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what's your why? June 2022

WHAT'S YOUR WHY?

MASHROU3i BENEFICIARIES SHARE THEIR START-UP SPIRIT

Starting up a business takes time, energy and focus. It's also a learning process where success often depends on an entrepreneur's ability to stay inspired and motivated throughout the entrepreneurial journey. In Haw Alech ("What's Your Why?" in Arabic), a social media series produced by Mashrou3i in collaboration with LOOK Media and IFM Radio, we explore that essential, intangible something in start-ups - the energizing spirit that inspires enthusiasm and fosters a sense of purpose. Five young Tunisian entrepreneurs from the country's interior share what motivated them to launch their start-up and the "why?" that drives them through the ups and downs of running a business. Watch their videos to discover the creativity, passion and resilience that has kept them focused on reaching their goals.

NEWFOUND INDEPENDENCE THROUGH A JEWELRY BRAND

Since she was a child, Salwa Khalfa has been inspired by the women artisans in her community, especially her mother and aunt who specialized in making jewelry from the Skhab - a plant of many virtues that the region is famous for. They taught her how to make a paste and extract essential oils from the Skhab plant. In 2021, after a difficult divorce, Salwa decided to start her contemporary jewelry brand "Chamchouma" in Medenine, which soon became a commitment to promoting her region and her family’s inherited handicraft.

"I initially launched my business to overcome my failed marriage and be an active member of society again. Today, I am committed to promoting the "Skhab" plant that our region is famous for and from which my jewelry is made." Salwa Khalfa, Chamchouma (handcrafted jewelry).

resilience - THE KEY TO success

Wajdi Bannouri grew up on a farm in Siliana, a major milk production region, and has been immersed in agriculture since his childhood. However, in recent years milk production has decreased and many small farmers lost their livestock. Despite facing many challenges, Wajdi's love for the region and determination to offer solutions so farmers can return to work led him to launch one of the most important milk collection centres in Siliana.

I don't believe in failure. Every unsuccessful experience taught me a new skill that helped me adapt to circumstances and overcome obstacles." Wajdi Bannouri, Quel Amour (dairy).

A PASSION FOR Tunisia’s biodiversity

Rania Aloui comes from Thbainia, a small village in the mountainous region of Ain Draham in Jendouba. It's beautiful pine forests make it popular among hikers and nature lovers. But in recent years the region has witnessed severe wild fires, land degradation, biodiversity loss and climate change that all threaten the sustainability of the forests. Determined to safeguard the region’s unique plant species, in 2021 the pharmaceutical biotechnology graduate launched Flophoria - a nursery for medicinal plants.

"I consider the mountain in our region to be a national heritage because it has many varieties of plants that do not grow elsewhere. As inhabitants of this region, it’s our responsibility to protect and promote it." Rania Aloui, Flophoria (nursery).

A SUSTAINABLE BUSINESS CREATED IN LOVING MEMORY

After the death of his mother, this young engineer wanted to honor her memory through a project that would promote sustainable development in Tunisia and also job creation in his home region, Sbeitla. In 2021, Seifeddine Hamdi, with the help of his brothers, launched the "Najia Foundation", an activated carbon production unit. The business already provides employment to 7 people, supporting their families and financing their households.

I named my foundation after my late mother and hired my family to work with me, so that "Najia Foundation" continues to bring us together and support us as our mother did." Seif Eddine Hamdi, Najia Foundation (activated carbon production).

PROMOTING THE WELL BEING OF children and adults

In 2018, Hasna Betiti launched El Hour - a specialized centre for children and adults with physical and cognitive disabilities. Located in Zaghouan, the centre offers multidisciplinary care in psychotherapy, occupational therapy, speech therapy and special education tailored to the needs of each patient, helping to strengthen their well-being and integration into society.

El Hour center brings together my love for pyschology and my love for helping people in need." Hasna Betiti, El Hour (center for therapy and personal development).

ABOUT MASHROU3I

Mashrou3i (‘my project’ in Arabic) is a joint project of the United States Agency for International Development (USAID), the Italian Agency for Development Cooperation (AICS), the HP Foundation and UNIDO. Mashrou3i fosters youth entrepreneurship in Tunisia and supports the creation and growth of enterprises. The project combines UNIDO’s on-the-ground experience supporting beneficiaries in the creation and growth of small businesses, its working relationships with Tunisian partner organizations and HP’s Learning Initiative for Entrepreneurs (HP LIFE) programme, which consists of free online courses covering basic business, IT and entrepreneurship skills. Stay up to date on all Mashrou3i's project activities and latest entrepreneur success stories by exploring our website and following our social media pages (Facebook, Twitter and Instagram).