ENTREPRENEURSHIP

WOMEN BEATING THE ODDS

Women entrepreneurs share what has helped them thrive in male-dominated industries and challenging times. By DENISE MHLANGA

In South Africa, women business owners Evalution Flooring is a small business, and account for less than 20 per cent, Kaiser says that, as the owner, she does all according to the Mastercard Index of the presentation and delivery of samples. “It’s Women Entrepreneurs 2020 report. important to be visible and build rapport with The report analyses how women clients.” 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 in business are progressing globally, In some cases, payment is often late, she highlighting the socioeconomic factors says, and women are sometimes treated propelling and inhibiting their success and differently from men. “However, some of my providing a performance ranking for the 58 male counterparts are a pleasure to work with economies measured. and we share wisdom often. They appreciate

South Africa is ranked 45th in the world when my expertise. These kinds of relationships will it comes to women-run businesses, lagging enable women-owned businesses to thrive.” behind Uganda (39.6 per cent, Botswana Kaiser says that when women are treated (38.5 per cent) and Ghana (36.5 per cent). as equals and respected it makes for a

Globally, women entrepreneurs cite lack of equitable business environment. funding as a major deterrent to their ability to thrive in the business world. Lack of STARTING A NEW BUSINESS DURING motivation and failure were among the other THE PANDEMIC challenges noted in the report. While the COVID-19 pandemic has forced many businesses to close, others found FEMALES ARE OFTEN TREATED DIFFERENTLY new opportunities to tap into, according to Evalution Flooring director Eva Kaiser says the Mastercard Index report. that running a business, especially in a Prudence Mabaso, an experienced male-dominated industry and during industrial engineer and metallurgist, started COVID-19, is challenging. the Kitchen Wrap Company four months

Kaiser currently owns ago and employs two people. two businesses: Evalution She launched the business Flooring, a vinyl fl ooring drawing on her previous company that services experience and skills as a small the commercial and business manager at a home residential market, and improvement and interior decor Evolve Biodegradable, enterprise. “As far as I know, which specialises in I am the only woman in South environmentally eco-friendly Africa offering this service, and cleaning and personal it’s a fairly new industry.” hygiene products. The company specialises

She has worked in the in renovating and upgrading fl ooring industry since 2001, so starting her kitchens, but without new cupboard own business was a natural progression. “I installation. “Our service saves money have to work harder than my male counterparts and the only challenge is keeping up with to achieve the same results,” she explains. demand,” she says. 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 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.

Eva Kaiser

“I believe if women are treated fairly in any industry, their businesses

will succeed.” – Prudence Mabaso

Prudence Mabaso

A LEADER WHO

LOVES CHALLENGES

FELLENG YENDE, CEO of the Fibre, Processing and Manufacturing SETA, says her professional goals are to innovate, inspire and lead with integrity

Afearless risk-taker, Felleng Yende has never shied away from a challenge. When the Department of Higher Education and Training clustered 13 sectors into one in 2011 to form the Fibre, Processing and Manufacturing (FP&M) SETA, Yende joined as CEO and has cemented its reputation as a credible partner in the fi bre processing, manufacturing and skills development value chain.

“I love nothing more than a huge challenge and fi guring out how to deliver what is being asked of me in the most exciting way possible,” says Yende.

Her strategic skills development business model paved the way for a complete turnaround and streamlining of the SETA’s operations and processes. This has resulted in a best practice organisation that meets and exceeds organisational objectives and performance standards, helping the organisation to move from a performance of 49 per cent in 2011 to 100 per cent in 2021.

The SETA also has achieved fi ve unqualifi ed and clean audit outcomes during the past seven years.

Yende inspires and has earned the respect of her staff and others in the industry through her work ethic, generosity and ability to bring fresh, innovative ideas to the skills development sector.

Felleng Yende

DID YOU KNOW?

The FP&M SETA has supported a number of small, micro and medium enterprises and other skills development providers, including public training institutions, to manufacture masks through its garment construction projects.

EQUIPPING A NEW GENERATION OF EMPLOYEES

Since she took over as CEO, more than 142 000 individuals have encountered FP&M SETA during their career journey. Among these are 84 000 learners who entered the FP&M SETA’s occupationally directed programmes and about 57 000 learners who have successfully completed occupational qualifi cations.

By equipping a new generation of employees with the skills and values that are helping to shape the future of the nation, this SETA is empowering workers to take control of their future and be a force for positive change. Instead of taking credit, Yende believes the honour belongs to the workers, who embody the FP&M SETA spirit of servant leadership – a leadership philosophy in which the main goal of the leader is to serve others.

“The FP&M SETA has developed me into a leader who is prepared to fi ght for all the social issues in our communities. It has improved both my confi dence and commitment to my country,” she says.

SUPPORTIVE AND SUCCESSFUL

Under her leadership, the organisation has maintained a culture of good corporate governance through the development and implementation of approved policies and procedures, emphasising that robust and effective monitoring and evaluation is critical for performance and fi nancial stability.

As the winner of many awards, including Africa’s Most Infl uential Women in Business and Government in 2015 and the 2019 Most Outstanding SETA Gold Award for the organisation’s performance against set targets, governance, compliance, management and corporate services.

GENERATION OF FEMALE LEADERS

Yende is passionate and committed to ensuring that she nurtures a new generation of female leaders by lending professional support to other women and promoting the overall welfare of underprivileged women. “What drives me is my profound belief that education, particularly skills development, heals our soul,” she says.

Under her stewardship many unemployed learners have completed their training in garment construction and coffi n-making and have been employed, while others have been assisted in establishing co-operatives.

YENDE’S ADVICE TO A NEW GENERATION OF WOMEN LEADERS

• Be you. • Be curious. • Be confi dent. • Be fl exible. • Be patient. • Work smart, work hard and act like an owner, no matter what your role. • Listen, ask questions and don’t be afraid to challenge the status quo. • Take advantage of every opportunity to learn from some of the most creative people around you. • Use every opportunity offered. If it is diffi cult, fi nd a way. • Don’t be afraid to ask questions and to express your observations and opinions. • Learn as much as you can as fast as you can. • Improve yourself and, in turn, you will improve your own industry. • Be ready to fail and succeed, and never stop learning.

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For more information:

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