South Africa is promoting entrepreneurship to create jobs and solve the unemployment problem that currently exists, however small business failure remains high. Many business incubators and business support programmes are including business coaching to increase the rate of success of small businesses. Although research has focused on the effects of coaching on executives and small business owners, research on coaching women entrepreneurs and the effect of coaching on growing their business is limited. The purpose of this research assignment was to explore the experiences women entrepreneurs have had of coaching in the Western Cape, and how the coaching has affected the growth of their businesses.
A cross-sectional study using exploratory qualitative research methods was conducted with a group of 11 women entrepreneurs who had received coaching to grow their businesses. Four coaches who coach women entrepreneurs to start and grow their businesses participated in the research. Semi-structured, face-to-face interviews were used to collect primary data.
The findings indicated that all of the 11 women entrepreneurs appreciated advice and guidance from their coaches as they learned from the information shared. Ten of the women entrepreneurs began to think differently as a result of coaching and ten women entrepreneurs reported feeling more self-confident. Nine women entrepreneurs commented that they were better organised, had gained improved leadership skills, knowledge, productivity and discipline in their business. Three women entrepreneurs noticed an improvement in their interactions with other people. Nine of the women entrepreneurs mentioned that they learned more about themselves, and how to cope with their situations, while the women entrepreneurs who had received group coaching emphasised that they learned from other women entrepreneurs. The coaches used different coaching models, including the GROW model, Results Coaching, Zen Coaching, and generic coaching skills, namely: listening and asking questions. However, the women entrepreneurs who participated in the study were not familiar with the coaching approaches used and which coaching methods and techniques were used were not important to them.
The participants expressed their awareness of values they felt were important for them in their business, the most common values highlighted being discipline and accountability. Coaching appeared to have a more significant effect on their values than assisting them with goal-setting.
The findings suggest that a customised coaching approach which includes guidance and advice should form part of the coaching approaches used with women entrepreneurs who are in the start-up and growth phase of their businesses. Coaching can help to align their personal values to their business within a supportive environment, which in the longer term could lead to business growth.
Research conducted by Mariana Fortuin in fulfilment of Master’s degree in Management Coaching, Stellenbosch University Business School, 2016