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One of the things that gets in the way of women succeeding in business as entrepreneurs is that they are more likely than men to lack belief in themselves. This is backed up by the findings of the GEM research in South Africa, which (in 2006) showed that just 9 per cent of the women surveyed believed they had the right skills and could start a business. The vast majority thought the opposite: that they had the wrong skills and mindset to make a go of it.
This shocking statistic is made worse by the prevailing attitude in South Africa that women should be taking care of their families on a social level and therefore don't have enough time left over for business development. Some women taking part in the GEM focus groups said that the community in which they lived was hostile towards women becoming business owners, and that, in some cases, they suffered oppression from husbands who feared that their women would become too independent. The same phenomenon could also be ascribed to the low educational levels of women. The combined effects of this rather gloomy picture are that most women entrepreneurs tend to stick to lower-end businesses that don't generate as many jobs.
Not so the women in this book! All of the women featured in these pages are running businesses that have created jobs and wealth – or hold significant potential to do so. And perhaps it shouldn't surprise us to see that not a single one of them believes that she's not capable of running a business. Although not immune to self-doubt and fear, if these women have one thing in common, it's a strong belief that they can do it.
'I still get nervous before going into a meeting, and I sometimes have to give myself a stern talking-to. I tell myself that I am never going to be anything other than myself, and that's enough,' says Ferose Oaten who has had to swallow her fear and step up regularly to chair board meetings in a male-dominated environment.
Gloria Serobe who is one of the leading role models for black women entrepreneurs in the country, says that it's vital to believe in yourself if you want to succeed, not only in business, but also in life. 'Without being arrogant, it's necessary to believe that you can do it, no matter what,' she says.
Gloria says that she was fortunate to have had a grandfather who gave her this selfbelief. He doted on her and her siblings, playing up their successes and minimising their failures. This made them believe that they could do anything they set their hearts on in life.
Not all women have it that good. Nicolette Cupido had the opposite experience, in that her stepfather spent most of her childhood telling her she was worth nothing. Although it has been hard to come back from this, Nicolette's response was to fight. 'I am rooted and salted in fighting,' she says, adding, 'Believe in yourself even if others tell you that you are not worth much.'
Mamapudi Lulu Nkgadima agrees. She also had people trying to pull her down when she announced that she would start her own business. Her advice is to 'avoid negative people and negative thoughts. When you are starting your business, there will be people who try to pull you down and put you off, but you need to move past them and hold true to your dream.'
'Know your worth and believe in yourself,' adds Merle O'Brien. 'I live my life by my own standards and I trust by my own senses. Lay down boundaries and conditions that enable you to live your best life, regardless of your business.'
Warda Albertyn believes that, regardless of their background or culture, the potential for all women to succeed exists only if they believe in themselves. 'All women, irrespective of creed, culture or religion, have the ability to succeed; we just have to want it enough. The whole concept behind why I started the business is that I am a woman of worth and I am able to achieve my dreams. Self-belief, faith and determination have taken me this far and I'm grateful to my Creator for all I've achieved,' she says.
For more information, and to get your own copy of My Success Your Success, got to... www.kalahari.net
