The Founder of Mamalette, a social enterprise platform for new mothers, Mrs. Anike Lawal, speaks about the key features of her venture in this interview with IFE ADEDAPO
Tell us something about Mamalette
Mamalette is a social platform where new mothers can access relevant, quality content and network with those going through similar experiences regularly.
It is a platform that offers useful information to new mothers through our online forum, social media platforms, content on our website as well as national and local events.
What inspired you to start the Mamalette?
Before I had my child, I did a lot of research on pregnancy and motherhood, but once I started searching for pregnancy and motherhood from the Nigerian perspective, I realised that I couldn’t find any platform that focused solely on the needs of expectant mothers. I was looking for a platform that had information rich enough for the first-time Nigerian mother like me.
After my son was born, I felt a stronger need to do something about this. That was how this idea was born.
What resources did you start with?
I initially started with my idea and a laptop. I was lucky to have support from family so I did not have to worry too much about not earning a salary.
What has been your most memorable moment as the founder of Mamalette?
In 2015, I met Bono, an Irish musician from the band U2. He came to the Co-Creation Hub, where Mamalette is one of the start-ups in their portfolio of social enterprises. He was in Lagos for his non-governmental organisation, and they wanted to discuss issues concerning women and his organisers requested that I attend the meeting.
As soon as he came into the gathering, he came to me and shook my hand. This is Bono who when I was at the University of Ireland, I could not even afford to go to his concert. I had to go to the top of a building so I could see what was going on in the park where a U2 concert was happening. And then he came to Nigeria and I met him. That was a very memorable moment for me.
What is a social enterprise and what does it take to start one?
A social enterprise is a company which core mission is to benefit and improve society either via the community or the environment. However, unlike a charity, it is still a business looking to run and grow independently and make a profit.
While the definition of a social enterprise is constantly developing and evolving, it can be more or less identified as a business that generates its own income through pursuing a good cause. In my opinion, starting a social enterprise takes a lot of planning to begin with. You also need to invest time and some money. Depending on the type of enterprise, you may need to invest a lot more money than you actually bargained for.
How did you create awareness for Mamalette?
Mamalette has grown largely through word of mouth. Our users tell their friends, colleagues and family members about us and what we do. We are extremely lucky to have loyal users on our platform.
What are your present challenges and how do you tackle them?
Mamalette has grown rather organically, now we are looking for funding to grow our audience into a larger one. We are reaching out to partners that can help us do this.
What expansion plans do you have?
Right now, we have a national event called Mamalette Live! Mamalette Live! is an event that caters to young mothers and mothers-to-be. We bring together experts as well as new and experienced mothers. Here, mothers get to learn ways to improve their lives and make informed choices. They also have the opportunity to network with women who are going through similar experiences as they are.
We held our first event in November 2015 with over 500 women in attendance. Our next events are scheduled for Abuja, Port-Harcourt and Lagos. We hope to reach out to more women in various cities around Nigeria in the coming months.
What business opportunities have opened up through Mamalette?
Business opportunities are opening up gradually and we are taking them one at a time.
What impact has it had on mothers/subscribers?
I recall a user telling me at our last event, Mamalette Live, how she spoke to a woman who she saw crying. The lady was a new mum and she says it was the first time she was going out of her house for an event since she became a mother and how this made her feel whole again.
In a testimonial by one of our users, Tinuade Funmilayo, she says, “Everything about Mamalette is not a waste…. I love the problem-solving skills they provide, giving everybody access to share whatever is bothering them no matter how silly it is.”
Another user, ’Grace Kwaya, says, “I so much love Mamalette because at least women have a family to share their problem with, which they can’t share with their husband or family.”
These are just few examples among thousands of things Mamalette has done and is doing for Nigerian women.
What is your educational background?
I am extremely lucky to have attended three of the best universities in Europe and in the world. I started my education at Grace Schools, Gbagada from the age of six weeks and I studied there until I was 16 years of age.
I later left for Ireland after finishing secondary school and studied for a degree in Business Studies and French at Trinity College, University of Dublin.
I also did Master in Business Administration at the prestigious ESSEC Business School in Paris, France, one of the country’s best schools.
After one-year national service, I went on to study for a Master of Science in Law and Accounting at the London School of Economics in England.
My education and unique experiences have shaped who I am today and my world view.