Majid El Jarroudi

Ashoka Fellow
France, Europe
Fellow Since 2010
Adive (Agence pour la Diversité Entrepreneuriale)

IDÉE

Les entrepreneurs issus des quartiers manquent souvent de visibilité et d’accès aux réseaux des grandes entreprises, ce qui écourte l’espérance de vie de leur PME et constitue un obstacle à la promotion de la diversité. Majid El Jarroudi décide de créer une plateforme en ligne qui met en relation des responsables Achats des grandes entreprises (GE) avec ces entrepreneurs des quartiers. En formant, qualifiant et accompagnant les entrepreneurs des quartiers d’une part et en accompagnant et conseillant les GE pour qu’elles intègrent davantage la diversité d’autre part, Majid facilite les relations commerciales entre grandes entreprises et PME des quartiers, et offre de nouvelles opportunités de développement économique pour ces territoires révèlant une nouvelle génération d’entrepreneurs, reflet de la diversité française.

 

IMPACT

En 4 ans, 600 entrepreneurs et 30 GE ont bénéficié des services de l’Adive. Ce sont 200 entrepreneurs qui ont été qualifiés et 35 grands comptes impliqués. L’Adive se développe à l’échelle nationale (régions Nord et PACA en cours) et souhaite à moyen terme s’ouvrir vers d’autres types d’entrepreneurs discriminés (femmes, handicapés…). Une formation universitaire “ Achats & Diversité“ a été créée.

 

QUI EST-IL ?

Issu d’une famille marocaine avec un père boxeur professionnel, il étudie le management, le journalisme et obtient le diplôme de Science Po. Profondément inspiré par la politique américaine en faveur de la diversité, il devient « sérial » entrepreneur dès l’âge de 22 ans et porte la Présidence de Humanity In Action (France).

Citation

This profile was prepared when Majid El Jarroudi was elected to the Ashoka Fellowship in 2010.
The New Idea
Majid is radically transforming the purchase practices of companies by revealing the untapped potential of doing business with underserved entrepreneurs in marginalized neighborhoods. By targeting France’s young generation of procurement officers and connecting them to potential suppliers in these localities, he manages to break down stereotypes, create more competitive and fair business practices, and foster a community of like-minded, diversity-conscious decision-makers. To accelerate this shift, Majid has designed his organization, Agency for Diversity in Entrepreneurship—Adive, as a marketplace where large companies can submit their calls for tenders to entrepreneurs in marginalized neighborhoods and entrepreneurs can promote their services.

Through local networks, Majid identifies and vets a large number of entrepreneurs working in underserved areas and who have the potential to meet the needs of big companies. In addition to opening up new markets to them, he helps the entrepreneurs build capacity and trains them to the specificities of the tendering processes. Among the 200 entrepreneurs on Adive’s platform, one-third has successfully won bids. Furthermore, in a “satisfaction evaluation” 83 percent of entrepreneurs reported being “very satisfied” with Adive’s service and commented that their businesses would no longer exist without Adive. By acting as a bridge between big business networks and an emerging generation of talented, but marginalized, entrepreneurs, Majid’s marketplace strengthens vulnerable communities by building sustainable local companies, creating employment, opening up economic opportunities, and developing positive role models for youth.

Within a year and a half, Adive has had a tremendous impact on the business practices of 35 leading companies, who have purchased over 500,000 Euros worth of goods and services from companies they would have previously overlooked and undervalued. More recently, European Aeronautic Defence and Space Company N.V. (EADS) decided to dedicate 50M EUR (US$70.644M) in purchase from the entrepreneurs supported by Adive. Starting with the 40 largest firms in France, Majid is fostering a world where all companies have the intuition and reflex to choose their suppliers among entrepreneurs from marginalized and underprivileged backgrounds, while still maintaining competitiveness.
The Problem
The Strategy
The Person

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