Happy Autistic Lady Accelerating at York 

By: Iveta Pudilova

I always thought I would end up working as a data analyst and it made sense given my Computer Science MSc at York. But my whole life I’ve loved to draw and had a passion for marketing so when my sister, Vera, and I had the idea to level up her Instagram into a business it felt like the perfect fit. 

Back in 2020, Vera was diagnosed Autistic and started documenting her self-discovery journey online and raising awareness about the gender diagnosis gap with her colourful and vibrant illustrations. Unsurprisingly, many young girls related to her experiences and saved her posts to later show to family members, teachers, or doctors to explain their needs without having to verbalise them every time.

This was our lightbulb moment! How do we address this simple yet fundamental challenge of expressing your unique needs and experiences as a neurodivergent person? 

Fast forward to October 2022, I joined my sister in transforming Happy Autistic Lady into a business, creating our first Communication Badges. These badges are a unique fashion accessory that communicate your needs for you, saving you time and energy, and ensure you don't have to disclose your disability should you not feel comfortable or safe doing so. 

We launched shop in June 2023 and partook in York’s Summer Accelerator later that summer! So, if you have a business idea or are considering applying, check out this blog where I share my experiences and how our business has developed since. 

My York Summer Accelerator Experience

During the Summer Accelerator, I was paired with my business coach, Heather, for five sessions spread across the summer. With a creative background, my business coach was a perfect fit for our business. 

We met online bi-weekly to discuss everything from balancing starting a business as a student to cash flow forecasting and marketing strategies. Cash flow forecasting was something I was putting off for a while because it felt daunting and I didn’t know where to start. But with my coach’s help, we broke it down into smaller steps and reviewed my final forecasts together; it was a relief to get it done and I’m incredibly grateful to my coach for the positive reinforcement. 

Heather even helped me with my application and interview to secure a spot at Elevate; a start-up incubator and one-year program that has massively boosted our business. As an online postgraduate student I, unfortunately, miss out on in-person events and social connections. So, thanks to my coach’s help I’m now part of a community of student entrepreneurs that supports and motivates one another; something that the York Summer Accelerator also provides with its use of office space for up to ten weeks. 

Last but not least, as a student, you’re often limited financially and have to prioritise finding a paying job rather than developing your business idea. However, thanks to the living allowance provided by the Summer Accelerator I was able to solely focus on developing Happy Autistic Lady. 

Making the Most of Business Coaching

Before my first meeting with my coach, I was very excited to meet her, though I was a bit nervous. After all, she was giving up her free time to mentor me, and so I wanted to make the most of this opportunity. Here are three things I did that helped and left an impact:

      1. First impressions count

When you are introduced via email send an overview of your business idea with any current challenges you’re experiencing or topics you would like to learn more about. What you end up discussing may change and that’s okay! However, not only does this help your coach understand what your goals are from your sessions, but it also shows you’re organised and excited to be coached by them. 

      2. Be prepared

Before every session send your coach an agenda or topic you would like to discuss and prepare questions for your sessions. This allows your coach to know what to expect and while you might not end up going through all your questions it’s always better to come prepared than to be sitting in silence. Five hours of coaching may seem like a lot but it went by quite quickly. 

 

      3. It’s a two-way relationship

Your coach is spending their free time with you, so why not show your gratitude for their mentoring? Show up on time and send follow-up emails with an overview of what you talked about, what you agreed to discuss next session, and what you will do till then if you set any action steps. Doing this with my coach helped me stay organised and get the most from our sessions but it was also a great foundation for a long-lasting relationship; we’re still in touch a year later and occasionally my coach gives me some great tips. 

Impact on Our Business

Our business idea has remained the same since starting the Summer Accelerator, however, thanks to focusing on financial forecasting with my coach I realised our key and most accessible revenue stream is working with other companies. As a start-up, securing initial cash flow is vital to sustain our business, and so we have redirected our efforts from B2C to B2B. 

Now, we not only offer our existing product line to educational institutions but we also design and implement tailored neurodiversity and disability-themed campaigns during relevant dates such as Neurodiversity Celebration Week and World Autism Awareness Month (WAAM). Our campaigns include everything from public speaking and consultancy focusing on utilising your neurodivergent strengths as a student, accessing jobs as a disabled young adult, and how teachers can support neurodivergent students, to educational posters displayed around campus, social media campaigns, and bespoke neurodiversity-themed merchandise featuring campus landmarks. With our campaigns, schools demonstrate their commitment to inclusion, boost the grades and performance of neurodivergent students, and create a sense of community on their campuses. 

Aside from this, we partner with charities, providing EDI-focused marketing services to level up their campaigns and events. Ahead of World Autism Awareness Month (WAAM) this April, we’re working with Ambitious about Autism to boost the reach and effectiveness of their WAAM 2024 campaign and design custom merch for their conferences, providing a unique marketing opportunity and ensuring their events are accessible and engaging. 

For the future, we’re looking to develop more partnerships with universities and schools across the UK to raise awareness about neurodiversity and support students with invisible disabilities. I’m excited to see how our business progresses and where Happy Autistic Lady will be next year!