www.prowess.org.uk marketing business support to women sarah mcpherson prowess
TRANSCRIPT
www.prowess.org.uk
Marketing Business SupportTo Women
Sarah McPhersonProwess
About Prowess
• A network of organisations and individuals who support the growth of women’s business ownership – raising awareness, sharing best practice, advocacy and information
• Over 280 members• Facilitating 100,000 women in enterprise development• Supporting 10,000 new businesses• Which contribute £1.5 billion (2.2 billion Euros) to the
economy• Delivering a nationally recognised quality standard for
excellence in women friendly business support
www.prowess.org.uk
How do our members approach female entrepreneurs?
• Outreach• Marketing materials• Media – TV , radio, local press• Word of Mouth• Displays in supermarkets• Talks and presentations• Networking
Prowess Research Findings
• Survey groups of 200 women and 200 men (all with some interest in self employment)
• Quantitative CATI research with open-ended questions to provide qualitative insight
• Clear findings for gender and age preferences• Some clear areas of commonality• Consistent need for clear and understandable
communications
Male and female responses to statements around being self employed
66
59
74
66
48
80
87
91
88
90
95
95
97
48
50
52
55
56
71
81
85
88
89
94
91
93
0 20 40 60 80 100
Running a business with social aims
Sole trader
Having a business based at home
Working freelance
Being an Entrepreneur
Making your mark
Creating a business
Working for myself for something I
believe in
Being self employed
Making things happen
Being your own boss
Running my own business
Working for myself
Total Sample - Men:Base 200 Total Sample - Women:Base 200
Women’s responses to business support course titles (by age)
42
57
56
61
62
63
71
72
66
67
77
76
76
80
51
64
72
70
79
78
74
79
86
88
81
81
84
91
0 20 40 60 80 100
Is social enterprise for you?
Do it yourself – the inspirational
training programme for women
Want to make money from your
hobby?
Be your own boss. Make loads of
money
How to write a business plan
Want more work life balance?
Want to make a difference?
Dream of working for yourself?
Live your dreams
Forming a business
Is self employment for you?
Ever thought about being your
own boss?
Want to work for something you
believe in?
Help in setting up your own
business
Aged 18- 30: Base 100
Aged 31- 65: Base 100
Women’s responses to business support activities (by age)
32
35
44
37
52
52
53
60
68
69
71
68
78
43
57
56
67
55
72
78
74
75
80
78
84
84
0 20 40 60 80 100
Business breakfast
Networking drinks reception
A networking lunch
Roadshow
Conference
Drop- in session
Mutual support group
Womens enterprise day
Taster session
A chance to meet other women
with business ideas
Workshop session
Meet other women like you and
share experiences and ideas
Training day
Aged 18- 30:Base 100
Aged 31- 65:Base 100
Male and female responses to business support activities
46
38
62
72
50
67
52
66
54
76
75
75
81
40
44
47
48
49
49
51
51
54
66
67
68
69
0 20 40 60 80 100
Networking drinks reception
Business breakfast
Drop- in session
Taster session
A networking lunch
Womens enterprise day/ Enterprise
week
Roadshow
Mutual support group
Conference
Meet other men/ women like you and
share experiences and ideas
A chance to meet other men/ women
with business ideas
Workshop session
Training day
Total Sample - Men:Base 200
Total Sample - Women:Base 200
Prowess Research Findings - Women
The key things for women are:• Fit in around family life• Convenient for them• Ability to enjoy the day/course• Personal to them
Not appealing to women are:• Making money• Being big and different• Being entrepreneurial
Prowess Research Findings - men
The key things for men are:• Working for myself• Running my own business• Being my own boss
Not appealing to men are:• Being an entrepreneur• Working freelance• Having a business based at home• Running a business with social aims
Enterprising Women Research Findings
• 30% response rate from cohort of 1,686 (i.e. views of over 500 business women in the East of England)
• Research undertaken late summer 2007• Qualitative and quantitative research• Women-specific support important to over
98%• 99.8% would recommend service to others
Enterprising Women Research Findings - Motivation
Enterprising Women Research Findings - Motivation
A word about word of mouth….• Word of mouth can be the most
effective referral route for many women
• Research has shown that if women like a product or service they will recommend it to others 17 times
• Men will generally recommend 3 times
[Source: Re-think Pink gender marketing conference 2005]
Good practice, bad practice
Some examples of UK marketing output
• Keep message simple• Use case studies/quotes from women• Address barriers in primary literature• Provide an option for action• Follow up and monitor what works
Thank you
www.prowess.org.uk