The perceived long-term impact of group coaching on women entrepreneurs in South Africa

Abstract

Women entrepreneurs play an important part in the economy of a country through creation of employment and alleviation of poverty, however women entrepreneurs still face challenges in starting and growing their businesses. Coaching is seen as one form of intervention that has the potential to offer support to women during the creation and growth of their businesses. The research aimed to explore the perceived long-term impact of a group coaching programme on women entrepreneurs in the Free State province of South Africa. The study focused on articulating how the group coaching contributed to the long-term impact and identified recommendations for enhancing the long-term impact of the programme. The study used a multiple case study approach using semi-structured interviews to collect data from two cases, that is, from participants, coaches and business advisors involved in two different group coaching programmes, which ended two and four years ago respectively. Data was analysed using thematic analysis, including in-case and cross-case analysis. The results of the study indicate that group coaching had a perceived long-term impact on women entrepreneurs, both personally and on their businesses. Specific areas of impact personally include increased self-confidence, enhanced leadership skills, developed strategic thinking ability, improved marketing skills and enhanced organising skills. Impact on the business includes growth in the business and improved business systems and/or processes. Factors in the group coaching programme that contributed to the long-term impact include the structure of the programme, meaningful content, the coaching approach, the value of having two coaches, and the group learning and sharing. Factors in the programme that assisted the women to sustain the changes over the long term were continued communication with the group and coach, and referral to programme material. Recommendations to improve the programme are also provided for Seda, the coaches and other agencies that implement group coaching programmes. The study provides insight into the impact of a group coaching programme and the results add to the body of knowledge on the long-term impact of group coaching.