Pros
Incredible marketing team, with lots of experience in both new innovative social media solutions, and in standard industry practices. A young team with lots of enthusiasm. Innitiatives to help expand the cotton farming industry, and in supporting child literacy in Egypt.
Cons
With all start-ups it is fair to expect a certain degree of uncertainty. Turn-over is extremely quick for such a small company. I did not find that the priorities were developed. There was a degree of environmental focus, but it did not have the budget to be put into practice. There was a degree of product focus, but it did not have the experts needed to develop the style and fit that was originally proposed. Although there was a focus on building out the farming industry in Egypt, there was no clear focus on directly improving the lives of the farmers, except that they could expect a more regular paycheck. It was not clear if the farmers were being paid a fair living wage. It was not clear what the investor's intentions were, and if they were interested in fair living wages for all humans involved in the production process. I understand that investors normally focus on the bottom line (monetary value) but with a company that has such a strong humanitarian and environmental brand image, it was assumed that the investment money would come from like-minded individuals and companies. There was no clear focus on future initiatives. I only say all of these things so that other previous and current employees can find solace in feeling confused or undervalued. And I hope that the company will make necessary improvements to continue building child literacy in Egypt. The ideas are there, the execution is not.