Iqlaa’s mentorship helps MSEs turn learning into business growth
Micro and small enterprises (MSEs) have access to a range of training and capacity-building opportunities in Jordan. These widely available training courses offer valuable knowledge, practical skills, and insights for MSEs seeking to improve their business practices and explore new opportunities for growth.
However, turning learning into meaningful practice requires focused effort from business owners to reflect on what they have learned and determine how to apply it effectively to their business.
In practice, effective business decisions are rarely straightforward. Each MSE has its own customers, resources, challenges, and opportunities, which means that a solution that works for one business may not work for another. Weighing these factors and deciding on the best way forward can be challenging for MSEs who are risk-averse and cautious about taking a leap of faith.
Therefore, business owners often need to assess their own situation, consider different options, and determine which approach makes the most sense for their business, sometimes on their own, sometimes with the support of a mentor.
Not all MSE owners are immediately comfortable seeking this kind of support. Some businesses may be hesitant to engage with a mentor while others may be reluctant to seek advice or admit that they need help. This often stems from unfamiliarity with the mentor’s role or concerns about sharing sensitive business information.
In such situations, mentors can help put business owners at ease by addressing their concerns and providing the needed reassurance and guidance.
Areej Malkawi, owner of Magic Loops – - a handmade crochet business in Amman – is one of the MSE owners who realized her need for business mentorship. Although she had participated in former training sessions on pricing and marketing, putting what she had learned into practice was challenging and required guidance and mentorship.
For a very long time, I felt like I needed a more reliable source of information or guidance to be on the right track. I knew my business had potential to grow, but I didn’t know where to start
Areej, owner of Magic Loops
Despite her efforts, the business was not achieving the results she expected. She was unsure what needed to change or where to begin. What she really needed was someone to guide her into effectively applying what she learned in running her shop.
Recognizing such challenges faced by many MSEs, the Informal Livelihoods Advancement Activity (Iqlaa) – - funded by the United States Government and implemented by Mercy Corps and partners – - introduced a one-on-one mentorship intervention to support MSE owners.
Iqlaa developed a structured mentorship framework, a curriculum, and set of practical materials to first guide and equip mentors throughout the process. Afterward, volunteering mentors were identified through the network of business hubs established and expanded with Iqlaa’s support. As part of the framework, the mentors received tools and guidance, and hands-on training to prepare them for their role.
Once prepared, mentors were matched with MSE owners according to the needs and objectives of each business. The mentorship focused on helping business owners work through their specific challenges, explore possible solutions, and apply relevant knowledge to their work.
The mentors within this mentorship initiative work alongside business owners to listen, ask the right questions, help them think through their challenges, and explore possible solutions.
The mentorship service by Iqlaa covers areas including business planning, product development, financial management, marketing, and digital selling, among other topics that MSEs like Areej’s face issues with.
“I always thought my products were mainly for winter, so I never thought about the possibility to sell anything during summer. I felt like my business had to slow down during other seasons. However, my mentor helped me see that I could keep my business going all year long, which gave me a new sense of confidence to further grow it,” says Areej Malkawi.
For Areej, this is where things began to change. With her mentor’s guidance, she introduced a new burlap-thread product, expanding Magic Loops beyond winter-focused items, creating an opportunity to sell during the summer.
She also identified new places to reach customers and began using a simple costing tool to track her expenses. Together, the mentor and Areej identified priority business challenges and developed a tailored plan for three months of support.
The mentorship model was designed from the outset with the Jordanian context in mind, with a focus on making it practical and accessible for other local organizations to adopt and deliver.
The Business Hubs in Marka and Jerash - originally established through Iqlaa’s support - were actively involved throughout the intervention, developing their capacity to prepare and support mentors in delivering mentorship to MSEs through face-to-face and online meetings. This locally rooted model helps lay the groundwork for continued support to MSEs beyond Iqlaa.
Areej’s experience reflects the journey of many MSE owners supported through Iqlaa’s mentorship intervention. To date, 39 MSE owners have received one-on-one mentorship through the first cohort. By the end of Iqlaa, the intervention aims to reach 182 MSEs through a network of 50 trained mentors with solid skills to respond to a range of business needs.