The responses centred on a range of external and internal challenges. From an external perspective increased uncertainty in the economic climate and in the marketplace was a common concern to all respondents. This was particularly the case for firms selling domestic household related services. In a related manner the need for increased marketing and selling was viewed as a weakness and an area the majority of respondents required assistance with. In particular attention was drawn to the need to become more sophisticated in the use of the internet for establishing contacts and a means of selling aligning with previous research which indicates that most entrepreneurial firms appear to be still at a stage where establishing a web site is the main issue (OECD, 2004). Respondents cited challenges in developing websites as they lacked the technological expertise and financial resources to design and implement effective sites for the business. Following on from this obstacle it was found that the respondents “lacked the time” to gain the knowledge needed for the effective implementation of a website as they just focus on the day-to-day “operations of the business”. Maintenance of the website was another challenge faced by some of the respondents (5), with some indicating that they had invested in the website at the initial stage of the business start up but did not have the internal capabilities to maintain and upgrade the site on a continuous basis. As a result they became dependent on outside partners. ICT systems failure also posed a challenge for some of the respondents with some of them not wanting to “over rely" on the website as a way of doing business with risks of computer viruses, systems malfunctions or security risks when making payments through a website. It also emerged from the research that respondents had difficulties integrating external and internal business processes in e-business in order to maximise the use of their web site.
Although challenges were faced by the respondents in terms of the website, the majority of challenges experienced by respondents centred on internal factors of managing a growing business. Increased administration and bureaucracy associated with people management and in cash flow management. Respondents indicated that these tasks consumed an increased management of their time eroded into the time respondents could spend on developing the business. Three respondents indicated the need to become more efficient in the execution of these tasks. Despite this there was a very low usage of ICT in the completion of these administrative tasks. Other common issues related to the ongoing need to monitor and manage the costs of doing business in particular staff and distribution costs which were to a large degree out of the control of the owner/manager. On a personal level problems were encountered with time management and the isolation of working on their own. Overall there was a consensus that “the issues impacting on firm growth were not different whether it is male or female" or type of female operated business. In relation to the impact of family life, comments received included “having children andjuggling this with work” was an issue but not that different from their previous work environment. Comments were received about the need for women to more effectively network beyond “women in business networks’" and to “break out of stereotypical sectors”.
Interestingly it is viewed that despite operating a business from home, the mompreneur faces challenges in childcare, particularity as the firm grows. This presents a critical milestone in the decision of the mompreneur to develop the potential of their business and if so how best to do this or forfeit business growth to ensure they can be at home with their children. It is advanced that ICT can assist the mompreneur to some way achieve growth and still reach a level of balance between business and childcare commitments. Finally, comments suggested that while certain issues were specific to mompreneur firms, it was important to reduce the stereotyping of female business which can in some ways diminish their contribution.
In summary it is argued that female owner/ managers are a more heterogeneous group which reflect a range of personal characteristics and variations in the type of business established and how these businesses are operated. The mompreneur is an emerging form of female entrepreneurship.
The feedback from respondents suggests that respondents established their business for positive reasons, develop clear commercial business growth objectives, adopt a focused strategic approach to achieve these objectives and display a very coherent level of awareness of the obstacles and challenges impacting on the achievement of firm growth. The challenges are related in general to internal management issues, typically associated with firm growth irrespective of gender, however gender specific challenges encountered by females included lack of expertise and knowledge in IT and thus in turn ICT.