DUSTIN POH


Lateefa Alwaalan got involved with Endeavor in 2014 as an entrepreneur seeking the support to take her business to scale. Today, she sits on the other side of the table, providing vital support to the next generation aspiring entrepreneurs as the newly-named Managing Director of Endeavor Saudi Arabia — becoming the third Endeavor Entrepreneur to assume the leadership of an Endeavor office.

Lateefa Alwaalan

“Endeavor was founded in 1997 as an organization of, by, and for entrepreneurs. We’re thrilled to welcome Lateefa, an Endeavor Entrepreneur herself, as the Managing Director of Endeavor Saudi Arabia,” said Endeavor CEO Linda Rottenberg. “It’s a testament to the strength of the local entrepreneurship ecosystem, and we’re confident that under her leadership Endeavor Saudi Arabia will continue to help that ecosystem grow.”

Inspired by the local enthusiasm for coffee in Washington State, where she pursued her MBA, Lateefa founded Yatooq upon returning home to Saudi Arabia to provide a simple solution to the more complicated, seven-ingredient, traditional Arabic coffee brewing process. With the proprietary machine she launched in 2013, Yatooq became the first company to create an alternative to traditional Arabic coffee-brewing.

In 2014, she joined Endeavor’s network as an entrepreneur, and became a dynamic fixture of the local entrepreneurial community, going on to use her business saavy to found another company, Aroom, in 2016.

I’m excited to be joining the Endeavor team as MD of Endeavor Saudi, and I’m looking forward to build on Endeavor’s great platform supporting high-impact entrepreneurs,” said Lateefa.

Reinvestment is at the heart of Endeavor’s model for ecosystem growth — Endeavor Entrepreneurs are motivated to pay it forward by reinvesting their financial gains, expertise, and time to help successive generations of entrepreneurs succeed. After scaling successfully, many Endeavor Entrepreneurs become panelists at International Selection Panels and mentors to other entrepreneurs. The best ones often become board members and investors in Endeavor Catalyst, a rules-based fund that invests in Endeavor Entrepreneurs. Only a few before her have become directors of Endeavor offices.

Endeavor has touched my journey in so many positive ways,” said Lateefa. “Hopefully together with the Endeavor team, mentors and supporters, we can help uncover the next group of Saudi unicorns, outliers, multipliers, and high-impact Endeavor Entrepreneurs!”

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