Overview
As part of the Iran Wetlands Conservation Plan, I contributed to the development of sustainable, wetland-compatible livelihoods in Gilan Province through two complementary workstreams: market assessment and business development advisory, followed by practical business and marketing capacity building.
The assignment covered six selected villages and focused on identifying local economic opportunities, understanding market and value-chain constraints, and strengthening the business capabilities of local livelihood initiatives.
1. Market Assessment & Business Development Advisory
July 26–27, 2026 | Gilan Province
I conducted a qualitative, field-based assessment of livelihood activities across six selected villages, with in-person visits to all six. The work involved direct observations and consultations with local producers, entrepreneurs, and facilitators.
The assessment examined agricultural and dairy products, processed foods, handicrafts, home-based production, and emerging rural businesses. Key areas of focus included product development, value chains, packaging, pricing, business organization, market access, and existing sales channels.
My advisory work included product design, branding and packaging, marketing and sales, customer relationship management, and business development.
The assessment also identified emerging local market initiatives, including a weekly local market in Soufian Deh and a shared village-branding initiative in Abkenar. These examples offered practical insights into collective market access and locally driven business development.
The work resulted in an analytical report and practical recommendations addressing value addition, product identity, market access, sales channels, business capabilities, and local market-system development.
Livelihoods Products Examples
2. Business & Marketing Capacity Building
August 11, 2026 | University of Guilan
I designed and facilitated a full-day, interactive workshop for local livelihood practitioners, facilitators, and public- and private-sector stakeholders.
The workshop combined business and marketing fundamentals with practical exercises, covering:
- Business fundamentals and the Golden Circle
- Market analysis and the 4Ps marketing mix
- Product design and the three levels of a product
- Pricing strategies and sales processes
- Sales funnels and customer relationship management (CRM)
- Business Model Canvas
- Marketing planning using the SOSTAC framework
Participants applied the concepts to their own livelihood activities and products through individual and group exercises. Practical outputs included completed marketing-mix worksheets, pricing exercises, basic customer records, Business Model Canvases, and written marketing plans.
Key Outputs
- A field-based market and value-chain assessment covering six selected villages.
- Strategic recommendations for product development, branding, value addition, and market access.
- Identification of local business and collective market-development opportunities.
- A full-day business and marketing capacity-building workshop.
- Practical Business Model Canvas exercises and SOSTAC-based marketing plans.