Joadre Network

Joadre Network: Use your style to prevent human trafficking!

Vienna, AustriaLagos, Nigeria
Year Founded:
Organization type: 
for profit
Project Stage:
$250,000 - $500,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Human trafficking is fueled by unemployment, ignorance of vulnerable groups as well as of consumers. We connect empowered garment-makers to designers, retailers, and restructure distribution to mobilise consumers and give them a broad choice to buy fair fashion at fair price.

WHAT IF - Inspiration: Write one sentence that describes a way that your project dares to ask, "WHAT IF?"

What if factory garment-makers could afford the clothes they produce?
About Project

Problem: What problem is this project trying to address?

Human trafficking greatly affects many counties, like Nigeria, where over 100.000 women have been enslaved as prostitutes on the streets of Europe. Most of these victims had learned basic tailoring but the necessary resources to launch a business or get a job was not available. Vulnerable persons live below 2$/day to produce cheap goods/services for consumers. Both ignorant about the relation of their consumption to trafficking.

Solution: What is the proposed solution? Please be specific!

We are establishing a fair garment production franchise network for tailors in trafficking affected regions. Then we connect their services to designers and retailers ready to utilise the advantage of short-lead and budget production. And finally build a direct-to-consumer distribution and communication strategy to Increase consumers awareness for fair fashion and about human trafficking. Cooperate site.


Nominations by SozialMarie and the Viennese Business Agency on social entrepreneur.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

Shaki, 21, joined our production in November 2014 with basic sewing skills. In February 2015, she launched the first production franchise cell, now managing 3 workers. Further 4 franchise cells have been launched so far! With Shakis limited financials to set-up a production workshop, our pre-equipped space with all necessary machinery, fabric stockings, equipments plus ongoing contracts, makes a business launch/growth possible. And hundreds of women like Shaki can launch and/or develop cells too. Primary activities include; A) launch of franchise cells network, B) connecting designers/labels and retailers to give contracts, C) building an effective direct-to-consumer sales model and D) awareness raising to build a solidarity network.

Impact: What is the impact of the work to date? Also describe the projected future impact for the coming years.

Launch of 5 franchise units creating jobs for 15 women and opportunity for further 11 family members. Awareness raising has engaged over 60T people though our 7T plus social media community. We have a local designer label read to produce their next seasons collection within our garment-makers network. Being able to expand our concept to a direct-to-comsumer sales model and win local designers/retailers to utilise our production network allows us to offer a broad consumers choice of trendy fair fashion at fair prices, making us competitive. We intend to replicate our model in a other trafficking affected regions and target a new consumer market, therefore allowing us to expand our impact to prevent human trafficking.

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

The European textile industry generates about 350billion $ yearly and has the potential to reduce vulnerability of Nigerian women to trafficking by over 50%, but so many factors have to play together. Therefore our strategy is to connect these factors and spread our model through ambassadors promoting our vision. Ambassadors are people already active in the fashion industry (formal & informal) and those creating fair income in our target regions. We would build a network that connects all these resources targeted towards diverting only 10% of the yearly revenues to fairly produced fashion.

Financial Sustainability Plan: What is this solution’s plan to ensure financial sustainability?

Our business model is designed to generate revenues on a long-term. For the initial set-up, start-up and growth phases, we consistently seek regional business development aids and new investors. Revenues are generated as follows: 1.)B2C sales of fashion goods. 2)B2B income from production contracts - retailers & designers. 3)B2B income from franchising services for local tailors. 4)B2B income from partner brands using our network for sales.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

As our project cuts across diverse areas from fashion production to anti-trafficking, there are several players; Ngos addressing the issue of human trafficking but focusing on awareness raising and skill acquisition, then what? Also there are projects integrating vulnerable groups into production but our model offers a possibility to jointly mobilise consumers. We differ based on the combined approach of fair production network (integrating designers/retailers) and direct-to-consumer distribution strategy, which integrates awareness against human trafficking within all phases of activities.

Founding Story

It all started with a simple handicraft course for 6 women. Since 2006, I have been counselling victims of human trafficking in Austria. During a handicraft-therapy workshop in 2012, the women kept commenting on how their lives might have taken another turn if they had this opportunity years back in there home country. That was the moment I launched series of trips back to Nigeria between 2013-early 2014 to research and develop a social business model based on the existing resources of vulnerable groups. Mid 2014 we founded our company and started discussions with first investors. By Mid 2015, we had our first lead investors and 84 crowd investors, making us realise our first production.


Under the leadership of award winning social entrepreneur Joana Adesuwa Reiterer, a team of enthusiastic youngsters in Austria and Nigeria fully dedicated to this venture and the guidance of senior executives as business angels / team of advisors, Joadre pursues her business and social vision. Management team: Joana Adesuwa Reiterer, director of Rolemodelx Impact Group GmbH is a Nigerian Austrian-based social entrepreneur. She managed her clothing business in Nigeria from 2000-2003 with in-house collections. Upon migration to Austria in 2003, Joana designed diverse support incentives for Nigerian victims of trafficking in Vienna through her organization, NGO EXIT. Within this period, she headed an 18 months media oriented campaign for a joint EC/UN/EXIT project targeting young Nigerian population. Joana is responsible to manage and implement the overall project, facilitating inter-work activities and collaboration between stakeholders. Focus – Franchise, process engineering, partnership and brand. Rudolf Bogensperger: Admin and Finance, RolemodelX Impact Group GmbH Studied economics and history at the University of Vienna, Combining his economic background with his experience of volunteering for EXIT (Organisation to combat human trafficking from Africa) Focus: accounting, corrections, translations, long term financial planning and general administrative support. Manuela Banoza, sustainability framework, Rolemodelx Impact Group GmbH, Austria. Studied business administration in University of Vienna and has experience in financial control and in social framework development through years of volunteering to support victims of human trafficking. Focus – developing sustainable social strategies for workers, SME building and scaling incentive monitoring. Christian Brandstötter, Online Marketing: Studied international business administration in Vienna and Minneapolis, with experience in start-ups and wide areas of online marketing. Experience in search engine marketing, marketing analytics. Focus – monitor online analytics, optimize online marketing efforts. Christina Bisanz, Media Director, RolemodelX Impact Group GmbH, Austria. Studies in law and political science at the University of Vienna . Has experience with the work on different political campaigns with humanitarian background. Experience in media, social media, in the political field and journalism. Focus – media marketing, concepts and production. Oluwanifemi Azeez, facility operating manager (RoDoStudios LTD, Nigeria). Focus – supply chain and product quality control for international distribution standards. Others include; Agnes Aistleitner: Brand and creative, Pauline Kolm: Editorial and support, Tazim Alam: direct sales and support. Business angel and mentor; Lead Investor, Michael ALTRICHTER is an experienced social impact investor with core expertise is investor acquisition and ecommerce. After the founding of paysafecard and payolution and the sale to the English company Skrill Michael Altrichter is today one of the most active Austrian business angels and Impact Investor. His current portfolio includes investments in ten different Internet start-ups. Michael Altrichter joined as a mentor and coordinates the participation other investors. Focus – director of Advisory board, coordination of investors pools and further investors acquisition. Member of the advisory board, Stephan DERTNIG holds over 25 years of experience in business model development in emerging markets such as Vietnam and Russia and has supported the establishment of a social business model in Peru. Currently heads a university department in Moscow, where he trains youngsters to develop business models. Focus – member of Advisory board, network.
Value Chain: Where does your work fit into the apparel value chain? [check all that apply]

Manufacturing, Consumption.

Your Role: What is your relationship to the apparel industry? [check all that apply]

Brand Representative, Corporate Staff, Designer, Factory Owner, Other [please specify].

Target Population: What stakeholder groups do you engage or empower in your work? [check all that apply]

Designers, Factory Workers, Retailers - Specialty Store, Women.

● Intervention Focus: What are you trying to achieve / influence? [check all that apply]

Conscious Consumerism, Anti-forced Labor or Anti-Human Trafficking, Transparency.

Lever for Change: Select up to 3 ways your work is helping to transform the industry.

Capacity Building, Organizing, Training.

Is your project targeted at solving any of the following key barriers?

A Job is Not Enough: Low-Income Workers Cannot Secure Long-Term Well-Being, Consumers Aren't Motivated to Care: Neither Compelling Reasons Nor Easy Means to Change Consumption Habits, Sustainability is Not Yet in the DNA: Fast Fashion’s Current Model Disincentivizes Value-Driven Economies.

Does your project utilize any of the innovative design principles below?

Unite More than Voice: Tap into Community Capital and Collective Resources, Activate Local Know-how for Driving Solutions: Build Opportunities for Workers to Become Leaders.

Innovation Inspiration: When you first conceived of your project, did you think of it as applicable to the apparel industry?


If you answered "no" to the previous question, which industry was your project originally aimed at transforming?

● Replicating in the Apparel Industry: If your project didn't initially target the apparel industry, how are you specifically tailoring it to do so now?
Are you nurturing or inspiring others to be changemakers? If so, how?

Inspiring consumers and producers to be advocates and take charge on the process.

● Tell us about the partnerships that enhance your approach. How have you collaborated with others in the industry to increase your impact?

Our partnership with Vresh, a fashion label is currently enhancing our approach.