Womens Era Archives

Rasha Abusaif : Top 10 Inspiring Business Leaders in MENA 2022

People working with Rasha recognize her by her “persistent focus on quality and efficiency combined with a genuine concern and commitment for all who work with her.” These attributes have been the characteristics of Rasha Abusaif’s career. Representing true Jordanian entrepreneurship whose success in the ICT sector; Ms. AbuSaif is a well-rounded business leader equipped and driven to turn challenges into opportunities.

A crucial bit of advice I give people when they ask how to bounce back from failure is to always stay focused and mission aligned.

The pandemic accelerated the speed of technological change and, in turn, showed us that the capacity to be dynamic, agile, and ready to change direction at a moment’s sight will be more important than ever. Indeed, the companies that succeeded during this time were the ones that aligned their strategies with these three essentials.

Being a C-level expert, or having any stake in the business world, means you must be prepared to take risks. As Garry Kasparov, the great chess champion, once said, “If you don’t take risks, you don’t drink champagne.”

Since then, that was the philosophy I’ve adopted throughout my entrepreneurial journey, and it’s what’s enabled me to be dynamic- the essence of which lies in always looking forward, not back. I always say never be completely satisfied because this can quickly evolve into complacency, and complacency is the death rattle for any business.

Through the combination of my passion for technology and vision, I was able to grow different international, local, and startup companies not only by size, geographic representation, and revenue, but also in technological innovation and in the application of technology in various fields. Some of my successful journey in innovations included the development of the Arabic artificial intelligence parser and the creation of an electronic data interchange solution, implemented in many large European institutions, in addition to market one of the top education solutions, EduWave®, which currently holds the largest base of countrywide deployments and users worldwide.

“I believe that information professionals need to navigate these ethical issues effectively because they are likely to use AI in delivering services as well as contribute to the adoption of AI more widely in their organizations. In this context, I always attend podcasts and AI global and local events and podcasts to empower using AI semantic solutions that embrace CX.”

When an AI solution can switch between languages, this can answer any user inquiry and keep the customer engaged. A full-fledged AI Arabic robotic solution will be able to answer millions of requests in real-time with zero downtime. Also, understanding Arabic dialects will create a semantic automation to users’ requests and, eventually, will lead to the end of a successful request -whether this request is conversational or transactional. This will lead to creating success factors in enterprises or SMEs- including but not limited to:

Increase Customer Satisfaction.
Improve Sales and Leads
Decrease Complaints and obtain more Customer Loyalty
Boost Real Data (Historical Data) to understand customer behaviors
Accomplish Intelligent reports and dashboards to analyze users’ UI/UX to come up with better enhancements in the proposed solution.

“A major roadblock standing in the way of the rapid uptake of AI technology is a lack of trust in AI solutions,
which often operate in black boxes. In the MENA region, AI designed to acknowledge this fact is essential to
improving human comfortability with these solutions to automate customers’ requests in Arabic within multiple
dialects. Through better communication, collaboration, and enhanced processes, artificial intelligence will help
decision-makers act quickly when encountering unexpected situations.”

Education is essential to grow, thus I always believe in work experience yet, obtaining professional certificates to lead by example. In 2002, I received my bachelor’s degree in engineering with a specialization in architecture from the University of Jordan. However, my passion for education never stopped, and I continued my studies and obtained a professional certificate in marketing as a Professional Certified Marketer (PCM®) from the American Marketing Association (AMA). In 2019, I also obtained an advanced diploma certificate in Business Administration from Cambridge College, UK. Lately, I am joining Harvard Business Online to achieve a strategy implementation certificate.

With more than twenty years of experience in different companies in Fintech, Edutech, Healthtech, AI solutions ,and IT companies, and as an expert in the fields of Business and Partnership Development, including strategy implementation, marketing and communications, public relations management, projects planning and management, budgeting and commercial modeling, events, campaigns planning, customer experience (CX), and business growth, I was able to motivate cross-functional teams to be more efficient toward providing state-of-the-art solutions that generate more revenues and increase MENA outreach. Thus, I manage, lead, direct, and oversee the activities and operations of the business with excellent client relationship management to maintain a great customer experience impact.

Through joining FINCA in 2014, an international microfinance company located in 22 subsidiaries, I accomplished many assignments and target sets for the business through handling multiple tasks simultaneously and managing successful solution implementations in market intelligence functions, new procedures, and research, accomplishing over-indebtedness analysis, and client satisfaction surveys. Moreover, I was nominated as the top leader in all FINCA international organizations for leading CX from the inside-out and inspiring the team to achieve a growth of 35% by the end of 2016.

Naturally, moving from country to another, I learned to adapt, to appreciate not only the differences between cultures, but also the similarities between them. Above all, I learned to empathically listen to the words said by others. These invaluable skills I picked up, combined with my global experience, provided me with the perfect preparation for an entrepreneur in today’s fast-globalizing world.

In 2020, I joined WideBot , a startup company founded in 2016 and MENA’s No. 1 Arabic NLP cognitive AI business communications solutions provider, as Head of Business and Partnership, who was responsible for planning, developing, and implementing WideBot business strategies and MENA market growth. After a successful year of business growth, I was promoted to lead the company as WideBot Managing Director by offering quality end-to-end Arabic AI solutions and services worldwide. Rasha is also responsible for all development, communication, and physical facilities, leading the effort to enhance WideBot brand and increase its revenue in the MENA region.

WideBot is an intersection between scalable AI cognitive services and a customer experience (CX) platform. Founded in 2016, WideBot embraces building Arabic-focused AI solutions in the MENA region with the mission to empower businesses through AI-powered solutions that chat like human beings, so they can build strong relationships with their customers and maximize their outcomes through a seamless personalized experience.

“As Managing Director, I am glad to be engaged in supporting prospects towards using Arabic NLP AI solutions to increase customer experience (CX) and automate services seamlessly.“

Romina Guglielmetti: Innovative Businesswoman, Administering Success in Corporate and Commercial Law with Starclex

Revolutionary indeed, both Romina Guglielmetti and her venture, Starclex, continue to set the pace in the legal industry while breaking new ground and innovating world-class solutions.

Today, Starclex holds a significant position in the market as a name associated with a company offering excellent service in all areas of business and commercial law. The Starclex team, which consists of knowledgeable professionals from various industry sectors with a strong international background and exceptional skills, continues to put in the effort and make a name for itself in the sector by providing support that is supported by its extensive industry knowledge, which is well-known in the Italian and international business community.

Headquartered in Lombardia, Italy, and under the supervision of Romina Guglielmetti, who founded the company in 2013, Starclex specialises in providing ordinary and exceptional support to listed and non-listed companies in the fields of corporate and commercial law, corporate governance and compliance, banking and financial law, internet law, intellectual property, and innovative start-ups and SMEs. Emerging in the legal space, Romina Guglielmetti’s privately owned law firm has been dealing with complex issues every day, developing innovative solutions to meet the needs of the customers.

The visionary leader

Romina Guglielmetti, Founding Partner of Starclex, is a lawyer with expertise in corporate governance, corporate law, banking, and capital markets law. In addition to lecturing in university courses and master’s programmes with a corporate governance focus, she has developed substantial competence in advising listed and private organisations in several business sectors. She was a founder member of Starclex in 2013, and from 2007 to 2013 she served as a partner at Studio Santa Maria; from 2000 to 2004 she was a senior associate at Studio Legale Bonelli Erede Pappalardo (now BE); and from 2004 to 2007 she was of counsel at Studio Notarile Marchetti.

The inspiring lady was also involved in the corporate governance of financial institutions, listed companies, and state-controlled businesses, with a focus on control systems (at the individual and group level), succession plans, related party transactions, and the appropriateness of the composition and operation of boards of directors.

Sharing more about her persona and goals, the magnificent woman asserted, “I would like to be remembered for professionalism and competence, together with the capability to assist clients in complex operations (M&A, IPOs, takeover bids), or in delicate corporate governance issues. “I would like to be remembered for the capacity to combine, with a tailormade approach, the experience I got in the professional and academic field with the experience I gained as a board of directors and control member of primary listed companies, operating in different sectors (e.g., Enel, Italgas, MPS, Tod’s, Compass Banca, ITA Airways, Fondazione Milano-Cortina 2026, Pininfarina, Dea Capital Investment Funds SGR, etc.).”

The Exclusive Service Portfolio of Starclex

The young and dynamic law firm, with high technical skills and united by a deep passion for their work and for legal Starclex, deal with complex issues every day, developing innovative solutions to meet the needs of the customers on the following issues:

Ordinary corporate matters: helping boards and other company functions with governance issues, compliance and control systems, and developing, analysing, and restating bylaws, internal policies, and regulations (such as compliance, control, and internal dealing procedures, ethical codes, and the structuring and functions of board committees).

They support publicly traded businesses with regard to the legal and compliance aspects of their interactions with shareholders and regulatory bodies, with a focus on the accuracy, completeness, and coherence of their communications to the market and to oversight bodies. In dealing with the Bank of Italy and Consob (in relation to extraordinary corporate operations, regulatory penalties, etc.), structuring their control and governance procedures, dealing with fit and proper tests, and board evaluation processes, they support businesses and financial intermediaries.

Starclex specialises in assisting governance bodies with planning and recording meetings, providing legal advice, and, more broadly, advising businesses on difficult corporate decisions (public market transactions, situations involving conflicts of interest, transactions involving correlated parties, etc.); extraordinary corporate matters: advising companies and financial intermediaries on complex extraordinary transactions such as IPOs, tender offers, M&A, spin-offs, and demergers.

The Strong Clientele

The clientele that can benefit from Starclex’s service includes Italian and internationally listed companies as well as private firms in every phase of their companies’ lives. Additionally, Starclex offers legal assistance to businesses, banks, financial organisations, and groups during board and shareholder meeting activities. This assistance extends even to businesses with control system profiles.

In fact, Starclex’s goal in assisting clients is to foster a cultural evolution so that the obligations imposed by industry regulations are not perceived as mere bureaucratic burdens but rather as tools for creating value for the company and all its stakeholders. The company helps businesses both before and after they list, offering a variety of qualified services spanning from daily assistance to the organisation of board and shareholder meeting proceedings, from extraordinary transactions to relations with the authorities and the market.

Standing at a Distinctive Stance in the Legal World

With years of expertise in intricate, global operations and a thorough understanding of the Italian market, Starclex is a dynamic reality that can provide its clientele with a flexible, constantly-evolving approach. Starclex works in full judge independence to provide clients independent assistance and supplies finalised consulting services to the client’s objects and needs. Associated with in-depth knowledge of the issuer and its management, this perspective allows the team to be ready and effective in assisting the client in ordinary activities, in structured capital transactions, or in the acquisition of complementary third-party companies that are strategic to the growth path. Several businesses have asked for the continuation of the collaboration relationship with our company, in part due to the strong bond of confidence that has been established.

The Latest Tech Evolutions

Starclex is adapting to the changes in its market sector, which is distinguished by a significant amount of competition, by investing in young, motivated personnel, valuing unique attitudes and competencies, and enhancing the client’s approach in terms of professionalism, service accuracy, dedication, costs, and the sensitivity of new technologies.

Talents and diversity Valorization, flexibility, and digitalization are aspects that have an impact on the sustainability of legal firms, and Starclex, although a specialised boutique, is spotting emerging needs in the legal consulting sector that may be of interest to its clients even in the future.

Overcoming the Hurdles

Along the Way The major challenge to face has been to establish itself on the market. Starclex is a young company that was founded by my partner Carlo Riganti and Romina when they were only thirty and forty years old, respectively. As a result, it took a lot of energy to gain the trust of clients, expand the network, and be able to generate the money needed to invest in structures and sources quickly. Being a woman was initially a possible disadvantage, but this has been greatly overcome.

Future Outlook

When questioned about her future ambitions, Romina stated, “In the coming years, I will see myself committed to consolidating and further enhancing our outcomes, both in terms of business and in terms of developing the firm’s structure, confronting more worldwide perspectives.”

“From a personal standpoint, I wish to make up for my family’s tolerance by giving it more time. They have always supported me in my decisions. I have always been fascinated by the idea of striking the appropriate balance between work and family, and I have never done so unless it was absolutely necessary.

Jennifer Marcus: Assisting Small Business Owners to Operate their Businesses in the Most Cost Effective Way

Jennifer Marcus is a highly sought-after entrepreneur, youth keynote speaker, and empowerment coach. After earning her master’s degree in Accounting and Finance with honors, Human Resources Management, and MBA from Keller Graduate School of Management, she went on to work for a couple of accounting firms before establishing Marpalms in 2016. In addition to owning Marpalms LLC, Jennifer is also the CFO of Tour Décor and co-owner of Beau Diamante LLC, CEO and President of You Can be You, Owner of Jepriv Fashion, Paint Me Sassy, One Winged Incorporated, Marcus Brands Incorporated, One Winged Steel, One Winged Studios, One Winged Speaking, One Winged Literature, One Winged Presentations, Jennifer Marcus LLC.

Since childhood, Jennifer has tackled racism, physical and emotional abuse, and child abandonment. These life experiences eventually created expectations that nearly exceeded her abilities, such as finding employment to pay rent while being a full-time student at thirteen. Unfortunately, at this point of time, Jennifer’s mother also suffered from drug addiction and used the household’s limited income to feed her drug habit.

At fifteen, Jennifer reached a pivotal stage in her life after moving to California with a few older friends. She was then shot in a random drive-by and immediately taken to the hospital. While lying in bed, attached to several monitoring devices, Jennifer thought she deserved much better. Upon her exit from the hospital, she immediately set a course to be on the right path and got involved in sports programs, clubs, and other initiatives that helped her to use her time wisely. These decisions eventually developed her self-confidence and led to a range of achievements, including earning three master’s degrees, owning twelve successful businesses, and identifying her purpose to make an impact on youth and students internationally.

In 2016, Jennifer founded Marpalms, which has since grown into a sophisticated business providing much more than simple bookkeeping services. Proud of the educational focus of her company, Jennifer is incredibly enthusiastic about the consulting work and the relationships she builds with other individuals and organizations. Jennifer is an open book of tools and strategies which can be used to improve efficiency, be successful, and effectively empower small business owners. Jennifer’s philosophy is to offer the highest quality services at affordable pricing.

Finding Opportunities

While working for other accounting firms, Jennifer noticed that entrepreneurs and small business owners were struggling and being taken advantage of. They were being charged exorbitantly for bookkeeping and accounting, which they couldn’t afford. Although they needed the help but were spending everything they had, leaving nothing to grow their business further. So, many would go out of their businesses for lack of capital.

So, she formed Marpalms in 2016 to give those businesses a greater opportunity to grow while still receiving the needed service.

“If you’re going to live, leave a legacy. Make a mark on the world that can’t be erased”- Maya Angelou

“Marpalms is built on the philosophy that we try to start with our clients early and set the fees so that they are affordable. As the client’s company grows, the fees increase, so we grow together. Doing this leaves more money in their business and, in turn, creates a long-term partnership versus a company out of business and a client lost,”- Jennifer explained.

She also went ahead and started Jepriv fashion, offering clothing at a price that everyone could afford. Later she opened Beau Diamante, offering both fine and fashion jewelry, Paint Me Sassy carrying nail wraps and nail supplies, One Winged Studios offering a podcast studio, a video studio, and a photography studio under one roof.

When the Going Gets Tough

Jennifer feels the main challenge she has faced in the Accounting and Bookkeeping industry is not being taken seriously. Several larger firms have questioned her abilities, as her fee structure is different than others, that she loves to work with new businesses, that she does not take any of the large companies, and that she will not conform to the way that they want Jennifer to run her company. However, she prefers to operate her company in a way that can cater to those that others do not want to take care of, those that need the services the most to grow their businesses and thrive.

“If you can dream it, then you can achieve it. You will get all you want in life if you help enough other people get what they want.” – Zig Ziglar.

“Honestly, when it comes to business, I do not think that I have had many roadblocks related to being a woman. I think this is because I don’t let them bother me, and I refuse to let them deter me from helping others and staying on the path set forth,”- she said.

As we all know, the pandemic had many major effects on all businesses worldwide, and Jennifer’s businesses were no different. Her retail businesses almost completely came to a halt, and there was a massive drop in her clients, as they no longer had their businesses or could not afford services. Jennifer and her team worked with her clients in any way they could.

“Luckily, when it came to my retail businesses, I was able to ride it out and withstand. This is because years ago, I decided that when I started a business, I would ensure that I had enough money to pay for the inventory, the costs, and any other fees that are not just basic day-to-day. By doing this, I had no expenses, allowing my companies to hold tight until sales started coming in again,”- Jennifer remembered.

Future Priorities

In the future, Jennifer seeks to grow her business with the addition of the nonprofit You Can Be You, continuing to speak to business owners, entrepreneurs, and individuals to help them create and maintain their own business empires. She plans to do this through public speaking, podcasts, and educational classes. In addition to those projects, Jennifer will also continue to speak with high school students regarding the importance of choices, their ability to make decisions, and that regardless of background, where they came from, or what they have been through, they too can make choices that can set their life on the path towards the future they desire.

Advice for Future Leaders

As a serial entrepreneur, youth keynote speaker, and empowerment coach, Jennifer advises future business leaders that they should not give up. She says, “I know that it seems insignificant and redundant but never give up. No dream, no goal, no job is too small. I started out working for others now; I stand here with three master’s degrees, twelve businesses, one nonprofit, and a passion and fire not only to teach others but to ensure that they are also able to inspire and teach others.”

Towerwall: Pioneering Cyber Security Consulting

Established by Michelle Drolet, Towerwall helps its clients by providing them with continuous monitoring and protection against current and evolving cyber threats. As the industry’s leading data security preparedness partner, Towerwall’s end-to-end solutions help to bridge the gap between plan and action to ensure its clients’ security.

Michelle also co-founded the annual Information Security Summit in partnership with Mass Bay Community College, with the purpose of creating an open forum for knowledge sharing between cyber professionals, vendors, and students. Additionally, the summit also serves as a vehicle to raise funds to provide academic scholarships in the field of cybersecurity for MassBay students in their Cyber Program. Till date, more than $55,000 has been raised for scholarships. Michelle also serves on the college’s advisory board to help shape its cybersecurity curriculums.

Recently we got a chance to sit down with Michelle to learn more about Towerwall and how the cyber security company is safeguarding its clients from modern-day cyber threats.

Below are the highlights of the interview.

Please tell us about your professional journey.

Michelle: In college, I studied criminal justice, so from an early age, I’ve been interested in stopping the bad guys. In 1993 I was hired to run the US operations for an IT consulting business that was making inroads into cybersecurity. The company was acquired by a public entity, but I grew disenchanted with its direction and found a way to buy the company back. Since 1999 we’ve been offering customized cybersecurity preparedness and end-to-end solutions that bridge the gap between plan and action to ensure resiliency for organizations of all sizes.

Please throw some light on Towerwall and its services.

Michelle: Regardless of company size, almost every modern organization struggles with cybersecurity. Our clients trust Towerwall to provide them with continuous monitoring and protection against current and evolving threats. We learned early on that there is no single piece of technology or system that will keep any organization completely secure. There is no “one-size-fits-all” solution. That’s why Towerwall developed an operational security approach that distinguishes our services in the market. A methodology that is not only consistent, repeatable, and measurable but also flexible enough to adapt to the changing threat landscape. We call this customizable approach the “7 Dimensions of Cybersecurity,” which all organizations, regardless of industry or security maturity, should adopt to establish a multi-dimensional, multi-layered, proactive security defense.

Services include establishing a program and developing policies, conducting security audits and risk assessments, threat detection and response, guidance on abiding by compliance and regulations, penetration testing, vulnerability scanning, vendor questionnaires, employee awareness training, and many other security services. Our customer engagements last for several years, and these include Foundation Medicine, Middlesex Savings Bank, Dean College, Milford Regional Medical Center, Perkin Elmer, and local SMBs.

What are the primary challenges of the industry?

Michelle: The primary challenge facing our cybersecurity industry has really been about the glaring shortage of professionals who are well-versed in security, risk management, and compliance. To meet this high demand for skilled talent, Towerwall launched an innovative service called virtual CISO — a personal service to take on the responsibilities and duties associated with the Chief Information Security Officer (vCISO), the virtual Data Protection Officer (vDPO), and the virtual Chief Privacy Officer (vCPO). These roles are brought in-house for client engagements on a fractional or interim basis. These fractional services roles also act as a huge competitive differentiator and advantage.

How is Towerwall disrupting the entire industry for the better?

Michelle: Cybersecurity is multi-dimensional. Organizations need a partner who can deliver a coordinated end-to-end solution response. We like to guide our clients through all the phases of cybersecurity. That’s why we developed a unique security approach (the “7 Dimensions of Cybersecurity”) that is not only consistent, repeatable, and measurable but flexible enough to adapt to the changing threat landscape. As a market leader, our content marketing focuses on sharing the latest in active threats, vulnerabilities, and tactical steps our clients can take. Each month we hold webinars and in-person events to keep our clients and prospects informed and engaged.

Please explain the effect of the pandemic on Towerwall. How did you overcome it?

Michelle: Because we are a security tech company, most of our staff were already working remotely, having been set up with secure VPN connections long ago, ensuring business continuity in the face of the pandemic. We were fortunate to have hired people who are truly self-motivated. Also fortunate to have had 70% of our staff working remotely before Covid hit. We didn’t miss a beat. Today we support a hybrid work week with limited staff who do come into the office. This is what we believe creates a proactive, positive corporate culture that make our team deliver to the fullest.

What are your priorities for 2023?

Michelle: Towerwall plans to continue to grow and expand both our customer base and consultants globally. Our business model is all about partnerships. Recently we forged new vendor partnerships with Pentera and CyberSaint (adding them to our stable of 50-plus cyber-tech partners) to help our customers manage their cybersecurity programs as well as assist our consultants when conducting risk assessments. Other partners include Alert Logic, Varonis, LogRhythm, KnowBe4, Tenable, Sophos, and many other recognized brands.

Give us a piece of advice that you would share with entrepreneurs just starting out.

Michelle: For young entrepreneurs just starting out, it’s important to state your values clearly and upfront. We believe in finding the right balance between work and family. Our values are about having focus, determination, and compassion. We all face challenges in our personal and business life, but the ability to persevere is the difference between success and failure. Particularly in business, nothing is more important than solving your customer’s needs. We often compete and win against larger players because our team has a ‘run through the wall’ attitude. Make teamwork a priority.

Melanie Kossan: Cultivating Happier and Healthier Souls through Natural Remedies

A lifelong entrepreneur, natural wellness Aadvocate, leader, mother, and innovator, Melanie Kossan is a woman of many virtues.

Professing the significance of self-care, she knew a little about CBD and dove into research further to benefit the community in that area. “If you don’t see a clear path for what you want, sometimes you have to make it yourself”, Mindy Kaling said, and Melanie Kossan perfectly fit in this picture.

The aspiring woman leader has always loved learning, but she has never been able to focus long enough to attend college or acquire a degree beyond high school. She asked questions, read, and listened to podcasts and audiobooks.

Her Initial Journey to Start Mtn Mama, LLC

With a supportive family and her zeal to make an impact, Melanie took to building the foundation of Mtn Mama.

The company manufactures all the products they market, and they are now manufacturing for other companies. Their B2B offerings range widely and include White Label, Private Label, and Wholesale. Essentially, they can create anything you want, label it with your name, and support you in marketing it.

To ensure maximum safety, I tried all the products extensively on my family, my dogs, and myself during the product research. I had a good feeling about the outcome. I’ve since developed all of my own formulations. Product creation is still one of my favourite areas of my job, and I still do it now. She added, “We develop topical and ingestible products for people and their dogs.

With Mtn Mama, Melanie’s mission is to: “Cultivate happier, healthier souls through the production and sale of natural remedies that relieve pain, anxiety, and other ailments which interfere with the lifestyle you DESERVE!”

Stillwater Hemp – The Renowned Montana-based CBD company

Incorporated in 2017, Mtn Mama produces, distributes, and retails all-natural CBD, CBG, and CBN topicals and tinctures for people and animals. Stillwater Hemp is a renowned CBD firm with headquarters in Montana. Here, products are prepared with only natural, organic, and premium cannabinoid extracts from hemp farming in the United States.

Additionally, they are providing business opportunities, Private Labeling Services, CBD School and CBD School 2.0, and training individuals on how to start their own CBD businesses. They also accept speaking engagements and have established the first CBD Distributors Association.

Melanie’s Definition of Success

Melanie believes deeply that when her clients are successful, she is too!

“When my clients and consumers share their success stories with me, I can see that I am doing something right. I enjoy listening to people’s tales since they are unique, and everyone has one. When someone tells me a story about how working with my company has impacted their life for the better, to me, that is success”, she further apprised.

Achievements Along the Way

Sharing accomplishments has never been easy for Melanie. Because it isn’t about her, it’s about her customers. Some of her clients have fur, but others don’t. In any case, she does this so she may watch them accomplish things they previously couldn’t.

The Enigmatic Future of Mtn Mama

Mtn Mama has grown from being a one-woman show in a home office to now having a skilled workforce, a manufacturing and retail facility in Columbus, Montana, and other locations. Their future plan is to accelerate their growth and boost sales.

“My aims are never time-bound because they can turn out to be just that. I’ll be ready to sell much sooner than I anticipate”, shared the inspiring leading lady.

Words of wisdom

I have learned a lot in this business. I’ve learned a lot of lessons the hard way, and I promise you – that is expensive! Always have a mentor or advisor—someone who has done this before. Don’t choose someone who is too encouraging. A mentor who will tell you when you are wrong, your new idea is garbage, or you are wasting your time on a particular project will be far more valuable than someone who only speaks in rainbows. Get a mentor.

From the CEO’s Desk – A Recent Case Study at Mtn Mama

I’ll close by sharing one of my favourite tales about a furry friend or client. Kota is a 12-year-old German Sheppard-Bull Mastiff mix. He is handsome and debonaire and dumb as a box of rocks. He has all heart and no brain. He will bring you a gift as soon as you walk in the door. You can admire it and express gratitude to him for it, but you cannot take it. He enjoys snuggling and being the “small spoon” as well. He was somewhat limping one day. He wouldn’t put any weight on that leg the following day. His ACL tore, according to Dr Vet. Kota would probably require both legs to be operated on, which would be incredibly expensive. He then started using the CBD/CBG/CBN supplement that Mtn Mama, LLC produces. He had previously taken it, but only sometimes. Now he took it in the morning and at night. Within days he was able to run around with his BFF Bea almost as well as he used to! His ACL will heal a little each day, and the pain will be minimal. But as long as he can play with Bea and bring me gifts, everything is right as rain.

Gehad Hamdy: Supporting Egyptian Women from Sexual Harassment

Sexual harassment is a serious problem in Egypt and has become increasingly pervasive in recent years. The country has one of the highest sexual harassment rates in the world, with nearly 99% of Egyptian women reporting experiencing some form of sexual harassment.

Sexual harassment often takes the form of verbal or physical harassment, including catcalling, unwanted touching, and even rape. It is often seen as a normal part of everyday life in Egypt, and many women feel powerless to do anything about it. Even if they report the harassment, they are often met with indifference or even denial from the authorities. Although the Egyptian government has taken steps to address the issue, much is still to be done. Many laws have been passed to protect women from sexual harassment, but they are rarely enforced. So, in 2020 Gehad Hamdy, a 27-year-old dentist, founded the Speak Up initiative against sexual harassment and gender-based violence in Egypt. Speak Up is the number one destination for the victims of gender-based violence in Egypt, looking for perpetrators’ exposure, psychological support, legal guidance, and solidarity. In 2022, BBC recognized Gehad as one of the 100 Most Influential Women in the world. She is also a winner of two Women SME Leaders 2022 awards, including The Change Maker and The Humanitarian. Additionally, she was a finalist for the Women Empowerment Award by Africa Women Innovation and Entrepreneurship Forum 2021 and the current finalist for the International Humanitarian Award by Women4Africa 2022.

Establishing Speak-Up

Since its foundation in 2020, the Speak Up movement has gained immense momentum. With its followers increasing each passing day, Speak Up has filled a much-needed gap for women in Egyptian society.

“Speak Up expanded widely and has been a direct cause of female-empowerment legislation issued by the Egyptian parliament. Also, we have initiated various campaigns against harassers and rapists, many of which resulted in their arrest and accountability,”– states Gehad.

Women from all backgrounds have found refuge in the Speak Up community for perpetrators’ exposure, legal guidance, and psychological support. Since the initiative’s inception, Gehad has witnessed an unbelievable rise in the number of women coming out and reporting their harassers, despite the threats made against every woman in Egypt who does so. After gaining unbelievable support from the majority of Egyptian celebrities, Speak Up also exposed many male public figures for promoting rape culture in their work and became widely feared by the harassers.

Bringing Perpetrators to Book

The most prominent example of Speak Up’s commitment to this cause is the famous campaign against a serial child rapist, Michael Fahmy. Gehad launched, managed, and mobilized all her resources for this campaign until the perpetrator was behind bars and tried for severe charges that eventually ended in a life sentence. Gehad was so devoted to the process of seeing these victims get justice that she had to quit her profession as a dentist in order to focus on the case.

“We also pushed for public figures to be canceled after promoting rape culture in their work, such as singer Saad Lamjarred who was accused of rape and whose shows in Egypt were canceled after a collaborative feminist campaign in which Speak Up played a big role,”– explains Gehad.

Gehad also spearheaded Speak Up’s viral campaign against the iconic Egyptian singer Amr Diab who took part in a Citroën advertisement that promoted non-consensual photographing of women. This viral campaign eventually resulted in the cancellation of the advertisement and an apology from the car manufacturer.

Bringing an Immense Societal Change

Under Gehad’s Leadership, Speak Up worked on more than 400 cases, bringing justice to victims. Through its vast network of connections, the organization has provided free legal and psychological assistance to more than 14,000 victims by connecting them to volunteering professionals.

Speak Up advocated for amendments to Egyptian law that criminalized Female Genital Mutilation, which the Egyptian House of Representatives adopted, and the law came into effect in march 2021. In response to its campaigns, Speak Up has collected over 15,000 sexual harassment testimonies and 20,000 testimonies of domestic violence, marital rape, bullying, virginity tests, female genital mutilation (FGM), violent obligation on religious rituals, and medical bias against women. Also, a viral campaign by Speak Up has ensured the provision of free sanitary pads in more than 80 schools and 11 cafes across Egypt.

Looking at the Future

In the future, Gehad will continue to advocate for creating a special unit at the ministry of interior trained to handle female blackmail and extortion. She also plans to scale the initiative to get higher reach in all governorates of Egypt with professionals addressing local issues in each Egyptian governorate and launch a professional blog to increase awareness on various topics related to sexual and reproductive health, legal issues regarding harassment, and general awareness.

Being the initiative’s founder, Gehad envisions Speak Up solidifying and officializing its role as the primary actor and channel of communication coordinating between the victims and the authorities.

“My vision for a better world is one free of gender-based violence in all its forms, where women and minorities are empowered to speak up for themselves and not be shamed by their societies,”– Gehad concludes.

Dr. Ani Atanasova: Harnessing New Technologies to Enhance Communication, Education, and Entertainment

As the CEO of Pixelhunters, a global leader in 3D content, Virtual Reality/Augmented Reality, Metaverse, and game development, Dr. Ani Atanasova is well-versed in animation, 3D design, anamorphic content, and user interaction. With a Ph.D. in Quantum and Optoelectronics, she has been involved in research, teaching, and various patented projects in the EU pertaining to lasers, laser amplifiers, laser applications, and magnetic field management. She is on the advisory boards of several universities in the UAE and is the UAE correspondent for the Young Business Leaders France and chairwoman of the UAE Chapter of the International Game Developers Association. Additionally, she has been a judge for the International Business Awards, Stevie Awards, and “A Design” Awards. Dr. Ani is also a frequent speaker at conferences focusing on technology, women’s leadership, AR/VR, innovation, game design, and gamification.

We recently got the chance to sit down with Dr. Ani to learn more about how she is leading Pixelhunters to exceed customer expectations by binding future technology to their accomplished artists’ visual imagination and knowledge.

Below are the highlights of the interview:

Q) Ani Atanasova, first of all, thanks for your time from the suitcase of your busy schedule. Enlighten us, as a businesswoman, what was your mission at the outset?

Dr. Ani) “Pixelhunters is not just a business for me, but my life.” It is a label of love, not just because am passionate about the work, but also, I run the business with my husband Iliya Atanasov.

I came from a science background before Pixelhunters. The reason for shifting to the creative field is actually my husband. We are 24 years together; for him creating digital art is a passion, he started in the CGI field as a hobby that he turned into a profession. Almost 14 years ago, he convinced me that we could have an exciting journey with Pixelhunters, and thus the story begins.

We merged our interests, and expertise to build Pixelhunters. A lot of people are curious about the name – we hunt pixels to create beautiful things.

I am a very tenacious person that doesn’t give up easily at obstacles; my mission was and still is to make Pixelhunters a recognizable brand that stands out with quality that brings value to our customers. In the beginning, I had to learn fast about the industry, but I was motivated to introduce science into the art, which we successfully did.

Q) Shine some light on Pixelhunters. What are its key services/products?

Dr. Ani) We create content in any format – 2D, 3D, films, games, combined with any latest technology available – AR, VR, motion captures, sensors, screens, holograms, and robots, empowered by Data and science to create digital experiences that matter.

Q) What is the change you are bringing with your brand today? Tell us about the clientele that can benefit from Pixelhunters.

Dr. Ani) We bring immersion to businesses and education. Our mission is to excite the audience’s interactions with brands, creating experiences that attract, educate, and entertain at the same time. We work for governments, large corporations, and SMEs.

Q) Please enlighten us on how did you build your team.

Dr. Ani) Teams are the essence of any business. Pixelhunters is a family-owned business. My husband is the CTO and the creative director. Our team is more than work colleagues – it is our family. We accept our team’s strengths and differences; we are trying to work in harmony while always enjoying the creative process. Most of our team members are many years with us. For our business, creative portfolios are essential, but they are something easy to build. We value most ethical skills and loyalty; this is what we reward in team growth.

Q) How did you deal with the challenge of acceptance? What were the other challenges you overcame?

Dr. Ani) My first challenge with Pixelhunters was related to conveying to the market who we are. We built a top team of recognized artists; we have been creating award-winning videos, but then you realize quality is not enough. Developing a business is building your reputation – everything is important – quality, leadership, production speed, understanding the values of the countries you work in, pricing, competition, customer service, flexibility doing changes, and working on last-minute projects. In the challenging economy nowadays, more stuff is added to this list. Business is not given; it must be earned. It is not guaranteed that if the company is old, it will sustain itself forever. We need to add value to it every single day.

Q) What has been the development path of Pixelhunters?

Dr. Ani) We started as an animation & VFX company; we became the first indie game developer in the UAE. We were within the first designing AR & VR starting with the early developer versions of these technologies; we experiment with every new tech on the market to see how to make more exciting digital journeys. We have developed a couple of VR & AR platforms related to education & training. We have done hundreds of experiential marketing projects, and lately, we have been very much involved in metaverses (for clients and with our metaverse platform). Creating immersions for every industry with proven engagement has always been paving our path to the future.

Q) How is your company synchronizing with the latest advancements in 3D designs & animation?

Dr. Ani) We must constantly learn and follow the trends and the latest innovations. Most of our team members are engineers, so R&D is the essence of our success. Improving the speed of production while increasing the quality is our top priority. We are proud that we often work on projects many others don’t dare to accept due to impossible deadlines.

Q) If you were to answer a young female executive’s question, ‘How can I be a good leader?’, what would you advise?

Dr. Ani) Most important is to know yourself well – your strengths and your weaknesses. Amplify your skills every day, and don’t be afraid to fail. Learning for life should be your motto, and keep going if you believe your actions are valuable for you, your team, and your customers. Success doesn’t come overnight. It needs persistence and hard work. Thus with time, all your weaknesses will turn into strengths.

Q) What is so exclusive about Pixelhunters that has brought so much success to the company? What business/people problems have it successfully solved?

Dr. Ani) Some people work to live, while we live to work. We love so much the creative process and seeing how our efforts turn into beautiful content and experiences. We do not perceive work as something we must do because it pays the bills. We accept every project as a challenge, and we always try to put ourselves into our client’s shoes, understand their pain points and align with their goals. Nothing is more rewarding than seeing our clients happy with the projects we did together and especially seeing our work in use for many years. Nowadays, there is so much content around us that sometimes it takes effort to focus. Must have outstanding quality, idea, something different, unseen before. Making the content interactive involves users in personalized experiences that they tend to memorize longer.

We are also well-known in the educational field, especially in game-based learning and gamification. The power of games is that they make people follow the rules voluntarily to achieve a game goal, so we use that as an advantage to make learning more fun, engaging, and lasting. We are leaders in multiplayer learning based on competition or collaboration to speed up studying, saving time and effort. We have our own game-based multiplayer platform, as well as our own metaverse, to experience learning and team interactions even better.

Q) What are your views on women’s entrepreneurship?

Dr. Ani) Women are less risk-takers, but women-led businesses are proven more sustainable in the long run. Women have more patience in achieving long-term goals, hearing often, and dealing with the “NO” word, and I believe this comes naturally from our motherhood.

I often speak worldwide about women entrepreneurs, women in technology, and women leaders, and I feel happy to witness and meet the growing number of great women professionals with successful businesses.

Q) Please highlight the achievements and accolades attained by the Company by far.

Dr. Ani) We have worked on several platforms that are worldwide innovations. For example, a VR platform for visualizing youth’s future; another is a unique hazard perception training and testing platform that evaluates driver’s performance to hazards in real-time; and the other is an AR-enabled multiplayer learning platform. We also created hundreds of game-based marketing & awareness tools, many immersive rooms & experiences, and we made a giant step into the metaverse last year for client projects and our own.

Barbara Amerio: Helping Clients Sail Away to a World of Luxury and Adventure

Fernando Amerio founded the Permare Group in 1973 to provide marine services to the expanding Ligurian customers and the nearby Côte d’Azur. Later in the 1990s, the Permare Shipyard began producing boats under the brand name “Amer Yachts,” which would later become synonymous with quality and customization in the boats and ships segment. The Permare Group is a family business led by its founder Fernando Amerio and his children, Barbara and Rodolfo. In the last 40 years, the shipyard has created over 90 custom-built yachts for Italian and foreign customers. Amer Yachts have been exported to the United States, the Far East, the Middle East, and Arab countries. The shipyard also facilitates yearly training by partnering with several universities, including Bocconi, Istituto Marangoni, IED – European Institute of Design, and IAAD – Italian University of Design to stimulate growth, innovation, and research in design and, most importantly, educate upcoming designers about the significance of integrating environmental awareness into their designs. We recently got a chance to sit with Barbara Amerio, the SPP Ambassador of the Permare Group, to learn how the organization serves its clients with its luxury products.

Below are the highlights of the interview

Q) Please tell us about your professional journey.

Superyacht building is a fascinating work of creativity, innovation, and technology for a unique handmade good strong enough to survive decades at sea and under the sun. Italians are at the top of the industry, and our company is at the top of the list for semi-custom superyachts in composite and steel.

Q) Please tell us about Permare Company and how it is serving its clients.

They are exceptional, sophisticated, and talented businesswomen and men with previous experiences in yachting and with professional crews. Both want the best and agree with our theory to prefer a limited production for saving the high quality and the detailed finishes. This fact permits a plus value in case of reselling.

Q) How do you motivate creativity and innovation in the workspace while maintaining a healthy work environment?

With healthy competition, our shipyard incentivizes and invests in the human factor to grow our workers’ skills. It helps competent and specialized people become comfortable and ready to face new challenges and find unusual solutions and new ideas for Ameryacht’s product development and company strategy

Q) Please share the pandemic’s effect on the shipyard.

It was like an invisible war. We protected all the workers, giving assistance and free health insurance coverage just in case of covid illness for them and their families. We have worked for several months only remotely. Some activities have remained on for granting base services. Casually I have spent a few months living on board due to a home change, which has permitted me to discover the boat as a private and safe place. After the first covid wave, many people did the same thinking. Boat = freedom+ health place+ oxygen. This is the best explication for the new after covid boom in yachting, coming back to being close to nature and giving the right weight to actual values, like life, family, and a holistic vision, never seen the same in the past.

Q) What are the primary challenges of the industry? How are you tackling those?

Good question. In the past, profit was the primary factor used to assess a company’s performance, but now the focus has shifted in the opposite direction. Profit is viewed as a result of a company’s actions and ability to propose well-defined and targeted strategies toward stakeholders and shareholders. ESG goals serve as the roadmap for the future. Building a reputable image is crucial and cannot be purchased, as it can greatly impact a company’s ability to sell its products and services. Our clients adopt similar principles in their own companies, seeking to purchase ethical products with added value.

Q) What milestones and achievements are you most proud of today?

We are growing fast. We have obtained excellent multi-awarded results to be shared along 50 years of activity and more than 90 units sold and under construction. Thanks to our confident customers, we contribute to building their best time and holidays. We recognize that the time our customers spend with us is invaluable, and as a result, we hold a great responsibility to ensure their safety and sustainability while reducing consumption, emissions, water, and energy. We invest in various fields to bring innovation and collaborate closely with our suppliers to achieve this.

Q) What are your priorities for 2023 and beyond?

We are working on new projects and testing basalt fibers to create a new recyclable composite. We have nine semi-custom superyachts under construction, and we are actively pursuing several potential deals to expand the Amer community

Q) Give us a piece of advice that you would share with entrepreneurs just starting out.

To create a strong reputation is important to keep the word and create a smart team. Make your story a good example, and be part of the change by actions for a new sustainable world.

Joanne de Guzman Rico: A Marketing Trailblazer to look out for in 2023 Despite many challenges, this marketer built and turned-around brands from zero to hero

Meet Joanne de Guzman Rico, the Head of Marketing at Salma Rehabilitation Hospital, which is part of SEHA – the largest network of government medical facilities in the capital of the United Arab Emirates.

A Story of an Empowered Woman

Joanne de Guzman Rico is a story of an empowered woman who is rising above adversity. From humble beginnings in Manila, she has gone a long way from her first job to now a truly inspiring global professional.

A consistent A-student, Joanne believes that having a strong academic foundation will serve as a springboard to success. Armed with resilience, grit, and ambition, she did not let poverty define her future so she studied very hard to earn scholarships. Her mother’s and family’s sacrifices became her inspiration and her drive to achieve more. She dedicated all her time and effort to complete each school year with academic and special awards so she could maintain her scholarship and help finance her education. In 1999, she graduated Valedictorian with 7 other academic, extracurricular, and special awards. She then took Bachelor of Arts, Major in Philosophy at the College of Social Sciences and Philosophy in the University of the Philippines – Diliman, where she graduated Magna Cum Laude.

Right after graduation, she joined Globe Telecom where she started her career as a Sales Administrative Associate, then later as a Customer Service Associate. While working at Globe, she received awards and special recognition from the company. In 2005, she joined Ministop Philippines as a Franchise Marketing Officer – her first break in Marketing. Despite not having a formal education in the field of Marketing, she won the Rookie of the Year Award on her 6th month in Ministop. On her 7th month, and only at age 23 then, she was handpicked by top management and was promoted to Advertising and Promotions Manager, where she headed a 7-person team and managed the main brand with a chain of over 250 stores. Joanne was mentored by one of the Philippine’s business tycoons, and was trained at Ministop’s Head Quarters in Tokyo, Japan so she could learn, replicate, and implement the core brand strategy in the local business arena.

In 2009, Al-Ahli Hospital – the largest private premium hospital in Doha, Qatar, took Joanne and later appointed her as the organization’s Marketing Executive. She was the first Filipino woman to officially breakthrough the space of healthcare marketing in Qatar.

In 2012, Burjeel Hospital in Abu Dhabi, UAE took Joanne as part of its pioneer team, where her main task was to introduce the brand in the emirate and grow its market share in the capital, within the country, and within the region. In the inception and growth stages of Burjeel, Joanne single-handedly managed all marketing campaigns of the brand across all platforms. She was awarded Burjeel Star Employee in 2013 and was recognized as Burjeel Star during Burjeel’s 2nd Annual Day in 2014. In 2015, Joanne was promoted to Senior Marketing Executive and a year later, she became the Assistant Marketing Manager of the brand, where she managed the PR communications and corporate events verticals of the brand.

In April 2018, Joanne joined NMC Healthcare – the largest private healthcare company in the UAE. NMC acquired Bareen International Hospital, which has been on negative profitability for 3 years since it started its operations. In less than a year after Joanne joined the company as the Marketing and Sales Manager, Bareen started growing patient volume and began gaining profits. As a result, the hospital expanded by adding more clinics, doctors, and beds to capture the continuous rise of patient footfall in its outpatient and inpatient departments. Joanne became the first Filipino woman in the leadership team of Bareen and played a significant role in the milestone that became a feather on the hat of both Bareen and NMC. Due to this breakthrough, NMC stepped up business expansion plans, acquired more medical centers in Abu Dhabi and winged each of them under Bareen Management team – which is now grouped as a cluster. In less than two years, Bareen Cluster has grown from managing one to eight medical facilities. In the same speed, Joanne was promoted to Head of Marketing and Sales of the cluster. She spearheaded functions related to Marketing and Business Development – from brand positioning to increasing brand awareness and growing brand loyalty to the facility, from increasing footfall to generating revenue and raising profitability for each medical facility.

In August 2022, Salma Rehabilitation Hospital under SEHA, took Joanne and posted her as Head of Marketing.

An Advocate of Children’s Right to Education

Joanne’s greatest dream is to serve, give back, and be an instrument of change in the community. Having experienced it herself, she has a strong personal advocacy on the right of children to access education, especially the underprivileged segment. She has been a resilient sponsor of World Vision Philippines for 17 years and has been supporting many children together with their families and their communities in depressed areas of her home country. While working at Ministop Philippines, she launched the World Vision Coin Bank campaign across all Ministop stores. She opened doors to introduce World Vision’s Child Sponsorship Program to JG Summit employees and Ministop franchisees. Her commitment towards the cause prompted her to be one of the pro bono organizers of the event and to host the program. Currently, Joanne is one of the ambassadors and spokespersons of World Vision Philippines overseas.

In order to inspire other Filipino women to rise to the challenge no matter the circumstance and break glass ceilings, Joanne wrote a book chapter about her journey which was published in Disrupt 4.0 Filipina Women: BEING – The Fourth Book on Leadership by the Foundation for Filipina Women’s Network. The book was launched at the Gremio Literario in Lisbon, Portugal in November 2022.

Awards and Accolades

During her 18-year career, Joanne has received numerous awards and recognitions for her accomplishments. In 2017, she was recognized and awarded as the Marketing and Advertising Professional of the Year by The Filipino Times, a glitterati red-carpet event held in honor of exemplary Filipinos overseas. In 2018, Joanne was one of the nominees for the Search for Huwarang OFW, organized by 700 Club Asia through one of the biggest TV networks in the Philippines: GMA 7. In 2020, she was named as one of the Thought Leaders in Illustrado’s 300 Most Influential Filipinos in the Gulf, Legacy Edition. In 2021, Joanne was recognized as one of the Most Influential Filipina Women in the WorldTM by a US-based non-profit organization, Foundation for Filipina Women’s Network. She was the only awardee from the Middle East during that year. In 2022, she received an award for Outstanding Leadership during the Health 2.0 Conference in Dubai, UAE.

Joanne’s journey in large, multicultural organizations was and is not a walk in the park. The struggles are real and are most of the time, daunting. Breaking stereotypes of nationality and gender roles in the workplace is still an existing unspoken issue. Bringing with her core values such as faith, hard work, dedication, passion, and resilience, Joanne rose to the challenge, and trail-blazed with pride and confidence in the international arena.

Karen V. Ordones: Leading the change in the Tutoring industry

Born and raised in São Paulo, Brazil, Karen V. Ordones is the CEO and Founder of Tutor.id, which is constantly looking for ways of transforming the education industry, growing tutoring businesses, and enabling novel ways of income for both tutors and their students.

Tutor.id was born as a management tool for tutors because Karen noticed most management software in education was targeted at schools, and the system was too complex and costly for a one-person business. As a full-time private teacher, Karen needed a simpler, more affordable tool to manage her own tutoring business with 100 students. She had more students than she could have comfortably managed with excel sheets, so she decided to create a product for herself and her peers who were experiencing the same problems as her.

Tutor.id’s first version was released in late September 2016. Karen thought it was a big risk for the edtech company as it had no competitors at that point of time, and the team was afraid that they might have launched this innovation too soon. It is always risky when an organization spots a market need even before consumers know it. In cases like these, companies need to educate the customers, which can be very expensive and time-consuming.

After creating an easy-to-use management solution for the tutors to manage their business and students, Karen, together with her co-founder Murillo Ichikawa, decided to add the marketplace to Tutor.id’s product in early 2019, creating a holistic solution never seen before in the tutoring industry. Tutor. matched tutors and students while supporting both throughout the entire learning journey, which paid off massively and led to 900% higher retention than its closest rivals.

Thanks to its history of starting as a management tool for tutors, the edtech platform had built the first marketplace keeping teachers in mind. Tutor.id’s full suite management software (payments, scheduling, lesson tracing tools) helps individual tutors launch and grow their business hassle-free and adds a lot of value to its marketplace.

Presently the edtech firm works with two business models:

20% revenue share from marketplace transactions
Subscription(10-40$/monthly) for management tool for tutors

Currently, the organization comprises more than 7.8k tutors registered from 119 countries.

The Leader

A Brazilian of Italian descent, Karen V. Ordones has always been very interested in understanding human behavior, which led her to study Social Sciences with a concentration in Political Science at the Pontifical Catholic University of São Paulo. This also motivated her to experience several different cultures and societies.

Additionally, Karen holds a Master’s Degree in Baltic Sea Region Studies from the University of Tartu, Estonia.

Karen’s journey as an educator began with her family, which has been involved in education for at least three generations. Her grandfather and his brothers founded a very popular music school in São Paulo and actively organized Modern Art Week, a revolutionary event that changed Brazilian art forever.

Karen says, “I don’t have a specific event that activated my “Education genes,” because since I was a school kid, I enjoyed teaching my peers. As an adult and having taught both in schools and privately, my positive and negative experiences led me to create Tutor.id.”

Motivation to Establish the Business

Initially, as a tutor, Karen faced several challenges managing students with excel sheets. Her primary motivation was to solve her own pain as a solo tutoring business owner.

She was way too overwhelmed to manage a whole business on her own. She always wanted a professional tool that could automate extremely time-consuming tasks. She wanted to focus on preparing great lessons and supporting her students.

With time and growing demand, Tutor.id’s product evolved into a marketplace on steroids and extended its mission to helping students to keep track of their learning and be more motivated to learn. “It is extremely challenging to bring individual learning assessments to scalable tech, and we are excited to take up this task to figure this out!”– she explains.

“It is time to bring more innovation to Education. We have been digitizing reality, but it is about time to create novel ways for the new generation to learn faster and better to build a better world.”

Karen also wants to empower people to become the best version of themselves. Tutor.id’s primary mission is to make the learning process much easier, faster, effective, and exciting. The edtech firm aspires to help students enjoy the learning process and achieve their academic and professional goals with its qualified tutors. The firm has also built several tools to help students track their progress, gain confidence and motivation to keep learning new things, and succeed in whatever they set their minds to. Karen is aware of the fact that she and her team play a crucial role in helping people learn more about how they can effectively learn at a faster rate and how to retain that knowledge long term. Although challenging, Karen still finds it very rewarding to see people being directly impacted by her products.

Additionally, as a startup, Tutor.id works closely with the community of users. Karen says, “If we change one person’s life with our product, we already feel a huge sense of accomplishment and aim to scale from there. We aim to build something users love and cannot live without.”

With its growth, Tutor.id plans to work with organizations that will enable the company’s impact on different parts of our beloved planet. With Tutor.id, these organizations will have access to remote communities that could benefit from the quality and remote education.

Tackling the Pandemic

Karen states, “My favorite and the most exciting market trend is the Metaverse and any sort of augmented reality technology. Wouldn’t it be amazing to learn biology while walking in the Amazon rainforest with your teacher and classmate?”

Since the first quarter of 2020, the world has witnessed a deadly pandemic, leading to many deaths, lockdowns, work-from-home orders, and closed schools. This pandemic, however, brought an increase in Tutor.id’s access by 4000%, which eventually triggered a series of instability in the product. This situation allowed the CTO Murillo Ichikawa and his team to quickly identify technical weaknesses and rebuild the platform for faster growth. Thanks to its brilliant results and positive impact during such emotionally draining times, Tutor.id closed its biggest funding of 500K EUR from angel investors of Estonia, Denmark, Canada, and the United States.

Preparing for the Future As the organization’s CEO, Karen would love to see Tutor.id as a brand that people recognize and know that its values are deeply rooted in empowering education for both tutors and students. She states, “Our plan to get there is really focusing on providing value. We aim to ensure learning is measured, so students and tutors can track their progress. This is something that has not been achieved by any company yet, so we would like to be the pioneers in adding this value to the industry and create the gold standard of learning assessment.”