The Success and Failures of Sari-Sari Stores: Exploring the Minds of Women Micro-Entrepreneurs

In the past decades, the unprecedented number of women in entrepreneurship has been overwhelmingly increasing. This was fueled by their motivation to earn independently and to uplift their economic condition. This paper magnified the stories of success and failures of women micro entrepreneurs in managing their ‘sari-sari’ stores. Informants of this multiple case study were five women micro-entrepreneurs who had been in business for at least five years. An in-depth interview was done and cross case analysis was employed. Results revealed that new investments, enhanced family income, productivity, and resourcefulness were the stories that they highlighted as success. On the stories of failures, they emphasized that business breakdowns and personal crisis once confronted their operation. They also revealed that failures framed them to be determined, faithful, diligent, and optimistic. Lastly, they shared significant insights that women entrepreneurs must be business oriented, develop people skills, and employ a strong will power. These women entrepreneurs have their own way of defining moments relative to success and failures in micro entrepreneurship. What is worth noting is the fact that the innumerable failures which confronted them shaped the entrepreneurial traits they now possessed and achieved the optimum success in their entrepreneurial journey.