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Another way in which the program differs from traditional business training is the focus on the entrepreneurial mindset. Previous work has shown that than a group who did not attend the training. Attitudinal change seems to have been the key channel of influence, since participants evidenced higher levels of self-efficacy and personal initiative, relative to a control group. The couples-based curriculum therefore includes activities that build confidence and problem-solving strategies alongside traditional modules such as accounting, marketing, and business planning that are tailored to the entrepreneur’s situation.
Habtamu’s wife, Yodit Mulugeta, credits the training with raising her status as an entrepreneur and transforming how her husband sees her business. Other participants tell a similar story. Many women report that they had to persuade their spouses to attend but were willing to persevere because they had important things to share. As the sessions progressed, husbands switched off their phones and began to listen. By the time the training concluded, they had become more aware of their wife’s business venture, could empathize with the challenges she faces, and were more appreciative of her efforts. Some husbands even started consulting their wives for advice on their own companies, while others came up with joint business ideas for the two of them.
While these observations are anecdotal for now, GIL in collaboration with DOT Ethiopia is conducting an impact evaluation of the couple-based business training through a randomized controlled trial (RCT). The results will show whether Habtamu’s experience is representative–and whether spouses ‘talking business’ does indeed lead to more successful, profitable business ventures.
Read the case study: Incorporating Spousal Support into a Mindset-focused Business Training for Women in Ethiopia
Note: All names in this blog were changed to protect the identity of program participants.
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