Name: Petra Kassum-Mutch
Business: Eve-Volution Inc.
Location: Toronto, Canada
Industry: Media & Publishing
Reason for starting: After my last business sold, I decided to take a break from entrepreneurship for a while and actually try my hand at a job again for a while. After some time running a university start up incubator and serving as Entrepreneur in Residence at others, I became increasingly frustrated with an innovation eco-system that clearly did not serve women* entrepreneurs well, especially if they were pursuing what I call “Middle Kingdom” ventures.
Middle Kingdom ventures are highly innovation and growth oriented, but focus on applying and adapting new technologies versus inventing them. I also noted that media coverage presented a VC fueled and Marvel Comic super hero view of the world of entrepreneurship—a world many women* (gender expansively defined) simply did not relate to. They wanted to see their approaches to venture development championed and their stories told. So I started a digital publishing and trans media company, www.Liisbeth.com, to do just that.
How do you define success? Simply, a bias-free innovation eco-system that supports a broader range of industries and approaches to venture creation and growth. We would also love to see 10,000 or subscribers supporting a move in this direction.
Biggest success: We are most proud of the number of amazing writers and creators we have been able to attract to write for our publication. We are not anywhere near profitable yet. I believe in the “Slow Growth” model and while I may take on a strategic investor at some point, we are not ready yet. I am very proud of our ability to have bootstrapped it to this point.
What is your top challenge and how you have addressed it? I have a lot of experience in creating and growing ventures. So I know the drill in starting up. However, determining the right type of digital publishing model that will work best for us and our market has been a journey of iterations. We are still trying things, and learning from them.
Who is your most important role model? Catherine the Great. She forged ahead despite incredible obstacles (including attempted murder!) and changed a country.
Edited by The Story Exchange