Lateefa Alwaalan, is an inventor, and a serial entrepreneur. She started her first company at the age of 16. She earned her bachelor degree in computer science from King Saud university and later gained experience in information technology from working at different companies. In 2011, Lateefa earned a Technology management MBA from University of Washington. Her passion for Arabic coffee drove her to reinterpret how Arabic coffee drinkers consumed it. She started her first steps in (Yatooq) by manufacturing readymade Arabic coffee blends, and the first automated Arabic coffee machine. Yatooq sold thousands of coffee machines across the GCC countries and the world. She also recently co-founded Aroom a company focused on developing technology for coffee vending machines