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 ü üJayashree Prabhu

C-34 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 Barriers

Household /Family
Men decide about expenses

Business
Less income= less property= no security= no loan Lack of management know-how

Community/ Government
In some countries, signature of husband required for loan Women discriminated in terms of access to economic resources In male dominated industries, women entrepreneurs are not accepted

Financial

Women look for security

Economical

Women get less education

Women lack support for household work Violence against women by husband

SocioCultural

Independent thinking is not allowed to women

Limited mobility – problems with the marketing, transportation & selling of goods

Entrepreneurship Management

Barriers to Women Entrepreneurship
Level Individual Household/ Business Family Barriers Political-Legal
Women act privately, not politically Women have got less influence and negotiation power in the family Less means to exert power/less protection by the state for women entrepreneu rs Women are afraid to be more successful than men/husba nds Lack of knowledge about women Entrepreneurs to be able to develop appropriate policies State views men as the ones who publicly represent the family

Community/ Government

Psychological Philosophical

Low selfesteem, do not dare to demand rights

Women are divided

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

DEBBI FIELDS

REVATHI ROY

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 selfimprovement, 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
Mumbai

Women in India’s financial capital

and

now have have option travelling in TAXI equipped and run specially by women only.
political capital

Delhi

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)

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

“I F you had met me just a few

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 02224324161.

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

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