Event: Eloy Conference, 2019
Date and Time: Wednesday 13 November 2019
Event Theme: Empower To Sustain Her
Picture: TEF Director of Operations, Ifeoma Okafor-Obi with Tewa Onasanya, Founder ELOY awards
The Strong Female Entrepreneur
Every morning Mama Bisi sets out – her stool on her head, her beans paste, oil and other paraphernalia in a bucket, held in her right hand – to the junction by 5.45 am.
By 6.30 am, passers-by and her loyal customers line up to buy her fresh akara while you and I send someone from the comfort of our homes to do the same.
Occasionally she hears the magic words – “Oya keep the change” and she is extremely glad. A smile rends her face ear to ear and you wonder…
You see, that N50 or N100 tip means more groundnut oil to fry akara, the occasional N200 windfall, an additional cup of beans – both direct investment into her business. Mama Bisi is frugal, there are no excesses around her except when once in a while, she gives in to her mothering instincts and buys sweets for her children. But when it comes to herself, she is extremely austere.
Mama Bisi did not go to school but she is more financially savvy than some business school graduates. She knows the costs of all her raw materials. Even N50 makes a difference, it is salt for two weeks of her business. She longs to raise money to buy a full bag at N25,000 and reduce the cost of the cups of beans for her business.
She is a route-to-market, consumer segmentation and customer service expert. She knows the locations to sit at different times of the day to maximise sales. She also changes her product offerings from akara to buns and then to puff puff as each day progresses.
She is a marketing expert. You can hear her voice early in the morning calling out in her local dialect that “if you taste better akara or puff puff anywhere, you should return her wares for a full refund”. There have been no refunds till date.
She is a branding expert. She wears her white Apron and tells you that it is to show her customers she is clean, and her wares are prepared under hygienic conditions.
From the proceeds of her enterprise, she contributes meaningfully to her family, ensuring her children are educated, well-fed and well-dressed to the best of her ability. This is because Mama Bisi is a strong female entrepreneur.
For a lot of women, motherhood and entrepreneurship are blurred lines- everything they get goes into the business and every profit or loss impacts their families.
According to the world bank female labour force participation in developing countries index 2014, as more women enter the labour force, economies can grow faster in response to higher labour inputs. At the same time, as countries develop, women’s capabilities typically improve, while social constraints weaken, enabling women to engage in work outside the home.
How then do we ensure that the work that they engage in is meaningful? How do we give Mama Bisi access to financing to expand her enterprise? To move from roadside selling to dry or wet premixed packages to expand her market and customer base? How do we help her uplift her family through entrepreneurship? What innovative models can we use to reach her and remove finance as one of the major deterrents to entrepreneurial activities, industrial transformation and private sector development especially for women? What trainings do we have to leverage her financial savviness, help her with the right staffing and corporate governance? How can she access external partners to move from a small-scale business to a global brand, leveraging her unique recipe? How can she build a trusted network in the right sectors in the shortest possible time? How do we enable her to be the catalyst to harnessing Africa’s strengths – its youthful population and fertile land. Bearing in that Africa needs 12 to 15 million jobs annually to reduce poverty.
The TEF Model
The TEF Entrepreneurship Programme is a 10-year commitment to select, train, mentor, provide seed capital and access to a supportive network to 10,000 entrepreneurs to create 1million jobs in 10 years and generate 10 billion Revenue growth across the African continent.
In 5years we have almost reached our original goal. Partially through our partnerships because our model has been proven to be successful and sustainable.
We are piloting a program to reach even more people with our UNDP partnership. We plan to train at least 10,000 each year.
What makes it successful is that we achieve in 1 year, things that take programs like the apprenticeship program 5 to 8 years to achieve.
TEF Democratises luck. The impact of our flagship programme is so far-reaching because we are gender and Sector agnostic and we chose thousands from across Africa. In the past 5 years, we have had targeted communication for women and almost doubled the volume of female participation in our programme from 24% in 2015 to 41.6% in 2019.
After a 12-week intensive training with emphasis on finance, scaling, structure and transparency, due diligence and mentorship, these women get seed capital. As part of our Alumni network, they also get ongoing mentorship and value-add exposure to enable them to scale their businesses and to access 2nd stage funding.
However, more interventions are needed to enable women excel. We need:
- Mass education for women on financing options available across the business lifecycle. Females by default have a scarcity mindset and want to create miracles out of nothing. They need to know it is ok to ask for more to deliver more.
- We need a female lens into the route to market for reducing the number of unbanked and financing female-owned SMEs through technology. Bearing in mind that ladies like Mama Bisi will never buy a smart phone unless her family is very comfortable.
- Increased access to seed capital
- Access to creative financing for special sectors e.g. creative and tourism industries in which women excel.
- Leveraging technology for global scale –This is what we are working to achieve at the foundation with our technologically driven Digital platform TEFConnect. We can create local communities showcasing female entrepreneurs in various endeavors to access global markets. Already we have connected a significant number of businesses across Africa. TEFConnect is our gamechanger.
- We need to emphasize the need for governance and transparency within businesses. That is key to being able to attract external funding. With increased transparency and verifiable records, the financing will come, and more meaningful jobs will be created.
If this is done, then one day, Mama Bisi will proudly be illustrated on the covers of a premixed akara package bearing her name, in a store in London.