In celebration of International Women's Day, we are spotlighting the achievements of successful women who are not only excelling in their fields but also inspiring others to follow their paths. This article is part of a series dedicated to influential female entrepreneurs, recognising their contributions and empowering the next generation.

Sally Gregersen is the co-founder Lulu Lab, a globally recognised, award-winning game studio renowned for its pioneering approach to developing educational games on taboo subjects. At Lulu Lab, Sally oversees international collaborations with NGOs and UN agencies, spearheads innovative projects, and leads the co-creation of educational games. She works closely with local partners and end-users across East, West, and North Africa, ensuring that each game is culturally relevant and impactful.

Sally met Matilde Juul, the startup co-founder, at the #Hack4Girls hackathon in Copenhagen in November 2017. This 36-hour event, sponsored by entities including UNFPA, Microsoft, and the Danish Ministry of Foreign Affairs, focuses on expanding access to education on sexual and reproductive health and rights to refugee girls and women in Sub-Saharan Africa. The founders were struck by the global need for innovative solutions and chose to develop a game, believing that learning should be engaging and fun.

With keen interest from the event's organisers and various NGOs, the team pursued further development of their idea. They joined the Proof of Concept program at the Copenhagen School of Entrepreneurship and began working on a prototype. Kenya was selected as the initial testing ground, where they experienced a warm reception and valuable feedback from diverse groups of youth across urban, rural, and slum areas, which informed further development.

Their efforts extended to Ethiopia, where they presented their prototype at the Techvelopment Roundtable in Addis Ababa in March 2018. Here, they tested the app with Ethiopian girls, co-created game content, and engaged in discussions on advancing the techvelopment agenda. The event was a collaborative effort by UN Women, the Danish Embassy, and other partners, drawing participants from tech startups, NGOs, and government bodies.

These experiences across East and West Africa highlighted the significant benefits of digital tools for youth empowerment, leading to the creation of Lulu Lab, a startup focused on making a social impact through technology.

To get a firsthand look at the entrepreneurial journey, we caught up with Sally Gregersen to hear about her experiences, challenges, and what she’s learned along the way.

What were your biggest challenges when starting your business, and how did you overcome them?

Based in Copenhagen, Denmark, Lulu Lab faces unique challenges in reaching and testing our prototypes with end-users in East and West Africa, particularly considering that our edtech games tackle sensitive subjects like sexual education—a topic not universally accepted in all schools and communities. Our primary users are children and adolescents, adding another layer of complexity to our access and engagement strategies.

To navigate these challenges, Lulu Lab has forged partnerships with both local and international NGOs and UN organisations. These collaborations have enabled us to make our educational games accessible through tablets in health clinics, schools, and youth clubs, circumventing the need for individual internet access.

Incorporating co-creation methods into our game design has also been pivotal. By involving adolescents in the design process through workshops that focus on the visuals, audio, and storytelling of the games, we have turned these young participants into proud ambassadors. They actively promote the games within their communities, breaking down barriers despite the sensitive nature of the content.

The success of these co-creation methods has not only made the games more relatable by reflecting the familiar visual environment of our target audience but has also ensured that the handling of sensitive topics aligns with national standards, thanks to the insights from our NGO partners. This approach has significantly enhanced the comfort level and engagement of the young people with our educational tools.

How did you secure your first funding?

We secured our first funding from the hackathon where the original idea for Lulu Lab was born. This initial financial boost was a modest monetary prize awarded by Microsoft Denmark. Since those early days, Lulu Lab has evolved significantly. We have participated in various EU-funded projects, collaborating with organisations like SOS Children's Villages, although we have not yet applied for EU funding independently.

Who were the key people or networks that supported your journey? 

At the hackathon where Lulu Lab was born, we were incredibly lucky to encounter forward-thinking individuals from the NGO sector, including Save the Children Denmark. These pioneers, possessing a keen sense of innovation and a willingness to embrace risk, played a crucial role in our journey by opening up their networks. This allowed new entrants like us to test our educational game prototypes with real end-users. Gathering feedback and data was pivotal in confirming the viability of our concepts in real-world settings. The insights gained not only helped us refine our products but also secured major partnerships, propelling us from initial prototypes to the successful launch of our first product.

What advice would you give to young people who want to start their own business?

Use design-thinking as your guide, and test, test, test! Tell every relevant person you meet about your idea and learn from their feedback!

What’s the most rewarding part of being an entrepreneur?

The most fulfilling aspect of my journey as a social entrepreneur has been witnessing the tangible impact of our initiatives. After six years of dedicated effort, a groundbreaking initiative has yielded significant results in Sierra Leone, West Africa. By integrating educational games into sexual education, the project has significantly reduced teenage pregnancy rates. This milestone not only marks a significant achievement but also brings new hope to the community. Countless young girls and boys can now continue their education, empowered to dream big and pursue their future aspirations with renewed vigour.