'Poverty is humiliating': How one woman is restoring dignity through enterprise

The first thing you notice about Frida Owinga is not her impressive list of titles or the thousands of businesses she's transformed – it's how she speaks about unemployment with such personal understanding that anyone who's ever struggled to find work would instantly relate.

"I would often have people asking me for jobs I couldn't offer," she shares, recounting a frustration familiar to many Kenyans who've had to turn away qualified friends and family seeking employment.

"Many were educated, but they lacked the tools to apply their skills or create work for themselves. I realised I could help them identify their passions and turn them into viable income-generating ventures."

Her mission became crystal clear: empower people to discover their passions, turn them into businesses, and solve local problems while earning a living. PassionProfit became the vehicle for this vision, transforming from a moment of frustration into a platform that helps people create their own opportunities. For Frida, the most rewarding part is seeing people apply their education and innate talents to not only overcome poverty but also reclaim their dignity.

At 58, Frida juggles multiple roles that would exhaust most people – she's founder of PassionProfit, leader of the SME Founders Association (SFA), and regional director for Africa at WEConnect International. Yet when asked about work-life balance, her answer brings a refreshing perspective to a struggle many working Kenyans face. She laughs, then explains, "I don't really see it as balancing. I integrate life and work. I focus on results that matter in both spheres."

Through PassionProfit, she's built an organisation dedicated to transformative leadership and enterprise development, focused on creating sustainable job opportunities. The platform empowers individuals and organisations to craft impactful value propositions that drive community transformation, turning job seekers into job creators across Kenya.

Like many Kenyans who've studied abroad, Frida returned from Regent University in Virginia, USA, armed with knowledge in organisational leadership and management – only to face the stark realities of starting a business back home.

"Studying entrepreneurship abroad exposed me to a different business environment," she recalls.

"However, starting a business in Kenya was complex because of limited access to credit and support structures. While abroad, you could use a credit card to start a business if you had good credit, but here, it wasn't that easy."

Her story mirrors that of countless Kenyan graduates who return home full of dreams but must navigate a complex business environment.

"I adapted my business model to fit the local context," she says.

She bootstrapped her ventures, turned to friends and family for initial funding, and learned the hard way about business registration. "You don't always get the luxury of ideal conditions, but you can make it work with the right mind-set."

"Poverty is humiliating," she states, giving voice to an experience many know too well. "Helping someone overcome that is deeply fulfilling. It's not just about making money—it's about restoring hope."

As PassionProfit grew, she faced a challenge many social entrepreneurs would recognise – her target audience couldn't afford her services. Rather than give up, she adapted, seeking partnerships with corporates and development partners.

"In doing so, I learned valuable lessons on how to scale impact while ensuring sustainability," she reflects. These partnerships became crucial in extending her reach to those who needed her services most.

This adaptation led to the creation of the SME Founders Association in 2015, aimed at addressing the unique challenges faced by small and medium-sized enterprises in Africa. Through the SFA, she has empowered more than 12,000 entrepreneurs by equipping them with essential tools and networks for success, proving that with the right support, local businesses can thrive.

"We offer entrepreneurs the Grow, Scale and Thrive Toolkit," she explains, "designed to help them evaluate their progress and determine the right steps for business growth." The initiative connects entrepreneurs to five vibrant communities, each focusing on different aspects of business development – from market access to financial management – expanding their networks and fostering collaboration, mentorship, and fresh opportunities.

Her impact reaches people in unexpected ways. "I used to get invites to speak and give advice on entrepreneurship where people still tell me how they listened to me on their way to work, and how they applied the principles I shared to improve their lives," she shares. "It's not just about the big, flashy successes; it's about the quiet, everyday changes people make in their lives." These radio appearances have become a powerful tool for reaching aspiring entrepreneurs across the country.

Today, as regional director for Africa at WEConnect International, she leads initiatives that train, certify, and connect women-owned businesses with corporate buyers in more than 130 countries. This role allows her to facilitate access to the global marketplace, creating unprecedented opportunities for African women entrepreneurs to scale their businesses internationally.

"Impactful leadership is about influencing and inspiring others to take actions that benefit both themselves and their communities," she explains.

Her style is particularly suited for "self-driven achievers," as she puts it – "it's about pushing them to rise to their potential." This approach has proven effective in nurturing entrepreneurial talent across diverse sectors.

When discussing women in business, Frida speaks with both hope and pragmatism, addressing challenges many female entrepreneurs face daily.

"Women are increasingly taking the lead in business," she observes, "but there's still much to be done. The most critical change has to start with the women themselves. A woman's mind-set and approach to business significantly influence her growth and scalability."

Through her work at PassionProfit, SFA, and WEConnect International, she continues to create platforms where women can collaborate and learn from each other. Her commitment to mentorship reflects her belief that proper guidance can transform not just businesses, but entire communities. Throughout her career, she has witnessed first-hand how this approach creates lasting change in Kenya's business landscape.

Her message to those struggling to start or grow their businesses comes from years of seeing both success and failure: "Those of us who have been enlightened must reach out to uplift others."

It's a reminder that in Kenya's entrepreneurship journey, nobody succeeds alone – a principle that has guided Frida's mission to transform frustration into opportunity for thousands of aspiring entrepreneurs.

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