the inclusive mask, a feminine success story
At 32, Anissa Mekrabech is a savvy businesswoman. This young woman from Toulouse, with moderate deafness, is the inventor of the inclusive mask. Through her sometimes winding journey, she now wishes that an entrepreneurial success story can be written perfectly in the feminine.
Already particularly recommended since March 2020, the mask became compulsory in all closed places open to the public on July 20 of the same year. A new habit that is much more restrictive for some of us than for others. Anissa Mekrabech has moderate to moderate deafness. And even if she is fitted, she relies on lip reading to facilitate communication. A practice made impossible by the wearing of a surgical or fabric mask by his interlocutors. That’s whenshe imagines the inclusive mask. An idea that would make her a successful young entrepreneur.
From necessity comes need
On April 3, 2020, when Anissa Mekrabech went to her neighborhood pharmacy in Toulouse, she found herself face to face with a masked assistant, behind a plexiglass window, which she could not approach, social distancing requires. “We managed to understand each other, but it was very complicated,” recalls the young woman. A delicate situation which she is not the only one to suffer. “I immediately thought that many other people must have found themselves, like me, unable to communicate because of a simple piece of fabric, and so I thought of a solution “, she explains.
Thus was born the first so-called inclusive mask. This is a mask allowing a transparent window claiming the visible lips. “My first model was made with the means at hand, to test its use”, specifies the Toulousaine. And quickly, a second prototype was born. The fabric used is more breathable and the ergonomics more worked so that the material does not stick to the mouth. Once finalized, the mask is sent to the Directorate General of Armaments (DGA)responsible for approving protective devices.
Beginning of an adventure
Certification in hand, Anissa Mekrabech launches the marketing of her invention on her website. Quickly, her inclusive mask was a great success and the young woman had to find an industrial partner to manufacture it on a large scale, as well as a financial partner to create her business. “But in full confinement, difficult to discuss with banks “, she testifies. “The only one I met did not believe in my project, thinking that the obligation to wear a mask would not last more than three months”, specifies the Toulouse woman.
So she turns to a crowdfunding solution, and has a target of 5,000 euros. Ultimately, she collects 18,563 euros thanks to 400 different donors. A sum that allows him to launch, with his two partners, the company ASA Initia (initials of the first names of the three founders Anissa, Souad and Aïda) in May 2020. “When I think about it, it’s a real gamble”, she confides. A perseverance that pays off today.
Success at the rendezvous
Indeed, if the interest of an inclusive mask remains marginal during the first two months of existence of ASA Initia, the obligation to wear a protective device in all enclosed places in July 2020 caused sales to explode. The first big customers go through Amazon, Pôle emploi, the SNCF, certain communities or the Ministry of National Education orders. “To date, my invention has debited to 5 million copiesgenerating nearly 500,000 euros in total turnover,” explains Anissa Mekrabech.
A development that allows the company to employ the four partners now, three full-time employees and one part-time. And to ensure its self-financing: “We only operate through pre-orders, which guarantees us financial strength. For this former leather goods designer, this is a great success that she would like to set up as an example.
A found conversion
First, vis-à-vis women. “I would keep some of them drawing inspiration from my experience to convey to them thatwith audacity and stubbornness, anything is possible commented Anissa Mekrabech. Although, she admits, it has not always been easy. “The business world is ruthless and mostly made up of men. It is thus necessary always proved her legitimacy as a woman “, she underlines. But no matter, the young entrepreneur takes these postures for jealousy, and redoubles her efforts to impose herself.
Then, vis-à-vis people with disabilities. “We must not mope, but rather seek to improve one’s daily life. It’s like that that I managed to realize myself”, she says, adding that, “in my case, my deafness even legitimized my presence on this”.
As usual, she turn obstacles into opportunities. Thus, aware of the short-term disappearance of the need for masks, with the lifting of health constraints, she has already thought of diversifying the activities of her company. ASA Initia is preparing to convert to providing services and supporting inclusive projects. “We have come up against many pitfalls during the development of our company and we will now go through this by protecting project leaders”, she concludes.