The overlying causes are insufficient supporting infrastructure for mobility and safety, housework, their families not wanting them to work if their income level is high enough, inability to find jobs suited to increasing level of education, etc
Research Findings:
However, most Indian women halt their careers completely after marriage and childbirth, leading to the skewed employment rate in spite of a similar education level in both genders.
This is mainly due to to skewed chore ratio in India where the onus of running the house almost always falls solely on the woman.
When they consider rejoining work their long break has they are highly out of touch with the industry, culture and current skills required. Most unemployed women don’t opt for online classes and re-skilling due to less time/ interest etc. Hence they end up not rejoining the corporate world.
However, they often want to work either for money, personal satisfaction, a productive change in routine etc, which leads to them starting ventures like catering, tuitions, tailoring etc which can be done on a part time/work from home basis
Here, they mainly face issues finding customers, partners and sometimes office space and funding, because they don’t have an existing professional network to tap into, have no one to share the risk and cost, or offer guidance needed to grow a business. Hence most of them remain very small scale or shut shop completely.
Taskflow:
Lara has decided to start her own business. This is how she would go about it, the pitfalls faced, and how HereForHer can be utilised to prevent these from occurring, or from being roadblocks to her success.
Information Architecture:
How it Works
Feed:
News about new/ existing local businesses is presented as a horizontal scroll as there are comparatively fewer items.
They're shown articles related to developments in the field, success stories, etc as users generally join a platform for the content, and stay for the community formed etc.
Users have the option to change their interests in this section through the chips, and the articles displayed vary according to that.
They are also asked to choose interests on signup itself, so that the home feed instantly engages people.
Buying Collateral:
Shows deals according to users budget, location, industry, etc to prevent information overload that would lead to less purchases.
Many such small businesses don't have their own marketing collateral, which Hereforher solves, by providing personalised leaftlet, flyer, business card etc options, and letting them customise the same.
The property listings also feature otherwise uncovered scenarios like situations where a person has a free room/ terrace etc.
Events,Connections:
All events for the month are marked on the calendar, with indications whether they have registered for the same.
Detailed information about each event is present as well.
Taps into the social bias factor through a section showing users p, especially their connections/ influential people in the community..
Taps into social bias by showing users who else is attending, especially their connections/ influential people in the community
The connections section gives them suggestions for women they can partner up with in order to fulfill specific business needs, according to their preferences, age, respective goals etc.
Account:
Users can edit their details, add interests, and choose whether they want to keep their account open for partnering.
The preferences section lets them adjust their budget, working hours, ideal location, and more details so that the marketting collateral, property and partner suggestions can be made accordingly
