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Name: Radhika Bhachu Business Name: Ndovu Location: Nairobi, Kenya Establishment (Year): 2023 Category/Industry: Financial Profession/ Specialty: Financial Advisory Services Website: https://ndovu.co/ Social Media: LinkedIn Company Detail: Ndovu, is an investment platform that educates, advises and provides easy access to global financial markets, including Africa.​ Their solution guides their customers through their entire investment journey, to help them reach their money goals. Ndovu helps customers understand financials by learning about customers’ financial goals, such as saving towards kid’s college education or retirement, their return objectives and liquidity needs.​ Their technology uses their investment engine to maximize returns at risk levels their customers are comfortable with, recommends a passive portfolio whilst keeping costs low with low cost ETFs and diversification, helping them build financial resilience. Unique Selling Proposition or Competitive Advantage: Competition exists however most providers in Kenya offer access without any education. They are the first company in Kenya to digitize the mutual fund market and provide digital advice. Challenges Faced During the Journey: Slow user uptake- they used partnerships and referrals to increase uptake. They created a referral leaderboard. Long conversion cycle for fund manager’s trust- Due to the prevalent investment scams in the country, they maximized on having Regulator support for their growth.

Name: Carolina Gilberti Business Name: Mubius WomenTech Ventures Location: Belo Horizonte , Brazil Establishment (Year): 2022 Category/Industry: Advertising & Marketing Profession/ Specialty: Journalist/communicator/innovation specialist Website: https://mubius.ventures/ Social Media: Instagram | LinkedIn Company Detail: Mubius WomenTech Ventures is the union of four people, from diverse fields and skillsets, who, driven by a single purpose, founded Brazil's 1st WomenTech initiative. Their aim is to increase the number of women in leadership, driving and propelling businesses with solutions tailored to the feminine value, predominantly led by women, and inviting men involved in businesses related to this segment to stand by their side. Unique Selling Proposition or Competitive Advantage: Their starting point is the feminine as a value, not just as a gender: these are relevant values for the world and the market, which can be practiced by both women, men or any other gender. They investi in people and value and they believe that, with diverse teams they can achieve greater things. Challenges Faced During the Journey: Since she was a young girl, she´ve had to learn to adapt. She is originally from Brazil, but moved to the US at a very early age. She didn't speak any English nor did she know the culture deeply. she moved with her family from São Paulo to Spring Texas in the late 80's. It was a huge culture shock to all of them, since they were used to a large, cosmopolitan city and they ended up in a Texan suburb. It was particularly hard on her mom. She had to give up her job in Brazil, move away from the city she loved, become a full time housewife, didn´t speak a word of English. She was only 38 years old. She was 9 and caught up pretty fast with the language. But as soon as they were getting used to living there, her father got transferred again. This time to Redmond WA. She was 12 by then and had many friends that she didn't want to stay away from. So in 1991 they took off to another adventure, another place, another school, house and friends. She had to start all over again. And this time she wasn't a child anymore. She was becoming a teenager and all was even more difficult. The language wasn't a problem anymore, but there were other challenges, such as fitting in, being excepted, feeling that she belonged. After these things passed, it was one of the best times in her life. She made great friends. After 3 years there, her mom got very sick and her wish was to go back to her family in Brazil. So her dad found a job there and they left the US in 1994 so her mom could be by her family. Two years later she passed away and that was the hardest thing she had to go through. She died at 45 (my exact age today). Her father didn't accept her decision to stay in Brazil and emancipated her. He didn't speak to herfor 3 years and didn't allow her to speak to her sister. Their family was broken. She was alone and was taken in by her aunt and uncle who took care of her, paid for may college and a helped her get back on her feet. She graduated in Journalism in Brazil. Three years after her mom died, her father got in touch with her because her sister wanted to see her . they finally saw each other. She had been living in the US again and she had stayed in Brazil. That was the beginning of an intire relationship that had to be built again from scratch. They didn't know each other anymore. Her father had another family at this point: new wife and a new adopted daughter. She had to learn to except this new reality. At the times she still lived with her aunt and uncle. She had a hard time finding herself. she felt very alone for many many years. She eventually got married to her husband, had her 2 kids. She've always wanted to impact people and the world in a positive way and help other women to thrive. It took her a lomg time to get back on track. She gave up a lot of her dreams thinking she was worthy of them. She felt the pain of losing her family for many years and that had a great impact on her. Today she dedicate her life to empowering women to be emotionally and financially independent through their own businesses through her own company. Advice for Women Entrepreneurs: Don't EVER think your not worthy of great things. We are. And we should go after them. Stand by people who support you. They won't be many, but the'll be the right ones. You are not alone. When you think of giving up, remember that people look up to you and are inspired by you.

Name: Hannah Parvaz Business Name: Aperture Location: London, United Kingdom Establishment (Year): 2022 Category/Industry: Advertisement & Marketing Profession/ Specialty: Growth Agency working with social impact companies Website: https://www.aperture.london/ Social Media: LinkedIn Company Detail: Aperture is a growth marketing agency founded in 2022 that partners exclusively with purpose-led brands. They guide clients to achieve sustainable growth strategies that make the world kinder. Their founder saw an opportunity to leverage marketing for good after over a decade in growth. They take an experiment-driven approach to scale impact for their clients. Some examples of partners they work with: Mental health and grief support apps Women's health and mindfulness apps Financial literacy apps Food waste reduction apps Accessible therapy and supplements enhancing mental wellbeing Their expertise spans performance marketing, branding, influencers, and rigorous optimization methodology. They focus on acquisition, activation, and retention marketing to help purposeful brands maximize their reach. At Aperture, they believe business can drive positive change through ethical growth strategies. They evaluate potential partners closely, only working with those committed to improving lives. their goal is to guide companies to grow profitably while advancing their social duty. Unique Selling Proposition or Competitive Advantage: What sets Aperture apart is their commitment to ethical growth that balances profit and purpose. They work exclusively with companies creating measurable social impact, guiding them to expand their reach sustainably. Many agencies prioritize profits over positive change. But business growth and doing good are not mutually exclusive. Aperture proves this through our rigorous optimization methodology that scales impact. For example, they increased activation 150% for one sustainability partner by optimizing their onboarding funnel. Enabling them to help 20,000 more people. Their selective partnership approach also distinguishes us. They turn down organizations misaligned with their mission of empowering purposeful brands. Even foregoing short-term revenue. Additionally, their focus on experimentation and scaling creatives based on learnings - rather than assumptions - drives results. They tailor strategies using research and data analysis. Purpose-driven companies choose Aperture because they balance bottom line and social duty. Their strategies expand audiences and ROI without undermining core values. Challenges Faced During the Journey: As a new agency, educating the market on their purpose-led approach was an initial challenge. They had to clearly communicate that business growth and positive impact can go hand-in-hand. Many assumed sacrificing profit was required to focus on social good. They overcame this by showcasing how their ethical strategies drive results through experimentation and optimization. Another hurdle was establishing a selective client filter aligned to their mission. They undertook careful evaluation to filter out misaligned organizations, even at the cost of short-term business. This yielded a purpose-driven client portfolio enabling them to stay true to their core values. They also built an accomplished team united behind their vision to change perceptions. Additionally, as a young company they had to prove themselves as credible players. They overcame this by delivering measurable growth for respected brands focused on mental health, sustainability, and equality. The trust gained through client word-of-mouth validated their positioning as purpose-led marketing experts. They continue to be motivated by proving businesses can grow ethically. Advice for Women Entrepreneurs: Follow your purpose - build a company aligned to your values. Stay true to your mission, even if it means turning down mismatched opportunities. Start small - don't be intimidated to begin as a solopreneur. You can scale up over time. Focus on creating value before seeking funding. Trust yourself - have conviction in your vision and don't second-guess. But complement self-belief with listening to users and data. Find support - connect with mentors and partners who share your ideals. Surround yourself with those who empower you. Experiment and iterate - grow through continuous improvement vs. perfectionism. Use criticism as fuel. Learn by doing. Balance passion - bring heart to your work but balance emotions with business rigor. Take care of yourself first. Help others - consider how your company can contribute to real change. Progress comes from lifting up your community. You don't have to choose between purpose and profits. Align the two to build an inspiring, sustainable company. Your unique talents and perspective are needed - you've got this!

Name: Kelly Barrett Business Name: Underwear for Humanity Location: Byron Bay NSW, Australia Establishment (Year): 2021 Category/Industry: Manufacturing Profession/ Specialty: Sustainable Fashion Design/Manufacturing Website: https://underwearforhumanity.com.au/ Social Media: LinkedIn Company Detail: Underwear for Humanity (UH) treat their social and environmental impact as a primary measure of success for their business and prioritize it even in cases where it may not drive profitability. They actually take pride in making no money so that they can focus those funds towards planetary good like recycling underwear that would end up in landfill upstream to insulation and hopefully construction materials like concrete fabrication and roads to reduce the Co2 emissions UH exist to raise consciousness. UH are the visible embodiment of kindness in action. They’ve converted key commercial opportunities into powerful moments of influence that are propelling the change-making partnerships, relationships and reputation they need to scale our impact. Sharing their industry-leading ideas, credible track record and bigger narrative of systemic change through higher-order platforms is now a norm - accelerating our profile as a disruptor in the industry and beyond, and a prototype for what’s possible elsewhere. Unique Selling Proposition or Competitive Advantage: They envisage a future where they are all more aware of their impacts and have the ability to regenerate people and planet. Their goal is to contribute to a radical system refocus, where humans and earth are valued, not financial paradigms. If they offer people the opportunity to participate in creating a better and fairer world, By building a business that prioritizes impact in everything that it does, It will lead to a shift in the way people consider where their money goes and the power that they have, And ultimately empower them to contribute to and feel more connected to their humanity. The originality is simply by creating the system for people to have access to and then scale this up to all retailers. Not one company in fashion or any industry was recycling underwear – Kelly was first women independent non-paid founder that created Australia’s first and only underwear (any brand) take back scheme with plans to scale this to every retailer and then create a mass product that can be used across multiple markets from insulation to concrete – all from a humble bra and briefs. Key pages form the impact report are included by available on the website. They have a number of companies approaching to take part of the scheme through their underwear brand. In June 2023, UH published a fully transparent impact report. They are very proud to confirm in July 2023 we became B Corp certified with over 126 points. From their official start in June 2021 they have already had real measurement tangible impact on people, communities, the planet and societal thoughts around waste/reuse/recycling. This includes **14,919 (valued at $51,262) one for one donation undies to those in need – removing the stigma of poverty and shame of homelessness or domestic violence escape. **diverted 7632 bras and undies from landfill ** helped 6 disadvantaged youths through our pick and pack work training program ** $5278 rent paid to indigenous groups **34,644L water saved through the manufacturing process **5659kg of Co2 avoided compared to industry standard (1.5 times climate positive contribution to On a Mission) ** $199,190 spent with ethical manufacturers Challenges Faced During the Journey: They believe that creating a business model that is not focused on money but focused on human connection and healing is the future. We understand that it is hard to reach, but by seeing it is healing. To see a model with completely different goals help them step into the future. This means taking the long road and the time to make things work - there is a way to overcome every obstacle Advice for Women Entrepreneurs: Everyone is going to tell you that it can’t be done, it won’t work and that you will fail. You need to be ok and accept that failure is only the first response to the first attempt. It is absolutely ok to fail - at least you tried and learnt and will make the next round even better. Never listen to the people who think they know about business or your idea when they have never done it themselves. Equally those that have been in business for years will most likely have an outdated way of thinking. There is no norm any more - NOW is the time for real change, real ideas, crazy out of the box thoughts that could change and reshape the planet and society.

Name: Nancy Githoitho Business Name: Limau Cancer Connection Location: SAN FRANCISCO, USA Establishment (Year): 2018 Category/Industry: Social Enterprise and NGO Profession/ Specialty: COMMUNITY ADVOCATE Social Media: Facebook Company Detail: They provide knitted breast prosthesis to black women who have lost their breasts to cancer in Kenya, to boost their self-esteem. They also use the prostheses to educate women on the early symptoms. She started the organization after losing her mother to cancer, she faced a lot of stigma after losing her breast, that made her depressed and eventually passed away. Unique Selling Proposition or Competitive Advantage: She made affordable prostheses to women who wear rags, rolled t shirts and cabbage leaves. They donate to hospitals and breast cancer support groups. The women they support survive on less than $1 a day. Challenges Faced During the Journey: They have a challenge of funding. They would like to purchase a mobile mammogram bus to access women in the village who can't afford mammograms in order to save lives. They lack funds. Advice for Women Entrepreneurs: Starting this organization, made me heal and grieve my mom differently. I encourage all to do a cause that’s greater than them.

Name: Emily Putman Business Name: The Letter M Location: Woodland, USA Establishment (Year): 2021 Category/Industry: Professional and Business Services Profession/ Specialty: International Wine and Spirits Management Website: www.the-letter-m.com Social Media: LinkedIn Company Detail: The Letter M provides representation to global wine and spirit brands to the export market. In addition, she provide management of current placements, partnerships and new market launches. The goal is to share unique products to the international world. Unique Selling Proposition or Competitive Advantage: The Letter M has over 15 years experience in the wine and spirits industry working solely with over 64 countries. Building brands and maintaining her integrity by selecting the best fit partner and best fit markets is her specialty. Challenges Faced During the Journey: There are challenges everyday with each brand she work with but with those come so many new opportunities. Always reaching and presenting the products to the consumer and the buyers is key and maintaining good relationships is the most important piece of internationals sales in this industry. Advice for Women Entrepreneurs: As scary as it may seem, it is possible and don't be afraid to change your path. She also find that she learn something new every day and make changes to fit whatever that may be to assist in making her more in tune with the industry and the demands. She always have an open mind and listen to those that do it better, there is a reason.

Name: Kate Visconti Business Name: Five to Flow Location: Houston, USA Establishment (Year): 2020 Category/Industry: Professional and Business Services Profession/ Specialty: Consulting Website: fivetoflow.com Social Media: LinkedIn Company Detail: Five to Flow is a purpose-driven consulting agency built on the concept of flow. they reshape the employee experience and accelerate transformative growth across five core elements. This area of focus is so that they help organizations create a healthy environment for achieving and sustaining peak individual and overall business performance. Unique Selling Proposition or Competitive Advantage: Five to Flow has a core differentiator in the consulting space by considering the way their brains work as individuals, how they can work together better as teams with this knowledge, and how this impacts the customer relationships. They also solve issues at the root cause in collaboration with their customers. They have a proven approach for measuring current state business health using the Wellness Wave™, a diagnostic that measures individual sentiment and organizational performance and the root causes of deficiencies across five core elements™ - People, Culture, Process, Technology, and Analytics. Challenges Faced During the Journey: Like everyone else, the biggest challenges for Five to Flow have been surviving and thriving through the pandemic and the current economy and differentiating themselves in a very content-heavy marketplace saturated with constant messaging and sales pitches. To overcome this, they created a unique-looking brand with new types of messaging and only attempt to get attention from those they know who need us. On a more "personal" note, their most critical obstacle has been reshaping consulting and expressing the importance of each individual at an organization versus only looking at higher levels. Their approach is unique and often not understood until we are able to teach the concepts. As well, many of their customers and prospects are from their previous careers associated to technology transformations. Given their perspective on the pros and cons of technology, it takes some education and awareness first to help customers move in the right direction. To overcome this, they have done a lot of awareness campaigning, free education seminars for individuals and groups, and worked with trusted partners to establish their position. Advice for Women Entrepreneurs: My best advice to young women who want to be or already are entrepreneurs: 1. Face your fears - this is scary for literally everyone. Nobody knows all the right answers, and our brains are wired to protect ourselves from the unknown. Once you know that fear of uncertainty is "normal", it will be much easier to face. As well, there will always be obstacles - they are only there to test your resilience and focus - see them as learning opportunities and simply part of the way. 2. You are NOT alone and you do not need to reinvent the wheel. There are countless resources for every topic where you struggle and every type of networking and personal/professional support networks you can join. If you cannot find one, you can do what I did and start your own! I started a group call Femme Founders and Leaders - we meet monthly to talk about our goals, strategies, challenges, gratitude, and anything anyone needs to be successful overcoming obstacles.

Name: Samantha Volmuth Business Name: Illuminate: Art of Order Location: Brandon, USA Establishment (Year): 2018 Category/Industry: Professional and Business Services Profession/ Specialty: Professional Organizer Website: www.illuminateinc.net Social Media: LinkedIn Company Detail: Illuminate: Art of Order specializes in all facets of home and office organization. They are based in Tampa Bay, Florida. The categories they focus on include residential organizing, downsizing & transitioning, unpacking and organizing a new home, garage and outdoor storage organization, productivity & time management coaching, and paperwork organization & management. Unique Selling Proposition or Competitive Advantage: There are two main things that separate them from every other organizing business. The first differentiating factor is their passion. Every single one of their organizers is here because they love the field and helping others. It isn’t just a job for them, it’s a lifestyle. The second differentiating factor is their method. They believe that the art of organizing is a combination of mental, emotional, and practical components. They are not here to force people to throw things away-they are here to gently guide them through a decision-making process to figure out what they truly hold dear, and to tailor a system that will benefit each individual/family in the way that they need. Challenges Faced During the Journey: The road to success is never without bumps. However, she can say that every obstacle she have combatted so far has grown her and the business in some way. There are two main milestones she can recall that were especially noteworthy. The first was the choice to go from a one-woman show to a multi-person small business. Learning how to take a step back from being on the front lines was especially difficult for her, as she is very used to taking charge and doing everything herself. What she learned from expanding, however was that taking a step back allowed her to focus on the business and herself in other ways and allowed different people’s talents to be utilized to help the business flourish. The second milestone was the decision to go from a one-stop-shop kind of business with four categories to a business more focused on one category, home and office organization. It was difficult for her to make this decision as she always liked the idea of having multiple ways to help people, however, she realized after a period of time that the best way they could assist people was by being there for them strictly as organizers. Since this field isn’t as well known, she felt it would be in their best interest to spread the word. Organizing is something that everyone needs in their lives, and though there are other organizers out there, what their organizers and herself hope to “Illuminate” is the fact that organizing is an art form, not just a function. Advice for Women Entrepreneurs: Here are my top recommendations to younger women who want to become entrepreneurs, or who already are: Cultivate Curiosity: Stay curious about the world around you and actively seek out new knowledge and experiences. Ask questions, explore different subjects, and be open to learning from various sources. Set Learning Goals: Define clear learning objectives and create a plan to achieve them. Break down your goals into smaller, manageable tasks to maintain focus and motivation. Learn from Failures: When faced with failure or mistakes, reflect on what went wrong and identify lessons to be learned. Use this knowledge to improve and make better decisions in the future. Practice Flexibility: Be open to change and willing to adapt your plans and strategies when necessary. Flexibility allows you to navigate unforeseen circumstances effectively. Practice Active Listening: When engaging in conversations, listen attentively to others and seek to understand their perspectives before responding. This promotes better communication and mutual respect. Develop Empathy: Put yourself in others’ shoes to understand their feelings and viewpoints better. Empathy fosters meaningful connections and enhances communication. Overall, remember that growth is a continuous journey, and progress takes time. Be patient with yourself and celebrate the small victories along the way. Don’t be afraid to step outside your comfort zone and take on new challenges; that’s where real growth happens. Lastly, prioritize self-care and well-being to maintain a healthy and positive mindset throughout your development journey.

Name: Jenny Hale Woldt Business Name: Splash Box Marketing LLC Location: Hendersonville, USA Establishment (Year): 2006 Category/Industry: Advertisement & Marketing Profession/ Specialty: ADA Compliance and Creative Design Services Website: https://www.splashbox.com/ Social Media: LinkedIn Company Detail: At Splash Box they help their clients align marketing and branding strategies with their business objectives. They provide high end graphic design to meet marketing goals and reinforce their brand positioning with their clients. They are also proud to offer 508 Remediation Service and ADA Compliance website reviews, thereby helping to make the internet a more accessible place for the hard of sight. Unique Selling Proposition or Competitive Advantage: They make the internet accessible to the blind through 508 Remediation services. They have built a team of certified remediators in-house who are passionate about helping companies be inclusive in their online presence. They also train their clients on compliance issues and how to solve for these issues in the future. Challenges Faced During the Journey: She began Splash Box Marketing as a single mom wanting to have a home based business she could do while raising my three kids. Her primary focus has always been her family. She began scaling up Splash Box in 2012 when her kids were either out of the house or old enough to work for the company as well. Those early years of working 12 hour days, many times 7 days a week, were a challenge but worth it to be available to my kids and meet their needs as well. she is blessed to have a multi-million dollar firm with 15 team members helping her to continue to grow Splash Box and two of her children still work for them. Advice for Women Entrepreneurs: Don't over extend yourself financially. Be frugal and build slowly. Avoid the lure of credit card financing. Figure out creative ways to build your business. Find people who are willing to invest in you. The greatest gift she had was a vendor who believed in her and purchased her first computer and allowed her to pay it off monthly through commissions she earned sending him business. Network with other people that will need your services or products. Friends refer friends. So, establishing those connections are important.

Name: Jessica Shelley Business Name: Dailies, Inc. Location: Ontario, USA Establishment (Year): 2020 Category/Industry: Education Profession/ Specialty: Education Website: https://dailiespods.com Social Media: LinkedIn Company Detail: Dailies is the first educational platform to find and fix learning gaps, daily. They do this through their gamified micro learning app and interactive online classes with certified teachers. Their mission is to provide equitable access to education for all, and they do that through partnering with parents and schools to provide transparent learning data combined with intentional and powerful learning tools and experiences. Unique Selling Proposition or Competitive Advantage: Their unique selling proposition is that they are consistently providing feedback about learning progress so stakeholders can be part of the individual child's journey. They are more than just an online class, they provide personalized feedback about every child with every interaction. Their students have fun, parents are informed, and they see huge academic gains when they are all working toward the same goals together. Challenges Faced During the Journey: She used to be a public school teacher and faced many challenges when advocating for my students and their families within the traditional system. The main obstacle was realizing that there was no way she was going to be able to make or inspire changes as a teacher within the system. No one listened. No one cared... except for her students and their families. It was very challenging to try to navigate what was best for her students in combination with resources that were available through the district. Advice for Women Entrepreneurs: Don't give up. It is challenging and you will get a lot of advice from a lot of different people who think they know the business and are just trying to help, however, you know your business best. Find mentors that believe in YOU, not just your business who will give you insights and confidence into making decisions.

Name: Lisa Edmondson Business Name: Leadership Reno, LLC Location: Atlanta, Georgia, USA Establishment (Year): 2022 Category/Industry: Learning & Development Profession/ Specialty: Consulting Website: www.leadershipreno.com Social Media: LinkedIn Company Detail: I started my company as a result of being bullied in my corporate job and being fired after 11 years of successful service. This prompted me to find "the answer" to being bullied in the workplace, create leadership development training and anti-bullying content and make it available for free, so that others wouldn't have to go through what I did. Unique Selling Proposition or Competitive Advantage: My almost 30-year career in the Learning & Development space and my successful tenure as a people leader for over 10 years, along with zero turnover during that time, equipped me the with skills, expertise, and knowledge to create content on leadership. Being bullied inspired me to find an answer individuals can employ to defend themselves so that they aren't reliant on HR to "make it right." I offer my services for free. Challenges Faced During the Journey: I never intended to be an entrepreneur... and I'm not very good at it if you use "sales" as your measurement because I have not "sold" any of my courses. I have been lucky enough to land some consulting contracts that have paid for my expenses and enable me to continue to offer my courseware for free. I'm not a marketing guru and have not even marketed my courseware or services. However, the relationships and connections that I've made and built via social media have gotten my courses viewed by hundreds and hundreds of learners in the year since I released my first course. Advice for Women Entrepreneurs: Being a "one-man show" is hard work, especially when you have no experience running your own business. However, if you're passionate about your mission, you'll figure out everything else! And don't be afraid to ask for help from friends and connections on social media, especially LinkedIn. The folks there are genuine and happy to help coach others because they/we want to see them succeed.

Name: Claire Merrifield Business Name: Selph Location: London, UK Establishment (Year): 2019 Category/Industry: Health and Wellness Profession/ Specialty: Health and Wellness Website: www.selph.co.uk Social Media: LinkedIn Company Detail: She is a doctor and scientist. She trained in the NHS as a graduate and became disillusioned with the reactive nature of modern medicine. She wanted to create a company that embodied holistic, preventative healthcare to enable people to live long healthy lives and take control of their health. She offer at-home diagnostic testing and health coaching services so that people can understand where their health is and move it forward, in a positive direction, with support, encouragement and the latest scientific evidence. Unique Selling Proposition or Competitive Advantage: They are the only service offering a holistic offering to support longevity. There are many testing companies and many coaching companies but they aim to bring both diagnostics and treatment into the same team. Their coaching platform incorporates daily messages from a real coach which provides accountability, support and encouragement to make sustainable lifestyle changes. Challenges Faced During the Journey: They had first started the company back in 2019, then Covid hit. They were just in the pilot phase of their testing at the time and as they had a good relationship with a diagnostic lab they decided to pivot to offer covid testing. This became an enormously successful and busy e-commerce site. At the time that they were running this company, she was completing her final few months in GP training then starting work as a new GP. It was extremely busy and she would frequently work 12 hour days in the NHS during the pandemic only to come home at night to work. It was stressful and I received some coaching from a doctor who had left medicine to become a coach. Ultimately she realized she needed to leave the NHS in order to commit to Selph fully and when the pandemic wound down they started to get back to their original mission, to help people live better, for longer. It is not an easy journey and starting something new that she have no experience in means she has to work on my confidence and self-esteem daily. Every struggle she go through she use to inform the content of their health coaching programme to hopefully provide shortcuts to others who may experience the same issues. Advice for Women Entrepreneurs: Theodore Roosevelt once said "Comparison is the thief of joy" and I think that is particularly true in the entrepreneurial world. It is so easy to look at other people’s websites and companies and despair of every reaching similar levels of success. But they should remember, everyone starts with precisely nothing, just a hint of an idea that they have to bring their energy and belief to, day after day.