The 2030-UP! project is based on the United Nation's 2030 Sustainable Development goals. Specifically goal 5, which looks to "achieve gender equality and empower all women and girls", and goal 8, which aims to "promote sustained, inclusive and sustainable economic growth, full and productive". 2030-UP! addresses these two goals by providing a platform, with which South African female entrepreneurs can develop their business, share opportunities, and flag systemic industry problems in a safe and constructive manner.
A central component of the project is the development of a bespoke social-networking application. The design of this application is based on a hybrid service design and design thinking methodology, which is graphically represented in the figure above. It takes the entrepreneur through a stepped program focusing on areas such as identifying the correct business model, ideating and prototyping new ideas, showcasing and testing ideas with the public, and ultimately aggregating evidence to critically develop the female entrepreneurs sector in South Africa.
The 2030-UP! project differs from conventional social-network platforms, in that it is designed around the sensitivities of the entrepreneur. Information is not generated and shared by anonymous profiles, but rather, vetted individuals who operate in real-world economies. This dynamic approach requires the appreciation and balancing of cultures of networking and emerging South African legislation, such as the Protection of Personal Information (PoPI).