Empowering Women for Growth
Women entrepreneurs are at the heart of East Africa’s economic development. They create jobs, drive innovation, and open new markets. Yet, many of them continue to face barriers that limit their competitiveness. A new initiative has now been launched to address this challenge by focusing on an often-overlooked aspect of business success — soft skills.
The program aims to equip women business leaders across the East African Community (EAC) with essential abilities such as communication, leadership, negotiation, and confidence building. With these tools, women-led enterprises can better engage in local and international trade.
Backed by MARKUP II and International Partners
This initiative is part of the Market Access Upgrade Programme (MARKUP II), funded by the European Union and implemented by the International Trade Centre (ITC) in collaboration with the EU Delegation to the EAC, the EAC Secretariat, and national governments. MARKUP II builds on the earlier successes of MARKUP I, expanding its scope to include value addition, meeting global standards, and empowering women entrepreneurs in export-driven industries such as coffee, tea, cocoa, avocado, spices, horticulture, leather, and essential oils.
The Master Training Programme
At the core of this effort is a Master Training Programme, developed under ITC’s SheTrades initiative in partnership with the East African Women in Business Platform (EAWiBP). The program introduces a training module titled “Communicating About My Business”, which is designed to help women entrepreneurs present their businesses more effectively, negotiate confidently, and lead with impact.
Two master trainers from each of the six EAC countries will be selected and trained. These trainers will then deliver workshops at the national level, reaching dozens of women-led enterprises in their home countries. This ensures that the skills and knowledge gained are passed on widely, creating a ripple effect across the region.
Why Soft Skills Matter
Prisca Mbaga of the EAC Secretariat highlighted that technical expertise alone is not enough for business growth. She emphasized that soft skills are crucial in building strong relationships with clients, partners, and employees. Unfortunately, many women in East Africa still face cultural and social barriers that limit their ability to confidently promote themselves, negotiate fair deals, or speak up in public forums.
By addressing these gaps, the initiative aims to give women entrepreneurs the tools to thrive in competitive markets and to stand as equals in business negotiations.
Regional Impact and Next Steps
The program will kick off with a three-day Regional Training of Trainers workshop, bringing together 12 master trainers from across the six EAC countries. This will be followed by national-level workshops in each country, expected to reach around 30 women-led businesses per nation.
The broader vision is to create a network of empowered women entrepreneurs who can confidently navigate trade opportunities, expand their businesses, and contribute to regional economic growth.
Building the Future of Women-Led Enterprises
By combining soft skills with technical knowledge and market access, MARKUP II is laying the foundation for long-term change. Women entrepreneurs in East Africa are not just being trained to participate in business — they are being equipped to lead. This initiative is a step toward a future where women are key players in regional and global value chains, shaping a stronger and more inclusive economy.
