Flamaid

Case Study

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Is ending street harassment possible in today's world?

introduction

Flamaid, founded in 2023 by the visionary Julieta Rueff, operates at the intersection of social entrepreneurship and innovation, aiming to address the serious issue of women's safety in public spaces. With a profound commitment to empowering women and catalysing a shift in societal paradigms, Flamaid strives not only to ensure women's safety but also to contribute to the broader transformation of prevailing systemic challenges.

Julieta Rueff, a young entrepreneur with a background in Marketing and International Business, embarked on her inspiring journey to create Flamaid after being deeply moved by the alarming amounts of sexual harassment women face in society. Motivated by her personal experiences and fueled by a fervent desire to make a meaningful impact, she set out to develop a solution that not only serves as immediate assistance but also symbolizes a steadfast commitment to a safer future for all.

Flamaid's flagship product, a portable personal safety gadget, exemplifies the company's commitment to quick assistance while also representing its larger vision for societal reform. Through innovative solutions and unwavering devotion to women's safety, Flamaid stands as a beacon of hope and resilience, aiming not just to alleviate the symptoms, but to contribute actively to the cure of deeply entrenched societal issues by providing education.

PROBLEM

The pervasive issue of violence against women, compounded by systemic sexism and cultural norms, poses a significant challenge globally. In Spain, verbal abuse, involving inappropriate, offensive, and humiliating remarks, is the most prevalent type, making up 53% of incidents. Additionally, physical abuse, such as unwelcome touching and inappropriate actions, constitutes 44.9% of reported cases, with healthcare workplaces being particularly affected. Unwanted sexual advances and requests for sexual favours are reported in 6.4% of instances.

+ INFO

Problem

According to a comprehensive study, a staggering 80% of women have endured instances of sexual harassment in public spaces. In this context, the imperative for effective safety measures becomes even more pronounced.

A critical societal challenge we grapple with today is the wide-ranging gap in education concerning the issue of sexual harassment. This gap spans from families to governmental institutions, creating a void in awareness and understanding. One significant aspect is the insufficient visibility given to the pervasive harassment women face.

Question for Discussion:

Problem

Flamaid recognized the need for immediate action to address women's safety concerns, acknowledging that systemic change would take time. Flamaid's mission is not only to provide a temporary solution but also to raise awareness and contribute to long-term societal shifts.

"Wow, that guy whistled at me on the street, I'm going to give him my number, " no one ever said.

Why is something as simple as getting home a privelege?

Through powerful digital storytelling that combines product marketing with conversations about women's safety, Flamaid actively increases awareness. Individuals are empowered by working with organizations that support women's rights and via educational programs. The company contributes to policy advocacy, engages in community interactions, and analyzes safety device data to drive societal change. In essence, Flamaid is a catalyst for addressing the pervasive issue of women's safety at both individual and societal levels.

How can communities work together to create safety measures that address the underlying causes of harassment?

Can women feel safe on the streets just by carrying a device?

solution

Flamaid's revolutionary solution revolves around a compact personal safety device designed to stand as a steadfast companion for women on their daily journeys.

alerts emergency service and designated contacts

resembles a grenade

110-decibel alarm

solution

Moreover, Flamaid's innovative device goes beyond just sounding an alarm – it also includes a sophisticated location-tracking feature. Flamaid collaborates with law enforcement by forwarding distress signals to both the user's emergency contacts and the nearest police or alarm reception centre. In the event that the user fails to cancel the signal, Flamaid ensures that the relevant authorities are promptly notified, including the user's GPS location data. The collaboration involves providing timely and accurate information to facilitate a swift response from the police or emergency services.

Importantly, Flamaid is committed to GDPR compliance, safeguarding user privacy and data protection in its pursuit of enhanced safety solutions.

challenges

Despite bootstrapped beginnings, Flamaid encountered multifaceted challenges, ranging from the need for diverse expertise to navigating local laws and regulations in Spain for such innovative products. One of the significant hurdles was the production process, initially relying on 3D printing which was both time-consuming and expensive.

To address these challenges, Julieta Rueff strategically assembled a team with expertise in finance, engineering, strategy, and marketing. Transitioning to injection moulding for mass production addressed cost concerns and durability. Negotiating the intricacies of local regulations required careful navigation. This strategic problem-solving approach showcases how Flamaid overcame a spectrum of obstacles to bring its innovative solution to fruition.

Flamaid tailors its outreach to young women through digital platforms, emphasizing freedom and empowerment. By sharing testimonials and personal stories of women on various social media channels, Flamaid distinguishes itself by crafting a compelling and resonant message. These real-life narratives captivate the audience, driving awareness and adoption of its pioneering safety solution. While initially concentrated on women's safety, Flamaid recognizes the broad applicability of its solution across demographics, including geriatricians, children, LGBT+ individuals, and other vulnerable populations.

The company plans to launch initially in Spain, with future expansion into Latin American markets like Colombia and Mexico. Notably, in Latin America, 34% of women between ages 15 and 49 have suffered, at some time, physical or sexual violence from a husband, ex-husband, partner or former partner, or sexual violence from a stranger, compared to 31% of women globally.

Flamaid charts an ambitious course for future development, envisioning two compelling pathways. Firstly, the company aspires to forge an integrated solution, seamlessly blending its existing personal safety device with a heightened focus on fortifying home security. This all-in-one device will provide consumers with complete protection both indoors and outdoors, increasing their sense of security and peace of mind.

Secondly, Flamaid is focused on leveraging the data it accumulates to provide valuable insights into safety trends and crime patterns. By analyzing location data, Flamaid intends to generate detailed statistics and develop a comprehensive crime map. This map will spotlight areas of elevated risk and identify safer routes, equipping users with the knowledge to navigate their surroundings confidently and make informed decisions about their safety.

Exercise

2. Develop Social Media Concepts and/or Content...

1. Check Flamaid's Social Media.

Do you believe Flamaid's marketing strategy resonates well with its target audience? What could be improved?

Help Flamaid effectively communicate the broader applicability of its safety solution to a new market, e.g. your country, and share them with FoB.

Evaluation

Unlike conventional market solutions focused on personal defence with a fashion touch, Flamaid goes beyond instant assistance. Its cutting-edge technology not only ensures immediate safety but also uses collected data to empower users and take action against harassment.

Flamaid significantly elevates safety levels by incorporating GPS connectivity and immediate assistance features. In emergencies, the device not only acts as an alarm but also pinpoints the user's location accurately, enabling swift responses. This real-time connectivity goes beyond the capabilities of conventional tools, offering users an enhanced sense of security in various environments, both indoors and outdoors.

evaluation

Flamaid's solution isn't confined to national boundaries; It serves as a symbol of optimism that goes beyond geographical boundaries. As the company envisions expansion into the Global market, they are counting on a ripple effect—a flame of empowerment spreading across diverse cultures. The product becomes a bridge, connecting women globally in a shared pursuit of safety. Flamaid isn't just a Spanish solution; it's a global testament to the universality of the challenge and the collective responsibility to address it.

To ensure the development of this ripple effect, Flamaid must seamlessly integrate into diverse global markets. This involves not just introducing a product but actively engaging in cultural conversations, fostering partnerships with local NGOs and authorities, and leveraging media platforms to amplify its message. By becoming an integral part of local discussions and initiatives, Flamaid can extend its impact far beyond the immediate use of its safety device.

evaluation

However, the journey of Flamaid's global expansion is not without challenges. Cultural nuances, regulatory variations, and diverse market demands pose hurdles that must be addressed. Recognizing the distinct ways sexism operates in each region is crucial, considering the varied cultural codes and norms. To effectively overcome linguistic and cultural barriers, localising communication campaigns becomes pivotal, ensuring resonance with diverse audiences.

Sensitivity to the different manifestations of sexism globally is essential for tailoring Flamaid's messaging and features to align with the specific needs and expectations of each market. Navigating these intricacies will be instrumental in fostering acceptance, building trust, and ensuring the successful integration of Flamaid into various regions worldwide. Flamaid serves as an inspiring example by marrying business acumen with a profound commitment to societal change.

About the founder

Julieta Rueff

Currently pursuing a degree in Marketing and International Business in ESCI Barcelona, Julieta's journey began with a realisation of the unmet need for innovative solutions in women's safety. Her dedication to empowering women and challenging societal norms has garnered international recognition, positioning Flamaid as a pioneering force in social entrepreneurship.

glossary

Gender-Based Violence

Prototyping

Social Entrepreneurship

Bootstrapping

Social Innovation

Ripple Effect

3D Printing

Business Strategy

Minorities

Kahoot

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What are the potential challenges Flamaid might encounter in expanding its market presence beyond Spain?

a method of starting a business with minimal external resources, relying on personal finances and revenue generation to fund operations and growth.

a long-term plan guiding an organisation's actions to achieve its objectives. It involves market analysis, resource allocation, and strategic initiatives to gain a competitive edge and deliver value to stakeholders, adapting to changing market dynamics.

harm directed at individuals due to their gender, encompassing physical, sexual, emotional, or economic abuse. It stems from unequal power dynamics and societal norms, disproportionately impacting women and girls in various settings.

developing novel solutions to unmet social needs or challenges. It encompasses creative approaches aimed at improving societal well-being t hrough interdisciplinary collaboration and systemic change, leading to positive social transformation.

“It's like having a house alarm that you can carry with you. Our bold claim is, with Flamaid, you will get home safely and securely.”

Questions for Discussion:

(1) How can Flamaid effectively tailor its messaging and features to align with the specific needs and expectations of different markets, considering the varied cultural codes and norms surrounding sexism? (2) What indicators can be monitored to anticipate the potential impact of Flamaid's global expansion, and how do these indicators provide insights into the evolving ripple effect on a global scale? (3) How can Flamaid address the diverse needs of its target audience, primarily women, while also considering the safety concerns of other vulnerable populations?

"For a long time, I was convinced that Flamaid’s mission was to change the world and women's lives. However, now it is clear to me that we will not solve the problem of sexism or systemic aggression at its roots; we are only now aware that these situations will only change through education. I cannot fix a systemic problem, but I can make sure women survive through it... until it eventually gets fixed. Our mission today is simple; that women get safely back home”

establishing ventures focused on addressing social issues while maintaining financial sustainability. These ventures prioritise creating positive social impact alongside profitability, leveraging innovative business models to tackle societal challenges.

Global Expansion

While providing precise forecasts is challenging, the potential impact of Flamaid's global expansion can be anticipated by monitoring key indicators such as...

• increased product adoption
• media coverage
• collaborations with local entities
• changes in societal attitudes towards women's safety.

Tracking these factors can offer insights into the evolving ripple effect on a global scale.

Street Sexual Harassment

Within the challenging landscape of urban environments, women frequently encounter heightened risks of harassment and assault. The study reveals that Street Sexual Harassment (SSH) is a widespread and significant social issue.

It affects women with a prevalence ranging from 30% to 95%. Younger women are most frequently victimized by such harassment.

Women in the southern French city of Lyon are reportedly facing sexual harassment from men on a near-daily basis. They go without make-up, change their preferred attire, and even avoid certain areas of the city to live their daily lives in peace.

marginalised or underrepresented groups facing systemic barriers based on race, ethnicity, gender, or other identities. Promoting inclusivity and addressing minority challenges is vital for fostering equality and building more diverse and equitable communities.

“This problem with the lack of security that women feel on the streets can only be solved through education, to which I can contribute, but I cannot take ownership. What I can do is provide a patch while the paradigm changes. The truth is... Flamaid should not exist. In a perfect world, we would go bankrupt.”

the process of creating preliminary versions or models of a product, service, or system to test and evaluate its design, functionality, and feasibility. Prototypes enable iterative refinement and validation of concepts before full- scale production, reducing risks and enhancing product quality.

a process of creating three-dimensional objects layer by layer from a digital model. It involves the deposition of material, such as plastic, metal, or resin, in successive layers based on the digital design.

the ongoing and spreading impact or influence resulting from a single event or action, affecting interconnected elements or systems.

Dive into the narrative of Flamaid's mission to redefine safety beyond conventional boundaries. Explore how this innovative solution transcends traditional approaches, offering a fresh perspective on personal security and empowerment.

"FlamAid, an innovative company dedicated to enhancing personal safety through advanced technological solutions, announced the successful closing of its first funding round, totaling €250k".