Lessons from Sudanese women entrepreneurs in Uganda
I spent three months earlier this year in Kampala conducting ethnographic research to understand some of the ways Sudanese women are rebuilding their lives after forced displacement. One specific way they resituate themselves and reinstate their control over their lives is through entrepreneurship.
Doing entrepreneurship as a forcibly displaced person, after losing access to resources, safety, social networks (amongst other things) is a challenge to say the least. These constraints make their successes even more inspirational. So I thought it only makes sense to list the top lessons I took away from my time with these women, which I believe are valuable for every entrepreneur:
Believing: First and foremost, the women’s journey illustrates the importance of having a strong conviction in what we do and why we do it. While they usually downplay it and say “they did what they had to do”, their decisions come from a strong belief in their offering, skills and hard work. This belief is essential for entrepreneurs in any situation, for example in the face of slow growth or return on investments.
Being flexible: Even though the women have an unshakeable belief and conviction in their businesses, they do not reject change when it becomes necessary for them. Flexibility for entrepreneurs is important especially in volatile market conditions.
Moving on: When things don’t work, or when the entrepreneurs incur losses, they don’t dwell. They show an impressive capacity to move on from losses in order to refocus on their small businesses. Some women start different concepts until they find their thing. Entrepreneurship thrives through creativity and freedom.
Adapting to the external: Being displaced people in Uganda, the women find ways to adapt to the local communities they became a part of. Whether by adapting their products to fit different tastes, or by introducing new products. Before entrepreneurs can grow their customer base, they need to learn what they want and what will attract them.
Centering community & collaboration: The women find solace, support, inspiration and value in collaboration. So many of them share spaces, resources and knowledge motivated by the belief that they are as strong as their community. In such competitive landscapes, collaboration and giving back can open so many new doors and opportunities within entrepreneurship circles.
Taking calculated risks: There is definitely no one size that fits all. Even though many of the women operate with similar business concepts, they decide what suits them based on their own risk calculation. Some women sell in the market, while others sell exclusively from home. They are well aware of the risks and benefits of each decision, and are always learning from their experiences. Staying in the comfort zone can be detrimental for an entrepreneur.
Having an expansive mindset: Even while they juggle many responsibilities and navigate their lives in displacement, the women are constantly looking forward to their next step, their next development, their next certification and so on. Having this growth mindset underscores much of what they do as entrepreneurs and allows them to find new opportunities for business growth.