Publication: Helping Female Entrepreneurs Access Digital Platforms: The Importance of a Tech-Plus-Touch Approach and Other Lessons Learned - Case Study 1
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.
“Friedson-Ridenour, Sophia; Edey, Kinfe. 2023. Helping Female Entrepreneurs Access Digital Platforms: The Importance of a Tech-Plus-Touch Approach and Other Lessons Learned - Case Study 1. Gender Innovation Lab; January 2023. © World Bank, Washington DC. http://hdl.handle.net/10986/39510 License: CC BY-NC 3.0 IGO.”