you're watching the news from berlin up next shift living in the digital age with a look at the challenges women face breaking into the tech industry and don't forget you can get all the latest on our website that's the job used dot com more news at the top of the hour i'm michael okwu thanks for joining us. my 1st boss i was a sewing machine. where i come from women are volunteer by this ocean for. something as simple as learning how to ride a bicycle isn't. since i was in. my home and it took me miss them and. finally gave up and i say that 3 times because sewing machine sewing i suppose was more apropos real time goes than writing and i. know i

want to reach all those moving back home for bones by them and social rules and inform them about deadbeats and write. my name is the amount of people and i. see them. female tech entrepreneurs have a hard time finding investors as do female entrepreneurs in general and 20 a team for example only 2 percent of all u.s. venture capital went to startups run by women why is that and how can we change it i would topic today on shift. our. jennifer morgan is cosi all of the german tech company as a p sheryl sandberg has over asians at facebook and so was eva just keep manages 3

female exceptions in an industry dominated by men to bed especially considering that programming used to be seen as a typical job for women in the u.s. in the forty's they played a big role in pioneering digital technology but today far less women work in tech only 14 percent of tech startups worldwide were created by women they found less developed less and because of that their creativity goes on used for the market do women face bigger challenges here's what these leaders have to say. as long as different we need more female role models come to think of it there's hardly any successful female entrepreneurs that i could look up to on it's like in all areas of life. he is asking indians without a role model or someone to live up to it's just hard for young people to find their way cummins he says and it's easy for them to get discouraged. on the

1st meeting way so it's a investors big c.e.o.'s of companies that they don't take you seriously so you're like they're like oh are you are you serious this evening found that trying to do something big to do or not be taken seriously because i'm a woman i'm not i'm not feeling that i'm the boss i was saying that we're here. and i cannot do anything without my team. that's not the only reason female decision makers are vital for the tech industry they are also an onside resource as consumers did you know that women drive some 70 percent of all consumer purchasing at law from the not they are the ones who decide which technology to buy for their households and families so companies want to create successful tech products should look more to their female target audience and that works best when women are made part of the development process. it's easy. startups with

a balanced ratio of men and women are more effective and efficient teams reach decisions faster meetings don't drag on is long and products are aimed at a broader target group that's especially important in the tech world where men are mostly considered the prime consumers. hiring more women also pays off financially startups with a large share of female staff are often more successful for investors that means more return. startups run by men generate $0.31 return for every dog. invested well female let's start ups generated more than double that according to studies in the us. the numbers show that women create far more sustainable startups. and their failure rates are lower. i hope these numbers get out to the wider public and we can put this whole thing behind us. stats show that tech companies tend to be especially successful with females in key decision making

roles so why do may have taken from those 10 to capture capital more easily than women. and business one mattah things many investors still have age old prejudice there is probably unconscious bias in their decision making most of the times the capital givers are men and they feel that the male founders are more competent many female founders find themselves confronted with an equated stereotypes. to often the investors they face still believe that men are better leaders that they're more likely to be more successful and that men generate better business ideas. it's not true men just are better sales persons and can present themselves better than women women are often way to humble but that's not all smarter rock thinks another reason why women have such a disadvantage in the tech industry lies in our past take as much as

a topic for women as it is for men but i think that has to do maybe it with upbringing and how we were educated still technical topics i'm more of a male domain than a female domain. the result women have to fight harder for venture capital for their start ups and they granted less take made us take deals in $2800.00 for example main run startups the client billions in investments while female run startups. didn't get a fraction of that what causes such a big investment. ideas research has found that men and women are treated differently even when they pitch. studies show when pitching their new ideas to investors prospective female founders are often treated differently than

their male counterparts gender stereotypes are partly to blame for that behavioral scientist on accounts can demonstrate this simply based on the questions investors ask. her research shows investors ask male entrepreneurs more questions on how they plan to grow their startup they're curious about things like the prospects of their business idea how they plan to generate more revenue or what their long term vision is. female entrepreneurs on the other hand are expected to explain how they plan to avoid failure they need to show how much they know about their competitors how they plan to protect themselves from risk or how high their costs are but not only male venture capitalists displayed bias in their line of questioning. i expected female v.c.s. to be eve similarly to male b c's meaning that the c's would favor male entrepreneurs with promotion questions

and female p.c.'s would do the same for female entrepreneurs but instead all v.c.s. display the same implicit gender bias the sort of questions asked had a huge impact on how much money b c's opted to invest in new startups if any at all. those startups who are asked for john minutely promotion cautions went on to raise 7 times as much funding. when pitching their ideas to investors. recommends that. question. in the defensive when asked about potential risk. respond with positive arguments emphasize possible growth not how to avoid loss so it is a lot harder for female phone us to acquire capital the good news is that lots of networks now aimed at supporting women in tech with coaching know how and resources they help women get their ideas of the ground. mark to rob used to work in

finance and witness discrimination against women firsthand that's why she created the international women in sustainable finance men where. we want to break the glass ceiling that obviously exists in the financial world it's a chance it's always been and we wanted to create a safe frame for women to get together within the financial world. women in sustainable finance brings together women currently founding or running businesses an initiative by women for women full of discussion rounds and lectures. but not all male colleagues are supportive one. was from my male colleague who said all this is just a chit chat group it's just women meeting and drinking coffee. to avoid more comments like that in the future and to encourage more women to start their own tech businesses marta ra thinks society should fundamentally revisit the way it

sees women. but of course the os successful female tech found us one of them as far from senegal she program to a very 1st website when she was just 16 and since then she has led various tech companies in 2016 for steam to one of africa's most promising young entrepreneurs but she too has experienced gender discrimination. comes a printer is has occurred so many times that you have to do is this question is a must be asked so tonight are you single i'm going to make me believe you know better than you on the long run and that is very actually talks it but function mocked up bob rose to the top anyway she founded and now leads jango a social tech incubator that invests in and supports african startups africa has plenty of startup hobson but not enough jobs by 2050 an estimated 20000000 new jobs

will be needed every year for men and women. plus the mother actually also making it on the agenda keynes of course it's a good reason enough to try to be fair and balanced but are you actually want to make it a business case because we're actually missing. probably hundreds of billions gooders of g.d.p. . because we are lacking actually entrepreneurs funding facts and much of herself proved that investing in female run startups can be very lucrative she helped start and run the regional branches of junior and african e-commerce platform in cote d'ivoire and nigeria. jr is considered the african equivalent to amazon and is active in 14 different countries more than 80000 companies sell their products on this platform it's a huge success and given africa's projected population growth many more such innovative business ideas will be needed to create enough jobs but many young

entrepreneurs lack seed capital to get the ball rolling africa itself is suffering from a very strong competitor. you have so many private equity guys you have so many institutions and by function funds but you don't have enough venture capital so i'm looking direct capital and the only being willing to venture almost accident. contest is really something critical. that's why she hopes. can also get global investors to support africa. and to back more female entrepreneurs. so do we. latest figures show things are slowly improving for women in the tech industry it seems that women's networks and related projects are starting to pay off in so many obstacles remain i think that companies.

benefit a lot from more diversity in the workforce and how do we get there as long as we haunted with the cliché that men have better business ideas what a female quota held what do you think that is no for example here and all i want to let a woman have the last word with a message to all you potential female leaders out there. my 1st of this they're. my 2nd day of business go for it and the 30th this persistence and stamina this is watching needs in order to be successful.

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