I have always been a rule breaker so when I was told you can’t do it and it’s not possible, it automatically made me want to do it even more. I was told women in Tech are rare and when I heard only 2.7% of female founders raise venture money, well I was sold. I had an e-commerce business and experienced the pain of delivering in emerging markets. Most of my packages came back return to sender, can’t find the address. I then quickly came to realize, that there are no addresses in emerging markets. This brought about the idea of fetchr. We have a real solution to a real problem. We use your cell phone number as your address and therefore, we don’t deliver to you but to your phone. It comes in real handy in the part of the world where you get 5 annoying calls asking where do you live and receiving a package a very painful experience. We eliminate that and give you a seamless delivery experience.
While only 2.7% of venture capital funding has been raised by women, Joy has successfully raised funds for two startups from the most prestigious Silicon Valley venture capital firms. This puts her in the top 1% of female entrepreneurs. Joy is passionate about using technology to solve persistent issues in emerging markets, as well as empowering women entrepreneurs to break out of traditional roles, especially in the Middle East.
What did you eat for breakfast?
One tablespoon of oatmeal, one tablespoon of flaxseed and one tablespoon of chia seeds plus my I can’t live without double shot of espresso with a splash of almond milk.
What’s your favorite sport or exercise?
Swimming or walking at a fast pace, everyday for 45 minutes, it relieves my stress.
What inspired you to start your business? Where did you start and where are you now?
I have always been a rule breaker so when I was told you can’t do it and it’s not possible, it automatically made me want to do it even more. I was told women in Tech are rare and when I heard only 2.7% of female founders raise venture money, well I was sold. I had an e-commerce business and experienced the pain of delivering in emerging markets. Most of my packages came back return to sender, can’t find the address. I then quickly came to realize, that there are no addresses in emerging markets. This brought about the idea of fetchr. We have a real solution to a real problem. We use your cell phone number as your address and therefore, we don’t deliver to you but to your phone. It comes in real handy in the part of the world where you get 5 annoying calls asking where do you live and receiving a package a very painful experience. We eliminate that and give you a seamless delivery experience.
How large is your business?
We have over 700 employees now and that number will double in the next year. We operate in Saudi, UAE, Bahrain and Egypt. We are looking into expanding in India in the next 4 months as well. We have over 400 clients and growing.
What do you see as challenges for you and your business?
My biggest challenge is people, hiring the right team and building a culture that is Silicon Valley in nature has been very challenging. In emerging markets they have a mentality of servitude not service. This has been my biggest challenge, how do you instill customer service and ownership and change behavior? After all in a service business like ours which is last mile delivery the experience is in the person at your door they are the most important people in the company and the face of fetchr,
Tell us a story about a success in your business or a mistake you overcame that made you proud of yourself, or more confident.
Raising 11 million dollars in funding and being the first company in the Middle East to be backed by a top tier Silicon Valley VC made me feel confident, that I could do anything I set my mind to. Although making the cover of Forbes as #1 Start up definitely made me proud. As for my mistakes, too many to count. I would have to say that there are no accidents and mistakes are just learning curves making you an even better entrepreneur.
What about your business matters most deeply to you? How does it engage your values?
Making everyone feel inspired in what they do. Getting the team to believe in the vision, so they feel connected to the company. In emerging markets most of the workers look at the company as a means to an end, just a salary. Getting our employees to feel connected to a dream and feel empowered that this is their company not mine and we would be nothing without them.I get such satisfaction when I see my employees excited about coming to work. What a feeling that is for me.
What’s the best and the worst thing about being a female founder?
The best thing is being part of a such a small group, it makes you standout and it helps in being able to set the stage for other women to follow. It makes me feel like a pioneer and role model to help other women by inspiring them, If I can do it, so can you.
I use being a female to my advantage because I feel like they never see you coming. I work it to my advantage. Men have egos with other men while when dealing with a woman they leave their egos behind. They can hear you without feeling challenged. That has been my experience.
What is the best advice you ever got, and from whom?
Never take no for an answer and never let it affect your self esteem. Rejection is a part of life and if you let it affect you then you need to step off from being an entrepreneur. Have tough skin and believe in you because that is what people are buying.
What piece of advice would you give your 20-year-old self?
Don’t waste your time crying over broken relationships and attaching your identity and self worth to a man. Study hard don’t give up the books chasing boys. Concentrate on being the best you.
Who is the entrepreneur you admire most right now? Why does s/he inspire you?
Sheryl Sandberg, I love her approach that being aggressive as a man makes you confident while being a woman makes you pushy and overbearing. She has given me the thumbs up…”you go girl” energy that it’s ok to be.
Connect with Joy Aljouny of Fetchr
Twitter: @fetchr
Web: www.fetchr.us
Want to learn more about women’s entrepreneurship in the Middle East and Gulf Coast States?
This content was curated through our partner Naseba and the 18th Annual Global Women in Leadership Forum.
