The trajectory is clear. There is a surge in female business entrepreneurship. However, the finer details reveal a more complex pattern than appears at first impression. The 2018 American Express economic study ‘State of Women-Owned Businesses Report’, presented an exciting picture of the rise in female business ownership. It reported that in the US there are almost 2,000 new businesses being founded by women each day and that women now own around 40% of businesses overall. However, the devil is in the detail, and in stark contrast the highly regarded tech industry reviewer TechCrunch reports that only 17% of all business startups have a female founder, and that proportion has not grown significantly over the past 6 years. A glass ceiling also applies to female-owned businesses which have been backed by venture capital investment. So, what explains the apparent disparity in these reports?
The highest proportion of women-owned enterprises are in the small business and non-tech business sectors. Since the 1970s the number of all women-owned businesses in the US has increased by a staggering multiple of more than 30 times, and importantly the employment created by those businesses has increased 40-fold. Yet they still account for only 6% of total workforce employment and under 5% of all business revenues.
While there was considerable growth over the past decade in the proportion of businesses generating more than $1 million dollars per annum in revenue which are female-owned, women-owned businesses still remain predominantly small ones, with businesses generating more than $1 million dollars per annum accounting for only 1.7% of all female-owned businesses. For proper understanding of the statistics it’s important to clarify that where a business involves partnerships and multiple owners/founders, the classification of female-owned and female-founded is defined as at least 50% of the ownership is female. In this context TechCrunch clarifies that only one-third of female-founded businesses are entirely female-owned and led.
So, notwithstanding the undeniable impression of a dramatic improvement in the overall level of female business ownership, the detail is complex and masks the reality that women are still under-represented in both online businesses and tech-based startups and particularly in VC-backed businesses.
This is so notably the case that in 2018 a mere 2% of all VC investment funding for all startup businesses in the US went to enterprises with all-female founders. The reasons for this are clear. Firstly, the vast majority of all-female businesses are too small to attract venture capital. Secondly, investment decision-making in venture capital still remains so male-dominated that over 90% of those who allocate investment funding in the US are male. However, the consequent financial favoring of male enterprises is arguably based primarily on unconscious affinities and informal, unintentionally-gendered business networks rather than any deliberate bias.
As a potential change driver, the present under-representation of women in VC-backed businesses actually presents a massive opportunity. The current time seems poised at a critical turning point for a substantial and sustained increase in female entrepreneurship in online businesses. In February this year, Forbes published a report on the many reasons for women now being more motivated than ever to start up or buy into their own businesses, instead of being content to remain an employee of someone else’s business.
Multiple large-scale surveys consistently establish that women are motivated to start their own businesses in the pursuit of freedom, financial independence and personal fulfillment. For many women, independent entrepreneurship is also a way of circumventing the glass ceiling they have encountered in their professional employment.
More and more women are recognizing unmet service and product needs in society and developing innovative solutions to create and capture a lucrative and professionally rewarding market niche.
Key enablers for the trend to gather momentum
Increased Access to Business Finance
The National Women’s Business Council (NWBC) urges women to make greater use of network support opportunities including Small Business Administration support and loan programs and partner networks such as SCORE and the Women’s Business Center. Networking, including online support networks, can provide valuable encouragement, advice and practical resources. This can create access to existing networks of ‘angel investors’ who are specifically focused on female entrepreneurship – or at least consciously predisposed to financing women-founded, owned and led businesses.
Greater female access to business startup capital is poised to be a powerful game-changer. As this development gains traction it may re-focus the targets of larger scale venture capital financing which, as stated, is currently deflected from female-founded and female-led business ventures.
Effective Mentoring for Women in Business
Successful established female entrepreneurs can provide crucially important role modeling and a powerful source of practical advice and guidance for aspiring and novice business founders and also for women who buy an existing online business with the intention of managing it well and developing it further. Female mentoring networks are thriving, widespread and very easy to connect with. They can be expected to result in real and sustained improvement in women’s participation in all kinds of business ventures, maybe particularly in the online and startup environments. Male mentors have a valuable role to play too and many women in business have found the supposed boys’ club is actually far more open, supportive and collaborative than it’s sometimes perceived to be.
Time to Seize the Day
For women, this is the greatest of times to create your own business space and join the growing community of female online business leaders. The necessary success factors are in place, the momentum is gathering, and the opportunity awaits right here and now.