H.E. Nicole Su, Taiwan’s Ambassador to Saint Lucia, Mr. Thomas Leonce, Chairman of the Youth Economy Agency, Mr. Daniel Lee, Chief of the Taiwan Technical Mission in Saint Lucia, Mr. Steven Wang, Project Manager at the Taiwan Technical Mission in Saint Lucia, Ms. Olivia Jn. Baptiste, Project Officer – Training & Development at the YEA, Ms. Stephanie Mathurin, General Manager, National Research and Development Foundation, Ms. Hannah Forde, General Manager of Island Style Tile and Bath, and other Taiwan Embassy and TTM team members, with participants from the Sales and Marketing Training Programme at the graduation ceremony.

(UNION, CASTRIES, SAINT LUCIA – Thursday, October 23, 2025) – One hundred and fourteen young entrepreneurs participated in a Sales and Marketing Training Programme which ended recently on a high note. Of the 120 participants who enrolled, 95% completed the programme, with 114 participants successfully submitting and passing their final projects — qualifying them for the Angel Fund.

A graduation ceremony held on Wednesday, October 15, 2025, at the Finance Administrative Centre in Pointe Seraphine, to recognize the participants’ excellent achievements.

Speaking at the ceremony, H.E. Nicole Su, Taiwan’s Ambassador to Saint Lucia, said empowerment of the youth is a shared vision of Saint Lucia and Taiwan, noting that the establishment of the YEA is an extremely visionary initiative. She added that over the past few months, she has witnessed the YEA’s purposeful efforts aimed at empowering young entrepreneurs and nurturing a culture of resilience and sustainability across the island.

Ambassador Su commended the commitment and dedication of the YEA team for their work in facilitating the participants, and also praised the efforts and collaboration of the National Research and Development Foundation (NRDF) on the programme.
She explained that designing an eight-week programme to equip participants with practical tools and strategies in marketing, advertising, promotion, and sales, is not easy, especially since it takes four years to get a degree on sales and marketing at the university level.

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“If you are really serious about growing your business, these are all tools essential to strengthening your business performance, enhancing your visibility, and unlocking new opportunities,” she told the participants. “Your dedication, creativity and courage to pursue entrepreneurship are brave and inspiring. I have no doubt that the knowledge and skills you have gained will continue to guide you toward even greater success.”

Ambassador Su congratulated the participants and reaffirmed Taiwan’s commitment to continue to working with Saint Lucia in advancing youth women economic empowerment and entrepreneurship.

“With a solid foundation in the knowledge and tools you have gained from this programme, your ingenuity and creative ideas can reach full potential and achieve sustainable growth,” she stated. “You’re not only transforming your own lives, but also becoming powerful drivers of national progress.”

Mr. Thomas Leonce, Chairman of the Youth Economy Agency, told the participants that the graduation ceremony was not only about their achievements, but also their commitment, perseverance and willingness to invest in themselves and their future by completing an intensive journey of learning, skill-building, and growth.

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“This is not just the end of a training programme — it’s the beginning of a new chapter in your entrepreneurial lives,” he said. “Let me also take a moment to welcome and thank our special guests, trainers, facilitators, partners, and supporters who have made this programme possible. Your guidance and contributions have shaped the success stories we are celebrating today.”

Leonce said the programme was designed to equip participants with real, practical skills in sales and marketing — skills that are relevant, in-demand, and aligned with the evolving needs of today’s economy.

“From digital marketing techniques to customer engagement strategies, you have learned how to position products, services — and most importantly, yourselves — in the market with confidence and creativity,” he said.

Leonce explained that today’s market is dynamic and fast-paced, especially for products and services that are made available to a global audience. He reminded the participants that they are now equipped with tools that can change their lives. Whether they choose to start their own business, join a company, or build their personal brand, he urged them to remember that the skills they have gained are powerful assets.

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“But with those assets comes responsibility,” he cautioned. “Use them with integrity, with purpose, and with the mindset of a lifelong learner. Don’t stop here. Keep pushing your limits. The world of sales and marketing is dynamic and competitive, but it is also full of opportunity for those who are bold, adaptable, and committed to growth.”

Earlier this year, the YEA embarked on the Sales and Marketing Training Programme, recognizing that while many young entrepreneurs have excellent products and services, they often face challenges in effectively promoting and selling them.

Ms. Olivia Jn. Baptiste, Project Officer – Training & Development at the YEA, explained that through day-to-day interactions with clients, it became evident that several entrepreneurs lacked the confidence and skills to proactively market their businesses.

“Too often, we found that many were waiting for customers to come to them instead of taking active steps to go out and find customers — to build relationships, attract attention, and truly sell their value,” she said. “We also noticed that without a solid foundation in sales techniques and marketing principles, many businesses faced limited growth potential. That’s why the YEA partnered with the NRDF to deliver this practical, hands-on training programme designed to help entrepreneurs enhance their sales performance and business visibility.”

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The programme’s overall objective was to train and up-skill 60 young entrepreneurs in sales and marketing strategies. However, the YEA received over 250 applications, and eventually expanded the training to accommodate 120 participants across four cohorts.

Training ran from April 28 through September, with participants completing 32 hours of engaging, virtual sessions. Classes were held twice weekly — Mondays and Wednesdays for Groups 1, 2, and 4, and Tuesdays and Thursdays for Group 3. The training attracted participants from across all districts, with the highest representation coming from Castries (49 participants), accounting for nearly half of the total cohort. The gender breakdown of participants shows a significant imbalance, with 79% female and 21% male. Throughout the sessions, participants explored key areas such as:

• The difference and relationship between sales and marketing, and how both drive business growth;
• How to apply the 4Ps — Product, Price, Place, and Promotion — to position their businesses competitively;
• Analyzing customer needs and behaviours to develop targeted marketing strategies;
• Developing strategies to convert leads into sales;
• Mastering sales techniques such as persuasion, negotiation, and closing; and
• Using advertising and digital marketing to build brand awareness and drive business growth.

Participants were tasked with an exciting final project — applying the AIDA Model (Attention, Interest, Desire, and Action) to a real product or service. They were asked to develop a project that demonstrated how to attract attention, create interest, build desire, and inspire action — for a product or service from their businesses, the essence of effective marketing. Recipients of the AIDA Excellence Award for the Sales and Marketing Training Programme are:

• Cohort 1 – Nick Jacob
• Cohort 2 – Anneta Henry
• Cohort 3 – Sherphyl Emmanuel
• Cohort 4 – Dalya Calixte

Participants who successfully completed the programme and submitted their projects became eligible for the Accelerated Growth Angel Fund of EC$1,000.00 to support their business growth, made possible through the generous support of the Government of Taiwan.

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Jn. Baptiste said it was encouraging to note that many of the participants have already begun applying what they learned during the training, by implementing new marketing strategies, refining their brands, and seeing results in their businesses.

“You stayed the course, showed up, and invested in your personal and business growth,” Jn. Baptiste said in her congratulatory message to the participants. These certificates you will receive today are internationally recognized, and they represent not just your hard work, but also your potential.”

She added: “Use this as a stepping stone — to advance academically, to expand your business, or to take your next bold step forward as an entrepreneur. Remember: your business will grow at the pace of your willingness to learn, adapt, and take action.”

The feature address was delivered by Ms. Hannah Forde, General Manager of Island Style Tile and Bath, who commended the participants for their commitment and dedication towards upskilling themselves through the programme. She encouraged the participants to always remain vigilant about the changing market situations so that they remain competitive.

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“In a world where change is constant, effective sales and marketing strategies are crucial,” Forde explained. “The sales and marketing strategy you employed a year ago, some of them don’t even apply now. So you have to be agile and stay up-to-date with what’s happening, and this is just a testament of your commitment to that.”