What Drives Performance of Successful Women Microentrepreneurs in Mexico? A Qualitative Portrait of Positive Deviants and Typical Microentrepreneurs

This report summarizes the findings from a formative research conducted to inform the design of a program that would support women with high-potential microenterprises in Mexico to become investment ready and qualify for small-business accelerator programs. It is based on both literature review and field research with approximately 30 women entrepreneurs in Mexico who are being served by Ambito Productivo, an MFI. The report identifies positive deviants among these microentrepreneurs who despite facing constraints were able to be run successful businesses. These positive deviants can be used to leverage existing successful entrepreneurs and others like them who want to grow their businesses. The report finds that successful women microentrepreneurs:

• Wanted to be an entrepreneur in the first place compared to those who saw their business as a means to achieving some other financial goal;
• Had chosen a business that had room and opportunity to grow;
• Seemed to have more confidence in themselves;
• Had established their business in a permanent location and/or had the business registered;
• Had older children or had a workable arrangement that allowed them to care for their children and their business;
• Had a vision for their business and some ideas of how to achieve their vision.