Roots and Rise in Egypt
Empowering Young Women Through Entrepreneurship
Our Mission
In Egypt, Roots and Rise works with African refugee girls to explore how creativity, problem-solving, and business skills can open doors to new opportunities. Through hands-on workshops, we introduce participants to entrepreneurship and marketing, empowering them to transform their ideas into potential businesses.
From Ideas to Business
Ikigai
Our workshops begin with discovering personal strengths and passions through Ikigai, a Japanese concept that encourages individuals to find the intersection between what they love, what they are good at, what the world needs, and what they can earn money from.
Participants then learn how to develop business ideas, use AI as a brainstorming tool, and create minimum viable products. We also introduce essential business concepts, including identifying target customers, calculating costs, setting prices, understanding revenue and profit, and exploring different sources of funding.
Introducing the girls to Ikigai, helping them discover how their passions, strengths, and the world’s needs can inspire meaningful business ideas.
Learning by Doing
Reflections
At Roots and Rise, entrepreneurship goes beyond theory. Through interactive activities, participants put their knowledge into practice by simulating real-world business experiences.
Guiding two participants as they use AI and their Ikigai reflections to develop a business idea for modest clothing for girls and women.
In our market activity, participants design and sell paper airplanes, experimenting with pricing, costs, and profit. They also explore the fundamentals of marketing by identifying their target audiences, creating handmade promotional posters, and producing short videos to advertise their proposed products. These activities encourage creativity, communication, and confidence while helping participants understand how to present and promote their ideas.
Participants designing and decorating their paper airplanes to sell during our simulated market activity, putting their pricing and profit lessons into practice.
LOOKING
AHEAD
MARCH 2027
Over the past two years, Roots and Rise has continued to develop its work in Egypt. In March 2027, we plan to expand the program from two sessions to an eight-session course, creating more opportunities for participants to develop their business ideas and strengthen their entrepreneurial and marketing skills.
Our goal is to give every participant the tools, confidence, and practical experience to recognise her potential and begin turning her ideas into action.
Announcing the winner of our simulated market game, celebrating the participant who earned the highest profit from selling her paper airplanes.