With maker markets and fairs canceled due to
the pandemic, Goodstock Productions founders Amy Sieffert and
Anne Crutchfield were approached by the Reinvent Stockton
Foundation with the idea for an online marketplace for women
entrepreneurs.
The foundation is a nonprofit launched by Stockon Mayor Michael
Tubbs that focuses on community programs that address education,
poverty, crime and other issues. Goodstock then partnered with
Stockton Strong, a coalition of public, private and civil leaders
managed by the foundation, to develop the marketplace.
Goodstock Productions is known for its flagship event, Stockmarket, an in-person
event that brings local makers, artisans, musicians and food
vendors together to sell handmade products. With the Stockton Strong
Marketplace, which runs through Sept. 12, the company made a
virtual version to help empower women to refine their small
businesses and sell their items, which includes, photography
prints, ceramics, jewelry, garden accessories, paper goods, art
prints and mugs.
“The virtual marketplace sells only tangible goods and stays true
to the spirit of the Stockmarket vision of handcrafted and
designed products by small-business owners,” Sieffert says.
“There are no vendor fees for entrepreneurs. We hope they can
build and sustain a client base from the marketplace.”
Comstock’s spoke with Sieffert about how the virtual marketplace
is helping women entrepreneurs in the challenging time of
COVID.
What is the Stockton Strong
Marketplace?
The Stockton Strong
Marketplace is a collaboration between the Stockton Strong
coalition and Goodstock Productions. We are an online market
created by women for women. Currently, we have 26 vendors
participating and our goal is to have 30 vendors. Each of these
creative, female-owned businesses are based in Stockton. They
sell their products on our website and 100 percent of the sales
go back to the women (Reinvent Stockton covers the cost for
Goodstock to manage the site). Now more than ever, small
businesses are hurting and we believe by creating this platform
for women can help them succeed in the virtual
marketplace.
In addition to offering a virtual platform to sell goods and
build a client base for women entrepreneurs, we are providing a
series of webinars. The six-part webinar series (is) open to the
public (it started July 16). We cover a variety of topics that
will educate entrepreneurs in branding, licensing, creating a
business plan, product photography, product shipping and customer
service. A live question and answer session will follow each
webinar and we want to connect entrepreneurs with folks who have
the resources. Each organization will provide information and
help them think about what they need to move their business
forward. When the three-month marketplace project is finished, we
hope entrepreneurs have learned enough through this experience to
continue sustaining their businesses.
What is the Stockton Strong coalition and how are
they involved with the marketplace?
The Stockton Strong coalition is a group of people from the
Stockton area, including private, public and civic leaders,
collaborating to provide the city with COVID-19 information and
resources. Reinvent Stockton Foundation manages and oversees the
coalition. The nonprofit has community programs to reinvent the
city and they have delegated Lange Luntao, executive director of
Reinvent Stockton Foundation, to facilitate these meetings.
Luntao, our main contact, sponsored and supported our online
marketplace. We worked closely with them to build the framework.
Once they approved the proposal, they let us run with
it.
Who initiated this platform for women
entrepreneurs?
We were approached by Reinvent Stockton about doing a women’s
marketplace. They contacted us last October to start the
conversation and proposed for Goodstock Productions to do a
women-only, in-person market for their gender-equity program in
Stockton. With several events scheduled for the end of last
year, we advised planning this market for 2020 due to our
timeline. With COVID-19, everything we had planned went on hold.
We continued our conversation again with Luntao when we realized
all events for the year were canceled due to COVID-19. Our
proposal for an online market was sent over to Reinvent Stockton.
When Luntao reviewed and approved the project, everything moved
quickly to get the platform up and running for women
entrepreneurs to support their small businesses.
Is this the first online platform Goodstock has
provided to the Stockton community?
Prior to this project, the only e-commerce we were doing were
vendor spaces for Stockmarket. The build-out for our online site
is something we never explored and this project is on a larger
scale than our previous work. We decided to utilize our social
media following with Goodstock and Stockmarket for
marketing and promotion to the public rather than start a new
social media account for the marketplace. Not only did it help
spread the word about the marketplace, but it assists with our
goal to build awareness and a starting point for entrepreneurs
and their brands.
How important is this type of online platform for
small businesses in Stockton?
This is huge for us. (Reinvent Stockton) put their trust in us on
this project. They are taking a step back and letting us
(Goodstock Productions) do promotion, management, media and
select applicants for the marketplace. It’s big for us as a small
business. We’ve worked with the city before, but not in this
capacity. This is a major collaboration to support women
entrepreneurs and assist them in educating and growing their
business. Everyone put their faith in us for Stockton Strong
Marketplace and it is something that is so critical at this time
for small businesses everywhere.
—
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