How the Internet opened up new opportunities for female entrepreneurs

Entrepreneurs and small business owners are undoubtedly a mainstay of the economy. Behind each business is the story of someone who decided it was time to take the next step in life and follow his passion. Thanks to their commitment and their daily work, they have set their dreams in motion.

Entrepreneurship and small companies of different types are present in all economic sectors, always wanting to grow and improve. On this International Day of Entrepreneurial Women, there is a Mexican business that stands out precisely for these attributes.

Brenda Ávila is a tenacious creative who designed Entre Nosotras as a small nucleus of entrepreneurs where all products are designed, made and sold by and for women.

Entre Nosotras is one of the more than four million micro, small and medium-sized businesses that operate in Mexico (according to Inegi), and Brenda is one of the millions of small business owners that compete in the market every day.

However, only 19% of entrepreneurs are women, so publicizing the hard work and accomplishments of women like Brenda is extremely important. By telling her stories that inspire other female entrepreneurs to take the next step, we can help reduce the gender gap in entrepreneurship.

Opportunities for small businesses

The current situation caused by the pandemic has posed important challenges to companies of all sizes, but especially to small ones. Consequently, businesses have found it increasingly important to redesign their strategies.

45% of the companies participating in GoDaddy's Entrepreneurship Survey 2021 were created in the last two years, which means that they were launched just before the start of the pandemic or during it. And six out of ten of all the companies surveyed started to develop their activity online because of the health emergency.

Additionally, GoDaddy's survey shows that 32% of participants expanded their business into new markets through digital channels. In fact, one of the brands hosted by Entre Nosotras —called Petit BB— was born during the pandemic when its creator searched various platforms for care options for her newborn.

Pride in our roots

The love of Mexicans for their roots and their rich culture has inspired ideas that have earned a place in the hearts of the people, and that can be applied to a wide range of businesses.

For example, Garambullo, a brand hosted by Entre Nosotras, is a contemporary Mexican artisan design project, created by two friends who love Mexico and its crafts. They have combined traditional Otomi culture with a modern twist, creating a unique design filled with love, creativity, innovation, and pride in traditional Mexican textiles.

Garambullo collaborates directly with master craftsmen throughout Mexico without intermediaries, which allows the company to pay them fairly, boosting local economies throughout the country.

When exploring new value propositions for a business, or even when starting a new one, one of the main problems that entrepreneurs face is distinguishing their companies from the competition and, at the same time, giving them a special touch that will attract to the clients.

The power of digital channels

Entrepreneurs and small business owners now have tools at their fingertips that can help them implement a fully online strategy.

Entre Nosotras, for example, is a 100% digital company, and its business model includes an online store and social media, both complementary channels to promote the company and sell its products online.

According to a study by Euromonitor International, total retail sales in Mexico are expected to grow 40% over the next five years, 15% more than the average for the region.

Additionally, half of those surveyed by GoDaddy said that online sales have offset losses stemming from the pandemic. And according to AMVO, 72% of SMEs sell online through company websites.

Through its online store on its own website, Entre Nosotras displays a catalog of products by categories and brands, according to customer needs. It offers health and beauty products, home goods, clothing and accessories, baby care products and Mexican artisan designs with just a few clicks.

This International Women's Entrepreneur Day, remember how important it is to highlight the work of women like Brenda Ávila. Entre Nosotras has become the main source of income for her family, while directly impacting her community in a positive way.

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