Not A Second Bedroom
Transforming under-utilized high street bank branches into vibrant community hubs for female-led SMEs, connecting them with space and support to thrive.


OVERVIEW

Female entrepreneurs make up only 20% of all founders, and only 2% secure VC funding. Through qualitative research with 10 entrepreneurs, I uncovered the persistent gender gap in entrepreneurship and the virtual barriers created by digital spaces for SMEs. The goal was to create a service model that addresses the unique challenges female entrepreneurs face, such as limited workspace, community support, and financial resources. We developed Not A Second Bedroom (NAB) initiative—a work-café and financial hub within bank branches—offering flexible workspaces, tailored financial services, networking opportunities, and mentorship programs. NAB provided female entrepreneurs with essential support, creating a holistic environment for business growth and positioning the bank as a key partner in their entrepreneurial journey.
WEBSITE
https://not-a-second-bedroom.cargo.site/
INSTAGRAM
https://www.instagram.com/not.a.second.bedroom
ROLE
Project Leader & Coordinator
Researcher
Service Designer

DURATION
May 2024 - Jul 2024


SKILLS
  • Literature Review
  • In-depth Interview
  • Service Safari Research
  • Stakeholder Analysis
  • Persona Creation
  • User Journey Mapping
  • Trend Analysis
  • Competitor Analysis
  • Theory of Change Development
  • Service Prototyping
  • Questionnaire Collection
  • Storyboard Creation


TOOLS




CONTEXT

Digitalization and Women's Entrepreneurship: 
A Decade of Growth, Challenges, and Opportunities



Digitalization Empowers Women Entrepreneurs in SMEs

Recent research shows that digitalization positively impacts women’s entrepreneurship by lowering entry barriers and fostering collaboration, creativity, and flexible business models. Digital tools like social media, mobile services, and cloud computing create inclusive opportunities for women in SMEs, offering new paths to empowerment, economic independence, and growth.



A Decade of Growth vs. The 2% Reality: The Rise of Female Entrepreneurs and the Persistent Funding Gap


Over the past decade, the proportion of women entrepreneurs has doubled from 10% to 20%, largely driven by digitalization. 






Female-founded startups consistently outperform, generating 178% more revenue per dollar invested compared to 131% for male-founded startups.



However, women still represent only one in five entrepreneurs, with a 4:1 ratio compared to their male counterparts.


And only 16.3% of VC funding goes to startups with both male and female founders, and a mere 2% is allocated to female-only founders. 


These impressive outcomes highlight a paradox, leading to my first research objective:





Challenging Assumptions: Unpacking Gender Dynamics in Entrepreneurship



The Fallacy of a "One-Size-Fits-All" Approach
In my initial research, I found a LinkedIn post where a male VC questioned why female entrepreneurs emphasize gender in pitches. This sparked debate, with some suggesting women lack networks, pitching skills, or business knowledge. Similar discussions on Reddit highlight their frustrations.

Assuming a "one-size-fits-all" approach to entrepreneurship oversimplifies the challenges. Ignoring gender differences overlooks key nuances. This controversy shows the need for more research into the specific challenges women entrepreneurs face and the support they need.





This debate reveals deeper issues about the role gender plays in their experiences. The assumption that women lack skills or networks oversimplifies the challenges they face and ignores the structural barriers unique to their journey.


RESEARCH

Exploring Gender Differences in Digital Entrepreneurship: A Qualitative Study



Deepening Insights Through Qualitative Research

Inspired by online debates on challenges women entrepreneurs face—like limited networks, pitching skills, and business knowledge—we conducted a qualitative study using user interviews, field observations, and expert insights. Following Longino's (2017) narrative inquiry approach for gender issues, we explored the often-overlooked paths of female entrepreneurship. Over two months, our feminist perspective sought to connect diverse experiences and amplify women's voices.




01
Female & Male Entrepreneurs
User Interviews


02
Incubator/Workplace
On-site Observations


03
Investor/Coach/Director
Key Informant Interviews

Sample and Representativeness

Our study involved 6 female and 4 male entrepreneurs in London, balancing perspectives to avoid gender bias. While the sample size was limited, it remains relevant, given London's status as a leading hub for female-founded startups in Europe, with nearly €4 billion invested in 2023.



Engaging with Key Stakeholders and Experts

We also engaged with key figures at Innovation RCA and Nesta to understand gender dynamics in entrepreneurship under digitalization. These insights revealed the different experiences and needs of male and female entrepreneurs, providing a deeper understanding of their journeys.


USER SYNTHESIS

Female Entrepreneurial Paths and the Often-Ignored Nuances



Meet 4 Women Entrepreneurs





Unique Motivations Behind Women’s Journey to Entrepreneurship

Women’s decision to pursue entrepreneurship is often driven by distinct factors. Unlike men, many women seek to align their work with personal values, gain autonomy from restrictive corporate environments, and create businesses that make a social impact. These motivations highlight their unique approach to entrepreneurship, focusing on flexibility, empowerment, and meaningful contribution.



From Ambition to Reality: The Challenges Women Face After Taking the Leap



The promise of "freedom and flexibility" often attracts women to entrepreneurship, but this can be an illusion. Without traditional structures, many turn to self-comparison, feeling pressure to constantly achieve. In today’s "achievement society," self-worth is tied to nonstop productivity, leading to self-enslavement where even rest feels shameful. Instead of true flexibility, they become trapped in the pressure to always be working.

Digital platforms like Shopify and Instagram have made it easier for women to start businesses, but without formal recognition—such as a business account or official title—many still struggle with imposter syndrome. This lack of validation makes it difficult for women to fully embrace their entrepreneurial identity, fueling anxiety and self-doubt. While personal development can help, repeated rejection from male-dominated decision-makers often intensifies these feelings, leading to emotional exhaustion.

Despite achieving stable profits, many women entrepreneurs still struggle with external recognition. Constantly facing obstacles, they often undervalue their own success and feel they’re not good enough. Dismissive comments like “your little sticker business” or “your business solves a cute pain point” haunt them, reinforcing feelings of inadequacy and undermining their confidence.






INSIGHT 1

Digital Tools Have Made Home Offices the Default for Women Entrepreneurs, But with Hidden Costs



Digital Tools Can’t Fix Deep Structural Gender Gaps

While the digital era has made home-based entrepreneurship more accessible and cost-effective, this convenience comes with specific challenges for women. For many female entrepreneurs, the decision to work from the bedroom is not merely a matter of convenience, but a reflection of deeper gendered obstacles that make this choice feel necessary.



01 
Financial Constraints and the Gender Funding Gap

Women often face limited access to funding, making cost-cutting essential. The gender funding gap forces many to choose home offices over rented spaces, which hinders business growth and professional networking.


02 
Balancing Multiple Roles and Limited Resources

Women often juggle caregiving and business responsibilities, leading them to use the home as their workspace. This setup blurs boundaries, increases emotional strain, and isolates them from external resources and growth opportunities.
03 
The Impact of Self-Doubt on Cautious Decision-Making

Due to societal pressures and self-doubt, many women take a cautious approach, viewing home as a safer option. However, this limits their ability to scale and fully compete.

Many challenges women face on their entrepreneurial journey—handling setbacks, processing failures, or managing overwhelming workloads—often unfold within the confines of their bedroom. This space merges personal and professional struggles, despite digital tools promising freedom and flexibility. In reality, these tools blur boundaries, leading to burnout as work and life become inseparable.

The lack of a dedicated third space, such as a professional office, isolates women from vital networks and support systems. What starts as a cost-saving measure often limits access to mentorship, peer networks, and mental health resources, further deepening gender disparities that digital solutions alone cannot address.



Unlocking Growth for Women Entrepreneurs Requires Access to Professional and Supportive Workspaces

To move beyond the isolation and scalability challenges of home-based work, women need access to dedicated, professional spaces that foster collaboration and visibility.







INSIGHT  2

The Hidden Burdens of a Digital Presence: Misconceptions, Isolation, and the Pressure to Perform



Digital Tools Create New Layers of Hidden Barriers
Beyond the convenience of working from home, the digital era allows entrepreneurs to craft their business image online. However, this visibility brings hidden pressures. Beneath the surface of digital flexibility lies a panopticon-like environment, where women entrepreneurs are constantly visible, subject to the gaze of clients, peers, and competitors. This digital surveillance often pushes them to maintain a polished, inauthentic persona, resulting in emotional exhaustion and performance anxiety.


01 Misjudged by Looks: Proving Scale
A polished online image often misleads others about the size of a business, creating undue pressure on solo female founders to meet unrealistic expectations.
02 Digital Isolation: Connected Yet Alone
Despite the connectivity offered by digital platforms, many women entrepreneurs feel isolated, especially when others appear to scale effortlessly, revealing a lack of real support.
03 The Weight of an Inauthentic Persona
Women feel pressured to maintain a curated online image, which leads to emotional exhaustion and deeper self-doubt about their true progress.



04 Growth Stalled by Limited Resources
With limited funding, many women rely on free digital platforms like social media for marketing. This results in constant stress over keeping up with rapid changes and maintaining visibility.

One female entrepreneur described feeling "trapped in limbo," caught between the digital and physical worlds. While digital tools like Shopify and Instagram offer flexibility and convenience, the overwhelming online noise often causes women to lose focus on key business fundamentals. Many don’t register their businesses or open formal accounts, which undermines their legitimacy and cuts off access to financial support. In this liminal state, blurred boundaries between work and personal life exacerbate isolation. The issue isn’t just the tools, but the lack of infrastructure to help women fully integrate digital freedom with tangible support, leading to burnout and missed opportunities.



Addressing the Emotional and Growth Barriers of a Digital-First Presence

To bridge the gap between digital tools and real-world support, it’s clear that women entrepreneurs need more than just flexibility—they need access to resources that truly enable growth. 







Reflecting on Research Objectives...



Emphasizing Female Identity in Entrepreneurship: Reclaiming Space and Solidarity

In answering whether it's necessary to emphasize female identity in entrepreneurship, it’s clear that for many women, this goes beyond gender alone. Identifying as a "female founder" allows them to reclaim their space in a male-dominated field and assert their unique entrepreneurial narrative. It reflects their resilience in overcoming systemic barriers and signals solidarity with other women. For these entrepreneurs, highlighting gender isn’t just a label—it’s a way to challenge bias and underrepresentation, making it a vital part of their journey.

So, when someone includes their gender in their title, instead of judging, we should take a moment to reflect on why it matters.



The Liminal Trap: Why Digital Tools Alone Can’t Empower Female Founders

Despite the rise of digital tools, female entrepreneurs still face enduring gender gaps that these platforms cannot bridge. While digital spaces may lower the barrier to entry, they fail to provide the holistic support—like mentorship, collaboration, and real-world resources—needed to thrive. Many women find themselves trapped in a liminal state, relying on home offices and digital tools, which blur the boundaries between personal and professional life. This creates isolation, confusion, and stagnation, amplifying the very challenges they aim to overcome.



The Disconnect: How Virtual Services Fail to Link Female Entrepreneurs to Real-World Opportunities

During my service safari, I explored a wide range of services available to female entrepreneurs. While digital tools theoretically link these services, they often remain disconnected, creating two major problems:

Lack of integration with physical spacesServices like mentorship programs and coworking spaces are mostly virtual, with no real-world interaction, leaving entrepreneurs isolated. There’s a clear gap in connecting online tools with offline support systems, leading to missed opportunities for in-person collaboration, networking, and tailored business support.
Digital entrapmentMany services are oversaturated and overly generic, offering little guidance or personalization. Women entrepreneurs struggle to transition from digital tools to real-world business environments, further hindered by a lack of local, female-specific support, financial coaching, and pathways to offline investors.
In short, while digital solutions exist, they fail to adequately connect women to real-world opportunities, leaving them stuck in an overwhelming, fragmented online ecosystem.
IDEATION

Connecting the Dots: Exploring Possibilities and Opportunitie


What Ifs...





HMW statement







INTRODUCING THE  SOLUTION

「NOT A SECOND BEDROOM」


An innovative service model that transforms underused bank branches into dynamic hubs for female entrepreneurs—offering flexible spaces, tailored financial support, and vital connections to bridge the gender funding gap.

NAB's approach is groundbreaking in that it not only repurposes physical spaces but also redefines how financial institutions engage with and support female entrepreneurs. By providing a holistic ecosystem that includes physical spaces, financial services, community support, and wellness programs, NAB offers an unparalleled platform for women to succeed in the digital era.


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