#FollowKinva
Michelle Connor is the brains behind Kinva, a secure digital delivery platform allowing allied healthcare workers, coaches, therapists and other professionals to connect directly with their clients and patients, providing them with bespoke, tailored, therapeutic plans. Michelle is part of the SheGenerate cohort 1 and shared with us her founder journey.
To get us started - how would you describe yourself in 6 words or less?
Making the most of every day
What prompted you to start your business?
Kinva came about because of my six-year-old daughter, Lydia. Five years ago, when Lydia was diagnosed with a rare disorder, we were told she would never walk or talk. We learned quickly that the current therapy system is not accessible and does not work. We had to find experts in four different countries to help her, and with the support and help we got for her, Lydia is now running and talking. We also realised that it takes more than just the traditional clinical approaches to address 'lifecare'; the whole person. There is a huge health and wellness inequality going on globally in terms of accessibility to the right care at the right time, and Kinva is going to change that. So we have various client groups: therapists and coaches in the private sector who want to access and retain clients; health service staff who desperately want to improve patient outcomes, reduce waiting lists and carbon footprint; and patients and carers who want to access therapy and lifecare. Corporate employers also need to engage with their employees to create happier workforces, with less sick absence and higher retention rates. Partnering with lifestyle and business coaches, Kinva is the digital delivery system for that market.
Tell us a little bit more about you?
I live in the small village of Upper Ballinderry with my husband, son, daughter, and Siberian cat, Ripley. My 'proper' work life started after graduating from Queen's in Law, when I won a place on the graduate scheme at the Department of Finance as an Advisor. For several years there, I assessed Health Service funding applications and helped manage the total Health block grant for NI. I then worked in the private sector for three years as Director of Operations in a web/digital agency, overseeing tech and design teams for local and international clients. From there, I moved back to Stormont to the Department of Health, where I was an Advisor to the Minister for Health, preparing briefings, writing speeches, and shaping Healthcare strategy and policy. All going great until the diagnosis of my daughter in 2017, when I made the difficult decision to put my career on hold so that I could completely throw myself into the world of therapy. This took me on a global journey, resulting in relentless 8-hour days of therapy, every day!! And that's when I discovered that the world needed Kinva! In my spare time (not that there's much these days!), I am a very amateur veg gardener, I run (though strictly treadmill when it's cold outside!) and recently started cycling (so now enduring some very sore muscles in very weird places).
Fill us in on your female founder journey...
Like every founder, I definitely agree with the rollercoaster analogy that you hear a lot - one day you're high on a win, and then the next day you're back down to earth in the grind of the day-to-day business. We started Kinva just over a year ago, and we were fortunate to form a highly talented team right at the start. But when we first starting applying for financial support to get it off the ground properly, it was tough because we got turned down initially. One pitch in particular to a local Government-backed grant awarding body was dismissive. Picking ourselves up, we decided to just go for it outside of Northern Ireland. Getting our first grant, which came from Innovate UK, was a massive boost to our confidence, and allowed us to fast-track our development. That early experience made us think very carefully about who we want to work with to help us on our journey, what accelerators we chose to do, and to think globally. At the start, I probably didn't fully appreciate the additional challenges that came with being a female founder. I was a little naive thinking that we were all on a level playing field, more or less. But that is certainly not the case. I feel as a woman, particularly as a mother, you have to work harder for credibility. You are almost always battling assumptions. But that can also be a huge motivator, especially when it's midnight and you need to get something done!
How did you hear about AwakenHub and what prompted you to apply for SheGenerate?
I had first seen AwakenHub on LinkedIn and really wanted to get involved but thought that it was 'invite-only'. So when the SheGenerate opportunity arose, I grabbed it!
What have you gotten out of the SheGenerate process?
I thought it would be a really supportive environment, and a great chance to learn from some incredibly experienced women who had been through the process that I'm going through now. I've always believed in the power of a genuine network, where people truly want to help each other, and that's what I've found in AwakenHub. I can't overstate what a help it has been!
What does success look like to you - in 12 months and in 5 years?
Within 12 months, we will have investment, and a team onboarding clients in countries including the UK, Ireland and the US. Within five years, I want Kinva to be globally known as the white-label platform for the delivery of therapy and coaching, as well as other verticals, and being sold on to a larger company.
SheGenerate is only a small part of AwakenHub - now that you have the community's attention - what can we/they do for you?
If you know anyone involved in therapy or coaching of any kind, or anyone who just wants to securely digitally connect with their clients or employees, please tell them about Kinva and pass them my name and contact details. Thank you!!
As a founder - what are your non-negotiables & words to live by?
Get your mindset right from the get go. You'll need resilience. Set your goals, and don't hold back. Be determined enough to pursue your goals, but be flexible enough to roll with the punches. I am inspired every single day by my daughter, Lydia. There are so many things in life that we all take for granted. Really basic fundamentals. She has to work so hard for every single one. And she does it every day. So that's our guiding principle at Kinva too - set the goals, work hard, every day. Climb the mountain, one step at a time.
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