Full Recording: Women in Business Workshop — Understanding Your Market

Earlier this month, we hosted our first online workshop for the mentees of the Women in Business Mentorship Program titled “Understanding Your Market.”

The session, moderated by Jemima R. Rockson and led by mentor Fatima Alimohamed, guided mentees through an interactive discussion on:

✅ Moving beyond demographics — leveraging psychographics for deeper customer connections.
✅ Applying the TAM, SAM & SOM framework for funding readiness and business growth.
✅ Practical homework: auditing product categories, calculating TAM, and mapping competitors to uncover market white spaces.

Other insights included protecting ingredients, exploring new markets, and balancing quality with marketing in niche products like frozen yams.

📹 Watch the full workshop recording here on our YouTube Channel.
📝 Read the full workshop summary here (published last week).

We are proud of the progress our mentees are making and excited to see the impact of these sessions on their businesses.