Challenges Faced by Women-Owned Startups and Potential Solutions

Reading Time: 11 Minutes

Starting and expanding a business is not easy, regardless of gender or age. However, female entrepreneurs have faced many challenges compared to their male counterparts.

As per the Gender Index, launched in 2022, just 17% of active companies were led by women, a number three and a half times smaller than the 2.7 million male-led companies.

But why is this happening? We have figured out some challenges that women face in starting their businesses. We will also help you with some solutions to these challenges. 

Societal Norms of Male Dominance

There’s a huge gap between the number of male and female entrepreneurs. Owning and starting a new business can feel masculine to many people. These social norms can hold women back from becoming their own bosses. 

The widespread belief that men are better suited for entrepreneurship often discourages women from pursuing their business dreams. From an early age, girls are often steered towards traditionally feminine pursuits. Meanwhile, boys are encouraged to pursue leadership roles and assertive behaviors. 

As a result, many women grapple with internalized beliefs that entrepreneurship is inherently masculine. This leads to self-doubt and hesitation in pursuing their business ventures. 

Societal Norms of Male Dominance

Societal norms regarding gender roles vary significantly across different cultures and industries, influencing the landscape of entrepreneurship. In some cultures, the traditional view of women as primary caregivers and homemakers persists, creating additional psychological and practical barriers to entering the business world. For instance, in certain societies, women may face more significant social scrutiny or even direct discouragement when attempting to start their own businesses, especially in sectors traditionally dominated by men, such as technology, construction, and manufacturing.

Conversely, industries like fashion, beauty, and education, often seen as more “feminine,” might be more accepting of women entrepreneurs but can also pigeonhole their talents and ambitions. This segregation not only limits women’s opportunities but also reinforces stereotypes about what types of businesses women should lead.

Role of Media Representation

The media plays a pivotal role in shaping societal perceptions of entrepreneurship and gender roles. Historically, media representation of entrepreneurs has skewed heavily towards male figures, often portraying them as the archetypal visionaries and risk-takers. This portrayal reinforces the stereotype that men are more suited to entrepreneurship than women.

However, the narrative is slowly changing with the rise of social media and digital platforms, where stories of successful women entrepreneurs are more visible and accessible. Platforms like LinkedIn, Instagram, and YouTube allow women to share their entrepreneurial journeys, challenges, and successes, providing alternative narratives and role models for aspiring female entrepreneurs.

Despite these positive changes, there’s still a need for more diverse and inclusive representation in mainstream media. Highlighting stories of women from various backgrounds, industries, and cultures can help dismantle the monolithic perception of entrepreneurship. It’s crucial for media outlets, educational content creators, and policymakers to collaborate in promoting a more inclusive view of entrepreneurship that celebrates diversity and encourages women from all walks of life to pursue their business aspirations.

Impact of Changing Norms

The changing societal norms and media representation have a tangible impact on the ground. They influence young girls’ aspirations, shape the support networks available to women entrepreneurs, and can even affect funding decisions made by investors. By challenging and changing these norms, society can create a more supportive environment for women entrepreneurs.

Efforts to promote gender equality in entrepreneurship should be multifaceted, addressing not only the financial and practical barriers women face but also the cultural and perceptual obstacles. This includes educational programs that encourage entrepreneurial thinking among girls, media campaigns that highlight the diversity of women’s contributions to the economy, and policies that address the unique challenges faced by women entrepreneurs.

Solutions for Male Dominance

To effectively address the challenge of male dominance in the entrepreneurial ecosystem, it’s crucial to implement targeted solutions that empower women and create a more equitable landscape. Here, we explore practical strategies and initiatives designed to dismantle gender stereotypes, promote inclusivity, and support women in their entrepreneurial journeys. These solutions aim to shift societal perceptions, provide resources, and foster an environment where women’s business ambitions are nurtured and valued.

Promoting Gender-Inclusive Entrepreneurship Education

Education plays a crucial role in shaping future entrepreneurs. Introducing entrepreneurship programs in schools emphasizing gender inclusivity can inspire both girls and boys to view entrepreneurship as a viable path regardless of gender. These programs should highlight successful female entrepreneurs as role models and cover the unique challenges and strengths women bring to the business world.

Media Campaigns to Shift Perceptions

Collaborate with media outlets and social media influencers to launch campaigns celebrating women entrepreneurs’ achievements across various industries, especially those in traditionally male-dominated fields. These campaigns can help shift public perception and inspire more women to pursue their entrepreneurial ambitions.

Mentorship and Networking Opportunities

Establish mentorship programs that connect aspiring female entrepreneurs with experienced mentors, both women and men, committed to supporting gender diversity in entrepreneurship. Networking events focusing on inclusivity can also provide vital opportunities for women to find mentors, partners, and investors who support women-led startups.

Supportive Policies and Initiatives

Advocate for policies and initiatives that specifically address the barriers women entrepreneurs face. This could include funding programs dedicated to women-owned businesses, tax incentives for companies that support gender diversity, and requirements for gender diversity in public procurement processes.

Encouraging Male Allies

Engage men in the conversation about gender diversity in entrepreneurship. Workshops and seminars that educate men on the challenges faced by women entrepreneurs and how they can be allies can foster a more inclusive environment. Encouraging men to support their female colleagues, whether through mentorship, advocacy, or simply by challenging sexist attitudes, can make a significant difference.

Visibility and Recognition

Increase the visibility of women entrepreneurs through awards, media features, and speaking opportunities at industry events. Recognizing the achievements of women in business not only celebrates their success but also challenges the stereotype that entrepreneurship is a male domain.

By implementing these solutions, we can begin to dismantle the societal and cultural barriers that contribute to male dominance in the entrepreneurial world. Creating a more inclusive and supportive environment for women entrepreneurs will benefit women and enrich the entire entrepreneurial ecosystem with diverse perspectives and innovations.

Difficulties Getting Finance

Many women struggle to secure investments for their startups. About one-third of women say that funding is their main hurdle to entrepreneurship. This highlights the significant systemic barriers female entrepreneurs encounter in getting financial support for their ventures. Fewer females apply for loans or overdrafts than males due to this fear.

This may lead to problems such as finding business premises, the right employees, and payment of employees. The lower amount of investment can also impact work-life balance. These burdens can fall on the entrepreneurs, which may lead to imbalance. 

Solutions for Getting Finance

Addressing women entrepreneurs’ financial challenges requires a multifaceted approach that leverages various funding sources and support systems. Here are more detailed strategies and resources that can help women overcome these hurdles:

Government Grants and Loan Programs

Many governments offer grants and loan programs specifically designed to support women-owned businesses. These programs often provide not just funding but also valuable business support services. For example:

  • SBA Women’s Business Centers (USA): The U.S. Small Business Administration operates Women’s Business Centers nationwide, offering advice on writing business plans, navigating federal contracts, and accessing capital.
  • Women Entrepreneurship Fund (Canada): This fund provides financial support to women-led businesses in Canada aiming to grow and reach new markets.

Research local and national government programs in your country, as they can be an excellent source of non-dilutive funding.

Angel Investment Networks for Women

Angel investment networks that focus on women entrepreneurs can provide capital, mentorship, and networking opportunities. Examples include:

  • Golden Seeds: An investment firm that focuses on women-led businesses, providing early-stage investment and a network of over 275 investors.
  • Astia: A global network that invests in high-growth companies led by women.

Connecting with these networks can offer crucial financial support and access to a community of investors who are specifically interested in supporting women entrepreneurs.

Venture Capital Firms with a Focus on Diversity

Some venture capital firms prioritize investments in startups led by women and minorities, recognizing the value of diversity in driving innovation and financial success. Examples include:

  • Backstage Capital: This firm invests in companies led by underrepresented founders, including women, people of color, and LGBTQ+ entrepreneurs.
  • BBG Ventures: An early-stage fund focusing on consumer tech startups with at least one female founder.

Approaching these firms can provide capital, strategic support, and access to broader networks.

Crowdfunding Platforms

You can try various free crowdfunding sites, which can help you get funding for free. Platforms like Kickstarter and Indiegogo are popular, but others like iFundWomen offer crowdfunding specifically for women-led startups, providing a supportive community and coaching services. 

Crowdfunding platforms start fundraisers on their websites and share your growth journeys with the donors. Nowadays, websites use AI storytellers to make your journey more compelling and increase donations. You can also share the fundraising campaign with your family and friends, who can help you get funds.

Financial Literacy and Business Training

Access to financial literacy programs and business training can significantly impact a woman entrepreneur’s ability to secure funding. Organizations like SCORE and the National Association of Women Business Owners (NAWBO) offer workshops, mentoring, and resources to help women build a solid business foundation and become more attractive to investors.

Networking and Support Groups

Joining women entrepreneur networks and support groups can provide invaluable insights into navigating the funding landscape. These groups often host pitch events, workshops, and forums where entrepreneurs can connect with potential investors and learn from each other’s experiences.

Microfinance Institutions

For smaller startups or those in developing countries, microfinance institutions can offer loans, savings, and insurance to women entrepreneurs who might not have access to traditional banking services. Organizations like Kiva and Grameen Bank specialize in microfinance and strongly focus on empowering women.

By exploring these detailed solutions, women entrepreneurs can better navigate the financial challenges of starting and growing their businesses. Researching and leveraging available resources is important, as securing funding is critical to business success.

Fewer Sales

Women-owned businesses sometimes have trouble selling as much as businesses owned by men. Even if their products or services are just as good, some people think those from women-led businesses aren’t as good. This unfair thinking makes it tough for women entrepreneurs to grow their businesses. Due to this, many women have self-doubt about starting a business and feel like shutting it.

Ways to Increase Your Sales

Women entrepreneurs need to show people why their products or services are valuable to fix this. You can do this by talking about their brand and connecting with customers. Doing this allows you to sell more and compete better in the market. It’s all about showing everyone the great things you have to offer. 

Another way to increase sales is by registering as a women-owned business. This helps you reach more customers, including big companies and government agencies that want to support women entrepreneurs.

You can also try selling your products online. The appreciation of products is considered rather than who is selling them. With support and opportunity, women entrepreneurs can thrive and succeed in business.

Hiring Challenges as a Women

Hiring and keeping people in the company is hard for women who own startups. When hiring new employees, they sometimes face unfair judgments based on gender. This means their team might not have a good mix of different kinds of people, which is important for making everyone feel welcome. When there’s not enough diversity, it’s harder for everyone to work together well. 

Solutions for Hiring a Good Team

To fix this, women who own businesses must focus on hiring fairly and ensuring their teams are diverse. They can do this by changing how they hire people, like not knowing the person’s name or gender when they apply for a job. 

They can also set goals to have a certain number of different kinds of people on their team. This way, you can build teams that bring different perspectives and ideas to the table. It makes their businesses stronger and more successful.

Teaching your hiring manager not to judge people unfairly is also helpful. Making sure everyone feels included and valued at work is also important. When the workplace is welcoming to everyone, it helps keep employees happy and makes the business stronger compared to others.

The fear of failure is a common barrier many entrepreneurs, especially women, face when considering new ventures or opportunities. This apprehension can stem from societal expectations, personal insecurities, or previous setbacks. However, embracing risk and viewing failure as a learning opportunity rather than a setback can transform personal growth and business success.

The Fear of Failure

Fear of failure often manifests as a paralyzing force, preventing individuals from stepping out of their comfort zones and pursuing their ambitions. This fear can be exacerbated by the pressure to adhere to societal standards of success and perfection, frequently highlighted in social media and professional circles. The fear of not meeting these standards can be particularly daunting for women who may already face systemic barriers in the entrepreneurial landscape.

Research suggests that women and men may experience and respond differently to the fear of failure due to cultural and social conditioning. Women are often encouraged to be cautious and meticulous, which can translate into a reluctance to take risks. In contrast, societal norms often reward men for boldness and risk-taking, even in the face of potential failure. Recognizing these conditioned responses is the first step toward overcoming them.

Strategies to Overcome Fear of Failure

The entrepreneurial journey often involves confronting the fear of failure, a common obstacle hindering progress and innovation. To empower women entrepreneurs to embrace challenges confidently, we present a series of strategies designed to transform fear into a catalyst for growth and learning. These approaches encourage risk-taking, resilience, and a positive mindset, providing the tools to overcome setbacks and pursue success with determination.

  • Reframe Failure as a Learning Opportunity: Shift your perspective to view failure not as a reflection of your worth but as a valuable source of insight and growth. Every setback offers lessons that can guide future decisions and strategies.
  • Set Realistic Expectations: Understand that perfection is unattainable and that mistakes are part of the entrepreneurial journey. Setting realistic goals and acknowledging the likelihood of encountering obstacles can help mitigate the fear of failure.
  • Build a Support Network: Surround yourself with mentors, peers, and role models who have navigated their own failures and can offer guidance, encouragement, and a reminder that you’re not alone in facing these challenges.
  • Celebrate Small Wins: Recognize and celebrate progress, no matter how small. This helps build confidence and momentum, making it easier to tackle bigger challenges.
  • Develop a Growth Mindset: Cultivate a mindset that embraces challenges and views effort and perseverance as paths to mastery. A growth mindset enables you to see failure as a temporary setback rather than a permanent state.
  • Practice Risk-Taking: Start with small risks to build your confidence. As you become more comfortable with uncertainty, gradually increase the stakes. This practice can help desensitize the fear response over time.
  • Mindfulness and Stress Management: Techniques such as meditation, journaling, and cognitive-behavioral strategies can help manage the anxiety associated with the fear of failure, allowing for clearer decision-making and risk assessment.

Many successful entrepreneurs have faced significant setbacks before achieving success. Their stories highlight the importance of resilience, adaptability, and the willingness to learn from mistakes.

A Feeling of Loneliness

Entrepreneurship, while rewarding, can also be a solitary journey marked by moments of doubt and isolation. This sense of loneliness can be particularly pronounced for women entrepreneurs, especially those navigating male-dominated industries. The challenge of feeling alone isn’t just emotional; it can have tangible impacts on the growth and sustainability of a business. When entrepreneurs feel isolated, their motivation, creativity, and resilience can suffer, potentially stalling progress and innovation.

Loneliness in entrepreneurship often stems from the unique pressures and responsibilities of running a business. Unlike traditional employment, entrepreneurs may lack a built-in network of colleagues and mentors to share challenges and successes. For women, this isolation can be compounded by a lack of representation and support in their field, making it harder to find role models and peers who understand their experiences.

Ways for Coping with Loneliness

  • Join Entrepreneurial Networks and Communities: Actively seek out online and offline networks that cater to women entrepreneurs. Organizations such as Women Who Code, Female Founders Fund, and local women’s business associations offer spaces for connection, support, and mentorship.
  • Participate in Mentorship Programs: Engage in mentorship programs either as a mentor or a mentee. These relationships can provide valuable guidance, reduce feelings of isolation, and increase your sense of belonging within the entrepreneurial community.
  • Attend Industry Meetups and Conferences: Regularly attending industry-specific events can help you stay connected with trends, meet potential collaborators, and feel part of a larger community. Many events now offer virtual options, making them more accessible.
  • Create a Mastermind Group: Form or join a small group of fellow entrepreneurs who meet regularly to discuss goals, challenges, and strategies. These groups provide accountability, support, and diverse perspectives that can enrich your entrepreneurial journey.
  • Leverage Social Media and Online Forums: Platforms like LinkedIn, Twitter, and specialized forums for entrepreneurs can be excellent resources for building connections, seeking advice, and sharing experiences with peers globally.
  • Prioritize Self-Care and Mindfulness: Incorporating practices that promote well-being, such as meditation, exercise, and hobbies, can help manage the stress and loneliness of entrepreneurship. These practices can also improve your overall resilience and mental health.
  • Seek Professional Support: Sometimes, the loneliness might stem from deeper issues that professional counseling or coaching can address. Don’t hesitate to seek out these resources to support your mental and emotional health.

Building a supportive community is crucial for combating loneliness. This community can come from peers, mentors, family, and even customers. A strong support network provides emotional sustenance and opens up opportunities for collaboration, feedback, and new business. Remember, seeking connection is not a sign of weakness but a strategic and healthy approach to sustaining your entrepreneurial spirit.

Balancing Business and Family Life

Women entrepreneurs who are parents face the dual responsibilities of managing their businesses and caring for their families. Balancing these commitments is crucial for achieving a satisfying work-life equilibrium. Achieving this balance often entails transitioning from traditional corporate roles to entrepreneurship. 

Some women leave the corporate world before starting a family to focus on having more freedom and control over their lives. This leads to destroying their career and may make it harder for them to rejoin the workforce. 

As a solution, workplaces are becoming more flexible. Moreover, starting a business gives you the most freedom and control over your time and priorities.


In the entrepreneurial world, women face distinct challenges, from societal biases to financial hurdles and balancing work-life demands. Despite these obstacles, their resilience is transforming the business landscape. Addressing these issues through supportive networks, inclusive education, and accessible funding can pave the way for a more equitable entrepreneurial ecosystem.

The strategies discussed, from dismantling male dominance to embracing failure as a learning opportunity, underscore the need for a collective effort to support female entrepreneurs. Initiatives like mentorship programs and targeted financial support are crucial for empowering women and enriching the entrepreneurial community with diverse perspectives.

Advocating for policies that address women’s unique business challenges is essential for fostering an inclusive economy. Breaking down barriers and celebrating diversity can create a future where female entrepreneurs are the norm, contributing to a more dynamic and innovative global marketplace. Together, we can ensure every woman has the opportunity to succeed in the business world, moving us closer to gender equality in entrepreneurship.

I'm Allison Dunn,

Your Business Executive Coach

Join our list for exclusive tips, content and a welcome gift – our ebook on how to engage your team and boost profits.