We were lucky to catch up with Bukola Somide recently and have shared our conversation below.
Bukola, looking forward to hearing all of your stories today. What were some of the most unexpected problems you’ve faced in your business and how did you resolve those issues?
When there is a will, there is a way. Although, I did not have prior experience manufacturing a doll from scratch, I had so much confidence that I could do it because I was purpose-driven. My ‘why’ was the transformational impact young minority girls could experience by seeing a doll that looks like them and helps to spark their interest in Computer Science. All I needed to do was to steward the project, and find the resources and expertise to produce my vision. In 2018, I initially enlisted the assistance of a toy development company (a middle-man) but the prototype did not meet my expectations after much effort, and the initial unit cost was too high. In spring of 2020, I knew it was time to find a direct factory overseas, cutting out the middle-man entirely.
Starting over again was not an easy decision but it was necessary (business-wise) and the pandemic was in full swing by then. It took a total of 3-years and five prototypes to complete the manufacturing process to my satisfaction. I felt burnt-out and wanted to give up many times. I faced issues with language-barriers and delays due to mediocre efforts by one of the factory’s project managers. What kept me going were my customers. I had pre-ordered sales since 2019 but it was 2021 and the dolls weren’t manufactured yet. I increased the frequency of my communication with my customers. Transparency about the progress and some of the challenges faced during development but still being hopeful was key to effectively manage my customers expectations.
Also, I offered 100% money-back for those customers that could not wait any longer but thankfully there were many that opted to wait on the successful production of their “Somi, the Computer Science” doll instead. It was a much needed reminder of my ‘why’ and an energy-boost that I wasn’t simply producing this doll for myself but for them; the customers that will benefit from the transformational impact. This is what kept me pushing through and not accepting anything less than excellence. Eventually, it was time to transport the dolls from overseas to the United States. Due to the pandemic, in 2021 – there was a backlog of cargo stuck at the ports. I am a woman of faith so through prayer and a Direct-to-Door delivery service, I was finally able to receive the Somi dolls in the fall of 2021. This project officially started in fall of 2018 but was realized in fall of 2021 due to a clear purpose, my ‘why’, resilience, perseverance, courage, support, and my faith.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I am Bukola Somide – Founder/CEO of Innovant Technologies. My background is in Computer Science (CS). Having worked in IT industry for about two-decades, I was often the only Black woman on the Software Development team. There is a need to increase the number of girls (especially Black girls) interested and thriving in Computer Science (CS) positions. Recent CS Education Gallup survey shows that only 9% of girls compared to 22% of boys perceive CS as very important which is a trend that has relatively remained the same since 2016. Also, by the age of 14 many girls (esp. Black girls) would have lost interest in STEM.
Our independent research depicted that some minority girls perceived learning CS as boring, too complex/intimidating, and/or lacked relatable mentors. Underrepresented Elementary age schoolers need accessible Computer Science educational solutions that is fun, easy-to-understand, interactive, and relatable to help engage, inspire, and boost their confidence so they could aspire to become STEM innovators. In this fast-paced digital age, parents and teachers that lack a background in technology are increasingly being tasked with having to introduce basic CS concepts to their students/children. They would benefit from having more quality supplemental CS educational resources that is accessible to the public.
So, I created the award-winning innovative EdTech solution brand, “Somi, the Computer Scientist®”. This is a Computer Science edutainment solution to spark the interest and boost the confidence of underrepresented children to thrive in STEM. Spearheaded by the fictional character Somi [pronounced shaw.me], who is intentionally created to be a relatable young 8-year old Black girl who is smart, beautiful, humorous and curious to learn about fundamental Computer Science concepts in a fun way. Based on feedback from parents, teachers nationwide, and the multiple major media features, our current “Somi, the Computer Scientist®” products are making a big impact: Somi doll, “Princess Can Code” storybook, CS Activity Book for Girls & Boys. For greater reach and transformation, we aim to create a series of animated edutaining cartoons that could be leveraged in the classroom and at home.
The main benefits and value proposition from our solution are:
1. Motivate a girl to aspire to innovate within a STEM discipline
2. Increase a child’s knowledge of fundamental Computer Science (CS) concepts which gives them a sound introduction
3. Boost a girl’s confidence so they believe in themselves
No more boredom, confusion, or lack of relatable mentors! This is STEM learning reimagined for underrepresented children everywhere.
I am most proud of being honored with the EXCITE Innovation of the Year 2022 award by CodeCrew (a valued recognition from CS education industry), and of the feedback I get from parents/teachers confirming the increase in their child/student’s interest in learning Computer Science. One parent going as far as saying that I may have just created another Black female engineer.
How did you put together the initial capital you needed to start your business?
In 2019, I took a bold step to start a crowdfunding campaign on Kickstarter to raise the funds needed to manufacture 1,000 dolls. However, I needed a plan B if the campaign failed to reach it’s goal of $40,000. My plan B was to pull the funds from my 401K and invest it into my dream because I believed in it so much. And that is what I had to do – even after receiving a few preorders, it wasn’t enough. I needed to execute my plan B. This is not just a business, this is purpose for me. I believed the return-on-investment (ROI) would be worth it and even if it failed, I could rest assured that I wholeheartedly tried my best. No regrets!
What’s worked well for you in terms of a source for new clients?
The best source of new customers for my business is via paid Facebook Ads that help to generate organic traffic (free advertising). The key to an effective Facebook Ad for me was to ensure I narrow down my target location to key states with a high population of Black people. The Ad copy needs to capture the attention of the intended audience (e.g. Want a girl interested in STEM?) and the image used needs to be nice and shareable (this is the key to free organic traffic). I found that the audience was more comfortable sharing an image of me, a Black woman, than an image of a little Black girl holding a doll (they may like the Ad but they won’t share it to their pages).
Contact Info:
- Website: https://innovant-tech.com
- Instagram: https://www.instagram.com/innovant_tech
- Facebook: https://www.facebook.com/innovanttech
- Linkedin: https://www.linkedin.com/company/innovanttech
- Twitter: https://www.twitter.com/innovant_tech
- Other: TikTok: @SomiTheComputerScientist
Image Credits
The first image of me, the creator, wearing a purple Somi shirt while holding the doll can be photo credited to Kolapo Olakonu Photography. The rest of the photos we own and/or have a consent release form.