Founder Spotlight: Deborah Somoye
Introducing Deborah Somoye, the dynamic CEO and Co-founder of Tisume. From excelling in basketball for over a decade, representing England, to exploring her creativity in poetry and ventures during university, Deborah’s journey is a captivating blend of sportsmanship and entrepreneurship.
Transitioning to the corporate realm, she served as an Executive Assistant in consultancy and fintech, gaining invaluable insights into startups through roles in Curve and Bolt. Today, Deborah’s multifaceted background propels Tisume’s success, embodying the seamless integration of sports, creativity, and business leadership.
Join us as we delve into the inspiring story of this extraordinary entrepreneur.
The Tisume Journey with CEO Deborah Somoye
I’m Deborah Somoye, the CEO and Co-founder of Tisume. Our name originates from the Yoruba phrase ‘I’m tired’ — O Ti Sume, inspired by the exhaustion of finding a reliable stylist. The idea sparked on my 25th birthday when a stylist cancelled, forcing me to scramble on Instagram for a replacement. The struggle to identify a good stylist, their location, and pricing resonated with many, leading to the creation of Tisume.
Recognising a widespread problem, we curated a platform to address the challenges of finding reliable stylists. As the product evolved, we made strategic pivots, realising the significant problem-solving potential. Drawing from my previous experience at Curve (fintech), I gained insights into the startup environment, learning from both successes and failures. Armed with purpose and vision, the idea of running a startup felt not just plausible but essential.
Transformative Growth: Tisume’s Journey with Foundervine x Barclays Black Venture Growth Programme.
Being a part of Foundervine’s Black Venture Growth Programme in partnership with Barclays, has truly transformed Tisume. Although achieving the milestone of building version one in 2021 was significant, it often felt like progress was stagnant, with constant rejections from various programs making the journey challenging.
Since joining the Black Venture Growth Programme, Tisume has experienced rapid business maturation. Engaging in masterclasses led by world-class professionals has refined our decision-making processes and significantly boosted our confidence. The invaluable network and community we’ve acquired have made this journey as a founder less solitary, with each member bringing depth and expertise to their respective fields.
Deborah’s most significant challenge as an entrepreneur
One major hurdle was the search for talent. In the early stages, my co-founder, Michael, and I handled all the responsibilities. However, as the business expanded, outsourcing became essential to drive growth, posing the challenge of finding budget-friendly talent.
The journey was riddled with issues, particularly with developers who made promises but couldn’t deliver. Rectifying these errors incurred additional expenses. Throughout 2021 and 2022, we invested substantial time, navigating these challenges. The silver lining emerged in 2023, as the experiences shaped a clear understanding of our needs.
Taking matters into our own hands, Michael and I meticulously designed our user journey and thoroughly researched, trialled, and tested every aspect of the new website. This hands-on approach left no room for misinterpretation. Gratefully, these early challenges paved the way for the exceptional team we have today.
Is there anything you wish you had known before starting up?
Pivoting — The initial vision you start with may not always align with the eventual reality. It’s crucial to recognise that every step is a lesson, and what may not work today serves as preparation for tomorrow. Embracing the ever-evolving nature of your business and letting go of preconceived notions can be challenging. However, by paying attention to data and metrics, you’ll genuinely address and solve problems.
Filtering out the noise — As a founder, you’ll encounter a multitude of opinions. Michael and I used to find ourselves overwhelmed by conflicting advice, often contemplating a complete overhaul of our roadmap or business plan.
It’s vital to discern when advice is relevant to your situation. While everyone can offer input, no one should understand your market, demographic, or vision better than you. Standing firm on your decisions is crucial for the success of your venture.
Highlights and Achievements Along the Journey
- Our participation in the inaugural Black Venture Growth Programme, with Foundervine and Barclays, stands out as a significant milestone.
- In July, we received an invitation to pitch at the Black Women in Tech x Accenture Competition.
- August brought another opportunity as we were invited to pitch at the GTA Voices in the Shadows Festival.
- The pitch competitions were monumental for us, as we tirelessly sought advice, iterated on our pitch deck, and eventually, it all came together. Successfully pitching once opened numerous doors to exciting opportunities.
- December marked a pivotal moment with our first successful fundraising, reaching 20% of our initial goal. This achievement allowed us to assemble a skilled development team and a marketing team, gearing up for a revamped version set to launch in March 2024.
Top Tips for Entrepreneurs Struggling with Structure
For those grappling with organisational challenges, here’s a key piece of advice: Read, read, and read again. Running a business is undeniably challenging, but there is a wealth of literature offering valuable insights into the structural foundations that businesses should adhere to.
One standout recommendation is “The Personal MBA,” a personal favourite that served as our guide through its step-by-step approach.
Additionally, participating in masterclasses within the Black Venture Growth Programme revealed a synergy with the book’s topics, albeit at a more advanced level. This alignment is not coincidental; the principles and messages conveyed remain consistent.
The key is to follow a structured approach, revisiting and refining your organisational framework. Over time, adhering to a proven guide, such as a reliable book, will help your ideas take shape in the right direction.
Do you have any specific requests or contributions you’d like to make to the Foundervine Community?
We aspire to give back to a community that warmly embraced and prepared us for the next phase of our journey. Founding a business can be challenging, but with the right support, it doesn’t have to be daunting. Our experience with Foundervine has been inspiring; every individual in the program exudes leadership, and there’s a wealth of knowledge to absorb. If we can share this inspiration with the next generation of entrepreneurs or cohorts, we would be sincerely grateful.
