A comprehensive playbook for conducting quantitative surveys alongside selected ethnographic interviews designed to explore the barriers and decision-making journeys experienced by female entrepreneurs in a specific country, and the opportunities to invest in the women’s market. Specifically, the tool helps to:
- Quantify the economic impact of the constraints on WMSMEs in a country
- Identify the most significant constraints and strategies to effectively address them
This resource was developed by McKinsey & Company based on research using quantitative surveys with over 9,000 respondents supplemented with interviews across eight countries to understand the barriers women face in starting and scaling businesses. The research uncovered that there is a huge economic impact to support women start and scale businesses which could add up to 280 billion USD to the GDP in the eight countries over the next 10 years. The tool is designed to support We-Fi and its partners in extending this research to additional countries and conducting endline surveys in existing ones (Cote d’Ivoire, Dominican Republic, Egypt, Mozambique, Nigeria, Serbia, Sri Lanka and Uzbekistan).
