Besides the creation of an income and a career, it is the self actualisation that drives women most of all. To see employees develop and to have a positive impact on client companies, while providing solutions to needs in the market, is what drives female entrepreneurs. When the instinct is there to make a difference and achieve something for self and others, perseverance and tolerance for pain will develop. Thereafter, sound operational management and standardisation of delivery is required to start controlling some of the many variables that could impact on the success of the business.

One such variable is the receptiveness of the market and market size, which directly impacts on the viability of the business. This variable can be controlled through the development of a unique differentiator and constantly doing research and development to stay relevant to customer requirements. When a product or service has been developed according to customer requirements, when a unique differentiator has been developed and when the quality of output is standardised at a high quality, all that remains is to tell the market that the solution to a need exists. Marketing has to be executed in relation to capacity available all while controlling all possible variables impacting on business success. It almost seems as though this is an impossible task, but take comfort, it is not. Just look at all the successful businesswomen out there to see what can be achieved.

About the author:

Frances Wright is the MD of Trinitas Consulting - a supplier specialising in creating profitability through the integration of communications, marketing and operations.

An entrepreneur herself - Frances has had 16 years’ experience in the communications industry and with a BSc Industrial Technology and Management (Honours) and an MBA, she specialises in the operational health of companies, assisting them to create sustainability. She is currently doing her PhD on the Effect of Processes on Business Success.

For more information contact Frances Wright on 011 262 2814, e-mail her on frances@trinitas.co.za or go to the Trinitas website at www.trinitas.co.za

Trinitas Consulting (Pty) Ltd helps companies to achieve optimum entrepreneurial success with a unique formula of integrated operations, marketing and communications services. In 2011 it was named Marketing Organisation of the Year at the SME Premier Marketing Awards.

106 Management Today | August 2011