Female-led start-ups embrace Plan B — then C, D, E . . . 

The upheavals of Covid-19 forced female founders to make the most of their skills at achieving more with fewer resources than many of their male counterparts. “We kept revising what the worst scenario would be,” says Joanna McFarland, chief executive and co-founder of Los Angeles-based HopSkipDrive, which she set up as an on-demand ride service for schoolchildren. “We had a plan A, B, C . . . and F.” She shed some of her 118 staff and furloughed others in an attempt to keep ahead of the crisis.

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