THE 4SETO group of young entrepreneurs 311.
(photo credit: Courtesy)
An annual competition held on July 18 and hosted by Unistream, a non-profit
organization founded in 2001, will showcase products ranging from a unique
toilet seat cover to an innovative beach towel.
The Israeli business
leadership program for youth offers a developed network of Israeli professionals
and entrepreneurs who provide hands-on mentoring in their respective
The three-year program is geared toward 10- 12th graders and
operates out of Unistream’s 11 state-of-the-art centers across the country. The
organization’s main goal is to encourage business and social leadership among
disadvantaged youths living in the peripheral areas of Israel.
Development Minister Silvan Shalom will be awarding 20,000 NIS at the
competition to the young entrepreneurs, who are split into three divisions based
on their grade in high school.
Some of the innovative products that will
be on display at the annual competition, which is located at Bar-Ilan
University’s Wohl Center, include: “Yamba,” a beach towel that is waterproof,
has secret zippers for valuables and can even be turned into a knapsack;
“Cleaninist,” a personal hygiene kit that fits in your pocket and comes complete
with a mini comic book, disinfectant and more, which the Eilat Municipality has
already started selling; a unique contraption designed to protect one’s fingers
when hammering nails; and a car seat specifically designed for
“Exposing kids to the secrets of the business world at a young age
tremendously enhances their chances for success in any field they choose,” said
Rony Zarom, founder of Unistream and CEO of Desima Capital
Zarom, who grew up in Israel’s economically depressed Ramle,
learned at a young age that hard work and learning from the right mentors can
dramatically change one’s path in life.
One of the companies competing in
next week’s competition is 4SETO, which was started by youth from Or
“I felt that I wasn’t doing enough meaningful work with my life,”
said Liat Varon, an industrial engineer and leader of 4SETO, in explaining how
she started volunteering for the organization.
“4SETO operates like any
According to Varon, “brainstorming, raising capital, as
well as product presentation” are just a few examples of what makes 4SETO like
any other business.
The product that Varon’s group of young entrepreneurs
conceptualized was the “Nicela” (taken from the words nice and the Hebrew word
for toilet, “asla”).
The product is geared toward improving hygiene in
public bathrooms and essentially is a toilet seat cover made of toilet
“The students thought about their own personal problems and needs
both at home and in school,” recounts Varon, explaining why the group chose this
4SETO has already started manufacturing the product in
China and will start selling in about a month. This young corporation is on the
verge of signing a contract with an Israeli company called Smartvend, where
Nicela will be sold together with a wet wipe in vending machines nationwide for
just one shekel.
“Maybe women would be more inclined to buy this
product,” Varon said.
Insisting that the target market includes
“students, soldiers and travelers of both genders,” she nostalgically added, “It
was an amazing journey seeing these insecure inexperienced children starting to
believe in themselves and what they are capable of.”
In light of
Unistream’s success, the Regional Development Ministry will invest 6 million NIS
to create new Unistream interfaith centers.
“I believe in promoting young
people and providing an equal opportunity for all youth. I’m aware of the
importance of Unistream’s youth leadership training, which has enabled
peripheral youth to integrate into the world of business and succeed,” commented
Shalom, who, it should be noted, also began his career at an early age.