According to Ruka, passion alone will not sustain a business owner on their entrepreneurial journey. One needs strong knowledge and understanding of the marketplace in their sphere of work, as well as a deep appreciation of what that marketplace needs for them to operate successfully and sustainably in the medium to long term. For the entrepreneur, mastering the marketplace is vital for going the long haul in business. 

Ruka also engaged participants on the tenets of the marketplace – from having a strong compelling business vision and purpose, to successfully and deliberating identifying preferred clientele, delivering a responsive branding, marketing, and communications framework that is responsive to the needs, wants and expectations of that niche clientele, to choosing and leading a team whose values are aligned to that of the business and to that of the target clientele.  

The second session of the masterclass, led by Leticia Browne, focused on elevating investment readiness. She explored ways to properly plan and package businesses to potential financiers in a manner that will attract the right type of investments, to grow and sustain the lifespan of an enterprise. She also spoke extensively about the challenges women face in business such as imposter syndrome and recommended countering feelings of incompetence and negativity with intentional words of affirmation and positivity.