Indigenous Red Market

Today, 7 of 10 American Indians and other indigenous people live in or near cities. Many are isolated from tribal communities, families and culture practices; face under-employment, limited education, health disparities and barriers to indigenous cultural expressions. Thus, impacting quality of life and financial independence. This contributes to further diminishing identity and pride of indigenous people. The Indigenous Red Market, a proven pilot, offers urban indigenous entrepreneurs and families: a cultural marketplace for artisan products, art, indigenous foods; business training, peer support & networking; mentorship; and culture in an urban setting. The Red Market provides an opportunity for community gathering, promotion of traditional and modern cultural entertainment, a community education forum to share indigenous issues. Future is to sponsor Red Markets in other cities with key urban partners; planning underway in Los Angeles with co-partner – Urban Native Era. Given COVID-19, need to also scale a virtual Indigenous Red Market.

The Indigenous Red Market is intentionally different but complementary to traditional Native American festivals. Founders are committed to a social enterprise model, that offers free training, low-cost Marketplace vendor fees, no-charge event admission, in a quality community and vendor experience, top local, nationally known entertainment and traditional & modern performers. Held in East Oakland, the Red Market attracts 300-500 visitors, averages 50 market vendors, selling authentic handmade crafts, jewelry, art work or community service organizations.

Most urban Indigenous entrepreneurs will not operate a brick and mortar operation, due to operating costs. Urban entrepreneurs rely on festivals, Pow Wows and the Red Market to produce income and participate in a cultural experience.

COVID -19 pandemic has greatly hurt these micro and small entrepreneurs in the nation, Indian Country and to targeted urban natives – many are at risk because many do not have or if they have – a minimal social media and online presence. The problem is the need for virtual training, support, monitoring and a virtual space to market, interact and sell their products. The Red Market operation will pivot and expand to an online operation to offer such services, creating a replicable model for other key urban locations.

Our solution is an online operation targeted to urban Indigenous entrepreneurs. This includes training, permitting assistance, mentoring and networking opportunities, focus on marketing techniques and a sales outlet for urban indigenous makers. The Red Market services will include training by Native American economic and business specialists, Speakers, individual and group discussions, and demonstrations by other established Native entrepreneurs and organizations. Everyone will be provided a Course Study Guide, for classes and later referral. Goal is to obtain grant funding to provide hardware/internet services, build training applications, and stipends for the locally know trainers. Upon completion of the course, participants will receive a certificate, City Permit Fee scholarships, free photography session to take photos of products and create videos for online store and individual use in their individual marketing plans. The Red Market concept uses a variety of traditional and current technologies to meet the needs of these micro entrepreneurs.

Secondly the Red Market will add a virtual event element to its operation – offering general public exposure to speakers on key Indigenous issues, offer a platform for Native community serving organizations to share their services and continue to promote cultural entertainment – traditional and modern.

The Indigenous Red Market serves multiple groups: Primary target is micro and small urban entrepreneurs to develop business skills and offer products online; two, local native partner organizations will be able to share and market services and speak about key indigenous issues at a local and national level; third, the general public, primarily urban Native Americans, especially Native youth that need an outlet to learn and experience indigenous culture today and yesterday.

To understand the needs of each of the targeted groups, co-founders have met individually with vendors, coordinated with Native community serving organizations and through established social media channels and large network, have kept an open dialogue to ensure that the Red Market is current, appealing to all and has accomplished its primary mission to promote and advance our Native communities through economic empowerment, business skills, community networking and sharing traditions - new and old - with our communities especially opening opportunities for young Natives, and promoting the many creative talents of our Native American people to the general population. 

In the future we hope to host the Indigenous Red Market in other US cities with high Native populations, starting with California. We believe that the Indigenous Red Market model can also be adapted to other indigenous nations.

The Indigenous Red Market offers urban indigenous people a platform for sustainable community economic development. The Red Market has tested and developed a business model for micro, small and established indigenous entrepreneurs while providing a setting that promotes culture and exposure for indigenous entrepreneurs and creative people.The Solve Fellowship can help better formalize the Indigenous Red Market business model so as to  implement in other cities and expand its technology reach.  The uniqueness of the Indigenous Red Market is the direct appeal to urban Natives, in learning and practicing business skills, including tech, in a nurturing setting, while earning income. 

The Indigenous Red Market was the first market of its kind in the San Francisco Bay Area which incorporated an Indian Market, Entrepreneur Business Trainings, various cultural performances and modern musical performances by well known Native local and national artists like Supaman in a modern community gathering format. The Indigenous Red Market is ready to pivot from a physical format to an online comprehensive Business Training and Mentoring Platform and an Online Marketplace.

As the Training Platform gains momentum; our goal is to develop an Online Marketplace component. It is envisioned that the Online Marketplace will complete our robust full cycle system of business training, community education, mentoring and support, by providing a mechanism for the sale of indigenous products. 

With the support of the Solve Fellowship, we hope to strengthen our business model to ensure that the model is flexible and adaptable to other California cities and eventually other indigenous populated nations. Planning for this greater vision will help us design a system to obtain and manage vendor data. In the future we hope to get enough data from Indigenous vendors to create an algorithm and use Artificial Intelligence to enhance the business training specific to vendors' products. 

Through Social Media, the Indigenous Red Market has become a recognizable brand for Indigenous vendors in Northern California and nearby states. We hope to use the branding and social media to ignite the urban business training, mentoring and online Marketplace.

Instagram: https://www.instagram.com/indigenousredmarket/

The core technology combines an online platform with video use. We will use a website to host the Online Training for vendors to help them improve their business operations from planning, inventory, marketing and online sales.

Within the online training platform we will have various videos, webinars, a place for vendors to input business data and a chatbox for vendors to talk with an online business coach. 

We hope to build this online training solution and the Marketplace so that it is technology compatible with larger tech companies like Shopify, Square, Facebook and Etsy.

Once we get enough vendor data we hope to build an algorithm that uses Artificial Intelligence to help vendors based on their individual business needs. In the future, we envision rolling out the Online Training platform to indigenous vendors in Canada, Latin America and South America - this is how we think we will get enough data to make our algorithm and artificial intelligence helpful for vendors.

The use and technology related to online training and virtual meeting environments has increased. For indigenous people, access to technology hardware, internet access, and technology fundamentals is still very critical.

Covid-19 has forced businesses and Native peoples to use the internet, social media and video to connect. We hope to harness this online presence to encourage Native vendors to make the guided leap of the physical in-person selling to becoming an online vendor.

Similar technology and concepts are being widely used by Shopify, Square and Etsy; however, many indigenous vendors do not have their own platform for their cultural business needs. We would align Native vendors' unique business practices, using culture with business skills through technology.

Covid-19 has shut down Pow Wows and Indian Markets which eliminated a revenue stream for many Native and Indigenous vendors, thus diminishing financial wellbeing of Native families. Additionally urban native communities are not able to gather, thus a void in community socialization and networking has been affected. The Indigenous Red Market can help solve these problems impacting our communities through business empowerment, skills development and helping to sustain indigenous cultural income opportunities. 

The theory of change for the Indigenous Red Market is that market skills can be learned and offered in a cultural setting and by Native Americans. 

The World Health Organization (WHO) is predicting that Covid-19 will be around for the next 3-5 years. OECD (Organization for Economic Cooperation and Development) states that the cultural and creative sectors are among the most affected by the COVID-19 crisis; the most fragile are individual creative businesses. 

Covid-19 has eliminated primary vehicles or Native entrepreneurs: Pow Wows, Social gatherings and Indian Markets. Indigenous peoples have always been traders and sellers of goods since the beginning of time. Now Covid-19 hinders many Indigenous vendors opportunities to sell their products thus impacting their livelihood and their quality of life, which may lead to poverty. 

A successful social enterprise - the Indigenous Red Market - must also pivot and grow by expanding to an Online training platform to help educate and position these micro and small businesses as well as provide a forum for more established Indigenous vendors to sell online. We will do this through a comprehensive training program designed to utilize vendors inputted data. As data is accumulated we will use artificial intelligence to help pivot and improve indigenous businesses to operate during and post this extended Covid-19 period.

• Short term impact:
  • Indigenous vendors start to move their business online
  • Indigenous vendors get online business training
  • Technological improvement and web savviness through our online training platform
• Medium term impact:
  • Indigenous vendors will have self-pride in setting up an online shop
  • Indigenous vendors will be able to continue their cultural practices and traditions
  • Individual indigenous vendors get visibility in the e-commerce world
• Long term impact:
  • Vendors will become knowledgeable to sell online
  • Financial Stability of Native vendors
  • Indigenous Red Marketplace drives sales and changes lives in a positive way for Natives
  • Successful Native vendors can accumulate generational wealth

Approximately 10,000 people have attended the previous twelve (12) Indigenous Red Market events. To date, over 100 market vendors have participated. We have also built a brand that is known in the local and regional Native maker/creative entrepreneur community and we hope to grow that with an Online Educational Resource option for vendors during Covid-19 period. We will focus on our growth in the 1-2 years in California -continuing in Oakland, next to Los Angeles, San Jose and Santa Rosa.

In five years, we envision that the Online Training Platform and the Indigenous Red Marketplace business model will be able to serve over 5,000 Indigenous vendors in North and South America. 

Year 1: Attract, assess, train and support community Indigenous entrepreneurs to stabilize from loss of jobs and revenue streams due to the COVID-19 pandemic. We will establish a comprehensive but adaptable online training platform that will provide immediate assistance with business skills training, resource identification, enhanced business tech and web skills and building an online marketplace and community resource for our indigenous communities.

We would like to serve a minimum of 100-150 entrepreneurs for the online business training program - taught by local business and other technical professionals. We plan to begin the development of the online marketplace (initial marketplace skeleton design and launch testing). 

This program will serve Oakland/East Bay and begin in Los Angeles.

Years 2-3: Expand the Indigenous Red Market business model to other California cities (San Jose, Santa Rosa, etc.,) 

Year 5+: Establish Online Marketplaces in North and South America. Visioned Marketplace will integrate with Shopify or Facebook or can stand alone marketplace. The Online training platform and the Marketplace are fully integrated and vendor data is available to help improve individual overall business experience and sales. 

If the ability to host Indigenous Red Market festivals returns, we will use as recruitment opportunities as well as fulfill our objectives to provide a community gathering environment, promote indigenous entertainment, talent and share community resources and education about indigenous issues.

The main barrier is the technical development of the online training platform and eventually the online marketplace.

We will not be able to conduct the in-person marketplace during Covid-19 shelter in place. While a problem, we view this timeframe also as an opportunity to digitally expand the reach and services of the Indigenous Red Market. We have a proven brand, piloted the Indigenous Red Market to affirm that interest exists by indigenous entrepreneurs, general public, indigenous talent and organizations. 

We are looking to digitally transform the in-person marketplace to an online platform for Indigenous vendors. 

Getting vendors to sign up for the Red Market Online Training Platform. We have a plan for this and we are confident it will be successful. We think we can roll the same plan out in different countries.

Receive funding and then establish the Online training portal. We believe there is demand for an indigenous business training for small vendors to sell their products online. We think we can grow our vendor use of the online training and then educate them and have them join the Indigenous Red Marketplace.

To find vendors we will leverage social media and word of mouth. We will speak with pow wow committees, Indian markets, native economic agencies to help get vendors to register for our Online training platform.

We will not be able to conduct the in-person marketplace during Covid-19 shelter in place. But we are looking to solve this issue by going online.

If there is a recession we believe our vendor base will grow even more since more people will look for an alternative stream of income. More Indigenous people will turn to the entrepreneurial spirit and start an online business if jobs become scarce. Natives make jewelry for therapeutic purposes and we believe that will continue during a recession therefore we can have them take our Online Training Course.

Noah Gallo (Social & Human Services Coordinator - Native American Health Center) -Principal Founder (Volunteer)

Joey Montoya (CEO-Urban Native Era) -Cofounder (Volunteer) -www.UrbanNativeEra.com

Aliza Jaramillo (Former Economic Development Director - City of Oakland & Principal, Gallo Advantage Consulting) (Volunteer)

The Indigenous Red Market team has worked together for the past two years planning and managing the in-person Indigenous Red Market. We bring a strong set of business skills and large network of indigenous community members. We realize we must seek technology support to pivot and grow the Red Market. 

Noah Gallo - has substantial experience in online e-commerce startups in San Francisco. Noah has experience going through fundraising cycles, having worked at large technology companies. Noah was involved in international technology business sales focusing on customer experience platforms. Current job involves direct interaction with local Indigenous community which includes local Native American organizations and stakeholders. Purposeful decision to bring technology background to a native health center to add strength to the financial independence dimension of the Healthy Communities model, to enhance the health and wellbeing of Indigenous people. Graduate of UC Berkeley.

Joey Montoya - CEO of Urban Native Era, a brand focused on spreading awareness of indigenous issues through creative means - photography, partnerships on native issues, apparel and other creative outlets. Joey is responsible for the Red Market marketing, branding, and creating unique experiences at each Indigenous Red Market. Graduate of San Jose State University.

Aliza Jaramillo- A former municipal economic development director, brings management skills for overseeing the business development trainers and curriculum. Additionally Aliza has a vast network of philanthropy, government and organizational resources to add to this effort. Graduate of the University of Arizona, UCLA Graduate School of Urban Planning.

Urban Native Era- Has been a partner for promotion and marketing to the Indigenous community. Urban Native Era is an online clothing business with a social aspect to it. Urban Native Era uses their brand recognition and 10 years of vending experience to help shape the Indigenous Red Market to be a successful place for indigenous vendors to sell their work. They also help organize the Entrepreneurs Breakfast Series which takes place before each Red Market. Instagram: @UrbanNativeEra

Intertribal Friendship House- Has been established since the 1960's and since then has been the only Center for Native Americans in the San Francisco/Oakland region. Intertribal helps with cultural enrichment of the Indigenous Red Market. Intertribal also refers vendors and cultural performers to the Indigenous Red Market.

American Indian Child Resource Center- Recommends the Indigenous Red Market to local Native American families they work with. They also help organize powwow drummers & dancers.

United Indian Nations- Works with helping grow Native American businesses in the San Francisco East Bay region. They recommend the Indigenous Red Market as a place for Native American small businesses and vendors to showcase their products. United Indian Nations also helps with business training and development before each Indigenous Red Market at the Entrepreneurs Breakfast Series.

We will need funding to begin. We will have to charge a very low Vendor Fee to participate in the will have to charge vendors and or take a percentage of sales once the marketplace goes live.

The Online training education website is to nurture our vendors right now during Covid-19 and in the future we hope to expand into an online marketplace or with partnership of a tech company.

Eventually turn into an online marketplace, we can get there faster by partnerships with other larger tech companies. Or we can take a sustained approach of building our own Shopify like website. Another option is to get acquired for our full cycle Online Training, Online Marketplace and Artificial Intelligence algorithm for small businesses.

Since in the beginning we will offer an Online Training Platform we believe Indigenous businesses will sign up for that and then we will have an easier route to bring them over to the Marketplace where they will be properly trained to sell their goods online through our website.

The Indigenous Red Marketplace is applying to Solve because the fellowship will help provide support and resources that we will need to advance our work.

The community has lost an outlet of being able to sell their Indigenous products due to Covid-19. Several community members and Indigenous Red Market vendors have asked for help to sustain and grow their business during Covid-19.

The Indigenous Red Market has become the most regular Indian Market in the Bay Area and with its absence there has been a void in where Indigenous vendors can sell. Everywhere in the country, pow wows and Indian markets have been shuttered due to Covid-19 leaving Indigenous peoples no place to sell. We want to work with Solve to help educate this network of Indigenous vendors on business practices through an Online Training Platform.

Solve can help digitize the Indigenous Red Market and Entrepreneurial assistance of Indigenous small businesses.

We also are interested in Solve because MIT is always on the cutting edge of new technology and harnessing that power for Native Americans can help our communities prosper.

We believe that the Indigenous Red Market helps solve E-commerce issues in North and South America for indigenous vendors. Solve can help Red Market not only during Covid-19 but after as well.

We have a good idea on the online training based off of our business training experience and input from other 'business coaches' we have partnered with already. We will need help with the Solution development from a technological perspective.

We want to make an Online Training platform free which will allow us to signup and help as many vendors as possible. With this data we will be able to come up with algorithms that will be able to help businesses and in the future if we get enough data we can use Artificial Intelligence to help businesses improve more effectively.

After our Online Training Platform is successful with a lot of vendors then we will transition to the Indigenous Red Marketplace where we will sell products. We are looking for help for development and business model expertise to make this profitable once use of the training program becomes widespread.

Shopify - We want to partner with Shopify because Shopify has a recent global initiative to build and support a system for Indigenous Entrepreneurs where the end goal is to enable more Indigenous businesses to move online. 

Square - Square make tools to help small businesses grow and the majority of Native country uses Square.  We want to be able to help our small businesses through similar online tools that Square offers vendors. We would like to come out with a Red Market Square hardware in the future. Square is headquartered in Oakland the city where Red Market is established.

Google - In the Bay Area Google works with a variety of local minority initiatives. We think Google will support the Online Training Platform that Red Market is looking to provide. Google is always on the cutting edge of business tools that we can integrate with our Online Platform.

Facebook - Facebook Marketplace is an easy way to post products to sell for small businesses. We think Facebook could be socially conscious and come out with a Red Market integration for Native American products.

The National Center for American Indian Enterprise Development - We believe in having a close relationship with NCAI will help expand the Red Market brand and Online training platform to different vendors across the country.