Please help me to answer this question, What factors (PULL AND PUSH FACTORS FOR ENTREPRENEURSHIP MOTIVATION) that might have motivated Ruth and Edzani to focus on smart shoes as their entrepreneurial opportunity on this case study.

In the challenging economic landscape of South Africa, Ruth and Edzani, two ambitious students, found themselves at a crossroads during their final year at university. Faced with the looming specter of unemployment, they decided to dive into entrepreneurship, harnessing their shared passion for technology and fashion. This decision marked the beginning of their smart shoe venturea unique fusion of technology and style that would soon make waves in the South African market.

Both immersed in information technology studies, Ruth and Edzani discovered a common fervor for smart shoes during their academic journey. In a country grappling with high unemployment rates, they sought ways to bridge the gap between their academic skills and the entrepreneurial realm. Motivated by their profound fascination with technology and an acute awareness of market trends in wearable tech, the duo identified an innovative business opportunity in the burgeoning world of smart shoes.

Facing societal expectations, particularly from family and friends, Ruth and Edzani felt the weight of expectations within the unique South African context. These external pressures played a significant role in shaping their entrepreneurial aspirations. Undeterred, they harnessed these expectations to fuel their determination in navigating the intricate challenges of entering the competitive smart shoe market, where technological complexities and competition awaited.

Encouraged by an entrepreneurial ecosystem in South Africa that provided support through various channels, Ruth and Edzani embraced the challenging yet promising path of establishing a smart shoe business. Their attitude toward technology and innovation emerged as a guiding force, influencing their decision to channel their

efforts into the creation of a product that seamlessly merged fashion with functionality.

As with many startups, financial support emerged as a formidable obstacle for Ruth and Edzani. This challenge spurred meticulous planning and execution in every aspect of their smart shoe venture. The duo's approach to market research and innovation became pivotal, enabling them to navigate the competitive landscape and address the specific demands of the South African market.

Ruth and Edzani's commitment to innovation played a central role in the development and promotion of their smart shoe product. They recognized the importance of staying abreast of technological advancements and consumer preferences. This dedication to understanding the market dynamics allowed them to tailor their product to the specific needs and tastes of the South African consumer, establishing a niche within the broader smart shoe market.

The success and growth of Ruth and Edzani's venture were intricately tied to socio-economic factors prevalent in the South African landscape. Consumer purchasing power and the overall economic stability of the region played pivotal roles in determining the trajectory of their business. This intersection of entrepreneurial prowess and external economic conditions highlights the delicate dance that entrepreneurs must master to thrive in dynamic markets.

The entrepreneurial journey of Ruth and Edzani stands as a testament to the fusion of passion, innovation, and resilience within the unique context of South Africa. From their roots in IT studies to the creation of a groundbreaking smart shoe product, their narrative offers valuable insights for aspiring entrepreneurs navigating the challenges of the South African business landscape. Ruth and Edzani's story serve as both inspiration and a practical guide, illustrating the transformative power of entrepreneurship in the face of economic adversity.