ANDD, an NGO focused on supporting women and young people’s entrepreneurship, is similar to other organizations we have seen so far because they too provide mentoring, training, and networking opportunities for their participants. What sets them apart, however, is their strong focus on digital inclusion. They do this by offering programs that teach people how to use digital tools in their business to increase visibility on digital platforms and modernize business operations. They also offer a program that helps prepare young people for professional integration and boost employability. Other programs offered by Casablanca Technopark and MCISE, for example, seem to have a greater focus on shaping the entrepreneurial landscape by helping people start their ventures, offering workshops related to various stages of the entrepreneurial process. Another element that makes ANDD different is that they offer varied programs every year, but they still have an application process like other programs we have seen.
In addition to programming, ANDD is equally interested in strategic partnerships as the other initiatives. One of their biggest challenges because they are a nonprofit though is sponsorships, a challenge other organizations do not face if they are backed by the government or corporates. They also may collaborate with jobs and companies for their participants in the future, something other organizations already have in place.
The most surprising similarity between these organizations is their connection in some way to UM6P. Casablanca Technopark sources some of their talent from UM6P, while ANDD went to speak to UM6P students. All of these organizations getting involved with UM6P reflects just how big of a role the university plays in Morocco, especially when it comes to entrepreneurship.
After our visit to ANDD, we had the opportunity to meet women who participated in the programs. While each woman is pursuing a different entrepreneurial venture, such as traditional clothing, embroidery, natural cosmetics, or rental vacation homes, they all leverage digital tools to enhance their business. For example, they use AI tools to edit and professionalize their photos, CapCut to edit videos, and/or ChatGPT to generate professional captions. Aside from the tools they use, all of the women are motivated and willing to learn new skills to grow their business. This involves figuring out how to package and distribute their products, as well as learn languages or utilize communication tools to interact with customers from different backgrounds. Further, they are all supportive of each other and try to use each other as clients when possible. This helps them develop a stronger, more trusting community, rather than competing if they sell similar products.
