WoW Woman in FemTech I Arianna Radji Lee, founder of Pachamama
Arianna Radji Lee is the founder of Pachamama, a digital platform that informs, inspires, and connects women in their fourth trimester and beyond.
Launched in November 2019, Arianna has helped a growing network and community of mothers feel less isolated and more supported during the pandemic, through online events, courses, workshops, and podcasts, by providing direct access to experts on subjects that matter most to parents.
Arianna’s passion for community and value for expert knowledge comes from working in corporate events for over 10 years, with experience across the tech, beauty, marketing, and insights industries. Arianna is also a former spinning instructor, where she gained valuable knowledge in the importance of women’s health and well-being, and the power of community.
Arianna spotted the need for a more modern, mother-focused, democratised approach to postnatal care, before becoming a mother herself. Through Pachamama, she aims to provide a centralised place for women to gain access to expert care, content, and community throughout one of the most significant transitions of their lives.
A born and bred Londoner with Persian heritage, Arianna lives in North West London with her hubby, and they’re expecting their first child later this year.
Arianna, tell us a bit about your background and your projects so far.
The idea for Pachamama was sparked back in 2018 when I was a spinning instructor and thought about setting up a postnatal fitness studio with an on-site crèche after getting a number of my riders telling me they didn’t know where to get expert postnatal fitness advice nor did they know of a safe place to do it.
But after speaking to a lot of mothers and doing a year of research, I quickly realised that it wasn’t just postnatal fitness that was lacking, but postnatal care in general. A common thing I kept hearing was that there is so much support, information and access to healthcare professionals during pregnancy, but once the baby arrives all of that attention shifts onto the baby, and the mother is often left on her own with very little support.
So I planned on setting up a club where women could not only get access to postnatal fitness classes, but also book appointments with women’s health practitioners, attend talks by baby and toddler experts, and meet other mothers to gain confidence and feel more supported in their new role.
After a series of successful pop-up events in January 2020 however, the global pandemic hit, and the business pivoted online. Pachamama is now a totally digital platform, providing educational content and access to expert care in all things pregnancy, motherhood, and more.
The last year has taught me that access to specialised care is key, particularly for first-time parents, and that has led to the launch of our 24/7 text support service, Pachamama On Hand.
How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?
I definitely feel as though my background in events has helped massively in getting Pachamama off the ground. I’m really comfortable researching experts, delivering information, and building a community. But I never thought I’d end up in the ‘tech space’. The business is currently served on a number of different platforms (WhatsApp, Zoom, Instagram, etc), but one day I’d like to create a centralised platform to bring all aspects of the business together in one place.
I have no previous experience in start-up life, healthcare, or tech, so each day comes with a number of questions and challenges that I need to navigate alone, as a solo founder, which is incredibly hard.
How long did it take you to be where you are now? What was the biggest obstacle? What are the challenges of being in the industry you are in?
It’s taken 18 months for the business to get to where it is today and for the focus to be clear in my mind: that is it about building a digital platform for parents with direct access to experts. The biggest obstacle I face on a daily basis is working alone. I thrive when I’m around other people, and setting this business up solo, during a pandemic has been extremely challenging.
I think one of the biggest challenges I face now that I’m entering the health-tech service space, is standing out from the crowd. There are so many brilliant businesses that are doing something similar that have already built their own platform and are delivering content to a growing number of subscribers. I know I’ve built an incredible service, it’s just about getting it in front of the right people, getting them to use it and then going out and seeking investment. Like for all small businesses, I think, marketing is a real challenge!
What are your biggest achievements to date?
Having a business that’s still standing a year after its launch! On a more personal level, for me, it’s been incredibly humbling to know that I’ve helped so many women feel more connected and supported, particularly those who became first-time mothers during the pandemic.
What are the projects you are currently working on?
Pachamama On Hand is the main focus of the business for now. My goal is to get to a certain number of subscribers to show that there’s a demand for the service and good usage of the product. Then go out and seek investment to help scale and eventually build my own platform.
Is the #WomenInTech movement important to you and if yes, why?
Absolutely. There’s a reason why there is still so much lacking when it comes to supporting women in so many different industries and sectors. Half of the world’s population is not being represented, which is crazy, especially when it comes to areas of our own health! The more women we have involved at the start, the more we can help shape a better, more balanced world for everyone.
What will be the key trends in your industry in the next five years and where do you see it heading?
I think that democratising access to healthcare will be the next big thing. This will cover all aspects of women’s health from fertility and menopause, to periods and postnatal care. And I hope Pachamama will be a massive part of that.
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
Just. Keep. Going. There will be times when you want to give up. Embrace that, it’s normal. There are times you’ll question everything you’re doing. Just go for it. If something doesn’t work, you’ll adapt. Oh, and be patient. I expect results immediately. Things take time to test and grow and learn from. Give yourself that time.
Who are three inspirational women in your respective industry you admire?
Michelle Kennedy - Founder of Peanut
Sara Campin – Founder of The Nourish App
Binky Felsted – Founder of Bloss
Find out more about Pachamama on their website.
Follow Pachamama on Instagram and Facebook.
This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder, and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship, and diversity. Follow Marija on Twitter @MarijaButkovic and read her stories for Forbes here.