Began professional career as a primary school teacher in Ethiopia’s capital, Addis Ababa. Determined to improve the conditions of children in the country, looked for ways to educate children on a mass scale. In 2005, with husband, co-established the educational multimedia enterprise Whiz Kids Workshop. Working from their living room, using sock puppets, computer graphics and their own voices, began producing Tsehai Loves Learning, the first educational preschool television programme in the country. Whiz Kids Workshop went on to develop further programmes and win numerous international awards such as the Next Generation Prize at Prix Jeunesse International (2008) and the Japan Prize International Contest for Educational Media (2008, 2009). Named a Rolex Young Laureate in 2010 and one of Fast Company’s 2012 most creative people in business.