The Casablanca-Settat Regional Council and the Association of Women Business Leaders of Morocco (AFEM) signed a letter of intent last Friday to support the “She Start” and “She Digital” initiatives, two components of the “She Impulse” program launched by AFEM. This partnership aims to boost female entrepreneurship by implementing concrete measures to strengthen the competitiveness of small and very small businesses run by women.
The agreement was signed as part of the presentation of AFEM’s new 2025-2026 strategic roadmap, a program placed under the sign of “She Impulse: Creator of values”. The latter is part of the Casablanca-Settat Regional Development Plan (PDR), particularly in the “Business, Innovation and Employment” axis, in line with the objective of promoting an environment conducive to female entrepreneurship.
The “She Impulse” program, supported by several key partners such as the Ministry of Industry and Commerce, the Casablanca-Settat Region, the European Bank for Reconstruction and Development (EBRD), TamwilCom, CIH Bank and the Moroccan Office of Industrial and Commercial Property (OMPIC), sets itself an ambitious objective: to strengthen the role of women entrepreneurs in the creation of economic and social value in Morocco.
Concretely, it emphasizes the promotion of innovation, the digitalization of businesses, the integration of sustainable practices and the opening of international markets. It also plans to strengthen capacity for access to financing and promote the regionalization of women’s entrepreneurship.
Abdellatif Maazouz, president of the Council of the Casablanca-Settat region, underlined the importance of this partnership for the region. “This agreement is part of our regional development approach, with a particular focus on the economic integration of women entrepreneurs,” he declared.
He added that “This agreement marks a new step forward in supporting female entrepreneurship in the Casablanca-Settat region. The “She Start” and “She Digital” programs will offer women entrepreneurs specialized training, personalized support, as well as access to technological resources and tools to help them develop innovative and competitive businesses.”
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The objective of this meeting is to launch an ambitious program for female entrepreneurship, in perfect coherence with the Regional Development Plan, added Mr. Maazouz. This program aims to economically integrate women, particularly through entrepreneurship.
During her presentation, Leila Doukali, president of AFEM, highlighted the association’s roadmap for 2025-2026, which is based on five strategic axes: digital (“She Digital”), the environment (“She Green”), apprenticeship (“She Learn”), the integration of women in industry (“She Industriel”) and support for business creation (“She Start”).
“The partnership with the Casablanca-Settat region constitutes valuable support for women entrepreneurs,” she underlined, specifying that it will make it possible to strengthen the “She Start” and “She Digital” programs, and thus to support a greater number of women in the creation and management of innovative and sustainable businesses.
This partnership aims to create an ecosystem favorable to female entrepreneurship, by encouraging local initiatives and contributing to the economic development of the Casablanca-Settat region. The program, as well as the various partnerships signed, is part of the desire to transform the Moroccan entrepreneurial ecosystem, by promoting excellence, innovation and the inclusion of women in strategic sectors of the economy, a- she noted.
Another highlight of the ceremony was the signing of an agreement between AFEM and the Moroccan Office of Industrial and Commercial Property (OMPIC), aimed at supporting young female entrepreneurs. This partnership provides support for business and startup creation initiatives, facilitating access to industrial property and offering resources for the creation and growth of innovative businesses.
