Since the early 1990s, increasing attention has been afforded to the influence of gender upon entrepreneurship. Despite growing complexity, the focus and direction of this maturing strand of research adopts some troubling assumptions in that gendered analyses draw almost exclusively upon women as their unit of analysis. Moreover, there is an assumption of an exclusive heteronormative binary. Thus, heterosexual women have become synonymous with the gendered subject and moreover, are universally categorised through the metonymy of the ‘female entrepreneur’ who sits as ‘other’ to the normative and so unlabelled, heterosexual male entrepreneur. As such, it is somewhat paradoxical that a critique developed to expose gender bias is potentially promoting it by designating heterosexual women as the embodiment of the gendered subject.