Dr Doyin Olorunfemi is passionate about micro businesses and SMEs, and keen on knowledge transfer projects that enable MSMEs adopt technology in cost effective ways. As a past business owner, she understands the importance of strategy and innovation in ensuring competitive advantage, so she actively creates tools to upskill MSMEs in these areas. Her research explores practice (especially selling) as a trigger of entrepreneurial learning and behaviour. Findings from her research suggest that practice-based approaches, like selling, foster entrepreneurial learning and development of entrepreneurial self-efficacy. Therefore, in educating students on entrepreneurship, she incorporates practice elements and use cases to nexus theory and practice. As an educator, she employs a practice-led approach, exploring the intersections of practice and theory, to deliver engaging, experiential learning sessions that translate to optimal student experience. This is useful in her role as an ACEE (Academic Champion for embedding Employability & Enterprise) because students simultaneously learn theoretical concepts interwoven with real life applicability. Her current research interest is on the intersections of entrepreneurship (including spirituality), and how MSMEs adapt sustainability mindset principles.