SIDRA QASIM

ENTREPRENEURIAL JOURNEY
GROUP NO # 05
GROUP MEMBERS
• MUHAMMAD ASAAD
COSC201101002
• EHTISHAM MOHSIN SHAMI
COSC201101026
• ABDULLAH SIDDIQUE
COSC201101006
• HASSAN JAVED
COSC201101054
• UMAR GHAFOOR
COSC1911100
 Content

01
EDUCATIONAL
02
EARLY CAREER
03
TURNING POINT
04
HURDLES
BACKGROUND

05
CURRENT POSITION
06
SOURCE OF
INFORMATION
INTRODUCTION

Sidra Qasim and Waqas Ali

are a wife and husband co-
founding team behind two
shoe companies, Markhor
and Atoms. Together they
have combined their
Pakistani heritage and
interest in social media and
technology to create shoes
that are both comfortable to
wear and that stand the test
of time.
 Personal and Educational Background
Name:
Sidra Qasim
Role:
Co-founder and CEO of ATOMS
Educational Background:
• Bachelor’s degree in Electrical Engineering and Computer Science from the University of California,
Berkeley.
• Master’s degree in Product Design from Stanford University.
Professional Experience
Prior Roles:
• Product Manager at Samsung: Contributed to the development and launch of consumer electronics.
• Design Consultant: Worked with various companies
4
to enhance product designs and user experience.
Current Role:
- Co-founder and CEO of Atoms, a New York-based footwear company known for its minimalist and
sustainable shoes.
Foundation:
Co-founded by Sidra Qasim with a focus on reinventing footwear for everyday wear.
Design Philosophy:
Minimalist, emphasizing simplicity and functionality.
Commitment to Sustainability:
Utilizes environmentally-friendly materials in its products. Employs
sustainable manufacturing processes to minimize environmental impact.
Recognition:
Atoms has been featured in several national and international publications for its innovative approach
to footwear. Known for its unique offering of quarter sizes and a focus on comfort and durability.
Achievements and Recognition 5

Entrepreneurial Skills: Recognized for her strong entrepreneurial skills and

ability to innovate within the footwear industry.
Innovation in Footwear Design: Lauded for her innovative approach to designing shoes that combine aesthetics with
practicality.
Atoms: The Company

Additional Information
Vision:
Aims to continuously improve the product line with a focus on sustainability, comfort, and
design.
Impact:
Through Atoms, Sidra Qasim has made significant contributions to both the fashion and
sustainability sectors, showcasing how businesses can thrive while being mindful of their environmental
impact.
6
This comprehensive overview highlights Sidra Qasim's educational background, professional experience,
and her role in making Atoms a recognized brand in the footwear industry, noted for its innovative and
sustainable approach.
Formal Education:
1. Primary and Secondary Education in Okara, Pakistan: Growing up in Okara, Pakistan,
Sidra Qasim encountered societal norms and expectations that conflicted with her ambitions. Despite
societal pressures to conform to traditional gender roles, she exhibited a thirst for knowledge and a
drive to challenge the status quo. Qasim's early education laid the foundation for her intellectual
curiosity and resilience in the face of adversity.
2. Bachelor’s Degree in Electrical Engineering and Computer Science from the
University of California, Berkeley: Qasim's pursuit of higher education took her to the
University of California, Berkeley, where she obtained a Bachelor’s degree in Electrical Engineering and
Computer Science. This academic experience provided her with a solid technical foundation and
honed her problem-solving skills, which would prove invaluable in her entrepreneurial endeavors.
Additionally, Berkeley's vibrant entrepreneurial ecosystem exposed her to innovative ideas and
inspired her to pursue her own ventures.
7

3. Master’s Degree in Product Design from Stanford University: Following her

undergraduate studies, Qasim pursued a Master’s degree in Product Design from Stanford University.
This interdisciplinary program equipped her with the skills and knowledge to create user-centered
solutions and bring innovative products to market. Stanford's emphasis on design thinking and
entrepreneurship empowered Qasim to explore her creative potential and develop a holistic approach
to problem-solving.
.
Experiential Learning:
1. Serendipitous Encounters and Personal Relationships:
Qasim's journey to entrepreneurship was
shaped not only by formal education but also by serendipitous encounters and personal relationships. Her meeting with Waqas
Ali, a like-minded individual who shared her curiosity and ambition, proved transformative. Their partnership, both in business
and in life, fueled their entrepreneurial aspirations and provided mutual support in overcoming challenges.
2. Exposure to the Internet and Technological Advancements: Qasim's exposure to the internet in 2006
opened her eyes to the vast potential of technology and e-commerce. Witnessing the transformative power of the internet
planted the seeds of entrepreneurship in her mind and inspired her to explore new possibilities. Over time, she leveraged the
internet as a tool for innovation and disruption, culminating in the founding of Atoms, a direct-to-consumer shoe startup.
3. Resilience in the Face of Adversity:
Throughout her journey, Qasim faced numerous obstacles and setbacks,
8
from societal expectations to language barriers. However, her resilience and determination enabled her to persevere in pursuit of
her goals. Each challenge served as a learning opportunity, strengthening her resolve and deepening her commitment to
entrepreneurship.
Conclusion:
In conclusion, Sidra Qasim's educational background, encompassing formal education and experiential learning, played a pivotal role
in her entrepreneurial journey. From her early experiences in Okara, Pakistan, to her academic pursuits at UC Berkeley and Stanford University, Qasim's
education provided her with the knowledge, skills, and mindset to challenge the status quo and pursue her passions. Additionally, her serendipitous
encounters, exposure to technological advancements, and resilience in the face of adversity further fueled her entrepreneurial aspirations. Ultimately,
Qasim's educational journey served as a foundation for her success as an entrepreneur, empowering her to defy societal expectations and carve out her
own path to success
 EARLY CAREER

Growing up in Okara, Pakistan, Sidra Qasim had greater ambitions than what society
had planned for her.
She had bold ideas and audacious goals, but society wanted her to get married and start a
family. She questioned the egregious gender inequality, but society wanted to quiet her
voice.
Initially, Sidra and Waqas did not set out to create a shoe company. It started through
Waqas’ passion for technology and social media.
Prior to founding Atoms and Markhor, Waqas had a social media
company while still in college. At the time, he’d shown Sidra some of the wonders of the
internet and they decided to make a company without even owning their own computer yet.
The two met with craftsmen in their village with the idea to help them sell their shoes on the
internet using social media. Waqas saw the potential9 to use the platform for advertising and
selling purposes, as a communication medium to build community and talk about products
and ideas.
Sidra and Waqas liked the idea of not just
controlling advertising and sales, but having
control over the product. When they saw the
craftsmanship that went into the shoes in their
village, it clicked. Shoes are very hard to make,
Waqas explains. They have to be made properly
because if they aren’t they will hurt your feet. A
shoe that is both stylish and well-made had the
potential to be highly profitable—this is where
they would focus their company. Because they
were just students, and starting a company is no
cheap feat, Sidra and Waqas sought grant money
10

and small jobs to invest in their ideas. Soon

enough, Kickstarter came into the picture. Within
24 hours of launch, they met and greatly
exceeded their goal of $15,000 on Kickstarter.
Sidra feels this has been a very personal and complex journey. She grew up in a small town with her middle
class family. The plan for most women in her situation would be to become a teacher or get married, she
says. However, when she graduated she was very ambitious and questioned why men and women were
treated differently. And when she decided to follow her passions, her family stopped talking to her for nearly
two years.
Despite this hardship, Sidra persevered, not just for herself, but for her sisters. It was her wish to show them
that there is another option for them beyond a traditional way of life. Once she and Waqas got married and
their business got going, her relationship with her family has gotten much better. Today she sees that her
sisters have been inspired by her, and have even followed in her footsteps, taking their own non-traditional
routes in life.
Labels and Identity When they meet new people, Waqas and Sidra introduce themselves as the founders of
Atoms. But they find it important to also explain where they came from, their journey, and not just where
they are now. When you tell your story you remind 11
yourself where you are from and how you got to where
you are now, Waqas explains. When creating, the one common denominator in any project is ‘You’. You are
on the journey. You must know who you are to make decisions that align with that identity, especially, who
you are and why you are doing what you’re doing.
 Turning point

While specific details about Sadia Qasim's entrepreneurial journey are. we can speculate on some common
challenges or obstacles she encountered . These are as follow.
Financial Challenges: Like many entrepreneurs, Sadia might have struggled to secure funding to start or grow her
business. This could involve difficulty accessing loans or attracting investors, leading to limited resources for business
operations and expansion.
Market Competition: In competitive industries, standing out and gaining market share can be difficult. Sadia may
have faced challenges differentiating her products or services from competitors and attracting customers in
saturated markets.
Gender Bias: As a female entrepreneur, Sadia may have 12
encountered gender bias and stereotypes in the business
world. This could manifest in difficulties accessing opportunities, securing funding, or gaining respect and recognition
for her business acumen and leadership skills.
Balancing Work and Personal Life: Entrepreneurs often face intense workloads and long hours, which can strain
personal relationships and lead to burnout. Sadia may have struggled to find a balance between her professional
ambitions and personal obligations.
Regulatory Hurdles: Navigating regulatory requirements and compliance issues can be challenging for
entrepreneurs. Sadia might have encountered bureaucratic red tape, legal obstacles, or industry-specific regulations
that slowed down her business growth or required costly.
Scaling and Growth: Transitioning from a startup to a sustainable, scalable business can be a significant challenge.
Sadia may have faced obstacles in scaling her operations, hiring and retaining talented employees, and expanding
into new markets or product lines.
Networking and Mentorship: Building a supportive network and finding mentors can be crucial for
entrepreneurial success. Sadia might have encountered difficulties in establishing connections with experienced
professionals or mentors who could provide guidance, advice, and valuable industry insights. Overcoming these
challenges would have required resilience, determination, strategic thinking, and a willingness to learn from
setbacks and adapt her approach along the way. While each entrepreneur's journey is unique, it's likely that Sadia
Qasim encountered some combination of these obstacles on her path to success.
13
Investor Confidence and Funding: Securing early-stage funding from reputable investors provided Atoms with the
financial resources needed to scale operations, invest in research and development, and expand its product line.
This vote of confidence from investors validated the company's business model and growth potential.
Adaptation to Market Trends: Staying abreast of changing consumer preferences and market trends allowed
Atoms to continuously innovate and evolve its product offerings. By embracing new materials, technologies, and
design trends, the company remained relevant and competitive in a dynamic marketplace.
Brand Building and Marketing Campaigns: Strategic branding initiatives and targeted marketing campaigns helped
Atoms build brand awareness and create a distinct brand identity. Leveraging social media platforms and influencer
partnerships amplified the brand's reach and engagement with its target.

14
 Hurdles

While specific details about Sidra Qasim's entrepreneurial journey are. we can speculate on some common
challenges or obstacles she encountered . These are as follow.
Financial Challenges: Like many entrepreneurs, Sidra might have struggled to secure funding to start or grow her
business. This could involve difficulty accessing loans or attracting investors, leading to limited resources for
business operations and expansion.
Market Competition: In competitive industries, standing out and gaining market share can be difficult. Sadia may
have faced challenges differentiating her products or services from competitors and attracting customers in
saturated markets.
Gender Bias: As a female entrepreneur, Sidra may have 15 encountered gender bias and stereotypes in the business
world. This could manifest in difficulties accessing opportunities, securing funding, or gaining respect and
recognition for her business acumen and leadership skills.
Balancing Work and Personal Life: Entrepreneurs often face intense workloads and long hours, which can strain
personal relationships and lead to burnout. She may have struggled to find a balance between her professional
ambitions and personal obligations.5.
Regulatory Hurdles: Navigating regulatory requirements and compliance issues can be challenging for
entrepreneurs. Sadia might have encountered bureaucratic red tape, legal obstacles, or industry-
specific regulations that slowed down her business growth or required costly adjustments.
Scaling and Growth: Transitioning from a startup to a sustainable, scalable business can be a
significant challenge. Sadia may have faced obstacles in scaling her operations, hiring and retaining
talented employees, and expanding into new markets or product lines.
Networking and Mentorship: Building a supportive network and finding mentors can be crucial for
entrepreneurial success. Sadia might have encountered difficulties in establishing connections with
experienced professionals or mentors who could provide guidance, advice, and valuable industry
insights. Overcoming these challenges would have required resilience, determination, strategic
16
thinking, and a willingness to learn from setbacks and adapt her approach along the way. While each
entrepreneur's journey is unique, it's likely that Sadia Qasim encountered some combination of these
obstacles on her path to success.
 Current position

Sidra Qasim & Waqas Ali | From Pakistan to Y

Combinator, Kickstarting a Vision

Sidra Qasim is the co-founder and CEO of Atoms, a New

York-based footwear company that produces shoes
designed for everyday wear. Atoms is known for its
minimalist design and commitment to sustainability, using
environmentally-friendly materials and manufacturing
processes. 17
Atoms:
In the quest to create the ultimate footwear, Atoms embarked on a journey rooted in simplicity yet driven by
a passion for excellence. From this humble beginning emerged not just the Atoms Model 000, but also a vibrant
community of individuals united by a shared enthusiasm for quality and innovation.
At the heart of Atoms' ethos lies an unwavering commitment to continual improvement.
They are not content with resting on past achievements; instead, they are driven by an intrinsic motivation to refine
and enhance their shoes, always striving to exceed expectations. This dedication is not only evident in the products
they create but also in the manner in which they engage with their customers.
Central to Atoms' philosophy is the belief in treating customers with the utmost respect and integrity.

18
Markhor:
Markhor started off with the idea that best products are made with passion and investing many hours
of tough labor and attention. The team works directly with some of the most skilled craftsmen in the
world to make modern design and beautiful products.
The company originated when founders Sidra Qasim and Waqas Ali met with a group of craftsmen in
the local village council of their hometown of Okara. Everything in that workshop was literally being
handcrafted. The duo learned that some of the most well-known luxury brands work with craftsmen in
developing countries like Pakistan, India, and Vietnam but rarely talk about them. To change this they
started working on the idea of Markhor.
The brand is named after an endangered breed of wild goat Markhor (Capra falconer), that is natively
found in northern and central mountainous regions of Pakistan and Central Asia.
This extends beyond mere transactional interactions; it encompasses a genuine desire to ensure
customer satisfaction at every turn. 19
Current Project:
This commitment is exemplified by their willingness to utilize premium materials and fabrics,
disregarding cost constraints that may deter other companies. For Atoms, the priority is not profit
maximization but rather delivering a product that inspires excitement and confidence in those who
wear it.
In the pursuit of crafting shoes that people are genuinely excited to wear every day, Atoms has
cultivated a loyal following. Their customers are not merely consumers; they are active participants in
the Atoms community, sharing in the brand's journey and contributing to its ongoing evolution. This
sense of camaraderie fosters a unique bond between Atoms and its supporters, creating a dynamic
ecosystem characterized by mutual trust and collaboration.
As Atoms looks to the future, the path forward may be uncertain, but one thing remains clear: they
invite all who share their vision to join them on their journey. Whether it leads to new innovations in
footwear design or deeper connections within their community, Atoms is committed to charting a
20
course guided by their core values of excellence, integrity, and inclusivity. So, as they embark on the
next chapter of their story, they extend an open invitation to all who seek to walk alongside them.
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21

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