聆听她的声音：扩大东南亚女企业家的声音（英文版）.pdf

Amplifying the Voice of Female Entrepreneurs in South East Asia 2016 iProspect | All Rights Reserved.HEAR HER VOICECCSContents030912051013071115SummarySegment ProfileOvercoming ChallengesExecutive IntroductionsObtaining InvestmentTechnologyThe ResearchIncome OpportunitiesOur Vision today these markets are home to the poorest and most disadvantaged people on the planet. This confluence will be one of the biggest disrupters to business as we know it. If we can establish a more informed position on the role new and existing technology and access to platforms is having on these women and their communities, we will become more effective marketers. How can we become more supportive advocates for women in rural and developing urban communities?If we impose a new kind of moral and social conscience to everything we do, how can we give a voice to a new era of female entrepreneurs? We hope the work we are doing at Dentsu Aegis Network in Asia Pacific will continue to unlock innovation, support communities and change a mind-set, steeped in legacy and traditional customs.”We should look at these findings with a view to accelerate change in the way we approach our RUTH STUBBSGlobal President, iProspectUsing Dentsu Aegis Networks Consumer Connection System (CCS) and leveraging our initial research in 2015, we posed specific questions to over 1,500 female entrepreneurs in Indonesia, Philippines, Singapore, Thailand and Vietnam. CCS Female Entrepreneur StudyThe fieldwork from our second wave of the female entrepreneurship study was conducted between June 2nd and 9th, 2016. An in-depth questionnaire was fielded to better understand motivations around trends in female founded ecommerce businesses that were not revealed in the first wave. We also included two new markets Singapore and Vietnam, in order to provide a more complete sub-regional picture and identify any major differences or synergies. Over 1,500 women (1,536) aged 18-64 across Indonesia (305), Philippines (307), Singapore (308), Thailand (306) and Vietnam (310) answered a ten-minute survey. In addition to gaining a deeper understanding into key motivations of these entrepreneurs, we looked for patterns in ecommerce, payment gateways and the role that technology and smartphones are playing in accessing a marketplace.Hear Her Voice07“OVER 1,500 WOMEN (1,536) AGED 18-64 ACROSS INDONESIA (305), PHILIPPINES (307), SIN-GAPORE (308), THAILAND (306) AND VIETNAM (310) ANSWERED A TEN-MINUTE SURVEY.”Hear Her Voice08In 2015, we established that 36% of women across South East Asia were identified as self-employed. This trend of online women in emerging markets migrating towards self-employment versus traditional roles at corporate enterprises, represents a significant shift in culture and confidence. In 2016, we discovered women are more likely to support their own initiatives for business (with up to half funding their own start-ups). Motivational drivers are steeped in family and community betterment and easy access to apps and simple sharing platforms facilitate access to more and more potential customers. Overwhelmingly, social media remains the single most important platform for their business infrastructure and automation.“36% OF WOMEN ACROSS SOUTH EAST ASIA ARE SELF-EMPLOYED”Hear Her Voice0985% of Vietnamese female entrepreneurs are millennials93% of Indonesian female entrepreneurs are urban Female entrepreneurship is thriving in the apparel, cosmetics and FMCG sector. Despite the growing role technology has in supporting these businesses, tech focused start-ups remain low.Products/Services retailed Clothing & Accessories42%Vietnam40%Indonesia37%Philippines36%Thailand39%SingaporeThe demographic profile of female entrepreneurs skews towards urban millennials, selling on both online platforms and via their smartphones. 41% of these female entrepreneurs are employing 1-5 staff with the goal to expand in the next 12 months.FMCG/Household28%Philippines16%Singapore17%Vietnam31%Indonesia13%ThailandCosmetics &Personal Care52%Thailand30%Vietnam19%Singapore35%Philippines26%IndonesiaHear Her Voice10Half of the women we spoke to in South East Asia are providing their own initial investment to set up their own businesses with very few receiving banking, charitable or government funds.Reaping the benefits of higher incomes, security and flexibility in managing their work-life balance, they feel more empowered. Supporting their families and the anticipated increase in income are the two core motivations for these entrepreneurs.Women in South East Asia are willing to invest in their own future.Main investment attained to start business26% 43% 6% 5%12% 44% 3% 4%9% 48% 6% 4%11% 47% 8% 4%9% 50% 9% 4%Didnt need an initial investmentMySavingsBank &Financial Inst.Gov/Charity/VCs/Angel Inv.Over 56% of female entrepreneurs in emerging markets are motivated by their own potential to make money.