Fairjewelry.org Exclusive Interview: Roger Smith, Co-Founder of Todofono.
Roger Smith got in touch with me after the Ethical Jewelry Summit, expressing his regret that he was unable to make the meeting. The resulting correspondence resulted in this interview, in which discusses his project which uses technology to connect the market to remote places around the globe.
FJ: What is your personal background and current position with Todofono?
RS: By trade I am a software engineer and I am interested in using technology for good. I became interested in this project when my sister and brother-in-law left for a remote village in Guatemala and had an idea of allowing these remote villagers who do not have access to the internet but do have access to cell phones to sell their beautiful products to a global market.
I am a Co-Founder with Todofono.
FJ: For our readers, give a brief synopsis off what your company achieves?
RS: We are, as our motto states ‘Enabling the Global Marketplace’. What this means is we are trying to leverage the power of technology to enable developer world entrepreneurs and artisans to sell their goods on a global market outside of their own countries and even within their own countries. We are not seeking out large exporting companies within the countries as most importers are doing. We are seeking out the people in the remote villages who would otherwise have no access to sell their products. They have the desire but not the means to sell theirs goods. That is until Todofono came along. We are using standard cell phone technology to give these people a chance to connect to the global market.
FJ: Tell me how this works in practice. Suppose that you are an indigenous weaver in a village in Guatemala. What steps would you take to sell your shirt? Shipping can be very expensive in itself.
RS: As of now we have only signed on partners in Guatemala and Nepal. We have seen the excitement they have for the realization that Todofono is an opportunity to live. We have seen the desire to work with us in order to create products that would attract more customers. We are currently in the process of signing on more partners in Nigeria and South America. We will be working with a village in Nigeria of 30,000 people who would otherwise have no outlet for their products. Even within their own country they cannot connect with the people who can purchase their products. Todofono is their answer.
FJ: Can you get even more specific about a project you are doing now?
RS: Todofono is currently working with an organization in Nigeria to support 30 artisans in the area. They have applied for a grant from the eBay Foundation and are currently awaiting feedback. If this goes through Todofono will be the sole outlet for these otherwise isolated villagers. Todofono would provide access to a marketplace not only outside of Nigeria, but also within Nigeria itself. Nigeria is fairly disconnected between those you have and those you have not and there is not a bridge between the two. Todofono will provide that bridge. As I said if this grant does go through then Todofono will help these villagers get on their feet and you can start looking for their products on Todofono and eBay.
FJ: Back in the 90s I spent 3 weeks walking the Himalayas of Northern India. I was in some very remote regions where some people had never traveled beyond their small town. From a World Bank, US AID development point of view, these villages were poor because, essentially, they were outside of the monetary economy. Yet they were rich, in tact cultures, that were completely sustainable and self sufficient. And at the time I was reading Helena Norberg Hodge. The experience, like others I’ve had in the developing world, led me to question existentially our western notion of “progress” and “wealth.” On the way out of our trek, they were building a road that connected the points I had trekked through. At the edge the road I saw a small hut with a TV dish. I looked inside and they were watching the sitcom, Dallas. I know that we need to bridge the gap by connecting the developing world with the Western market. There is no stopping this development. Its influence in traditional cultures can support it or destroy it. What are your thoughts?
RS: First thing to mention is our model does not rely on taking anything away from these developing world entrepreneurs. We have developed a unique model that gives 100% back of the list price of the product to the entrepreneur who listed it. The way Todofono works is we add a small percentage on top of the list price which is paid by the buyer. This is such a nominal amount and this is something we feel people will be willing to pay b/c they know we are not taking something away from the people producing these products. Another thing that is good is it is out in the open. We are telling you about this small fee b/c we want people to know we are not trying to take advantage of anyone. As far as your experience I feel these people have beautiful experiences and crafts that will not be corrupted through our service but will merely be magnified and praised as more people learn about the culture and have an opportunity to connect with people and support them in a way they have never been able to. I should also mention for now we are showing handicrafts, but in the near future Todofono will be selling agricultural products as well. This will extend Todofono’s reach and allow more people to connect to the global market.
