Nadia Boujarwah is the Founder & CEO @ Dia & Co, the startup that provides premier plus size clothing and styling for women. To date they have raised over $20m in funding from some of the best in the business including the likes of Alfred Lin @ Sequoia and the team @ NextView Ventures. Prior to Dia&Co Nadia was the CFO and COO @ Frieda and Nellie and also enjoyed time in the marketing and strategy team @ Diane von Furstenberg. In Today’s Episode You Will Learn: 1.) How Nadia made her way from HBS grad to founding one of the hottest e-commerce companies of the day backed by Sequoia, Dia&Co? 2.) Why does Nadia believe that the biggest opportunity for value creation is through category creation? What does Nadia mean when she discusses category re-architecture? How does she think of the inherent cons (CAC, consumer education, distribution etc.) 3.) Despite the likes of Sequoia being invested now, the first year of Dia gained no institutional money. Why does Nadia think this is? What was the inflection point for VC interest? Is there anything that Nadia would change about how she has run the fundraising process? 4.) What does Nadia suggest as some core solutions to ensuring that more females become VCs? How does Nadia believe this will impact the types of companies that are being funded and built? What remain the core issues today? 5.) How does Nadia differentiate between customer centricity and customer devotion? Why is this so crucial in today's proliferated world of e-commerce? How does Nadi and Dia determine with data, the extent to which they achieve their customer devotion targets? Items Mentioned In Today’s Show: Nadia's Fave Book: Competing Against Luck As always you can follow Harry, The Twenty Minute VC and Nadia on Twitter here! Likewise, you can follow Harry on Snapchat here for mojito madness and all things 20VC. Cooley are the global law firm built around startups and venture capital.  Since forming the first venture fund in Silicon Valley, Cooley has formed more venture capital funds than any other law firm in the world, with 50+ years working with VCs. They help VCs form and manage funds, make investments and handle the myriad issues that arise through a fund’s lifetime. So to learn more about the #1 most active law firm representing VC-backed companies going public. Head over to cooley.com and also at cooleygo.com. Zoom, fastest growing video and web conferencing service, providing one consistent enterprise experience that allows you to engage in an array of activities including video meetings and webinars, collaboration-enabled conference rooms, and persistent chat all in one easy platform. Plus, it is the easiest solution to manage, scale, and use, and has the most straightforward, affordable pricing. Don’t take our word for it. Zoom is the top rated conferencing app across various user review sites including G2Crowd and Trust Radius. And you can sign up for a free account (not a trial!). Just visit Zoom.us.