Publication: Helping Female Entrepreneurs Access Digital Platforms: The Importance of a Tech-Plus-Touch Approach and Other Lessons Learned - Case Study 1
Date
2023-03-12
ISSN
Published
2023-03-12
Author(s)
Friedson-Ridenour, Sophia
Edey, Kinfe
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.
Citation
“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.”