Farah Amr
University of Dubai
Yaprak Anadol
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AYA company is a content creation company established in January 2020 by Andrew Maskall. AYA focuses on providing premium branded content through Generation Z. The company emphasizes women empowerment and how to portray gender equality in The Middle East, especially the youth. Since gender equality is the company's main focus, it was able to reduce inequalities in society arising between men and women. In addition to this, it always manages to strive to achieve the shareholders' goals through its branded content. In this context, the company's business model is considered to be the innovation it established.
The innovation is considered to be a business model that aims to increase gender equality in modern business fields. Since AYA is a content creating company, they aim to empower women through their platforms. Additionally, the company aims to create a better social media platform that is safe for the youth to relate to and feel heard.
The idea of the innovation emerged from and by Mr. Andrew (the founder). It was as a result of his previous experience in the media field and his objective of creating a better platform for his children.
The main sense of purpose is to give youthful women (mainly) a platform where they’re allowed to be diverse and have their opinions heard. This is done by creating content that embraces different sides and aspects of them.
Andrew Maskall with his team
The founder of AYA recognized a gap in the market since he worked in the MBC group for a long period of time. He decided to fill the gap and got inspired by women empowerment and gender equality that made him open a content creation company to empower women and fill the gap that he recognized was missing in the production industry.
Gender equality defines the philosophy of the business it also defines the brand name, as the company’s name is AYA which stands for As You Are which is the brand identity. The innovation identifies the company and differentiates it from other businesses which makes the overall impact of the innovation on the business quite vital, positive, enormous, and very strong.
As the company started operated January of 2020 and as of now only has 4 employees, they are still reflecting on society and trying to give positive energy and image to the audience, yet the business has prioritized delivering content that society lacks, and most importantly the leader of the business greatly considers the feedback that the audience provides, and aims to develop. The overall impact the innovation has made on the business has led to great appreciation by the society for the positive content that they are providing since the audience deeply relates to the content.
Finally, as the business is growing they have been working on producing content that creates awareness on how to be eco-friendly and help the environment, for example, sustainable fashion, where will be taking place in a reserve in Jabal Ali, Emirates Marine Environmental group. Additionally, for a content creation company, the team is small, and it makes more sense for them to work from home, meaning that fewer resources are wasted, and less energy is consumed.
The innovation taking place in the process of spreading and supporting gender equality within the region of the Middle East has gained many benefits for the business. In the sense where the business is unique and its innovative methods had allowed the business to gain competitive advantage and differentiates it from other business in the region. Moreover, another benefit the business has gained through its innovative methods is the high positive response from the audience and how related they felt to the content being produced. Up until now, the company has hired 4 employees to work on the promotion of the innovation and work out any finances needed.
The business model of gender equality and women empowerment in generation Z benefits society greatly. This is by providing a platform that advocates a safe and healthy society. It promotes cohesiveness among the youth and all other society members.
On the other hand, AYA being a content creator company does not traditionally affect the environment. The company uses its massive platforms to raise as much awareness of sustainability in the fashion industry as they can. Meaning they dedicate much of their efforts to positively help the environment by reasoning awareness witching the youth.
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Andrew Maskall, Founder & CEO
