The importance of 'Branding and Marketing' your product effectively using examples she will discuss the following topics:

- Know your market

- Know your client

- Understanding your clients' needs

- What is a 'niche' market, how is your product 'unique'

Karin Shipman is the founder and president of EGI Development, a company that develops and implements training programs to advance entrepreneurs in micro and small handcraft as well as agribusiness sectors. Among EGI's clients are: The World Bank, International Finance Corporation, and the Inter-American Development Bank. She also co-founded the Entrepreneurs in Handcrafts program at Vital Voices. She teaches a course at the University of Arizona on the social impact of economic development programs targeting the low-income communities.