The Incubator Program for Women Entrepreneurs – Success Story!
Sunday, August 9, 2015
On a sunny morning in Caesarea, thirteen women sit around a table at Nielsen Innovate’s lounge and color a printed variation of Buddhism’s wheel of life. Their call to action is simple – illustrate the importance of various aspects in your life – such as social life, career, health or achievements – by coloring large or small portions of the segments on the paper. Elevation Academy’s co-founder, Sara Reifschneider, encourages the participants to focus on growth – what segment of life is the most satisfying? What needs more work?
The meeting, which took place, last month is not a general women’s empowerment workshop – it is Elevation W incubator, powered by Nielsen Innovate. Ten women were selected for the program, to present and develop their startups. The idea is simple – as explained by Narkis Alon – Elevation’s co-founder: “As the tech industry is controlled by men, we wanted to create an entrepreneurship experience which is suited for women. Our program has a very practical side – our participants meet experts and talk about all the aspects of developing a startup. However, at the same time, we do this differently. For instance, at the start and finish of every day we convene for a discussion and closure, share the difficulties – we do it our way”.
The entrepreneurs’ program was rich – but focused. They heard lectures by leaders in Israel’s tech industry – including Nielsen Innovate’s CEO Esther Barak – Landes, Dov Yarkoni, Nielsen Innovate’s VP Business Development and Gal Ringel, Director of Technology at Nielsen Innovate. The core of the program was dedicated to meetings with the heads of Nielsen’s portfolio companies- where they discussed and learned about marketing, developing their ideas and raising investments.
“We are here to help you try and take the first steps in the entrepreneurship world”, Nielsen Innovate’s CEO, Esther Barak – Landes told the participants at the opening of the workshop. “We want to help you make your dream come true”.
The participants came from different backgrounds and presented an exciting variety of projects such as a social recipe book app; a marketplace for interior design, a personal experience app to help children create their own book, and a dynamic translation tool for sign language.
“They each came with different expectations: some want to be ready for the first stages of funding, some want to understand their product better, and some needed a different, women-only experience”, says Narkis Alon.
The issue of women in the tech industry has been prominent in the public discourse this year. A documentary released earlier this year, Code: Debugging the Gender Gap explores the complicated matter of the lack of women in tech. Periodic studies into the small number of women in key positions in the industry – in the United States and in Israel – are only a few examples of the growing awareness of the issue.
In her opening discussion with the women at Elevation W, Esther Barak -Landes explained what drives her to encourage women entrepreneurs and spend much of her time investing in women. “Personally, I never felt that the gender is an issue, but when women started approaching me I realized there is a problem”, she says. Barak -Landes was involved in founding several initiatives to promote women in the tech industry – such as Yazamiyot (Entrepreneurs) –a network for women in tech, which has more than 800 members, Movilot (Leaders) – which is focused on women in Israel’s ultra-orthodox religious sector and Artemis Program at IDC Entrepreneurship Club (IDC) Herzliya which is a women Student Entrepreneurship program.
“I don’t know why the high tech (industry) shouldn’t be 50-50. Although many people start their careers in the army’s unit 8200 (The intelligence unit), there should be no difference for women”, Barak-Landes told the participants. And what’s her best advice for the next generation of entrepreneurs?
“Check yourself all the time: are you doing the right thing or are you doing something because you’re not confident. Make sure you are spending enough time at home, with your family. The balance is different for each one of us – just follow your own needs and emotions. Children need to see their mother happy and satisfied”. Barak – Landes added that women have a special contribution to the tech industry:
“As consumers, women and children are the major force behind the internet. In addition, as managers and entrepreneurs – I realized after investing in women CEO’s – that there is a difference the way women manage. Women can multi-task, they handle their egos differently, and they are good at co-working”.
Sara Klaben was one of the participants in the workshop. She moved to Israel from the United States 5 years ago and recently founded Nativer– a social platform that helps travelers find a personalized, local experience. Klaben and her team will launch the beta version of the platform later in July.
“I was looking for an outlet to learn and meet other people that were dealing with the same issues of starting a business. As a woman entrepreneur, you come across many issues, which men come across less”, Klaben says of her decision to join Elevation W. “Women do business differently. We think about things in a different way. And being part of the workshop was very special: they give you the support you need. Seeing women making their dreams happen – that’s what I call a support system”.
Raquel Nayberg is the founder of Pad Rehab, which helps people redesign their homes or rooms by connecting between their unique needs and the right professionals. Nayberg, who flew in from California to join Elevation W at Nielsen Innovate, says that she could not find a similar women-oriented workshop at home in Silicon Valley. “It seemed like something very right and very natural for me”, she says. “As a woman I know we learn differently, we need to be supported in a different way. Women are more emotional learners, they need a more supportive and fostering environment, need a great team standing behind them”, Nayberg says. Back in the U.S, Nayberg adds she still feels inspired by the program: “I was taken aback. You don’t see this comradery in the United States. Maybe it’s a cultural thing, Israelis are very helpful – and the people at Nielsen Innovate took so much time to sit with every one of us and give us incredible feedback. Their information was tangible and concrete – they are all investors to get this feedback is crucial to know how I should go to market”.
Yael Eshet is the co-founder of OnceAppon – an interactive, educational app (currently for iPad) that lets children create their own personalized books. “I wanted a concentrated, distraction-free experience where I can work on my platform”, Eshet says. “I wanted emerge from our bubble and into the real world – and at Elevation W I got a real energy boost, a true professional advice but also a unique, women only support system”, she adds.
As they look back at the month they spent working and networking, Elevation W’s participants agree about the importance of building their businesses in a different way. “We formed a bond,” says Raquel Nayberg. “It’s a method that works”.
The Elevation W at Nielsen Innovate experience was the first of its kind – allowing the entrepreneurs a unique opportunity to learn and network at the heart of the startup nation. Judging by the participants’ enthusiastic responses, the special, all-women formula had achieved its goals – and more. “This is another step in the right direction: finding the right professional platform for promising startups, while making sure women find the place they deserve in the tech industry”, says Barak – Landes. “We’re looking forward to meet the next generation of entrepreneurs”.
Photos from the demo day can be found here:
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