Research reveals growing trend that women are opening more businesses

Female small business owners feel more fulfilled than women who are working a 9-5 for someone else, new research suggests.

That’s according to a survey of 500 female small business owners and 500 aspiring female entrepreneurs, which found that fulfillment isn’t just professional, it also spills into their personal lives.

Results found that 91% of current owners feel fulfilled in their professional lives, compared to just 55% of those who haven’t made the leap to business ownership.

Taking things a step further, while 78% of aspiring owners feel a sense of fulfillment in their personal lives, that number jumps to 87% for those who are already in operation.

Over the next 10 years, 80% of all of those polled expect to see even more women at the helm of businesses.

In fact, 58% of current business owners opened their doors within the past six years and 89% of aspiring business owners plan to do the same over the next five years.

In those six years, current business owners found that they were happier (58%), more confident (54%) and more empowered (54%) than they ever were in their previous roles.

Conducted by Talker Research on behalf of Kiddie Academy, the survey sought to uncover the highs and lows through the eyes of current female business owners and future business pioneers.

Almost all of those polled (90%) believe that it’s important the next generation of children see female business owners in their community.

Nearly two-thirds (62%) became a business owner because they wanted more freedom in their lives, especially since 42% have a child under the age of 18 at home.

Prior to becoming a small business owner, only 51% felt that they had freedom in their schedules to pursue passions or take time off from work. After getting their business off the ground, nearly all (93%) found the freedom they were looking for.

Other leading reasons include wanting to create a better world for future generations (26%) or feeling stuck in other jobs (23%).

These mirrored many of the reasons aspiring female entrepreneurs are pounding the pavement. Wanting to be their own boss (64%) and needing a more flexible schedule (38%) are the two leading factors, followed by needing more work-personal life balance (35%) and the desire to leave a legacy for their children and grandchildren (30%).

Still, that’s not to say all of these benefits come without challenges. A better understanding of the current small business landscape (30%), along with support from other small business owners (26%) as well as family and friends (25%) would have made them feel more prepared to be a small business owner.

But that’s not all: 53% of current owners said that additional funds or a safety net would have better prepared them for the road ahead.

When asked their biggest question or hesitation about becoming a business owner, future entrepreneurs highlighted similar concerns and many took things a step further. One respondent asked, “Will I make it and learn from my mistakes?”, while another wonders about “how to maintain a healthy workplace and keep it professional.”

Other key hurdles that aspiring business owners will need to overcome include building a customer base (47%), getting the word out that their business exists (37%), knowing how to handle unforeseen challenges (33%) and even creating a social media or online presence (29%).

“As a female entrepreneur, I can say that while my journey to business ownership hasn’t been zero-risk, it sure has changed my life and my family’s lives for the better,” said Kiddie Academy franchisee, Carin Andersen Perino, who has owned and operated Kiddie Academy of East Setauket on Long Island, New York since 2000. “I don’t have to wonder ‘what would happen if I tried this’ and worry about feeling stuck and stagnated working for someone else. Women-owned businesses are an essential part of our communities, and I’m proud to be part of this movement.”

Looking beyond daily benefits and challenges, the survey also asked current business owners what the most fulfilling part of the job is. One woman said “Knowing that you are the boss; I make the final decisions. For any woman, it’s a great feeling.” Another said, “Satisfied customers is the best feeling ever. That right there lets me know I’m doing everything right.”

For others, that fulfillment goes deeper than just the hours they’re putting in at work. One respondent said, “Being able to take care of my family and spend quality time with them” is the most gratifying part, while another said “Knowing I can leave my kids with something to carry on after I'm gone.”

“Two of the top benefits future entrepreneurs hope to reap are feeling more passionate about what they do (55%) and finding more fulfillment in their work (49%): the business owners have spoken and are already harvesting the rewards,” said Susan Wise, executive vice president with Kiddie Academy. “We've seen firsthand how much fulfillment entrepreneurs can find in opening a franchise that aligns with their values; whether it's educational child care, professional services, tutoring services or some other franchise concept. Franchising is special in that it allows you to go into business for yourself, but not by yourself.

Survey methodology:

Talker Research surveyed 500 female small business owners and 500 aspiring female small business owners; the survey was commissioned by Kiddie Academy and administered and conducted online by Talker Research between Feb. 6 and Feb. 13, 2025.

We are sourcing from a non-probability frame and the two main sources we use are:

• Traditional online access panels — where respondents opt-in to take part in online market research for an incentive
• Programmatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in

Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan.

Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value.

Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample.

Interviews are excluded from the final analysis if they failed quality-checking measures. This includes:

• Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speeders
• Open ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant text
• Bots: Captcha is enabled on surveys, which allows the research team to identify and disqualify bots
• Duplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once

It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.