Home-based business lifecycle for the development of B40 women entrepreneurs

Purpose This paper aims to address the challenges faced by B40 women entrepreneurs in Malaysia, particularly those engaged in home-based businesses (HBBs), by proposing a holistic HBB lifecycle model tailored to the needs of B40 women entrepreneurs and discussing how the integration of decision support systems as tools for personalized decision-making can help. Design/methodology/approach The proposed HBB lifecycle model is constructed through a meticulous review of relevant literature, specifically focusing on the B40 demographic. The model is validated through six Focus Group Discussions (FGDs): one involving ten business experts and trainers and the other five engaging a total of 61 HBB women owners to assess the practicality of the identified stages. Findings Results validate the dynamic eight-stage lifecycle model, with entrepreneurs moving non-linearly between stages. All participants experienced the initial three stages (enculturation, pre-startup, startup), with 90.16% reaching growth, 72.13% experiencing stagnation, and 62.29% facing decline. Approximately 90% oscillated between decline and growth at least once, confirming the model’s cyclical nature. Many B40 women simultaneously manage multiple businesses (54.04%) as an adaptive strategy. Practical implications The model provides frameworks for policymakers, enabling targeted interventions at critical business stages and personalized approaches addressing specific challenges. Integration of decision support tools offers stage-appropriate guidance for resource allocation, business planning, and strategic pivoting. Originality/value This research contributes to the existing literature by proposing a comprehensive HBB lifecycle model for B40 women entrepreneurs. It introduces digital platforms and decision support systems to overcome traditional barriers and enable sustainable entrepreneurship in this demographic.