Executive Summary:

All First Nations (AFN) is an upcoming Indigenous-owned portal which aims to simplify and increase the visibility of Indigenous creators, businesses and companies. AFN was founded by Ivan Vujuca and Julie Okely who have experience in establishing businesses and are First Nations people - hence can connect deeply to the spirituality and culture of other First Nations people. The goal of the site is to both promote and provide a platform for Indigenous suppliers to connect with non-Indigenous buyers and through this encourage education and understanding of the Indigenous culture through connection. Moreover, the website aims to provide a platform where Indigenous suppliers can connect with each other.

Through market research we have found that currently Indigenous Australian businesses find having a social media presence extremely effective in increasing their visibility, with LinkedIn being the preferred choice of social media.

Currently, there are some challenges the portal is facing in regards to market research, below is a summary of recommendations gathered from our market research:

• Attracting Indigenous suppliers to list to the portal

  • Ensuring the application process is easy and interactive

  • Indigenous owned suppliers operating on AFN

• Having a highly functioning and accessible website for customers to access

  • Have core function tools such as search bars, filtering capacity, and businesses having full creative control over aesthetics

  • Reaching a wider consumer base of non-Indigenous customers

• Determining the most effective marketing channels to reach out to suppliers

  • LinkedIn as it is direct communication between corporate customers and suppliers

  • Word of Mouth as business reputation is spread to future consumers

  • Notification process where businesses are constantly updated on purchases, customer engagement and kept up to date

To gather information we have interviewed Indigenous businesses and companies to research the best way to address these issues. The following report will analyse the findings deducted from selective coding, look at existing literature, discuss marketing strategies which AFN can use to successfully establish the portal, provide an ideograph and make recommendations for the platform moving forward.

Read the full report: All First Nations Report