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HIMS

INTERVIEW WITH MS. ALIA KHAN ONE OF

THE MOST INSPIRING WOMEN

ENTREPRENEURS IN PAKISTAN

MARKETING STRATEGIES FOR EMERGING MARKETS

SHAHBANO KHANSUBMISSION TO: MR. HUMAYUN ANSARI

The Role of Business Incubators in Promoting Entrepreneurship. Developing anentrepreneurial ecosystem is the best option to put Pakistan on fast track economic

groth.!outh has shon great interest toar"s entrepreneurship# hoever# a nee" of

supportive environment to start businesses an" unleash their potential for making Pakistan a

thriving economy is the main ob$ective of this report.

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Interview with Ms. Alia Khan One of the most Inspiring Women Entrepreneurs ina!istan

Table of Contents

%omen Entrepreneurship Initiatives.........................................................................&

'arketing (ssistance.................................................................................................)

Business Plan Development......................................................................................)

*acilitation for *inancing..........................................................................................)

Training programs for Entrepreneurship Development.............................................+

Technical (ssistance..................................................................................................+

In"ustry (ca"emia ,inkages.....................................................................................+

*uture Plans...............................................................................................................+

Engagement of !outh................................................................................................+

-onnectivity to markets an" people..........................................................................+

trengthen IPRs.........................................................................................................+

E/pan"ing the netork of %omen Business -enters 0upto &+12...............................+

Intervie ith 's. (lia 3han 4 5ne of the most Inspiring %omen Entrepreneurs

in Pakistan2................................................................................................................6

MA"KE#IN$ S#"A#E$IES %O" EME"$IN$ MA"KE#S age &

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Women Entrepreneurs!p In!t!at!"es

The omen economic "evelopment in Pakistan has been 7uite ignore" an" over the years most

of the programs8 interventions have been "irecte" toar"s removing violence against omen#

omen9s primary e"ucation an" health care# omen crisis centers an" most recently a rigorous

"rive on political empoerment of omen by giving them &:; representation in the ations ere able to cater their speciali>e" nee"s such as?

@ 5ffices on affor"able rents

@ Display areas

@ peciali>e" training programs to improve employability of females through "iversification in

professional skills

@ Direct gui"ance an" support to young an" creative potential female entrepreneurs

@ Buil"ing strong netork of %omen Business

@ Information on business "ocumentation

-ollectively as ell as in"epen"ently# these interme"iary organi>ations have facilitate" on peace

meal basis. Aoever# there as a nee" for holistic program for enterprise an" lea"ership

MA"KE#IN$ S#"A#E$IES %O" EME"$IN$ MA"KE#S age '

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"evelopment of omen in Pakistan to enhance their potential an" facilitate in their en"eavors.

Aence# 'ED( steppe" in to support the "evelopment of this marginali>e" segment of

economic enterprise. 'ED( imme"iately# reache" out to businessomen nationi"e through

its help"esks at key business tons aroun" Pakistan.

5ur e/tensive interaction ith %omen Entrepreneurs 0%Es1 at various platforms clearly

in"icates that lack of business management skills# information gaps an" lack of netorking are

ma$or impe"iments in the "evelopment of omen le" businesses in Pakistan. It is in this

backgroun"# "ifferent intervention8 pro$ects are being un"ertaken by 'ED(# in"epen"ently as

ell as ith local8 international partners for complementing each other9s efforts in reaching out

for %omen Entrepreneurs in Pakistan. The main activities inclu"e2

%omen Business Development -enter 0%BD-s12 (s per the "eman" of %Es# the %BD-s at

3arachi# uetta an" at are in process of establishment hich ill be opening ithin &:C&.

5ing to the success an" groing "eman" of %BI-# a proposal for opening ne centers across

Pakistan inclu"ing (3 an" B on similar lines has been submitte" to government of Pakistan

for approval of fun"ing. The ob$ective is so to give e7ual opportunity to e"ucate" house=ives

an" young girls in other regions for setting up a successful business in a fle/ible orking

arrangement that fits ell ith their role as omen. %BI-s -lients are omen from "iverse

backgroun"s reflecting multi=facete" nature of %omen Businesses are its -lients. Especially

%Es "ealing in manufacturing# tra"ing or services sector 0e/clu"ing clinical "octors# "entists#

layers an"

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'e"ical Transcription# Bouti7ue# *loer hop# %oo"en *urniture %orkshop# Beauty -linic# an"

many more.

5pportunity in E/hibitions2 'ED( in collaboration ith partner organi>ations have sponsore"

over C&: %omen Entrepreneurs in "ifferent local e/hibitions an" + la"ies ent to 'E

Technology *air# &::H 'auritius.

Mar#et!n$ Ass!stan%e2 'ED( provi"es a"visory services to %Es to "evelop proper

marketing plans# e/port "ocumentation# labeling# proper brochure ebsite "evelopment along

ith registration of Tra"emarks# In"ustrial Designs an" -opyrights.

Bus!ness &lan 'e"elopment2 'ED( "evelops customi>e" an" "eman" "riven

business plans for entrepreneurs.

(a%!l!tat!on for (!nan%!n$2 'ED( has signe" 'oJ ith *irst %omen Bank ,imite"

0*%B,1 to provi"e financial assistance on priority basis to %Es having a"e7uate ork

e/perience in their line of business. 'oreover# 'ED( offers a"visory services assistance for

securing finance8cre"it from various financial institutions. i"e by si"e provi"e a"vice on

financial cycle management# inventory management# an" efficient pro"uction management.

Tra!n!n$ pro$rams for Entrepreneurs!p 'e"elopment2 -on"ucts training

programs across Pakistan covering management# technical an" skill "evelopment training

sessions# in hich more than K:: la"ies have alrea"y participate".

Te%n!%al Ass!stan%e:provi"e information to %Es on latest technology innovations as

ell as in"ustry base" machinery an" tools re7uirements. 'oreover# for energy efficiency

management# special team provi"e han"s=on=support.

In)ustr* A%a)em!a +!n#a$es: 'ED( has buil" a close liaison ith "ifferent

universities gen"er stu"ies "epartment for con"ucting nee" base" activities such asEntrepreneurship -ourses eminars# Internship ith %Es# e/posure visits to -hambers

In"ustrial clusters# an" meeting ith %omen Role 'o"els. ome of the institutions linke" up

ith 'ED( are Pun$ab Jniversity=,ahore# *atima innah %omen Jniversity= Islamaba"#

Peshaar Jniversity# an" 3arachi Jniversity.

MA"KE#IN$ S#"A#E$IES %O" EME"$IN$ MA"KE#S age )

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(uture &lans

The future strategy has been "esigne" keeping in vie the targets set forth in the e E/posure Lisits to "ifferent markets e.g.#

*aislaba"# 3arachi# Peshaar# Raalpin"i# ,ahore.

Stren$ten I&Rs2 E7uipments %Es ith relevant information for bran"ing# labeling an"

seeking intellectual property protection for their creative ork.

E,pan)!n$ te net-or# of Women Bus!ness Centers upto /01: (s per

the "eman" of %Es# the %B-s at 3arachi# uetta an" at are in process of establishment

hich ill be opening ithin &:C&. %hile# the success of %B- in other regions have raise" the

e/pectations of %Es operating in other regions an" e have receive" "eman" for setting up ne

centers in 'ultan# u$ranala# Islamaba"# (bbotaba"# D.I.3han# 'u>affraba"=(3 ilgit=B

on similar lines.

-on"uct a nee" assessment of %omen Entrepreneurs across Pakistan to "esign comprehensive

capacity buil"ing program.

Training programs on folloing topics2

Poer of ocial 'e"ia 0mail# *acebook Teeter1

Effective planning for Pro"uct launch

E/port 'arkets 'arketing 0non tra"itional pro"ucts1

Business Plan Development

MA"KE#IN$ S#"A#E$IES %O" EME"$IN$ MA"KE#S age *

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,egal Issues 0-ontract 'gmt# Ta/ation# -ompany Regt.1

E/port Import Documentation an" *inancing chemes

mall Business 'anagement2 Bouti7ue Te/tile Designing Business

The programs mentione" above ere "esigne" keeping in vie the "eman" of the %Es in that

particular region.

'ED( omen clients categories

%Es running businesses from home

*emales keen for business

%oul" be start ups

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Standing tall against Male Dominant Society & Businesses are the

most arduous challenges of Women Entrepreneurs in Pakistan.

oseph -onra" once rightfully sai" that2

Being a woan i! a "e##i$%& 'i((i)*%" "a!+, !in)e i" )on!i!"! -#in)i-a%%& in 'ea%ing wi"

en/.

%hen it comes to entrepreneurship# omen entrepreneurs# specifically in Pakistan# face a lot of

uphill challenges. 'ale "ominant society proliferate" ith chaotic challenges primitive

"octrines of the ma$ority in Pakistan are some of many challenges of Entrepreneurs in Pakistan.

(n" still those omen entrepreneurs ho manage to surpass these challenges an" achieve

success in their respective entrepreneurial ventures? "eman" huge applause appreciation. It9s

in these spirits that I envisione" to promote the untol" story of %omen Entrepreneur in Pakistan.

omething that can be heral"e" on global scale. This term report is meant as an eli/ir to enrich

the entrepreneurial min"set in Pakistani masses an" bring the heroic %omen Entrepreneurs in

Pakistan un"er the limelight an" ton talks. Being 'r. Aumayun9s most "arling mentees got the

opportunity for e/ploring the lobal Entrepreneurship through "ifferent ays such as the

internet an" personnel meetings in 3arachi. (n" after an e/tremely insightful astute session by

Entrepreneurial uru i.e. 'r. Aumayun (nsari# I got engage" in con"ucting intervie of the

Pakistani %oman Entrepreneur that as un"er the reach of my umbrella. I con"ucte" one

intervie an" it9s my pleasure to share ith you all. tory of 's. (lia ' 3han running to

MA"KE#IN$ S#"A#E$IES %O" EME"$IN$ MA"KE#S age ,

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businesses ith remarkable success. 'ay this story intention to inspire the ones ith these

e/emplary %omen Entrepreneurs in Pakistan an" to give "ue cre"it.

(lia 3han is a successful business oman of Pakistan ho currently runs to businesses

namely# the 5yester *abrics an" (l=Au"a 'usta7eem Travels Tours. he is a true source ofinspiration for mo"ern omen. Through her har" ork# she has establishe" herself as a great

entrepreneur an" one of the "ominant business omen of Pakistan. he is among C: Dominant

Business %omen of Pakistan.

Inter"!e- -!t Ms. Al!a 2an 3 One of te most Insp!r!n$ Women

Entrepreneurs !n &a#!stan:

01: He%%o M!. A%ia Kan. Tan+! (o# $eing e#e "o !a#e &o*# !"o#& wi" "e wo#%'. So

wo*%' %i+e "o !a#e wi" #ea'e#! a$o*" "e %ine o( &o*# $*!ine!!2

'y pleasure. I am actually running to businesses at the moment2

O&e!"e# Fa$#i)!

In this *abrics business# I basically buy sell fabrics at much competitive price in the market. I

also have *abrics pro"uction unit as ell. I also have e/pe"ite" on e/porting fabrics to foreign

countries as ell inclu"ing Aongkong.

A%3H*'a M*!"a4ee T#a5e%! 6 To*#!:

( travel agency that specifically offers attractive Jmrah Packages. It also has I(T( license. *or

accommo"ation other facilities# I also have obtaine" license from au"ia (rab overnment as

ell. I am also orking to offer Aa$$ Package sooner as ell.

07: Wa" a#e &o*# -e#!ona% o$8e)"i5e!2

Personal 5b$ectives2 Through Innovative research file patents an" commerciali>e machines#

pro"ucts# an" processes that ill revolutioni>e te/tile in"ustry. To establish as In"ustrial Te/tile

Business supplying Technical fabrics an" Technical te/tile pro"ucts to other international market.

S-e)ia%"ie!

-loth tructure of oven knitte"#

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Psychology of clothing science.

'arket research# tren" setting.

'anagement skill.

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that you call in the financial language hich as 7uite insufficient in the start of the business but

because of my partner I ha" the courage to stan" tall.

0=: Wi) !*$ !egen" o( "e "a#ge" a#+e" 'i' &o* )o!e an' w&2

The sub segment of the market that I chose in the commencement of my business ere the local

small markets for the te/tile business like Rabi in Tari7 roa"# aima cloth arehouse etc mostly

the markets of imaba" because initially my target as to intro"uce my pro"uct to local

customers ith cost effective strategy so that there shoul" be repeat sale of my cloth.

%hereas for my travel agency business I starte" ith minimal amount of packages hich ere

7uiet attractive for the customers an" ith the grace of our ,or" everything ent ell. Right

no I serve all types of market starting from upper class to loer ones.

0>: Wa" !a%e! we#e nee'e' "o a+e "e #e5en*e &o* ea#ne' "#o*g &o*# "a+e oe/

ao*n"2

To be very honest your teacher Aumayun is one intellectual person I ish to meet him because

the types of 7uestions that he has phrase" are unpacking the hi""en me 0smiling1.

%ell returning back to the anser the sales that I nee"e" to earn the revenue in or"er to have the

amount from hich I can say that this business is orth it as 7uite "evastating in the beginning.

The sales that ere nee"e" in the very beginning ere more than &: arehouse selling of cloth

an" it as very har" to achieve this. I ma"e 7uite a hectic sche"ule by visiting the arehouse

persons an" making them sure that this pro"uct ill ork. I offere" 7uite goo" packages to them

such as in the beginning I gave them the cloth ithout taking any money $ust on the con"ition if

it ill sell more then I ill take money from them. Aence constantly "oing such tactics I

achieve" the sales that I ante" an" built a goo" ill ith the suppliers. ometimes I offere"

"iscounte" prices to suppliers# then sometimes I offere" them seet little gift like suits for their

ives etc all these strategies ma"e me achieve the "esire sales an" a great competitive a"vantage.

0?: Wa" i! En"#e-#ene*#!i- in &o*# wo#'!2

To me# Entrepreneurship starts ith faith in your onself. *or me its the hybri" of passion an" to

be yourself an" catering to your financial nee"s by orking for yourself an" achieving your

"reams. (n" hile running your startup8business# you must strive t to be self=sustainable asap.

enerating your on resources.

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0@: Wa" a#e "e +e& )a%%enge! (o# &o* a! En"#e-#ene*# o# "e one! "a" Woen

En"#e-#ene*#! in Pa+i!"an (a)e2 O# "e )a%%enge! "a" &o* (a)e' wen &o* we#e !"a#"ing

*-2

The main challenge for omen Entrepreneurs in Pakistan is that its utterly a male "ominant

society. This fact itself poses a lot of challenges for us omen. %hen I starte" up# I face" a lot of

challenges in my entrepreneurial business like I face" a lot of re$ections "uring "eals

transactions. People use" to belittle me by saying that hat omen has to "o ith fabric8te/tile

business They use" to assault my moral by saying that I shoul" open a beauty parlor an" cant

run this fabric business. The environment in Pakistan has the fibers hich creates huge

"iscouragement for omen entrepreneurs.

But still hen I starte" off# I foun" an e"ucate" male partner ho as sane enough an" ha" faith

in my skills an" abilities. (n" "espite all challenges hur"les# I remaine" consistent an" opte"

for perseverance. (lso# in businesses# ,inks Relations are e/tremely important. (n" like other

entrepreneurs# I also face" the col" start syn"rome problem i.e. I ha" no links an" it took time to

"evelop those.

0: How 'o &o* Ma#+e" &o*# -#o'*)"!Se#5i)e!2

%e mainly leverage Internet# leaflets billboar"s for marketing our business an" reaching out to

our targete" au"ience. (t the moment# e are not using ocial me"ia proficiently an" are lackingthe roa"map to capitali>e it.

01C: Wa" i! &o*# )*##en" !ie o( $*!ine!!2 A#e &o* !a"i!(ie' wi" i"! g#ow"2

*or me# sky is the limit. (n" I call my business to be still me"ium in si>e. (n" I am still

concerne" an" orking out ays to gro it beyon" limits.

011: We#e 'i' &o* ge" "e in5e!"en" o( &o*# $*!ine!!2

Initially# I as lacking the fun"s an" capital to start the business. In this regar"# my partner

helpe" me out an" provisione" the capital nee"e" to kickstart the business.

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017: Wa" wa! "e #o%e o( L*)+ in a+ing &o* one o( "e !*))e!!(*% Woen en"#e-#ene*#!

in Pa+i!"an2

5h I think luck is e/tremely important in my success. I highly believe in ,uck. ,uck is about

fin"ing the chances an" then reacting an" capitali>ing them. In this regar" I think that the role of

luck in my success has been incre"ible.

019: Wa" a#e &o*# +e& %ea#ning a! En"#e-#ene*#2 An' wa" e!!age wo*%' &o* %i+e "o

gi5e "o o*# #ea'e#! e!-e)ia%%& "e woen(ea%e a!-i#ing "o $e)oe En"#e-#ene*#!2

In business# one faces a lot of "ifficulties. In fact avalanche of challenges. But if you remain

consistent an" try as much possible to help out others# your chances of success increase a lot. I

think there shoul" be platform for omen here they may improve an" groom their skill set.

%here they may learn the fun"amentals of "oing business an" get the e/posure. I personally

think that'ED(is failing to "eliver on its commitments an" values an" hasn9t been "oing

anything practically positive for the betterment of 'Bs in Pakistan. %omen generally lack

confi"ence hile starting their business but I think that if you have the e"ucation# skills an"

belief in your abilities# nothing can stop you from claiming the greatness that you "eserve.

The story of 's. (lia 3han highlights the challenges that Entrepreneurs face in Pakistan

especially the omen entrepreneurs. 'r Aumayun9s efforts# continuous push of tenacity rings

an" his believe in me ma"e me achieve my goal to highlight the har" ork of omen on global

scale hich is highly commen"able an" I hope that this may kin"le the entrepreneurial passion in

the female sector of Pakistan? resulting into the consoli"ate" economy of our country.

MA"KE#IN$ S#"A#E$IES %O" EME"$IN$ MA"KE#S age '
http://towntawks.com/blog/2013/11/women-entrepreneurs-pakistan-alia-khan/www.smeda.org/%E2%80%8Ehttp://towntawks.com/blog/2013/11/women-entrepreneurs-pakistan-alia-khan/www.smeda.org/%E2%80%8Ehttp://towntawks.com/blog/2013/11/women-entrepreneurs-pakistan-alia-khan/www.smeda.org/%E2%80%8E

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