ABSTRACT
The Tambran by Tamara brand was established in 2012 after the founder of the business, Tamara Prosper, participated in the Caribbean Innovation Competition, an international competition and business start-up accelerator for young entrepreneurs. Tamara responded to the shortage of this key raw material by stockpiling tambran seeds when they became available and replacing the tambran seeds with palm seeds when in short supply. Since its establishment, sales had increased steadily, and at the end of 2019, Tambran by Tamara was debt free and had managed to generate a profit. Marketing for the Tambran by Tamara brand initially comprised word-of-mouth by satisfied customers and posts on Facebook promoting the items for sale. Tamara usually handled all the social media activities herself unless she was extremely busy, such as around the Christmas season, when she outsourced social media communication to a local marketing consultant.
