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Business Strategy and Execution – Women Founders’ Advice - Part 27

Writer: Women Story
Women Story
Sep 27
7 min read



In the Business Strategy and Execution Series, we feature the insights of 10 women founders who share lessons on starting before everything feels perfect, understanding the business from the ground up, and turning ideas into strong, sustainable businesses. Their advice also highlights strategy, operational knowledge, systems and compliance, learning from setbacks, building strong foundations, seeking mentorship, and staying adaptable as the business grows.

Featured Women Founders

  • Refilwe Sebothoma  My advice to aspiring and early-stage women founders is simple: find a mentor and start before you feel ready.

  • Lindiwe Masuku  The secret is you are in, study your environment, become as realistic as possible, you definitely need a strategy that will make you stand out.

  • Siyamthanda Maya  Keep at it, if one strategy fails, learn from it - adjust your sails and go for it again.

  • Allison Ambrose  My advice to aspiring women entrepreneurs is to focus on building a strong business, not just a great idea.

  • Julie Stephens  I would tell any woman business owner to advocate for herself and if you are not involved with your entire operations; get involved to become aware of all expectations needed and not needed.

  • Ioanna Anastasaki  Don’t just aim to build a business; aim to build a benchmark.

  • Tithi Singh  As a woman founder, my biggest advice is to start before you feel completely ready.

  • Sarah Macdonald  Build from clarity, not comparison.

  • Kkomal Dharmesh Shah  Build strong knowledge of operations and compliance, offer end to end support, and focus on clear communication.

  • Keisha Hankerson  I would tell early stage women founders, build the foundation before you build the empire.


Refilwe Sebothoma – My advice to aspiring and early-stage women founders is simple: find a mentor and start before you feel ready.

Company– Hakem Energies

Advice

My advice to aspiring and early-stage women founders is simple: find a mentor and start before you feel ready.


There are many women who have walked the path before you. Learn from their successes, mistakes, and experiences. A good mentor can help you avoid costly mistakes, expand your network, and navigate challenges with greater confidence.


Don’t wait for the perfect time, perfect funding, or perfect business plan—those conditions rarely exist. Start where you are, with what you have. The entrepreneurial journey is built through action, not perfection.


Most importantly, be willing to learn from the ground up and get your hands dirty. Understand every aspect of your business, engage directly with your customers, and stay close to the realities of the market you serve. Some of the most valuable lessons are learned in the field, not in the boardroom.


Resilience, continuous learning, and the courage to take the first step will take you much further than waiting for everything to be perfectly aligned. Build, learn, adapt, and keep moving forward.


Lindiwe Masuku – The secret is you are in, study your environment, become as realistic as possible, you definitely need a strategy that will make you stand out.

Company– Frotcom Botswana (Pty) Ltd

Advice

The secret is you are in, study your environment, become as realistic as possible, you definitely need a strategy that will make you stand out. Invest in digital marketing, keep on marketing Coca-Cola does marketing even now, if you can reduce operations costs and plough in the profit for business growth. Show up every day do visit places you have been rejected before mostly rejection is temporal with consistency you will see the result of your work and initiatives


Siyamthanda Maya – Keep at it, if one strategy fails, learn from it - adjust your sails and go for it again.

Company– ZAS Petroleum (PTY) Ltd

Advice

Keep at it, if one strategy fails, learn from it - adjust your sails and go for it again.


Allison Ambrose – My advice to aspiring women entrepreneurs is to focus on building a strong business, not just a great idea.

Company– ARG Realty 360

Advice

My advice to aspiring women entrepreneurs is to focus on building a strong business, not just a great idea. Success comes from execution, consistency, and the ability to solve real problems for customers. Invest time in understanding your industry, developing sound operational systems, and building relationships with people who can support your growth.


Do not wait until you feel completely ready before taking action. Many opportunities are created through experience, not confidence. Be willing to learn, adapt, and make decisions even when the path is not perfectly clear. Every challenge you overcome becomes part of your expertise and leadership development.


I also encourage women founders to know their value and avoid underpricing their services or minimizing their contributions. Build a business model that is sustainable, scalable, and aligned with your long term vision. Growth should be intentional and supported by strong processes, financial discipline, and a commitment to excellence.


Most importantly, remain resilient. Entrepreneurship is rarely a straight path, and setbacks are inevitable. The ability to stay focused, continue learning, and move forward despite obstacles is often what separates successful entrepreneurs from those who give up too soon.


Julie Stephens – I would tell any woman business owner to advocate for herself and if you are not involved with your entire operations; get involved to become aware of all expectations needed and not needed.

Company– Imprimis Group, LLC

Advice

I would tell any woman business owner to advocate for herself and if you are not involved with your entire operations; get involved to become aware of all expectations needed and not needed.  Even with business hurdles and personal ones; keep fighting keep pivoting and rely on your team and don’t feel like you have to do it all!


Ioanna Anastasaki – Don’t just aim to build a business; aim to build a benchmark.

Company– VALUE MARKETING

Advice

Don’t just aim to build a business; aim to build a benchmark. In the digital era, the most powerful asset a woman entrepreneur can possess is a fearless command over data and technical architectur, never outsource your core understanding.


The landscape will shift daily, but if you root your vision in relentless operational agility and surround yourself with a team that values excellence over comfort, you won’t just navigate the market. You will dominate it by delivering a premium standard of value that others can only try to replicate.


Tithi Singh – As a woman founder, my biggest advice is to start before you feel completely ready.

Company– Artsy Enterprise

Advice

As a woman founder, my biggest advice is to start before you feel completely ready. Many entrepreneurs wait for the perfect idea, the perfect timing, or complete confidence, but growth happens through action and learning along the way.


Focus on solving a real problem and stay deeply connected to your customers. When we started Artsy Experience, the category of live personalized gifting did not exist, so we had to build awareness while building the business. Persistence, adaptability, and a willingness to experiment were far more valuable than having all the answers from day one.


I also encourage women founders to think bigger than they initially imagine. Don't limit your vision based on industry norms or perceived barriers. Build strong systems, invest in your team, and create a business that can scale beyond your direct involvement.


Most importantly, trust your instincts and embrace reinvention. Markets evolve, trends change, and challenges are inevitable. The ability to adapt while staying committed to your purpose is often what separates successful businesses from the rest. Every challenge is an opportunity to innovate, and every setback can become a stepping stone to something larger.


Sarah Macdonald – Build from clarity, not comparison.

Company– Canine Comprehension

Advice

Build from clarity, not comparison.  People can copy what you do, but not who you are. Get really specific about the problem you solve, who you solve it for, and what “good” looks like—then let that guide your decisions, pricing, boundaries and growth. Confidence comes from evidence: track outcomes, collect feedback, and use real results to tell your story (especially when your work is new or misunderstood).


Treat systems and compliance as part of your product, not admin “extras”. The paperwork, training and governance can feel relentless, but strong foundations protect you, your clients and your reputation—and they make scaling possible. Start simple, document what works, and improve as you go rather than waiting for perfection.


Finally, don’t do it alone. Find mentors and an admin team (we call these guys our 'Navigation Crew') who understand the reality of building something from scratch, ask for help earlier than you think you should, and hire for values as much as skills. Back yourself, stay close to your purpose, and remember that sustainable growth is a leadership decision—not a race.


Kkomal Dharmesh Shah – Build strong knowledge of operations and compliance, offer end to end support, and focus on clear communication.

Company– Vardhaman logistics

LinkedIn: No

Advice

Build strong knowledge of operations and compliance, offer end to end support, and focus on clear communication. Take ownership of challenges, build strong industry relationships, and stay confident, consistent and problem solving are key to success in logistics.


Keisha Hankerson – I would tell early stage women founders, build the foundation before you build the empire.

Company– Blue Ink Signing Solutions

Advice

I would tell early stage women founders, build the foundation before you build the empire.

Many women entrepreneurs focus on generating revenue, but sustainable businesses are built on systems, not hustle. Even when resources are limited, invest early in understanding your numbers, pricing for profit, and establishing sound bookkeeping practices. If necessary, barter for expertise rather than trying to do everything yourself.


Document everything you do. The processes you create today will become the systems that allow you to delegate and scale tomorrow. Don't build your business solely around your current circumstances; build it around the future you want to create.


Most importantly, seek education and mentorship. You do not have to learn every lesson the hard way. Success is not about doing more, it is about building something that can thrive with or without you.

Remember to create for sustainability, not survival. The survival trap is hard to escape.


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