Lateefa Alwaalan is an entrepreneur, inventor, and business leader. She founded Yatooq, which introduced ready-made Arabic coffee blends and the region’s first automated Arabic coffee machine, and co-founded Aroom, a company developing coffee vending technology. She also works on initiatives supporting women in business, having co-founded CellA+, a professional network for Saudi women.

Alwaalan currently serves as Managing Director of Endeavor Saudi, and holds positions on the Riyadh Chamber of Commerce board and the advisory board for GEN Saudi, the Global Entrepreneurship Network. Her work spans entrepreneurship, innovation, and ecosystem development, focusing on creating opportunities and supporting business growth in Saudi Arabia and the wider region.