EN T REPRENEURSHIP
WOMEN BEATING THE ODDS Women entrepreneurs share what has helped them thrive in male-dominated industries and challenging times. By DENISE MHLANGA
I
n South Africa, women business owners account for less than 20 per cent, according to the Mastercard Index of Women Entrepreneurs 2020 report. The report analyses how women in business are progressing globally, highlighting the socioeconomic factors propelling and inhibiting their success and providing a performance ranking for the 58 economies measured. South Africa is ranked 45th in the world when it comes to women-run businesses, lagging behind Uganda (39.6 per cent, Botswana (38.5 per cent) and Ghana (36.5 per cent). Globally, women entrepreneurs cite lack of funding as a major deterrent to their ability to thrive in the business world. Lack of motivation and failure were among the other challenges noted in the report.
IMAGES: SUPPLIED
FEMALES ARE OFTEN TREATED DIFFERENTLY Evalution Flooring director Eva Kaiser says that running a business, especially in a male-dominated industry and during COVID-19, is challenging. Kaiser currently owns two businesses: Evalution Flooring, a vinyl fl ooring company that services the commercial and residential market, and Evolve Biodegradable, which specialises in environmentally eco-friendly cleaning and personal Eva Kaiser hygiene products. She has worked in the flooring industry since 2001, so starting her own business was a natural progression. “I have to work harder than my male counterparts to achieve the same results,” she explains.
Evalution Flooring is a small business, and Kaiser says that, as the owner, she does all the presentation and delivery of samples. “It’s important to be visible and build rapport with clients.” In some cases, payment is often late, she says, and women are sometimes treated differently from men. “However, some of my male counterparts are a pleasure to work with and we share wisdom often. They appreciate my expertise. These kinds of relationships will enable women-owned businesses to thrive.” Kaiser says that when women are treated as equals and respected it makes for a equitable business environment.
STARTING A NEW BUSINESS DURING THE PANDEMIC While the COVID-19 pandemic has forced many businesses to close, others found new opportunities to tap into, according to the Mastercard Index report. Prudence Mabaso, an experienced industrial engineer and metallurgist, started the Kitchen Wrap Company four months ago and employs two people. She launched the business drawing on her previous experience and skills as a small business manager at a home improvement and interior decor enterprise. “As far as I know, I am the only woman in South Africa offering this service, and it’s a fairly new industry.” The company specialises in renovating and upgrading kitchens, but without new cupboard installation. “Our service saves money and the only challenge is keeping up with demand,” she says.
“I believe if women are treated fairly in any industry, their businesses will succeed.” – Prudence Mabaso
Mabaso has built a strong network with males in the industry and says that this has been benefi cial. “My male counterparts are helpful; we call each other for advice and the support so far has been tremendous. I believe if women are treated fairly in any industry, their businesses will succeed.” The Kitchen Wrap Company is experiencing rapid growth, thanks to affordability and word of mouth, which has proved to be a powerful marketing tool. She says it is liberating to see women holding tools and taking out cabinets, jobs that are mostly done by men. “I’m excited about the future growth of the business and empowering more women,” says Mabaso. The Mastercard Index report also found that the health crisis has stirred a drastic shift in mindset and attitude to make the world a safer and environmentally friendlier place to live in. Kaiser, who is passionate about the environment, launched Evolve Biodegradable in November 2020. “From the Evalution Flooring perspective, we have had to relook at our strategy to remain operational as our business has always been mainly corporate. In 2020, we changed our focus to more residential and smaller type projects.” She says their corporate business is still on hold for the most part while the new decor range of vinyl fl ooring is gaining traction from interior designers and decorators. “The business is in a better place than it was in 2020, however, it’s not close to where it needs to be fi nancially,” adds Kaiser.
Prudence Mabaso
N A T I O N A L W O M E N ’ S D AY
NWD_Entrepreneurship.indd 7
7
2021/07/29 2:35 PM
