5 Things We Learned from our Pilot ICT Skills for Women in MSMEs

As part of International Women’s Day commemoration, EduTrust Foundation team and volunteers went out to conduct a survey and sensitization at the Maitama Ultra-Modern Market in Kubwa, Bwari Area Council, FCT-Nigeria on Saturday 7th March 2020. Our team was led by the indefatigable Wonder Woman, Marline Oluchi. It was all about Women, ICT Tools and Business Growth: How women in micro, small and medium enterprises (MSMEs) can use basic ICT tools to grow their businesses, productivity and profitability. It was also an eye-opening experience for us regarding some of the social and economic factors that disempower women. In total, we interacted with 45 women between ages 20 and 60 and also spoke with some men.

ICT Skills for Women in MSMEs is a project under EduTrust Foundation’s Empowerment and Human Capacity Development agenda. Education = Empowerment. Quality Education (SDG4) which goes beyond the classroom is intrinsically connected to Decent Work and Economic Growth (SDG8). Through this project, we contribute to promoting Gender Equality and Empowerment of all Women and Girls (SDG5). Equipped with functional ICT business tools and knowledge, women in MSMEs will be better able to cut costs, grow their customer base and yield higher sales and productivity rates which will ultimately improve their profits.

So, here are 5 things we learned.

1. Balance of power

We observed that while men are mainly in businesses that are more capital intensive and more profitable (wholesale and supply of all items, foodstuff, butchery), women are more into retail (perishable food items, clothing, fashion, cosmetics). Also, women are more likely to borrow from men to raise capital and annual rent for a shop in the market which goes between N400,000 and N1,000,000 (between US $1,111 and US $2,777) depending on the size and location. Some women who are not able to raise the money for rent use makeshift kiosks and tables to display their goods.

2. Digital divide

Younger women (ages 20-40) are more open and receptive to the idea and possibilities of ICT for business growth than older women (40-60). Many younger women already have smartphones and are on social media platforms including Facebook, Instagram and WhatsApp. However, very few use social media to market, sell and grow their businesses. When we told them about the potential benefits of social media marketing and listing their items on online marketplaces such as Jiji.com and Jumia or Konga and asked if they would wish to do so, they all echoed a strong “YES”.

3. Investing for the future

For women faced with a clear and present need for basic survival, their most urgent need and highest priority is providing for and taking care of their family for NOW. Investing in an uncertain FUTURE appears to be a tall order. One woman told us that rather than spend around N45,000 (around US $125) to buy a basic smartphone and subscribing to data on a daily or weekly basis, she would prefer to invest the money in stocking her shop. The opportunity for leveraging ICT to grow her customer base, make more sales and therefore increase the profitability of her business was too distant compared to her clear and present need. Also, devoting one day to learning new skills would mean losing her potential customers for that day.

4. Profit and loss

We also observed that there was hardly any deep understanding of basic profit and loss accounting. To a woman selling rice, beans, oil and other foodstuff, liquidity mattered more to her than profitability. She is happy if she makes “good sales” and sees money in a day even with very slim marginal profits. The details of separating her daily, weekly or monthly income from basic business costs such as rent, transportation, packaging, storage, power (small generator and fuel), labour and loss may be too much of a bother. Such lack of knowledge often leads micro and small businesses to stagnate or even go bankrupt. Knowledge is power.

5. Shifting mindsets

Learning a new skill is like learning a new habit. It requires focused observation, demonstration, repetition, and in some cases deeper learning in a new environment. For the women who did not have a smartphone, were not on social media or who were not already proficient in basic ICT skills, it will take more than a 15-20 minutes’ engagement in a crowded marketplace with many distractions to get them from Point A to Point B. We therefore used the opportunity to identify and document those who are candidates for further training on ICT Skills for Women in MSMEs, and other market women who may serve as Level-1 trainers (ToT) or guides.

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While we were at it, we also learned some new dance steps from these children at the market. Enjoy :-)

● What lessons have you learned that may be useful for Women in MSMEs? Please share. Thanks.

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