Through our study, we were able to identify the most prominent pressures and fears felt by entrepreneurs and their families and friends. For example, families were less likely to marry their daughters to entrepreneurs, viewed as having an unstable profession; parents were worried about whether their children would succeed due to the limited financial support available; and entrepreneurs were fearful of failure, generally considered unacceptable in Saudi society. Due to such concerns, many entrepreneurs continued working at their places of employment. At the same time, despite the challenges, it was inspiring to see the support that some entrepreneurs had, particularly female entrepreneurs. These women defied norms and achieved what was thought impossible. An illiterate woman from southern Saudi Arabia who we spoke to had a passion for woodwork. She refused to give up on this passion and, with the support of her family, began a not-for-profit carpentry business, the proceeds of which were used to teach woodworking skills to other women in her city. In this way, she began a movement, for which she was recognized with an international award.

Our study showed that Saudis are highly entrepreneurial. This was  particularly true in smaller cities where the job market is less developed. The influence of an entrepreneur’s environment and their social circle was also very clear; for instance, friends may help sway the parents’ opinions in favor of the entrepreneur’s dreams. Potential entrepreneurs also stand to benefit greatly from the experiences of those who have succeeded before them in their region.Studies like this one are an essential part of identifying obstacles. They provide guidance in terms of the environment that needs to be developed and the investment opportunities that need to be cultivated for entrepreneurship to flourish in the country, capitalizing on the passion for entrepreneurship that already exists.