Our Story
Creating a new standard for entrepreneurship
Founderland began with one bold idea: women of colour entrepreneurs deserve more than a seat at the table; they deserve to lead.
We built what we couldn’t find.
In 2020, we started as a grassroots network to support women of colour founders navigating systems not built for them. What began as peer support is now a Europe-wide infrastructure unlocking capital, networks, and opportunity.
We’ve already moved the needle.
Our programming has helped founders raise over €10 million, access world-class training, and join a network that champions their growth. From pitch tools powered by AI to regional programming, we connect founders to what matters.
The next five years will scale this impact tenfold.
By 2030, we aim to grow to 10,000 members, mobilise €100 million in capital, and operate regional hubs across five countries. We’re not just increasing access; we’re reshaping who gets to build the future.
What We Stand For
Our Vision
A startup ecosystem where women of colour are equitably funded, visibly leading, and structurally supported to build the future.
Our Mission
To increase the number of diverse women leading innovative businesses across Europe by unlocking access to capital, networks, and training through community-driven infrastructure.
Our Manifesto
This is not business as usual.
Founderland is a place without borders or boundaries. Where everyone is welcomed and celebrated.
A place to put down roots and grow strong. Proud. Tall.
We lead where others follow. We set a new standard.
We dream bigger and do better. We claim space without apology.
We put money where it matters.
We put community first.
We check egos at the door.
We build for ourselves—and for those who’ll come after us.
Changing the game as we go.
This is your land. This is Founderland.
Our Team
Deborah Choi
Managing Director
Deborah is the Managing Director at Founderland, where she oversees growth, strategy, and partnerships. A Nigerian-American serial founder and business coach, she brings 20 years’ experience building ventures and supporting early-stage teams.
“True allyship involves a deep, often uncomfortable process of decentering oneself — a journey away from ego, fragility, and personality politics, and towards genuine justice and support for marginalized groups. Allyship is not easy work. It’s also not praise work.”
Team Members
Verrome Rosbach
Programs Manager
Ivy Wairimu
Programs Coordinator
Xhensila Koka
Founder in Residence
Sharan Bal
Amsterdam Ambassador
Shaila Sahai
Paris Ambassador
Samantha Kidjo
London Ambassador
Our Impact
Each year, we share transparent updates on our work, progress, and the communities we serve. Our annual reports highlight the stories, data, and lessons behind our mission to advance equity for women of colour entrepreneurs across Europe.
