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Female Founders Lab
Vestergade 4, 8000 Aarhus
A hands-on program for women who want to create, shape, or grow their own retreats, workshops, and creative experiences with support at every step.
In Denmark only 1 out of 4 entrepreneurs is a woman. At Understory, we want to change that. Female Founders Lab is our way of making the journey into entrepreneurship in the experience and tourism industry more accessible, supportive, and real.
Dates: Session 1: 15th of May Session 2: 27th of May Session 3: 12th of June
Session 1: Getting Started & Defining Your Business
How do you go from an idea to something real? This session gives you the practical foundation - what you need to get up and running. We'll cover things like business setup, tools, pricing, and getting that first version of your experience out into the world.
Why it matters: Getting started can feel overwhelming. We'll break it down and get you moving. Session 2: Setting Your Business Apart
You don't need to do what everyone else is doing. This session helps you define your experience. What makes it meaningful, different, and aligned with what guests are actually looking for. We'll dig into storytelling, flow, and how to craft something that stands out.
Why it matters: A clear, unique experience is what makes people book, and come back. Session 3: Getting Out There - Branding & Marketing on a Budget
Marketing doesn't have to be expensive. We'll show you how to build a brand that resonates, reach your first guests, and market smart with the tools you already have. From social to storytelling, you'll walk away with concrete ways to start attracting the right people.
Why it matters: If no one knows about it, it doesn't exist. Let's fix that.
If you're ready to start building something real, now's the time.
In Denmark only 1 out of 4 entrepreneurs is a woman. At Understory, we want to change that. Female Founders Lab is our way of making the journey into entrepreneurship in the experience and tourism industry more accessible, supportive, and real.
Dates: Session 1: 15th of May Session 2: 27th of May Session 3: 12th of June
Session 1: Getting Started & Defining Your Business
How do you go from an idea to something real? This session gives you the practical foundation - what you need to get up and running. We'll cover things like business setup, tools, pricing, and getting that first version of your experience out into the world.
Why it matters: Getting started can feel overwhelming. We'll break it down and get you moving. Session 2: Setting Your Business Apart
You don't need to do what everyone else is doing. This session helps you define your experience. What makes it meaningful, different, and aligned with what guests are actually looking for. We'll dig into storytelling, flow, and how to craft something that stands out.
Why it matters: A clear, unique experience is what makes people book, and come back. Session 3: Getting Out There - Branding & Marketing on a Budget
Marketing doesn't have to be expensive. We'll show you how to build a brand that resonates, reach your first guests, and market smart with the tools you already have. From social to storytelling, you'll walk away with concrete ways to start attracting the right people.
Why it matters: If no one knows about it, it doesn't exist. Let's fix that.
If you're ready to start building something real, now's the time.
What is included
✅ 3 Hands-on Workshops
Each session gives you practical tools, real-world insights, and expert guidance from women who've been there ✅ Guest Talks from an Experienced Creator
Learn directly from women who've successfully launched and grown experience-based businesses. ✅ Dinner at Every Session
Enjoy casual meals while building meaningful connections with fellow founders. ✅ Community & Network
Join a close-knit group of women who understand your journey, and want to see you succeed. ✅ Actionable Business Tools
Walk away with concrete steps for launching, strengthening, and marketing your experience-based business. ✅ Small Group Format
Only 8 spots available to keep the learning deep, personal, and high-impact. ✅ Early Bird Offer
Book before 7th of May and save 149 kr. on your full enrollment.
Each session gives you practical tools, real-world insights, and expert guidance from women who've been there ✅ Guest Talks from an Experienced Creator
Learn directly from women who've successfully launched and grown experience-based businesses. ✅ Dinner at Every Session
Enjoy casual meals while building meaningful connections with fellow founders. ✅ Community & Network
Join a close-knit group of women who understand your journey, and want to see you succeed. ✅ Actionable Business Tools
Walk away with concrete steps for launching, strengthening, and marketing your experience-based business. ✅ Small Group Format
Only 8 spots available to keep the learning deep, personal, and high-impact. ✅ Early Bird Offer
Book before 7th of May and save 149 kr. on your full enrollment.
Practical information
Schedule for all three sessions:
17:00 - 17:30 | Shared Experience
Start with a short experience to set the tone for the day.
17:30 - 18:00 | Dinner
Get to know your fellow founders over a shared meal.
**18:00 - 19:30 | Workshop **
Focused, hands-on guidance on the theme of the day.
19:30 - 20:00 | Host Talk
Honest stories, lessons, and encouragement from our invited speaker.
17:00 - 17:30 | Shared Experience
Start with a short experience to set the tone for the day.
17:30 - 18:00 | Dinner
Get to know your fellow founders over a shared meal.
**18:00 - 19:30 | Workshop **
Focused, hands-on guidance on the theme of the day.
19:30 - 20:00 | Host Talk
Honest stories, lessons, and encouragement from our invited speaker.
Book a private eventLooking to hold a private event?
We can also arrange private events for larger groups, such as company events etc. Leave us your details and we'll get back to you as soon as possible.
About Understory
At Understory, we want to bring our hosts together, which is why we regularly invite you to join us for experiences where you can meet entrepreneurs and passionate hosts in an informal setting. We often gather at one of our hosts’ locations to get to know them better, whether it is at a cooking class, a RIB boat tour, or over a ceramic mug. Our goal is to be curious together, so we all come away with new insights and connections.