Why More Startups Need More Girls

Genna Elvin Co-Founder and CMO @TaDaweb @gennaelvin gelvintw.tumblr.com

Who Am I? Originally from New Zealand, living in Belgium, working in Luxembourg !I hold a Bachelors Degree in Social and Neuropsychology and International Relations and I have carried out Masters Research on the Influence of Emerging Technologies on Conflict at the Brussels School of International Studies !I have worked for the New Zealand Government in the field of International Reputational Risk !As well as a US funded startup whose mission was to bring energy remote Pacific islands through solar panels !I am now the Co-Founder and CMO at TaDaweb, a startup providing a cutting edge way to monitor the Internet !I am a Mum and wife and a lover of molecular gastronomy.

http://startups.co.uk/why-we-need-more-women-in-tech/ Bureau of Labor Statistics and Harvard Business Publishing Kaufmann Foundation Report

In the UK only 17% of the IT workforce are female.* !

In the US Female’s lead less than 10% of companies !

Only 3% of Startups are lead by Women*

http://startups.co.uk/why-we-need-more-women-in-tech/ Bureau of Labor Statistics and Harvard Business Publishing

So Why So Few Women?

First things first. !Science, Technology, Engineering and Maths (STEM) are not largely studied by girls. !And the small few that do… Almost half of them leave to do something else.

22%

17%

10%

24%

20%

7%

Non STEM same companyNon STEM different companyTime OutStartupGovtSelf-Employed*

The Thing Is… !

More than ever before, the tech startup world is screaming out for women

But the truth is… Startups are tough. And need qualities women sometimes struggle with

Asking for Money

Taking Risks

Saying how awesome you are

Negotiating Deals

Working in a male dominated sector

CreativeMotivatedDedicated

OrganisedNurturing Resourceful

Females are more often associated with being…

When in fact…

And unfortunately, in the tech world, a lot of these qualities are too often portrayed as bad

These qualities are hugely necessary, and not mutually exclusive to startup needs

Investors love seeing women in Boards !Teams love having a caring leader !Customers love receiving heart felt communications !Development and strategy needs a different point view

Evidence has shown that tech companies with more women on their management teams have a 34% bigger return on investment.*

http://startups.co.uk/why-we-need-more-women-in-tech/

Especially in Marketing and Communication

http://www.marketingritson.com/documents/aaawomen.pdf

Women have the potential to understand a market and communicate much better than males, simple because our brains are superior for communication and emotional understanding.

Startups Need Women to Understand the Market and Communicate Effectively

Female marketers are more likely to get inside the head of the market and base their strategies around the real needs of consumers. !Research* shows females are better at decoding non-verbal communication, picking up subtle nuances from tone of voice or facial expression, or judging a person’s character.

How I put this into practise

I talk to the team like an equal, to make sure they are going ok, oh and I bake for the team every Sunday, and never forget a birthday

I send our customers personalised empathetic communications that generate return

I use my female charm wherever possible

I am organised and believe that measuring everything is key to success

I mediate in deadlock situations and reflect on both sides’ opinions

I say my point of view, in order to make like minds reflect and think differently

I (try) to lead by example and ensure company culture is key

So if you are a female wanting to take the leap to s startup! I say do it! !

I am more than happy to talk and share my insights.

Blog: http://gelvintw.tumblr.com !

g.elvin@tadaweb.com www.tadaweb.com