Archive for December, 2012

Story from the Trenches – SuperMama

by Lana Al-Kazimi

Yasmine El-Mehairy is a native of Cairo, Egypt. She studied Computer and Information Science at Ain Shams University in Egypt before later receiving her MSc in Interactive Multimedia at the University of Westminster, UK in 2004. She has worked in IT since then, holding positions such as Quality Assurance Specialist at International Business Machines (IBM) and Portal Project Manager at Al-Masry Al-Youm Newspaper. Her dual interest in entrepreneurship and social change ultimately led her to co-found SuperMama a year and a half ago with her partner, Zeinab Samir. SuperMama is a parenting website that features support, advice, videos, feedback and much more for parents and parents-to-be, a completely new idea in the Middle East. SuperMama is the epitome of creating a new market instead of entering an existing one, and Yasmine was kind enough to share her startup experience with us!

How did the idea of SuperMama come to life?

Right off the bat, let me state that I am not a mother myself. The thing is, my partner and I always knew that we wanted to do something that added value, not something for the sole purpose of money-generation. We were on the lookout for the right idea until coincidentally, my sister-in-law announced that she was pregnant. We soon realized how lucky she was because my entire family is made up of doctors, so anytime she needed advice she had easy access to verified opinions and was comfortable researching the web to get authentic information regarding her pregnancy. However, that is not the case with the majority of mothers and mothers-to-be in Egypt. It’s not easy to get practical parenting advice – in fact, the most popular source of information is someone’s mother or mother-in-law. These sources advise based on how they did it, or how their sister or aunt did it, and so forth. There’s no guarantee that the information the parents receive is authentic or credible. It’s all based on lessons from past experience, which I’m not belittling at all, but we are now faced with problems that our mothers and grandmothers didn’t have to deal with back then. That’s when we realized we wanted to offer something that would help mothers manage their lives accompanied by practical, tested and proven advice such that they can spend the time they need focusing on their families.
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