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Put your credit card away Seven ways to fund your startup on the sly
Incubating
Turning innovation
Sheraa Chairperson
heads
Harmeek Singh
H.E. Sheikha
Bodour
The founder and Chairman
of Plan b is all about
Bint Sultan
differentiating his brand-
and always staying
Al Qasimi
ahead of the game Harnessing
entrepreneurial
potential in
the UAE
show me
the money!
MENA fintech startup
NOW Money wants
to help everyone get
access to banking
9 77231 1 541 008 >
march 2017 | www.entrepreneur.com/me | UAE AED20
march 2017
CONTENTS
20
H.E. Sheikha Bodour Bint Sultan Al Qasimi,
Chairperson, Sheraa
20 24 28 36
INNOVATOR: INNOVATOR: INNOVATOR: ‘TREPONOMICS:
Incubating innovation Turning heads Mastering marketing MARKETING
H.E. Sheikha Bodour Plan b founder and Nadim Ghrayeb, Regional Redefining influencer
Bint Sultan Al Qasimi, chairman Harmeek Singh Sales and Marketing marketing
Chairperson of Sheraa, on on how he ensures his Manager, Cadillac Middle Edelman’s Director of
harnessing entrepreneurial enterprise stands out in a East, on the brand’s Digital –MEA Ema Linaker
potential in the UAE. competitive market. transformation in terms of explains why influencer
its image and ideals. marketing in the MENA region
has to grow up in 2017.
32
‘TREPONOMICS: 74
PRO START IT UP:
The pursuit of happiness Q&A
Bayt.com’s Suhail Show me the money!
Al-Masri busts the MENA fintech startup
myths associated with Now Money wants to help
keeping your employees everyone get access to banking
happy at work. systems.
55 Dubai Chamber and Smart Dubai Office invite applications
for Smartpreneur 2017
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philipstein.comCONTENTS march 2017
24 46
‘TREPONOMICS:
72
‘TREPONOMICS:
Harmeek Singh,
founder and ESQUIRE GUY PRO
Chairman, Keeping up with the times Securing your IP
Plan b Group
Want to understand Fatema Fathnezhad, legal
millennials? The Esquire consultant at Cedar White
Guy explains why it’s simpler Bradley group, explores
than you think. the two key documents
every UAE startup needs
52 to secure their intellectual
TECH: property.
THE FIX
Industry 4.0 is here
Volker Bischoff, General
Manager, Robert Bosch
Middle East explains why 54 YaHalla’s Alif
Industry 4.0 is the reality of smartphone and
Alpha tablet
manufacturing today- and is
here to stay.
42 65
TECH: MONEY: 68
SHINY ECON START IT UP:
#TamTalksTech Taxing times ahead ECOSYSTEM
Gadgets and doodads Lovrenc Kessler, Managing Keeping entrepreneurs at
that you might’ve missed Partner of Simon-Kucher’s home
out on, sourced by a tech office in Dubai says that with A new Endeavor Jordan study
aficionado. Yes, it’s okay to VAT coming soon to the GCC, sheds light on migration
want them all… and no, it’s companies need to rethink trends among Jordan’s
not our fault. their pricing strategies. homegrown businesses.
68
78
A scene from the
Endeavor Jordan
David Llorente,
event to discuss
CEO, Narrativa at
business migration
48 Forward
10 Entrepreneur march 2017Porto Arabia Towers
DĂůůŽĨYĂƚĂƌ Doha, Qatar
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ŽŚĂKĸĐĞ͗ϵϳϰϰϰϯϱϴϯϴϭ DŝĚĚůĞ ĂƐƚĂŶĚĂƌŽƵŶĚƚŚĞǁŽƌůĚ͘dŽŵŝŶŝŵŝnjĞƌŝƐŬĂŶĚŵĂdžŝŵŝnjĞƌĞƐƵůƚƐ
ŽƌƉŽƌĂƚĞ,Y͗ϴϬϬϮϴϯϰϬϴϴ ŽŶLJŽƵƌŶĞdžƚƉƌŽũĞĐƚ͕ƚƵƌŶƚŽ,ŝůů/ŶƚĞƌŶĂƟŽŶĂů
ΞϮϬϭϰ,ŝůů/ŶƚĞƌŶĂƟŽŶĂů͕/ŶĐ͘CONTENTS march 2017
78 58
START IT UP: FRANCHISE:
Q&A Cashing in on the opportunity
Bridging the gap Zpizza’s Dubai franchisee
Qatar-based Education Harsh Pancholia on why
Basket wants to guide the opening a franchise business is
MENA region’s youth in their better than starting your own.
higher education forays.
48
82 CULTURE:
‘TREPONOMICS: LIFE
SKILLSET Not a magic pill
Identifying potential James Clear offers a
Jezreel Bokingo, founder beginner’s guide on deliberate
and MD, The Wingman practice to help you achieve
74 MENA fintech startup NOW Money wants to help everyone on the importance of your goals.
get access to banking prospecting for sales- and
how you might not be doing 16
enough of it. EDITOR’S NOTE
44 50 By Aby Sam Thomas
CULTURE: CULTURE: 60
TRAPPINGS LIFE MONEY: 70
‘Trep gear Growing into YOUR MONEY IN PICTURES:
The executive selection for entrepreneurship Put your credit card away It’s go time!
the entrepreneur on your Bizworld UAE CEO Helen Coplex CEO Zach Ferres on A look at Facebook MENA’s
list that has everything. Al Uzaizi lists eight skills seven ways you can fund #SheMeansBusiness, an
Okay, maybe for a little every entrepreneur needs to your startup when VC money initiative to encourage
self-reward as well. develop for business. is not an option. female entrepreneurship.
28
Nadim Ghrayeb,
Regional Sales
and Marketing
Manager, Cadillac
Middle East
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14 Entrepreneur march 2017EDITOR’S NOTE
Scaling the startup ladder
Working for an entrepreneur is nearly as hard
as being an entrepreneur
I
’ve always maintained that be- have somehow gone south for him
ing an entrepreneur or working to be so forlorn and glum. I found
for one is not for the faint- myself giving him a few suggestions
hearted, but I was still taken on what he could do to get out of his
aback when a particularly misery:
enterprising friend of mine (who
works at a Dubai-based startup) STEP ONE COMMUNICATE
confessed to feeling a crushing Your work at a startup shouldn’t
sense of frustration at work. As one come at the cost of your well-being,
of the company’s early recruits, I physical or emotional. Regardless
remembered him being a passionate of your feelings of loyalty toward STEP THREE DECISION TIME
champion of his employers, and yet, your company, I can assure you If, after all of the above, nothing
here he was now, looking disillu- that wallowing in a murky pool of changes in your environment once
sioned and demotivated. “I’m really self-pity is definitely not worth it. If your personal deadline has rolled
overloaded,” he said to me, as he you have a problem, voice it to your in, then I’d say that it might be
complained about his overwhelming employers- your bosses are entre- time for you to make a career move.
workload. There were just too many preneurs, and they have a hundred I can’t say there’s any job worth
tasks being thrown on his plate for different things on their minds all being miserable for, and while you
him to execute, he explained, and the time, and so it falls on you to may have signed up to be a part
adding to the pain was the fact that bring issues to the table. of the madness that is a requisite
when things invariably fell through of a startup, it shouldn’t be so
the cracks, he felt himself being at STEP TWO SET A DEADLINE TO overpowering that you become
the receiving end of the blame. “Ev- EXPECT CHANGE dejected and disappointed. Making
erything [that goes wrong] seems It’s one thing to take your problems the decision to move on from a
to be my fault,” he said. “I feel sorry to your employers; it’s another thing company that you invested so much
for myself.” altogether to see solutions come time and work into is difficult- but
For all of the conversation about from them on the same. This, how- it may be well worth your while.
the bravery of entrepreneurs in ever, doesn’t mean that you should
building businesses, there isn’t have to wait indefinitely for change
enough being said about the daring to happen- as I told my friend,
shown by the people who work for doing so will only see you fall back
these upstart founders. After all, the into despair. In order to avoid that,
risk these people take by choosing set a realistic deadline for expecting
to work for a startup (as opposed your entrepreneurial bosses to af-
to putting their talent to use at a fect change in your startup environ-
more established company) is pretty ment. If they value you as an em-
monumental. More often than not, ployee, they should make an effort
these are driven individuals who to help- and I do believe this has to
are ready to go above and beyond come from the top. As we have re-
what they are expected (read as: peatedly attested to in Entrepreneur Aby Sam Thomas
paid) to do. I believe that my friend Middle East: a company is nothing Editor in Chief
was one such kind of person, and without its team, and the people at @thisisaby
so, his work circumstances must its top should remember that. aby@bncpublishing.net
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Emerging technologies
Smart Dubai Office and 1776 launch
a hunt for blockchain innovations
I
n line with the Blockchain Strategy unveiled by
Dubai in October 2016 -a vision to become the
first blockchain-powered city by 2020- Smart
Dubai Office (SDO) and global entrepreneurship
network 1776 are looking for startups that can
transform conventional industries using their
blockchain technology. SDO and 1776 are now
inviting applications from enterprises for the
Blockchain Challenge, a pitch competition to be
Samer Abu Ltaif, Regional General Manager, Microsoft Gulf and Veresh Sita, Chief Digital Officer,
held on May 22, 2017 in Dubai. Selecting up to 20
Emaar Properties startups from the applications, the finalists of the
Challenge will travel to Dubai to pitch their blockchain
Calling young innovators product/solution to investors, business leaders,
and others. Besides monetary rewards, and 1776
Microsoft launches UAE edition of Imagine Cup 2017 membership opportunities for the winning startups,
with Emaar Properties the competition also offers a chance to receive pitch
S
training, and networking opportunities for competing
tudent developers, Microsoft is regional round will be $15,000 for startups. The three winning startups will also work
looking for the next big innova- first, $10,000 for second, and $7,000 with the respective Dubai stakeholders to implement
tion from the student commu- for third place winners. their blockchain solution in the city.
nity, and here’s your chance to Speaking about the challenge,
show off your best software so- Samer Abu Ltaif, Regional General
lution. Microsoft Gulf, in partnership Manager, Microsoft Gulf says that Mi-
with Emaar Properties, is hosting the crosoft is “very proud of the change
UAE edition of the Microsoft Imagine that we’re seeing in the UAE,” given
Cup 2017, a large-scale student “the number of accelerators head-
A team at the Enterprise
competition offering young develop- ing here, and the number of venture Challenge Qatar
ers a chance to “mold the world of capitalists that are starting to show
tomorrow” using their creativity and interest,” and he sees the Imagine Cup
tech skills. Having debuted in 2003, as “a golden opportunity” in the cur-
the competition holds the status of rent climate. With regard to the sup-
Dr. Aisha Bin Bishr, Director General of the Smart Dubai Office with
being the largest and one of the oldest port from Emaar, Abu Ltaif says he Evan Burfield, co-founder and CEO of 1776 in December 2016
technology challenges, and it kicks off considers the group to be a key player
its regional round in April 2017. Like shaping the lives of people in multiple According to the challenge’s official website detailing
the Microsoft YouthSpark initiative cities around the globe. “There is a the evaluation criteria, the jury panel will judge
(of which Imagine Cup is a part), the lot of emphasis on digital transforma- startups on parameters including level of innovation
challenge is based on the premise that tion in the context of urbanization in the use of blockchain, market size, business plans,
many of today’s successful tech plat- and building cities…[Like Emaar], we team composition, and other skills. The contest has
forms began as student projects, and are equally hungry to learn together also laid down a set of requirements that startups
is designed to “create an avenue for and share those values with them,” must meet to be eligible to apply, which includes
young entrepreneurs and innovators, he adds. factors such as scalable products, suitability to
in bringing their ideas to market.” Emaar, on its part, also regards the implement in Dubai, and directly impacting the
Imagine Cup selects most promising tie-up to be logical, both in terms of quality of life in the city, among others. Dubai
ideas/teams in over 100 countries by matching of values and objectives government launched its Blockchain Strategy
conducting local and online editions around tech innovations. “We believe to support its Smart City ambitions, by turning
of the contest. These selected teams that we are building iconic experi- paperless and shifting government transactions to
will then embark on an all-expenses- ences for people, but we are really blockchain platform- an online encrypted database-
paid trip to the World Finals to building it for future generations,” by 2020. Subsequently, initiatives promoting
compete with global student teams says Veresh Sita, Chief Digital Officer, blockchain have continued to be a focus for the
for a US$100,000 grand cash prize. Emaar Properties. “We want to focus UAE. While recently Dubai’s government partnered
Further this year, the contest has de- on youth, youth development and with IBM for testing blockchain technology for trade
cided to not bind itself by categories youth empowerment. Instead of us, finance activities, the National Bank of Abu Dhabi
and invites “technology solutions of in a vacuum, trying to figure out what (NBAD) also announced that it integrated global
image source: 1776 | imagine cup
every type, from every field” that run future generations desire, we see no blockchain startup Ripple’s technology into its
on Azure cloud, and “demonstrate better way than to actually use the systems. For more information on the deadlines and
the potential for digital transforma- youth of today to help us design the details of the Blockchain Challenge, visit the official
tion.” The cash prize for this year’s cities of the future,” he explains. website. www.1776.vc/sdo-blockchain-challenge
18 Entrepreneur march 2017“Sheraa reflects our
faith in the ability of our
youth to make a differ-
ence, and to contribute
positively to the pros-
perity of our economy
and the development of
our society.”
H.E. Sheikha Bodour Bint Sultan Al Qasimi,
Chairperson, Sheraa
20 Entrepreneur march 2017INNOVATOR
“With the healthcare
sector
“It is in we
vital that GCC
provide our young
projected to grow at
apeople
compoundwith the means
annual
to thrive as individuals
rate
and make the most and
of over 12%,
exceed
effectiveUS$71 billion
contributions
by 2020,
to the we are all
society.”
models they presented for
Incubating
their enterprises in sectors as
varied as gaming and F&B. In-
deed, the Sheraa team’s prow-
ess in selecting enterprises
was easy to see, as was the
innovation
effectiveness of their coaching
and incubation efforts at their
location in the American Uni-
versity of Sharjah. “Through
the first year, this journey has
been immensely successful
and exciting for the entire
Sheraa team,” Al Qasimi says.
“In particular, the support
of H.H. Sheikh Dr. Sultan
Sheraa Chairperson bin Muhammad Al Qasimi,
Member of the UAE Supreme
H.E. Sheikha Bodour Bint Sultan Al Qasimi Council and Ruler of Sharjah,
has been instrumental in our
overall success and ensuring
Harnessing entrepreneurial potential in the UAE that our messages reach out
By Aby Sam Thomas to aspiring entrepreneurs
T
within the Emirate and across
the country. In less than a
here was since Sheraa’s launch in And for the record, Al Qasimi year, Sheraa has hosted more
no missing January 2016. “Sheraa was and her team at Sheraa seem than 110 local and interna-
the sense of conceived with an aim to to have certainly delivered tional motivational speakers,
pride (and harness the entrepreneurial on that premise. The entre- conducted over 50 training
happiness, skills of the region’s youth,” preneurs who pitched their workshops and sessions in
of course) she remembers. “Through startups at the Showcase Day self-development, entrepre-
resplendent my interactions with young were remarkably cool and neurial, and tech skills, and
on H.E. entrepreneurs over the years, confident, and it was hard not trained over 1,300 aspiring
Sheikha Bodour Bint Sultan it became increasingly clear to miss the refined business entrepreneurs.” >>>
Al Qasimi’s face as she, that they had so much to
with UAE Supreme Council offer, especially with regards
Member and Ruler of Sharjah, to developing the economy
H.H. Sheikh Dr. Sultan Bin of Sharjah through innova-
Mohammed Al Qasimi, sit- tion. When we felt the need Medcare Women &
Children Hospital
ting beside her, watched the to establish an institution to
first cohort of entrepreneurs cater to this entrepreneurship
graduating from Sheraa’s ambition and development,
accelerator program present we wanted to position our-
their respective startups at selves more as incubators
its Showcase Day in February. for innovation than just an
It was a momentous occasion entity that supports startups
for her, no doubt- as Sheraa’s or SMEs. We wanted to make
Chairperson, Al Qasimi had successful examples out of
been a part of this program people’s creative ideas, and
right from its conceptual support their business plans, Dr. Azad Moopen,
His Excellency
FounderKhalid Al Huraimel, CEO, BEE’AH,
Director,H.H. Dr. Sheikh Sultan Bin Mohammed
stage, and now, she was bear- as well as empower them as Chairman and Managing
Al Qasimi, Supreme Council
Aster DM Member and Ruler of Sharjah, H.E. Sheikha Bodour Bint
Healthcare
ing witness to the results of strategic contributors to our Sultan Al Qasimi, Chairperson of the Sharjah Investment and Development Authority, and
her and her team’s efforts existing economy.” Najla Al-Midfa, General Manager, SheeraaINNOVATOR
H.E. Sheikha Bodour Bint Sultan Al Qasimi,
Chairperson, Sheraa
“With the healthcare
With all that it has accom-
sector in GCC
“Aligned with Sharjah’s Starting up (smart)
plished so far, the importance projected to grow at
economic vision to tran- H.E. Sheikha Bodour Bint Sultan Al Qasimi’s tips
of Sheraa as an institution asit
compound annual
from diversification for entrepreneurs
cannot be understated. rate of overSheraa
to innovation, 12%, and
“While there are excellent exceed
was set upUS$71 billion
to cater to “The first and undoubtedly glasses. In their mind’s
schools and universities the rising energy and de- most important thing when eye, they imagine it to be
which teach students busi-
by 2020, we are all starting a new business is a runaway success from
sire towards successful
ness management and critical set to maximize the
entrepreneurship.” for it to involve something the word go, and often fail
thinking skills, platforms like opportunity at hand.” that you are personally to take into account issues
Sheraa are able to channel program, and advancing with- passionate about. This that can easily derail it.
this knowledge towards build- in our accelerator program.” is what instills the will to I would also advocate
ing enterprises and turning Sheraa has also made it a make it a success. You joining a small business
theory into practice, bridging priority to engage with differ- should not consider a new forum and speaking to its
the skills gap that exists ent entities in both the public venture if you are merely members about their ex-
between what industries need and private spaces- according looking at it as a way to periences- I guarantee this
and what academia currently to Al Qasimi, such alliances make money. You will need will throw up several things
provides, mentoring young and partnerships help get the drive and energy to keep you haven’t considered.
entrepreneurs, and building upstart businesses under its a business going when Similarly, conduct extensive
locally relevant businesses,” wing better chances at mak- times get tough –which market research. Find out
Al Qasimi notes. “As a ing it big. “On our inaugural invariably will happen- and about other operations in
government-sponsored entity, Showcase Day, we had the these qualities will be in your area. Is the market
Sheraa provides through its pleasure of announcing three short supply if the venture already crowded? What can
accelerator teams subsidized new entrepreneurship tracks: is not something that is you offer that is different?
licensing, co-working space travel and tourism, sustain- all-consuming for you. What is the demand for
and access to investors and ability, and social enterprise,” You also need others, who your product or service?
private sector companies. Al Qasimi says. “We have have already launched their Also, you should never stop
We have received excellent partnered with industry lead- own businesses, to talk learning. I believe that it
feedback from students across ers in each track, Air Arabia, about pitfalls and draw- is important to never stop
University City, our core Bee’ah and Crescent Enter- backs that you might not learning and educating
target base. As we continue prises, to direct specific ven- anticipate. My experience yourself, because in the
to educate and inspire them, ture creation resources, and is that people often see fast-paced world we live
students take tangible steps help empower entrepreneurs their own proposed busi- in today, information is
by enrolling in our incubation interested in these fields.” ness through rose-tinted constantly changing.”
22 Entrepreneur march 2017INNOVATOR
Startups showcase
Sheraa’s presence in Sharjah trepreneurs is not something A look at the 10 enterprises in Sheraa’s inaugural
is also significant considering new- she has long been a accelerator program
that it is a major step in pre- champion for innovators and
senting the Emirate as a new thinking differently, and her 1. CARTPOOL is a crowd- connect, share study materials
hub for entrepreneurial talent role at Sheraa is just an ex- powered platform that and find peer tutors.
in the UAE. “Aligned with tension of this personal prem- facilities group buying for
Sharjah’s economic vision to ise. When I ask her what’s her individuals giving them ac- 6. TAYAR’s hardware and
transit from diversification to personal mission or dream cess to significantly reduced software solution allows users
innovation, Sheraa was set up that drives her to do all that prices. The platform lists to monitor and control electrical
to cater to the rising energy she does, her reply is an in- niche products specifically devices through their smart-
and desire towards successful dication of her farsighted ap- targeting millennials. phones, and also strategizes
entrepreneurship, for which proach to securing the UAE’s methods for more efficient
we are developing the Emir- future. “We must always 2. CAMEL GOAT INTERAC- energy consumption.
ate’s existing infrastructure,” bear in mind that nothing is TIVE is an indie video game
Al Qasimi says. “We feel it is more important to a nation company for gamers who 7. YADOH FATIMA is an
our responsibility to promote than its continuity, its next want to experience creative, F&B startup that brings the
a mindset of challenging the generation,” Al Qasimi says. meaningful and story-driven traditional Emirati breakfast
difficult and the impossible, “Without the proper invest- adventure games. experience back with efficiency
by planning a sustainable ment in its youth, economic and affordability to employees
future for civil communities.” and social evolution comes 3. HAMZA uses the latest in government entities.
This transformation of the to a standstill. It is vital that findings in natural language
Emirate is also aided by the we provide our young people processing to facilitate the 8. THE MAWADA PROJECT
fact that it is, already, attract- with the means to thrive as creation of high-quality creates skill-building
ing a large number of people individuals and make the Arabic content. Hamza is a community engagement pro-
owing to the educational most effective contributions writing enhancement plat- grams for children, providing
institutions housed in it. to the society. We have the form that corrects spelling them with transformative ex-
“Sharjah has long established resources to nurture a highly and grammar mistakes, and periences that shape them into
its credentials as a hub talented, highly educated pool provides style enhancement young leaders of the future.
for education and human of students and young entre- suggestions.
capital,” Al Qasimi explains. preneurs, and my personal 9. YALLA PICKUP is an app
“Welcoming a diverse mix of mission is to help these gifted 4. JUXTAPIECE, created that allows customers to con-
students who bring inspira- young people have the oppor- using unique technology, nect to pickup truck owners in
tion and innovation through tunities to realize their po- produces modern, hand- a secure, affordable way.
their thoughts, ideas, skills tential. Sharjah and the UAE crafted, customized art pieces
and creativity from various in general have made such a using a variety of wood types 10. KEZA is a seamless
parts of the world, Sheraa dynamic progress in a short and styles as the primary technology platform that
taps into this spirit at an time; we now play major roles material. aims to streamline the F&B
early age and hones their in many aspects of global af- industry from the dining
skills. It is a catalyst for fairs. I have every confidence 5. MOGZ is a collaborative experience to the management
increased interest in estab- that our future will be equally educational platform that of restaurants.
lishing and investing in small industrious, and we will have enables university students to www.sheraa.ae
and medium businesses, with our youth to thank.”
the purpose of living a life
less ordinary, moving away
from their comfort zones to
explore the path of entre-
preneurship. The country’s
vision of embarking on a path
of innovation and developing
a knowledge-based economy
is also inherent in Sharjah’s
ambitions and aspirations
regarding necessary infra-
structure for startup-friendly
environment. With institu-
tions like Sheraa, I believe the
Emirate is well positioned to
become a regional base for
images courtesy sheraa
entrepreneurship.”
Sheraa graduates, strategic partners and key players at Sheraa’s Showcase Day with H.H. Dr. Sheikh Sultan Bin Mohammed Al Qasimi,
It must be noted here that Supreme Council Member and Ruler of Sharjah, and H.E. Sheikha Bodour Bint Sultan Al Qasimi, Chairperson of the Sharjah Investment
Al Qasimi’s support of en- and Development Authority.
march 2017 Entrepreneur 23INNOVATOR
Dr. Azad
Moopen, Founder
Chairman and
Managing of services including market-
Director, Aster ing campaigns, experiential
DM Healthcare
events management, brand-
ing services, activations and
launches, visual merchan-
dising, and other projects.
Headquartered in Dubai,
with offices in Abu Dhabi,
India, and London, the Plan
b umbrella today covers eight
companies -Plan b Advertis-
ing (creative and printing),
Turning
Plan b Events (marketing,
public events, exhibitions
and in-house production),
SiO2 Events (a boutique
events agency), bSocial (the
group’s PR and social media
wing), bMovies (digital me-
heads
dia, application and technol-
ogy), bCreative (a boutique
creative agency), Next Door
(sports management) and
bDecor (interior design)- and
boasts of a team of more
than 350 experienced multi-
Plan b Founder and Chairman disciplinary professionals.
Given the bustling business,
Harmeek Singh social and cultural events
space in the UAE, and its
position of a Middle East
With eight companies currently under its umbrella, trade hub, while it’s true
that event management and
Plan b is using its in-house expertise to stand out in a competitive market
advertising enterprises have
By Sindhu Hariharan always been recipients of
robust growth, only a few
I
have managed to carve a
t’s easy to see that one India, Singh arrived in Dubai beginning, and found himself niche for themselves- and
of the attributes that in 2003 with his first job wearing “multiple hats” for Plan b seems to be one such
got Plan b founder and here being at a media sales almost a year before he was company in this space. “Our
Chairman Harmeek company. He moved on from able to hire a small team. main edge is the fact that we
Singh to his current the role after 10 months, but But those tough times have are in control of every aspect
position of business Singh found that his regular since paid off- Plan b has of even the most complex
success is his almost clients were willing to follow today cemented its place as 360 degree campaign, owing
relentless desire to him to whatever he set out one of the UAE’s most well- to our in-house capabilities
make sure he and his enter- to do next. “This gave me a known marketing and events through the eight group
prise always stand out- the small platform to build and companies, offering a variety companies,” notes Singh. >>>
entrepreneur is all about grow a sustainable freelance
differentiating his brand and business, earning around
always staying ahead of the AED150,000 per month to
“Our main edge is the fact that we are
game. “Turning heads- that’s AED200,000 per month in control of every aspect of even the
what it’s all about,” Singh at the time, which gave me most complex 360 degree campaign,
explains. “And that’s how we again the capital to plunge owing to our in-house capabilities
managed to hyper grow Plan into entrepreneurship,”
b in a short amount of time.” he remembers. Officially through the eight group companies,”
Hyper growth is a good way launching Plan b Advertis- notes Singh. “This acts as a major
to refer to Plan b’s evolu- ing in 2004, he admits that advantage in a very demanding service
tion over the years. After it was a Herculean task to
trying his hand at a slew of operate every aspect of his industry, and allows us to offer faster
businesses back home in business by himself at the turnaround times to our customers.”
24 Entrepreneur march 2017Harmeek Singh,
founder and Chairman,
Plan b Group
march 2017 Entrepreneur 25INNOVATOR
One of Plan b’s events
at The Kite Beach
“This acts as a major advan- “Strengthening of our individual sound metaphorical, it is
tage in a very demanding very hard to fall when you
service industry, and allows verticals, bringing in a strategy of have your feet firm on the
us to offer faster turnaround consistent improvement and devel- ground,” says Singh. “As you
times to our customers. may excel, move, and elevate
Also, due to the nature of opment across our offerings, and into bigger and better things
our industry, which is very expansion of our footprint are our just make sure you keep
talent-driven, we make sure yourself grounded and close
to keep on investing in top three main long-term objectives.” to what you are about.” As
talent and embrace diversity. for Plan b itself, Singh has
We have a very diverse work- and technology, and gives sourcing capital invites loss already laid out a roadmap
force, which creates a very our customers the benefit of control, and hence chose for the enterprise that he
stimulating environment, of cost-effectiveness, as we to pace my growth based hopes to realize in the years
setting the tone of our com- have minimal layers of mark- on my capacity at all times, to come. “Strengthening
pany culture.” ups with everything falling rather than raising funds,” of our individual verticals,
This strategy of having supposedly in-house.” As for Singh notes. He adds that bringing in a strategy of
in-house expertise along a the road ahead for the indus- despite this decision, the consistent improvement
number of different verticals try at large, Singh believes group today is an entity that and development across our
also makes sound business experiential campaigns are “in fact funds and acquires offerings, and expansion of
sense, Singh reveals. “Plan b the way forward, and from successful businesses and our footprint are our three
operates a group of compa- his enterprise’s perspective, IPs [Intellectual Property].” main long-term objectives,”
nies, so our diversification Plan b has addressed this Coming from a person who he says. “Based upon the
is balanced upon individual early on by investing in its started right at the bottom, pace of our growth, we have
business units that are re- own development and tech- and bootstrapped his way to received a lot of interest from
sponsible for their own bot- nology wing. the top in this way, aspiring entities abroad in a franchise
tom lines. The benefit of It’s important to note entrepreneurs should take model, which is something
having the expertise across here that Plan b has been to heart the dictum that under consideration at the
the group gives us in-house an entirely self-funded enter- Singh considers as key to his moment.”
capability for a lot of product prise so far, with Singh not turnaround story: “Strong Today, with a large part of
development and R&D, which having used any external foundations and staying an entrepreneur’s time being
keeps us up to speed with capital to build the busi- grounded, both are the key spent on attempting to influ-
the rapidly moving trends ness. “I personally feel that to everything. While it may ence and communicate en-
26 Entrepreneur march 2017terprise vision to stakeholders (be it “Keeping your employees ‘TREP TALK
investors or customers or employees), happy takes more than just Harmeek Singh, founder and
one can’t escape learning how to sell. Chairman, Plan b
As a person who started his career in
a paycheck; you need to cre-
sales, it’s no wonder then that Singh ate a positive culture to What would you count among the
has a head start in this aspect, and I inspire your staff. We try region’s biggest challenges for
ask him about how significant is the to provide each individual entrepreneurs?
ability to sell vis-à-vis the product/ with the drive they need “Well… real entrepreneurs don’t let
idea focus, when it comes to a startup. to perform, by empowering any challenges stop them…but if I had
Surprisingly, despite his own profes- to choose it would be competition…
sional background, Singh believes
them, welcoming change, UAE is a very dynamic and competi-
that while “sales are the lifeline of any fresh ideas, and by celebrat- tive market especially in the lead-up to
business,” the absence of a “product ing personal milestones EXPO 2020, exceedingly it would be
desire and service excellence” can together as a family.” considered one of the main challenging
cost the business a lot. “Successful factors and should be recognized.”
businesses subscribe to the 80:20 in his attitude towards his employees
rule where you make 80% of your as well- here is an entrepreneur who What are your views on the cur-
sales through 20% of your custom- believes the right work culture plays rent tough business conditions for
ers. And that is only possible once an integral role in an enterprise’s SMEs in the region? What would
you become your customer’s ‘need’ success. This is clearly evident from be your advice to them to get
as opposed to ‘want’, and that in Singh’s response to my question about through the conditions?
turn comes with exceptional product his personal leadership strategy for “Macroeconomic conditions are
grade and unmatched service quality.” his organization. “I have nurtured a something
Singh also walks the talk, and Plan b family, rather than employees, at Plan everyone
has in fact had a pulse on customers’ b,” Singh says. “Keeping your employ- has to sail
fingers, and plotted its growth strate- ees happy takes more than just a pay- through, and
gies accordingly. “[In the creative check; you need to create a positive since 2008,
business], you need to be able to culture to inspire your staff. We try to tidal changes
make your customers understand the provide each individual with the drive have become
type of value you can add, and cater they need to perform, by empower- a mainstay of
the needs your competitors won’t. ing them, welcoming change, fresh general mar-
We invest a lot of time in getting to ideas, and by celebrating personal kets across
know and understand our customers milestones together as a family. Our the world.
to develop a long-term relationship, ‘event veterans’ still look forward to My advice to
and build their trust by acting on our come to work every day, and motivate SMEs and
commitments and over deliver on new staff to perform at their best. Our upcoming
expectations.” company culture is a reflection of our businesses
The importance Singh places on brand values- and [it] transfers in our would be to hold on to their market
caring for his customers is reflected client’s organizations.” share…while we may not be in control
of the economy on the macro level,
we should be in control of our own
product and service. Downturns can
serve as an opportunity if you look
at the right places. Just ensure that
you’re safeguarding and maintaining
your service levels and delivery expec-
tations, and ride the wave in a steady
manner. Soon enough you will see
yourself riding high out of the low.”
What are your top tips for an
entrepreneur to start and grow a
business here in the MENA region?
“Remain patient, nothing comes easy,
and it takes hard work and determina-
tion to achieve a sustainable business
organization. Shrug off disappoint-
Images courtesy plan b
ment, believe in your brand and make
Emaar’s first luxury sure you’re making a difference to
sales experiential something…everyday.”
lounge in Harrods,
LondonINNOVATOR
Dr. Azad
Moopen, Founder
Chairman and
Managing
Director, Aster
DM Healthcare
Onward
and
upward
Cadillac Middle East
Regional Sales and Marketing Manager
Nadim Ghrayeb
Cadillac is undergoing a transformation in terms of its image and messaging-
and Ghrayeb wants to show that the brand is living and breathing what it stands for
By Aby Sam Thomas
For a luxury brand as has been happening here in that everything at Cadillac is
recognizable and storied as the Middle East as well- and shaped around. It is not only
Cadillac, one would perhaps Ghrayeb has been tasked our brand that holds these
assume that its Regional with marketing the brand values true– we have also
Sales and Marketing Manager across the region. “Cadillac revamped who our brand and
for the Middle East, Nadim has undergone a big change vehicles are aimed at.”
Ghrayeb, would have a rela- in its brand image and the For a luxury brand that has
tively easy job on his hands. way it communicates to the more than 100 years of histo-
But that does not seem to public,” he says. “When you ry behind it (and a presence
be the scenario at all: over look at any kind of mate- in the Middle East for more
the last two years, Cadillac rial from the brand, from a than 80 years), Cadillac’s
has been going through a billboard to TV, you can see shift in tone and messaging
self-imposed transforma- Cadillac reflects our way of is characteristic of its efforts
tion in terms of how it is thinking: it’s sophisticated, to stand out and attract
perceived in the market, and bold, and optimistic in tone, customers in what is an ex-
yes, this shift in direction and these are our core values tremely competitive market
out there. “Today’s Cadillac fields that share a common
drivers are also bold, so- passion and a driven pursuit
phisticated and optimistic,” to realize their dreams, and
explains Ghrayeb. “Looking live their aspirations.” And
at the new luxury segment, this thus explains the “Dare
our customers are looking Greatly” theme that governs
for a global symbol of style, Cadillac as a brand today-
which represents the inde- but the genius of the motto
pendently minded. We call is in that it is also reflective
them ‘entrepreneurials.’ They of all of the innovations the
are not always entrepreneurs automotive company has
in the literal definition of the showcased since its estab-
word, but they are successful lishment way back in 1902.
Cadillac ATS-V sedan
people in their respective “Our history was built on
28 Entrepreneur march 2017“our customers are looking
for a global symbol of
style, which represents
the independently
minded. We call them
‘entrepreneurials.’ They are
not always entrepreneurs
in the literal definition
of the word, but they are
successful people in their
respective fields that
share a common passion and
a driven pursuit to realize
their dreams, and live their
aspirations.”
Nadim Ghrayeb, Regional Sales and Marketing Manager,
Cadillac Middle East
daring,” the Cadillac website to maintain,” he explains. a rich market of self-starters XT5, which brings innovative
proudly declares. “Our future “Now with our new brand who look for a brand like engineering, craftsmanship
is too.” direction and fantastic model ours to align with.” As for and driving experience to the
Images shot at Khazzan X Cadillac, Dubai, UAE | www.khazzan.ae
With respect to the Middle line-up that is growing and its portfolio here, Ghrayeb crossover segment,” he says.
East specifically, Ghrayeb diversifying, we are continu- reveals that every model “We will also look to create
says that Cadillac enjoys ing to elevate it. What helps in the Cadillac line-up is excitement around our per-
great brand recall here, and us in the Middle East is that available in the region, thus formance V-Series vehicles, a
that factor has given it quite the majority of the popula- giving customers here the lineup that combines all the
some momentum in the tion is young. They are often luxury of choice. “However, hallmark designs of a Cadil-
market. “Cadillac has been ambitious, they share our our main focus is on the re- lac with exceptional perfor-
in the region for a very long brand values and are always cently launched CT6, which mance. The range includes
time, with a positive brand daring to look to the future redefines the luxury sedan the CTS-V sedan, with a
perception, that models like and grow. Also with SMEs segment with advanced tech- supercharged V-8 engine
the Escalade has enabled us on an upward trend, there is nology and design, and the producing 640HP giving it >>>
march 2017 Entrepreneur 29INNOVATOR
Mastering marketing
Nadim Ghrayeb offers
entrepreneurs five tips
for branding
1. Be daring “This might be
a cliché, but it is true. Always
look to do things differently.
In a world that is becoming
more homogenized, people
are looking for new and dif-
ferent experiences, and this
applies, regardless of whether
they are going to a restaurant
or buying a new car.”
Nadim Ghrayeb, Regional Sales and Marketing Manager, Cadillac Middle East
2. Listen to your customer
“This might sound obvious;
a sprint time of 3.7 seconds the very best experience now, we sell them a lifestyle, however, many companies are
from 0-100km/h. Also in is what we judge ourselves taking them on a journey inward looking and change
Cadillac’s performance line on. In the luxury market, of various experiences that and update their products
up is the ATS-V sedan and customers in the region are they identify with, mak- only based on what they
coupe powered by a 3.6LTT passionate about the prod- ing them proud to drive a think. It is critical now to
engine producing 460HP ucts they purchase. They’re Cadillac, as it mirrors their listen to the customer, take
with an acceleration of 3.8 knowledgeable about the life and ambitions.” It’s a their feedback, and integrate
seconds from 0-100km/h.” automotive industry and tough premise, no doubt, but it into next gen products.”
But with the Middle East vehicles. Similar to their Ghrayeb is confident that
being a crowded space in global counterparts, this has the brand can indeed make 3. If it’s not broken, don’t
terms of the automotive changed the luxury car mar- it work- after all, daring fix it “If you have a product
market, how does the num- ket as car buyers in this re- greatly is what Cadillac is all that is working, don’t change
ber of players in the field gion have high expectations about. it or look to branch out a 100
affect Cadillac’s ambitions of brands. What different ways for the sake of
for the region? “The market they appreciate, Cadillac CTS-V sedan it. By all means, be forward
is very competitive, and I in addition to a thinking, but the brand and
believe this creates healthy high value and products have to evolve with
competition and drives us to quality vehicle, the customer.”
continue working harder to is a unique and
achieve our goals,” Ghrayeb share-worthy 4. More is less “We often
replies. “However, other experience. see a number of brands
brands are not our focus; our When we sell a advertising looking cluttered
customers and giving them customer a car with many messages trying
to be communicated in one
image. Simplicity is key: have
as few messages as possible,
Community and collaboration and communicate them pow-
Nadim Ghrayeb explains the Khazzan X Cadillac community space in Dubai, UAE erfully to make it easier for
the customer to understand
“’Dare Greatly’ is what we live while working on not traditionally the kind of thing an automaker your brand.”
the Cadillac brand, as a testament to our past would do, but we see it as an innovative way
and our vision of the future. As a company that to address a need we saw and to be a part of 5. Having a good product
has always looked to push the boundaries of Dubai. is not enough “As men-
what is possible, we are looking to continue this The partnership with Khazzan gives us a space tioned earlier, just having a
thinking to drive us to further success. in the region to allow people to be creative, co- good product is not the only
We have built a platform with Dare Greatly create and be inspired. We look to strengthen factor in customers buying
that celebrates and is led by individual passion this message with collaborations with local decision. Companies have to
and creativity. For instance, we partnered with artists like Hussain Daghriri: a young Saudi give customers a full experi-
Khazzan to create Khazzan X Cadillac, a multi- photographer who travelled across the Southern ence in and outside of their
purpose community space based in the center Region of Saudi Arabia and documented the store, continually talking and
of Dubai, with an on-site café that hosts eve- varied culture of that region. His journey was listening to the customer
rything from art installations to yoga classes, then exhibited at Khazzan X Cadillac to give and engaging with them in
from markets to meetings, from guest speakers others the opportunity to learn and be inspired an authentic way even when
to craft classes. Creating a community space is of the great work we have done with Hussain.” they leave the store.”
30 Entrepreneur march 2017TREPONOMICS ETHICS | ESQUIRE GUY | SKILLSET | MARKETING | PRO
notch technology, in-office As much as we hate to admit
game rooms, or infinite snack that personal matters are com-
supplies, the options to pull in pletely sealed away while at
the crème de la crème of job work (and vice versa), the re-
candidates and make sure they ality suggests otherwise. This
The pursuit
are kept happy and productive is the first myth to recognize
are now more diverse than regarding employee happiness.
ever. The line between personal and
The reality is: there is an professional happiness is actu-
increasingly heavy demand on ally blurry.
of happiness
the employer’s end to cater to Bayt.com, the leading job site
employees’ well-being, health, in the Middle East, surveyed
and contentment at work. And professionals from various
while many forward-thinking industries, career levels, and
startups would jump at the locations to understand their
next opportunity with their views on happiness and what
Busting the myths associated with having teeth, to make sure their work- influences it. As predicted,
happy employees at your enterprise place is as happy as it could there are many factors that
get, it is a good idea to step impact employee happi-
By Suhail Al-Masri
back: see what truly makes a ness that overarch personal,
O
difference for the employee geographical, socio-cultural,
n average, employ- The concept of “employee hap- and what is practically within and professional dimensions.
ees spend two- piness” is one of true value to the control of the company. The Bayt.com Happiness in the
thirds of their day the corporate world. Not only Middle East Survey, January
at work. Being in are well-established business- Many companies are beginning 2017, revealed that more than
the office, among es progressing to maximize to offer gym subscriptions half (56%) of respondents are
their colleagues and managers, their employees’ satisfaction, or discounts, nutrition happy with their lives, at least
is a major part of their life at startups and entrepreneurs are counseling, healthy office to some extent.
large. How happy they feel at also beginning to view “happi- meals, and generally more The survey findings are very
work is, therefore, significant ness” as a talent sourcing and attention and care towards positive in certain elements,
at the personal and profes- retention trick. And whether the physical and mental such as the 83% satisfaction
sional scale. they use flexible hours, top- health of their talent. rate with family relationships.
Top 5 Important Factors That Impact Happiness
Q. Which of the following do you consider the top 5 most important factors that impact your general happiness levels in your country of
top 5 important factors that impact happiness
residence? (Please select up to 5)
GCC Levant North Africa
Total
KSA UAE Kuwait Qatar Bahrain Oman Lebanon Jordan Egypt Morocco Algeria Tunisia
Employment
51 54 51 46 54 34 41 49 54 46 59 50 55
opportunities
General safety and
48 47 58 56 51 42 41 55 54 40 52 56 48
security
Leading a stable
48 51 44 50 46 42 44 61 54 49 44 48 44
financial life
Ability to maintain
healthy personal 38 38 36 34 27 42 45 41 33 37 37 43 48
relationships
Low cost of living 37 37 33 30 28 30 34 32 41 39 39 38 36
Attitude and
behavior of people in 32 33 31 34 38 45 40 30 29 34 26 26 29
general
Clean environment 30 28 41 33 32 21 39 32 29 31 25 30 26
Access to healthcare
26 26 25 26 35 28 27 27 20 28 26 22 22
facilities
Availability of utilities 24 23 26 29 21 36 20 24 21 25 18 25 25
Stability of political
23 24 21 21 18 23 31 23 26 21 21 25 21
environment
tables and infographics © bayt.com
Access to Educational
18 15 12 18 17 17 20 19 15 19 20 23 19
Institutions 9
Opportunities to
17 15 22 23 22 25 20 28 13 17 19 14 15
socialize
Availability of
entertainment 17 20 22 16 20 21 18 12 23 13 11 15 22
avenues
Comfortable weather 14 12 12 10 15 13 17 19 15 15 18 14 15
General
12 13 11 10 15 17 11 5 13 11 14 11 16
infrastructure
32 Entrepreneur march 2017
Availability of public
11 10 18 9 10 9 13 10 10 11 11 12 10
transport facilitiesYou can also read
