YASMINE MUSTAFA, 32, of University City, Philadelphia, and Anthony Gold, 49, of West Chester, co-founded Roar for Good, a University City firm aimed at empowering women with fashionable safety accessories and educational programs. The startup is part of DreamIt Athena, a female-focused entrepreneur program by DreamIt Ventures. I spoke with Mustafa, the CEO.
Q: How’d you come up with the idea for Roar?
A: A woman was raped a block from my apartment shortly after I came back from a trip to South America last year. The original idea was a wearable bracelet called the Macelet, which had Mace in it. I started talking to women and they were afraid of self-defense tools that an attacker might use against them. So I pivoted to a device that’s fashionable and easy to use that has a loud alarm and light to distract a would-be attacker and message friends and family.
Q: The startup money?
A: I conceived a functional prototype and found a hardware person, who’s still an adviser, to help me build it. We bootstrapped it and it cost about $5,000, and then we designed it.
A: The device, which will be priced around $100, can be worn as a necklace, charm or key fob. It also has a magnet so you can put it on clothing. After we developed the prototype, some women wondered: Why not teach men not to attack women? We decided the wearable had a safety purpose but we could use part of our revenues to support nonprofits teaching nonviolence and promoting a culture of consent and respect.