Studies of the relationship between gender and entrepreneurship have shown that gender plays a significant role in the decision to start a new business. Inter-gender differences in the cognitive processes used in considering new ventures should have different effects on the perceived likelihood of new venture success. The findings of this study suggest that women use certain cognitive processes in the development of new venture plans that have been “hiding” from the literature and that researchers need to focus on the abilities that women – rather than researchers – find relevant.