Insightful research conducted by Adaobi, the founder of Acereal Consult
This in-depth study explores the entrepreneurial journey of 11 inspiring female business owners in the Nigeria service sector, and sheds light on their unique experiences.
Through semi-structured interviews, these incredible women revealed:
- The ways in which they encounter gender biases within the Nigerian service sector,
- The personal strategies and tactics they employ to navigate and mitigate these biases,
- The impact of these gender biases on their overall entrepreneurial success.
This research underscores the resilience and determination of female entrepreneurs, as well as highlights the significance of understanding and addressing gender bias to foster a more inclusive and thriving entrepreneurial landscape.
| Name | Profession and years of experience | Motivating factors | Family status |
| P1 | Media and Communications Consulting 7 years | A stable income, personal accomplishments, and competence | Single – no children |
| P2 | Architectural 10 years | Embrace creativity, and become own boss | Single – no children |
| P3 | Management Consulting 6 years | Passion, and creativity | Married with children |
| P4 | Training Consulting 10 years | Flexibility, creativity, and time for children. | Married with children |
| P5 | Copywriting and Health & Fitness training 7 years | Passion and fulfilment | Married with children |
| P6 | Digital Marketing 3 years | Become own boss, and focuse on catering to small businesses primarily owned by women. | Married with children |
| P7 | Events Management 5 years | Passion, become own boss, and walk the path of successful women in the industry | Single – no children |
| P8 | Business Consulting 4 years | Passion | Married with children |
| P9 | Digital Marketing 5 years | Independence, stable income, and flexibility | Married with children |
| P10 | Project Management 12 years | Become own boss and passion | Single with children |
| P11 | Financial Services 5 years | Flexibility and stable income | Single – no children |
The table above displays the nature of business, motivational factors, and family status of the participants.
After an extensive analysis of our research findings, we’ve organized them into three easily digestible sub-categories. We wanted to ensure that our audience could quickly grasp the information and its significance. To do this, we’ve structured our insights around three main themes, which we’ll refer to as Category 1, Category 2, and Category 3.
We believe these categories will help you better understand our findings, as well as their implications in the broader context. We encourage you to delve deeper into each category and explore how they fit together in shaping our overall conclusions.
To make things even more seamless for you, we’ve attached a link at the bottom of this post. This link will guide you through our analysis and provide you with valuable insights. So go ahead – click this link to Category 1, and learn about the biases these female business owners experience in Nigeria.
