Nyfasi, founded by Youmna Mouhamad, alleviates the pain that people with textured hair experience while taking care of their hair. Their patented detangler enables smooth application and distribution of hair care products such as conditioner, leave-in products, and mousse. It addresses a common hair problem that currently has no solution.

Discovering MSDUK: The Path to MSDUK

When I applied to the MSDUK Accelerator, I thought back to how I discovered MSDUK. I was introduced by two diverse founders who recommended it for connecting with potential buyers. My long-term dream is to have Nyfasi in corporations like Superdrug and Boots and they told me that MSDUK is the right place to connect with buyers who are looking to bring diversity into their supply chains. I was a finalist in the 2023 MSDUK Innovation Challenge, which was an amazing opportunity, and I walked away as the Category Winner for the Innovation Pioneers category. Following this, I knew I needed to expand my entrepreneurial knowledge to achieve my long-term goals.

Joining the programme was an opportunity to understand more about procurement and the supply chain because, with a background in science, I had very little knowledge in this area. The experience was great yet intensive, and I walked away knowing much more than I did before starting the programme.

Gaining Insights and Building Skills: My Learning Journey with the MSDUK Accelerator

Module 1: Customer Discovery and Validation was the most insightful for me. I had to undergo a total mindset shift, stepping into the space of my customer. While challenging, this module was impactful because I now understand what it means to speak to a buyer. The Capability Statement Workshop led by MSDUK was also very informative where I learned what a capability statement is and how it is used. This knowledge will change how I interact with potential buyers and ensure that Nyfasi’s offerings are thoroughly communicated. I also enjoyed Module 4: Sales and Communication because sales can be a difficult area to navigate. The facilitator presented it in a way that emphasised understanding the customer’s needs rather than forcing them to buy. Creating a clear sales message for Nyfasi was a powerful activity and is now an ongoing process, thanks to this module. I’ve started using these learnings when applying for grants and speaking to people.

The Entrepreneurial Finance Workshop was another highlight. It was explained in an accessible way for someone who doesn’t usually deal with finance, and I plan to revisit it. As a result of several things, I’ve had a real mindset shift. My customers are extremely important, and I need to engage more with people who understand the problem I’m solving, especially those from minority backgrounds and their networks. Additionally, engaging with the programme community was also great and necessary. It can be overwhelming sometimes as a founder but getting together with everyone and hearing each other’s wins was inspiring.

Demo Day: Showcasing Nyfasi

Being one of the ten businesses pitching on Demo Day was exciting because, for me, pitching is a way to convey what I believe in. This pitch included new elements for me, such as the history of textured hair products and the logistics of my product. The follow-up was amazing, leading to people seeing demos of my product and conversations about potential collaborations in content creation, networking, and meetings. I also caught up with one of the IC judges from the 2023 Innovation Challenge and he recommended me to take part in a programme that is being run in the United States. However, the highlight of my day was listening to the other businesses pitching and seeing every founder’s personality and style on stage. The diversity of businesses, personalities, and pitching styles was refreshing and an ode to diversity and authenticity.

Youmna’s Biggest Takeaway: Building Relationships

My biggest takeaway from the programme is to see corporate buyers as individuals with their own goals and targets. They deserve conversation to understand their needs and how we can bring them on board. They are not just gatekeepers to the world of supplier diversity but our cheerleaders.

Reflecting on the Journey: From Innovation Challenge to Accelerator

Both the Innovation Challenge and the MSDUK Accelerator have provided access to valuable networks over the past year. I’ve pitched in front of hundreds of people, including corporate buyers and business leaders. While opportunities may not arise immediately, these events are significant. MSDUK has introduced me to a large network and a platform to showcase my product, helping me understand how to work with corporates. I look forward to continuing to use this platform.