Kazakh startup Porte Tech’s founder, Aidana Aituarova, is a startup entrepreneur and young mother who managed to sell her product at the idea stage.
Recently, TAQADAM’s annual startup showcase concluded, where the top 10 startups each received $100,000 in additional funding. Among the winners was Aidana. Pivot.uz arranged an exclusive interview with this skilled female entrepreneur.
Let’s start with female entrepreneurship. Do you see more women entering the startup world?
Absolutely! While the number of female founders is still relatively small, I see many promising women-led startups emerging. Off the top of my head, I can think of at least ten female founders who are doing exceptionally well. The overall growth in numbers is noticeable, and we’re seeing more women step into leadership roles in tech and business.
Can you tell us about your background and how you started your company?
I started in finance, working in Big4 for five years. Then, I moved into commercial real estate, managing SmArt.Point, that later become largest IT hub in Central Asia. Eventually, I was invited to become a CEO of a company.
However, things didn’t go as planned—and had to leave. At first, it felt like a huge setback, but it turned out to be a blessing in disguise. My former head of IT and I decided to start our own company, one where we had full control.
We saw a technology gap in access solutions—hotels, offices, and malls all had a huge number of doors, but outdated systems. We decided hotels were our main focus. So, we built a all-in-one digital platform that worked for hotels. We can still work with commercial properties, but our focus is chain of hotels.
How did you identify that hotels were the right market for your product?
At first, we explored different markets:
• Office buildings were interested, but signing contracts took too long.
• Shopping malls also showed interest, but market were too small.
• Hotels were the breakthrough!
We realized that many of our previous real estate clients were hotels, and they were already struggling with outdated magnetic key cards. When I pitched the idea of a digital key solution, one hotel director immediately responded, “Let’s meet tomorrow at 10 AM.” He had been actively looking for a similar solution!
That’s when we knew—we weren’t just creating a digital key, but a full tech ecosystem for hotels—one that could handle room service, laundry, and check-ins digitally.
Your product was already selling before it was fully built. How did that happen?
That’s true! When we started pitching to hotels, we didn’t even have a fully functional MVP (Minimum Viable Product).
During one weekend, I learned how to use Figma and built a simple app demo. Even though it wasn’t integrated with everything yet, we sold it before it was finished.
This approach saved us time and resources. Our developers didn’t waste time building something that might not sell—instead, we got real customers first, then built the product around their needs.
It sounds like your network played a big role in your success?
Yes! My reputation and connections in the industry made a big difference. I already knew many hotel owners and directors, so I could call them directly. If I promised something, they believed I could deliver. That trust helped us close deals faster.
For new founders, I always say: build relationships first. It will save you time, effort, and money in the long run.
Have you faced challenges as a female founder?
Yes, but I was lucky. In Central Asia, it’s rare for husbands to stay home with the kids while their wives travel for business. My husband is very supportive, and his family—especially my mother-in-law—has been amazing. Whenever I travel, she comes over to help with the children. When I got into a global accelerator program and had to go to Georgia, most people asked, “How will you leave your kids?” But my mother-in-law’s only question was, “Do you have enough money for the trip?” She even sent me extra funds just to make sure I could focus on my business.
This kind of support is rare, and I appreciate it every day.
What was the hardest part of building your startup?
Building the right team.
Talented people have many job options—they can work for big corporations with high salaries and stability. Convincing them to join a startup is tough. Not everyone I wanted joined my team. Some went on to work for major companies in the US and Europe. I understand their decision, but it was frustrating at the time. Still, we managed to build a strong core team, and that’s what made all the difference.
Do you have plans for international expansion?
Yes! From the beginning, we knew that our main market would be the MENA (Middle East & North Africa) region. We started in Saudi Arabia, where we are currently working with five hotels from chains that each have 12 to 15 locations.
Our next markets will be:
1. Qatar – We already have partnerships with providers there.
2. UAE – This will be our next step after Qatar.
You’re part of the Taqadam Accelerator in Saudi Arabia. Can you tell us about it?
Taqadam is one of the best accelerators in the region. The selection process is very competitive:
• 1,200 startups applied for our cohort.
• Only 34 startups were accepted.
• After the first phase, only 25 startups advanced.
• These top 25 received a $40,000 non-equity grant.
• After four more months, only 10 startups will be selected for an additional $100,000 non-equity grant.
But the real value isn’t just the money—it’s the mentors and network. Some of the best investors and industry leaders in Saudi Arabia and the Middle East are part of this program.
What has been your proudest moment as a founder?
There are several moments I’m really proud of:
My son telling his friends how proud he is of me.
• He once told , “My mom controls developers—like the ones who make Minecraft!” That was an incredible moment for me.
Getting accepted into 500 Global and Antler at the same time.
• These are two of the toughest accelerators, and we got into both!
Receiving funding from the best angel investors and VC of our region, and then repeating the same in Saudi Arabia.
Becoming a finalist at the Entrepreneurship World Cup in Riyadh.
• We were in the top 100 finalists globally, competing against startups that are literally saving lives—one startup developed wireless neonatal care technology to help premature babies survive.
And now, being top10 startups in Taqadam, Saudi Arabia and receiving $140,000 of non-dilutive money.
Being part of such a high-level global startup ecosystem is incredibly motivating.
What advice do you have for Uzbek founders, especially female entrepreneurs?
To all founders—male or female— my message is simple:
Don’t give up!
Even if investors reject you, even if people don’t believe in your idea—keep pushing forward.
Your background, experiences, and vision matter, not just for you, but for the entire startup ecosystem.
So find your community, surround yourself with the right people, and keep building. Success will follow.
Laylo Xondamirovna
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