Women entrepreneurs a formidable economic force for the nation

KUALA LUMPUR: The challenges that women entrepreneurs have had to face in the wake of the ongoing pandemic are unprecedented.

Recognising the contribution and in support of these women entrepreneurs, the government has allocated RM95 million during the 2021 Budget to empower women entrepreneurs, which is a testament that they will continue to be a formidable economic force for the nation.

It will also further help to strengthen their involvement in business and harness their potential to remain competitive.

In conjunction with International Women’s Day, three women entrepreneurs namely Enya Malaysia, Hijab for Traveller and Ning Salmah, who are also among the 22 finalists of the Alliance Bank-EcoWorld BizSmart Challenge 2020 (BizSmart Challenge), share their thoughts on challenges in operating and even in earnings when the Covid-19 pandemic hit Malaysia.

“In the first six months during the first Movement Control Order (MCO), I was not that affected as I have been focusing on online business since 2010.

“Hence, my sales have been moving as usual. The auto moratorium introduced by the government has further helped my business as I manage to put aside cash to save for emergencies,” Hijab for Traveller founder Emerilda Sani said.

She said the start of MCO did not give much impact to Emerilda’s business as she have been doing online business since 2010.

“However, one of the biggest challenges I faced was running out of stock. My best selling products are all from Indonesia and I know it is only a matter of time before I am unable to restock due to strict restrictions in their own country,” she said.

Enya Malaysia co-founder Elaine Hong said when MCO happened, the segment that took the most toll was the company’s production line.

“We needed to inform all of our customers about the backlog in orders and compensate with a gift for late orders. We managed to pull through and we’re very grateful to have them on board till today,” she said.

Ning Salmah founder Aliyah Barakbah said the company already have in hand a few strategies to use during these types of difficulties.

“Two main things that we did were to offer current customers a chance to join our membership drive and continue to buy our products at a discounted rate.

“The second strategy was to offer them a chance to earn extra income while they share and sell our products through their network,” she said.

When asked on advice to aspiring women entrepreneurs out there who want to start their own business in this challenging climate, Elaine said newcomers must commit themselves to do their own market research in anything you want to do.

“This gives you a hint of potential demand for the market size that you’d like to introduce your products or services to.

“Find out who your competitors are, and what are the pain points you’re able to overcome and if people are ready for this product or service,” she said.

Aliyah advises young women entrepreneurs to make their own decisions and be confident with their actions.

“Find a good support system, may it be friends or a business partner,” she said.

Emerilda said new women entrepreneurs to think smart and act quickly in every situation and decision they make.

“Be aware of your surroundings. Identify what are desired by the market and take actions and start your dream to be an entrepreneur. Doesn’t mean you need to spend a lot to start own business. Be creative,” she said.

To a question on how the participation in BizSmart Challenge helped business during the pandemic, Emerilda said the most significant impact by being one of the finalists is getting a brand awareness and credibility in the market.

“So now, many are aware that Hijab For Traveller is a serious business and I now have created more lines in order to keep on growing for the future,” she said.

Emerilda said for 2021, the focus is to bring life back to her popular products, ‘anak tudung sanggul Puffy Inner’ and few other ‘anak tudung’ products that have demands.

“We are stocking up popular products and give it a new look as it is still in huge demand from others. Additionally, I would also like to continue to grow my healthy coaching programme,” Emerilda said.

To the same question, Aliyah said during training in January 2020, she had the opportunity to meet up with various companies that provide consultation and services in terms of online marketing and digitalisation.

“I have implemented a few tips and tricks that were shared during the event, and so far has helped to increase our brand awareness online,” she said.

“My business focus for 2021 is to reach a much wider audience. Not only by my own branding exercise, as well as through my agent and reseller team.

“This is to reach our ultimate goal of being the preferred Natural and Herbal Mom and Baby care product in Malaysia and South East Asia,” said Aliyah.

BizSmart Challenge, said Elaine, has truly opened the doors by introducing Enya through media collaborations.

“The speed of getting a direct response from third parties is faster, and also talent placement opportunities that we gained from the well-established partnership between universities,” she said.

“For Enya we work on quarterly goals, for this quarter we would like to focus on digital ad content and improve our net promoter score. We will also be looking at expanding our team and our sales distribution channel for the entire year of 2021,” Elaine said.

Source: NST