Trailblazing Entrepreneur Behind Ava and expeerly – Learn How Her Triumphs and Failures Shaped Her Journey
Lea von Bidder has always been a formidable force in the entrepreneurial landscape, driven by a passion for innovation and a commitment to direct-to-consumer and e-commerce businesses. Her journey is marked by both significant achievements and profound challenges, which have collectively shaped her current venture, expeerly.
Lea's entrepreneurial journey began during her university years, where she studied in diverse locations including St. Gallen, Lyon, China, Montreal, and the USA. At just 22, she launched her first startup, a premium chocolate company named L'inoui, based in Bangalore, India. This early foray into entrepreneurship laid the foundation for her understanding of direct-to-consumer markets and brand building.
In 2014, Lea co-founded Ava, a groundbreaking women's health company, alongside three other young entrepreneurs. Ava's flagship product was a hormone-tracking bracelet designed to help women accurately determine their fertile days, thereby enhancing their chances of conception. This innovative product quickly gained traction, earning Ava the title of "Swiss Start-up of the Year" twice consecutively and securing a spot for Lea on Forbes' "30 Under 30" list.
Under Lea's leadership, Ava experienced rapid growth. By the end of 2016, the company had expanded its workforce from 30 to 90 employees and closed a $30 million funding round, significantly boosting its market presence. The product's success was evident as it facilitated the birth of over 1,000 babies, with tens of thousands more on the way.
Lea's vision for Ava extended beyond fertility tracking. She envisioned a comprehensive health companion for women, offering insights from contraception to menopause. To support this vision, Ava invested heavily in clinical studies, striving to provide data-driven insights and maintain its innovative edge.
Despite its initial success, Ava faced significant challenges. The COVID-19 pandemic disrupted a crucial funding round in 2020, forcing the company to resort to a convertible loan to avoid bankruptcy. Nevertheless, financial stability remained elusive. By 2022, Ava had to undergo a not-for-cash acquisition by FemTech Health, a move seen as a last resort amidst mounting financial difficulties.
The acquisition, however, did not provide the relief Ava hoped for. FemTech Health itself struggled with financial instability, leading to layoffs and unpaid salaries. The tumultuous period culminated in a legal battle, with Lea and former Ava executives filing enforcement suits against FemTech Health's Swiss subsidiary.
The collapse of Ava was a profound personal and professional setback for Lea. She openly acknowledges the emotional toll it took on her, describing feelings of shame, guilt, and failure. However, through introspection and resilience, she found the strength to move forward and draw valuable lessons from the experience.
Lea's reflection on Ava's journey highlighted the critical role of failure in the entrepreneurial ecosystem. She emphasized the need to destigmatize failure, encouraging a culture where risks are normalized and learning from setbacks is valued. This perspective became a driving force behind her new venture, expeerly.
Expeerly was born out of Lea's deep understanding of the importance of authentic, trusted videos in marketing strategies. She recognized that video reviews could significantly enhance consumer trust and engagement, addressing a crucial need for e-commerce marketers, CMOs, founders, and CEOs. Expeerly aims to empower businesses by providing a platform for genuine video reviews, helping them build credibility and succeed in a competitive market.
Today, Lea continues to innovate and inspire. Her journey from the success of Ava to the challenges of its downfall, and her subsequent creation of expeerly, showcases her resilience and commitment to entrepreneurial growth. She remains a prominent figure in the startup ecosystem, advocating for a balanced view of success and failure and fostering a culture of transparency and learning.
Lea's story is a testament to the highs and lows of entrepreneurship. It underscores the importance of perseverance, adaptability, and the willingness to embrace failure as a stepping stone to future success. Through expeerly, Lea continues to contribute to the entrepreneurial world, offering valuable insights and tools for the next generation of innovators.
