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Antonia Mühlbauer - FemCrunch


Antonia Mühlbauer - 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.


Leapfrogs Working Group
LU Innovation, Sölvegatan 16
Box 117, 221 00 Lund

info [at] leapfrogs [dot] se