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Women on Top in Tech – Viola Llewellyn, Co-Founder and President at Ovamba Solutions Inc.



(Women on Top in Tech is a series about Women Founders, CEOs, and Leaders in technology. It aims to amplify and bring to the fore diversity in leadership in technology.)

Viola Llewellyn is the Co-Founder and President of Ovamba Solutions Inc. Ovamba is an Emerging markets focused marketplace funding and investment platform. She and the leadership of Ovamba bring an unparalleled understanding of the African market and its nuances to a global audience of institutional investors. Her experience with frontier markets has given her insights into the best way to integrate all players within Africa’s formal and informal banking landscape, and tailor opportunities to Western investor expectations.

What makes you do what you do?
The problem of Access to Credit in Africa is old and never seems to be solved.  We get asked all the time, “How come no one else is doing what you are doing?”  I do this because it needs to be done.  I hate to be mediocre.  Making these changes the lives of “billions” not millions of people.  It is our problem to solve, and they are OUR solutions to create.  We are Africans!  This is our time.

How did you rise in the industry you are in?
Almost by accident, but when I look in the rear view mirror, it is clear that this was always going to happen.  I came from a solid IT/HW background at IBM, I have been in advertising & communications, and I had been in alternative finance.  I have also been in consulting with BearingPoint, Rothschild & KPMG. I know how to communicate a concept and simplify it for acceptance.  I followed the path of problem solving and got to work with some great people.  When I met my business partner, Marvin Cole, we found that we saw the world and Africa in the same way.  Throughout my career, there have never been many women doing what I do, let alone black women. I “rose” by finding the hardest problems to solve and being functionally unaware of the difficulties or the barriers to success!

Why did you take on this role/start this startup especially since this is perhaps a stretch or challenge for you (or viewed as one since you are not the usual leadership demographics)?
This is true.  I don’t have an answer other than that, I had no idea that I should NOT do this.  Many women are in this position, especially when they are young.  We have an outlook that anything is possible, we have not learnt to ascribe to roles defined by others.  My father raised me to believe that I was always more than good enough.  I am not interested in being contained and ordinary life is not interesting!

Do you have a mentor that you look up to in your industries or did you look for one or how did that work?
I seem to have absorbed mentorship either indirectly or “stealthily”! Mostly from previous bosses, Mark Goode, Jack Abramoff, and Robert Sheahan.  And then there are those who I look up to such as Jack Ma of Alibaba, Richard Branson, Tim Ferris, Industry colleague Martha Mgendhi-Fisher of the European Women’s Payments Network, Batman, my parents, Shannon Billings, and especially my sister-in-law, Chandra Llewellyn, especially her!

How did you make a match if you and how did you end up being mentored by him/her?
I have an unconventional approach to mentoring.  I NEVER ask for it. I take it. Everyone I have mentioned has been a very specific help/mentor/support for me. The proximity of working together and getting along is basis enough. You go from there.  Formal mentoring relationship are not convenient to me because they become stiff and unnatural. I like the flow of a trusted relationship and knowing that someone is rooting for me because they believe in me, and in return, I respect and enjoy watching them succeed in the paths I wish to follow in.

Now as a leader how do you spot, develop, keep, grow and support your talent?
I have had to get VERY creative.  Africa not only suffers from a Brain Drain, but the curriculums are hand-me-downs from outdated colonial models.  This means that unless people like me, Marvin Cole, Nicole Anderson, Roland Fomundam of Greenhouse Ventures, Adeline Sede of FabAfriq or Anrette Ngafor, Director of Nacho College in Cameroon and many others don’t buck the system and augment the learning curve of our employees, it would be so difficult to hire and nurture talent!!  Don’t get me wrong, Africa is TEEMING with amazingly talented people who need to be shaped and be given an outlet for their creativity and business skills.  I have to hire people using elimination tactics and test for emotional and creative intelligence.  We are problem solvers.  We need rebels and pushers to ask questions and press for answers!  Because we are a startup, things are always changing.  Most who make the cut to work for Ovamba (and that includes interns from global Ivy League Universities) find that they have to grow and evolve quickly otherwise they won’t make it to the next pivot!

Do you consciously or unconsciously support diversity and why?
I consciously and deliberately support diversity.  I look for it where it is banished.  I create roles and opportunities for it and I fight for it.  Not just on gender, but also on the forefront of disabilities, etc.  We were told not to hire someone because he had polio – he is still one of our best hires!  We were told not to hire a pregnant woman – she has risen to be a leader!!!  I have had to fire men who treated women poorly.  I have had to stand up for myself when discriminated against.  It just so happens that I am one of only 20 women in the USA who has ever raised more than a $1million for a tech startup.  I have been told “No – you are black”, “No – we don’t like Africa”, “No – you are a woman”, “No – we prefer charitable ventures”.  With these experiences, and seeing what young women in STEM, finance and other walks of life go through, I HAVE to stand in the gap.

What is your take on what it takes to be a great leader in your industry and as a general rule of thumb?
You lead from the front.  You push from the back.  You fail forward with your team, you use your leadership platform to raise others.  You create a winning culture by helping others be the best that they can be.  You make tough decisions, you publicly admit when you are wrong.  To be a great leader you MUST have a vision.  You must commit EVERY DAY to take the team through a rough wilderness and actually help them enjoy the discomfort!!  You must give people a reason to feel worthy and included.  My favorite style of leadership is Captain Picard of the Starship Enterprise – Star Trek.  He admitted in one episode that no matter what, you make a decision.  The team needs a directive.  You might be right or you might be wrong, it doesn’t matter, but you must show strength and commitment in making decisions.  You can always change your mind as the scenario evolves.  My leadership style is strongly rooted in going ahead with very little hesitation and adapting as the situation unfolds.

Advice for others?
I advise that we watch Africa and its burgeoning ecosystem of innovation very carefully.  This will be highly investible.  The recent Black Panther movie is RIGHT ON TRACK!  Africa has a new narrative. Whether the world is ready or not is almost irrelevant.  Women in leadership positions are becoming an undeniable trend.  Hilary Clinton didn’t become President, but she surely moved the agenda forward.  Next on my horizon is a focus on working with the team on new Blockchain technology, bringing tech to agriculture and “Barter-Tech”, raising capital to grow Africa’s Trade sector and develop even more ambitious automation for the industry.  We also have an ambitious Africa expansion agenda.  I want to be a leading architect of the ecosystem for business growth in Africa and change the MBA curriculums in emerging market countries.  I would like to carry out the speaking engagements scheduled for this year and promote the concept of “Technology as the New Democracy”, and open the door for more women to establish themselves as leaders.  I want the world to know that “This Ain’t Your Granddaddy’s Africa.”

If you’d like to get in touch with Viola Llewellyn, please feel free to reach out to her on LinkedIn:

To learn more about Ovamba, please click here.


Science is the Next Big Thing in Startups



From pharmaceuticals to petrochemical processes: Newcomer companies and investors and investors alike are setting their sights on science. How the start-up scene moves beyond the mobile apps bubble…

For the last two years Silicon Valley analysts and venture capitalists are anticipating the burst of yet another bubble. This time, under the risk are the mobile start-ups which constitute the biggest share of the market. Out of 50 companies listed in Forbes’ “the hottest startup of 2015” (by valuation) only six companies are based on innovations in other-than-mobile area, one company provide cleaning services, while the rest are diverse mobile apps.

Meanwhile many products listed can be barely called innovative. A significant proportion of the listed start-ups are texting apps, apps for people search (starting from business partners to life partners) or delivery services. While those services can definitely facilitate one’s life, in general they differ from their predecessors by only a narrower audience.

Many venture investors expect stagnation if not decrease on the markets, which is why they start to transfer their capitals from start-ups offering customers software to start-ups offering specific solutions for existing businesses. Such companies are expected to demonstrate more stability in the near future.

The Market for Mobile Apps Might be Saturated

Back in 2012 a talented entrepreneur could walk into a venture capitalist’s office, say his startup was a mobile-first solution for pretty much any problem (payments! photos! blogging!), and walk out with a good-size seed investment. “That pitch was enough to get going,” says Roelof Botha, a partner with VC firm Sequoia Capital. “It’s not enough anymore.”

“I think investors are bored with investing in another messaging app. And our idea is crazy enough that it might just work. ”, has declared in 2014 Nadir Bagaveyev a founder of a start-up using 3-D printers to make rocket engines. By 2016 the company attracted investors funding sufficient to launch its first rocket.

Pharma and Biotech Start-Ups in High Demand

Currently the most successful science-based start-ups are the companies offering innovative solutions in the field of pharmaceuticals and biotechnologies. It’s noteworthy that despite the previous revelations and even judicial proceedings the list of the most expensive start-ups still includes Theranos, blood analyzing laboratory, whose story did not descend from the main pages of the global leading media from 2014.

It first amazed the audience with its fantastic take-off and then with its collapse. One of the crucial parts of the success story of this start-up is its fundamental difference from the majority of the services produced in the Silicon Valley. Unlike the others, it was not a story of yet another beautiful gadget for communication or mobile app, but the story of the scientific idea which intended to conquer the world.

The great success stories in other scientific areas are now happening on occasional basis. However certain facts allow to predict that the situation is to change soon. One of such factors is growing interest among the big corporations to attract innovative solutions from outside to develop their businesses.

Given the accelerating pace of scientific and technological development of the world, the activities of internal R & D departments are often turn to be insufficient to ensure stable development of innovative business. Outsourcing of the R&D may become the efficient mechanism to stimulate the growth of the company. And high-tech start-up can certainly benefit from it.

Start-Up Technology for the Petro-Business

In December, 2016 world leading companies in the field of gas processing, petrochemicals and chemicals announced their intentions to enforce their R&D capacities by attracting start-ups. 3M, AkzoNobel, BASF, The Dow Chemical Company, DuPont, Henkel, Honeywell UOP, LG Chem, Linde, Sibur, Solvay and Technip together created a global stage for startups and investors.

“The petrochemicals industry can and must rely on the potential of open innovations to facilitate further inventions and implementation of new solutions in all major application areas, from construction and medicine to packaging and 3D printing. Thanks to the participation of international partners, IQ-CHem is now the largest global project within the industry which attracts innovative solutions and provides for their implementation into practice,” said Vasily Nomokonov, Executive Director of Sibur, a company which coordinates the project.

Positive Experience in Chemicals and Beyond

Some of the listed companies have already gained positive experience in working with start-ups which may have driven them to elaborate a systemic approach to attract innovative companies.

At the beginning of 2016, SIBUR and RRT Global start-up reached an agreement to build a pilot plant for isomerization based on RRT Global technologies in Sibur’s Industrial Park SIBUR “Tolyattisintez”. According to Oleg Giyazov, co-founder and CEO of RRT Global cooperation with a large corporation bring significant advantages to his company.

“By cooperation with Sibur we get a huge industrial experience that enables us to develop technologies and solutions better fitted to the market demand. This advantage is often not given due attention, but we, on the contrary, see significant opportunities in it. Currently, RRT Global cooperates with several companies around the world” he said.

Another petrochemical leader BASF enjoys successful cooperation with Genomatica start-up. In 2013 BASF started the production of 1,4-butanediol based on renewable feedstock (renewable BDO) using Genomatica’s patented process and in 2015 the license was expanded to the Asian market.

Unlike traditional forms of cooperation between a start-up and a venture capitalist, a cooperation between start-up and a relevant corporation allows to minimize the risks associated with investing in a potentially promising idea where the key word is “potential” (but not “guaranteed”). While delivering services in the same field as the start-up the corporation gets an opportunity to more effectively and accurately estimate the market value of an innovative idea and to support its implementation.

Structural Changes Ahead: Outlines of A Coming Market

In the short term prospective, possibly in 2017, the global start-up market will face structural changes – both in terms of start-ups professional orientation and of funding mechanism. In the future science-based start-ups will dominate the market and will change our lives at a deeper level than the way of sending a text message or searching the restaurant for an evening meal. To be more concise this is already happening in the pharmaceutical industry, and the other scientific areas are to follow.


About the Author

This article was written by Dominik Stephan of Process Worldwide. See more.

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Callum Connects

Norman Tien, Founder of Neuromath and Early Math Matters



From a young age, Norman Tien, found his passion helping students as a math tutor and went on to translate that into a successful business.

What’s your story?
From the age of 14, I knew I would be in business for myself and started designing my company logo.

Growing up in a poor family, I worked part time while I was in school. That’s when I started tutoring and realised I had a gift to help students “see” mathematics. I delivered good results, and my students started to love math as well.

A turning point was when I was down with dengue fever and I realised I had to grow my business to the next level. I started a learning centre and that was the beginning of Neuromath. The initial years were tough as costs went up while my personal income took a dive. I almost gave up, but I pushed through.

Today, we have 3 specialty math enrichment centres managed and delivered by my dedicated team of teachers.

What excites you most about your industry?
“How to win” has always influenced how I position myself in the industry. I researched the psychology of learning, why some students are so naturally good at math, while others struggled. I managed to find the connection, and have always sought out niches to position myself so I can win.

In the beginning, I fused academic delivery with psychology to differentiate my services. Now I have a good team of teachers fully equipped with a psychological skillset.

In the next evolution of our business, we will incorporate technology into education in order to customise each student’s learning experience based on his or her needs.

What’s your connection to Asia?
I was born and educated in Singapore. One key driver why I started a business was, as a youth, I witnessed how my dad struggled daily as a taxi driver trying to make ends meet.

That said, I am very blessed to be in Singapore and to be given the right education. I see this as a very important factor to my success today.

Favourite city in Asia for business and why?
Singapore – well, for one, most of my businesses are here. Singapore is convenient for business and is very well governed. There are rules and systems that make the entire entrepreneurial journey more secure here. One big plus is the location: Singapore is a hub that allows us to connect to the world.

What’s the best piece of advice you ever received?
船到桥头自然直 –
There is a Chinese saying that when a boat goes near the pier, it will automatically align itself (with the current). It means we don’t have to worry too much, that things will take care of themselves.

A mentor once challenged me: “But who can guarantee you can even reach the pier?”

It is such a highly competitive world we are in, who can guarantee success? This is the ONE question that has been etched in my mind for decades. The Chinese saying always comes to mind when I am positioning, designing and strategizing for my business.

Who inspires you?
Mr. Lee Kuan Yew – The fact that he started ruling the country just like a startup. With limited resources, he was able to find a strong positioning to differentiate his country from the rest of the of Asia. With hardwork and proper planning, he transformed Singapore from a fishing village to a prominent financial hub in Asia.

Because Mr. Lee Kuan Yew positioned Singapore so well, government owned companies, such as Singapore Airlines, have emerged as the best in the world.

His story inspires me, spurs me to understand that success is not by chance but by design – every little step, all the strategies are all planned out. Not at all by chance.

What have you just learnt recently that blew you away?
My business coach, Marshall Thurber, shared with me the power of the “Trim Tab” – a small part of the rudder system in a ship. This Trim Tab, despite its small size, is able to influence the entire ship’s direction by turning it.

This metaphor helped me see that a man can influence the entire world if the right effort is applied. We are now living in an entirely new world, the way we commute with an app on the phone – that’s the power of the Trim Tab at work.

If you had your time again, what would you do differently?
I would embark on the same journey but I would seek a mentor at a very early age.

I have been through many hard knocks along the way, and I definitely could have shortened the learning curve if I had a mentor to advise me on the many aspects of entrepreneurship.

How do you unwind?
Driving down long highways helps me unwind, that’s when I let my mind relax and wander.

I love long distance driving and riding. My wife gave me a Harley Davidson Tourer for my 50th birthday and we intend to embark on riding holidays together in Asia.

Favourite Asian destination for relaxation? Why?
Hong Kong – I love the fast pace and the vibrance of the city. I love the cars there and it’s a very unique and exciting experience for me. And of course, I love the food there too!

Everyone in business should read this book:
One Minute Millionaire – this book highlights the mindset of an individual that is the key determinant for success in whatever we embark on. As long as we know we have a very strong reason why we need to do it, we can do it!

Shameless plug for your business:
I am the CEO and Founder of 2 Math enrichment brands:
Neuromath is a Specialist Math Learning Centre that helps students from Primary 1 to Junior College, empowering them with strategies, skills and a strong desire to learn and problem solve. We use technology to train students to avoid careless mistakes reclaiming 30 marks or more in Math exams and achieve their full potential in math.

Early Math Matters is a premier Mathematics and Cognitive Development enrichment centre for preschool children aged 3-6 years old. Through purposeful play and our renowned EMM approach, we help learners build a strong foundation for problem solving at an early age, and instil in them a passion & love for math that will stay with them for life.

We are actively seeking passionate teachers, entrepreneurs and investors who are keen to grow the education business with us.

How can people connect with you?
I speak regularly at workshops for schools, parents and platforms demonstrating the use of technology for peak performance in education.

Do contact me at

Alternatively, you can connect with me:

This interview is part of the ‘Callum Connect’ series of more than 500 interviews

Callum Laing is an entrepreneur and investor based in Singapore. He has previously started,
built and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder of The Marketing Group PLC. He is the author two best selling books ‘Progressive Partnerships’ and ‘Agglomerate’.

Connect with Callum here:
Download free copies of his books here:

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