Helping Female Entrepreneurs Access Digital Platforms

Abstract

Connecting female entrepreneurs to digital platforms that provide access to information and resources is possible, even in low-income and low-bandwidth settings. However, supporting initial take-up may require traditional, in-person marketing and onboarding. This brief shares lessons from a pilot of a digital mentoring platform in Ethiopia. The target users were female entrepreneurs in Ethiopia’s Somali region. The pilot found that on-boarding female entrepreneurs to digital platforms and helping them progress through the user experience is possible, but also suggests that thoughtful design modifications are critical. These modifications include: (a) using old-fashioned marketing strategies; (b) adopting a tech-plus-touch approach; (c) prioritizing a mobile-first low-bandwidth option; (d) simplifying onboarding requirements; and (e) providing educational and guidance resources.