Initially an in-depth profile of the female business owner was developed by investigating their personal characteristics which aligned with the stereotypical profiles documented in previous literature. The seven entrepreneurs had obtained a third level educational award with two respondents holding a Masters Degree, thus reflecting the high levels of education of female owner/ managers (Fitzsimons & O’ Gorman 2007; For — fas, 2007) The respondents had previous work experience in the same industry sector of their current business (Stevenson, 2003). In keeping with the literature the minority (2) of respondents held managerial positions in previous employment (Arenius & Kovalainen, 2006; Eagly & Karau. 2002; Marlow, 2002; Stevenson, 2003). Push and pull factors (Buttner & Moore 1997; Orhan and Scott, 2001) were evident amongst the participants for starting the business with the majority of respondents (5) establishing their business for positive reasons (the desire ‘to be my own boss’. Differing motivations for the female entrepreneur operating from home or running an internet based businesses showed that internal rather than external forces had led them to this route of self-employment with the majority citing that it allowed them “the flexibility to work from home” while others cited that it allowed them the opportunity to “stay at home to raise their family” and “achieve a successful work/life balance”. Such findings align with previous literature (Arenius & Kovalainen, 2006; Brush, Carter, Gatewood, Greene & Hart, 2004; Chell & Baines 1998; De Martino & Barbato, 2003; Orhan & Scott 2001; Valiulis, Drew, Humbert & Daverth, 2004) that the motivation for female entrepreneurs starting a business is to allow them “more flexibility and freedom to juggle work and family commitments”. All respondents were adamant that the business was a long term investment for their future and not just a stop gap to facilitate child rearing, thus questioning the notion that the majority offemales start a business for family reasons only (McClelland, 2003; Stevenson, 2003).
From a firm perspective, the majority of firms operated in “feminised industry sectors” such as retail, professional services, education and training, health and well being sectors (Carter & Bennett 2006; Browne, Farrell, Harris & Sessions, 2007; Henry & Johnston 2003; Marlow, Carter & Shaw, 2008). Results indicate that there was a significant difference in the number of years that these women had been running their business. The number of years in operation ranged from 1-3 years, 8-11 years and 18-25 years. Similarly there were significant differences in the number of employees in each business. This ranged from 1 employee, to 14, to 26. Comparable with research conducted by others (Carter & Bennett 2006; Browne, Farrell, Harris & Sessions, 2007; Henry & Johnston 2003; Marlow, Carter & Shaw, 2008) in the most part the businesses were servicing both industrial and consumer markets, with the consumer market being the most prevalent. The product/service offered to the market varied from actual tangible products, to business consulting services and training services.