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Training, Coaching and Mentoring Project on IP and Branding Strategies for SMEs in Botswana concludes with many success stories

February 24, 2025

The Botswana’s Training, Coaching and Mentoring Project in IP and Branding Strategies for Selected SMEs has successfully strengthened the intellectual property (IP) and branding capabilities of local small and medium enterprises (SMEs). Implemented by WIPO’s Division for Africa in collaboration with the Government of the Republic of Botswana (GOB) and the Companies and Intellectual Property Authority (CIPA) from March 2024 to September 2024, the project aimed to empower SMEs with the necessary tools to enhance their competitiveness in local, regional, and international markets. This initiative was made possible through the support of Funds-In-Trust Japan Industrial Property Global (FIT/Japan IP Global).

botswana-group-960
Image: WIPO

Background of the Initiative

The Division for Africa developed the IP Week concept to strengthen the capacity of African nations leveraging the IP system for economic transformation. Botswana hosted its IP Week from June 27 to June 30, 2023, laying the foundation for this project. As the follow up project, the training mentoring and coaching sessions enabled SMEs to develop and refine their brands, enhancing their market access and business sustainability.

Project Overview and Execution

The project targeted 44 selected SMEs, all of whom successfully completed the program.

The initiative was structured into three key phases:

  1. Planning and Identification: Assessing business challenges and opportunities to provide tailored IP support.
  2. Training, Mentoring, and Implementation: Conducting hands-on workshops, mentoring, and strategic brand development.
  3. Project Visibility, Evaluation, and Conclusion: Enhancing public awareness, measuring impact, and consolidating learnings.

The WIPO Division for Africa collaborated closely with CIPA to host a preliminary two-day workshop (IP Week), focusing on how IP can drive SME competitiveness. Following this, two IP experts were hired to conduct 12 mentoring sessions over six months in a hybrid format, along with two in-person training sessions.

Additionally, within WIPO, the Division for Africa, with the support of the IP for Business Division, integrated the IP Management Clinics Program. This was achieved by aligning the efforts of the two IP experts to include IPBD's offerings and training for the mentees. Company profiles of SMEs were shared with IPBD to tailor the Clinics' tools to their needs, ensuring effective integration into the training framework.

Transforming Botswana’s SMEs

Several SMEs have demonstrated remarkable progress through their participation in the project. Here are two notable examples:

Green Gem: Strengthening Brand Identity

“We introduced a new logo and updated all signposts around town.”
— Mr. Raymond Matsake, CEO of Green Gem

(Image: WIPO)
(Image: Green GEM)

Led by CEO Raymond Matsake, Green Gem employs over 45 people, primarily women, and specializes in sustainable horticulture. Through the mentorship program, the company underwent a complete brand transformation, including:

  • Successfully registering a trademark for their new logo
  • Enhancing their social media presence
  • Strengthening IP protection through audits

These strategic efforts have aligned Green Gem’s brand with its business goals, positioning it as a competitive player in the industry.

SoftLife Tissue: Prioritizing Brand Protection

“We learned how to protect our intellectual property, safeguard our brand, and the importance of ongoing monitoring to ensure its security as we grow and evolve.”
— Mr. Letso Jacob, SoftLife Tissue

(Image: WIPO)

SoftLife Tissue, a toilet paper manufacturer, has taken significant steps toward solidifying its brand presence. The company has:

  • Filed and was published a trademark application, currently awaiting approval for registration.
  • Integrated IP strategies into its core business operations
  • Prioritized brand protection and continuous IP education
(Image: Companies and Intellectual Property Authority (CIPA))

Through collaboration and knowledge-sharing, SoftLife Tissue is poised for sustained growth and a competitive edge in the market.

Looking Ahead

The successful completion of this project underscores the growing importance of IP in driving business growth and economic development in Botswana. By equipping SMEs with essential branding and IP strategies, the initiative has laid a strong foundation for continued innovation and competitiveness in the region. Division for Africa remains committed to empowering Africa through intellectual property, fostering sustainable development, and supporting SMEs on their journey to success.

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