"I used to fear speaking about my business. By the end of the training, I confidently presented my pitch and received constructive feedback."
The experience was shared by one of 179 women entrepreneurs who participated in the programme under the EU-funded MARKUP II initiative.
We achieved a major milestone with the successful implementation of the Soft Skills Enhancement for Women Entrepreneurs training across the East African Community (EAC).
Regional Initiative to strengthen women in trade
The training was implemented through a partnership between the East African Women in Business Platform (EAWiBP), the International Trade Centre (ITC) through the SheTrades Initiative, and the EAC, with support from the European Union.
The programme was designed to strengthen women-led enterprises by enhancing soft skills critical for trade participation, including business communication, leadership, confidence building, and pitching skills.
Two-Tier training approach across the EAC
The initiative was delivered through a structured two-tier model. A five-day Master Training of Trainers (ToT) was conducted in Nairobi, Kenya, from 8–12 September 2025, bringing together selected trainers from each of the six EAC Partner States.
A total of 12 Master Trainers were certified, who later delivered national roll-out trainings in their respective countries to ensure wider regional coverage and sustainability.
National roll-out across six partner states
The national trainings were conducted across all EAC Partner States, including Uganda (29–30 September), Tanzania (16–17 October), South Sudan (20–21 October), Burundi (25–26 November), and Rwanda (8–9 December 2025).
This approach ensured consistent delivery while enabling localised support for women entrepreneurs in different contexts.
Measurable impact
The programme recorded strong results, with 85% of participants reporting increased confidence in business communication and 80% demonstrating the ability to deliver structured business pitches, surpassing initial targets.
Participants also showed marked improvements in leadership presence, clarity of expression, and overall business presentation skills.
Beyond training: Bringing into practice
Beyond the classroom sessions, participants identified practical ways to apply their new skills. These included training other women entrepreneurs, improving business communication for market access, and strengthening engagement with potential buyers and partners.
The initiative also reinforced the importance of scaling capacity-building efforts through regional structures to ensure broader reach and long-term sustainability.
Strengthening women’s economic participation
Overall, the training demonstrates the transformative impact of targeted soft skills development in empowering women entrepreneurs. By addressing both behavioural and structural barriers, the initiative contributes to building more confident, competitive, and trade-ready women-led businesses across the East African Community.
