8
Mr. Boye-Doe in the middle with Mr. Zac Bentum, Managing Director with other Executives and Shareholders. Exim News www.eximghana.com July 2015 Ghana’s leading credit guarantee Company, Eximguaranty Company Ghana Ltd, has held its 14th Annual General Meeting at its Head Office in Accra on June 25, 2015. In attendance were Shareholders, Executives and Board Members of the Company. In his address to Shareholders, Mr. Andrew Boye-Doe, a Board Member of Eximguaranty, who chaired the occasion, in the absence of the Board Chairman, welcomed Shareholders to the meeting and outlined the performance of the Company as though not meeting expectation nonetheless reflected the true situation of the general economic conditions of the Country. He noted 2014 as a challenging year that affected the Company’s revenue and profit when compared to 2013 performance. Mr Boye- Doe said “Non-performing loans (NPL) ratio of the banks increased to 5.6% from 4.6% in 2013. Bank of Ghana increased its monetary policy rate to close year end at 21% from 16% in January 2014. During the year SME access to credit and loans were tightened by the banks. All these factors directly affected our core business.” He noted that despite the effects of the energy crisis and significant reduction in Banks loans to SMEs, Eximguaranty’s total guarantee issued in 2014 increased by 37% over the 2013 out turn to GHC 47, 479,138.00. The Company also registered modest profit for Shareholders though total revenue compared to 2013 declined by 16% to GHC 6, 203,527. He assured Shareholders of robust measures and strategies put in place to grow the Company’s revenue and profitability in 2015, noting that the challenges still persist. Mr. Boye-Doe said with ‘anticipated easing of credit by the banks to both enterprise and household, coupled with our renewed collaboration with EDAIF and USAID/ FinGAP we expect an improvement in 2015’. The Chairman also informed Shareholders about the Presidential Taskforce currently Exim guarantees GH¢47.5m of credit to SMEs- Highlight of 2014 AGM working to establish the Ghana EximBank of which ‘our Company, Eximguaranty, is one of the three (3) institutions to be integrated’. Mr. Boye-Doe also used the opportunity to congratulate Shareholders for a successful celebration of the Company’s 20th anniversary. He thanked Management and Staff of the Company for their dedication and commitment to duty and ‘reassured Shareholders of the Board’s resolve to protect and improve the Guarantee Fund, whilst at the same time ensuring we achieve our aim of supporting our SME clients’. ‘‘ To win without risk is to triumph without glory”- Pierre Corneille

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Page 1: July 2015 - Eximguarantyeximghana.com/.../newsletter/EximNewsletterJuly2015.pdfJuly 2015 Ghanas ’ eal dni g credt iguarantee Company, Eximguaranty Company Ghana Ltd, has held its

Mr. Boye-Doe in the middle with Mr. Zac Bentum, Managing Director with other Executives and Shareholders.

Exim Newswww.eximghana.com

July 2015

Ghana’s leading credit guarantee Company, Eximguaranty Company Ghana Ltd, has held its 14th Annual General Meeting at its Head Office in Accra on June 25, 2015. In attendance were Shareholders, Executives and Board Members of the Company.

In his address to Shareholders, Mr. Andrew Boye-Doe, a Board Member of Eximguaranty, who chaired the occasion, in the absence of the Board Chairman, welcomed Shareholders to the meeting and outlined the performance of the Company as though not meeting expectation nonetheless reflected the true situation of the general economic conditions of the Country.

He noted 2014 as a challenging year that affected the Company’s revenue and profit when compared to 2013 performance. Mr Boye- Doe said “Non-performing loans (NPL) ratio of the banks increased to 5.6% from 4.6% in 2013. Bank of Ghana increased its monetary policy rate to close year end at 21% from 16% in January 2014. During the year SME access to credit and loans were

tightened by the banks. All these factors directly affected our core business.”

He noted that despite the effects of the energy crisis and significant reduction in Banks loans to SMEs, Eximguaranty’s total guarantee issued in 2014 increased by 37% over the 2013 out turn to GHC 47, 479,138.00. The Company also registered modest profit for Shareholders though total revenue compared to 2013 declined by 16% to GHC 6, 203,527.

He assured Shareholders of robust measures and strategies put in place to grow the Company’s revenue and profitability in 2015, noting that the challenges still persist. Mr. Boye-Doe said with ‘anticipated easing of credit by the banks to both enterprise and household, coupled with our renewed collaboration with EDAIF and USAID/ FinGAP we expect an improvement in 2015’.

The Chairman also informed Shareholders about the Presidential Taskforce currently

Exim guarantees GH¢47.5m of credit to SMEs- Highlight of 2014 AGM

working to establish the Ghana EximBank of which ‘our Company, Eximguaranty, is one of the three (3) institutions to be integrated’. Mr. Boye-Doe also used the opportunity to congratulate Shareholders for a successful celebration of the Company’s 20th anniversary.

He thanked Management and Staff of the Company for their dedication and commitment to duty and ‘reassured Shareholders of the Board’s resolve to protect and improve the Guarantee Fund, whilst at the same time ensuring we achieve our aim of supporting our SME clients’.

‘‘To win without risk is to triumph

without glory”- Pierre Corneille

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A Publication of Eximguaranty Company Ghana Limited P. O. Box 18543 Accra.Tel:+233 0302 - 768763-4www.eximghana.com

All Rights Reserved 2015

Mr. Zac Bentum

Our VisionTo play a leading role in the emerging credit guarantee market.

Our MissionTo facilitate the flow of credit to SMEs by providing credit guarantees and general financial risk management solutions. We will achieve this by using innovative instruments and highly motivated staff while providing a return to our shareholders.

Core ValuesProfessionalism:

Timeliness, Efficiency, Integrity and Credibility are our hallmarks

Communication:We believe in Transparency and Free-flow of information

Team Work:Our strength will be derived from continued co-operation, Tolerance and Mutual respect for all

Customer Care:Customer satisfaction is the heart of our Business

Responsibility:Our common responsibility lies in the efficient use of resources, protection of our values and image and in strong employee loyalty and high confidentiality standards

Products & ServicesSMEs can access these Exim products and services through their banks and financial institutions:

§ Credit Guarantee covers for Financial Institutions § Credit Guarantee for refinance § Local Credit Line Guarantee for Micro Finance

Institutions § Credit Guarantee for Micro- Mutual Groups or

Associations. § Credit Syndication Guarantee § Group Credit Syndication Guarantee § Credit guarantee cover for pre and post-

shipment export § Machinery Credit Guarantee § Insurance cover for export proceeds

SMEs/Entrepreneurs may walk into an Exim office for the following:

§ Bid Bonds/Tender Security § Advance Payment Guarantee § Advance Mobilization Guarantee § Seed Fund Guarantee

FROM THE DESK OF THE MANAGING DIRECTOR

Dear Reader,

It is my pleasure to welcome you to the second edition of Exim News.

Many developments have occurred over the past six months. These developments have had various levels of impact on both our economy and businesses.

Recognising the critical role SMEs play in growing the Ghanaian economy, Exim continues to partner with Financing Institutions and other key stakeholders to assist SMEs particularly in the areas of agriculture, construction and manufacturing sectors.

In 2014, Exim guaranteed GHS 47.5m worth of credit to SMEs in various sectors of the economy to enable them to undertake various economic activities. Through Exim’s direct support and interventions various SMEs were able to grow and expand their businesses, create jobs for the youth and thereby contribute to Ghana’s overall GDP. Our commitment to promote the development of the agric sector still remains. About 43% of our total guarantees issued in 2014 went into supporting agriculture related projects worth about GHC 103 million. As a country, we need to increase our overall support to this critical sector that does not only feed the nation but employs thousands of Ghanaians and generate substantial foreign exchange for the Country. The agric sector has not seen the needed financial investment due to perceived risks, thereby affecting the sector’s overall contribution to GDP over the years. Our current partnership with USAID-Financing Ghanaian agricultural project (FinGAP) is an innovative model to address this deficit in agric financing. It is our expectation that the Banking industry will support this partnership to make this project a reality for Ghanaian businesses operating in the agric sector.

The recent depreciation of the Ghanaian Cedi calls for policy initiatives that strengthen Ghanaian businesses and promote export trade especially by way of cheaper and easier access to credit through innovative instruments like Credit Guarantees. We believe that the government’s intention of establishing the Ghana Exim Bank will go a long way to expand the support base of SMEs and consolidate our economy.

The government has recently initiated a lot of investments to facilitate infrastructural development nationwide. These investments will accelerate key activities in the Construction industry. The Construction industry is a major contributor to Ghana’s GDP. Exim’s support and commitment over the years to the construction industry remains robust. We will provide required customized products to support various bids and performance guarantees of Contractors to support their businesses. We are well positioned to deepen our engagement with key players in the Industry for our mutual benefit. Ghana stands to gain from our collaboration as both contract awarding agencies and contractors receive the needed financing guarantees to drive various developmental projects.

On behalf of the Board, Management and Staff, I will like to thank all our Partners for their support as together we support the businesses of SMEs in the interest of developing our Country.

Thank you.

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Movement

Mr. Ebenezer Osam-Tewiah joined Exim in 1998 as a Project Officer. He was appointed Deputy Head of Operations in January 2009 and subsequently made the Head of the newly created Credit Risk unit in July 2009. As the first Head of the unit, Senior OT, as he is affectionately called, was instrumental in the formulation of procedures and standards that strengthened Exim against exposures. He was responsible for the risk portfolio of all the three offices of Eximguaranty and executed his duties meticulously.

At a farewell lunch held in his honour at the African Regent hotel on May 11th 2015, the Managing Director, Mr. Zac Bentum, after presenting a special Award to ‘OT’, expressed the Company’s appreciation for his hard work and dedication to the company over the past seventeen years. Other staff members paid glowing tributes of his work ethics and ‘fatherly’ relationship with Staff. Mr Osam was accompanied to the ceremony by his wife, Mrs. Osam Tewiah, daughter and friend.

Faustina Naa Borley Togobo joined the Exim team effective April 15th as Front Desk Officer. She holds a BSc in Human Resource Management from the Central University College.

Naa Borley has over three years experience in front desk management. Until her appointment, she was the Front desk executive at the Coca-Cola Bottling Company Limited

Faustina joins Exim

Ebenezer Osam-Tewiah Retires

The Association of African Development Finance Institutions (AADFI) held its 41st Ordinary General Assembly Meetings, Inaugurated new Head Headquarters Building and commemorated its 40th Anniversary. The events took place at the Sofitel Hotel Ivoire Abidjan, Republic of Cote d’ Ivoire from May 25 to 27, 2015.

Eighty (80) delegates from forty-six (46) member and partner-institutions observers participated in the 41st Ordinary General Assembly of AADFI.

The official Opening Ceremony was presided over by the Ivorian Minister Responsible for Finance and Economy, Mrs. Niale Kaba in the presence of the Representative of the President of the African Development Bank, Mr. Stefan Nalletamby, Director, Financial Sector Department of the Bank.

The Commemoration of the 40th Anniversary and Inauguration of the AADFI new Headquarters Building recorded the presence of personalities including the Minister of Transport of Cote d’ Ivoire ,Honourable Gaoussou Toure, who also presented the AADFI Awards to the deserving winners. While the Representative of the Minister of Foreign Affairs, Mr. Ouattara Tamakolo unveiled the plate of inauguration of the new Headquarters. Representatives of some Diplomatic Missions and Countries in Cote d’ Ivoire were also present.

The 41st OGA adopted 16 critical resolutions reflecting the AADFI member-institutions’ commitment and eagerness to ensure the sustainability of the Association.

Mr.Zac Bentum, Managing Director of Eximguaranty Company Ltd and a member of the Executive Committee of AADFI was also present at the Forum.

Also in attendance was Mr. Adu Kwaaku Tabi, Manager of the Takoradi Office.

Group photo at the AADFI 41st OGA

Mr. Osam Tewiah (Right) displays his gift and citation received from Mr. Bentum (Left)

Mrs. Faustina Togobo

Success seems to be connected with action. Successful people keep moving. They make mistakes, but they don’t quit”

– Conrad Hilton

‘‘

AADFI HOLDS ITS 41ST ANNUAL GENERAL ASSEMBLY MEETING

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The Government inched closer to the establishment of an export-import (EXIM) bank in the country when a Task Force set up to work on the modalities presented its report to President John Dramani Mahama at the Flagstaff House yesterday. Details of the report were not made known, but the President said it would be put before the Cabinet shortly for discussions and approval.

Plans to set up a Ghana Exim Bank was originally contained in the government’s 2015 Budget and financial Estimates presented in late 2014.As a follow- up, the President in February this year set up the task force chaired by Lionel Van Lare Dosoo, the Chair of Ecobank Board of Directors. He however passed away before the task force could complete its work and was replaced by Mr. Steve Williams, a banker.

Mr. Steve Williams presenting the report to President Mahama

Justmoh Company Limited

Crossword Puzzle

Anthony Dwumah April

Solomon Allottey April

Dominic Ansah April

Yayra Dunyo May

Faustina Gyan May

Peter Donibo May

Joyce O. Arthur June

Isaac Akyen June

Z   N   S   D   N   O   B   B   I   D   D   G   U   A   R   A   N   T   E   E   T   I   D   C  E   O   F   P   E   R   Y   T   E   N   T   I   O   N   S   W   O   I   W   I   L   P   F   G  N   I   A   B   C   D   L   F   G   E   E   T   N   A   R   A   U   G   T   I   D   E   R   C  I   T   C   R   E   D   P   H   I   J   K   L   M   N   O   Y   Z   H   M   E   N   R   C   E  L   A   S   D   E   E   P   F   U   N   D   E   F   L   O   E   R   T   L   Z   O   F   N   H  T   S   A   E   B   C   U   P   D   Q   R   S   T   I   P   E   P   G   L   A   I   O   A   I  I   I   S   U   V   F   S   W   X   G   H   I   C   W   S   D   E   F   S   C   T   R   M   L  D   L   M   A   Z   T   L   E   F   G   H   R   I   C   K   W   Z   N   C   V   A   C   E   F  E   I   E   T   F   E   A   R   Q   M   I   N   O   P   C   S   T   O   U   L   C   H   R   Z  R   B   N   T   O   S   I   R   P   Q   P   A   Y   M   E   N   T   I   G   C   I   S   Q   F  C   O   I   L   O   C   R   E   T   E   I   O   N   C   H   I   O   T   T   R   D   S   T   S  L   M   L   S   S   E   E   D   F   U   N   D   V   Y   W   X   Y   N   Q   O   N   J   P   D  A   D   V   A   N   C   T   P   O   N   A   T   R   A   S   A   D   E   M   R   D   E   E   S  C   E   F   S   E   E   A   C   Q   U   I   S   A   T   I   O   T   T   P   A   Y   M   E   N  O   T   C   H   G   F   M   A   C   H   I   N   E   R   Y   C   R   E   D   I   T   I   N   O  L   C   R   E   D   I   T   P   L   A   Y   U   W   V   T   D   E   R   D   I   T   Z   T   B  P   E   R   F   O   R   M   A   N   C   E   G   U   A   R   A   N   T   E   E   I   H   R   D  R   E   V   U   W   Y   P   E   D   Z   G   H   O   I   L   M   N   P   E   E   D   M   N   I  S   E   E   F   M   A   N   C   D   E   R   G   H   Z   Q   R   S   T   S   T   E   Z   Q   B  T   N   E   M   Y   A   P   E   C   N   A   V   D   A   P   E   R   F   E   C   C   R   F   S  R   E   T   E   N   I   S   D   N   O   B   D   I   B   O   N   D   N   U   F   C   R   E   T  

JUSTMOH receives Award from HELABA Business HELABA Business, a German financial institution that gives credit and loans to SMEs, has conferred a special Award on Justmoh Construction Limited for ‘Outstanding Performance’ in honouring its credit obligations over the years. The Award ceremony took place at the Holiday Inn in Accra at the 2014 Helaba Business Excellence Awards.

Justmoh is one of Exim’s celebrated, class ‘A’ Client having recently received the ‘ Most Promising Client Award’ during Eximguaranty’s 20th Anniversary.

Mr Justice Amoh , Managing Director of Justmoh Construction, receiving

his Special Award from Mr. Jorg Hartmann, Bank Director of HELABA.

EXIM PRODUCTS

ADVANCE PAYMENT MATERIAL SUPPLY

BID BONDS PERFORMANCE GUARANTEE

CREDIT GUARANTEE RETENTION

CREDIT SYNDICATION SEED FUND

LOCAL CREDIT LINE MACHINERY CREDIT

It had representatives from the Association of Ghana Industries, the Export Finance Company, the Eximguaranty Company, the Ghana Export Promotion Authority EDAIF, the Federation of Ghanaian Exporters, the Bank of Ghana, The Ministry of Finance and the Attorney -General’s Department.

ObjectiveThe government plans to use the Bank to strategically position Ghana as an export –led economy.

The Ghana Exim Bank, according to the government was expected to be a vehicle for the consolidation of the current export finance activities of the Export Development and Agricultural Investment Fund (EDAIF), the Eximguaranty Company and Export Finance Company.

Task Force on Exim Bank Presents Report

Identify key Exim Products in this maze

Please send completed puzzle to [email protected]

Leadership is a potent combination of strategy and character. But if you be without one, be without strategy”.-

Norman Schwarzkopf

Develop a passion for learning. If you do, you will never cease to grow ”.-

Anthony J. D’ Angelo

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‘‘

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Exim Signs Agreement with FinGAP

USAID-Financing Ghanaian Agriculture Project (USAID-FinGAP) has reserved an amount of USD 500,000 as grant to Eximguaranty Company Ghana Limited (Exim Ghana) to subsidize the cost of credit guarantee premiums on loans from financial institutions to agribusinesses in the rice, maize and soy value chains. The fund will serve as collateral substitute to help agribusinesses secure financing while reducing the risk for the financial institutions. The two organizations have signed an agreement to this effect.

Wilhemina Mills January

Frank Oduro January

Irene Okae February

Zac Bentum February

Esther Keyenso February

Priscilla Budu March

Evelyn Abeka March

Bernard Addo-Asah March

Solomon Duah March

Anthony Dwumah April

Solomon Allottey April

Dominic Ansah April

Yayra Dunyo May

Faustina Gyan May

Peter Donibo May

Joyce O. Arthur June

Isaac Akyen June

Cheers! 1st Half Birthday celebrants

The InterviewReaching the end of a job interview, the Human Resources officer asks a young engineer fresh from the Massachusetts Institute of Technology, “and what starting salary are you looking for?” The engineer replies” in the region of $125,000 a year, depending on the benefits or package” The interviewer inquires, “well , what do you say to a package of five weeks vacation, 14 paid holidays, full medical and dental, company matching retirement fund to 50% of salary, and accompany car leases every two years, say a red Corvette?” The engineer sits up straight and says “wow! Are you kidding? The interviewer replies “yeah, but you started it”.

Loving HubbyWife: “How would you describe me?”

Husband: “ABCDEFGHIJK”

Wife: “What does that mean?”

Husband: “Adorable, beautiful, cute, delightful, elegant, fashionable, gorgeous and hot’.

Wife: “Aw, thank you but what about IJK?”

Husband: “I’m just kidding!”

Exim LOL

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14Th Ghana Banking Awards The 14th Ghana Banking Awards has been slated for the 29th August at the Labadi Beach Hotel, Accra. The theme for this year’s awards is “Identifying and Rewarding Excellence in the Banking Services Proposition’. The Awards as usual is expected to celebrate the role of Banks in the socio –economic development of the country.

Ecobank And Oldmutual PartnershipGhana’s biggest bank, Ecobank Ghana has joined forces with the local subsidiary of the biggest insurance company in Africa, OldMutual Ghana Limited to help boost insurance penetration in Ghana. The two financial giants have established what they called the Ecobank-OldMutual Bankassurance service, which allows Ecobank customers to buy any of OldMutual’s insurances products at all Ecobank branches across the country.

GCB Distributes Solar Lamps To ShareholdersGCB Bank Limited has intervened in the energy needs of its shareholders by providing them with solar lamps to mitigate the effects of the energy situation facing the country..About 2,500 of the solar lamps, branded in the GCB colours of amber and black with the logo were distributed among shareholders of the Bank at its Annual General Meeting (AGM) held in Accra recently.

NIB Supports June 3 VictimsAs part of its Corporate Social Responsibility to support the state assist the June 3 fire and flood victims, NIB has donated an amount of One hundred thousand Ghana Cedis (GH¢100,000.00) to the National Disaster Management Organization (NADMO). The donation to NADMO is to supplement government’s efforts to assist and rehabilitate the June 3 disaster injured victims and dependents of the deceased.

Industry tit-bits

Inflation rate for June 2015 17.1%BOG policy rate 22%BOG FOREX RateUSD 3.2528GBP 5.0721EUR 3.543991 Day T-bill 25.18%182 Day T-Bill 25.87%1 year Note 22.50%2 Year Note 23.00%

Ghana’s total public debt as at May 2015 is GH¢89.5 bn Compiled as at July 2015

Source BOG and GSS

Facts and Figures

The era of automation brought with it the necessity to own urban information technology hardware and software. These IT tools have facilitated communication, research and data gathering creating a network of information system to the benefit of organizations worldwide.

The Internet has revolutionized the way that many companies do business. However, internet use is not without its risks. Cybercrime is on the rise and its potential consequences can be disastrous for both the individual and the organizational victim.

Internet security is an increasing problem, and there are a number of computer crimes to which an organization may be susceptible if sufficient security measures are not in place. However, an enterprise can make cybercrime more difficult and thereby become a less desirable target. In the end, however, it is important to remember that no computer that is connected to the internet is completely secure. For many businesses, not using the internet is poor corporate strategy. Therefore, internet security must be taken into account in the enterprise’s strategic plan and sufficient resources given to maximizing the system’s security.

Keywords Cyber Crime; Encryption; Enterprise; Firewall; Hacker; Risk; Security; VirusThe Internet has become an integral part of many lives in the industrialized world of the twenty-first century. One can communicate with friends and family almost instantaneously through e-mail and pass along text messages as well as documents, photographs, and audio/video clips. The Internet also provides an inexpensive way to connect people together at short or long distances for voice conversations and even allows people to see each other while talking. One can shop and compare costs and features of products or can gather information to better understand a medical condition or other topic of interest.

One can book hotel rooms as well as airline tickets. Banking, grocery shopping, and purchasing sports and theatre tickets can all be done online. The proliferation of information on the Internet makes it possible to research and compare similar products and features as well as obtain the best price available on electronics, furniture, books, and more in minutes rather than in hours or days from the comfort of one’s own home.

The Internet has not just made life easier for the individual. These same features make it popular with businesses eager to keep up in the global marketplace and have revolutionized the way that many companies do business. Sometimes organizations use local area networks that link multiple local computers to each other and various peripheral devices, metropolitan area networks that link computers over citywide distances at higher speeds than local area networks, or wide area networks that link multiple computers that are widely dispersed and use high speed, long distance communications networks or satellites to transmit and receive data. However, many companies also use the Internet to do business on a wider scale. The Internet has contributed to the modern trend toward globalization so that businesses no longer operate only locally or nationally, but internationally as well.

Security RiskAlthough the Internet has expanded the capabilities of many businesses, its use is not without risk. Without adequate safeguards in place, networked computers are open to attacks not only from within the company, but from external hackers as well. Breaches of security can affect the validity of data and conclusions, the reliability of processes, and harm not only the organization’s reputation and ability to do business, but the customer’s security and safety as well. Hackers can access sensitive information or alter or corrupt software programs so that they produce invalid results or so that the system becomes unreliable and unusable. The impact of security breaches on the customer can range from false charges on credit cards to unauthorized access to sensitive information or even identity theft of the individuals whose data are contained in the databases. Complete identities comprising birthdates, social security numbers, and credit card and bank account numbers are being increasingly targeted by hackers since they are worth so much more.

Internet Security

To be continued in the next edition

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Ghana’s agric sector plays a critical role in the total development of the Country. The agriculture industry is the highest employment sector in Ghana offering thousands of job opportunities to people and businesses along the various value chains. It also contributes immensely as a foreign exchange earner with respect to exports of produce such as Cocoa, Coffee, Cashew, Pineapple, Pawpaw and others.

Exim recognizes the importance of this sector to the economy of Ghana and therefore provides various support in the form of guarantees such as Credit Guarantee, Advance Mobilization Guarantee, Performance Guarantee and Seed Fund Guarantee to enable actors along the agriculture value chain to access funds from either the Ministry of Food and Agriculture and its agencies or financial institutions to undertake various agriculture projects. The detail of Exim’s support to the agriculture sector 2014 is tabled below:

Quarter No. of Guarantees Issued Amount GH¢

1st 99 3,209,380.83

2nd 55 7,283,524.58

3rd 81 3,796,927

4th 46 6,384,614.50

Total 281 20,674,446.91

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?

Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.

Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.

Branding is, in effect, the creation and projection of a desired overall company image designed to instill trust and create loyalty within a niche targeted consumer base combined with the ability to appeal to a wide variety of demographics, cultures, and

lifestyles without bias.

Defining your BrandDefining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:

§ What is your company’s mission?

§ What are the benefits and features of your products or services?

§ What do your customers and prospects already think of your company?

§ What qualities do you want them to associate with your company?

§ Do your research. Learn the needs, habits and desires of your current and prospective customers. And don’t rely on what you think they think. Know what they think.

IMPLEMENTATION PLANAfter you have successfully defined your Brand, the next critical step is getting your stakeholders (Customers, Suppliers, Distributors, Regulators, the Media, Staff etc) to know and also appreciate the essence of your Brand. To activate this, you have to get the word out by communicating. Here are a few simple, time-tested tips:

§ Get a great logo. Place it everywhere.

§ Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.

§ Integrate your brand. Branding extends to every aspect of your business--how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.

§ Train your Staff and Distributors. Ensure that your Staff and key distributors receive adequate training to deliver on your brand promises and values.

§ Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.

§ Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.

Be true to your brand. Customers won’t return to you--or refer you to someone else--if you don’t deliver on your brand promise. Don’t dress up your offering and raise expectations that result in broken promises, create trust with honest branding — be clear who your company is and be true to the values that drive it every day.

A total of 281 guarantees amounting to GH¢20,674,446.91 were issued to support agric projects worth about GH¢103 million.

It is worth noting that about 43% of the total guarantees issued in 2014 (GH¢47,444,138.00) were in support of the agriculture sector re-emphasizing Exims support to the development and growth of the agriculture sector. Most of the projects supported were in the three northern regions where agric remain a dominant economic activity.

Our quest to support the Agriculture sector has led to an agreement signed by Exim and USAID –Financing Ghanaian Agriculture Project (USAID –FinGAP) which seeks to ensure the flow of credit from financial institutions to SME’s especially in the agriculture sector through credit guarantees. This project is geared towards improving the livelihoods and reducing poverty in the three northern regions by facilitating access to finance by actors specifically in the rice, soy and maize value chain over a five year period.

Basic Branding Tips For Small And Medium Size Enterprises

Exim Increases Support to Agriculture Sector

Page 8: July 2015 - Eximguarantyeximghana.com/.../newsletter/EximNewsletterJuly2015.pdfJuly 2015 Ghanas ’ eal dni g credt iguarantee Company, Eximguaranty Company Ghana Ltd, has held its

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Mr. Boye Doe, Board Member interacting with the Media at the 2014 AGM

Mr. and Mrs. Solomon Duah @ their marriage ceremony Mr. and Mrs. Solomon Duah @ their marriage ceremony

Mr. & Mrs Edwin Togobo at their wedding

AADFI CEO’s Forum, In attendance was Mr. Zac Bentum

Members of the World Bank Tech. Committee on Credit Guarantee.

Exim Staff at Mr. Osam-Tewiah’s farewell lunch

From left- Mr Martin Amenyedzi (NIB), Mr James Baidoo Sagoe (ADB), Mr Zac Bentum (MD, Exim) and Adu Kwaaku Tabi (Manager, Exim- Takoradi Office) at the AADFI OGA in Ivory Coast.

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