Planting Seeds, founded by Stephanie Pemberton in Trinidad & Tobago, began as a television-format show that gave entrepreneurs a platform to pitch their business ideas, gain mentorship, and receive investment opportunities. The show highlighted the creativity and potential of local entrepreneurs while addressing challenges small businesses face, such as limited access to capital, mentorship, and regional market knowledge.
As the Caribbean business environment evolved, especially during the COVID-19 pandemic, Planting Seeds recognized the need to pivot to a digital model. This pivot led to the creation of an online marketplace and digital platform, designed to:
Digitally onboard MSMEs and showcase their products.
Provide tools for online sales, inventory, and financial management.
Enable cross-island and regional business connections.
By moving to a digital-first approach, Planting Seeds increased accessibility and inclusivity, particularly for rural entrepreneurs and underserved business owners who previously lacked access to mentorship and market opportunities.
The Role of DIAF
The Digital Impact Advisory Fund (DIAF) played a central role in Planting Seeds’ transformation. DIAF is a grant and advisory program managed by DAI, in partnership with the Inter-American Development Bank (IDB) Lab, with a mission to help Caribbean MSMEs digitally transform and scale.
DIAF’s Support Includes:
Grant Funding – covering a portion of costs for digital platforms, software upgrades, operational expansion, and marketing.
Technical Assistance – guiding MSMEs in implementing digital tools effectively and efficiently.
Capacity Building – training staff and entrepreneurs in digital literacy, e-commerce, and operational management.
DIAF specifically supports initiatives that:
Introduce digital platforms for sales, payments, and supply chain management.
Implement automation tools like CRM, ERP, or POS systems.
Improve cybersecurity and data management.
Expand market access and regional trade opportunities.
In essence, DIAF functions not just as a funding source but as a strategic partner, ensuring that Caribbean MSMEs are prepared to adopt, implement, and sustain digital solutions.
Grant Funding & Digital Transformation Initiatives
With DIAF support, Planting Seeds was able to execute a multi-faceted transformation strategy:
Human Capital Development
Hired and trained a team to onboard MSMEs, especially from rural or underserved areas.
Provided workshops on digital payments, e-commerce best practices, and inventory management.
Digital Platform Upgrades
Enhanced software to support digital transactions, accounting, and marketplace functionality.
Added Spanish-language support to expand reach across the Caribbean.
Introduced new features to improve the user experience and operational efficiency for MSMEs.
Regional Expansion
Extended operations beyond Trinidad to neighboring Caribbean islands.
Marketing campaigns and partnerships enabled cross-island access for products and services, increasing regional market opportunities.
Entrepreneurial Empowerment
Focused on including women-led, youth-led, and rural businesses.
Enabled entrepreneurs to develop digital literacy and business skills, creating long-term capacity for growth.
Results & Impact
The DIAF-supported digital transformation led to measurable outcomes:
SMEs Onboarded: Increased from ~50 before the grant to 500+ entrepreneurs within one year.
Regional Reach: Expanded from Trinidad-only to three Caribbean islands, broadening market access.
Platform Capabilities: New features for financial management, digital payments, and marketplace operations.
Entrepreneur Empowerment: Rural and minority-owned businesses gained digital skills and improved competitiveness.
Why This Matters
Planting Seeds illustrates the transformative impact of grant-funded digital adoption:
Scalability: Combining technology and human support allows businesses to grow sustainably.
Inclusion: Grants help rural, women-led, and Spanish-speaking entrepreneurs participate in the digital economy.
Efficiency: Automation frees time and resources, improving business operations.
Market Reach: Digital platforms enable regional and cross-border access.
Skill Development: Entrepreneurs acquire lasting digital skills for ongoing business growth.
DIAF’s support shows that grant funding is not just financial assistance. It’s a strategic partnership enabling digital adoption and sustainable growth.
Conclusion
The Planting Seeds case study demonstrates that digital transformation + targeted grant funding = sustainable growth. By leveraging DIAF’s funding and advisory support, Planting Seeds was able to scale its platform, empower hundreds of MSMEs, and expand regionally, illustrating the power of digital tools to transform Caribbean MSEs.
Want to learn more about how Planting Seeds grew? Listen to our podcast.
