 ENTREPRENEURSHIP

management PROJECT
MMS-II (SEM –IV)
2009-10
 SUBMITTED TO:

 Ms. Deepa rohit


 Women
entrepreneurs
GROUP MEMBERS
üRashmika Patil
C-27
ü
üPrachi Pitale
C-29
ü
üAnandita Singh C-34
ü
üJayashree Prabhu C-43
 Entrepreneurship Management

Women Entrepreneurship
An enterprise owned and controlled by one or more


women having a minimum financial holding of 51% or

more, giving 51% or more employment to women


 Some Facts:


Women Constitute not only half of the World’s

population but also sway the growth of the remaining
half
They produce half of the world’s food supply
They account for 40% of the work force
Own less than 10% of the real estate


•
 Entrepreneurship Management

We need to understand…
Whether women can contribute
significantly towards the national economy

Do they have equal potential?

If so, why are there fewer women

entrepreneurs today?

What are their difficulties?

How can we address them?

Why do Women Take-up
Employment?
Push Factors
Death of bread winner
Sudden fall in family income
Permanent inadequacy in income of the family
Pull Factors
Women’s desire to evaluate their talent
To utilize their free time or education
Need and perception of Women’s Liberation, Equity
etc.
To gain recognition, importance and social status.
To get economic independence
Categories of Women
Entrepreneurs
Women in organized & unorganized
sector
Women in traditional & modern
industries
Women in urban & rural areas
Women in large scale and small scale
industries.
Single women and joint venture.
Categories of Women
Entrepreneurs in Practice in
India
First Category
– Established in big cities
– Having higher level technical & professional
qualifications
– Non traditional Items
– Sound financial positions
Second Category
– Established in cities and towns
– Having sufficient education
– Both traditional and non traditional items
– Undertaking women services-kindergarten,
crèches, beauty parlors, health clinic etc.
Categories of Women
Entrepreneurs in Practice in India
(Contd.)

Third Category
– Illiterate women
– Financially week
– Involved in family business such as
Agriculture, Horticulture, Animal
Husbandry, Dairy, Fisheries, Agro
Forestry, Handloom, Powerloom etc.
–
 Entrepreneurship Management

Professional Women:
Problems & Perceptions
 Entrepreneurship Management

Barriers to Women Entrepreneurship

Level Individual Household Business Community/
Barriers /Family Government
Financial Women look Men decide Less income= In some
for security about less property= countries,
expenses no security= signature of
no loan husband
required for loan

Economical Women get Women lack Lack of Women

less support for management discriminated in
education household know-how terms of access
work to economic
resources
Socio- Independent Violence Limited In male
thinking is against mobility – dominated
Cultural
not allowed women by problems with industries,
to women husband the marketing, women
transportation entrepreneurs
& selling of are not accepted
goods
 Entrepreneurship Management

Barriers to Women Entrepreneurship

Level Individual Household/ Business Community/
Family Government
Barriers
Political-Legal Women act Women have Less means Lack of
privately, got less to exert knowledge
not influence and power/less about women
politically negotiation protection Entrepreneurs
power in the by the state to be able to
family for women develop
entrepreneu appropriate
rs policies

Psychological Low self- Women are Women are State views

esteem, do divided afraid to be men as the
-
not dare to more ones who
Philosophical demand successful publicly
rights than represent the
men/husba family
nds
 Entrepreneurship Management

How to overcome
these BARRIERS ???
Educate and train
Help in setting home based business
Make easy finance available to them
Develop special schemes
Achieve self-reliance and place them at par
with their male counterparts
Develop gender sensitivity
Examine the process of gender inequality
Acquire skills of identification of
potential women entrepreneurs

Empowerment is not only an external

process but a process that has to
bring about intrinsic changes in
women as well as in men
 Entrepreneurship Management

Schemes for women entrepreneurs

Seed capital scheme

National equity fund
Prime minister’s employment guarantee scheme
Single window scheme
DIC scheme
KVIC scheme
Bank schemes for women entrepreneurs
Mahila Arthik Vikas Mahamandal (MAVIM)
Mahila Udyog Nidhi and Mahila Vikas Nidhi
Priyadarshan Yojana
 Entrepreneurship Management

Seed Money Assistance

Funds for unemployed youth and women aged 18 to 35

years, with minimum qualification- Std. VII th pass @
10%

Maximum seed capital available Rs.5 Lakh

Assistance percent is 10% to 15% of total fixed capital,

22.5% for backward classes

Repayment period- 7 years

 Entrepreneurship Management

Prime Minister’s Employment

Guarantee Scheme
Maximum age of 35 years, with qualification- X th
pass

Assistance by way of loans up to 95% of project cost

15% subsidy is made available

Subsidy of up to 15% or Rs.7,500, whichever lesser

provided by government of India

Parents of the candidates cannot have annual income

exceeding Rs.24,000
 Entrepreneurship Management

DIC scheme
Encouragement to start women entrepreneurship in
areas with population of less than Rs. 1 Lakh

Investment in machinery up to Rs.2 Lakh is allowed

20% of this investment is granted as seed capital

For backward classes, the seed capital is up to 30%

The interest rate is 4%

Remaining capital needs to be financed by

banks/financial institutions
 Entrepreneurship Management

Single Window Scheme

Scheme by SIDBI to provide fixed and
working capital from a single source

Project cost excluding working capital and

margin money, can go up to Rs. 20 Lakh

Repayment period-10 years

Founder’s capital- Minimum 25%

 Entrepreneurship Management

Mahila Arthik Vikas Mahamandal

(MAVIM)
Established on the 24th February,1975

Schemes: Maharashtra Rural Credit Programme

(MRCP), Swarna Jayanti Gram Swarozgar Yojana
(SGSY), Swayamsiddha Programme (IWEP), Mahila
Swavalamban Nidhi (MSN), Ramai Mahila
Shakshamikaran (SCP), NABARD Add-On Project,
Rashtriya Samvikas Yojana (RSY), Krushi Saptak
Yojana and Tribal Development Project (TSP)

Activities/objective: Self employment of women,

training them in various product and service
industries, assisting them to start business and
manage it
 Entrepreneurship Management

Mahila Udyog Nidhi and Mahila

Vikas Nidhi
Started by SIDBI in 1990

Provides finance up to Rs.10 Lakh through

state financing corporation and SIDC

Financial assistance provided as concessional

rate

Mahila Vikas Nidhi also provides assistance in

training women entrepreneurs
 REVATHI ROY
DEBBI FIELDS

JYOTI RAMNATH
International
Entrepreneur
DEBBI FIELDS
Debbi Fields

 Founder and former chairperson

 500$ million company
 It now has 920 stores
 Across 11 nations.
 Bakes and sells specialty cookies,
brownies
 Mrs. Fields' stores were first known
as Mrs. Field's Chocolate Chippery.

Personal Life

 Born on September 18, 1957 in

 Oakland, California.
 Four elder sisters
 Father-Welder and mother a
housewife
 An average student and attention
was being diverted away from
school and into the kitchen
 Hard working
Personal Life

 First job at 13 years for 5$ per week

 Baking cookies –vanilla ,butter
,chocolate chips
 She married by 19 and was confined
to a role of a house wife
 Found challenging during social
gatherings
 Eye opening experience



Challenge

 Present the idea to her family

 Both her parents as well as her
husband objected to her decision
 No formal education, money
 Determined
 “The biggest failure in life is never
trying”

Beginning

 Business plan and batch of freshly

made cookies
 Approached bankers
 Fields found a banker who agreed to
give the money(25,000$)
First store

 On August 18, 1977, she opened her

store in California at 9 a.m.
 By noon nobody had bought even
one cookie
 Took samples to people on the
streets
 Liked the samples so returned to
actually buy cookies
 Providing free samples to potential
customers remained a cornerstone
Hiring employees

 People who shared her passion for

cookies
 Auditioning all of her employees
 Fields would first make them try her
cookies
 Fields would then send her prospects
into the street with trays of cookies
“Good enough never is,” says
Fields. “Set your standards so
high that even the flaws are
considered excellent.”
Perfectionist

 Surprise visit
 Cookies had been over baked
 Mrs. Fields was upset and didn’t
want to associate her name with
over baked cookies
 Took great pride in her recipes

Customer Service

 Two-hour sell time

 Conscious of her
regular customers
 Making people feel
special is an
important
ingredient in her
recipe for
success.
 Learning their
names and how
they liked their
Qualities

 Perseverance
 Determination
 Passion
 Perfection
 Customer service
Early Expansion

 Second store was opened in 1979 in

San Francisco
 In 1981 the company operated 14
stores
 In 1982 Mrs. Fields' Cookies recorded
sales of about $30 million
 1983- operated 70 stores from
Honolulu to Chicago
 In 1987 earned a profit of 18.5
percent on sales of $87 million
Expansion

 Purchased La Petite Boulangerie, a

chain of 119 French
bakery/sandwich stores, from
PepsiCo for $15 million.
 Bad year in 1988 when it lost $19
million and closed 85 of its 500
stores, mostly in the eastern and
south eastern United States.
 1990-Mrs. Fields' Cookies announced
an agreement with the Marriott
Corporation
Expansion

 1990- operated 45 international

stores in Canada, Australia, Japan,
Hong Kong, and the United
Kingdom
 In 1993- new owners reorganized
the company.
 Four lenders, mainly the Prudential
group, acquired almost 80 percent
of the firm in exchange for writing
off $94 million in company debt
Reasons for huge debt

 Company expanded too fast and

many stores could not afford their
expensive rents
 Nation's economic downturn in the
early 1990s hurt Mrs. Fields'
Cookies
 Debbi Fields insistence on hands-on
personal management and
reluctance to franchise did not
work.
Achievements


 Earned the Golden Gavel award that is
awarded annually to the individual
that demonstrates consistent self-
improvement, success and leadership

 Debbi Fields has authored various
books including the "Mrs. Fields
Cookie Book: 100 Recipes from the
Kitchen of Debbi Fields" - the first
cook book to make it to the top of the
New York Times bestseller list

“Everybody said I couldn't do
it, I didn't have a job, I didn't
have money, I didn't have
formal education, I just had a
recipe, and a dream." Debbi
Fields stuck to her dream and
today her cookies make
everyone smile!
 Indian
entrepreneur
How does it sounds — being
driven by
educated ladies instead of
your regular
swearing and paan-spitting
cabbie?
That too in silver and
white/pink Versas
and Wagon Rs, replacing the
tottering
black-yellow Fiats
Revathi
Roy…….
"A service by the WOMEN, for
the WOMEN and of the
WOMEN."
FORSHE TRAVELS AND
LOGISTICS


Women in India’s financial capital Mumbai and
political capital Delhi
now have have option
travelling in TAXI equipped and run specially by
women only.

The name is FORSHE that is FOR SHE only for
ladies.
REVATHI
ROY
The founder and managing director of
For-She Travels and Logistics Private
limited (FTL)
 “I F you had met me just a few
years ago, I would have cried on
your shoulder to start with, My
husband died after his long
battle with heart disease. His
treatment and hospitalization
took away not only my savings
but even my mother’s money. I
was desolate and devastated
because I had to bring up three
children on my own. All around
me, everything collapsed and
nothing, it seemed, could bring
me out of the mess. But I
discovered, like many women,
that the night is darkest
before dawn, and one day, I
started a new business project
 ABOUT Ms. REVATHY ROY
Name: Revathi Siddhartha Roy
Age: 49
Married:22 years ago to a Bengali.
Schooling: Convent Girls High School,
Prabhadevi.
Graduation: St. Xaviers’ Mumbai with
Economics.
Post- Graduation: Mumbai University.
Family: 3 Sons (21, 18, 12)


 EXPERIENCE
Worked in marketing with a leading newspaper.
After her marriage, started her own business in
interior décor accessories like doors and
windows and did reasonably well.
 ABOUT For-She Travels and
Logistics Private limited (FTL)

Start-up: 19th March, 2007.

Initial Investment: Rs 14 lakh (from friends
and family), 2 Leased Taxis.
Number of Employees: 35 (18 Drivers).
Number of Taxis: 21 air-conditioned white
Maruti Versa cars.
 ABOUT For-She Travels and
Logistics Private limited (FTL)

Fare: Rs.2,500 for half-a-day (8:00 – 14:00) &

Rs. 4,000 for entire day (8:00 – 20:00).
Salary: Rs. 9500/- & Tip.
Tie-up: Orix Auto Infrastructure Services.
Sponsorships: Marie Claire, Hindustan Lever.


 Services offered by FTL
Driving training to learners.
Defensive Driving training for
personal and Corporate
chauffeurs.
Etiquettes training and
grooming of
commercial chauffeurs.
Fleet Safety Management
System Audit for corporate.
Training for Women Security
Guards.

 Geographical Presence
MUMBAI
DELHI
HYDERABAD
BANGALORE

KOLKATA
 THE SERVICE OF FOR-SHE
Exclusively for women, by women, with women
clad.
The only males allowed to ride in For- She are
children under age 12.
Women feel secure and safe.
Cleaned daily so that the passengers don't inhale
stale air.
Offers a mini make-up kit that includes a mirror,
nail polish remover, cotton buds, clippers and nail
files.
 Contd……….
Selection of magazines and newspapers.
Each taxi is also fitted with a walkie-talkie.
Music.
Trendy and good looking cabs - pink stripe
painted on the taxis, which gives them an
attractive and feminine appearance.
Drivers - Dressed in pink or lavender 'kurta'
(tunic) and blue trousers, an ink-blue scarf tied
Girl Guide fashion around their necks
completes the very elegant and posh look.
 Contd………
Drivers - Well educated and can speak fluent
English, Hindi and Marathi.
A few are also conversant in Gujarati.
Passionate about driving.
Well-versed with the city roads as well as
shopping malls and complexes.
24-hour, door-to-door service.
Dial 09323208277 or 09892819245 or 022-
24324161.
 NEED OF A BUSINESS
Not satisfied with the earlier
Business of interior décor
accessories.
Suffering from the bereavement
of her husband.
No savings.
Taking care of three sons and
mother.

 IDEA GENERATION

 In December 2006, while

on a leisurely dinner
with a close friend,
outside Mahalakshmi
Station, lightning struck
her in the form of an
idea which could well go
in the way of creating a
revolution on the roads
— an exclusive ladies
taxi service driven by
 REASONS
Irritatation with Taxi – Drivers with
their irresponsible driving.
Some drivers would stare at her in
the rear-view mirror.
Wasn’t too comfortable with the lack
of cleanliness of regular cabs.
Growing number of working women.
Safety of working women.
Passion for driving.

 START – UP And DIFFICULTS

Initially thought of the name ‘Lavender

Dews’.
Approached an ad agency that could
design her ads, create stationery to talk
about it, get lady drivers, get vehicles.
No money for investment.
Add Agency - Ubiquitas Advertising
and met Jayesh Chandan.

 Contd……….
Risk at that point of time.
Support from Jayesh Chandan - He, with his vision
and more than a decade of sound experience in the
field, was sure of this concept succeeding.
Gave the name Forsche to taxi service.
Released an ad in a local daily on July 25, 2006 for
lady drivers, and got a stupendous response.
On the 26th her husband was hospitalised and
passed on the 29th.
 Contd………..

Pressure for starting the Business on time

because of commitment.
Male dominated business.
Difficulty in finding women employee with
driving licenses.
Difficulty to find women who has
knowledge of all geographical area of
cities.
 SUCCESS AND THE FUTURE
AHEAD………..
Intense media coverage.
Continuously increasing Customer base which
includes outstation women who fly down to the
city for work, senior citizens, BPO employees.
Women empowerment.
Businesses, hotels and even Call Centres have
expressed an interest in hiring these taxis for their
women employees.
Plans to launch in Hyderabad, Bangalore and
Kolkata.
•
 PERSONALITY
Innovative
Commitment
Societal
Visionary
Passionate
Role Model:Eleanor Roosevelt
Patient
Confident

criticism
 Stick to what you
are doing. Don’t
give up. Believe
firmly in your
product, your
passion and
yourself because
nobody understands
your product better
than you.

“you set the
sails and God
will blow the
wind.”Forsche
has set the
sails. Let’s see
which way the
wind blows….
Require our service? All you
have to do is call our office on
24324161 / 62, or @ 98928
19245 / 93232 08277. Our
Thane office no is 9870011327.
Or, email :
forsche@rediffmail.com.
Entrepreneur
Jyoti Ramnath,CEO & Founder,
CraftMyGift
 Personal Profile
ü Current
 Volunteer at HeadStart
Network Foundation
 CEO at CraftMyGift
ü Past
 User Interface Designer at
Hewlett Packard
ü Education
 ICFAI University
 Indian Institute of
Management, Bangalore
 S J C Institute of Technology

HOW THE IDEA
 “ The idea of
CraftMyGift came from
one my passions of
adding a touch of
personalization to each
gift that I used to gift
my friends . I did some
market research and
realized that a lot of
people don ’ t find the
right place to get such
gifts and end up
creating such personal
gifts on their own .”
My Story
ü I have been setting goals for myself and have
worked hard to achieve them.
ü
ü I spend a lot of time on self-development.
ü
ü I keep hunting for courses which I can enroll
myself into.
ü
ü One of such courses-MPWE provided a turning
point in my life .
My Story
ü I always wanted to lead a team.
ü
ü It is a big challenge to build a profitable venture
from scratch and it requires you to develop
yourself in areas, which are completely out of
your comfort zone.

My Venture
My Venture
CraftMyGift was born as an idea during my course
MPWE at IIM-B.
•
Later my idea was also selected for incubation at
NSRCEL incubation center at IIM-B.
•
CraftMyGift was started to help people create
exclusive and highly personalized gifts for their loved
ones, gifts which are filled with emotions and touch
the heart of the recipient.
Company Profile
Start up: 2008
Initial Investment: Rs. 3-4 lakhs (Personal savings)
Vision: To make the art of gifting an enriching
experience.
Target Audience: People in the age group of 20 – 40,
internet aware, working professionals.
Customer Base: 50
Turnover: around Rs. 6 lakhs
•
Challenges faced
Finding the right
resource or talent
especially in design
field.

Understanding where
to invest & where
not to invest.


Future Plans
Creating a brand
CraftMyGift

Corporate Clients

College ambassadors for

CraftMyGift

Diversify
ü
Qualities
• Passion
•
• Progressive learner
•
• Dynamic
•
• Achiever
•
• Focus & Goal-oriented
 I am an entrepreneur because I
love the challenges it puts across
for me to handle. I believe I can
achieve my dreams by being an
entrepreneur.
conclusion
 Webliography and Bibliography

www.forshee.com
Article: Mumbai's women-only taxi service – By Monica
Chadha BBC News, Mumbai.
Dignity dialogue - October 2007, Page 6.
Forsche - The ‘ladies only’ cab service. Published by News
Jockey March 8th, 2007 in Cars and Launches.
www.craftmygift.com
www.nenonline.org
www.iimb.org
www.nsrcel.org
