Ones to Watch: Sheena Allen x Sheena Allen Apps

Sheena Allen has always been fascinated with going against the norm. Four years ago, the founder of Sheena Allen Apps, decided that coming from a small town in Mississippi would not limit her to the typical go to school to get a 9-to-5, and return home. Sheena knew she wanted different.

Since launching her first application, Sheena Allen Apps has been downloaded by your favorite celebrities. With no coding experience, she has created 6 applications with over 2 million downloads. These apps include: PicSlit, Dubblen, Orange Snap, TwtBooth, Words on Pics, and InstaFunds.

Keep reading to find out how Sheena Allen took her idea from a Wal-Mart parking lot, to housing over 6 applications and counting, building her personal brand, and her plans to be the face of blacks in technology.

Name: Sheena Allen

Age: 26

Location: Houston, TX/ Jackson, MS

Current Title: Founder/CEO Sheena Allen Apps

Education: University of Southern Mississippi/ Psychology and Film with a minor in Marketing

What was your first job out of college and how did you land it? What was the biggest lesson you learned while there?

I’ve never had a job after college. My parents always told my brother and I that once we turned 16 years old we needed a job for gas and cell phone bill money. So, my first job was in high school at McAlister’s Deli in the local community. I played basketball and volleyball, so I took those seasons off, but for the rest I worked.

The biggest lesson I learned was that I didn’t want to do that for the rest of my life.

When did you first become interested in creating apps? What sparked your interest?

In 2011 during my senior year of college at the University of Southern Mississippi, I had a purely random idea. I literally went to Wal-Mart with my roommate to buy supplies. Afterwards, sitting in the car looking at my long receipt, I looked at my roommate and said “It would be so cool if there was an app that lets me keep up with my money and my receipts. Then I said I’m going to create an app.” So I opened up Microsoft Word, and here I am text block designing an app, and that’s how I got started.

You designed your first app in Microsoft Word; tell us a little about this process and how you were able to create your first app?

It’s definitely not the ideal thing to do or the ideal way to do it, but I designed the best way I knew how. I did have an iPhone but I knew nothing about technology. I tell people all the time, not knowing was my gift and my curse. It was my gift because I had no idea you weren’t suppose to do tech as an African American female. I only knew that there was something I wanted to create, and I was going to create it. I Googled how to create an app and a freelance website came up. This guy was listed as a freelancer on the site and I felt he would be perfect for the job, so I had a phone interview with him. I went on to hire him and he helped me develop my first app.

Your apps have been used by some very notable people: Diddy, Keyshia Cole, Kevin Hart, K. Michelle, and Trey Songz to name a few. What were your initial feelings when these moments happened?

Probably the first time I saw it I thought, “Wow, they really are using my app.” At the time my main competitor was Split Pic, whose app blends two photos while my app merged the two photos. I was able to tell when people used my app due to the difference. For me it was the fact that something that started as an idea in my head, other people loved. My vision had come to life and other people liked my vision, and that was an amazing feeling.

What qualities would you say are essential for owning a business?

Number one, you have to have a lot of faith. I say this because most of the time as entrepreneurs no one really sees what you see. You have to have faith in the process, and in your vision. Faith that your vision has the ability to change lives.

Number two would definitely be to have thick skin. People will tell you that your idea is stupid, it will never work, and that you’re wasting your time. My own grandmother told me to get a job because I needed a steady income. She pretty much told me I was wasting my time, but she’s old school. All she knows is job, steady income, and 9-to-5; but I knew that wasn’t what I wanted. Have thick skin because you will be told no by investors. There are so many stories of people who turned down the opportunity to invest in Airbnb and Uber, and now, they are now multi-billion dollar companies.

How instrumental has mentorship been for you and your journey? What advice would you give someone about finding and developing a relationship with a mentor?

My first year or two I was so stubborn. I honestly felt like no one wanted to help me. Being from Mississippi there aren’t a lot of tech companies that you can go to and say, “Hey, can I intern for you? Can you mentor me?” Because of this I felt like I was on my own. Crazy that it led me to a million downloads, but I would not recommend that route.

I ended up reaching out to a guy in Austin,TX. He wrote back saying “Listen, great story, I can’t help you but I know the perfect person who can.” Josh Kerr was my very first mentor. He took me under his wing and introduced me to a lot of people. I did co-working at Capital Factory, and I love them because they taught me so much. Another person outside of Josh that really had an impact on me was Michael Seibel. Michael is currently a partner at Y Combinator and we’ve honestly had one phone conversation, and that was the most valuable conversation. We have communicated through emails, and I know if I needed advice about anything he would respond.

Outside of Josh and Michael would be Wayne Sutton. I asked Wayne his opinion on what it would take for a black female to break out of the tech. I’m not the first person to do this. Kimberly Bryant of “Black Girls Code” and Tiffani Bell of “Detroit Water Project” have both been in tech for years. I feel we have great people who have done great things but we have yet to have a face. When you think of tech for a white male or major tech company you think of Mark Zuckerberg or Steve Jobs, but we don’t have a black face.

Wayne told me that I could either follow the same route as everyone else, which was intern for a major tech company on and off for four to five years, or I could do things differently, and take the time to truly build a personal brand. I didn’t look at it that way before.

What is a typical workday like for you?

Life is random right now, which isn’t a bad thing. There have been days where I haven’t seen outside for days in a row, and I sometime feel like I need a drink!

I have my projects laid out and I’m focusing on bringing Sheena Allen Apps back to Mississippi while in the process of closing on investment opportunities and relaunching a few apps.  I’m also working on my book and removing the very first finance app idea, inspired by my trip to Wal-Mart, from Sheena Allen Apps and putting it under a completely different umbrella, which will be a fintech company.

In your experience you have said that people are more willing to help than we think. How has it been for you having other races help you?

My first mentor was white. We did talk about being black and in tech, but for the most part he cared about my vision, not the color of my skin. I’m all for diversity and I appreciate people like Wayne Sutton who really push the envelope for more diversity in tech for women, minorities, and for African American women.  We need to focus on getting more African Americans into computer science and engineering classes. I believe we talk about the diversity issue a lot but we need to take more action and do less talking. I’m more about action and I feel once we put in the work our work will speak for itself. It starts with us. We have to lead the movement before anyone else.

What is your advice for someone who feels that they have to choose between hanging out and focusing on their business?

It’s different for everyone, but you can’t get time back. I would rather for someone to waste my money than to waste my time because you can’t get that back. However, I do think that it is important that you give your brain a break. For me it may be me spending time with my nieces or nephews or maybe even going out to drinks with friends and catching a football game. When it is all said and done, my work comes first.

I do want a family someday, and I believe that everything comes with a price. I have female mentors who are 40 plus with an awesome career, with no family. That was a sacrifice. I think today it is easier to balance a career and family, but the past generations had to choose between starting a family and focusing on their career. The decision that you make comes with a price and you have to decide what price you’re willing to pay.

Owning your own business can be a huge risk financially. What steps did you take to start and fund your business?

I am currently going through investment rounds and it’s not easy. The common misconception is that people who have tech startups have $50M in the bank, which is not the case for everyone. Thankfully, I have been able to bootstrap and make money from the company as well as consulting, but I made sacrifices. My first app was a loan from my dad. I’ve gotten loans from my aunt and uncle, and crazy enough one of my apps was a birthday gift. I am very frugal and this has really helped me. I would rather eat a bowl of cereal than to buy food. My rule has always been, if I can’t buy three of something, I can’t afford it. I buy what’s important, and that’s investing.

It has been a lot of paperwork and I feel like every time we go through it has been something that I’ve missed. It is definitely a process that I can’t complain about because I understand it now. It has been a great opportunity that I’m appreciative of especially seeing that African American women are the least funded and to have an opportunity to have outside investments, I’m grateful.

What marketing strategies or other techniques allowed you to grow your business?

Definitely social media. Starting out I had the mentality that I would start a company and make money. I didn’t care if no one knew my name, but now I’m interested in having a personal brand. I’m focused on putting my face out there, and speaking more so that now people get to see me.

I recently spoke at Black Girls Code in New York, and I remember one of the parents approaching me and saying “These girls just didn’t need to hear you, they needed to see you.” Wow.

I’ve also been partnering and connecting with others which helps with brand building. Anthony Fraiser of The Phat Startup is actually doing the foreword for my book. Who you connect with is also a branding and marketing strategy.

With so many hats to wear, how do you support each facet of your business effectively? Has your team grown or are you a one-woman show?

At one point everything was just me. I’m trying to build a team around me that understands that I have a big personality. I’m a very goofy person but when it comes to business we have to get to it. I need people around me that understand my vision, and who are willing to challenge me as much as I challenge them. I never want anyone who is going to work for me. I want someone who’s going to work with me, and there’s a difference between the two. If you work with me, I’m learning from you just as much as you’re learning from me. I may wear the hat of CEO, but just because I wear the hat doesn’t mean I can’t learn from you. I want to learn until the day I die.

Best moment in your career thus far?

That moment came in the form of an email. Anyone who is an entrepreneur, no matter how successful you are, we’ve all had those days when we’ve contemplated giving in and going to get a “job” and became overwhelmed. I had one of those moments on year two, and I thought “maybe my grandmother was right.”

I got an email from a little girl in Ohio who was in the seventh grade and thought it was so amazing that this app that she loved was made by a girl. She said it inspired her to want to create apps. Those moments click, because it shows you that what you’ve created has touched someone.

What advice would you give your 23 year old self?

Don’t be stubborn. Be more adventurous. If I could go back I think I would be much further than I am now, for me time is of the essence. I think I could have made some changes but it’s all in God’s time.

Sheena Allen is Black to Business…

• I wish I knew how to… Code better.
• Perfect Sunday? Somewhere by the beach. A beautiful day and not too hot. Just pure relaxation.
• What is the last thing that inspired you? A recent article I read about a 17 year old who had a three million dollar empire he started when he was either 12 or 14. I love those types of stories and I feel like they don’t get enough attention.
• Happy Hour or Brunch? Happy Hour
• TV show you wish was still on air? The Fresh Prince of Bel Air
• Who would play you in the movie of your life? Zendaya, I follow her and she’s very creative and wise for her age.