Dell Gets Women Entrepreneurs’ Future Ready
Challenge: Under representation of women in business today is a missed opportunity—not just from a social standpoint but an economic one:
- Women represent the largest market opportunity; control $20 trillion in annual spending
- When women earn an income they reinvest 90% back into their communities
Insights: Dell and its agency of record, PPR Worldwide, saw an opportunity to help accelerate the impact women can have on global economic growth by launching the Dell Women’s Entrepreneur Network (DWEN) uniting women entrepreneurs in a vibrant community.
Solution: The program strategy was to develop a personal connection and ongoing dialogue with global women entrepreneurs, influencers, and policy makers showcasing that Dell is more than an IT vendor, but a trusted advisor, advocating for the success of women entrepreneurs and the jobs they create globally. This included:
- Global Research: Second, to help propel the conversation the team commissioned the Global Women Entrepreneur Leaders Scorecard (The Scorecard), the world’s only tool that measures high potential female entrepreneurship across 31 developed and developing economies spanning multiple regions. The goal of the research is to guide leaders, policymakers to create more favorable conditions for enable women entrepreneurs to thrive
- Networking events: DWEN alumnae serve as evangelists, recruit women from 15 countries
- Online community: The Scorecard found many women don’t have female role models, inhibiting their confidence in starting a business. The online community listens, engages the network while amplifying role models to inspire the next generation of women leaders
- Annual conference: An invitation-only event of global female founders, CEOs and leaders come together to discuss business issues, how the network and tech can ignite growth
- Influencer and policy education: The Scorecard serves to educate global leaders, policy makers, the public and private sectors on how to create better conditions for women to start and scale businesses
- In 2015, earned media positioningDell as a trusted advisorwas secured in 165 articles for a reach of 681 million, with 100% positive tone.
- There were 8,100 tweets, reaching nearly 95M. The Scorecard appeared in 60% of coverage.
- DWEN is impacting global economic stability by supporting women entrepreneur with The Scorecard informing public policy and reform:
- International Finance Corporation is using the research to identify which countries to target with its Banking on Women program
- Vital Voices, the NGO that trains emerging women leaders, is using the research to develop country-specific programs, addressing constraints to female entrepreneurship
- Development Alternatives Inc., which works on the frontlines of international development, is using the index to inform programs on job creation in Jordan
- The Scorecard research was used by the Women Entrepreneurs – Asia-Pacific Economic Cooperation team at the U.S. Department of State for the development of the APEC specific Women’s Economic Empowerment Dashboard
- The International Trade Center is using the Scorecard’s results to inform the development of its Call to Action launched at the Trailblazers Summit