adoption of eco-friendly practices. • Community Engagement: Active participation and integration into economic and social life. • Resilience: women launch short videos and transmit their craft Knowledge and gain incomes.

Outcomes: • Economic Empowerment: Improved income generation and financial independence for women. • Social Integration: Increased participation in community activities and decision-making. • Environmental Stewardship: Adoption of sustainable practices benefiting both livelihoods and the environment. • Global Connectivity: Enhanced engagement with the global market and exchange of ideas. • Access to resilience: women get access to durable income and can face any economic crash, or health crisis or natural disaster.

Impact: • Scalability: Ability to replicate the model in different regions with similar success. • Cost-effectiveness: Achieving greater impact with reduced costs compared to traditional training methods. • Timeliness: Faster results and adaptation to changing market dynamics. • Carbon Footprint Reduction: Lower environmental impact compared to conventional face-to-face training. • Access to resilience: women get access to durable incomes

Overall, the theory of change postulates that by offering appropriate training and support, taking advantage of market opportunities, fostering community exchanges and integrating ecological and gender considerations, the solution can empower women economically, socially, and environmentally, with scalable and sustainable impact.

The impact objectives of our solution are multi-faceted, aiming to empower women economically, socially, and environmentally, while also ensuring scalability, cost-effectiveness, timeliness, and resilience.

Our progress will be measured for each impact objective:

 • Economic Empowerment:

Progress is measured by tracking the increase in income generation and financial independence among the participating women.

Metrics include the growth in sales of craft products, the number of women able to support themselves financially, and the sustainability of their income sources over time.

• Social Integration:

Progress is assessed by monitoring the level of participation of women in community activities and decision-making processes.

Metrics may include the number of women involved in community events, their representation in local leadership roles, and their perceived sense of belonging and inclusion within the community.

• Environmental Stewardship:

Progress is evaluated by measuring the adoption of sustainable practices both in craft production and daily life.

Metrics may include reductions in waste generation, adoption of eco-friendly materials and techniques, and participation in environmental conservation initiatives.

• Global Connectivity:

Progress is gauged by assessing the level of engagement with the global market and exchange of ideas.

Metrics include the expansion of market reach beyond local boundaries, participation in international trade events, and collaboration with global partners or organizations.

• Access to Resilience:

Progress is measured by evaluating the ability of women to withstand economic downturns, health crises, or natural disasters.

Metrics may include the stability of women's incomes during times of crisis, their access to resources and support networks, and their overall resilience in the face of adversity.

These impact objectives are interconnected and contribute to the overarching goal of empowering women. By monitoring progress across these dimensions, the effectiveness of the program can be assessed, and adjustments can be made to optimize outcomes.

Our solution uses a Progressive Web Application for Mobile Devices.

To make it easy for all women to connect, we have chosen to build a progressive web application (PWA), which will be accessible across all web browsers and devices. Similar to traditional apps, PWAs function offline and are installable on your phone’s home screen, but they do not need to be downloaded from an app store and can be accessed through a web browser or directly through Facebook. Because the majority of the beneficiaries will be using the app on their smartphones, we have decided to build a PWA as they work best on mobile devices.

For certain functions (login, chat, etc.) we'll be working with students from WPI and EH des Engineering to integrate certain IA features to make the application even easier to use for the women.

All the students involved in the project will engage in exchange knowledge and cross-cultural dialogue, build professional skills, gain understanding of the economic disadvantages that women face in Morocco and beyond and apply their academic interests to create a lasting impact towards sustainable development and gender and economic equality.

The full-time staff :

•  Project Manager,
• Project Assistant,
• Maintenance engineer,
• Facilitator,

Part time staff: Two engineers to build the mobile application.

Partners :

• Institut Spécialisée du Cinéma et de l’Audiovisuel, Rabat: work on developing the training and Master Class videos.

• Ecole Hassania des Travaux Public, Engineers Consulting Club: diagnosis of the project and make recommendation on the digital solution production.
  
  
• Worcester Polytechnic Institute, Global Project Program, Worcester, USA:

diagnosis and analysis of the entire project and make recommendations to improve its performance.

• Rhode Island School of Design,  Providence, USA,

A partnership is being studied with the RISD Global Pole.

In 2019, we worked with the student’s members of the EHTP Consulting Club, on the development of the architecture of the mobile application.

In March 2024, we received a group of WPI to organize and plan the venue of the WPI in next February to work with as on the next step of the projects.

To ensure diversity, minimize barriers to opportunity, and provide a welcoming and inclusive environment for all team members, several steps will be taken:

• Diverse Hiring Practices,
• Equitable Work Environment,
• Cultural Sensitivity Training,
• Inclusive Collaboration,
• Accessible Resources and Support,
• Community Engagement,

•  Implement inclusive hiring practices to attract candidates from diverse • backgrounds for all positions, including full-time and part-time staff.

• Prioritize diversity in skills, experiences, and perspectives when selecting team members.

•  Establish policies and practices that promote equity and fairness in the workplace, such as transparent promotion criteria, equal access to training and development opportunities, and fair compensation structures.

•  Provide support and accommodations for staff members with disabilities or other specific needs.

•  Offer cultural sensitivity training to all team members to enhance awareness and understanding of different cultural backgrounds and perspectives.

•  Encourage open dialogue and respectful communication among team members.

•  Foster an environment of collaboration and mutual respect among team members, regardless of their roles or backgrounds.

•  Create opportunities for cross-functional teamwork and knowledge-sharing to leverage diverse expertise and perspectives.

• Ensure that all team members have access to the resources and support they need to perform their roles effectively, including appropriate technology, training materials, and professional development opportunities.

• Provide mentorship and coaching for staff members to help them overcome barriers and reach their full potential.

• Engage with partner organizations and stakeholders to ensure that the project reflects the needs and priorities of the target population.

• Involve community members in decision-making processes and seek their input and feedback throughout the project lifecycle.

By implementing these strategies, our team will create an inclusive and supportive environment where all members feel valued, respected, and empowered to contribute their unique perspectives and talents to the project's success. Ensure that all team members will have access to the resources and support they will need to perform their roles effectively, including appropriate technology, training materials, and professional development opportunities.

Provide mentorship and coaching for staff members to help them overcome barriers and reach their full potential.

To support our initiative, our business model will align well with the goal of empowering women economically, socially, and environmentally while ensuring scalability and sustainability, as described below:

• Beneficiaries Segments: marginalized women in multicultural environments who are seeking to enhance their skills and access markets for their handmade products.
• Customers segments: designers, students and professor from local and international schools and universities, people interested in ecological handmade craft techniques and in knowledge exchange.
• Value Proposition: Offering free, accessible online training tailored to the educational background of beneficiaries, providing networking opportunities, market exposure, support for developing ecological craft products, support to access resilience through Master Class program. The model also emphasizes environmental sustainability, circular economy, and gender-specific support.
• Channels: Utilizing online application and platforms for delivering training, building communities, and facilitating market access. Networking events, market expos, and community-building activities can also be conducted both online and offline.
• Beneficiaries Relationships: Establishing supportive relationships with women beneficiaries through personalized training, mentoring, and ongoing support. Community-building efforts foster collaboration and reduce isolation.
• Revenue Streams: Revenue can be generated through various channels such as asking for customer small fee to access platform 2 of networking, hosting women master classes (with a percentage of fees generated going to AGS), or receiving grants and donations from organizations interested in supporting social impact initiatives.
• Key Resources: Online learning platforms, training materials, networking tools, market access resources, environmental education materials, and skilled personnel to facilitate training and support.
• Key Activities: Providing online training, organizing networking events, conducting environmental education sessions, facilitating community-building activities, and supporting women in developing master classes.
• Key Partnerships: Partnering with educational institutions for content development, partnering with local women NGOs, local authority such agencies and Ministry, and forming alliances with environmental organizations for awareness campaigns, and working with local communities for outreach.
• Cost Structure: Costs may include platform development and maintenance, content creation, staff salaries, marketing expenses, and overhead costs for organizing events and activities.
• Impact Measurement: Tracking metrics such as the number of women trained, income generated by participants, community engagement levels, environmental impact indicators, and scalability of the model to measure the effectiveness and sustainability of the initiative.

We plan to set of financial, operational, environmental, and social indicators, which provide compelling evidence of the business model's financial sustainability and overall success as described below:

1. Diversify revenue sources: diversify revenue sources by offering online training programs with online payment in addition to free training, additional subscription-based services. This reduces dependence on a single source of income and increases financial stability.

2. Profitability: Implement lean practices to reduce overheads and operational costs while maximizing resource utilization.

3. Partnerships and collaborations: Forge strategic partnerships with like-minded entities to facilitate access to services while reducing costs.

4.value-added services: Offer high-quality services such as personalizing offers to attract customers willing to pay extra for the development of sustainable, customized products with women on platform 2, or offering advantageous subscriptions to visitors to platform 3 Master Class. Explore up-selling and cross-selling opportunities to increase average transaction value.

5. Community engagement: Foster customer loyalty through community engagement initiatives such as loyalty programs, sponsorship incentives and exclusive events. Create brand ambassadors who champion brand values and contribute to word-of-mouth marketing.

6. Continuous innovation: Stay one step ahead of market trends and consumer preferences by investing in research and development to innovate new products, services and business models. Adapt quickly to changing market dynamics and consumer demands to maintain competitiveness.

To assess of the success of our solution, we will use the following key indicators:

• Financial Performance: Provide financial statements and performance metrics showing revenue generated from various sources and cost efficiency measures implemented.
• Customer Satisfaction: Gather feedback from customers through surveys, reviews, and testimonials to assess satisfaction levels with products, services, and overall brand experience. Monitor customer retention rates and repeat purchase behavior as indicators of loyalty and satisfaction.
• Market Recognition: Showcase awards, certifications, and accolades received for sustainable practices, product innovation, and social impact. Highlight media coverage, press releases, and industry recognition as evidence of market validation and credibility.
• Partnership Success: Highlight successful partnerships and collaborations that have contributed to business growth, expanded market reach, and increased operational efficiency.
• Environmental Impact: Measure and report environmental metrics.
• Social Impact: Quantify the social impact of the business model in terms of women's empowerment, job creation, community development, and educational outcomes. Share success stories, testimonials, and impact assessments from beneficiaries and stakeholders to illustrate the positive change facilitated by the business.

Au Grain de sesame Awards for its training program :

•  Pyxera Global Program Award                                              2022                                                                       
• Museums Connect Project                                                                             Sept 2014 – July 2015
• United Nations SEED Award for the Environment                                                       November 2013
• International Visitors Program                                                                                  December 2019
• International Visitors Program                                                                                   June-July 2004                                                                         United States supported by the Foreign Office of the US Embassy in Morocco.

• First prize of project “By the Work of Her Hands” as part of the Museums Connect Project organized by the American Alliance of Museums (AAM) and funded by the US State Department, Bureau of Educational and Cultural Affairs, Washington DC. Project which also received congratulations from the AAM for its excellent achievement.

 Laureate of the Dutch Culture VIP.