The case study of "Krushevo women"as a model of social entrepreneurship

Many families in Krushevo (small city in Macedonia) are struggling with unemployment and poverty, seeking a way to address these bitter social problems. The main objective of the intervention is economic empowerment of women. The social entrepreneurship model has been applied among 25 unemployed women from Krushevo who produce traditional, homemade products divided in several categories: homemade pasta, berries products and natural teas. The model involves horizontal clustering through interconnections among individual producers and the community, as well vertical clustering through networking with the local caterers. Hence, applied approach composes of: capacity building, mentoring, piloting and promotion. The income of the women increased on average more than six times, the number of new buyers increased by 80%. At the same time, skills for packaging and sale significantly improved. Vertical clustering diversifies existing and enable new channels on sale, and horizontal clustering improved their products with joint brand, slogan and logo.