Diverse challenges for coloured women entrepreneurs in South Africa

Abstract : Women Entrepreneurs play a pivotal role in the growth of the South-African economy. These entrepreneurs are currently in the midst of South-Africa’s most challenging economic landscape. The primary focus of the study was to investigate how Coloured women entrepreneurs start up their businesses and approach challenges. The study was conducted within a qualitative research framework. Semistructured interviews were conducted with ten Coloured women entrepreneurs. Thematic analysis was used to code and analyse the data. The findings highlighted a tapestry of diverse socio- economic challenges and led to an array of similarities experienced by women of Coloured decent and background. The findings showed to some of the women pulling far back into their genealogy, as a vital aspect of who they are and as a source of strength for being. The participant’s challenges within their business, family and society at large also surfaced during the findings, as well as the current role of governmental, private sector and other entities in their support of small and medium enterprises. Further to this, it was indicated that Coloured women entrepreneurs felt that their businesses were not celebrated by people within they own race group. They felt slighted, not appreciated and indicated experiences of envy and jealousy, therefore these women had to work extra hard to make their businesses work. Gender discrimination and underlying racism were also indicated in the findings. These coloured women’s perceptions around entrepreneurship had changed. The study indicated where they greatly lacked business skills. Based on the findings recommendations include the design of a business model for some of these women, the appointment of mentors and coaches within their entrepreneurial field, as well as wealth coaching and investment training. Further recommendations were training and development around strategic planning and leadership, emotional and spiritual intelligence workshops, as well as communication and language skills development training. These training would have a holistic approach to both the development of the internal and external environment of these coloured women entrepreneurs.M.Phil. (Leadership in Emerging Economies