Author: Elene Zakashvili
Economic empowerment of women was the main goal of the first digital social enterprise that was opened in Kvemo Kartli. TechGogo — that’s the name of the project that gives women the opportunity to learn digital professions and find employment.
Teona Kavtarashvili, executive director of TechGogo, tells Aprili Media that the idea of creating the enterprise came to her during the covid-pandemic — she was involved in women’s economic empowerment projects and saw that the easiest way for girls and women would be to acquire modern, digital professions.
“I thought there would be less interest, but as it turned out, these women really want changes and want to improve their lives”, – Teona Kavtarashvili.
Kvemo Kartli was chosen for the implementation of the project because of the problems and challenges there, including socio-cultural stereotypes and the need for informal education. Finally, the social enterprise was opened with the support of the European Union and CSRDG (Center for Strategic Research and Development of Georgia).
“The idea was made alive out by the establishment of a social enterprise, in which we were greatly helped by the European Union and CSRDG, whose grant program we won,” Teona tells us.
A social enterprise is a company that engages in economic activity, but its main goal is not to make a profit for owners or other stakeholders, but to have a social impact. A social enterprise, with its business model, tries to solve a specific social problem and has two goals: social and economic.
When creating TechGogo, there were two main components — learning and employment (digital school and advertising agency).
The program included single mothers, representatives of ethnic minorities, and not only women who wanted to improve their lives and learn new professions.
“We have a lot of talented girls who either don’t believe in this, because, unfortunately, they were made to believe that way, or they don’t have the opportunity to develop this talent,” – notes Teona.
Aida Orjuorova, who studied digital marketing with the help of TechGogo, and then got a job in the company’s advertising agency, also speaks about the importance of the program.
“It gives us the means to become successful, free and society-integrated women,” Aida notes and adds: “It can be said that TechGogo changed my life for the better, it gave me the opportunity to become successful in this field. When I started taking the course, I didn’t know anything about digital marketing, but now I can independently manage content, define company needs, etc.”
TechGogo has already trained about 20 women, after which some of them completed internships in different companies, and 5 of them were employed in the company’s advertising agency. Supporting women, giving them opportunities and improving their skills was also the motive behind the creation of TechGogo.
“I think we can live in an environment where we support each other. We can strengthen those people who need it, and we can also feel ourselves as socially needed persons”, says Teona Kavtarashvili.
The concept of a separate social enterprise does not exist in Georgian legislation, therefore, TechGogo is registered as a non-entrepreneurial legal entity, like the vast majority of non-governmental organizations and media. This means that the Russian law adopted by Georgian Dream will also apply to TechGogo.
“It is very embarrassing when you do the work of the country and you are called an agent, a carrier of foreign interests ,” says Teona.
In addition to the fact that the training component of the enterprise depends on grants, according to Teona Kavtarashvili, the activity of the advertising agency was hindered under the law.
“For big companies, the future of cooperation with us is unclear and we are waiting to see how the processes will develop”.
According to her assessment, the state should not prevent the implementation of such projects, but on the contrary, should help them.
“When we do what they are supposed to do, they should be our supporters and support us in empowering our own citizens. Especially in empowering vulnerable groups such as single mothers, abused women, ethnic minorities, etc.”
The training process at TechGogo is now suspended, but negotiations are underway with large companies to allow them to continue their activities.
“We continue to operate as an advertising agency, but we have not received any other grants, because the implementation of projects within the framework of this law is a bit vague.
The law has many ambiguities. We do not know how the state will use this law to its advantage and what additional leverage it will turn this law into. We may be forced to disclose the personal data of our beneficiaries. In addition to the fact that this law hinders the European integration, it also endangers the privacy of many people, or allows them to be marginalized in society,” Teona tells us.
For now, TechGogo, in collaboration with UN Women, still plays the role of a social enterprise. In addition, they provide services to women entrepreneurs at a much lower price compared to the market.
“I believe that in this direction, we, as a business and as an advertising agency, contribute to the economic empowerment of women”, – notes Teona.