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"U.S. and Moroccan Businesswomen Exchange Tools for Growth Despite the Crisis"

On March 14, 2009, in Agadir, Morocco, the Association des Femmes Chefs d’Entreprises (AFEM) organized its second US Corporate Ambassadors Conference entitled "Successfully Growing Your Business in Turbulent Times." This international conference was part of the MENA Businesswomen’s Network program, and organized by AFEM in cooperation with the U.S. State Department's Middle East Partnership Initiative (MEPI), Vital Voices Global Partnership, and Invest in Med, sponsored by Méditel, AKWA Group and Ciments du Maroc.



Some 150 participants from all regions of Morocco, the United States, Algeria, Jordan, Egypt and Lebanon came together to discuss not only the effects of the global economic crisis, but also solutions to navigating the crisis and seizing the opportunity to grow one’s business. The Corporate Ambassadors Conference welcomed three prominent figures from the U.S.: Ms. Kay Thompson, CEO, TSG International; Ms. Pamela Millar, CEO, Bridgemakers Consulting; and Ms. Nancy Kamel, Co-Founder & Managing Partner, Strategic Expansion Partners, and Vital Voices Board Member. A number of prominent figures from the Moroccan Government, corporate world and NGOs participated in workshops and panel discussions. The one day event provided concrete skills for business capacity building and offered a unique opportunity for both Moroccan businesswomen and U.S. executives to network and exchange ideas that will help solidify the critical link between businesswomen in the MENA region and the U.S.



During this conference, AFEM offered national economic actors the opportunity to discuss and review different tools to consider the current economic situation as an occasion to create real opportunities for business growth and to cultivate a proactive entrepreneurial spirit. In addition, AFEM’s choice of Agadir as the location for this conference highlighted the importance of the South as an economic powerhouse and its women who have contributed to the region’s economic success. An additional study tour day on March 13 included a university lecture by AFEM and the U.S. Corporate Ambassadors encouraging over 100 university students (mostly women) to pursue entrepreneurship. They also paid an official visit to the Wali of Agadir to lobby for more support for women entrepreneurs in the region.



The response to the event was overwhelmingly positive and the participants left with a renewed passion for entrepreneurship and growing their businesses despite the uncertain economic environment. Some participants even reported that this was AFEM’s best event ever and appreciated the interactive format and concrete tools presented during the workshops. Extensive press coverage of the event has definitely boosted AFEM’s name and credibility in a way that will help them expand their reach even more throughout Morocco.



After meeting representatives from the MENA Businesswomen’s Network, AFEM members are increasing their registrations on the MENA Businesswomen’s Network website (www.menabwn.org) to become more connected within their region and abroad. After the success of this event, AFEM further solidified its commitment to creating brighter prospects for businesswomen, specifically by officially creating an AFEM Chapter in Agadir by the following month. Throughout the year, AFEM will continue to spearhead many more similar landmark events and programs in partnership with the MENA Businesswomen’s Network, Vital Voices and MEPI.