A Startup That's Breaking the Glass Ceiling - Sigga Audunsdottir & Dogg Armannsdottir of Inspirally

Sigga Audunsdottir and Dogg Armannsdottir won’t rest until women are equally represented in the world’s major professions. Their glass ceiling wrecking ball of choice? Inspiration! Inspiral.ly is harnessing the power of social media to spread inspiration virally to women everywhere (“Inspire Women + Virally = Inspirally”). But Inspirally isn’t just for women…its stories of courage, moxie, and genius will set anyone’s spirit soaring.

It was our privilege to speak with Sigga and Dogg, Editor in Chief and CEO respectively, at Startup Iceland about their experience creating Inspiral.ly. We discovered they both had other things they could be doing. “It was a decision whether I should abandon a high profile, well-paying job, for something that’s relatively risky and unknown,” Sigga shares. But her vision for a world of equality compels her to focus on Inspirally. “Our aim is to inspire women worldwide. We want women to love themselves even more, and give them courage to do new things.”

We learned that switching careers mid-stream is common in innovation-minded Iceland. Of her own experience, Sigga says, “When I tell people that I’m willing to quit my job as an Editor in Chief of a large newspaper, people are not surprised because it’s just what you do here. …They think it’s fantastic and say, ‘Go on girl!’”

In addition to the thumbs-up from their friends, they’re getting support from the local startup scene. “We’ve been accepted to Startup Reykjavík,” Sigga reveals. “We’ve been one of the ten companies chosen out of a hundred.” She hopes the opportunity will give Inspirally the boost it needs to clear its first hurdle: funding. “We are in desperate need of money, like all new startups,” she says. “We need some angel investors to finance the first phase of our project, which is creating the website and the content.”

“Startup Reykjavík is an accelerated program in Reykjavík taking place in the summer,” Dogg explains. “During that time period we will be finishing the business plan to be able to pitch the idea perfectly to investors.” Dogg has been around this block a few times. “I’ve been involved with quite a few startups. I love challenges.”

Apparently, being Icelandic helps. According to Sigga, “There’s a saying in Icelandic: ‘No matter what happens, we’ll get past it.’ That’s my motto. And we’re a people who don’t take no for an answer.”

We here at Startup Chronicle must side with Sigga on this one: Icelandic entrepreneurs are some of the most determined, focused, and brilliant people we’ve ever had the pleasure to meet. The burgeoning Icelandic startup community gives them plenty of room to thrive. We can’t wait for our next visit to Reykjavík!

You can find Inspiral.ly on Facebook here, and on Twitter @Inspirally.

Underwriter: Promogogo

Interviewer: Thubten Comerford
Article: Eric Inman

Producer: Hrefna Helgadottir
Video Editor: Jacob Curtis

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