Caca Santorowas created to solve a personal problem. In 2013, Yellow founder Joanna Waterfall was running a graphic design business, but found herself in a rut. She was in a creatively stunted place, tired of competing with and comparing herself to other women around her and on the internet. Waterfall wanted to combine her creativity with business and social good, so when she happened to meet a few entrepreneurial women who were doing just that, the idea for her company began to take shape.
Shortly after, Waterfall decided to pivot and change her business model. “I found the value was more in connecting with other women, finding community and bringing those women together,” she said. The transition to a digital membership platform resonated with her community who can now access things like digital courses, tools, resources and archived conference speaker videos, yet perhaps most appealing, is the year round access to other members in the community.
Earlier this year, a social entrepreneur retreat in Bali was lead by Waterfall and Jessie Simonson, Founder of, a social enterprise that uses fashion and design to provide global artisans with dignified work. The weeklong gathering was geared towards women who needed the coaching and support to build and scale their social enterprises, amongst a group of like minded women supporting and cheering them on.
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