This is known as the unique selling proposition (USP) offered by a business. It is what allows your business to stand out in a crowd. If you are one of the many entrepreneurs out there selling baby clothes – you would have to find a way to stand out amongst all your competitors. For small business owners, having a USP is even more essential as you fight off competition against the big boys. Competing via price alone can only be an effective strategy for some time, and you would have to find your USP to be able to sustain your business model in the long run.

All business start-ups are a result of an idea, a desire to succeed or to earn money. For many female entrepreneurs (especially mumpreneurs), there may be an added motivation: to have time for kids. If your kids’ schedule clashes with the operational hours of your business, e.g. peak sale periods coincide with school holiday weeks, then you might not be able to achieve the balance of time you are seeking. Most female entrepreneurs (who want to also be the main caregiver in the home) may consider running a business that is most active during the children’s sleep hours. Hence you have to ask yourself if the product or service you want to sell is impacted by all your other constraints on time.

For many female entrepreneurs, especially those that started a business to achieve better work-family balance, you might at times find yourselves at crossroads when making business decisions. There have been known situations when a “mum boss” turns down business opportunities that create negative consequences on other life priorities. For example, if you wanted to expand the business overseas, but would need to travel often abroad, this may not be an option for you if you want to spend as much time as possible with the children. Every mother’s priorities are different and actually, they keep shifting as the children get older and go through different life stages. If you choose to embark on an entrepreneurship journey, always ask yourself the reason behind your venture into creating the business.

Most (though not all) mum-run businesses start as a sole proprietorship or a partnership. Whatever the management model, you are likely to have limited manpower in the earlier start-up stages. This translates to your responsibility for all big and small errands. This can potentially create conflicts with vacation plans – for instance, when you find yourself having to reply to customers’ emails and other business matters (if you cannot afford to hire someone yet). Your business will need a lot of commitment and often feels like another child to bring up. As your business structure is likely to be small, there will be many moments when you have to be your own cheerleader. All businesses have rough patches, and it would require great belief in your vision and your own talents to keep going.

More significantly, there’s an extensive amount of learning you need to do as the owner of a small business. Perhaps due to the lack of funds or a personal choice to have more control, you will find yourself picking up new skills. Not every area of your business can be outsourced. In many situations, you will also discover that having some basic knowledge (e.g. website design) of various aspects is advantageous. Have a mindset of being ready to learn, unlearn and relearn. The business world is constantly evolving and those that can adapt quick enough will find it easier to survive and thrive. Sign up for courses, read up and ask experts for advice.

For many smaller businesses started by mothers, the start-up capital is not large. However, if you want a business that generates a steady income flow, you have to give consideration to the amount of monetary investment required. Starting a business (even if it’s just an online store providing services) might put a temporary dent on your family income. As you expand, you will likely want to outsource certain business processes, to free up time for you to spend with your children. These business expenses and other costs incurred will likely take some time to stabilise. It is advisable to set aside approximately six months of your last-drawn income (if you were previously working) for family-related emergencies.

Even though you have more control over your schedule, the truth is, every entrepreneur’s time and energy is limited. Add on the duties of motherhood and suddenly, you are overwhelmed. Many successful entrepreneurs (who are parents to young children) often credit a supportive spouse and family for their success. Before embarking on the entrepreneur journey, have a discussion with your partner/husband. There will be times when you need his support – physically, emotionally, psychologically and even, financially. Some businesses, including online ones, run 24/7. Emergencies may arise and the support of your family and their understanding can really help to minimise your stress.

All entrepreneurs understand the benefits of tapping into networks, because “it’s about who you know”. Having a strong professional network allows you to ride on expertise that may save time and money. As a small business owner, you will need to put your brand name (and your business reputation) out there – and acquire as many business connections as possible.

It is also important to create or lean on an existing social network or like-minded mothers or female entrepreneurs. They can often act as a support system to bounce off ideas, share frustrations and even collaborate. Keep your eyes and ears peeled for networking opportunities and always maintain the curiosity to get to know new people.

In summary, starting a business is not always the best solution for a mother who wants work-family balance. However, if you have an interest in entrepreneurship and want to try gaining control over your work schedule, being your own boss is definitely an option.

Not every mother who chooses to start a business is going to succeed. But the journey to creating a business of your own is going to equip you with new skills and experiences. Most importantly, know that being your own boss does not give you more time, but it certainly gives you more control over your time.

Sher-li Torrey is the founder and director of Mums@Work, and its subsidiary, Career Navigators, focusing on women returning to the workforce after a career gap. With more than a decade of experience in the diversity and inclusion space, Sher-li has worked with employers to hire, train and support female talents in balancing work and career.

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