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Support for Women Entrepreneurs

5 Truths Women Need To Grow A Successful Business

Established woman entrepreneur Olatorera Oniru, CEO shares essential strategies for growing a very successful business rapidly.

Olatorera Oniru




Many resilient women have picked up the challenge of entrepreneurship. This increasing flock of women in business is strengthening the cliché – what a man can do a woman can do. In general, the number of women-owned firms is on the rise, but challenges remain inclusive of self-imposed limitations.

Every business owner has numerous goals when starting out, including instant success, recognition and fast growth. The fact is overnight success is not often the standard and there is no guarantee given all efforts, as over 90% of start-ups fail within the first 3 years according to research conducted by

While recognising the critical contribution of women-owned businesses to Africa’s economic growth, many organisations are increasingly committed to supporting women-owned start-ups.

Related: Farah Fortune Of African Star Communications On Choosing The Right Clients

Many programmes exist to help women start businesses but very few programs are designed to help women entrepreneurs grow their businesses. Want to rapidly and firmly shoot your business to success and achieve growth milestones?

1. Have experience and thorough knowledge of the industry you are in. Never stop learning. Build your network. Employ the best people

Learning is a continuous agenda and a daily goal for any founder and CEO. We must strive to continue learning from all angles. Learn from your competitors, colleagues, employees, mentors, industry leaders and even friends and family.

Have a strong knack for research and utilise all tools and resources available to you to garner knowledge including free webinars and seminars. Desire and aspire to be a walking-and-talking knowledge base for your industry. In line with this, you’ll find that it will be easy for you to innovate, establish patents and grow even faster.

Despite all your knowledge and experience, avoid doing everything yourself as the chief executive. Ensure that you recruit the best employees to help manage certain units of the company.

Also acknowledge where you just aren’t skilled enough and have a passionate expert assist you with handling that unit while you focus on the bigger picture of growing the company.

2. Know, understand and implement solid financial plans and goals

Financials are one of the most important aspects to starting and growing any business. Financials must never be neglected. If you aren’t a finance and accounting guru, hire someone and work closely with them. Your goal is to have a fair balance between your current expenditure and revenue generated on a monthly basis.

To break even and maximise growth within the early years of your business start-up, your revenue should significantly exceed your expenses. Until that happens, keep pushing strongly and keep costs at the minimum necessary to grow optimally.

Related: 10 Successful SA Women Entrepreneurs’ Top Advice On Balancing Work And Family

3. Dream big, trust your gut and don’t underestimate your own wisdom

“Push your dreams; don’t let anything stop you from doing anything great for the world”

Let’s all dream big. We all can be great. Greatness for all equates to greatness for Africa. To flourish, you need to have both the courage to dream big and the ability to execute and carry others along.

Pay attention to your inner voice. If you find yourself hesitating because something doesn’t feel right, step back and listen. If your voice say “This is it, go for it” then put everything you’ve got into making “it” the world’s biggest success story!


Olatorera Oniru CEO of

4. Get Involved, Be persuasive, Take on new roles

There are lots of great resources and communities out there that provide opportunities to connect with women entrepreneurs and leaders. These groups provide important places to be heard, to share ideas, and find encouragement and support.

Also consider attending at least one conference per quarter. If carefully chosen and carefully planned, it becomes an investment and you can earn the money back in terms of vital new contacts, great ideas and keeping up with your industry.

By taking on roles outside your cultural and intellectual comfort zone, you may realise how much fun it is and you will also improve your leadership skills. Being on the board of other startups and initiatives is great way to give back and develop your leadership skills.

5. Take chances but reduce your risks

Risk is an unavoidable part of starting and growing a business. It is impossible to control everything, but there are ways to limit internal and external threats to your company and its growth.

Related: 10 Inspirational African Entrepreneurs

In facing challenges, find out the possibility and the consequences that go with it, some of that fear subsides because you believe you can handle it. Being in business isn’t all about wins, it’s about learning from your failures in order to move forward. If and whenever you fall, get back up and go much higher! Let’s all meticulously craft our ambitions, work hard together and make Africa greater.

For more strategies on establishing, growing and sustaining your business join Olatorera Oniru – CEO of and other inspiring women at the 2016 Women in Business Seminar in Johannesburg, South Africa on the 6th of July, 2016.

Olatorera Oniru (born March, 3, 1987) is a Nigerian entrepreneur and development speaker. She is the founder and CEO of the electronic commerce website In 2016, she was named in Forbes' list of "30 Most Promising Young Entrepreneurs In Africa"

Support for Women Entrepreneurs

Collaborating To Create #balanceforbetter

Communicating this business case, setting goals and reporting on progress are key to driving change. The door to diversity will not open itself.

Anna Curzon




Each year on 8 March, International Women’s Day, I get invited to attend events that celebrate and discuss gender diversity in the workplace. They’re often rich with intelligent discussions about women and work, a topic I am immensely passionate about.

But all too often, I sit up on stage, look out to the crowd and I think, ‘where on earth are all the men?’ There are many supportive men on gender diversity (I know quite a few) but there is still work to be done as I often find myself singing to a choir of women who already know that gender diversity is a business priority.

It’s irrefutable that having a gender balance leads to better business outcomes, greater profitability and value creation. Better balance between women and men means broader insight, more empathy, and fresh ideas.

Gender diversity is not only a women’s issue. It’s a human issue. And the majority of our business leaders today, in particular in technology, are men. The only way we are truly going to make headway is to have the men standing with us to create a business environment where women can thrive.

I believe collaboration is vital to have as part of any gender diversity discussion and would even go so far as to say it’s negligent if this isn’t on a male or female business leaders’ agenda.

However, I think it’s easy to point fingers and we all need to look at how we can create more inclusive environments. It’s critical we have discussions in an open forum, and that organisers of events and support groups create positive opportunities for discussion that encourage men and women to attend and work together.

It worries me that the 2018 McKinsey and Company report on Women in the Workplace shows that progress hasn’t just slowed, it’s stalled. All the while, companies are reporting that they are highly committed to gender diversity. It’s a frustrating paradox. We didn’t open the door to diversity, only to turn around and shut it behind us.

Recently, I was introduced to the term moral-licensing through Canadian author Malcolm Gladwell’s podcast Revisionist History. I can’t help but think that the phenomenon might be at play here. It describes the subconscious decisions we make to engage in prejudice behaviour, because in the past we did something virtuous.

Moral-licensing became a popular theory in 2009, describing those who voted in US President Barack Obama, and subsequently reverted to racist behaviours.

When I think about it in this context, I think about the companies who have hit a quota of females and assume the job is done. But token acts of egalitarianism do not mean you have an egalitarian workplace. It’s box-ticking and it’s bad for business.

I encourage every business leader to introduce a diversity plan and to really think about fostering an inclusive and respectful environment for diversity to thrive. Here’s where I think is a good place to start:

Women need to feel supported in the workplace, they need allies to feel confident enough that they can share their beliefs, their values and their views. Our leaders need to reengineer working environments to make them a safe, supportive place.
We need to be aware of our unconscious biases and flagging behaviour in the workplace that isn’t inclusive. It’s little things like calling grown women ‘girls’. They’re small but reinforcing behaviours and when added up, they have impact.
Support groups and events around International Women’s Day are great, but how can we make sure we have a diverse spread in the room and it’s an inclusive and encouraging environment for everyone.

I do believe the majority of businesses have the very best of intentions in this space, but leaders need to turn those intentions into actionable plans. So this International Women’s Day, I challenge you to speak out publicly about your business’s progress and goals for diversity. How is your organisation tracking and what is your vision and plan for the future? What you’re doing to ensure you’re not giving in to moral-licensing?

Communicating this business case, setting goals and reporting on progress are key to driving change. The door to diversity will not open itself.

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Support for Women Entrepreneurs

Funding And Financial Assistance For SA Women Entrepreneurs

Female entrepreneurs are growing in numbers, but without access to appropriate funding many start-ups will find it difficult to grow their businesses, regardless of whether there’s a man or woman at the helm. Fortunately, access to funds for female entrepreneurs is improving thanks to government and private enterprises.

Nicole Crampton



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In fact, The Small Enterprise Development Agency (SEDA) noted that 72% of micro-enterprises and 40% of small enterprises are currently owned by women. Government and private enterprises have put programmes and funds in place aimed at empowering the women of South Africa.

Starting a business is always a challenging objective, what makes it more challenging is trying to find funding to get your innovative idea of the ground.

Content in this guide

  1. The Isivande Women’s Fund (IWF)
  2. Women Entrepreneurial Fund (WEF)
  3. Business Partners Women in Business Fund
  4. IDF Managers Funding
  5. Enablis Acceleration Fund
  6. The National Empowerment Fund (NEF)
  7. Absa Women Empowerment Fund
  8. The Special Projects and Programmes Unit (SPP)
  9. Women in Oil and Energy South Africa (WOESA)

Funds and Financial Assistance

Here are seven funds and financial assistance programmes as well as two resources for women entrepreneurs in South Africa.

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Support for Women Entrepreneurs

Too Few South African Women Become Entrepreneurs, But This Can Change

Organisations built by business women and that speak loudly and assertively for business women will send an unambiguous message that women belong in the community of entrepreneurs.

Gugu Mjadu




Although South Africa’s constitutional democracy has been advocating for gender equality for the past 24 years, the level of entrepreneurship among South African men and women is still far less equal than the country’s economic peers such as Ghana and Uganda. This is an indication that a progressive constitution alone is not enough to ensure that women join the local community of entrepreneurs in equal numbers to men.

Illustrating this, are the latest figures from the 2017/2018 Global Entrepreneurship Monitor (GEM) which show that 13 out of every 100 South African men are involved in total early-stage entrepreneurial activity, compared to just 9 out of every 100 women. 

This research shows that the inequality goes deeper than just the headline figure. A higher percentage of women who do start their own ventures do so out of necessity (34.3 percent for women vs. 18 percent for men), whereas South African men, on the other hand, are more likely to start a business in response to an opportunity (82 percent for men vs. 65.7 percent for women). As research indicates that opportunity-driven entrepreneurs are more likely to create wealth than necessity-driven entrepreneurs, this is definitely an area for improvement for our country.

The GEM study is an annual survey, and dishearteningly, a look at the GEM figures over a number of years shows no discernible trend towards closing the gap, while some of South Africa’s economic peers such as Brazil and Vietnam consistently show an equal number of men and women starting businesses. 

Related: 10 Successful SA Women Entrepreneurs’ Top Advice On Balancing Work And Family

Gender parity in entrepreneurship needs a consistent stretch of truly high economic growth, north of 6 percent, to shake lose any remaining cultural, psychological and economic chains that are keeping women back. Unlike its counterparts, South Africa’s economic growth over the past few decades has seldom breached 4 percent – hovering around 3 percent since 1994. 

This might also explain the general low levels of entrepreneurship in the South African population, among both men and women, compared to its economic peers – 11 percent of the South African population is involved in entrepreneurial activity. Wealth creating businesses start in response to opportunities, which multiply when economic growth is strong.

Short of a massive economic stimulus needed to propel South Africa’s economic growth upward, is there anything that can be done on an incremental level in order to establish entrepreneurial equality between men and women in South Africa? 

I believe that there are many low-key ways in which to entice more women to become entrepreneurs. One place to start, is to focus on the income-generating side-lines that many South African women are engaged in. A scan of social media shows that South African women are not short of ideas nor initiative. From activities that are traditionally seen as female-oriented such as baking and sewing, to truly innovative social clubs and online initiatives seem to provide an outlet for many women’s entrepreneurial urges. Yet too few of them develop into proper full-time careers.

Programmes focused on women and their side-hustles might find fertile ground to grow them into fully fledged businesses.

Another factor that might entice more women to start businesses is more accessible finance. There is no easy solution, however, as research shows that men are more likely to start looking for finance early when they launch their ventures. Women, on the other hand, are more likely to use their own funds to start a business and thus delay seeking finance until their venture is potentially in trouble making it more difficult to secure finance. 

The solution, if any, lies in education and training deep enough to effect a significant shift in mind-set. Given the poor state of the educational system, South Africa still has a way to go, but it could be argued that any incremental improvement in the education system would boost the country’s levels of entrepreneurship. 

It remains to be seen if an increase in gender equality and representation among bankers and financiers may lead to improved access to finance for female entrepreneurs, but because it is a good thing in itself, gender parity in the finance industry is worth pursuing. 

Related: Watch List: 50 Black African Women Entrepreneurs To Watch

The celebration of female entrepreneurship in popular culture, social media and as part of cultural events remains important and probably cannot be overdone. Awareness of the possibility of success in the business world for females remains fundamental to any young woman’s decision to choose entrepreneurship.

Finally, a strengthening of the profile of women’s business associations in South Africa can become an important factor in increasing the number of female entrepreneurs. Organisations built by business women and that speak loudly and assertively for business women will send an unambiguous message that women belong in the community of entrepreneurs.

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