Online Reporter
Judith Phiri, Zimpapers Business Hub
WOMEN entrepreneurs in southern Zimbabwe are being urged to re-evaluate and rebrand their products to effectively solve customer problems, a crucial step towards tapping into lucrative export markets.
Entrepreneurs often struggle to meet customer needs due to various factors, including a lack of understanding of market demand, poor execution or an overestimation of their solution’s appeal, frequently leading to business failures or stagnant growth.
Speaking at the fourth edition of the Next She Exporter incubation programme in Bulawayo on Thursday, ZimTrade associate trainer Mr Keith Heywood, challenged women entrepreneurs, whose businesses were struggling to re-evaluate their approaches.
“To effectively solve customer problems for businesses, focus on active listening, empathetic understanding, offering clear solutions and providing follow-up support. This approach ensures customer satisfaction and builds trust in the brand,” he said.
“Sometimes there is a need to re-evaluate and rebrand your products and services to ensure your businesses solve customer problems. Most of your businesses are not failing because you do not know what you are doing but because you are not putting it across properly.”
He called on the 20 women entrepreneurs to ensure their products and services deliver some benefits and improve their situation, while also being compelling in a way that moves a prospective customer to action.
Mr Heywood said when pitching their businesses, it should be clear and easy to understand what specific need or desire it fulfils.
He added: “After that, the Next She Exporter training then comes in to help you (women entrepreneurs) get into the mainstream export business. The unique programme leverages a variety of knowledge-sharing formats to equip participants with the skills and knowledge needed to thrive in the competitive regional and international export markets.”
Women entrepreneurs participating in the programme should have a visible demonstration of an innovative model, displaying a unique and competitive advantage, social impact and environmentally friendly operations.
Sharing a testimony after attending the Next She Exporter incubation programme last year, Ms Nobuhle Ntaisi of Nobby Snax, which makes premium homemade biltong, said it was an eye-opener that allowed her to grow her business.
“I started doing biltong in 2012 as a hobby after realising there was a gap in the market. I went on YouTube and learnt how to make biltong. I went to a local butcher with US$20 to start off, (and) I did my experiment and it went well.”
“I started to do a market survey to scan places around town where biltong might be wanted and they agreed to take up my product. Then fast-forward, I went to some liquor retailers to present my product but they inquired about my tax clearance, which I did not have at the time,” she said.
“It was through attending such a programme that I learnt about the importance of having your business registered and all the paperwork in place. Now, I am able to work with some of the big brands, supplying my products through the assistance I got from ZimTrade.”
She said she got the opportunity to exhibit at the Diplomats Forum through ZimTrade, which also opened more doors for her. Ms Ntaisi said they have also diversified their products offering to include biltong cakes, biltong bread and biltong muffins.
As a participant at this year’s programme, SheDIRACT director and founder, Miss Catherine Phiri, said she was hoping to gain more knowledge that will grow their organisation.
“As a female digital innovation, resilience and communication training organisation, we equip women with business and digital marketing skills. By attending the Next She Exporter incubation programme, I am hoping to acquire more knowledge and skills that can ensure our organisation moves to the next step and we get recognition,” she said.
Ms Nomagugu Ndlovu, who sells plus-size clothing, said she was tapping into a large and growing market, and her goal was to attract more customers.
“The plus-size clothing market is substantial and experiencing consistent growth. A significant percentage of women fall within the plus-size range, meaning there’s a large potential customer base. Attending the Next She Exporter incubation programme is an opportunity for me to acquire more knowledge that can ensure I am able to broaden my market base for my business to grow,” she said.
Since its launch in 2021, The Next She Exporter programme has been a transformative force for Zimbabwean women in business, empowering them to break into international markets. Now in its fourth cycle, the initiative continues to expand its reach. Through a strategic partnership with Nedbank, ZimTrade has strengthened the programme’s provincial footprint, fostering innovation and inclusive growth.
Bongani Ndlovu