In today’s recessionary environment, female entrepreneurs have had to think outside the box and dig deep to find much needed capital to drive their businesses forward. It has been more difficult for women due to a lack of long-term, proven results and their tendency to be debt-averse.
Studies have also shown that women prefer to partner with institutions or group of individuals who share their values and goals. According consulting company Maddox Smye LLC, women tend to base their buying decisions on high-ticket items or high-touch services, such as banking, on three primary factors: trust, likability and price. Trust and likability are primary, even over price.