Black women entrepreneurs’ perceptions of the value of entrepreneurial coaching: a qualitative study on business success in South Africa

Entrepreneurial coaching (EC) is increasingly promoted as a developmental tool for entrepreneurs, yet its perceived value remains underexplored, particularly among Black women entrepreneurs in South Africa. This study examines how these entrepreneurs perceive EC and how it relates to the success of small and medium-sized enterprises (SMEs). Guided by an interpretivist paradigm, the research employed a qualitative approach and conducted semi-structured interviews with 15 Black women entrepreneurs across diverse industries. The findings reveal that systemic inequality and discrimination continue to limit access to essential resources, including EC. Many participants reported limited awareness of coaching, often conflating it with mentoring. As a result, EC was frequently perceived as inaccessible, unproductive, overly costly, and lacking credibility due to the unregulated nature of the industry. Despite these negative perceptions, participants who engaged in EC described significant personal and professional benefits, including enhanced self-efficacy, confidence, self-awareness, and business clarity. This study contributes to the growing body of knowledge on entrepreneurial support by highlighting the dual challenge of systemic barriers and misconceptions that hinder the uptake of EC. It underscores the importance of clarifying the distinct role of coaching, raising awareness of its benefits, and professionalising the field to build trust. By doing so, EC can be more effectively positioned as a catalyst for entrepreneurial growth, resilience, and equity among Black women entrepreneurs.