Profiling micro apparel enterprises in Botswana: motivations, practices, challenges and success

Abstract

The purpose of this research was to develop a profile of micro apparel enterprises in Botswana and to examine the profile for cross-cultural applicability in relation to small business scholarship. Field interviews with 24 businesswomen revealed that the women employed an average of three workers and had operated their firms for three to five years. The profile identified motivations for initiating a business; business practices related to employees, product development, and marketing; challenges faced as the business was initiated and expanded; and factors used in defining success. The businesswomen integrated a broad range of motivational stimuli for business start-up; engaged in rigorous marketing, often through personal networks; faced marketing, finance, and management challenges; and defined success using extrinsic criteria, including improving lives for the people of Botswana. Research findings contributed to a first stage for development of technical assistance that can guide Botswana entrepreneurs in business start-up and growth.