

Meet The Founders

Shyne Wayv
Danni Adams
Danni Adams “Amapoundcake” is an influencer, writer, activist, and body image coach redefining beauty and advocating for marginalized communities. A proud Sanford, FL native, she holds a bachelor’s in Sociology from Florida State University and a Master’s in Public Administration from the University of North Florida.
Through her brand, Amapoundcake, Danni uplifts women historically excluded from mainstream beauty narratives, using fashion, art, and modeling to challenge societal norms. She co-founded a body image coaching certification and launched Shyne Wayv, an agency curating impact-driven brand campaigns.
Danni made history as the first micro-influencer to host Social Icon and has spoken at Harvard, University of Ottawa, and Bethune Cookman. Featured on ABC’s Tamron Hall Show, CNN, Essence, and Ebony, she’s been recognized for her work in social impact. Passionate about self-expression, she empowers people to live freely and unapologetically.

Mystery on Main Street
Mario L. Castellanos
Mario L Castellanos, is Founder and CEO of Mystery on Main Street, a unique marketing and advertising company.
The company using incentivized gamification, augmented reality and artificial intelligence to bring business back to local "mom 'n pop" businesses and help economically sustain local communities.
The idea for MoMS was formed in 2017, inspired by Pokémon GO. The company was founded in March 2020 - just prior to the pandemic.
MoMS is a company of creatives and creativity backed by precision technology. Real writers develop mystery stories. Real people deal with people. New ideas creating new ways to use technology. It's Mario's job to put all this and more together, and create a whole new experience, not quite experienced before.
Mario realizes these small businesses are just plain feeling the squeeze and can help change that, making it fun and exciting and sustaining local communities in the process.

SaaSocially
Nadia Kirlew
With over nine years of experience in the sales industry, I have built a proven track record of exceeding KPIs, metrics, and revenue targets across diverse sectors, including tech, healthcare, travel, and hospitality. Throughout my career, I have consistently earned promotions, surpassed commission goals, and achieved OTE (On-Target Earnings) by driving impactful results.
I specialize in helping companies scale from the ground up, often as one of the first hires in Business Development Representative (BDR) or Sales Development Representative (SDR) roles. My expertise lies in generating leads, converting them into loyal clients, and laying the foundation for sustainable growth. I take pride in being a key contributor to the success of early-stage companies, providing them with the momentum needed to thrive in competitive markets.
Now, I am transitioning into entrepreneurship, leveraging my extensive sales experience to help businesses amplify their brand visibility, attract new clients, and achieve collective growth. My mission is to empower companies to reach their full potential by connecting them with the right audiences and fostering long-term success.

Racky.Ai
Matias Dell'Anno & Ignacio
Matias Dell'Anno is the founder of Racky, a sales platform based on AI technology. His mission is to transform how people buy online.
Racky was founded in 2023 when Matias and Ignacio decided to work on a project together.
As founder and CEO, Matías oversees product strategy, sales, marketing, finances, and funding strategies.
Matías believes that AI will change how the world works and wants to be part of the change that will improve people's lives.
To date, Matias has been recognized as a leading voice in marketing and AI, teaching in different Universities, including San Andres, Palermo, and Siglo 21.
Matias has been featured in several media, including La Nación, Orlando Tech, and iProfesional, primarily because of his book "SuperJump".
Ignacio is a full-stack developer with over 15 years of experience working on different projects.
He was a co-founder at Jackie AI, and he built Project Send, an Open Source with over 4 Million pulls on GitHub.

SPACE
Oscar Hedaya
Oscar Hedaya is the founder of SPACE and the creator of The Space Safe—the most advanced, secure, and accessible smart safe for everyday people. With a background in building successful startups and a passion for security tech, Oscar combines innovation and real-world insight to deliver a safe that’s as smart as it is strong. Think Ring, but for safes.

Accounting Manager
Ashley Kitt
Ashley Kitt is a detailed-oriented, results-driven Accounting Manager with years of experience in manufacturing, transportation, professional services, and government contracting. With a deep understanding of financial reporting, compliance, and process optimization, she has successfully led accounting teams and improved financial operations across diverse industries. She helps startups and small businesses implement best practices, internal controls, and navigate industry-specific accounting challenges.
Ashley holds two Bachelor's of Science degrees in Accounting and Public Relations. Apart from working in the private sector, she is the owner operator of CAO Strategy where she provides consulting, accounting software/ERP implementation support, automation software development support and outsourced full cycle accounting services. Her goal is to empower small businesses with the knowledge and tools to drive financial success and operational efficiency.
Meet The Facilitators

Diversity, Equity, Inclusion, and Belonging (DEIB) Leader & Expert
Dr. Michelle Brown
Dr. Michelle Brown is a dynamic leader and expert in Diversity, Equity, Inclusion, and Belonging (DEIB), holding a PhD in Industrial-Organizational Psychology, a Master's in Organization Transformative Leadership, and a Bachelor's in Psychology. She has a proven track record of working with global and national organizations, partnering with executives and cross-functional teams to drive meaningful change.
Renowned for her strategic data storytelling and transparent leadership, Dr. Brown specializes in optimizing business processes, talent management, and equipping organizations with the skills needed to thrive. Through collaboration, training, and workshops, she aligns organizational goals with key performance indicators to enhance sustainability and business success.
Her expertise spans strategic planning, talent development, project management, and corporate and nonprofit consulting. Whether leading DEIB initiatives or refining talent strategies, Dr. Brown is committed to helping organizations achieve measurable results with precision and purpose.

CTO, Startup Tech Advisor, creator of TechSpeakCo-founder of Wellbeing Inc.
Nelly Yusupova
Nelly Yusupova is a CTO, with over 18 years experience, leading companies to technical excellence. She is a start-up tech advisor, outsourced CTO, and the creator of TechSpeak for Entrepreneurs.
Nelly is on a mission to help entrepreneurs minimize technology mistakes and through her online masterclass TechSpeak for Entrepreneurs, she provides the roadmap to successfully manage technology teams and projects, even if you are not technical or know how to code.
Nelly was included in Fast Company’s, “League of Extraordinary Women”, and has been at the forefront of the women’ s movement online since 1999. She was also named Wall Street Journal’s “Woman on the IT Fast Track”.
Nelly is a speaker and presenter for many organizations and major industries events including: Women’s Enterprise Center, Founder Institute, Saas Academy, Black is Tech, GSV Bootcamp, WeWork Labs, TechDay, FastTrac NewVentures, Womens’ Venture Summit, Small Business Summit and has been featured in INC Magazine, NBC Today Show, Fast Company Magazine, NewsDay.com, O’Reilly, SmartMoney, SmallBiz, TechRepublic, Women’s Radio.

Product Leader
Jamaila Holder
Jamaila Holder is a seasoned Product Leader with experience at LinkedIn, SAP, and Vanguard, where she honed her expertise in guiding founders to build successful tech products. With over a decade of experience developing B2B and B2C technology, she founded her consulting practice, offering Product Management as a Service to help founders learn, build, and launch innovative products. Jamaila is passionate about crafting user experiences that align with customer needs, leveraging user research, data-driven insights, and optimal design patterns to create dynamic product strategies. Over her 18-year career, she has been recognized by The Product School for her thought leadership, guest lectured on product management at Columbia Business School, and taught 200 founders through workshops she designed. Jamaila focuses on centering people and processes, enabling teams to deliver meaningful results and achieve their business goals.

Public Relationship Strategist
Shani Bryant
Shani Bryant is a seasoned public relations strategist, leading marketing agency, where she oversees high-impact outreach campaigns for corporate, government and nonprofit clients. With more than a decade of experience, Shani brings a unique blend of communications expertise and policy insight, honed through supporting and managing multimillion-dollar projects that span public health, infrastructure, and transportation. Her work centers on equity, accessibility, and cultural relevance—ensuring that every campaign resonates with the communities it serves. With a deep commitment to collaboration, Shani is passionate about driving meaningful change through thoughtful, community-centered communication.

Founder & CEO, Easie
Rock W. Vitale
Mr. Vitale founded Easie in early 2018 and brings significant experience to the business. His career has encompassed multiple industries including software engineering, AI, operational excellence, analytics, research, design and international business.
Founded in 2018, Easie delivers solutions that empower businesses to use technology to achieve operational excellence. Easie's expertise spans advanced automation, AI computer vision, natural language processing and systems integrations.
Easie is an industry leader in AI-powered document processing through EasieOps, their proprietary AI technology product that automatically extracts and stores data from complex documents. EasieOps uses cutting-edge AI models that automate data extraction with up to 99% accuracy, eliminating the need for manual entry, even for unstructured, handwritten or industry-specific documents. Unlike generic AI tools, EasieOps integrates into business workflows and handles integrations, compliance and large-scale document analysis with precision.
Mr. Vitale graduated from Champlain College’s Stiller School of Business with a Bachelor of Science in International Business and is also a certified project management professional (PMP). Mr. Vitale is also the Vice Chair on the board of directors for a literary and performing arts non-profit in San Diego, California.

Accounting Manager
Ashley Kitt
Ashley Kitt is a detailed-oriented, results-driven Accounting Manager with years of experience in manufacturing, transportation, professional services, and government contracting. With a deep understanding of financial reporting, compliance, and process optimization, she has successfully led accounting teams and improved financial operations across diverse industries. She helps startups and small businesses implement best practices, internal controls, and navigate industry-specific accounting challenges.
Ashley holds two Bachelor's of Science degrees in Accounting and Public Relations. Apart from working in the private sector, she is the owner operator of CAO Strategy where she provides consulting, accounting software/ERP implementation support, automation software development support and outsourced full cycle accounting services. Her goal is to empower small businesses with the knowledge and tools to drive financial success and operational efficiency.
WHO
SHOULD
APPLY
Are you an idea-stage founder ready to START your 2025 in entrepreneurship?
Got a bold business idea but not sure how to make it real?
If you answered "YES," START is the program for you!
We’re looking for visionaries with groundbreaking ideas who believe in building an inclusive and equitable future. Join us, and let’s change the face of entrepreneurship together!
PROGRAM
BENEFITS
You could be one of 15 founders selected for START and launch your business.
The START experience includes:
- Industry-led workshops
- Mentorship
- Access to digitalundivided's resource library
- Access to digitalundivided's founder community and events
- In-person START Showcase Event
- Ongoing Support Post-Program
KEY
DATES
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Application phase: Jan 27 - Mar 9, 2025
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Selection of Finalists: Mar 17-21, 2025
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Onboard of participants: Mar 25-28, 2025
- In-Program Phase: Apr 1- 17, 2025
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In-person START Founder Showcase: May 2, 2025
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Time commitment: 1.5 hours per session on Tuesdays and Thursdays
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APPLICATION
REQUIREMENTS
If you are applying, you should be:
- Based in Central Florida, U.S. (Daytona, Tampa, Orlando)- 18 years old or older.
- A Founder who is in the idea or early phase of your business.
- A Founder who does not have existing revenue from your business.
- Able to clearly and concisely summarize your business concept and vision.
- Open to guidance and ready to build a sustainable, tech-enabled business.
- Able to articulate how your inclusion in the program contributes to disrupt inequities within the entrepreneurial ecosystem.