“If you have a business idea, go and implement it!
Don´t wait too much to launch it, the first step is to
do, not to keep the idea in a box.”
Stefania Brunori, Founder.
What is your product / service?
Yoginfity is a website that offers yoga and meditation practice tools and inspirational content for audiences across the Middle East
What do you do?
www.yoginfinity.com makes yoga and meditation more accessible, by bringing together yoga studios and teachers through an interactive directory, online videos for own practice and an online calendar of the most relevant yoga and meditation events, along with regular updates on all-yoga and meditation related topics.
What’s your story?
The story of Yoginfinity started when the founder, Stefania Brunori, decided to merge her strong marketing strategy expertise with her decade-old passion for practicing yoga. Taking a new step in her career, Stefania chose to create a company that would have a positive impact on society, by embracing the limitless possibilities of digital media, grounded in her understanding of the Middle East market, where she has been living for the last 8 years.
When did you join in5? How long have you been a member for?
November 2016. 7 months.
How did you come up with your business idea?
The business idea came after a time of self-reflection and exploration, trying to find answers to questions such as what I like to do and where I excel. Additional considerations were focused on the community and how my skills and knowledge could be beneficial to society and its needs.
What was the most defining moment for your business?
The moment when I decided to abandon the job search and focus on my project 100% is when all the dots started to connect and the company moved forward.
What is one fun fact everyone should know about your startup?
I am not very keen on working in front of a computer - yet I have set up an online business!
How is innovation relevant to your work? What’s innovative about your business?
One of the key innovations is the virtual community participation angle: supported by our platform, yoga can be practiced anywhere. Our content is based on collaboration between yoga and meditation practitioners and teachers, who can contribute and share knowledge with us regardless of where they are.
Why did you choose to “start-in” at in5?
We chose in5 for the fantastic learning opportunities that it offers- networking events and mentorship, as well as informal exchanges with the rest of the start-up companies based here are really invaluable to us.
What are some of the advantages provided by in5?
Working space, meeting and conference rooms, networking and mentorship, workshops and exclusive talks are just some of the perks. Ultimately, it is the opportunity to mingle and bounce around ideas with other start-ups that is most interesting for us at this stage.
What is the best thing about being at in5?
Being in an environment full of high quality start-ups with the same innovative and entrepreneurial mindset.
What stage is your project at? What’s next?
We launched the fully operational version of our website at the end of January 2017. We are currently in the phase of brand positioning, and our next step is enhancing the online participation of the users of the platform as well as securing partnership deals.
Why did you start up in Dubai?
Dubai is where I have been based for the last 8 years, and the start-up scene here is absolutely vibrant, with a lot of support and motivation. The UAE is a country where there are still many opportunities to create companies to offer services that do not yet exist.
What is the role of innovation in entrepreneurship?
Innovation is a must in entrepreneurship, as we currently live in an environment that is constantly changing. We have to be able to respond to changes in a fast, agile and creative way.
What’s your top advice to aspiring entrepreneurs?
If you have a business idea, go and implement it! Don´t wait too much to launch it, the first step is to do, not to keep the idea in a box.
Which are the established companies in your field that you admire?
I do admire Yoga International, who are offering good quality content.