Purpose of the study: The purpose of this paper was to explore motivational factors considered during the start-up of female-owned mid-scale enterprises in Africa and how these translate into growth.Design/methodology/approach: A qualitative research approach was adopted that integrated existing literature with data from semi-structured interviews with three female entrepreneurs from Kenya, Uganda and Tanzania using a purposive and judgemental sampling technique.Findings: Six major thematic areas, embedded in the motives for start-up and subsequent growth of femaleowned mid-scale enterprises, were generated. These include being exposed early to the business, the livelihood aspect, the importance of passion, embracing the larger picture, the element of ambition and the presence of critical role models. All of these themes seem to have played a role in enhancing successful female entrepreneurship during business start-up and subsequent growth-related decision-making.Recommendations/value: The paper contributes by providing some insights into the motives of African female entrepreneurs who upscaled and grew their businesses. Emerging female entrepreneurs in Africa striving to start up a business can learn from the success stories of these African female entrepreneurs.Managerial implications: Emerging female business owners are urged to consider some of the fundamental motives for starting up a business and how it translated into drive, dedication and determination to grow and upscale their businesses.