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Gisele Azad - FemCrunch


Gisele Azad - FemCrunch #1


Describe the idea:

FemCrunch will be the female segmentation software tool that enables companies to hyper-target towards their most profitable or engaged female customers. We help our users to send the right message at the right time towards the right person. But more importantly, women do not want to be stereotyped. We support especially male-dominant companies to empower women by speaking to females as individuals and not as a group.


Who are you? Previous education/jobs/ experiences etc.

With my educational background in business and finance, I (Antonia) have previous work experience in IT project management, audit and tax consulting. These past years, I have worked in all or mostly male teams in different countries. This made me aware of the power of diversity and the improved solutions it can create. I (Gisele) have previous work experience at a NGO focussed on refugee youth specialising in refugee women. Next to that I worked as a Marketing and Project Manager at a media agency called Vice. I did that in Berlin and Amsterdam. My work experience made me realise the power of a good marketing campaign and the impact it can make when done right. I am passionate to enforce diversity and equality and therefore love to use marketing strategies to achieve these goals.


What will you do during these three months? How will you spend the time?

We will work with mostly male-dominated companies on a project-basis by consulting them how to market towards women. We will also continue to work on our coded minimum viable product.

Our goal is to create more awareness on gender equality within companies. To do so, we will give talks and workshops. FemCrunch is not only about marketing, but rather part of a movement to make a change to today’s business environment.


What do you expect to achieve during Leapfrogs? 

During summer, we will create a proven concept. To do so, we will keep working closely with our customers and understand how they market towards women today and the related challenges they face. Ultimately, we want to develop a desirable software solution that has the capacity to improve businesses’ ways of working.

Besides, we want to help companies to stop stereotyping and start a dialogue with as many companies as possible to spread our ideas.


How did you experience the three months?

The past three months have been very pleasant, work wise! We got the opportunity to work on multiple projects and really explore what we like and what we don’t like in our growth journey. We worked quite a lot and we worked at Venture Lab which is a really nice place. There were other LeapFroggers at the office which made it a cozy place to work.


What has been hardest/most enjoyable?

The hardest part was to keep focusing on the tasks at hand when I ran the project alone. Moving forward, I will find co-founder to both expand the skillset available to the company, but also sharing the emotional load of running a start-up. The most enjoyable was definitely making to see how the changes I made regarding sales and marketing paid off in more traffic and larger deals.


Did it go as expected? Will you continue working on your project in the future?

The hardest has been to contact people during the Swedish summer. Therefor it was hard to make the progress that we wanted to make. The most enjoyable was that we knew that we could put 100% of our focus on the business idea and see where it can go. After graduation it felt like a relieve to ‘just’ work on our own idea instead of all the assignments.


What would you say is the most important lesson learnt while working on your project?

It did not go as expected at all. However, it went towards another direction which we both aren’t too fussed about. During the summer we found out what our personal strengths are and the work we were doing for FemCrunch ‘pushed’ us towards another business idea which we are continuing after summer. Therefore, we are grateful for LeapFrogs because our trial-and-error actions during summer has guided us towards a direction that we wouldn’t have been on otherwise.


Do you have any tips to other ”new” entrepreneurs?

That you need to work on something you and your team members have full control over. FemCrunch is a tech company which meant that the essence of the work needed to be done by someone else as we aren’t tech savvy people. This caused a lot of hurdles and put a lot of pauses on the work that needed to be done.