Geeta Chandra featured

Inspirational Woman: Geeta Chandra | Managing Director, Waste Logics

Geeta ChandraGeeta began the company after working in the waste management industry herself and realising that the traditional paper-based methods of managing drivers, skips and other assets, jobs and customers was highly inefficient.

She then set out to create a solution for her employer of the time, but ended up creating a solution which could be applied across the industry - hence Waste Logics was born.

Tell us a bit about yourself, background and your current role

I studied design at University and several years later whilst working in a family friend's business decided to build a software product that they would be able to use. I wanted to start my own business and this opportunity presented itself after researching the software providers in the Waste & Recycling Industry at the time. I knew I had to build something really easy to use and knew the industry in general was not particularly forward thinking with technology.  I wanted to support this business (and later others), help them grow, save time across the team and be able to proactively make decisions about the business with real time reporting.  I had no idea at the time the amount of work involved, but as that became apparent it made me more determined to complete what I’d started.  14 years later I’m the CEO of a team of 42 and we’re still growing. I have to pinch myself sometimes as it’s a very different business now to those first few years when I was essentially in every role in the team!

Did you ever sit down and plan your career?

No, I think you need to be flexible as the world around us changes quickly and a new opportunity can come round at any time.

Have you faced any career challenges along the way and how did you overcome these?

The first 3 years of the business were extremely challenging, especially when I took the product to market and everyone kept saying they like it, but you haven’t got an established customer base, so come back and see me when you have. Many meetings later it was worrying and I was questioning myself about whether I’d wasted the last 3 years. Being determined pays off, and finally a prospective client said they give me a chance. The next few sales were just as difficult but I knew then I had to focus on making sure these first few clients had a great experience. To this date the majority of our new clients have come from a referral from an existing client.

What has been your biggest career achievement to date?

Developing a SAAS software product with just £5000 invested through sheer determination and a lot of hard work to create a successful business.

Geeta ChandraWhat one thing do you believe has been a major factor in you achieving success?

I love a challenge, not worried about being in over my head and learning whilst on the job. Throw me in the deep end and I’ll swim.

What top tips would you give to an individual who is trying to excel in their career in technology?

Subscribe to Medium to learn about the experiences of others and once you’ve decided what particular focus you’d be interested in, research some related companies and their products to find something that excites you. Working in technology is fast paced with deadlines to deliver so it’s important that you’re in an environment that you feel comfortable and supported in.

Do you believe there are still barriers for success for women working in tech, if so, how can these barriers be overcome?

I think the only barrier is the culture perceived of the technology industry and the lack of knowledge younger women have about what diverse roles/opportunities are available in this in space.

What do you think companies can do to support to progress the careers of women working in technology?

Offer more flexibility with working hours and remote working. Encourage workshops focused on each department so that people outside of that department can get an insight into other roles and opportunities

There is currently only 17 per cent of women working in tech, if you could wave a magic wand, what is the one thing you would do to accelerate the pace of change for women in the industry? Make tech subjects more accessible whilst at school and college and highlight the broader range of related roles so that younger women don’t think it’s only about software coding.

What resources do you recommend for women working in tech?

I’d recommended subscribing to Medium, lots of diverse interesting articles and insights to glean from others working in the space.


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