Gender Mainstreaming: The Role Entrepreneurs Can Play and Why ...

INTERNATIONAL TRADE CENTRE UNCTAD/WTO Page 3
market’ and this can be through chambers, conferences, trade missions, trade associations
and businesses that have traditionally been more open to men.
Large companies have a role to play in opening opportunities for women entrepreneurs as
well. Women entrepreneurs are not only suppliers of goods and services, but we are also
users of goods and services. We purchase raw materials, we bank at financial institutions,
we use telephones, computers, couriers, office supplies, professional advisers – all the
goods and services that any business uses. Individually our businesses may be small at
the moment, but collectively we represent a very large and growing market.
Who to ‘target’ – Spheres of Influence, Decision Makers, Potential
Champions
Look around to see who the leaders are: who do you want to target? Everyone knows
who they are: the spheres of influence, the decision makers, the networks, but most of all,
who can you enlist to be ‘champions’ for women entrepreneurs. Champions are found
when you least expect it: other successful women, politicians, civil servants, high profile
men, business people and they exist in the:
v Public sector
v Private sector
v Associations and networks
How To Do It – Get Involved
Gender mainstreaming in the context of businesswomen is all about inclusion and
recognition. The best way to achieve this is to just get involved. The following are some
general guidelines that are helpful:
‣ Identify issues and why - what is it that you want to be included in and why
aren’t women included? Often this is for economic reasons – if so, look for
alternative. For example if it is too costly for women to join chambers or
organizations then look for alternatives such as a woman representative or
having an associate relationship through another organization such as a
women’s organizations. If the conferences are too expensive to attend, then
nominate women as speakers or even volunteers to assist in organizing,
providing services or participation in promotion – the key is to get included and
get in the door;
‣ Define desired outcomes – before you start, determine what is your desired
outcome – is it women on trade missions, more women members, more women
speakers, better policy for women, - determine the desired outcomes and be
strategic in achieving them;
‣ Show how the objectives will provide benefits for women – often the benefits to
women are not instant or obvious so show how women can benefit from a more
inclusive business community;
‣ Show how the participation of women can be sought – as in the model illustrated
below, it may be necessary to actually show how women can be identified and
solicited – when women are not part of the formal sector or business community,
it is too easy to assume that they do not exist, or are not interested - therefore
women have to be active in identifying each other;