The Marketing Maestro Orchestrating Success Across 40+ Countries 2024 Middle
Most Influential Entrepreneurs to Watch in
Editor’s V I E W
www.X.com/insightssuccess
A More Inclusive Economy
Inrecentyears,theworldhaswitnessedasignificantincreaseinthenumber
ofwomenentrepreneurs.Thesewomenarebreakingbarriersandredefining whatitmeanstobeabusinessleader.Withcreativity,resilience,andastrong senseofpurpose,theyaremakingremarkablecontributionstovariousindustries.
Womenentrepreneursoftenbringuniqueperspectivestotheirbusinesses.They areskilledatidentifyinggapsinthemarketandcreatinginnovativesolutions. Manyfocusonareassuchassustainableproducts,technology,andservicesthat catertospecificneedswithintheircommunities.Thisnotonlypromotes economicgrowthbutalsoempowersotherwomenandencouragesthemto pursuetheirdreams.
However,challengesstillexist.Womenentrepreneursoftenfaceobstaclessuch aslimitedaccesstofunding,societalexpectations,andbalancingworkand familylife.Despitethesehurdles,manycontinuetothrive.Supportsystems, includingmentoringprogramsandnetworkingopportunities,haveemergedto helpwomennavigatethecomplexworldofbusiness.
Thesuccessofwomeninentrepreneurshipisnotjustbeneficialforthem;it positivelyimpactssocietyasawhole.Whenwomensucceedinbusiness,they createjobs,driveinnovation,andfosteramoreinclusiveeconomy.Asmore womentakechargeoftheirentrepreneurialjourneys,theyinspirefuture generationstofollowsuit,pavingthewayforamoreequitableandprosperous worldforeveryone.Thejourneyofwomenentrepreneursisoneof empowerment,creativity,andresilience,shapingthefutureofbusinesseveryday.
Thelatesteditionof Insights Success,titled"MiddleEast's10MostInfluential WomenEntrepreneurstoWatchin2024,"featureswomenleaderswho are makingsignificantstridesintheirrespectivefields.Thiseditionhighlightsthe storiesofremarkablewomenwhoseentrepreneurialjourneysexemplify determination,innovation,andleadership.
Haveagreatreadahead!
There is no force more powerful than a woman determined to rise.
– W.E.B. Dubois
08. C O V E R S T O R Y Sumaiya Muhammad The Marketing Maestro Orchestrating Success Across 40+ Countries
16. P R O F I L E S
Mariam AlAraimi Pioneering Transformation in Oman’s Hospitality Industry
24. Radwa Rostom Championing Eco-Conscious Building Practices
32. Yasmine Helal Pioneering Inclusive Financial Solutions
20. 28. A R T I C L E S
How has the Availability of Funding A ected Women Entrepreneurs Historically?
What Factors Have Contributed to the Rise of Women Entrepreneurs in Recent Decades?
Afnan Sherbeeni Co-Founder, Product & Growth
Fatma El Shenawy Co-Founder & Chief Strategy Officer
Ioanna Angelidaki Co-founder and CMO
Mariam Al Araimi Human Capital Business Partner
Nada Wael Farouk Founder and CEO
Ola Doudin Co-founder & CEO
Radwa Rostom Founder and CEO
Sumaiya Muhammad
Marke ng Execu ve
Company Name
Sabbar www.sabbar.com
Tara Rose Kidd
Founder
Yasmine Helal Advisory Board Member
Khazna www.khazna.ae
InstaShop www.instashop.com
Descrip on
Afnan Sherbeeni focuses on product development and growth strategies, aiming to innovate user experiences within the service industry through technology-driven solu ons.
Fatma El Shenawy drives strategic growth ini a ves, leveraging her exper se to develop innova ve solu ons that enhance opera onal efficiency in the fintech sector.
Ioanna Angelidaki champions e-commerce growth, u lizing her marke ng acumen to enhance customer experiences and streamline online shopping pla orms.
Omran Group OM www.omran.om Turismo www.turismo.app
Mariam Al Araimi specializes in human capital management, fostering organiza onal development and talent acquisi on strategies to enhance workforce performance and engagement.
Nada Wael Farouk spearheads tourism ventures, crea ng unique travel experiences that promote cultural exchange and sustainable tourism prac ces.
BitOasis www.bitoasis.net
Ola Doudin pioneers cryptocurrency solu ons, leading her company with a vision to revolu onize digital asset trading and promote financial inclusivity in the region.
Hand Over www.handoverprojects.com
Mitel www.mitel.com
Tara Rose Salon www tararosesalon.com
Radwa Rostom leads innova ve project management, focusing on delivering excep onal client experiences and opera onal excellence in the construc on and real estate sectors.
Sumaiya Muhammad excels in strategic marke ng ini a ves, driving brand awareness and customer engagement for effec ve communica on solu ons within the tech industry.
Tara Rose Kidd showcases her crea vity and entrepreneurial spirit, establishing a successful salon that emphasizes personalized beauty services and client sa sfac on.
School of Execu ve
Educa on Advisory Board Member
Yasmine Helal contributes valuable insights as an advisory board member, guiding educa onal programs to enhance leadership development and execu ve training ini a ves.
The Marketing Maestro Orchestrating Success Across 40+ Countries
Sumaiya’s approach to marketing is to focus on personalized, one-onone strategies that address specic issues and provide solutions. This customer-focused approach ensures that each marketing initiative is targeted and effective, leading to better engagement and results.
Middle East's 10 Most InfluentialWomen Entrepreneurs toWatch in 2024
Sumaiya Muhammad Field Marketing Manager
Mitel
Therearedifferentwaysof doingmarketing;thingsyou dointheEastmaynotbe suitableintheWest.Today,there’sa shiftinmarketingtoamorefocusedbasedapproach,likeleadgeneration, toattractmoreclients.Marketing leadersshouldbereadyforsuch strategies;thekeyhereistoinvest afterhavingalltheanalytics.
Understandingdifferentregionsand culturesinmarketingisonesuchskill ofmarketingleaderSumaiyaMuhammad,FieldMarketingManagerat Mitel.Hermarketingexperiencestarts intheMiddleEast,Africa,Turkey, India,Singapore,Malaysia,ASEAN countries,andChina.Today,shelooks after40+countries,followinga differentwayofmarketingineachof them.
Let’s have a look at her dynamic marketing experience in detail.
NavigatingtheDynamicRealmsof Marketing
Sumaiyahasamassedawealthof experienceoverthecourseofseven years,spanningvariousrolesand industries.BornandraisedinDubai, herjourneyintotheworldofmarketing beganduringherhighschoolyears, leadinghertopursueanMBAin marketing.Aftercompletingher studies,shebeganherprofessional careerwithaninternshipatanecommercecompany,whereshegained valuableinsightsintothedigital landscape.
Followingherinternship,Sumaiya transitionedtoadistributioncompany, whereshespenttwoyearshoningher skillsandexpertise.In2019,shejoined Mitel,apivotalmovethatmarkedthe beginningofanewchapterinher career.Startinginanexecutiverole, shequicklyadaptedtothechallenges
andopportunitiespresentedtoher. Withthreeyearsofexperienceunder herbelt,shedemonstratedremarkable growthandwaseventuallypromoted tothepositionofmarketingmanager fortheMiddleEast,Africa,Turkey, andASEANregionsin2022.
Inhermanagerialrole,sheoverseesa versatileportfolioofcountries,each withitsownuniquesetofchallenges andopportunities.FromtheMiddle EasttoASEAN,includingcountries likeIndia,Singapore,Malaysia,and China,shemanagesthecomplexities ofdiversemarketswithfinesseand expertise.Sheunderstandsthe importanceofadaptingtolocal languages,cultures,andmindsets, ensuringthatsheremainsinformedand connectedtotheneedsofpartnersand customersacrosstheregion.
Celebrating50YearsofInnovation andExcellence
Mitel,foundedin1972,celebratedits 50thanniversarylastyear,markinga significantmilestoneinitsjourney The company'srichhistoryandlegacyhave beendirectedbyitsfoundersand stakeholders,whoembarkedonthis remarkablejourneyfivedecadesago.
Overtheyears,Mitelhasundergone significantgrowthandexpansion, markedbystrategicacquisitionsof companieslikeShoretel,Aastra,and mostrecently,Unify.TheseacquisitionshavecontributedtoMitel'sglobal footprint,withusersinover100 countriesandavastnetworkof partnersworldwide.
Mitelhasestablisheditselfasaleading vendorinthetelecommunications industry.Thecompany'scommitment toinnovation,coupledwithits extensiveexperienceandexpertise,has enabledittostayattheforefrontofthe
Sumaiya highlights the importance of being emotionally connected with partners, as she believes that genuine human connections are essential for building trust and rapport.
industry,meetingtheevolvingneedsof customersworldwide.
Fromitshumblebeginningswithtwo founderstoitscurrentownershipunder theinvestmentcompanySearchlight, Mitel'sjourneyisanexampleofits pliability,adaptability,andcommitmenttobrilliance.
NavigatingDiversityin40+Countries
InSumaiya'srole,sheoversees marketingstrategiesforover40 countries,eachwithitsownunique cultureandmarketingpractices.She emphasizestheimportanceoftailoring strategiestosuiteachregion,aswhat worksinonecountrymaynotbe suitableforanother.Forexample, whileLinkedInanddigitalmarketing areeffectiveinsomeregionslike ASEANandtheMiddleEast,platformslikeWeChataremoreappropriatefortheChinesemarketduetolocal preferences.
Eventsandwebinarsalsovaryin effectivenessbasedontheregion.In Africa,eventsarehighlyattendedand proactive,withpartnerseagerto participate.However,inDubai,where competitionishigh,attracting attendeesrequiresmoreeffortand incentives.Similarly,webinars,which werepopularduringthepandemic, nowneedtobemoreselective, focusingonprovidingrealvalueto attendeesratherthanfollowingtrends.
Hermarketingapproachistofocuson personalized,one-on-onestrategies thataddressspecificissuesandprovide solutions.Thiscustomer-focused approachensuresthateachmarketing initiativeistargetedandeffective, leadingtobetterengagementand results.
FosteringCollaboration
Acknowledgingthecruciallink betweensalesandmarketing,she stressestheneedforcollaborationand supportbetweenthetwofunctions, understandingthatsalesteamsrequire qualityleadstodrivebusinessgrowth, andmarketingplaysasignificantrole inprovidingthissupport.
Tobridgethegapbetweensalesand marketing,Sumaiyaactivelyengages withsalesteamstounderstandtheir challengesandneeds.Byfostering closerelationshipswithsalesprofessionals,shegainsvaluableinsightsinto themarketandcustomerpreferences.
Inadditiontoleadgenerationinitiatives,Sumaiyaalsofocuseson strengtheningpartnershipsthrough targetedevents.Theseeventsserveas opportunitiesforpartnerbondingand collaboration,furtherenhancingMitel's brandpresenceinthemarket.By hostingsignatureeventsattendedby hundredsofpartners,Mitelestablishes itselfasatrustedandvaluedpartnerin theindustry
Furthermore,sherecognizesthe significanceofparticipatingincareer fairstoengagewithstudentsandraise awarenessaboutMitelasanemployer andindustryleader Theseinitiatives notonlyhelpattracttoptalentbutalso contributetobuildingbrandawareness andreputationwithintheindustry.
Lastly,herstrategicapproachtosales andmarketingalignment,combined withherinnovativelead-generation tacticsandpartnership-focusedevents, underscoreshercommitmenttodriving businessgrowthandsuccessforMitel.
DrivingBusinessGrowthThrough Data-DrivenMarketing:
Underliningtheimportanceofdatadriveninsightsandanalyticsin directingmarketingdecisionsatMitel, sherecognizesthatdataisthefoundationofanymarketingstrategyand playsacrucialroleindrivingbusiness growthandsuccess.
ForSumaiya,theclick-throughrateis akeymetrictomeasuretheeffectivenessofmarketingcampaigns,particularlynewsletters.Shenotesthe significanceoftargetingtheright audiencewithrelevantcontentto maximizeengagementanddrive meaningfulresults.Byfocusingon qualityoverquantity,sheensuresthat marketingeffortsaredirectedtowards individualswhoaremostlikelyto convertintoleadsorcustomers.
Similarly,sheunderscorestheimportanceofmeasuringthesuccessof eventsbasedonthebusinessopportunitiestheygenerateratherthanjustthe wowfactor.Shebelievesthatthe ultimategoalofmarketinginitiativesis todrivetangiblebusinessoutcomes, suchasleadgenerationandrevenue generation.
Incorporatingdataanalyticsand marketresearchintomarketing strategiesisessentialforher.She leveragesdatatoidentifyhighpotentialpartnersandcustomers, prioritizemarketingactivities,and tailorcontenttomeetthespecificneeds andpreferencesofthetargetaudience. Byanalyzingdatafromvarious sources,includingsocialmediametrics andsalesperformance,sheensuresthat marketingeffortsaredata-drivenand focusedondeliveringmeasurable results.
Thus,herapproachtomarketingat Mitelisrootedindataandanalytics, enablinghertomakeinformed
decisions,optimizemarketing campaigns,anddrivebusinessgrowth effectively
ApproachtoPartnerEngagement
Sumaiyaunderlinestheimportanceof givingbacktopartnersandstakeholdersasakeyaspectofbuilding strongrelationshipsandfosteringa senseofappreciationandloyalty.She believesinrecognizingtheeffortsand contributionsofpartnersthrough variousmeans,includingaward recognitionprogramsandpartner incentives.
AtMitel,Sumaiyaandherteam organizepartnerprogramsto incentivizeandrecognizepartnersfor theirachievementsandcommitmentto thebusiness.Thesegesturesserveto strengthenthebondbetweenMiteland itspartners,remindingthemofthe company'spresenceandsupportduring specialoccasions.
Shehighlightstheimportanceofbeing emotionallyconnectedwithpartners, asshebelievesthatgenuinehuman connectionsareessentialforbuilding trustandrapport.Bydemonstrating gratitudeandappreciationforpartners' contributions,Mitelaimstocultivate long-termrelationshipsbasedon mutualrespectandsupport.
Inconclusion,Sumaiya'sapproachto partnerengagementatMitelrevolves aroundtheprincipleofgivingbackand showingappreciationtopartnersfor theircollaborationanddedication.By fosteringacultureofrecognitionand gratitude,Mitelaimstobuildstrong, lastingrelationshipswithitspartners andstakeholders.
VisionforMarketingSuccessat Mitel
Outlininghervisionandprioritiesfor thefutureofmarketingatMitel,she focusesonbothshort-termgoalsfor theupcomingyearandlong-term objectivesforthenextfiveyears.
Sumaiyaillustratestheimmediateneed tounitethebrandinlightofUnify's recentacquisition.Sheunderstands howdifficultitmaybetoretain productpositioning,ensureasmooth transition,andintroducepartnersand customerstoanewlogoandcorporate identity.Inordertosuccessfully supportthisshift,shestressesthe significanceofcommunicationand engagementthroughavarietyof channels,includingevents,brochures, webinars,andbrandingactivities.
Additionally,Sumaiyaunderscoresthe shifttowardscustomer-focusedevents asakeypriorityfortheupcomingyear. Recognizingthatcustomersarethe ultimateend-usersofMitel'sproducts andservices,shestressesthesignificanceofdirectengagementwith customersthroughevents,webinars,
andtargetedcampaigns.Thiscustomer-centricapproachaimsto strengthenrelationshipswithend-users andenhancebrandloyaltyand satisfaction.
Lookingaheadtothenextfiveyears, Sumaiyaaccentuatesthesignificance ofagilityandadaptabilityinresponse toevolvingtrendsandeconomic situations.Whileacknowledgingthe uncertaintyoffuturecircumstances, sheunderscorestheneedforMitel's marketingstrategytoremainflexible andresponsivetochangingmarket dynamics.Shefurtherhighlightsthe importanceofagilityinadjusting marketingtacticsandstrategiesto effectivelynavigateunforeseen challengesandcapitalizeonemerging opportunities.
Overall,Sumaiya'svisionformarketingatMitelentailsastrategicfocuson brandunification,customerengagement,andagilityinresponseto changingmarketconditions.By prioritizingtheseareas,sheaimsto positionMitelasaleadingplayerin theindustryanddrivesustainable growthandsuccessintheyearsto come.
Before you are a leader, success is all about growing yourself. When you become a leader, success is all about growing others.
- Jack Welch
Mariam AlAraimi
Human Capital Business Partner (Hospitality)
Oman Tourism Development Company (OMRAN Group)
Mariam
Pioneering Transforma on in Oman's Hospitality Industry
InthedynamicworldofOman'seconomiclandscape, thehospitalitysectoremergesasapivotalforcedriving thenation'sgrowthanddiversification.Attheforefront ofthistransformativewaveisMariamAlAraimi,a seasonedhumancapitalexpertreshapingthecontoursof Oman'shospitalitythroughinnovativestrategiesand visionaryleadership.
DrivingInnovationinHospitality
MariamAlAraimi,servingastheHumanCapitalBusiness PartnerforHospitalityatOMRANGroup,bringsa uniqueblendofexpertiseandstrategicforesighttocreating flourishingworkenvironments.Herinfluentialrolehas beencrucialinsettinganewtrajectoryforOman's hospitality,markedbysustainablepractices,community engagement,andtransformativeprojects.
OMRANGroup'sVisionaryPath
UnderMariam'sstrategicguidance,OMRANGroupstands asabeaconinthehospitalitysector,harmonizingeconomic growthwithculturalpreservationandenvironmental stewardship.Herleadershiphasseenthefruitionof landmarkprojects,eachembodyingadeepcommitmentto sustainabletourismwhilecelebratingOman'srichheritage.
SustainableGrowthandEconomicImpact
OMRANGroup,underMariam'sstewardship,isnotjust creatingtourismassetsbutisrevolutionizingOman's economiclandscape.Thegroup'sinitiatives,suchasthe
As the Human Capital Business Partner for Hospitality at OMRAN Group, my role is about nurturing a culture of innovation and continuous improvement to enhance guest experiences through alignment of strategies with the HR leaders across the group.
developmentofeco-friendlyresortsandthepromotionof culturaltourism,havesignificantlyboostedtouristinflow, contributingtothenation'sprosperity
CultivatingaThrivingWorkplace
Mariam'sroletranscendstraditionalhumancapital management.Shehasintroducedinnovativepracticesthat haveenhancedemployeeengagementandsatisfaction, fosteringaculturewherecreativityandstrategicthinking thrive.
My
journey reflects the evolution of leadership in Oman’s hospitality industry, highlighting the importance of strategic vision and innovation.
NavigatingEmployeeRelationsandCompliance
Mariam'sapproachtohandlingcomplexemployeerelations andlegalcomplianceissueshassetabenchmark.Her strategiesformaintainingapositiveworkatmospherewhile adheringtolegalstandardsdemonstrateherexceptional leadershipandunderstandingoftheindustry.
InnovationsinHospitality
Keyinitiativeslikethe"IAmTourism"campaign, spearheadedbyMariam,haveredefinedOman'stourism narrative.Thiscampaign,amongothers,hasbolstered OMRANGroup'spositionasaleaderinofferingunique andsustainabletourismexperiences.
EmpoweringWomeninLeadership
Mariam'sjourneyisabeaconofinspirationinOman's progressivestanceongenderequality.Heradvocacyfor women'sempowermentinleadershiproles,particularlyin thehospitalitysector,alignswithOman'sbroadervisionof inclusivityanddiversity
AJourneyofImpact
Mariam'scareer,markedbysignificantrolesinlearning& developmentandhumanresources,reflectsherprofound impactonOman'shospitalitysector.Herleadershipstyle, characterizedbyablendofstrategicvision,innovative thinking,andpersonalsupport,hasbeencentraltoher successandinfluence.
About the Leader
Mariam AlAraimi, a dedicated professional and an advocate for continuous learning, currently pursuing her MBA and holds a bachelor's degree from the Arab Open University and the Open University in the UK. With over 13 years of experience, her journey through various key positions in the OMRAN Group has been marked by her commitment to empowering her team and fostering growth. Recognized as one of the Top 10 Entrepreneur Women in Oman in 2022, her goal remains to make a positive impact and inspire others in the industry.
How has the Availability of Funding Affected Wo m e n Entrepreneurs Historica l ly?
Thehistoricalavailabilityofcapitalhashada
profoundimpactonwomenentrepreneurs, frequentlylimitingtheircapacitytolaunch andexpandfirms.
Despitetheirpotentialandgrowingengagementin theentrepreneurialscene,womenhaveencountered systemicbarriers,preconceptions,andrestricted financialresources.
Thisarticleexploreshowfinancingavailabilityhas historicallyinfluencedwomenentrepreneurs, focusingontheproblemstheyhavefacedandthe changingenvironmentofassistance.
HistoricalContext
Historically,womenentrepreneurshavebeen sidelinedbyculturalnormsandgenderprejudices thathavelimitedtheiraccesstofinancialresources.
Inmanysocieties,conventionalgendernormshave limitedwomen'spossibilitiesforeconomic independence.Thishasresultedinamajor inadequaterepresentationofwomeninbusiness,and theyfrequentlylacktherequisitecashtostarttheir setup.
InIndia,forinstance,womenentrepreneursconfront severedifficulties,withjustasmallfractionof investmentgoingtofemale-ledfirms.Despitean increaseinthenumberofwomenjoiningthe entrepreneurialsphere,thefiguresremainstark: women-ledfirmsreceivejustapproximately1.5%of totalinvestmentinIndia'sstartupecosystem.
Thisfinancingimbalanceechoeswiderworldwide patternsinwhichfemaleentrepreneurscontinuously
earnalowerpercentageofventurecapitalandangel investmentsthantheirmalecompetitors.
FundingDisparitiesandBias
Researchshowsthatprejudicesagainstwomen entrepreneursmightworsenfundinginequities.
Accordingtoonesurvey,women-ledenterprisesgotjust 15%oftotalventurecapitalfinancingbetween2011and 2013,withanevenlowernumberofcompanieshaving femaleCEOs.
Investors'queriesfrequentlychangebasedonthe entrepreneur'sgender,withwomenfacingmorerisk-averse questionsregardingpotentiallosses,whereasmalesare questionedaboutgrowthandprospects.Thisvariationin questioningmightresultinaconsiderablefinancial discrepancy,aspromotion-orientedinquiriesareassociated withgreaterfundinglevels.
Furthermore,genderprejudiceisnotconfinedtomale investors;femaleinvestorsoftenprefermaleentrepreneurs, maintainingthefinancingimbalance.
Thissystematicprejudiceintheinvestmentlandscapehas madeitincreasinglydifficultforwomentoobtainthe financingtheyneedtodeveloptheirenterpriseseffectively
ImpactofSelf-HelpGroupsandMicrofinance
Inresponsetothehurdlesthatwomenentrepreneurs encounter,newfinancesourceshaveevolved,particularly inpoornations.
Self-helpgroups(SHGs)andmicrofinanceinstitutionshave playedcriticalrolesingivingwomenaccesstoloans.These organizationspromotecommunalborrowingand repayment,loweringtheindividualriskinvolvedwithloans andempoweringwomentoachievefinancialindependence.
ThedevelopmentofSHGsinIndiahasenhancedwomen's awarenessandfinancialliteracy,allowingthemtopursue entrepreneurialopportunities.Womenhavebeenableto overcomesomeoftherestrictionsprovidedbytraditional financialinstitutions,whichsometimesneedcollateraland significantdocumentation,bothofwhichmanywomendo nothave.
CurrentTrendsandFutureDirections
Despitehistoricalhurdles,thelandscapeforfemale entrepreneursisgraduallychanging.Women-ledbusinesses andinitiativespromotinggenderequityinentrepreneurship aregainingtraction.
Organizationsandgovernmentprogramsareincreasingly realizingtheneedtoassistfemaleentrepreneurs,resulting
intheformationoffundsexpresslyforfemale-led companies.
However,considerablegapsexist.Womenentrepreneurs stillfacerejectionratesforloansandinvestments,andthe overallamountofcapitalfocusedonthemremains disproportionatelylow.Addressingthesegapswould necessitateaholisticapproachthatinvolvesraising awarenessofgenderbiasesinfinance,supportingwomenledfirms,anddevelopingsupportivenetworksthatallow accesstocapital.
Conclusion
Thehistoricalavailabilityofcapitalhashadasignificant impactonwomenentrepreneurs,frequentlyrestrictingtheir prospectsfordevelopmentandsuccess.Whilesome progresshasbeenmadeinrecentyears,institutional restrictionsandprejudicescontinuetolimitwomen'saccess tofinancialresources.
Todevelopamoreequitableentrepreneurialecosystem,itis criticaltoaddresstheseinequitiesandestablishan environmentinwhichwomencanflourishasentrepreneurs whilecontributingtoeconomicgrowthandinnovation.As awarenessoftheseconcernsgrows,womenentrepreneurs' abilitytoovercomehistoricalbarriersandobtainthefinance theyrequirebecomesmorepromising.
Success consists of going from failure to failure without loss of enthusiasm.
- Winston Churchill
Radwa Rostom
Revolutionizing
Radwa Rostom Founder & CEO Hand Over
Middle East's 10 Most In uential Women Entrepreneurs to Watch in 2024
Theconstructionindustryis
oftencriticizedforits environmentalimpact,leaving manytowonder:Howcanwebuilda futurethatprioritizessustainability whilealsoaddressingcommunity needs?RadwaRostom,acivil engineerwithapassionfor environmentalstewardship,facedthis verychallenge.
Aftergraduating,Radwaexplored variouscareerpaths,initially immersingherselfintheconstruction sector.However,herpassionforthe environmentignitedadesireto innovatewithintheindustry.She soughttomergeherengineering expertisewithsustainablepractices, leadinghertoaconsultancyfirm focusedongreenbuildings.Here,she honedherskillsinsustainabledesign, butsomethingwasstillmissing,the socialimpactcomponent.
Determinedtobridgethisgap,she venturedintotheworldofnongovernmentalorganizations(NGOs) andcorporatesocialresponsibility (CSR).JoininganinternationalNGO dedicatedtoreforestation,shetookon theroleofbusinessdeveloper,where shelearnedtheintricaciesofgiving backtocommunities.Thisexperience crystallizedhervision:tocreatea platformthatintegratesconstruction, sustainability,andsocialresponsibility
Thus,theideaofHandOverwas born,agroundbreakinginitiative aimedatfosteringsustainable developmentwhileuplifting communities.Radwaisnotjust buildingstructures;sheisconstructing alegacyofpositivechange,proving thatwithpassionandpurpose,onecan indeedbuildabetterworld.
Let's learn more about her journey:
HandOver:PioneeringSustainable BuildingSolutions
HandOverisadesignandbuild companythatspecializesinsustainable buildingsolutions,withaparticular emphasisonEarthconstruction techniques.Establishedin2016,the companyinitiallyfocusedonsocial projects.However,recognizingthe potentialforabroaderimpact,Hand Overexpandeditsscopetoinclude bothsocialandcommercialprojects,as wellasaddingaconsultingarmtoits services.
Inadditiontoconstructionand consultancy,HandOveroffershandsonworkshopsaimedatyoung professionals,students,andanyone interestedinsustainablebuilding practices.Thecompany'scorevalues centeraroundahuman-centereddesign approach,sustainability,knowledge transfer,andresearchand development.
HandOver'sspecializationinearth constructionutilizesanancient buildingtechniquethatpromotes durabilityandhumanelivingspaces usingnatural,locallysourced materials.Theprimarycomponents includemud,sand,andgravel,witha smallpercentageofcementorlimeto enhancethemixture'sstrength.
Thistechniqueisparticularlysuitedto thelocalclimate,allowingfor sustainablesourcingofmaterialsand providingexcellentthermalinsulation forinhabitants.Throughitsinnovative approach,HandOveraimstocreate environmentallyfriendlystructures thatbenefitbothpeopleandtheplanet.
OvercomingChallengesasaWoman Entrepreneur
Asawomanentrepreneur,Radwahas facedseveralchallenges,primarily relatedtobalancingherresponsibilities asaspouse,mother,andbusiness
Radwa encourages young women considering entrepreneurship to prepare for an unforgettable journey lled with both challenges and rewards.
owner.Sheemphasizestheimportance ofmaintainingahealthywork-life balance,whichrequiresdisciplineand organization.Shededicatesweekends andafter-workhoursexclusivelytoher personallife,allowinghertorecharge andmaintainfocusineachaspectof herlife.
Havingasupportivecircleoffamily membersandfriendshasbeena significantsourceofinspirationand motivationforher.Intermsofpractical challengeswithinherbusiness,Radwa doesnotrecallfacinganyspecific obstaclesrelatedtohergender.Instead, shehasencounteredthetypical strugglesthataccompanyrunninga smallormedium-sizedenterprise (SME),suchassecuringasteady pipelineofprojects,maintainingand hiringaskilledteam,andexcellingin herdemandingrole.
Herjourneyasawomanentrepreneur hasbeenmarkedbyherabilityto navigatethesechallengesthrough effectivetimemanagement,astrong supportsystem,andafocusonthe
universalchallengesfacedbySMEs. Herexperienceshighlightthe importanceofmaintainingabalanced approachtoentrepreneurshipand personallife,whilealsoemphasizing theresilienceanddetermination requiredtosucceedinthefaceof adversity
TheImpactofMentorshipon EntrepreneurialJourney
Mentorshiphasplayedapivotalrolein Radwa'sentrepreneurialjourneyfrom theoutset.Shehasconnectedwith exceptionalmentorsthroughvarious programs,fellowships,andincubators overtheyears.Theseopportunities allowedhertoengagewithlikemindedentrepreneursandexpandher networkwithindustrymentorsand advisorsatdifferentlevelsofbusiness.
Radwaemphasizesthateffective mentorshiprequiressignificant commitment.Itisnotmerelyabout attendingmeetingstoreceiveadvice fromexperiencedentrepreneurs;it necessitatesafoundationoftrust, activeparticipation,andthe implementationoflearnedstrategies.
Withoutthiscommitment,mentorship maynotyieldthedesiredresultsor fosterlong-termrelationshipswith mentorsandadvisors.Throughher dedicationtotheseprinciples,Radwa hascultivatedvaluableconnections thathavesignificantlyinfluencedher growthasabusinessleader
NavigatingSetbacks
Radwafacedsignificantchallenges duringtheCOVID-19pandemicwhen allherprojectswereabruptlyputon hold.Thesuddenshutdownwas particularlydifficultasitforcedherto considerlettinggoofherteam,whom sheregardedasherstrongestasset. Insteadofsuccumbingtothesetback, Radwaandherteamfoughttoretain theiremployees,strivingtokeep moralehighduringuncertaintimes.
Tomakethemostofthesituation,they initiatedonlinetrainingprogramsand activelysoughtguidancefrommentors andadvisors.Thisproactiveapproach allowedthemtoutilizethedowntime effectively,equippingtheteamwith newskillsandknowledge.Through thisexperience,Radwalearnedthe importanceofadaptabilityandthe valueofinvestinginherteam, reinforcingherbeliefthatresilience andcreativityarecrucialin overcomingsetbacksinbusiness.
BuildingConnectionsThrough NetworkingStrategy
Eager to contribute to society, she transitioned to an international NGO specializing in reforestation, taking on a role as a business developer.
Radwaplaysacrucialrolein representinghercompanyandraising awarenessaboutitsmission,which necessitatesastrongfocuson networkingandrelationship-building withintheindustry.Sheactively attendseventsandconferencesrelevant toherfieldtoconnectwithlike-minded professionals.
Toexpandhernetwork,shefrequently seeksintroductionsfromherexisting contactswhomaybeconnectedto
relevantindividuals.Additionally,she utilizesplatformslikeLinkedInand emailtoreachouttopotential collaboratorsandindustrypeers.
Radwahasfoundthatmostpeopleare receptiveandwillingtoengage, highlightingherbeliefinthepowerof proactivecommunicationand relationship-buildingasessential componentsofherprofessional journey
StayingInspiredforMotivation
Radwaacknowledgesthatthe entrepreneurialjourneyisfilledwith dailyupsanddowns,makingit challengingtomaintainconsistent motivation. Itcouldbeverytrickyto beabletostaymotivatedallthetime. However,shebelievesthatstaying groundedinhervisionandgoalsis essentialforperseverance.By regularlyremindingherselfofthese objectives,shefindsthestrengthto continuemovingforward.
Onevaluablepieceofadvicefroma mentorwastocelebrateachievements, nomatterhowsmall.Recognizing milestonesnotonlyfostersasenseof pridebutalsobooststeammorale, whichiscrucialformaintaining motivation.
Additionally,Radwaemphasizesthe importanceofbeingpartofnetworks orcircleswithfellowentrepreneurs. Sharingexperiences,discussing commonstruggles,andexchanging tipscreateasupportiveenvironment whereindividualscanexpresstheir disappointmentsandcelebrate successestogether Thissenseof communityplaysavitalrolein sustainingherinspirationanddrive.
EmpoweringEachOther
Radwabelievesthatastrongsupport systemiscrucialforgrowth, particularlywithinacommunityof
womenentrepreneurs.Thisnetwork providesarelatableenvironmentwhere memberscanshareexperiencesand insights.Byexchangingideasand practicaladvice,womeninbusiness canoffereachothervaluablesupport thatiseasilyimplementable.
Suchcollaborationfostersasenseof camaraderieandempowerment, enablingwomenentrepreneursto navigatechallengesmoreeffectively andsucceedtogetherinthebusiness community Throughmutual encouragementandresourcesharing, theycancreateamoreinclusiveand thrivingentrepreneuriallandscape.
VisionforImpactThrough TransformingConstruction
Radwaenvisionsherbusinessmaking asignificantimpactontheconstruction industrybypromotingsustainableand environmentallyfriendlypractices. Unliketypicaldesignandbuildfirms, hercompanyaimstointroduce alternativesolutionsthatprioritize sustainability.
Additionally,sheaspirestoshiftthe mindsetofcommercialcompaniesby integratingasocialdimensioninto theirwork.Throughthisapproach,she hopestoinspirepositivechangewithin theindustry,fosteringagreater awarenessoftheimportanceof sustainablepracticesandsocial responsibilityinconstructionprojects.
ApproachtoMarketTrends
Radwastaysinformedabouttrendsand changesinhermarketbyactively engagingwithindustryleadersthrough networkingevents,conferences,and exhibitions.Aspartofherbusiness developmentrole,sheconducts meetingswithrealestatedevelopers, whichhelpshergaininsightsinto currentmarketdynamics.
Inadditiontoherprofessional responsibilities,Radwateachesparttimeinthearchitecturaldepartmentat auniversity Thisroleallowsherto raiseawarenessandsharepractical knowledgewithundergraduate students,whowillbecomethenext generationofarchitectsandengineers.
Beingalsoconnectedtoacademia allowshertodedicatesometimeto researchingandreading,connecting withresearchers,understandingthe solutionsthattheycomeupwith,and tryingtoapplytheminapractical setup.
EmbracingEntrepreneurship
Radwaencouragesyoungwomen consideringentrepreneurshipto prepareforanunforgettablejourney
filledwithbothchallengesand rewards.Sheadvisesthemtoembrace theexperience,prioritizeeducation, andseeksupportandguidancefrom others.
Sheemphasizestheimportanceof enjoyingtheentrepreneurialpath, despiteitsinherentunpredictability Successinthisfielddemandshard work,dedication,faith,andtheability toacceptandadapttochange.By cultivatingthesequalities,young womencannavigatetheir entrepreneurialjourneyswith resilienceandconfidence,ultimately achievingtheirgoalsandmakinga meaningfulimpact.
What Factors Have Contributed to the Rise of Women Entrepreneurs in Recent Decades?
Therisingstarinfemaleentrepreneurshipinrecent
decadesisidentifiedasaconvergenceofsocial, economic,andeducationalvariablesthathavetogether alteredtheentrepreneurialenvironment.Thistransitionis crucialnotonlyforwomenbutalsofortheeconomyasawhole becausevariousviewpointsandleadershipstylesdrive creativityandexpansion.
GlobalizationandMarketOpportunities
Globalizationhascreatednewmarketsandopportunitiesfor femaleentrepreneurs.Economicintegrationhasincreased demandfordifferentproductsandservices,allowingwomento enterpreviouslyinaccessiblemarkets.
Asinternationalcorporationsprioritizetalentabovegender, womenarefindingpositionsthatgivethemtheexpertiseand exposuretheyneedtolaunchtheirownbusinesses.This worldwideviewpointiscriticalforwomenseekingtocreate andcompeteonaninternationalscale.
IncreasedAccesstoEducation
Increasedaccesstoeducationisoneofthemostimportant elementsdrivingthegrowthoffemaleentrepreneurs.
Women'seducationalchanceshaveimprovedsignificantlyover theyears,particularlyinhistoricallymale-dominated disciplinessuchasSTEM(Science,Technology,Engineering, andMathematics).
Thiseducationalempowermenthasprovidedwomenwiththe requiredskillsandexpertisetoexplorenumerousareas,from technologytofinance,therebyincreasingtheirentrepreneurial horizons.
NetworkingandMentorship
Accesstomentoringandprofessionalnetworksisbecoming increasinglycrucialforwomen.Asmorewomenenterthe professionandadvancetoleadershiproles,thereisa growingpoolofmentorsreadytohelpprospective entrepreneurs.
Networkingsitesintendedexclusivelyforwomenhave evolved,offeringopportunitiesforcooperationand informationsharing.
Thesenetworksnotonlyassistwomeninnavigatingthe obstaclesofentrepreneurship,buttheyalsogenerate relationshipsthatmayleadtonewbusinessprospectsand development.
FinancialIndependence
Financialindependencehasemergedasakeycatalystfor femaleentrepreneurs.Manywomentodayarenotjust earningcompetitiveincomes,butalsotakingchargeoftheir finances.
Thisincreasedfinancialautonomyenablesindividualsto investintheirownbusinessesinsteadofrelyingonother sources.Themillennialgeneration,inparticular,isdefined byastrongdesireforfinancialindependence,whichis frequentlytiedtoentrepreneurialgoals.
SupportiveEnvironment
Thegrowthofsupportingecosystemsforfemale entrepreneurshasgreatlyfacilitatedtheirjourneys. Governmentefforts,financingprograms,andmentorship opportunitieshavebecomemorewidelyavailable,fostering aculturethatencouragesfemaleentrepreneurship.
Forexample,severalinvestorsandincubatorsarenow focusedonfemale-orientedfundstoboostfemale-led enterprises.
Thisprogramnotonlyprovidesfinancialassistance,butit alsobuildsanimpressionofcommunityamongfemale entrepreneursbyallowingthemtoshareexperiencesand resources.
ChangingSocialConnections
Socialfactorshavealsochangedsubstantially,resultingina boomoffemaleentrepreneurs.Traditionalgendernormsare beingquestioned,anditisbecomingmoreacceptablefor womentopursuecareersfarfromtheirhomes.Shared dutiesathome,alongwithsupportivematernitypolicies, haveenabledwomentopursuetheirprofessionalambitions withouttheshamethatearliersurroundedworkingmoms. Thisshiftinculturalviewshasencouragedmorewomento
pursueentrepreneurialopportunities,astheyfeelsupported bothathomeandatwork.
Conclusion
Education,financialfreedom,supportingecosystems, changingsocialdynamics,networkingpossibilities,and globalizationallplayaroleintheemergenceoffemale entrepreneurship.
Aswomencontinuetoteardownbarriersandredefineold roles,theynotonlyempowerthemselvesbutalsocontribute tothefinancialwellnessoftheircommunitiesandcountries.
Whilethereisstillworktobedone,thetrajectoryof women'sentrepreneurshipseemspositive,foreshadowinga futureinwhichwomen'scontributionstotheeconomyare recognizedandrewarded.
Global Subscription
Middle East's 10 Most In uential Women Entrepreneurs to Watch in 2024
Yasmine Helal Pioneering Inclusive Financial Solutions
Inaworldwherefinancialservicesoftenprioritize
profitsoverpeople,thechallengeofcreatingan inclusiveandethicalconsumerfinancedomainismore pressingthanever Astechnologyreshapestheindustry, leadersmustblendinnovationwithintegritytomeet evolvingclientneeds.YasmineHelal,CEOofADI ConsumerFinance,embodiesthistransformative approach,steeringhercompanytowardafuturewhere accessibilityandethicalpracticesareparamount.
Withover20+yearsofexperienceinbankingandfintech, Helalunderstandsthatfinanceismorethanjustnumbers;it isabridgetohumanpotential.Herapproachintegrates traditionalvalueswithmoderntechnology,creating solutionsthatresonatewiththediverseneedsofconsumers.
ThelaunchofTakka,Egypt'sfirstSharia-compliant consumerfinancingproduct,exemplifiesthiscommitment. DesignedtofacilitateaccesstofinancingforallEgyptians, Takkaallowsuserstopurchasegoodsininstallments throughaseamlessdigitalapp,promotingfinancial inclusionamongunderservedpopulations.
Helal'sphilosophyisrootedinthebeliefthatethical leadershipcandrivesignificantchange.Byadheringto Islamicfinanceprinciples,thecompanysheledexemplified howfinancialinstitutionscanaddresstheneedsofspecific demographicswhilesettingaprecedentforresponsible lendingpracticesacrosstheindustry Asshenavigatesthe complexitiesofconsumerfinance,Helalremainssteadfast inhermission:toredefinefinancialservicesinEgyptby fosteringanenvironmentwhereinnovationandethical practicesgohandinhand.
Let us learn more about her journey:
Yasmine encourages young women considering entrepreneurship to embrace their unique identities and resist societal pressures
AVisionaryLeaderinFintech
Withovertwentyyearsofexperienceinfintechand banking,Yasmine'scareerisdefinedbyacommitmentto integratingfinanceandtechnology.Fromanearlyage, Yasminewascaptivatedbythemechanicsofsocialand emotionalsystems,viewingfinanceasatooltoempower individualsandenhancetheirlives.
Hermotivationstemsfromadesiretoembodyaleaderwho balanceskindnesswithassertiveness,respectingtradition whileembracinginnovation.Yasminebelievesin steadfastlyupholdingvalues,evenwhenfacedwith challenges.Byenteringthefintechsector,sheaimsto synthesizeherdiverseexperiencesintomeaningful contributionsthatresonateonmultiplelevels,ultimately fosteringfinancialinclusionandtransformingthelandscape ofdigitalbankinginEgypt.
OvercomingChallengesasaWomanEntrepreneur
Yasminehasfacednumerouschallengesasawoman entrepreneurinamale-dominatedindustry.Onesignificant hurdlehasbeenthetendencytomisinterpretkindnessas weakness.Inanenvironmentfocusedonimmediateresults, shestrivestopromoteanarrativethatvaluesbothshorttermgainsandsustainable,ethicalpractices.
Yasmine Helal School of Executive Education Advisory Board Member
ESLSCA University and Former CEO and MD ADI Consumer Finance.
Yasmine advises taking risks and learning from setbacks, as they often provide the most profound lessons.
Balancingthepressureforquickwinswithacommitment tolong-termsuccessdemandsresilienceandconviction. Althoughchangingperceptionsisanongoingjourney, Yasmineembraceshermultifacetedidentity,demonstrating thatkindnessandassertivenesscancoexist.Bysteadfastly adheringtoethicalpractices,sheaimstograduallyshift industryperspectivestowardmoreinclusiveleadership.
BalancingPersonalandProfessionalLife
Yasmineviewsbalancingpersonalandprofessional responsibilitiesasanongoingjourneythatrequiresselfawarenessandintention.Recognizinghermultifaceted identityasaleader,daughter,sister,friend,mentor,and learner,sheintegratestheserolesratherthan compartmentalizingthem.
Bysettingclearboundaries,Yasmineensuressheisfully presentineachareaofherlife.Atwork,sheleadswith clarityandpurpose,whileathome,shenurturesher relationships.Committedtopersonalgrowth,sheprioritizes self-reflection,understandingthatcaringforherselfis essentialforeffectivenessinallaspectsoflife.Thisholistic approachhelpshermaintainbalanceamidstthedemandsof entrepreneurship.
TheImpactofMentorship
MentorshiphasbeenpivotalinYasmine'spersonaland professionalgrowth.Earlyinhercareer,shesoughtmentors whonotonlypossessedexpertiseinfintechandbankingbut alsoembodiedqualitieslikeintegrity,courage,and empathy.Thesementorsguidedherthroughcomplex challenges,reinforcingtheimportanceofauthenticityamid externalpressures.
Throughtheirsupport,shelearnedtoembraceherstrengths andconfrontherweaknesseshonestly.Nowcommittedto mentoringothers,sherecognizesthepowerofsharing
experiencestoempowerthenextgeneration.Byfosteringa safespaceforexploration,sheencouragesmenteestolead withauthenticityandembracetheiruniqueidentities.
LessonsfromSetbacksinBusiness
Yasminefacedsignificantsetbacksinherbusinessjourney byrefusingtocompromiseoncorevalues,whichledto delaysandresourcechallenges.Thisexperiencereinforced thevitallessonthatintegritymustguideactions, particularlyduringdifficulttimes.Ittestedherleadership qualities:patience,determination,empathy,andstrategic thinking.
Yasminelearnedtoviewsetbacksnotasfailuresbutas opportunitiestorealignwithessentialprinciples.By navigatingchallengeswithoutsacrificingstandards,she ultimatelyachievedmoresustainableoutcomes, strengtheningrelationshipswithcustomersand stakeholders.Thisjourneyunderscoredtheimportanceof maintainingethicalpracticesinthefaceofadversity
ApproachtoNetworking
Yasmineviewsnetworkingasamultifacetedendeavorthat transcendstraditionalbusinesssettings.Whilesheactively participatesinprofessionaleventstoconnectwith colleaguesandstayupdatedonindustrytrends,shebelieves meaningfulrelationshipsoftenformindiverse environments.Engaginginmentoringandcontributingto thoughtleadershipallowshertoconnectwithothersona deeperlevel.
Byacknowledgingaholisticviewofnetworkingthat includesbothprofessionalandpersonalcontexts,Yasmine fostersauthenticrelationships.Thisapproachenrichesher understandingofindividuals’passionsandvalues, ultimatelyleadingtoinnovativecollaborationsandamore inclusiveindustry.
StrategiesforStayingMotivated
Yasmineemphasizestheimportanceofreconnectingwith hercorevaluesandvisiontostaymotivatedinher entrepreneurialjourney.Sheimmersesherselfincontinuous learning,exploringnewideasandtechnologiesthatinspire her Additionally,Yasminedrawsmotivationfromthe growthofthosearoundher,herteam,customers,and mentees.Witnessingtheirdevelopmentfuelsherpassion andcommitment.
Byacknowledgingbothsuccessesandchallenges,she maintainsresilienceandfocus.Thisholisticapproach allowsYasminetocultivateafulfillingenvironmentwhere
personalgrowthalignswithprofessionalaspirations, reinforcingherdedicationtoethicalleadershipand impactfulentrepreneurship.
SupportingWomenEntrepreneursinBusiness
Yasminebelieveswomenentrepreneurscansignificantly supporteachotherbyprioritizingcollaborationover competition.Bysharingbothsuccessesandchallenges, theycanofferencouragementandpracticaladvice, celebratingtheirdiverseexperiencesandexpertisefor collectivegrowth.
Mentorshipplaysacrucialroleinthissupportsystem,asit buildsconfidenceandfosterscommunity.Byadvocatingfor oneanotherandstandingtogether,womencanchallenge existingbiasesandpromotemoreinclusiveleadershipin thebusinessworld.Thissolidaritynotonlyempowers individualsbutalsostrengthenstheoverallentrepreneurial landscape,pavingthewayforfuturegenerationsofwomen leaders.
VisionforCommunityImpact
Yasmineaimstomakefinancialservicesmoreaccessible andequitable,particularlyforunderservedpopulations.By leveragingtechnologyandinnovation,hergoalisto simplifyfinancialprocessesandempowerindividualsto achievetheirgoals.
Onabroaderscale,shehopeshercommitmenttointegrity willinspireotherbusinessestoreassesstheirpractices.By demonstratingthatsuccesscanbeachievedwithout compromisingvalues,Yasmineseekstocontributetoashift towardsethical,human-centeredbusinessmodels. Ultimately,shewantsherworktoresonatedeeplywithin thecommunity,honoringitscomplexitiesandadvancing societalprogress.
ApproachtoStayingInformed
Yasmineemploysaproactivestrategytostayinformed aboutmarkettrends.Sheengageswithdiversesources, includingindustryreports,academicresearch,and discussionswiththoughtleadersandcustomers.Attending conferencesandparticipatinginprofessionalnetworks keepsherconnectedtoemergingtrends. Valuinginsightsfromherteam,shefostersanenvironment ofopendialogue,allowingforacomprehensive understandingofmarketchanges.Thismultifaceted
approachenableshertomakewell-roundeddecisionsthat considerbothdataandhumanfactors.
AdviceforYoungWomenEntrepreneurs
Yasmineencouragesyoungwomenconsidering entrepreneurshiptoembracetheiruniqueidentitiesand resistsocietalpressures.Sheemphasizesthatqualitiessuch askindness,creativity,andresiliencearevaluablestrengths. Stayingtruetoone'svalueseveninchallengingsituationsis crucial.
Buildingasupportivenetworkandseekingmentorshipcan fostergrowth.Yasmineadvisestakingrisksandlearning fromsetbacks,astheyoftenprovidethemostprofound lessons.Byintegratingallaspectsofthemselvesintotheir work,youngwomencanforgetheirpathsandinspire others.
There is no LIMIT to what we, as WOMEN, can ACCOMPLISH.
-MichelleObama
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