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This study explores the early stages of the female entrepreneurial process from conception to venture start up. Seventy-eight female entrepreneurs’ stories, published on the Flying Goose Program website, were collected and analyzed by content. Engaged in different industries, they are mostly small- and medium-sized enterprises or micro-enterprises in personal service industry. The results describe the women entrepreneur as: middle-aged, married, college degree, with work experience, no management experience, no financial backup, mostly in traditionally personal service industry. In addition to their dreams, interests, and specific skills and knowledge, these women have a desire to solve life problems or assist disadvantaged groups in society. When they have an entrepreneurial idea, they are likely to share it with and receive approval and affirmation from their families—particularly their husbands. Government assistance is a major factor affecting their venture start up decision making. They access related business knowledge from training courses. Practical and policy implications for female entrepreneurship are provided. To cite this document: Ting-Ling Lin, Tzu-Ying Lu, Mei-Chen Hsieh, Heng-Yih Liu, "From Conception to Start-Up: Who and What Affect Female Entrepreneurship", Contemporary Management Research, Vol.14, No.4, pp. 253-276, 2018. Permanent link to this document: http://dx.doi.org/10.7903/cmr.17957