Three challenges that women and minority entrepreneurs face
Small business owners must overcome many milestones—from raising capital to hiring employees—to grow their businesses. Women entrepreneurs face the same obstacles, and then some. Three common challenges that women encounter are defying social expectations, finding funding, and maintaining top skills and operational excellence.
However, these obstacles aren’t stopping women from realizing a more equitable future. According to the Small Business Administration, there are 12 million woman-owned businesses in the United States, and growing.[1] With over 31.7 million small businesses in the United States, the opportunity is endless and a clear call to action to close the gap.
Business leaders Meredith Leapley, CEO and Founder of Leapley Construction Group, and Lisa S. Jones, CEO of EyeMail, are two examples of women who have found success in the fields of construction and technology. By sharing their experiences, we can learn how to navigate adversity and cultivate diverse perspectives to grow personally and professionally.
Persisting despite the gender gap and rejection
“I’ve heard so many nos and rejections through my 24 years in business,” says Meredith Leapley, Founder and CEO of Leapley Construction Group, a woman-owned construction firm in Atlanta.
At 26 years old, Leapley had a vision for her business. When she entered the Atlanta commercial real estate and construction markets, she was aware of the perceptions that others had of her. She received constant messaging from men—both implied and explicit—that they did not believe that she would succeed.
Ultimately, Leapley’s commitment to diversity set her apart. Although the industry average for women in construction is just 10 percent, 42 percent of Leapley Construction Group’s project managers are women. Leapley continued to uphold this commitment when she secured a contract to build out 16 floors at Microsoft’s Midtown campus at Atlantic Yards.
“I know what it means to be the underdog, and I know the different obstacles,” says Leapley. She has also made it her mission to promote supplier inclusion at Microsoft through the business accelerator program Crafting Futures Together.
Supporting and empowering women in startups
Lisa S. Jones has dealt with unique challenges as an African American innovator and the CEO of EyeMail. She recalls being told that she would never start a successful tech company without a background in coding. She refused to let these limiting beliefs stop her. In times of need, Jones would turn to her mentors and resources for support to help build her business.
Securing funding is another challenge that both Jones and Leapley faced. Leapley noted that she did not fit the typical profile of a construction leader, and the bank deemed her business venture too risky. Jones experienced similar setbacks. After multiple funding sources rejected her, she made the decision to self-fund to scale operations.
But limited funding isn’t the only obstacle that women entrepreneurs face. Many startups rely on technology to compete with larger brands, but limited resources leave them vulnerable to security threats. Microsoft wants to fill this gap by offering opportunities for small business leaders to build their businesses and bolster their security with minimal effort. Microsoft is also supporting small business owners through initiatives like the Microsoft for Startups Founders Hub, where business leaders can receive up to $150,000 in Microsoft Azure credits and access free productivity tools.
Becoming a disruptive leader with novel business ideas
Jones became the first Black woman to take part in the Microsoft Innovation Lab program while developing automatic video-in-email technology that would lead her to found EyeMail. She also worked with the Microsoft Technology Center to access technical expertise that would bring her concept to life.
EyeMail has since grown to serve some of the United States’ largest brands including Warner Media, Make-A-Wish, PepsiCo, and Delta Airlines. In 2022, CIO Views named Jones one of the 10 Most Disruptive Women Leaders. She was also a Microsoft finalist for Diverse Supplier of the Year and Woman of the Year in Technology.
Jones and Leapley recognize that upholding operational excellence in their field has meant asking for help from leaders who inspire and push them to grow. To make these connections, they often attend industry events, such as Microsoft’s Go Big for Small Business.
Leapley also sees her willingness to stretch outside of her comfort zone and connecting with people as a competitive edge. She has built relationships outside of her industry through her involvement in Big Brothers Big Sisters of America and the Atlanta Women’s Foundation.
Accessing resources for small and medium-sized business owners
The Microsoft US Small and Mid-Sized Business team stands ready to help small business owners address today’s challenges with cost-saving measures, increased security, and the most robust cloud offerings on the market. A team of technical experts is offering a no-cost personalized cloud and security evaluation for your business. Sign up to take advantage of this resource and learn about the next steps to grow your business.
[1] – Small Business Facts Women-Owned Employer Businesses, 2021, U.S. Small Business Administration
