PRINCESS HAYA AWARDS 2017 - CATEGORY: BEST INITIATIVE COMPANY: ENABLE SOCIAL ENTERPRISE; INITIATIVE BY Desert Group - Accessabilities Expo
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PRINCESS HAYA AWARDS 2017 CATEGORY: BEST INITIATIVE COMPANY: ENABLE SOCIAL ENTERPRISE; INITIATIVE BY Desert Group
PROJECT IDEA: SUSTAINING SOCIAL PROJECT:
ENABLE; A SOCIAL ENTERPRISE
Deriving our strategies from company’s vision (Enhancing lives is our passion). Since
2006 our management was passionate about solving a challenging social concern within
the UAE; proper societal and workforce inclusion for people with disabilities (especially
cognitive disabilities; the most difficult segment). Therefore the Social Strategy was to
gradually create job opportunities for 32 young UAE NATIONAL PWDs (People With
Disabilities) (since 2006 to date) and prove the success of their ability to work and be
productive employees; which will in turn positively impact their lives.
In 2015, we felt we needed to develop the program and achieve its sustainability. Hence
we adopted the social enterprise model.
The strategy: Financial Sustainability Strategy: transforming CSR Social Initiative to a
financial sustainable module (in 2015 – to date); Social Enterprise; a revenue
generating unit that solves a social problem in which 100% of the revenues are
reinvested back into the unit. Plus in Enable (as an empowering incentive) 15% from
each product sold goes back to the employee who produced it – ENABLE is a home and
garden social enterprise offering a wide range of indoor plant arrangement made by 5
out of 32 PWDS (who reached to a highly functional level due to our intensive in-house
occupational program) are exposed to a well-rounded entrepreneurial program (360
degree toolkit) the goal of this strategy:
1. Create financial sustainability for our CSR program in terms of operations expense.
2. To provide PWD with a financial secured life through a comprehensive entrepreneurial
program that will “enable” them to start their own small startups. (please refer to Enable Flyer
attached) + (please visit Enable Online Store at www.enable.ae)
The innovation lies in using a well practice model international to provide development
for the program and individuals within.
PO BOX 37579 DUBAI. UNITED ARAB EMIRATES
WWW.ENABLE.AE
Enable is a UAE national social enterprise based in Dubai. Enable empowers special young
Emaratis with cognitive disabilities by enrolling them in extensive entrepreneurial program.
The skill set delivered will hopefully "enable" individuals with such special abilities to start their
own retail units and therefore achieve individual financial independence. We offer beautiful
indoor plant arrangements using quality #succulents and #cacti sourced from national and
international well‐known suppliers. Our arrangements are fit as decorative centerpieces in
offices, hotels, & F&B outlets. Each arrangement is carefully branded to communicate the
social initiative. As a social enterprise, 100% of ENABLE products will be used to fuel its retail
operations with 15% of each product sold will go back to the employee who created it to
empower their abilities.
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PO BOX 37579 DUBAI. UNITED ARAB EMIRATES
WWW.ENABLE.AE
IMPLEMENTATION
1. PWD community within the UAE – Reason: challenge in PWD
inclusion within communities especially the cognitive
disabilities & proving that negative stereotypes are wrong and
they are able to perform and be productive within their
communities.
2. Enable Target Market: Beneficiaries of our products (indoor
PROGRAMME plant arrangements). Home owners, offices, hotels and F&B
BENEFICIARIES: centerpieces
3. Corporations; beneficiaries of our PWD corporate inclusion
toolkit. Part of our goals is to ensure creating awareness in
corporate society on how to create a proper inclusion within a
working environment.
4. Management: Create a successful and sustainable transition
(through Enable) which will ensure cost efficiencies.
PROGRAMME
Start: 2006
INCEPTION AND
End: No end date as we mentioned (sustainability is strategy).
TIMELINE:
1. Resources: Manpower (therapist’s daily job is to ensure quality
implementation through daily monitoring and recording of
output (attached reports).
Software Solutions: Programs and software needed to manage
daily recording & instant report generating of predetermined
daily targets. (see attached)
2. Phases: is seen in the working group method (divide daily work
requirements at the nursery and Enable business unit into
IMPLEMENTATION: individual working group. Each working group requires certain
level of skills and capabilities relevant to the existing group of
employees. Each employee is placed in a working group
according to his ability to ensure true productivity.
Implementation Process:
Each day starts (8 am) with assessing job requirements
based on sales orders from nursery and Enable sales
order.
PO BOX 37579 DUBAI. UNITED ARAB EMIRATES
WWW.ENABLE.AE Working groups are assigned, then each working group
is supervised by an administrator responsible of
managing the group (monitoring and recording
output).
At the end of the day (2 pm), performance data is
recorded in the web based program.
Key activities:
A. Nursery Activities Working Groups:
Potting Soil, Blocking of plants, Weeding and Cleaning
Plants and trees, Preparing Sales orders.
B. Enable Business Unit:
Production line of indoor plant arrangements for our
permanent commercial base at Dubai Garden Centre.
Pricing & packaging products.
3. Outcomes & Results:
Business Targets to be Met: Achieve daily business targets for
both operations (nursery targets 20,000 pots to be filled with soil
in preparation for planting) (Enable targets: daily production of
20-30 plants arrangements of different sizes to be supplied to
our point of sale unit.)
Motivational Impact on PWDs behavior: In both units
motivational levels are visible in:
Less negative behavioral incidents (part of the behavioral
rehab program)
Slow but increased level of production.
Parent’s positive feedback of positive behavior at home.
Enable Monetary incentive (15% commission of each product
sold) results in higher level of output.
4. Challenges: Yes, there were many challenges: (in order since
conception date)
How to transfer skill set to PWDs
How to create an inclusive working environment with
minimal risks to both employee and corporation.
How to record and identify ROI to DG.
How to record and monitor individual performances.
How to ensure program development
How to communicate to stakeholders (management,
PO BOX 37579 DUBAI. UNITED ARAB EMIRATES
WWW.ENABLE.AEPWD parents, PWD community, government &
corporations) and use feedback to further development.
How to achieve sustainability in a CSR project.
5. How we overcame challenges:
a. Delivered successfully skill set through a well-crafted
rehab work inclusion program by certified therapists along
with management /business strategy in mind.
b. Inclusive Working Environment: through periodic
awareness seminars for co-employees and management,
identifying areas of risks and creating secure measures to
mitigate those risks (health & safety with Dubai Civil
Defense – In-house H&S department training)
http://www.csrdesertgroup.com/health--safety.html
c. ROI: Short-term: recorded production satisfactory to
company targets. Long-term: Positive Brand Positioning as
a social committed corporations. Open doors of business
opportunities with corporate clients due to the intention of
being a part of this social impact (either by replicating or
sponsoring)
d. Record & Monitor: through simplified targets scheme, we
know what to record daily for each employee. In 2008 we
developed a table and form mechanism in MS Access which
enabled daily recording which later on (2012) was
developed into a web based online system that can be
accessible even through our cell phone so now we can
record daily output easily, and generate instant reports.
(quarterly reports delivered to parents & management)
(see http://www.csrdesertgroup.com/production.html)
e. Program Development: Through records and reports, and
external research (BENCHMARKING) we use the data
collected to conduct performance analysis that helps us
create goals to achieve growth in our social impact. (See
http://www.csrdesertgroup.com/research--development.html)
f. How to communicate: Internally: Newsletters and Email
blasts. Externally through national campaigns, roadshows,
printed media, social media & exhibition. Please see:
http://www.csrdesertgroup.com/national-awareness-campaign.html
http://www.csrdesertgroup.com/social-media.html
http://www.csrdesertgroup.com/exhibitions.html
PO BOX 37579 DUBAI. UNITED ARAB EMIRATES
WWW.ENABLE.AEhttp://www.csrdesertgroup.com/media.html
http://www.enable.ae/pages/social-media
http://www.enable.ae/pages/advocacy-awareness
g. Sustainability: By creating a social enterprise ENABLE
(www.enable.ae)
Program Partners:
MOU: Community Development Authority Dubai Government (media
IMPLEMENTATION
announce attached)
PARTNERS AND KEY
Responsibilities:
ROLES:
Annual monitoring of employee statistics within the company.
Partnering with Dubai government to Co-Chair PWD Advocacy
Committee that aims at driving PWD inclusion within Dubai Corporate
society.
Evaluation is implemented internally:
1& 2. Financial Evaluation: Annually by DGs central financial
department.
Performance Evaluation: CSR head of division in partnership with HR &
CEO goal setting monthly targets.
EVALUATION:
1. Targets are assigned by head of division (CSR & Enable Manager)
and monthly report of target status is reported back to HR & CEO
consecutively. (Attached)
2. Indicators: Monthly ENABLE P&L, Inventory Reports, Revenue
Breakup Reports. Online Web based Performance Monitoring
System (accessibility to reports)
PO BOX 37579 DUBAI. UNITED ARAB EMIRATES
WWW.ENABLE.AERESULTS AND IMPACT
Our Impact is visible: Internally & Externally:
Internally:
32 UAE National PWD Employees: Improved lives by providing them with financial stability
through employment & rehabilitation development through our program crafted by certified
therapist.
Externally:
AWARENESS ROADSHOW
165 visits to schools and corporate entities (Government & Private)
Planted total 2250 fruit trees.
Planted total 309 trees.
Seasonal Plants 4000
Flowers: 1622
http://www.enable.ae/pages/advocacy-awareness
Gallery: http://www.enable.ae/pages/gallery
More Images Attached Flyer
CORPORATE AWARENESS TRAINING SESSIONS
5 Work-placement PWD Inclusion Training Tool Kit Sessions (Dewa, Dubai Chambers, General
Directorate of Residency and Foreigners Affairs Dubai, Healthmart, Eagles LLC)
http://www.enable.ae/pages/advocacy-awareness
PWD STUDENT WORK PLACEMENT TRAINING PROGRAM WITH SPECIAL NEEDS CENTRE
We have been training students from Al Noor Special Needs Centre, Dubai Rehabilitation Centre and
Al Manzil Special Needs Centre.
Total of 70 students
1. Sustainable Impact:
a. Educating Generations: School visits are the best example on sustainability of our impact.
Educating young students on social inclusion by a real life example is a lifetime learned
lesson. Moreover, educating them through face to face interaction on how to plant trees
and arrange plants.
b. Corporate Training: Our impact is visible in exporting our “knowhow” delivering a “how to
toolkit of hiring and including PWD within a working environment. It’s delivered and ready
for application as per trainee employment plan.
PO BOX 37579 DUBAI. UNITED ARAB EMIRATES
WWW.ENABLE.AEii. DEWA
iii. FOREIGN AFFAIRS AND IMMIGRATION
iv. DUBAI CHAMBERS
v. SHARAF DG
vi. DP WORLD
vii. EMIRATES NBD
viii. HEALTH MART
ix. EAGLES LLC
x. GULF TRANSEND
1. Qualitative & Quantitative Measures are recorded respectively by stakeholders feedback form
CFF recorded (attached). Moreover, our impact of any community events and program is
recorded and monitored through our web based program.
Benefit: Re-inforce our brand as a pioneer in PWD empowering National Corporation
(brand positioning) within the Region not only the UAE. Short term & long terms
business benefits, from customer loyalty to major corporate joint ventures due to the
interest in partnering in this social impact. Governmental legal labor law fees
exemptions (company grade A status)
Support Core Strategy: through aligning with our overall vision of “enhancing
people’s lives”. Operating within agricultural sector, our social project operation is
embedded within (planation nursery operations & plant home and garden products)
2. Current Status: operational and with the newly introduced social enterprise in constant
growth due to the commercial practice.
3. Our vision: For Expo2020 :
Transport all 32 employees from DG csr project to Enable (social enterprise to
achieve 100% financial sustainability)
Increase in distribution channels: Vision of creating Stand Alone Business Units (run
and managed by PWDs in the emirate of Dubai by the year 2020)
PO BOX 37579 DUBAI. UNITED ARAB EMIRATES
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