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Strategic shift

Emad Ali Saif Al Ghafri runs his carpet laundry business with a turn-around strategy and renewed focus

Emad Ali Saif Al Ghafri came to Zubair SEC with an idea of organising tourism events, managing and renting equipment for traditional tents and seatings. He later was selected for Zubair SEC’s Direct Support Programme; after meetings with the advisors at the Centre, they realised that he had a small laundry business for cleaning carpets. He also had a few other business activities, which Zubair SEC team advised him to close so that he could focus primarily on his two lines of business – the laundry and events. As he was riddled with bad debt he was also advised to close the shop for his rental business, as it would enable him to save upon rent and to maintain the renting equipment without an outlet.

Zubair SEC carried out a market study on the laundry business for carpets and the results showed that the business had great potential. The Centre then did a small teaser for the market introducing Emad’s offering and as a result his laundry business increased by over 60 per cent in a span of three months. The increase in turnover was achieved with a 15 per cent decrease in cost, giving him an encouraging profit margin. Zubair SEC also helped him procure new equipment to increase his business capacity and a new financial management system.

As part of the marketing strategy, the Centre then helped Emad rebrand his laundry as Al Zahi Laundry with a registered brand owned by him. A part of the branding exercise was branding his vehicles, with the logo of Al Zahi Laundry. These vehicles have become a mobile advertisement for his shop as they showed the business’ telephone number, branding and other details. All this work has been achieved in the soft launch phase of the laundry business, indicating its true potential.

With the grant money Emad received through the Direct Support Programme, Zubair SEC brought him new equipment which helped increase laundry capacity to 100 square meters per day.  Emboldened by the initial progress, Zubair SEC has been helping Emad to increase his laundry’s capacity by installing a new production line. The new line will increase the laundry’s capacity from 100 square metres per day to 2,000 square metres per hour. On the marketing side Zubair SEC facilitated contracts for Emad from other domestic laundries. As a result he now has three partnerships and they are working as a sales point for him.

On his part, Emad has been persistent and self-driven. Once he is advised on something, he takes it seriously and works hard to get things done. Overall, he has exhibited traits of being a natural entrepreneur who appreciates advice and is always open for suggestions.

He has dabbled with various businesses over the last 15 years; he struggled with most of them, finally closing them and focusing on the laundry business model that has proven to be a significant turnaround strategy in his entrepreneurial journey.  

Emad has been re-engineering his business. Prior to coming to Zubair SEC, he thought that events management was his most promising business, while he had a small operation for laundry, but now it is the other way around. Overall, it was not very difficult to convince him as he was keen to listen and willing to change. As a result, it was easy to change his business model within a short span of three months.

As of now Zubair SEC does not advise him to have extra outlets but to go in for more partnerships with other outlets. Emad has been approached by a few people who want to become franchisees of Al Zahi laundry. The plan is to franchise the brand later on or to facilitate partnership contracts and agreements with domestic laundries in other areas.

Emad has great aspirations for his business, he wants to be everywhere geographically, but he wants to achieve this by franchising Al Zahi laundry.

Overall, Zubair SEC has helped Emad identify a business opportunity, equipped him with the tools to make it viable and to increase his chances for progress and success.

“I want to expand my business and to have Al Zahi operate all across Oman. Zubair SEC and its mentors have opened new vistas for me.”, says Emad Ali Saif Al Ghafri

Persistent focus

Ibrahim Al Khulaifeen has brought about a significant directional change in his business at the behest of Zubair SEC

Ibrahim Hamad Sulaiman Al Khulaifeen and “Mama’s Sauce” is an example of how a right strategic direction and handholding can make a huge change to one’s business. When Ibrahim joined Zubair SEC’s Direct Support Programme he had a food outlet called Barbeque Bro’s and was aiming to franchise it as well. Apart from his burger shop, he also used to create his own sauces. Soon after joining the Direct Support Programme, he had an issue with his partner. Zubair SEC stepped in on his behalf and resolved the matter; Ibrahim was also advised to find a new way of doing business.

His advisors at Zubair SEC told him that since he had created his signature sauces, he should work on those and look into creating a new business model, away from the burger shop. One of the leading kitchens in Oman with five chefs was approached so that they could taste the product and share their ideas and advice.

His sauces were put through rigorous product testing. Zubair SEC sent sauces created by Ibrahim for laboratory and health tests. A check was made on their longevity and expiry. The Centre also found that there were a few Omanis who had similar products with a good market share in and outside Oman, reflecting the potential of the business. A complete process study was undertaken to see the feasibility of a full production line in Oman.

Zubair SEC has been supporting Ibrahim in establishing the production line for Mama’s Sauce products. A place for the production facility has been acquired and an industrial engineering company has started designing the production unit. The plan is to manufacture some of the machinery in Oman and to import a part of the requirements from India. As an essential step, Zubair SEC helped Ibrahim develop and register the actual brand for these sauces; “Mama’s Sauce”. The process involved developing a logo with a catchy name, styling, and creating colour scheme. In addition, the packaging for the products has also been developed. These sauces have five different flavours, but the production facility will be starting with three. The plan is to supply it to two different markets – individuals and restaurants.

Simultaneously, Zubair SEC has helped Ibrahim make certain improvements to his burger shop called ‘Barbeque Rolls’ in Muscat in Al Hail area. While not many changes have been done to the structure of the shop, Zubair SEC has helped in creating advertisements and in marketing the outlet. All these efforts have made the business stable, helping it achieve financial breakeven over the last ten months. Overall, Barbeque Bro’s is running smoothly and is sustainable. While the burger shop is in Al Hail area, the sauce production unit is being built in Maabela.

Ibrahim works as an Air Traffic Controller – a job that requires attention to detail. As a result he takes care of the minutest issues of his business, irrespective of whether they are big or small. He is persistent, focused and knows what he wants and where he wants to take his business. Ibrahim is very passionate about his project, but is also flexible and open to reason. As soon as Zubair SEC discovered that he had another vertical, i.e. sauces which he could commercialise, he was open to the idea.

Ibrahim comes from an entrepreneurial family of business owners and traders, thus one can assume that the entrepreneurial appetite runs in the family. Ibrahim has huge ambitions for his business and he wants his sauces to be the Omani sauce of choice and probably also a global brand. His sauces have a unique taste and can be taken anywhere.

“The number one service that Zubair SEC provided was that of direct support and free consultation. The advisors who are very experienced and knowledgeable were always there to guide and advise us. Success is not only about money but also about subject matter expertise on issues like where to start, where to head in terms of service, marketing, branding and all other aspects of the business. Zubair SEC speeds up things and the process, compared to if we had been on our own. They have the resources and experience, and know how to keep things moving. There may be times when one may procrastinate, but they do not allow you to get complacent or to stagnate.”, says Ibrahim Hamad Sulaiman Al Khulaifeen.

The Recycling Champion

Adil Humaid Salim Al Hashmi, the Founder of Falcon’s Voice Comprehensive Trading LLC, is serving the society by making a contribution to the plastic recycling supply-chain through his small enterprise.

Adil Humaid Salim Al Hashmi is passionate about the environment. He works at a media department in a government organisation in the power sector. But due to his interest in environmental sustainability, he started a recycling business. He educated himself on various aspects and issues related to the environment.

Adil started by renting a yard in Msan’a Industrial Area to collect recyclable plastic waste, segregating different types of plastics, crushing them with an in-house crushing machine and selling the crushed pieces to other companies for further processing. But despite his best efforts, the business was running into losses for almost three years. Thereafter he decided to compete for the Direct Support Programme of Zubair SEC and that’s when things started to change for him.

“I was encouraged by the positive feedback from the previous winners of the Programme. My main motivations to join were the attractive financial support and the business advisory to transform my business into a more sustainable one,” says Adil.  

It was a challenging task for Zubair SEC’s advisors to help Adil with turnaround strategies for his business. His operating cost was higher than the revenues and as such, experts at Zubair SEC advised to restructure the business completely. They also had to first arrest his losses. He was spending a significant amount every month on transportation for collecting the waste from farms and dumping yards to bring to his facility. For transportation he was renting a truck. Zubair SEC’s team brought down his transportation cost to half by advising him to purchase a used truck funded majorly from the Direct Support Programme grant he received. This also enabled him to sign a deal with a dumping yard to be their exclusive waste collector, which in turn helped him breakeven and start making some profits. Through Zubair SEC’s partnership with an audit firm, a professional accounting process was also facilitated for Adil.

The experts from Zubair SEC have been working on a new business strategy to enable Adil’s business move up in the value chain of recycling. The plan is to move beyond the crushing stage by adding equipment to melt the crushed plastic and convert it into pellets to complete the assembly line. These pellets will be sold as raw material to larger companies that are into converting these pellets into usable products. Many potential buyers for these pellets are already located in the vicinity. By doing this value addition, his profit margin is expected to go up significantly which will enhance his business’ commercial viability and sustainability.

Talking about his business, Adil says, “My work serves a noble cause benefiting the community and environment as it is about the collection and recycling of plastic waste. This saves the community from many diseases caused by the decomposition of plastic materials. My enterprise works on converting plastic waste from harmful to useful so that the plastic waste we use can be reused for other applications.”

On his future plans, he says, “The success of my future plan depends on the responsiveness of the society, from both the individuals as well as the companies. I need to collect more of their plastic waste so that I can recycle more and thus create more economic and social value simultaneously”.

His business journey and turnaround story reflects his steely resolve and zeal to pursue his goals despite the challenges. This plastic recycling champion is an inspiration for many on creating a balance between running a business and contributing to the community in which we live!

“My work serves a noble cause benefiting the community and environment as it is about the collection and recycling of plastic waste. The success of my future plan depends on the responsiveness of the society, from both the individuals as well as the companies.” says Adil Humaid Salim Al Hashmi.

Building the Business of Fitness

Laila Nasser Mohammed Al Kharoosi, the founder of One Step Gym & Beauty (women’s gym), is meeting different needs and preferences of women in regards to fitness and beauty.

The industrial city of Sohar is known primarily for industries and the port. But many small businesses are coming up in the city with the burgeoning population. “One Step GYM & Beauty” owned by Laila Nasser Mohammed Al Kharoosi is quite distinctive among such businesses. It is a fitness centre for women and run by an Omani woman who is passionate about fitness and has very good knowledge and experience about keeping fit. This is a competitive advantage for Laila’s business, not merely in Sohar, as there aren’t many women fitness centres that are run by an Omani woman in the Sultanate in general. Apart from Laila’s rich knowledge on fitness, this has been one of the key factors that went in her favour in winning the Direct Support Programme of Zubair SEC.   

Laila has studied Mechanical and Electrical Engineering at Sohar University and is currently working in a managerial position in Jindal Shadeed Iron & Steel LLC. She started her business in 2017 in Sohar. In a short time, the gym has become quite popular among women who are fitness enthusiasts.

With the guidance of Zubair SEC advisors and the fund she received through the Programme, she has revitalized her Centre with a new location, new interiors, new branding and added facilities. She has changed her gym to a new location that is convenient as well as appealing to her clients. It is a much larger premises which is quite open with a lot of natural light and air ventilation to give the perfect ambience to her clients. The facility has been completely redesigned; it is now more trendy and lively with a lot of aesthetics appeal. The gym has got a new branding also in sync with the revamped facilities and interiors.

To complement her fitness services, Laila has been working on adding beauty services in the same premises. She has sublet a part of the place to set-up and run beauty salon services. The value addition is expected to be in great demand for her clients looking for both services under one roof. She has also added new activities like a dedicated dance-based exercise zone. To make the facility more secure using technology, she has introduced smart access cards for members.

“I’m thankful to the Zubair SEC’s Direct Support Programme for taking my business to a completely new level. Their advisory and financial support including helping me with new branding to location change to interiors redecoration to managing the facility in a more professional manner, are highly appreciated and valued,” says Laila.

With much improved offerings, she is planning to target corporates along with individual clients. She also endeavours to develop the facility further into an integrated centre for families, especially mothers.

With more and more women becoming health conscious especially when it comes to their physical fitness, Laila’s business is bound to soar higher and higher!

Travelling and sports are a passion for Hassan Ali Mohammed Al Lawati, who envisions to establish Rove Adventures as a leading tourism company in Oman.

“Zubair SEC’s advisory and consultancy role enabled Rove Adventures to grow faster than planned. I am immensely grateful to have the unstinted support of a leading company like ARA Petroleum as a Support Partner of Zubair SEC’s Direct Support Programme, which has enabled me to further progress with my services and efforts to promote tourism in Oman.”, says Hassan Al Lawati.

Widening horizons

Rove Adventures is an Omani owned and operated adventure tourism company, which provides a unique, authentic and entertaining experience to residents and visitors of Oman.

Founded by Hassan Ali Mohammed Al Lawati, member of Zubair SEC’s Direct Support Programme in 2018 and his two partners, Hamed Al Saadi and Moutassim Al Balushi, Rove Adventures, believes in promoting Oman’s vast tourism potential. Hassan was selected for the Direct Support Programme seat adopted by oil exploration and production company, ARA Petroleum, which comes with additional support and more exposure opportunities.

“We are honoured and delighted to have such outstanding programme members to represent Oman’s SME sector. By anointing them as members of this flagship programme, Zubair SEC is making sure that their hard work and determination receives the backing they deserve”, said Sultan al Ghaithi, CEO, ARA Petroleum. He added, “ARA is pleased to extend an arm to support the strategic objective of Zubair SEC, in its efforts to empower their members to be self-sufficient, while sustaining their entrepreneurship.”

When Rove Adventures came onboard Zubair SEC’s Direct Support Programme, they were still a small unit doing small weekend activities and most of it was done through Instagram. “We started working with them to build a comprehensive service capability. So we prepared the groundwork which they implemented in their website providing about 23 key locations,” according to Nauzer Nowroji, Senior Advisor, Zubair SEC. Jebel Akhdar and Wadis soon became the activity points. Rove Adventures has built up a good network with local communities, in areas such as Jebel Akhdar, Jebel Shams, Misfat Al Abriyeen, Al Rustaq, Al Sharqiah North and South and Thufar, on which it depends fully for guidance, transportation and food. While the business was basically focused to internal tourism, the Direct Support Programme team started working with Hassan and his colleagues on external inbound programmes.

Having started their activity through Instagram, Zubair SEC held a high-profile event for Rove Adventures to launch their website and new season services in November 2018, and facilitated for them a strategic alliance with Designer Holidays, a leading destination management company from India. The agreement opened the gateway for the two entities to strategically cooperate to promote tourism offerings of the respective companies. This has in essence allowed Designer Holidays to add Oman to their destinations. Rove Adventures now has access to Sri Lanka, India and Bhutan with Designer Holidays. Zubair SEC, through its close collaboration with the Embassy of The Kingdom of Bahrain in Muscat, facilitated a collaborative agreement for Rove Adventures with Bahrain-based Sanad Travel and Tourism Company that has a significant presence in Bahrain and Saudi Arabia, wherein both companies will promote each other’s products and service in their respective countries.

Hassan, who has a master’s degree in Mobile Communications from Lancaster University and BSc in Electrical and Electronics believes that Oman’s tourism potential needs to be further explored. His company aims to play a key role in promoting Oman as a tourist destination for adventure seekers. Rove Adventures also organises adventure trips in Oman including camping, hiking and trekking trips in the mountains, canoeing and abseiling trips in the wadis, climbing and caving trips and so on. They also organise team building programmes, sight-seeing tours, as well as local assistance and guidance for tourists in Oman. Rove Adventures has built a whole network of sub-contract partners to support them in Oman including Jebel Akhdar; visitors are escorted by local guides and even offered local cuisine giving them an authentic Oman experience.

Since joining Zubair SEC’s Direct Support Programme, Rove Adventures has clocked 50 per cent growth. The target is to double the growth in 2019 and onward. Rove Adventures now has a structured five nation international network.

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Bold decisions make leaders stronger. Khalid Shafi Khalid Al Habsi, who is a certified degree holder in pharmacy from Oman Medical College took the plunge to set up his own Pharmacy in 2016. Khalid has now firmly set his sights on expanding into other parts of Oman with his own brands.

“I am delighted to receive the support of Zubair SEC, which is empowering entrepreneurs and their small businesses by providing consultancy and a stimulating environment for business growth.”, says Khalid Al Habsi.

Healing touch

Khalid Shafi Khalid Al Habsi is driven by a passion and commitment to ensure good health of the community as he intends to provide high-level of care, attention and services through his pharmacy.

Utilising his experience of working as a Pharmacist with Khoula Hospital for eight years, Khalid ventured to set up a small pharmacy on his own called Shafi Pharmacy in South Mawaleh in 2016.

Initially, Shafi Pharmacy was locatedin a very nondescript area in South Mawaleh, where it was hardly noticed, which impacted his business. One of the primary tasks undertaken after he was selected for the Direct Support Programme of Zubair SEC was a comprehensive strategic and marketing review including complete logo design and branding. The advice was to shift the pharmacy to a better location in South Mawaleh itself.

Once the new location was identified closer to a fuel station, Zubair SEC team worked with Khalid to redesign the interior decoration of his pharmacy, using the grant he received from the Programme, to make it better structured, easier to navigate by customers, and to give it a professional look reflecting the new brand identity.

Zubair SEC’s main objective has been to turn Khalid’s business model into a successful one and help him achieve growth and sustainability.

As his business continues to improve, Khalid is ready to take the leap forward in trying new strategies to develop his pharmacy. “We are devising marketing strategies like distribution of leaflets to residents to tell them that there is a pharmacy next door in an effort to build some kind of local positioning and business attractiveness. Additionally, customers can get their blood and cholesterol checks done at the pharmacy. It is also planned to have a series of programmes to reach out to customers.” Three small polyclinics in close proximity of Shafi Pharmacy are certain to bring in customers to the pharmacy, he avers. 

Khalid also collaborates with his fellow-entrepreneurs and members of Zubair SEC in cross selling their products, such “Al Broumi Honey” and “Grandma’s Mixes” hair care products, in line with Zubair SEC’s strategy to encourage its members to collaborate in business.

While dwelling on the future, Khalid has set his sights on expanding into other parts of Oman, where he envisions to replicate the Shafi franchise model. His ambition is to have a chain of pharmacies across Oman. The journey has not been free of challenges. Zubair SEC has been working with Khalid to draw a roadmap to reach his goal and overcome any existing and foreseen challenges.

Khalid is now looking at setting up pharmacies in Sohar or Salalah to start with by the end of 2019 as these areas do not have a lot of pharmacies. He strongly believes that the future is promising and he is confident of emerging more successful in the years ahead with his own set of brands.

Sheer determination has taken her to new places. Having started off with a small photography studio, Zahra Mohammed Saif Ambu Saidi has over the years expanded her business into souvenir making, destination management, digital photography, and animation production.

“Zubair SEC has played a key role in my business journey. Their guidance and supervision have been pivotal in different stages of my business ensuring growth and sustainability of my small enterprise.”, says Zahra Ambu Saidi.

Lights, Camera and Action

From a small photography and video studio to digital photography, souvenir manufacturing and destination management, Shiyaka Photography has come a long way since it was set up.

Meet Zahra Mohammed Saif Ambu Saidi, Founder of Shiyaka Photography. Zahra, along with her husband set up the studio in early part of 2015. Over the years, Shiyaka started offering a bouquet of services and gradually moved to a new location in Mawellah. The studio progressed later into a souvenir business aiming to establish a foothold in the market.

When they joined the Zubair SEC’s Direct Support Programme for the year 2018, they were functioning from a small basement shop in Al Khuwair. Zubair SEC extended extensive advisory support to Shiyaka Photography, guiding them through their business development, marketing strategy, and expansion plans.

Shiyaka Photography has done corporate photo shoots for major corporations in the country, besides corporate events and weddings. As they have the rights for photography, Shayaka has also got into souvenir designing as well. Zahra has now established a nice shop in Mawellah to set up a professional digital studio. The studio is a little more than a picture studio, offering various photo-related services. Along with this, Zubair SEC is guiding them to set up a new website and further develop their services portfolio.

The company’s expertise in photography and videography has given it a competitive edge to apply creative ideas on personalised items of their own making. Over a period of time, Shiyaka has transformed from a small photography unit into a souvenir making, destination management, and digital photography unit. Shayaka, which is now a one stop shop for photography services, has two revenue streams – souvenir and photography studio. They are developing destination souvenirs for Nizwa fort and other major sites in the Sultanate, with the guidance of Zubair SEC team.

Recently, Zahra has added multi-media and animation production services to the business portfolio of Shiyaka which has a very good potential to enhance its competitive advantage and the comprehensiveness of their services offered to the market. Starting October 2019, she has run her own booth at Muscat Mall selling special souvenirs and custom made items too.

Zahra, who has a Bachelor’s degree in Multimedia – Computer Science from Middle East College is very enthusiastic about the future growth. “We are continuously working to enhance our service portfolio and we look forward to become the best Photography Company in Oman.”, says Zahra Mohammed Saif Ambu Saidi.

A graduate from SQU, Abdullah Mohammed Saud Al Dughaishi’s single minded devotion has enabled him to take his ‘Browny Popcorn’ brand to a new level since its launch in 2015. He has now set his sights on exporting his products. 

“I am honoured to be a member of the Direct Support Programme from Zubair SEC. This has definitely enhanced my business and my brand. It helped us “financially” to develop the production and marketing strategy and “administratively” through advisory support. I would like to commend Zubair SEC for their unique support to SMEs in Oman.”, says Abdullah Al Dughaishi.

Taste of Success

Abdullah Mohammed Saud Al Dughaishi is an entrepreneur who believes innovation is key to success.

‘Browny Popcorn’ launched in 2015, has come a long way to become today one of the leading brands sold all across the Sultanate and at various leading selling points. Abdullah started the business in 2015 and initially set up a small popcorn outlet at a mall in Al Khuwair. At that time, he was selling more in terms of gourmet-speciality popcorn made for takeaway. But over a year or two, because of lack of footfall in the mall, he discovered that he had to change his business model.

Abdullah worked hard to change his business model and start manufacturing popcorn. He took the risk of manufacturing popcorn in pouches and set up a small factory in Ghala towards the end of 2016. But his business venture did not yield the desired returns.

Things dramatically changed once he was chosen to join Zubair SEC’s Direct Support Programme. The programme intends to create a spirit of positive competition between Zubair SEC’s members to enrol in the programme, and thus earn a package of essential services and grants to launch and maintain successful and sustainable businesses through working plans implemented in cooperation between the Centre and the programme members.

When Abdullah was taken on board the Direct Support Programme, Zubair SEC’s advisors identified that while he had a good product, there were significant issues related to marketing and distribution that had to be resolved. Firstly, the rent for his factory in Ghala was on the higher side. The only option was to shift to a better location. The suggestion was that he shifts his factory to Mabela to reduce rent by 50 per cent. The factory in the new location was set up with good manufacturing practices such as hygiene and cleanliness. He then took firm steps to reduce the cost of manufacturing and improve distribution capability. He took upon himself the task of getting in touch with distributors, who basically deal with petrol stations. So Al Maha and Shell became part of his delivery capability. More recently, he connected with Future Wells, an Omani company which does distribution in the country and also to key supermarkets. Business has flourished and the brand has turned into one of the leading brands. This distribution capability helped him to improve sales volume.

Abdullah has shown tremendous passion, dedication and a strong will to succeed and grow the business. He has now added Caramel and Caramel with Cinnamon flavours to his growing brand. Growth in terms of volumes too witnessed an increase from 6,000 to 10,000 packs a month now. He has also been looking at expanding into savouries-pizza, barbecue and one of the spicy flavours. All the products packaging is undertaken as per international standards with nitrogen filled packs.

Dwelling on business growth since he came under the ambit of Zubair SEC’s Direct Support Programme, he says that the growth is more than 40 per cent over 2017. There has been a 50 per cent drop in manufacturing cost and a corresponding 40 per cent increase in volume since he joined the Programme. The average production was earlier 4,000 packets a month earlier, now it is 10,000 packets a month and is expected to increase to 17,000 starting October 2019.

Space Woman

Bahiya Hilal Sultan Al Shuaibi is the founder and CEO of Global Space and Technology Company, one of the most distinguished business owners in her field of specialization not only in Oman but in the Middle East.

Unlike most children of her age, Eng. Bahiya Al Shuaibi from early childhood was fascinated by space and her favorite hobby was reading books about space. As she began to grow up, her passion for space increased and she continued to pursue that passion and chose it as a field of specialization. Eng. Bahiya holds a master’s degree in satellites and mobile communications from the University of Surrey in the UK and a graduate certificate in space studies from the International Space University in France. She has also obtained many other professional certificates in technology transfer, transformation management, and project management.

Eng. Bahiya founded Global Space and Technology Company in 2017 to contribute to knowledge transfer of the space sector and modern technology to Oman and inspire creativity in the field. Her company is the first private space company in the Sultanate to support the space sector, currently operating in three diverse but interrelated areas. The first is to provide new technologies, products and services for advanced technological projects, space projects, satellite services, communications technology, and defense solutions. The second area is space consulting and modern technology, while the third is education.

One of the company’s distinctive initiatives is in a research study on the best sites in Oman to study the feasibility of a Space Rocket Launching Station. Today, Global Space and Technology Company is also opening a new division of 3D and Virtual Reality (VR) technologies for government and military fields.

The Department of Education within the company was supported by Zubair SEC and Ominvest to support Eng. Bahiya in achieving some of her objectives. “We are delighted to support the seat won by Eng. Bahiya and her Global Space and Technology Company as part of our partnership with Zubair SEC’s Direct Support Programme. This aligns with our objectives to contribute to the development of a knowledge-based economy and we believe that her educational project has immense potential,” says Abdulaziz Mohammed Al Balushi, Group CEO of Ominvest.

Part of the Direct Support Programme’s grant was utilized for the production and dissemination of some space education programmes using virtual reality technology and augmented reality; another part was used to contribute to the expansion of the new office of the International Space and Technology Company.

Eng. Bahiya is working to develop and expand projects quickly and significantly, as well as transfer latest knowledge and technology to the Sultanate. She is undoubtedly one of the unique entrepreneurs in the Middle East.

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Smart Business

Abdul Aziz Saleh Ahmed Al Mawali, the founder of SmarTech Solutions, is ready with a fresh brand identity and new line of products to meet the demands for smart products and solutions in a connected society.

Abdul Aziz Saleh Ahmed Al Mawali is an energetic person who is full of ideas and likes taking up new challenges in life. Despite having a settled job as an electronic engineer in the media sector, he always had the urge to do his own parallel business. In 2010, he took the plunge by registering SmarTech Solutions Company to focus on the needs of small businesses.

Through SmarTech Solutions, Abdul Aziz provides software solutions and products to restaurants, cafes, shops and points of sale, as well as a variety of electronic systems and services in a tie-up with a Bahraini American company. Over the years, his clientele has crossed a 350 mark with an ongoing relationship with the majority of his clients.   

He emerged as a member of the Direct Support Programme of Zubair SEC in 2018. The development has been a game changer for him. This has given wings to his ambition. The advisors at Zubair SEC thoroughly studied his business and his managerial capabilities and looked at how the business could be taken forward. Zubair SEC provided him with opportunities to visit specialized exhibitions such as a large-scale technology exhibition in China in 2018. This helped him obtain knowledge about the latest trends in the field of his business.

Zubair SEC has created a new brand identity for SmarTech Solutions. It was unveiled during an exhibition for SMEs organised at the Muscat Grand Mall (MGM) in the first quarter of 2019 by Zubair SEC. Apart from launching the brand identity and logo, SmarTech Solutions also launched a new line of service and products (SmarTech Home) during the exhibition. The new service and products have been developed for residences and buildings which enable integration of home electronic devices and turns the house to a smart home that functions automatically to prevent fire and theft, and saves on energy. 

The newly revealed logo and brand identity symbolises SmarTech Solutions’ objective and aspirations. The new logo was developed by branding specialists at The Zubair Corporation in coordination with Zubair SEC and its member. The new identity also reflects the advancement and development in the area of technology-based solutions. The exhibition provided an opportunity to present latest smart technologies and get customers feedback, as well as achieving good sales. The new branding will help him better compete in the market. The new identity strengthens and modernises how the company represents itself and reflects its core values and future strategy.

Acknowledging the support from Zubair SEC, Abdul Aziz Maawali said, “Since branding is a vital aspect of a marketing strategy, the new identity and logo for my company helps to inspire a sense of confidence to the brand. The support that I have been receiving since I joined Zubair SEC has been fundamental to the development and progress of my business. The team at Zubair SEC has been paying close attention to every detail of my business operations and providing me with guidance and advice on how to take my business forward till my brand became known for the excellent accounting systems we offer at largest commercial centres in the Sultanate. I am really thankful that Zubair SEC facilitated the launch of the logo and new services at the exhibition in MGM. Participating in the exhibition has helped me build a database of clients and obtain new business opportunities.”

Abdul Aziz now has two verticals to take his business forward – SmarTech Solutions for businesses and SmarTech Homes. He is going to launch his branded products by sourcing the devices from China, Korea and Poland along with software from the USA and India. For smart homes, Zubair SEC is in talks with construction firms, property developers, engineering consultants, civil engineers, architectures and interior designers to promote his IoT-based smart products and solutions. Zubair SEC is also helping Abdul Aziz to look for new showrooms and branches in a better location to attract more clients for his growing business.

Managing a full time job and the business that is growing and showing a lot of promise is quite challenging but Abdul Aziz Al Mawali is doing the balancing act with great perfection to provide the best smart solutions in the Sultanate!

Perfect Blend  

Zaima Saif Nasser Al Salami’s success stems from the fact that she focused diligently on launching her own enterprise, tapping into her own practical experience

“Necessity is the mother of invention” was the driving concept behind this business. This entrepreneur took inspiration from the early onset of grey hair in most of her family, and so dedicated her efforts to develop a product which would serve as a solution. Despite having a Master’s Degree in IT from the University of Queensland, Australia and holding a key position in the public sector, she chose to give that up and make her debut in the world of business. She then focused diligently on launching her own enterprise, tapping into her own practical experience.

Recounting the initial steps of her new business “Grandma’s Mixes”, Zaima Saif Al Salami notes, “Members of my family have a genetic trait that leads to white hair from an early age, and this requires them to frequently use hair dyes. I found that these modern dyes can contain very high levels of chemical ingredients, which have negative effect on the hair. I was inspired by the old ways, when our grandparents used natural henna instead of hair dyes. Experimenting, and to achieve better results, I mixed other natural products with the henna to help retain the colour for a longer period of time. My earlier knowledge and experience, initially in chemistry at the Sultan Qaboos University, and later as a lab technician at the College of Applied Sciences in Rustaq, were fundamental in helping me determine the appropriate products and their different uses”.  At the beginning, Zaima only provided her mixes as gifts to her relatives and friends. She eventually considered using this hobby as an additional source of income. “In 2014, I decided to move forward and launch my product; I relied first on Facebook and Instagram to showcase it. The demand was only average to start, but this increased gradually over of time. In 2015, I joined Zubair SEC to discuss ideas that I could implement to grow my business. I was successful in raising the interest of the advisors and they encouraged me to develop my product by providing me with strategic business and marketing advisory services”, says Zaima. In 2017, Zaima applied for the Direct Support Programme, counting on the uniqueness of her business model, the growing demand for her natural hair colour products, and her active participation as a member of the Centre. These were the key standout attributes that saw Zaima gain a position among the ten Programme members for the year 2017.

Zaima notes, “I constantly attended various advisory sessions, capacity building workshops and functionalities that were held by the Centre, ever since I first joined. I built new relationships and increased my knowledge from the ideas given to me by the advisors. I subsequently joined the Direct Support Programme and worked with them on transferring my small business activity into an enterprise and to develop my own product brand to get it registered at the Ministry of Commerce and Industry. I gave it the name ‘Grandma’s Mixes’, which is a nod to the heritage and history of our grandparents”.

“I am incredibly thankful to Zubair SEC for the support they offered me and I will always be grateful to them for being a source of financial and advisory support”, she adds.

Among the many advantages that Zaima has received from the Programme, the most important to her has been the growth of her scientific knowledge. Zubair SEC sent her to the Institute of Natural and Modern Cosmetech in India to attend a certified training programme on the best manufacturing practices for the production of henna hair colouring products. This institute is considered a pioneer in the field of cosmetics training and research, in Faridabad in India.

Zaima worked on improving her mixes by adding a range of herbs and was successful in producing the natural hair dye in seven different colours. The colours included blond red, brownish-red, chestnut, chocolate, copper, and black; all of which are made from Iranian henna known as ‘Kathm’. Additionally, she also produced several other products to treat hair problems like hair fall and dandruff, and others which strengthen hair and boost growth. Presently, Zaima seeks to extend the shelf life of her products so that she can look to export her products range to the region.

With the strategic support of Zubair SEC, Zaima Saif Nasser Al Salami, has launched her production unit in Barka, along with a new range of henna-based hair colour and hair care products.

Al Salami added: "With the complete support of Zubair SEC, I launched my production unit in November 2019 in Wilayat Barka. It is the foundation for an integrated production line with semiautomatic technology. Within the factory, there is a material blender and a packaging machine that can produce in two different sizes; we have initially started with 300gm units, and the machines’ capacity caters for 500kg of production daily, which allows us to scale up our sales and receive larger orders. In addition to this, Zubair SEC has also facilitated the process of testing our products in an official laboratory to insure product safety and effectiveness, which facilitated later the obtaining of the needed ministerial permissions for taking the products to market.   With Zubair SEC advisors, we worked on improving the brand and enhance the packaging process, packaging design, and pricing strategy. My products now are sold in different pharmacies and beauty centres. The next step for me would be exporting to countries in the Gulf and East Asia".

Sustainable Future

“Those planning to start their own business should first take the advice of experts and consultants”, agree Majed Suad Ahmed Al Battashi and Mahmoud Abdullah Rashid Al Amri.

In October 2014, Majed Ahmed Al Battashi and his partner, Mahmoud Abdullah Al Amri, bought a small waste recycling plant in the Wilayat of Ibra, in the Governorate of North A’Sharqiyah. They began developing and expanding the plant to include the recycling of paper, plastic and metal waste.

Commenting on the environmentally friendly business, Majed notes, “My partner Mahmoud Al Amri and I were looking for an idea for a sustainable business and came to meet the owner of a waste collection plant who was offering his business for sale. We were immediately excited by the opportunities in this emerging market. Aside from the plant being a commercial enterprise, recycling also significantly contributes to the protection of Oman’s environment and in preserving its cleanliness; a duty that everyone in our community should participate in. This was the primary reason why we did not hesitate in purchasing the business as the starting point of our “Recycling Services” company. From the very beginning we worked hard to expand the scope of recycled materials we are able to process, as well as seek out new clients. With the collective efforts of our team we were able to grow our operations and increase our turnover. However, the profits still remained quite low”.

In 2016, Majed and Mahmoud joined Zubair SEC and began attending workshops and sessions that were organised by the Centre for its members. They also discussed with the Zubair SEC advisors how they could develop and expand their business. Subsequently, they applied for the Direct Support Programme of 2017, relying on the progress of their business, which had completed almost three years. This experience helped them pass all the Programme assessment stages and get selected among the top ten members. They were subsequently chosen for the seat adopted by the Oman International Development and Investment Company (OMINVEST).

“We worked very hard in developing the business, but we still needed financial and technical support, which was the main reason we joined Zubair SEC. We benefitted greatly from the one-on-one advisory meetings and also from attending workshops. With regards to being selected for the Programme seat adopted by OMINVEST, it proved to be a major milestone in the journey of our business as we worked together on a development plan to grow the business further”, says Mahmoud.

OMINVEST assisted Majed and Mahmoud with obtaining a financial loan with suitable facilities from the National Finance Company. Zubair SEC also helped them in signing an agreement with LuLu Hypermarket branch in Ibra, which was the second branch they cooperated with, after the one in Nizwa. Due to the good reputation acquired by the novice business, and the trust demonstrated by a leading organisation such as OMINVEST, Majed and Mahmoud were able to sign an agreement with Oman Environmental Services Holding Company, Be’ah, to obtain the official accreditation and authorization to collect and recycle used car batteries in Oman. “Recycling Services” also became registered for waste collection from OMINVEST, Zubair Automotive, and Oasis Water.

“As the leading and largest investment holding company in Oman, we are intensely invested in the future prosperity of Oman, with an emphasis on supporting aspiring entrepreneurs. We recognise start-ups and SMEs are crucial to achieving sustainable and inclusive growth. Ominvest has been a catalyst for empowering local businesses and creating opportunities for Omani nationals. We are delighted to support Al Battashi and Al Amri and their company. We are certain that they will create greater value and deliver a positive impact in the society through the environmental services their company offers. We appreciate the efforts of Zubair SEC in continually creating opportunity for new entrepreneurs. Zubair SEC has become a significant player which links large companies with Omani SMEs and start-ups”, says Abdulaziz Mohammed Al Balushi, Group CEO, Ominvest.

“Joining Zubair SEC’s Direct Support Programme has been a turning point for us; in addition to automating our financial management transactions and covering some of our due payments, and developing our internal communication system, the greatest benefit was the facilitated loan we managed to receive through the National Finance Company, facilitated by OMINVEST. This loan enabled us to procure a new fully equipped truck to safely collect and transport general waste, and lead acid batteries (LAB) to recycling facilities. Tailored to the highest standards by Zubair Automotive, the modified truck has increased our capacity for collections. Zubair Automotive have also modified another truck we have to cater for our business needs and increased capacity, and the modified truck was fully branded with the support of Zubair SEC”, says Majed.

The new procured truck helped increase the waste collection capacity of “Recycling Services” company from the current 100 tons/month to 400 tons/month, and increase operational efficiency by reducing the number of needed manpower per collected ton from the current 6 employees/8 tons to 1 employee/8 tons, as well as reducing the time needed from 16 hours/8 tons to 1 hour/8 tons of collected recyclable waste.

A part of the financial grant obtained through the Direct Support Programme was also used to set up a new office for the business, within the waste collection yard.  

Aspiring to reach new markets through export, Mahmoud says, “We are ambitious and we will not stop at any one stage of development. Initially, our greatest concern was being able to reach clients and collect more recyclable wastes. We have subsequently moved on to the next stage of exporting to the United Arab Emirates and have contemplated exporting to other countries and the possibility of finding new markets”.

Majed and Mahmoud advise all those planning to start their own business to first take the advice of experts and consultants.

“We would like to extend our gratitude and appreciation to Zubair SEC for their efforts in developing the SMEs sector and their tireless support to entrepreneurs in Oman. The support they provide, including consultations, workshops, market advice, exploring partnerships, and financial support for members is invaluable. They have certainly set an example for others to follow. We would also like to thank OMINVEST for their continuous support and for helping us make our business one of the leading specialised companies in the field of recycling waste in the Sultanate. Their initiative is a great example of the important role such leading companies have in supporting small enterprises to grow and develop”, say Majed Al Battashi and Mahmoud Al Amri.

This seat adopted by:

Step by step 

Nasser Saleh Hamed Al Broumi’s gradual yet strategic approach to adding value to the business has enabled him to achieve a larger market share.

Many of us spend countless hours on social media platforms, browsing for entertainment, latest news and updates, or just to keep in touch with friends and family. However, entrepreneurs use these channels as a means of establishing new businesses by creating an online presence to sell products and services without the need of a physical store. Nowadays, it is common to see businesses display products on Facebook, Instagram and other social media channels, through which customers can find and order a specific product. What is truly remarkable about the following story is that its champion was inspired by a trader on Facebook, which in turn led to the creation of this new business.

Commenting on the inception of his new business, Nasser Saleh Hamed Al Broumi from the Wilayat of Izki says, “A few years ago, while using Facebook, I came across a contact who works in beekeeping and I contacted the business owner to learn more. The man proceeded to tell me about his business and the difficulties he faced marketing and selling the large amount of honey he produced. I offered him to become a partner and help with promoting the honey on my personal Facebook page. Eventually, the business boomed and demand increased, so I proposed a partnership and bought the produced honey from the owner. With his approval, I began marketing the produce under the brand of my own business”.

After this progress, Nasser began envisioning further developments by opening his own store. During his search for advice and support, one of his friends encouraged Nasser to join Zubair SEC. “After becoming a member at Zubair SEC, I learnt about their Direct Support Programme, which would be a great benefit to my new business, so I decided to apply, and I was privileged to be chosen as one of the ten Programme members for 2017. At Zubair SEC I was able to gain the support, guidance and advisory that I needed to further develop my business, as well as a financial aid to open my own new store. With the right consultations by the Centre’s advisors, and my participation in many of the Centre’s workshops, and the knowledge gained from different business experts during those functions, I was able to learn innovative ways to enhance my business, and started retreating on the idea of opening my own store and look into alternative channels to reach the market”, says Nasser.

With a rapid increase in demand for ‘Al Broumi Honey’ in Muscat, Nasser was faced with the challenge of delivering products for individual customers outside the Wilayat of Izki. To overcome this challenge, Zubair SEC team advised Nasser to enter into business partnerships with existing outlets to reach to wider customer base and increase the chances of selling his products; he notes, “I approached an Oud store owner in Muscat to collaborate together by providing me a small area in his shop to display my product. He kindly agreed and welcomed me to the store as a form of support to my small business, and at the same time, this opportunity presented a win-win situation as my honey customers coming to his store helped boost his business as well”.

Nasser’s approach to adding value to the business included adding new varieties of honey, by mixing it with nuts, and using it in bakeries and biscuits instead of sugar. He also began offering original olive oil, imported from Palestine, as a step to achieve diversity in his product offerings and provide products that complement each other in the formula of healthy eating.

Al Broumi adds, “Zubair SEC also supported me in attending the Apimondia International Apicultural Congress in Turkey, as a way to help me get access to experienced beekeepers to further develop my knowledge and experience, and to build business relations in the field”.

Nasser advises owners of small enterprises to join Zubair SEC or similar organisations, to gain guidance for developing their business and learn about best approaching in running business. Nasser adds, “It is really important for entrepreneurs to get sound advice, attend workshops and meet experienced people, all of which can be obtained for free under one roof at Zubair SEC. Lastly, I would like to remind business owners that no matter what hindrances they may face throughout their journey, to always keep hope and ambition steadfast and it will ultimately bear fruit”.

“The Centre has worked with me on a number of aspects regarding my business development. They provided me with a new brand design for ‘Al Broumi Honey’, as a first step in enhancing the competitiveness of my business and products. Additionally, they assisted in preparing new and creative packaging options to reflect the new brand and help my products be more attractive to the various requirements of the market. Packaging options now include corporate gifts packaging that would help introduce my products to a new and important market segment. I am also working with the Centre to launch my products in hypermarkets, as part of the marketing strategy we have put together”, says Nasser Saleh Hamed Al Broumi.

Remarkable Turnaround

Jamila Hamed Said Al Siyabi has renovated her company’s showroom and a new warehouse and now imports and distributes doors and accessories for commercial and residential projects

Initially, Jamila Hamed Said Al Siyabi started as an employee in a company which specialised in selling doors and windows. After two years and because of her desire to enhance her income, she decided to resign and establish her own business.

Together with the encouragement of friends and family, Jamila succeeded with her vision in 2013, opening a small workshop in the Wilayat of Samail. Focusing on the sale and installation of doors and windows, this workshop marked her first step into the world of business. Jamila, the owner of Wardat Al Wadi Al Wataniya, has launched her specialised shop with its modern look and feel. Her company now imports and distributes doors and accessories for commercial and residential projects.

“My experience in the respective field and my desire to enhance my income were factors in my decision to establish my own business. With the support of my family, especially my father, I started preparing the business plan for my business. In 2013, I opened a shop and a workshop for the sale and installation of doors and windows in the Wilayat of Samail. Shortly after, I negotiated an exclusive agreement with a leading manufacturer in Turkey to import their range of doors and windows and sell them in Oman. At the start of my business, I was faced with a lot of distrust, since I was a woman working in a field which has largely been regarded only for men, but it was a hurdle I managed to overcome”, says Jamila with confidence. She also explains that her business initially suffered from the high costs of renting trucks for the transport of her products, which resulted in reduced profits. But she resolved the situation with a purchase of a pick-up truck, which made transportation and delivery to her customers easier.

With the goal of further growth for her business, Jamila set out to become a member at Zubair SEC in 2014. She states, “My business was growing but I had greater plans for it and realised that I needed specialised support and advice from a leading institution that could provide consultancy for small enterprises. One of my friends who was already a member at Zubair SEC suggested that I join and that it will be beneficial with its various expert services and benefits. So I registered at the Centre and soon found that they have a lot to offer in terms of consultation and guidance with regard to business strategies and development. It helped me steer my business on the right track, ensuring its growth in the way I intended”.

Three years after joining Zubair SEC, Jamila applied for the Direct Support Programme in 2017, relying on her years of experience and a clear vision together with a strong feasibility study. She also explained to the consultants that her business is now moving towards excellence, but it still requires more financial and technical support to fully meet her ambitions.

Today, Jamila continues her close cooperation with the team at Zubair SEC to develop a modern retail presence, with an attractive corporate and brand identity, together with a comprehensive revamp of her store which is set to transform the customer experience. The Centre also helped her secure more contracts to supply doors and windows, the most notable being with one of the new hotels in Muscat, marking a major achievement for her company as she managed to prove her capabilities to deliver large scale projects within the agreed-on timeframe, which boosted her client’s trust in her to assign to her two other projects in Nizwa.

Thanking Zubair SEC, Jamila said, “I would like to express my gratitude to Zubair SEC for all their support which has been significant for my business development as well as their assistance in establishing my brand in the Sultanate’s market. I am still working with them to achieve more success, and I would recommend the Centre to other entrepreneurs, so that they too may benefit from its services, as well as the chance to be accepted into the Direct Support Programme, which marks a real turning point for small businesses”.

“After applying for the Direct Support Programme in 2017, I was selected for one of the ten seats. Joining the Programme was a turning point for me and my project. I benefitted from Zubair SEC support which included expert consultations, guidance and follow-up, alongside a financial grant which helped me to develop many aspects of my business. Zubair SEC helped me find new suppliers in Turkey at lower prices while still retaining the quality of goods. I planned to open new branches but the Centre’s advisors suggested that I collaborate with contractors and shops that sell building materials, so that I could sell to them directly or they displayed my product in their shops for a certain agreed commission. I was successful in signing contracts with five different distributors so far in different Wilayats across the Sultanate”, says Jamila Hamed Said Al Siyabi.

Fast paced Growth

Mansoor Nasser Mansoor Al Rahbi created a brand identity for his business, as a first key step towards achieving better market positioning

Having over a decade of experience in the pharmaceutical sector and aspiring to join the business world by taking advantage of his specialisation, Mansoor Nasser Mansoor Al Rahbi founded his own business ‘Abraj Al Zahirah Investment Company’ for the distribution of medical products in Oman. Recalling the beginnings of his company, he remarks, “I worked as a pharmacist for more than ten years and eventually thought it was about time I started my own business. I capitalised on my experience in the field and started a business for distributing one-time-use medical products and medical devices for home-use like the appliances for measuring blood sugar and blood pressure and wheelchairs for people with disabilities”.

In 2012, the company began participating in government tenders for the provision of medical products. It offered its services to hospitals of the Ministry of Health, the Diwan of Royal Court medical clinics, the Military Hospital and SQU Hospital. Later in 2016, the company started providing services to private hospitals and clinics.

“One of the difficulties I faced initially was the reluctance by some public sector medical centres and health units regarding our ability to adhere to tight deadlines and stringent storage conditions, especially that we are a relatively new and small enterprise. However, their concerns were eased when we started doing business with them, and our company quickly gained a reputation for high-quality products and trusted service”, he continued. “Taking advantage of my extensive experience supplying public-sector hospitals, in 2016 I opened new outlets that were aimed at providing products and services to private hospitals and clinics, so my business grew even further”.

Mansoor joined Zubair SEC as a member in October 2016 and was chosen to be among the ten members of the Direct Support Programme for 2017. Joining hands with the Centre marked a new phase in his career with the prospect of success and professional excellence.

“After joining Zubair SEC, the advisors showed their appreciation of the achievements I had already accomplished and were confident that I could do more, since my business had already effectively passed its initial launch phase”, he added.

Soon after joining Zubair SEC, the advisors guided Mansoor with the development of his company’s business plan, assisted in conducting a study of the local market to find out the medical products in high demand, while searching for new suppliers to broaden his product range.  As part of the marketing consultancy they provided, Zubair SEC team helped Mansoor create the brand ‘AZ Medcare’ along with brand identity for his business, as a first key step towards achieving better market positioning, and also introducing his own branded products to the market as a following step.

AZ Medcare, part of Abraj Al Zahira Investment, has launched more than 30 branded medical equipment and products. Abraj Al Zahirah Investment Company now markets its products to over 280 pharmacies across the Sultanate and seeks to reach out to more, in the next phase. To achieve this goal, the company has utilised part of the financial grant from the Direct Support Programme to purchase a fully equipped mini-van, to deliver medicine and medical supplies. Mansoor also has plans to export his products to the Gulf market in the near future.

Mansoor advises those who aspire to start their own business, saying, “An entrepreneur has to be confident of his ability to achieve his dream as well as having a clear business plan and feasibility study for the project. It is always preferred to start a business with self-invested capital and avoid costly bank loans. When I started my project I relied on my own savings and some loans from family members. Therefore I was not obliged to pay monthly instalments and interest, which would have negatively affected my business revenue. Last but not least, using a good accounting system is essential for the success and sustainability of any business.”

"With the close support of Zubair SEC, we were successful in creating a brand, which was launched in May 2017 and achieved good market recognition. We formed relationships with two new suppliers, who offered products of outstanding quality and value, while adhering to the stringent standards for medical products mandated in Oman. Additionally, we also enhanced our accounting system through the use of an advanced accounting programme and made a contract with an accounting company to make a periodical inventory of the products available in the company’s store and matching them with the records. Furthermore, thanks to the Zubair SEC’s support we recently added a line for children natural products, as we have signed an agreement with a Hungarian company so that Abraj Al Zahirah will be their official distributor in the Sultanate", says Mansoor Nasser Mansoor Al Rahbi.

Quality Proposition

Noora Salmeen Mabruk Bait Mabruk has worked hard to ensure the success of her business

It is a marvellous thing to have a profession related to Oman’s esteemed heritage, one which continues to infuse new life to ancient traditions and preserve it for future generations. As a child, Noora Salmeen Mabruk Bait Mabruk learnt from her mother how to make traditional Qash’at sweets. And when her mother grew older, Noora along with her sisters began making it for her, because it was her favourite sweet. The remaining quantities were sold to customers who liked this kind of sweet at parties and during Eid festivities.

Noora remembers, “The Dhofari Qash’at sweet is popular due to its delicious taste. I was fortunate to learn from my mother how to make it. Initially, we made it only for the family and kept a little aside to sell to customers. When my mother grew older and found it difficult to eat the hard Qash’at, we had to think of a way to make it easier for her, without changing the basic ingredients. We thought about grinding it and using the powder to make what was later known as the chewy Qash’at. Our elderly neighbours took a real liking to it, so we used this as a means to improve the traditional Dhofari Qash’at”.

After her mother’s passing, Noora and her family decided to continue the art of the home-made Dhofari Qash’at sweet in her honour. Therefore to meet the high demand of the sweet, which the family was renowned for, she decided to open a shop in the city of Salalah in 2013.

“We opened a shop in Salalah, dedicating ourselves to making this traditional Omani sweet, and working to make this new business a success. I applied for a loan of 7,000 Omani Riyal from the Sanad Fund at the time, which helped me pay the shop’s rent and necessary fit-out for the shop, and thus “Al Bagi Sweets” was born. In the beginning, my family and I took turns to be present in the store and we eventually hired a full-time worker to help us organise and pack the boxes of sweets”, she adds.

Noora heard about the Direct Support Programme provided by Zubair SEC on the radio. On the same day, she received an invitation from the Oman Chamber of Commerce and Industry branch in the Governorate of Dhofar to attend an event introducing that programme. She attended the event and registered as a member in Zubair SEC and simultaneously applied for the Direct Support Programme.

Noora continues, “I wanted to benefit from the consultations and guidance as well as the financial support, so joining the Direct Support Programme seemed like a good decision. I was confident that I would be chosen as one of the ten selected members due to the fact that I had a comprehensive feasibility study and an existing business that achieved good sales. When I was later informed that I was one of the chosen ten members for the year 2017 Programme, I knew I was provided an opportunity to better develop my business and take it to the next level”.

With the objective of improving the product range of sweets and expanding her customer base, Noora began making Qash’at with chocolate, and chewy Qash’at, also known as Toffee Qash’at. She also began enhancing product packaging and the instore experience while trialling new ideas and concepts for product development. “In one of the events organised by a governmental body, I provided all the three kinds of Dhofari Qash’at. Among the attendees were a group of Europeans who were quite impressed by the Qash’at and compared the chewy Qash’at to Toffee, which is what it came to be known. And ever since, I made it a habit to keep looking for new ideas to grow my business”, says Noora.

Expressing her appreciation, Noora says, “Zubair SEC has made great efforts in assisting me with the financial grant together with the consultations, workshops and valuable advice to help grow my business. I thank them for their tremendous and unlimited support. I would encourage entrepreneurs to focus on creativity and innovation in their business and to strive to be unique in the market”.

"Zubair SEC worked on developing the sweets brand to be more attractive to customers, as well as enhancing the manufacturing process. This was done by upgrading the retail shop with a new look and feel to keep it in line with modern marketing methods. In addition to increasing the production capacity for Al Bagi Sweets, Noora is also looking to add new retail outlets, in addition to her first store in the Dhofar Governorate.", says Noora Salmeen Mabruk Bait Mabruk.

Focused Vision

Since starting his own independent business, Sultan Salim Rashid Al Sha’ei has continued to provide services but with a more evolved vision

To be able to achieve one’s dreams, strategic planning and clear-cut goals are necessary, alongside a strong determination to overcome any obstacles. As a popular local saying goes, ‘You do not need to be a fisherman to sell fish or benefit from the blessings of the sea, nor do you need to be a farmer to make use of the blessings a farm provides.’ Inspired by this concept, Sultan Salim Rashid Al Sha’ei from the Wilayat of Nizwa launched his business ‘Al Diwan Dates’.

In 2014, Sultan and his brothers co-founded their small date factory and ever since then they have worked diligently to develop the business. Commenting on his business endeavour, Sultan says, “We in fact do not have farms, but like any other Omani family, we adore palm trees and delicious dates. And since we have come to know that different Omani households have different tastes for this precious fruit, we decided to serve the community with high-quality; therefore we made a decision to open a small factory alongside a store to sell dates. We offered our service in two different ways; firstly by purchasing dates from farmers in Nizwa or other nearby Wilayats, and then storing, cleaning and packaging them to sell to customers; the second approach is by receiving dates from customers and restoring, cleaning and packaging them to give back to the customers at an initially agreed price”.

After Sultan started his own independent business, he continued to provide similar services but with a more evolved vision. As a result, he began looking for organisations to help him with advisory support and came across the Direct Support Programme offered by the Zubair SEC. He registered as a member of the Centre, and was successful in being selected as one of the ten members of the Programme in 2017.

Presently, there are few employees at Al Diwan Dates, along with a group of Omani women that work part-time, depending on the volume of orders. The business is authorised by official institutions. Seeking to grow his business, Sultan began investigating opportunities to export his products throughout the region, however it soon became clear that the competition within the date market is intense, which poses a challenge to the growth of his business.

Commenting on this challenge, Sultan adds, “The competition is quite formidable, but with expert assistance from Zubair SEC we have been able to differentiate our products by using new and innovative methods. We now produce dates with nuts and have upgraded the packaging process by displaying full production information, expiry dates, as well as all ingredients, so as to adhere to international quality standards. We expect that following this standardization will assist in increasing the market trust in the product and hence demand, both locally and regionally. In addition to product development, Zubair SEC has also helped me launch my first branch that will serve as the primary outlet for our factory production; the branch is located on the main road to Souq Nizwa and in front of Nizwa Fort. We have also launched our first branch in Wilayat Barka”.

Restructuring the business has given momentum to Sultan to further develop his business. He is now focusing on future growth, including integrating with small separate date factories to form a much larger one. He believes this will encourage the development of the Omani date industry and enable it to compete within local and regional markets, and create more job opportunities for citizens.

Extending his gratitude to Zubair SEC, Sultan notes, “I would like to thank Zubair SEC’s team for their limitless support. I encourage entrepreneurs to join the Centre so that they may also benefit from the free advisory services, workshops and various sessions that the Centre has to offer”. He adds by saying that seriousness and focus on one project are one of the key elements for success, and after achieving good progress, one can later consider other business endeavours.

"I was confident that my project had a lot of potential, but it was difficult to manage financially. I was unaware of the segregation of business capital and profit from my personal funds, and that the revenues of the project should be used solely for its development. Additionally, I lacked marketing strategies and relied only on date restoration and packaging back to clients. But after joining Zubair SEC and becoming a member of the Direct Support Programme, I was able to learn the most efficient and effective ways of running a business. The Centre also helped me create and launch my own brand, Al Diwan Dates, which boosted my marketing efforts and market positioning”, says Sultan Salim Rashid Al Sha’ei.

Dar Al Khouyout Fashion

Sartorial Elegance

“Look for new and innovative ideas and always ensure that quality products and services are provided”, says Nadia Ali Said Al Ajmi.

Her love for designing clothes for women, including abayas and dresses, led her to open a business in the field of garments and textiles, despite holding a PhD in Philosophy of Special Education.

Nadia Al Ajmi, owner of Dar Al Khouyout Fashion located in the Wilayat of Sohar, said, “Sketching and designing women’s clothing was my favourite hobby from a young age. Over the years my hobby grew and it is something I am very proud of. With my knowledge of women’s attire and passion for distinctive designs, I began tailoring abayas and dresses from home. I subsequently gained experience and built a good client base in Sohar, as well as other Wilayats in the Sultanate”.

Due to her early success in the field – although starting from home, and armed with the encouragement of her family and friends, Nadia later opened a retail store in 2012 in Sohar, which sold and tailored garments for women. The business was initially funded by a small capital that Nadia kept apart from her monthly revenue. Nadia also imported ready-made clothes from neighbouring countries, based on the demand of her customers, and sold them at affordable prices. Since she had already built a loyal customer base, the word-of-mouth from satisfied clients quickly expanded her business. It also became apparent that customers preferred to purchase imported garments from her store rather than travelling to other countries, or buying online without first trying them. All the while, Nadia continued her hobby of designing custom-made abayas and dresses.

Nadia joined Zubair SEC in 2016 and applied to the Direct Support Programme in 2017. Due to her solid feasibility study and clear-cut business objectives, Nadia was successfully chosen to be one of the ten members of the Programme for 2017. Commenting on the collaboration with Zubair SEC to develop her business, Nadia says, “After joining Zubair SEC and attending advisory meetings and workshops, I was further enlightened about business. When I applied to the Direct Support Programme, I needed financial and technical support to ensure the stability of my business in the way I had envisioned it. I succeeded in earning a place amongst the ten members who were chosen for the programme, and this allowed me to start a new journey alongside the Centre, focusing mainly on the development of my business on various levels”.

Currently, Nadia aims to expand her project within the Wilayat of Sohar, with the support of Zubair SEC. She also believes that social media platforms are influential in reaching customers outside the Wilayat. As she now receives orders on social media platforms, where her designs and clothing are displayed, she offers delivery services to her clients. After joining the Direct Support Programme, she worked with Zubair SEC on developing a new brand for her business (Dar Al Khouyout) and accordingly reflected the brand identity in a new décor and expansion of her shop and the relevant accessories and branding collateral. Nadia believes that the growth of a business requires patience and determination to overcome the challenges facing entrepreneurs every day. For Nadia, the challenges included fierce competition, expatriate labour, weak capital resources and an over reliance on Eid festivals, and peak-school and summer seasons. She considers complicated procedures and requirements for registering a business some of the key challenges facing small businesses. Obtaining permits and paying the required license fees can often be burdensome.

Given her experience, Nadia proposes a simpler solution for entrepreneurs; a one card for the SME, paid for one time, that simplifies all the required approvals and permissions from the relevant authorities. This, she believes, would be of great assistance to entrepreneurs launching their new business. Today, Nadia’s entrepreneurial vision has led her to start laying the first blocks for a new business that specialises in designing furnishings for wedding halls. Zubair SEC is also working with Nadia to stage a fashion show to launch her new collection soon.

As an advice for budding entrepreneurs who dream of opening small businesses, Nadia states, “Look for new and innovative ideas and always ensure that quality products and services are provided, and keep equipping yourself with knowledge and expertise in marketing; those are some of the success factors for any business.”

"I worked with Zubair SEC on developing my own business brand. With the financial grant by the programme, I expanded my store, purchased four new sewing machines and imported new textiles from Saudi Arabia. These materials are unique and will be the first of a kind in the Sultanate. Also, I am working on the development of a website and a fashion catalogue for my designs", says Nadia Ali Said Al Ajmi.

Planned Approach

Taking challenges head on, Nasser Abdullah Nasser Al Mawali’s perseverance paid rich dividends as he launched his second business in a very short time

 ‘What doesn’t kill you makes you stronger’; an old phrase that aptly describes persevering for success in the business world. Failure in business for some people can mean a sense of hopelessness and surrender; whereas for others it is a learning that directs them along the path they have to follow. Experiences, both good and bad, are valuable lessons that guide entrepreneurs towards achieving their goals and dreams.

The hero of this story failed in his first business venture which was a construction company. Nevertheless, he did not give in to despair and persevered to launch his second business. Nasser Abdullah Nasser Al Mawali from the Wilayat of Wadi Al Maawil had initially worked in the private sector for several years, until he retired to start his own business.

Recounting his entrepreneurial journey, Nasser comments, “After retiring, I started a construction company and the work was good since we had many projects. However, due to the lack of sufficient adequate workers compared to the volume of business, we failed to deliver on time. As a result, we exceeded the expenses budgeted for, and due to my lack of experience in proper accounting, I was unable to fulfil the project requirements and I started accumulating losses. I had to sell some of my plots to pay off loans that were beginning to pile up and eventually I had to close down the business”.

 “During this period, I joined Zubair SEC and there I learned that the reason for my failure was due to the ambitiously large number of projects I had taken on. The business advisors explained that I should only agree to a realistic number of projects that were corresponding to the resources I had”, adds Nasser. Following the dissolution of his first enterprise, Nasser did not want to revert to working as an employee in a company, nor did he wish to continue investing in the construction sector. Therefore, he decided to visit local souqs every morning to conduct market research and understand which lines of business where the ones which were in most demand. During a visit to a souq in one of the Wilayats, he witnessed the wide demand for milled grains, so the idea of opening one in Wadi Al Maawil began to take shape in his mind. He initiated a thorough analysis into the field, with regard to the most demanded grains, their prices, processing budgets, expected success opportunities, etc. After that, he presented a business plan to the Zubair SEC advisors who encouraged him to take it up. Nine months later, Nasser established his ‘Al Joud Mill’ enterprise.

 “I launched my second business on the first of October, 2014. As it is the case with any small enterprise, I had to face some challenges. One of them being the rejection of the purchase or stocking of my products from other merchants. Therefore, I hired someone to help me find new outlets for the sale of my products. I kept working closely with him every morning when we visited the souqs of the nearby Wilayats. The profits were minimal initially, but they gradually increased over time”, he notes.

Nasser had previously applied to Zubair SEC’s the Direct Support Programme but was not selected for several years. Yet, with a firm determination, he kept trying and was successful in fulfilling his goal to join the Programme in 2017, marking a new phase in the growth of his business. Continuing his story, Nasser says, “Several months later, my marketing employee retired, so I hired one of my old employees from the construction project. Together, we continued going to the souqs every morning, from Muscat and Batinah South to the Suwayq souq in Batinah North. We set up agreements with numerous outlets and have currently reached about 130. Our objective is to keep adding new ones”.

Nasser believes that investing in research, and putting the needed time and effort in a business is what takes it closer to success. He also highlights the fact that the market is filled with opportunities for people with innovative business ideas. “The uniqueness of a business idea and utmost dedication to business are fundamental to success. A unique business is not necessarily extraordinary, but is one that sets itself apart from similar businesses in areas such as marketing, branding, product offering, packaging, quality, and building a trusted relationship with clients”, he concludes.

Keeping in tune with the transformation of the company and its vision for the future, Zubair SEC has created a new brand identity and logo for Aljoud Mill. 

Nasser Al Mawali has been running a successful and sustainable grinding mill since the launch of his business.

“I have a long-standing relationship with the Zubair SEC team since it was first established. I consider joining the Direct Support Programme in 2017 a great opportunity for me which has opened many doors for my business. We have worked on renewing my business brand and on reflecting the new brand on all marketing collateral and packaging. We also managed to purchase a barcode printer for easier processing of my products at bigger stores. We also intend to improve the production process at the mill by upgrading from fully-manual to a semi-automated system. The addition of a branded delivery vehicle has contributed to the increase in the amount of products delivered to stores. We are also currently working on improving our accounting system”, says Nasser Abdullah Nasser Al Mawali.

Engagement Based Learning  

Khadija Salim Said Al Mahrooqi seeks to develop the talents and skills of the community through diverse training programmes based on distinguished training strategies  

”We believe that children and youth are the backbone of any community and that the methods to educate and inform young people using engaging technologies are rapidly evolving. Drawing on our long experience in the training sector, we were determined to contribute to youth and children development in Oman with state-of-the-art learning programmes. We started a business which combines fun activities, engaging entertainment, and positive educational outcomes, while delivering training programmes based on suitable training strategies for each target audience”, says Khadija Salim Said Al Mahrooqi, sharing the beginnings of her business, Qudra Al Mutamaiza Training Services, located in the Wilayat of Buraimi.

In 2014, Khadija founded her new business, basing it on the experience she gained over many years, when she worked as a pharmacist and a trainer in health and development fields. Aspiring to create an extraordinary business, Khadija chose to open a centre that integrates learning and fun through different means and facilities that suit diverse training and capacity building programmes.  

In 2017 Khadija was selected to be a member of the Direct Support Programme in its fourth round, thanks to the clarity and unique value proposition of her business. Later, with the assistance of advisors from the Centre, she began developing the business to offer high quality training services alongside innovative programmes from her offices in Bureimi.

Explaining the philosophy behind her business, Khadija says, “We initiate and carry out various programmes for different age groups, starting from age 5. We work to link educational outcomes with fun activities and engaging game play. Qudra Al Mutamaiza also seeks to develop the talents and skills of the community through advisory support and guidance. We offer various services and solutions for youth, such as providing them with essential knowledge, promoting their skills and transforming negative attitudes to more positive ones. The centre is expected to attract expertise from around the world”.

With her business well underway, Khadija has already started thinking about expanding her enterprise by organising relevant activities and events across the Sultanate. She also intends to open new branches in the different Wilayats for the purpose of knowledge sharing and giving the opportunity for all those interested to benefit from Qudra Al Mutamaiza’s services. Khadija’s ambition also goes beyond the local boundaries; to ensure the continued growth of her business, she has signed several regional and international partnership agreements, in addition to creating her own local brand with international standards.

Commenting on the existing opportunities for small businesses in the Sultanate, Khadija says, “There has been an immense amount of effort put in promoting and developing SMEs in the country. This encourages us as owners of small businesses to do our best to overcome the challenges we face and benefit from the existing support to achieve sustainability for our businesses. A key challenge I faced was the complicated procedures for acquiring official approvals which took a long time, and this can negatively influence the growth of small businesses. With the knowledgeable guidance of Zubair SEC, I was successful in overcoming many of the obstacles. However, I recommend finding quick and effective alternatives to facilitate official approvals and licenses for entrepreneurs starting their businesses”.

"I would like to thank Zubair SEC for their great effort in supporting small enterprises through their various services", says Khadija Salim Said Al Mahrooqi

Capoeira is a Brazilian martial art that combines elements of acrobatics and music to the effect of releasing energy and generating tranquility. It was first developed by Africans, and then moved to Brazil. Capoeira is performed with special Brazilian traditional songs. Mohmood Khamis Humaid Al Oraimi, owner of the “Moudy United - Capoeira Sport Club” first came to know the sport when he travelled to Brazil and some European countries which have specialized training centres. Mahmood loved the sport and he decided to open a training centre to be the first club specialized in Capoeira in Oman. Commenting on the unique qualities of the sport, Mahmood noted, “Capoeira contributes in generating a positive spirit among practitioners; it is performed in a capoeira roda (ring). I loved the sport since I travelled to Brazil to learn it, and then I traveled to other European countries. After that I decided to open a specialised Capoeira centre here in the Sultanate. Since it is a new sport to Oman, I faced some obstacles at the beginning, but over time I was able to overcome the challenge, especially with the support I received from the Ministry of Sports Affairs.” Mahmood Al Oraimi then increased his efforts to spread the sport in Oman. Given its importance and positive physical and mental attributes, Mahmood started to convince parents on the importance of registering their children in the centre to learn the sport. Capoeira helps in nurturing positive habits in children and improves the way they deal with others. He was successful in increasing the number of parents who registered their children in the centre, which contributed in increasing the popularity of the club, especially with the positive outcomes for the children, which amazed the parents. Mahmood added: “Due to the positive impact on the first participants, the popularity of the centre increased, and some parents of children with physical disabilities and autism were more encouraged to sign up their children. As a result, the parents were very happy to see noticeable improvement with their children. I can give you one example of a child who was injured in a road accident; he wasn’t able to use his legs and was confined to a wheel chair. After convincing his family to bring him to the club for training he was able to regain his ability to walk after few months.” With the rising reputation of the Capoeira club and the growing number of participants, Mahmood needed expert advice and financial support to develop the centre. The participation fees Mahmood earns from the trainees is very minimal and does not cover all the operational expenses of the club, especially as it was established for social rather than economic objectives. However, the centre needed new equipment with the rise in memberships. In order to sustain the centre economically, and to create the aspired social value, Mahmood joined Zubair SEC, which is one of the first initiatives in the Sultanate to promote and support social entrepreneurship and sustainable social impact of business. Talking about this phase Mahmood noted: “Because of my desire to spread this sport in Oman, I treated the club as a national project that serves the community, without thinking of a complex financial model which charges high fees. With the aim of encouraging others to participate and learn this sport, I decided to provide relatively low participation fees. However, with the increasing number of participants, the operational costs of the centre increased. This sport requires special hand-made equipment which is brought in directly from Brazil. Therefore, I had to look for an organisation which will provide financial and technical support and business guidance, and I sought to become a member at Zubair SEC.” “At Zubair SEC I got the expert advice and mentorship I needed to develop the operational and financial areas of my project. I also applied for entry into the 2016 Direct Support Programme, and I was very encouraged when I was selected to join the third round of the programme in 2016 and be entitled to a financial grant set for the social entrepreneurship category. This category recognizes a business which aims to create positive and tangible social and economic value simultaneously and sustainably. The financial grant helped me buy a number of equipment and some other specialized tools. The team at Zubair SEC helped me in developing a business plan that ensures the long-term sustainability of the project, while not losing sight of our primary objective, which is to serve the community with the sport of Capoeira.” Mahmood adds. The Zubair SEC advisory team have put in place development plans for Mahmood’s business, including a new marketing campaign, providing special packages for companies and other institutions. The sport of Capoeira is also proving popular with institutions to boost team building relationships for employees when away from a work environment and to reduce work stress. The first institution to sign a contract with Mahmood was The Zubair Corporation, quickly followed by other leading companies in Oman. The Zubair SEC team also helped Mahmood develop an events outreach programme for private schools, as well as communicating with Al-Masarra Hospital for possible partnership to help in treating drug addiction cases by involving patients in Capoeira. Thanking Zubair SEC for their efforts in supporting the project, Mahmood Al Oraimi said: “I benefited a lot from the consultancy provided by Zubair SEC as well as the extended financial and moral support. The business now has a clear path which will help me in achieving my goals for the benefit of the society, while being sustainable economically. Now I have a better understanding of social enterprises and best practices in managing them and growing in impact.”

For Ali Saeed Abdullah Al Rashdi, it was time for a change. He had previously worked for 10 years in the Royal Air Force of Oman, specifically as a maintenance supervisor. He then went on to join a family-run construction firm as a Marketing Manager. These previous roles gave him a solid foundation and expertise to venture into the world of entrepreneurship and start his own business. Tapping into his good experience, Ali decided to setup his own maintenance company “Muaawana”. The company focuses on providing a complete range of building maintenance services including plumbing, electricity, carpentry, general maintenance and installation of air conditioners, all using mobile teams of technicians. The philosophy of “Muaawana” is to give clients comprehensive maintenance solutions on a periodical schedule in order to keep buildings in top shape. These services are delivered on a regular or on-demand basis according to the needs of the building owner. All maintenance charges are first agreed between “Muaawana” and the building owner, and parts or materials that are replaced during maintenance process are charged at an agreed rate. “Muaawana” also provides a rapid response service on-demand which is available 7/24 for any unexpected problems within the building. Speaking about the concept of “Muaawana”, Ali noted: “My previous work in the Royal Air Force of Oman equipped me with great experience in this field, and my second job in the construction sector deepened that experience. Working closely with property owners and the local community helped me understand the potential market for a company that could provide on-demand call-outs and comprehensive regular maintenance for houses and larger properties both for individuals and corporates. The inception of the idea “Muaawana” started here.” “Muaawana” started with a team of 3 individuals, who provided services to a limited number of clients, but then the workload developed with the increasing marketing efforts, resulting in an expanded workforce of 3 teams with a total of 13 employees. Ali noted: “We started using social media as a key part of our marketing strategy, which allows us to reach a wider base of potential customers. We also distributed leaflets to introduce our services to the market, which has helped us to gain more corporate clients who have large property portfolios which require on-going maintenance. We also secured good maintenance contracts with several entities within the public and private sectors, in addition to some individuals who have tried our services and decided to sign with us for long-term contracts, and that’s how we were able to develop and grow our business.” The specialised maintenance business, which was at first a dream for Ali Al Rashdi rapidly expanded in size, and with this growth he felt that he needed to seek out expert guidance and financial support to expand and develop the business in an organised manner. He noted: “I applied for a loan from some funding organisations, but they rejected my application due to the perceived small size of the maintenance market in the Sultanate. However, I didn’t give up or feel weak, and I decide to look for other organisations that could provide me with the support I needed.” He noted: “One day, I was listening to a radio programme which was broadcasting live coverage an event held at Sultan Qaboos University. They were discussing the challenges facing small and medium enterprises in the Sultanate, and that’s when I first heard about Zubair SEC. The programme interviewed one of the consultants from the Centre, who spoke of the various services offered to small enterprises and entrepreneurs in Oman. This type of support was just what I was looking for, so I went immediately to where the event was held at the university, meeting with the Zubair SEC team at the event. I spoke with them about my desire of joining the Center, and from here was the start of my promising journey with Zubair SEC when I registered as a member.” Ali Al Rashdi understood that Zubair SEC could offer many benefits for his fledgling business. He was quickly introduced to various advisors at the Centre, each of whom provided expert guidance, coaching and business planning advice. They facilitated his participation in relevant exhibitions and helped him in applying to Al Raffd fund for a loan to expand his business. For the loan request, Ali needed to outline a clear vision and business plan for “Muaawana” together with a feasibility study based on projected revenues and expenditures. Zubair SEC team worked closely with Ali to finalise the funding application, and helped him to highlight the potential growth opportunities in the market, which assured the economic viability for business.” Expressing his gratitude towards Zubair SEC, Al Rashdi noted: “The team of advisors at the Centre gave me so much support, with expert consultations, advice and mentorship, all of which really contributed to the success of “Muaawana” in a short period of time. They also helped me formulate my marketing strategy which has led the business to profitability in less than 4 months. They were also invaluable in opening new doors of opportunity for me by facilitating contact with new clients, including long-term contracts with companies within The Zubair Corporation.” “I participated in many training workshops by Zubair SEC on effective marketing and the different methods of marketing through social media. With the Centre’s support, we participated in small enterprises exhibitions which greatly helped to promote the business, and I also won’t forget the great media coverage which was generated by the centre, which helped us to reach a larger number of institutions and individuals. Particularly, I am deeply grateful to be chosen as one of the ten winners of the 2016 Direct Support Programme, which helped us significantly in the development of our business. The kind support from everyone at Zubair SEC continues to this day!” Ali concluded. A proudly Omani owned and operated business, “Muaawana” has moved to a new level of progress today. However, Ali Al Rashdi has his eye firmly set on the future, and aims for “Muaawana” to be the most successful maintenance services firm operating in Oman in the years ahead.

Nasir Said Al Hajri is from the Wilayat of Bidiyah in North A›Sharqiyah Governorate. He is a partner in the business “Modern Nature World” which specializes in the sale of nuts, coffee beans, sweets and spices. He saw the Direct Support Programme as a golden opportunity to develop his business which is considered a small-sized enterprise. Therefore, he registered for membership at Zubair SEC. Al Hajri is an avid follower of the Centre’s news and updates and he is very impressed by its efforts in encouraging small enterprises to grow and develop. Commenting on the association with the Centre, Nasir notes: “Zubair SEC is one of the most popular bodies that ambitious small enterprises head to. The Centre works in a very unique way to make small businesses stable and strong, while providing them with the foundations and pillars for sustainability and growth. The Zubair SEC team works alongside the small business owner through every phase of growth and provides expert consultancy and mentorship to members to help manage and market the business in the best way possible. In addition, each year, the Centre chooses a group of ten members who are keen to develop their business, and who have demonstrated their professionalism and commitment; chosen members become accepted into the Zubair SEC’s flagship Direct Support Programme.” In 2015, Zubair SEC announced a seat in the Direct Support Programme to be adopted by a leading company in the Sultanate. This is in line with The Zubair Corporation’s strategy towards enhancing the role of large corporates in collaboration with small enterprises to develop their mutual business hand in hand. The first initiative was adopted by Oasis Logistics which is specialized in the wholesale arena. This announcement was the biggest encouragement for Nasir Al Hajri to join Zubair SEC. He did not wait long because he knows the value of time and how important it is to take advantage of the opportunity given specifically to small enterprises; therefore, he applied for membership at Zubair SEC in 2015. Nasir had worked in trading for several years, and although experienced, he knew he needed expert guidance and advice as much as he needs financial support in order to grow his business. His determination and will to succeed impressed the supervisors of the Direct Support Programme and after careful evaluation, they worked to partner Nasir with “Oasis Logistics”. This was the starting point for “Biladi Mart” business in Wilayat Bidiyah, which was launched in 18 July 2016 under the auspices of Hani Muhammad Al Zubair, Director, The Zubair Corporation & Chairman, Zubair Automotive Group. With the opening of the new business, Nasir Al Hajri’s dream came true. He says, “As soon as it was announced that our enterprise was accepted into the Direct Support Programme, and to partner with “Oasis Logistics”, the Zubair SEC team started working on preparing the supermarket’s design, identity, brand, business plan, all the logistics related to its financial and commercial management affairs, and daily operations management in cooperation with Oasis Logistics. It was a great opportunity for Modern Nature World Company to manage the first “Biladi Mart” supermarket in cooperation with Zubair SEC and Oasis Logistics”. “We really benefitted from the financial assistance to help fund the setup, in addition to other assistance received from Oasis Logistics, who were helpful in the preparation and fit- out of the new supermarket. More importantly, and apart from the financial support, we received expert consultancy and mentorship from Zubair SEC and Oasis Logistics, including technical, marketing, and logistical support before, during, and after the opening. That support is still provided today by the advisors and staff at Zubair SEC”, Nasir added. Nasir notes that the business is constantly adding to the range of products on sale and is attracting new customers every day. However, as with any new enterprise, there are challenges and obstacles on the path to success. Nasir commends the efforts of Zubair SEC for providing complete support for entrepreneurs and small enterprises, which he relates to as a great experience. He notes that Zubair SEC is a model other leading companies should look to when supporting the rapidly growing SME sector and helping to grow the national economy in Oman. Commenting on his experience, Nasir notes, “Zubair SEC has directly contributed to the growth of entrepreneurship in Oman, helping to establish and grow small businesses that create new job opportunities. The Centre is the door to the world of business, because through it, entrepreneurs can achieve their goals supported by expert consultancy, guidance, training and financial support, which makes them capable and ready to face any challenge. Oasis Logistics is also a great example for partnership and cooperation between leading enterprises and start-ups. We thank them all and really appreciate their efforts.”

A close and enduring friendship between two friends formed the foundation for a new beginning when the pair decided to become business partners and establish their first company. The first choice was to establish a company specialised in providing design consultancy and décor. Yasir Al Battashi and Mohammed Al Balushi are the founders of Efreez since 2011. They both brought different, yet complimentary skills to the new enterprise; Yasir has experience in administration and finance as well as good experience in maintenance, while Mohammed is an M.A. holder in fine arts, and works as an arts specialist. Commenting on the beginnings of their new business, Yasir noted: “My friendship with Mohammed motivated both of us to consider establishing a joint business. Usually finding the suitable commercial activity forms a challenge to anyone who wishes to start a business, but for us the choice was clear from the very beginning. Mohammed is a very talented artist and he also holds an M.A in fine arts. Therefore, we capitalized on our expertise and established Efreez, which provides specialized services in wood and glass design, and designing special lighting solutions, among other design works. We started in 2011, and in the beginning it was only Mohammed and myself, and we worked out of a small office in Al-Amerat. At first, we focused on providing design services to small villa owners in Al-Amerat only, then as the business grew we began to provide services to customers all over Muscat and to some governmental bodies. Our business developed day by day, and now we have 20 employees in the company.” Yasir and Mohammed realized that the revenue growth and the increased work volume must be paralleled by an increase in profits. However, due to the increase in operating expenses, the net profit was less than the expected. Therefore, they looked for consultancy support and expert mentorship to develop their business. Through social media, they heard about Zubair SEC and its role in supporting small enterprises and Omani entrepreneurs, so they decided to register as members at the Centre, which was a significant step for them. The consultancy and advice received from Zubair SEC advisors contributed in developing the business strategy of the company, and the positive financial results quickly followed. “After the growth in company’s business as well as number of employees, we realized that we needed expert advice from a specialized institution to put us on the right path, and drive the business towards wider horizons of success. At the beginning the focus was on developing and diversifying our work without the need to add extra expense which in turn might affect the net profit. The team at Zubair SEC helped us to develop a new strategy which covered the following key areas; developing and expanding our range of services, identifying the ideal target customer, increasing the target audience, reducing unnecessary expenses, and changing the marketing and promotional strategy for the company. We worked together to implement all these points.” Yasir added. Efreez started reaping the fruits of joining Zubair SEC, with Yasir Al-Battashi and Mohammed Al Balushi successfully implementing the new strategy with great results. The company started providing an expanded range of services, and grew its customer base to include commercial services to public and private institutions. The excellent potential within their business was a major factor in them being selected for the 2016 Direct Support Programme. Yasir Al Battashi commented: “After we joined Zubair SEC, and implemented the new strategy, we started to see positive results. We established good relationships with strategic partners of Zubair SEC, and the continuous engagement with other members enabled us to exchange experience and look for possible cooperation opportunities. Winning entry to the Direct Support Programme 2016 gave the company a real boost, along with all the privileges provided by the Programme. In addition to the free expert consultancy provided to all members, the winners get a number of unique privileges, including a dedicated consultant who works with them to provide support, in addition to a financial grant, which contributes toward implementing the agreed objectives for the business”. He added: “Through our work with the team at Zubair SEC, we developed the administrative, financial and other aspects of the business. Our office has been relocated from Al Amerat to Al Khuwair, with the aim to elevate and expand our customer base. We also focused on growing our relationships with engineering companies, which allowed us to offer a greater range of specialized services, and increase the volume of business we can handle. The Zubair SEC team worked closely with us to develop a business plan for years ahead, and prepare a new marketing and business development strategy, in addition to preparing a new brand identity for the company.” Al Battashi concludes, “After the great efforts made by everyone at Zubair SEC, we were able to take our business to the next level. Today, we are working with a new vision and goals, targeting a larger market. At the beginning, we were providing our service to small villa owners, those who are with average income and below, but today our services are provided to a higher-income segment in the society. With the various services provided, we are now working with high-end shops and hotels. This change in our business strategy contributed in raising the revenue by %90, keeping in mind that we have the same number of employees and with the same expenses, but the profit has doubled. Thanks to everyone at Zubair SEC for their tireless support, and I encourage all SME owners to take advantage of the services and consultancy provided by the Centre”.

Aliya is a successful housewife who felt the need to play a larger role in society and develop a sustainable source of income for herself and her family. Thinking deeply of her ambitions, she struck upon the concept for her new enterprise, one she felt confident she could successfully establish and manage. Aliya shared her vision of the new business with her husband and he too was excited about it and promised to stay by her side and provide all the support she needs to succeed in her entrepreneurial dream. She is Aliya Abdullah Al Nabhani, the owner of Al Rawaye Al Shamikha poultry farm. Aliya lives in the Wilayat of Nizwa. In 2013, she founded her own business which was a small traditional poultry barn that produced around 3,000 chickens a year. She oversaw the construction of the barn on her father-in-law’s farm and very quickly the demand for her locally produced chickens outstripped the supply. Recognising the unprecedented demand in the local market, Aliya decided to expand the business and transform it from a small barn operation to a fully commercially sized farm, increasing the number of barns for chicken production. Commenting on the expansion of her business, Aliya Al Nabhani says, “I decided to expand breeding capacity and rented a farm in Al Karsha region in the Wilayat of Nizwa. I built two large barns which were able to produce around 5,000 chickens during one season. Traditionally, the breeding season lasts for nearly two months which is the period the chicken spends to grow, starting from the time when the eggs hatch, to the age in which the bird is mature. With this expansion, the business reached a total annual production of around 30,000 chickens. In the beginning, our farm served the Wilayat of Nizwa only, then we started delivering our products to the Wilayat of Al Hamra and the Wilayat of Bahla. We deliver the chicken slaughtered and cleaned to the houses without adding delivery fees on the actual price. In fact, recently we started delivering orders to the Muscat Governorate, especially to relatives and friends in some parts of the capital.” Witnessing the huge demand for the business’ poultry products, Aliya believed it was necessary to expand the business even more to satisfy market demand, but given the rapidly growing size of operations, she felt the need for specialized technical advice and financial support in order to expand in an organized manner. Aliya understood that expert advice will ensure the growth of her business and increase revenue, which is needed to fund her expansion plans. It is at this point that Aliya sought out the support of Zubair SEC, where she registered as a member to benefit from expert consultancy services. Commenting on joining hands with the Zubair SEC team, Aliya Al Nabhani noted: “When I started the poultry farm the production quickly reached around 30,000 chickens annually. The demand kept growing and I decided to further expand the business and increase production, but the expansion costs were very high and existing revenues could barely cover it. This is a hard position to be in; our business was a great success, but we were struggling to fund the future expansion plans. Therefore, I thought about obtaining expert advice on how to increase revenues to fund our planned expansion. In 2015, I applied for the membership of Zubair SEC. A good friend recommended Zubair SEC to me, as she had been previously accepted into the Direct Support Programme offered by the Centre. After I became a member at the Centre I benefitted from many valuable consultations which helped me plan the business expansion. Then, I applied for entry into the 2016 Direct Support Programme and by Allah’s will I was one of the winners.” By winning membership into the Direct Support Programme, many doors for development and growth were opened for Aliya’s business. The services she received included a comprehensive financial audit, which confirmed that existing revenues were unfavourable compared to planned expenditures. In this stage, there was a need to restructure in order to achieve higher revenues without adding expenditure. After several business studies and plans, Aliya and the Zubair SEC team recommended adding a third barn to her operations, allowing for higher production of chicken without resulting in significant additional expenditure. The expansion of the third poultry barn was primarily funded by the Direct Support Programme grant. Aliya says: “Winning membership in the Direct Support Programme 2016 opened broad horizons for real success in my business, and I say real success because the business was successful regarding the demand for our product, but it was not ideal regarding profitability. After many meetings and consultations, the Zubair SEC team suggested directing the programme grant towards constructing a third poultry barn which was much bigger and uses modern systems. The barn was constructed according to modern standards unlike the previous traditional barns. The new barn is thermally insulated which reduces electricity consumption and can be transferred from one place to another if needed. It also has the modern automated irrigation system which reduces water consumption, in addition to a very modern heating system which maintains a consistent temperature degree inside the barn throughout the year.” The third barn now produces around 36,000 chickens annually, and as a result, the overall production of the farm from the three barns has now reached nearly 66,000 chickens each year, which contributes in generating higher revenue while fixed primary expenditures, like the farm rent price, did not change. In addition to Aliya Al Nabhani and Zubair SEC working on adding the third poultry barn, the Centre also worked on preparing a modern new identity for the enterprise, choosing a unique name for the business, and preparing a new logo to enable more effective marketing. Talking about her future plans, Aliya says, “I thank god for helping me achieve my ambition. Thanks to the great support of the whole Zubair SEC team I was able to see my business growing further and further. I would like to deeply thank everyone in the Centre for their great support and efforts, and I have a big vision that my business will all cover parts of the Sultanate and then we aim to start exporting our products to other Gulf countries.”

Fresh graduates from university or college tend to favor job opportunities in the public and private sectors, and many people often wait for months or even years until they get a job offer that satisfies their aspirations or fulfills their needs. However, Abdullah Ali Al Mulla chose a completely different way; he aspired to become an entrepreneur starting his own business, instead of working in a steady job and getting a monthly salary. Firm in his conviction, as soon as he graduated from college with his bachelor›s degree, he launched his private company “Emaar Al Khaleej”. Recalling the beginnings of his new business, Abdullah Al Mulla notes, “When I was a university student at the International College of Engineering and Management, my major was Environmental Health and Safety Engineering. During the course of my studies I felt a very strong connection with this field, so I started researching more about it which strengthened my passion for the domain. After graduating I became more certain that what I learnt would form the basis of my first business; one which specializes in fire safety and security systems.” Armed with his bachelor’s degree, Abdullah carefully studied the demand of the local market for this type of business and saw a good opportunities in the field, which encouraged him to enter the market. Commenting on the challenges facing the new business, Abdullah noted: “The decision to start my own business may not seem hard, but at the same time, it required the availability of a number of factors to ensure the success of the project. Therefore, when I studied the market, I found many good opportunities in front of me, but they were not necessarily easy to get. Although I had a relevant degree and had conducted deep research on security, safety, and fire protection systems, I lacked administrative and management experience. Also, big challenges require a person who is patient, experienced, and well-rounded on other matters like marketing and promotion, in addition to the availability of capital, of course. However, with courage and determination to achieve my aspiration of running my own enterprise, I took my first steps into the business world”. The business “Emaar Al Khaleej” was founded in 2014, and focused on all activities related to fire prevention systems, in addition to providing security and safety equipment for buildings and work sites. The business started with Abdullah Al Mulla and only one employee; in two years, the number of employees reached 30, which reflects the development and fast growth of the enterprise. Commenting on the rapid expansion of the business, Abdullah notes: “When we launched the business, we were aware of the need in the market for such specialized products and services, but we also learnt how difficult it is to compete in a small market against big companies working in the same field. Therefore, we had to study the market very well and determine the needs of clients accurately, in addition to focusing on what makes us different from other competitors and delivering that to the clients clearly. The most important message we delivered to our clients at first was that our company is the only one that has an Omani administration whose members are specialized and academically qualified in this field, because specialized activities require specialized competencies too. This clear point of differentiation was leverage for us with governmental institutions, private sector companies, and individuals, which reflected positively in the rapid growth of the business.” By the end of 2015, Abdullah Al Mulla joined the membership at Zubair SEC. Highlighting the benefits of joining Zubair SEC Abdullah notes: “Our business grew very rapidly, and in a short period of time. While this was very pleasing, it highlighted areas in the business where we needed expert consultancy and mentorship to ensure the long-term sustainability and continued growth of the business. The benefits I received from Zubair SEC were invaluable. I received expert consultations, attended workshops on developing the performance of small enterprises and met with other members of the Centre to share experiences and insight. Along the way, I formed close relations with the other members and we continue to collaborate on good business opportunities till today.” In 2016, Abdullah Al Mulla applied for the Direct Support Program. Due to the well-studied selling propositions of his business, his seriousness as an entrepreneur looking for excellence, and his dedication towards constant improvement, the Centre selected him to be one of the ten winners of the Direct Support Program for that year. Commenting on the award, Abdullah noted: “Winning membership within the Direct Support Programme was a paradigm shift for me and my business, and this accomplishment has really opened new doors of opportunity for me. I am thankful for the efforts of the entire team at Zubair SEC who played a key role in the development of my business and helped me prepare and develop my detailed business plans. I also received a financial grant which helped me buy new tools and equipment to grow the business, and I still enjoying the comprehensive consultancy and guidance services extended by the specialized team of advisers there.” Abdullah Almulla is a man of unlimited ambition. He plans to take “Emaar Al Khaleej” outside the Sultanate to other markets; he notes: “Our ambitions are very big because we are planning for the long term. We hope to become one of the best 5 Omani companies working in this field by 2020. In the coming years, we also aim to establish a factory here in Oman to produce products related to security, firefighting and safety. The establishment of this factory will lead us to the stage of exporting our products and providing our services in foreign markets.” Guided by the confidence of His Majesty Sultan Qaboos in the ability of Omani youth to contribute to the growth of the national economy, Abdullah Al Mulla keeps working hard towards improving his business. He says: “The wise vision of His Majesty for Omani youth and his strong confidence in them always encourages us to prove that we are worthy of his trust. In addition, His Majesty’s guidance constantly supports Omani youth and start-ups so that they have a bigger role in the growth of the national economy of our beloved country.” He adds: “I would like to thank Zubair SEC for its unlimited support for this sector and me personally, and I hope that big companies in the Sultanate do likewise because Omani youth are the future of Oman and they deserve every support.”

When she talks about Oman you immediately see pride reflected in her eyes. She strongly believes that her country is a jewel and needs someone to refine it, polish it and present it to the world in its best form. This goal is what Muna Humaid Al Khusaibi has devoted her time and effort towards. Muna says that the relationship between Omani women and jewellery goes back to ancient times. Silver in Oman is as old as the history of the county, but needs to be presented in a contemporary way to be accepted by the young girls of today. Having this thought, Muna established Dar Al Washa Trading “Kidani” specialised in the design and crafting of Arabian jewellery and dresses. Dar Al Washa Trading ‹Kidani› produces exquisite silver jewelleries, including those plated with gold water, in addition to precious and semi- precious stones. Muna has her own perspective and her own creative designs, but any business needs more than just talent and creativeness to compete in the local and regional markets. Muna joined Zubair SEC two years ago, after which she further developed, with the Centre’s support, her business brand ‹Kidani›, and the packaging of the products to be up to the uniqueness of her designs. Today ‹Kidani› has successfully made its presence known not only in the Omani market but at the GCC level as well. In cooperation with the Centre, Muna prepared a business plan to push her brand forward in these markets. The management, financial and marketing planning assisted her in promoting her work and ensuring her brand stood head and shoulders above others in the market. Her passion and motivation qualified her to join the Direct Support Programme of Zubair SEC. The financial grant received from the Programme was used in producing the first collection of ‹Kidani› products ‹Karam› which was launched in a special ceremony in 2015 organised by the Centre. The new collection was well received in the market and attracted the attention of many interested in contemporary Omani jewellery in specific and the media in general. Commenting on her first collection Muna says, “The designs of the first collection were inspired by the night view of the Omani desert, where the moon is in the middle of the stars in the sky shaped like a necklace. This was the starting point and the future collections will also be derived from the Omani heritage.” Today, ‹Kidani› with the support of Zubair SEC is planning to launch the first retail outlet of Dar Al Washa Trading, which is the second successful step for Muna. Commenting on the dedicated retail outlet, Muna adds, “Launching the new outlet will be a really positive step for ‹Kidani› and I am confident of our success with the kind support and guidance of Zubair SEC. I aspire to see ‹Kidani› as one of the international brands in the future.” “Kidani is a harmonious merge between heritage and modernity; it is redefining the beauties of Omani authenticity in today’s words. I thank all who provided me with support to achieve my dream,” concludes Muna.

“It is a dream come true”. This is how Adel Suwaid Salim Al Abri describes the story of ‹Uniboats› – a new business venture specialised in water sports and marine tourism services in Muscat. Adel’s passion for the sea goes back to his childhood, but the idea of turning his passion into a business came to his mind only few years ago. “Water sports form a huge sector in other countries, and Oman is bestowed with abundant shores - a coast line of over 3,000 Km. Why don’t we invest in that?” These were some of the questions that came to Adel’s mind when contemplating his new venture. After a few years he established ‹Uniboats› which offers marine tourism, water sports, individual and group training, sales of specialised equipment, and organising sea cruises for companies and individuals. Adel believes that the marine tourism sector in Oman offers huge potential for growth; but he is equally convinced that running a business goes beyond the limits of pursuing a hobby. Business administration, cash-flow management and brand management were all skills that Adel lacked experience in. He decided to join Zubair SEC to get the needed advice, mentorship and skills needed to achieve his goals. Commenting on his association with Zubair SEC, Adel notes, “What attracted my attention is that I found what I exactly needed in Zubair SEC, especially the consultancy services and guidance with administrative and technical issues. I did not seek out financial support at the beginning; all I was in real need of was assistance and training to be successful in my new business venture. From the first visit to the Centre I knew that I was in the right place”. Adel was accepted as a member of Zubair SEC and quickly gained the necessary administrative, legal, financial and marketing skills to expand his business. He had strong determination to overcome challenges, and these were exactly the criteria the Centre was looking for. Adel adds, “I believe being selected for the Direct Support Programme was a direct result of my efforts during the first period of joining Zubair SEC. I did not miss any consultancy session or mentorship meeting. I used to continuously emphasise my belief in achieving my vision for ‹Uniboats› in the years to come”. Recalling his experience with the Centre Adel says, “Zubair SEC assisted me in preparing a clear strategy for business growth. They also enabled me to sign contracts with an international company specialised in marine equipment and my company is now its sole representative in Oman. Additionally, I tied up with a number of local and international companies to market ‹Uniboats›. Zubair SEC also supported me with building a comprehensive administrative and financial system, besides providing the required finance to develop the project through the Direct Support Programme grant, as well as other financing bodies.” Today, ‹Uniboats› is moving forward to further successes, and Adel is making big waves in the local tourism market.

Amer Khalfan Mohammed Al Rawahi is an example of an entrepreneur who started his journey towards achieving his dream one step at a time. Amer first started working in the tourism sector years ago as a waiter in a hotel, during which he came to know the needs of tourists. He learnt what they were interested in and what they are looking for while staying in Oman. He provided visitors with valuable advice regarding attractive tourism locations and visitors always commended his efforts and local knowledge. Amer invested his experience in his second job as a driver for one of the tourism companies. He had a better chance to enhance his skills by interacting closely with visitors of different nationalities. Later Amer applied for and successfully received his Tourist Guide License from the Ministry of Tourism. Shortly after, he was promoted due to his skills and talents. He became a favorite with tourists by providing them with in-depth information of the various attractions in Oman. After years of working as a tourist guide, Amer felt that he was ready to take the next step. He was interested in starting his own business – a company for organising local tours. Amer then applied to be a member of Zubair SEC to support his project ‹Arab Adventures›. Working closely with the specialists and mentors at Zubair SEC, he was able to build a comprehensive business plan for the first years of his project. He also developed a marketing plan to reach the main tourism export markets for Oman. With support from Zubair SEC, Amer was able to travel to Spain and communicate with a number of tourism companies there to study cooperation opportunities. He signed a number of contracts and also visited Italy and Poland. Amer is now benefiting from the ongoing advice and mentorship provided by Zubair SEC to develop his business. He recently purchased another vehicle to add to his fleet to ferry tourists around the Sultanate. He specializes in Safari trips to the Empty Quarter, which is attracting a growing number of visitors from around the world. Amer is a good example of a hard working entrepreneur. He has clear goals and works to achieve them step by step by enhancing his skills first, and then launching his projects after gaining support from trustworthy organisations. He comments, “I had a dream to have my own company and stop working for others. It was somehow difficult to achieve, but my determination enabled me to join Zubair SEC’s Direct Support Programme, which led to a great change in my journey towards achieving my dream. Today, I renew my commitment to working hard so that ‹Arab Adventures› becomes one of the prominent tourism companies in Oman and the region.”

The challenges we face in our lives often lead us on the path to success. Aisha Alawi Hafidh Ba’aboud is a mother of a child with disability. She sought specific specialised child care and rehabilitation services for her son, but was unable to find suitable providers locally. Determined to get the best possible treatment for her child, she regularly travelled abroad for extended periods of time in order to find the specialised treatment and rehabilitation services needed. Over the years, she found other Omani families who also faced the same challenge of not being able to get qualified local services for their children who were diagnosed with disabilities. Realising the lack of local specialised rehabilitation services for disabled children, Aisha developed a vision to establish a specialised centre that caters to the rehabilitation needs of people with disability in Oman, and pursued bringing that vision to reality immediately. That’s how the White Hands Centre for Assistive Technology & Rehabilitation was born; a social enterprise which addresses the needs of a very special segment in our community. Commenting on her experience Ba’aboud says, “No one can really understand the needs of people with disability unless they are living with them. Unfortunately, the services provided locally did not cover many of their real needs, and the families could not gain the required skills and training on how to best deal with their patients. Thus, I thought of establishing a specialised centre to provide these services.” Aisha did not have any experience in business, but her strong determination was enough to overcome the challenges and achieve success. Her visit to Zubair SEC was a major turning point for her, as her idea fits perfectly with the criteria of the Centre in integrating entrepreneurship with social impact; a principle based on establishing business projects catering to the needs of society and helping to achieve sustainability and growth. Aisha joined Zubair SEC and her project was soon selected for the Direct Support Programme. Through the Programme’s support Aisha was able to develop her Centre, which is the only one in Oman specialised in providing advanced comprehensive diagnosis and therapy services for people suffering from Irlen light sensitivity that affects %12 of the world’s population. The Centre also offers rehabilitation and care services for people with different disabilities, including autistic patients. White Hands Centre also provides comprehensive solutions with regard to rehabilitation and training, and provides aid equipment needed by families of people with disability. The Centre provides special training for the parents on how to deal with their children and take care of them in the best way possible. The White Hands Centre for Assistive Technology & Rehabilitation also provides consultancy on buildings specifications that cater to the special needs of people with disability. Aisha notes, “With the help of Zubair SEC I have put a business plan in place for the coming years, in addition to the needed marketing planning. I am looking forward to covering all the Willayas of Oman, as I know how families with disabled individuals suffer. I will try my best to provide them with help to overcome their own challenges.” White Hands Centre integrates social impact with the economic dimension through a framework that generates sustainability and scalability of impact. This is the criteria Zubair SEC is looking for and continuously encourages its members to follow; strongly believing that the true success of entrepreneurship is achieved when it serves the community.

Najlaa Al Shekaili’s project might not be a new idea, but her unique marketing strategy qualified her to be selected for Zubair SEC’s Direct Support Programme. Najlaa started her business by selling incense, perfume, garments, shoes and accessories at Wilayat Jalan Bani Bu Hasan. She was keen on establishing her own business, gaining experience and knowledge about the needs of the market after having worked in the retail sector for five years. Her new business ‹Raneem Jalan› faced numerous challenges, but Najlaa’s motivation to achieve success helped her in moving forward. After joining Zubair SEC, Najlaa was able to prioritise her goals, have a clear plan for growth within the Wilaya and the neighbouring areas, and build a contemporary brand named ‹Raneem Jalan›. She also put in place a strong marketing plan in order to reach a broader range of customers. The social impact of ‹Raneem Jalan› played a big part in the project being chosen for the Direct Support Programme. Najlaa’s business model promotes home produced products which are manufactured and then sold by more than 15 women from Wilayat Jalan Bani Bu Hasan. These women who make incense and perfumes, and sell garments, shoes and other products within the Wilaya, receive percentage of the revenue. By following this unique business model, Najlaa has been able to generate additional income for more than 15 housewives working as sales representatives within the local community. However, this strategy required additional effort with regards to the management, finance and logistical aspects; experience which Najlaa was struggling with before joining Zubair SEC. Following her membership, the Centre organised the management structure of Najlaa’s project and she was quickly able to meet the increasing demand after Zubair SEC supported her in creating and launching her new brand. With the support of the Centre, Najlaa also expanded her main branch and opened another branch which will be launched in the first quarter of 2016. Today, ‹Raneem Jalan› stands on a firm ground, allowing Najlaa to think for the future clearly. She notes, “At the beginning I was looking for modest success, but today I am looking at the future positively. I am planning to expand my business to a number of Wilayas around Oman and beyond. My ambition has no limits and I have learnt a lot from Zubair SEC with regard to strategic planning. I am looking forward to competing with the larger brands.” Najlaa is an example of an Omani woman who is able to prove her abilities in the entrepreneurship world. She is a role model for women who used to be reluctant to start their own businesses but are now more encouraged by her perseverance and excellent achievements. Najlaa adds, “Women ask me about business, and I always encourage them to start their own. Running my own business has helped me improve my life conditions and this pushes me forward to put more effort to reap further success.”

There are numerous imported and locally made skincare products in the market, however, what these products lack is the personal touch. This is the unique approach of ‹Velvet Touch›, the brainchild of Nasra Al Maamari. ‹Velvet Touch› provides quality skincare products like perfumes, creams, skin moisturisers, towels amongst others. The unique differentiator with ‹Velvet Touch› is that products are packaged and personalised based on the individual needs of the customer. Nasra sees this business as a big step forward into the field of entrepreneurship, and her new business clearly means a lot to her considering the amount of time and effort she spends into nourishing it. Nasra says, “The idea of Velvet Touch is unique and enjoys a high added value. Providing a personalised element in the product really helps in marketing and promoting it. I have spent a lot of effort on this project and I am looking forward to making it an authentic Omani brand with a strong presence in the global markets. I am determined to achieve my goal and will not stop until I fulfil my dream.” During the first few years of the project, Nasra faced challenges with the project, due to her limited experience in running a business. She then decided to approach Zubair SEC and managed to demonstrate passion and dedication that convinced the Centre’s advisors with her business model and plans, and got qualified for the Direct Support Programme. Nasra has a strong will and determination to achieve success; a commitment she demonstrated by implementing the guidance and advice provided by the advisors of Zubair SEC. With their support, Nasra has successfully developed her brand and has now a solid business plan in place with the possibility of expanding the business even further, adding more products, and looking for new markets. With the aim of improving competitiveness of her project, Zubair SEC helped Nasra establish collaboration with perfume manufacturers in France, and professional packaging companies in Dubai. Nasra adds, “Zubair SEC has put me on the right path with a comprehensive business plan, and a clearer vision of how my business will look in the future. I have also put together a feasibility study, to understand the projected expenses, volume of demand, and the expected profit. I am about to launch my first collection of ‹Velvet Touch› in the market, which is a real test for the business. At present I am working, with the guidance of Zubair SEC, on a perception study for the new product line which will be launched soon.” Nasra is an ideal example of a determined and motivated entrepreneur. She is looking forward to sell ‹Velvet Touch› products in the regional and international markets, and wishes to see her brand sit next to bigger brands in the near future.

Investing in education means investing in human resources. In addition to its economic value it is considered a noble pursuit from all angles, for when you decide to build generations, you are contributing to the progress of your country. This is how Kadhia Al Nabhani sees her role as an Omani woman with much determination to contribute to the development march of her beloved country. Kadhia started her journey in the business world by establishing a private pre-school in the Wilaya of Al Hamra in 2009 named ‹Jana’en Al Hamra Private School›. She believes building a prosperous future starts with the young ones who are at the very beginning of their educational journey. During a short period, the school quickly gained a good reputation in the Wilaya, which was reflected in the growing number of enrolments. However, this growth imposed pressure on Kadhia to maintain the good quality of educational services while coping with a rapidly growing school roll. “After only few years of operations, the number of young students increased and exceeded our capacity. I started facing challenges with regard to administration, finance and organisation. I decided to contact Zubair SEC to have an idea of their services and how I could benefit”, Kadhia explains. Kadhia’s project was an excellent one and it was selected to join the Direct Support Programme of Zubair SEC. Through the Programme, Kadhia gained further managerial skills and received a brand identity uplifting for the school to cater to its growth and advanced positioning as one of the best schools in the Wilaya. Zubair SEC also organised a trip for Khadhia to visit the Hashemite Kingdom of Jordan accompanied by one of the Centre’s advisors to get introduced to some of the best schooling and educational practices in the country. The visit covered a number of leading educational institutions to gain insights into their teaching methods and educational strategies based on international standards. One of the most insightful experiences she had was learning about ways to deal with children with disability and learning difficulties. She also learnt how to integrate them with other kids by building a supportive and healthy environment where other students accept their special classmates. Through the financial grant provided by the Direct Support Programme, Kadhia increased the number of classes at the school and increased teaching aids and resources. The total number of classes at ‹Jana’en Al Hamra Private School› has now reached 12 classrooms, with a total of more than 230 students, making it the biggest school in the Wilaya. When you talk with Kadhia you will quickly sense how proud she is of her achievement; she is confident and believes that she carries a big responsibility of building a generation able to move forward and contribute greatly to the progress of Oman. Sharing her thoughts, Kadhia notes, “I have really benefited a lot from Zubair SEC. Now I feel that I can achieve more in my project, as I wish to expand the school and add elementary classes, as well as open other branches of the school in the Sultanate. This will provide the opportunity for kids around Oman to acquire education in a better learning environment.”

She was only a little child when she used to sit and watch her father Ahmed Rahmih Al Bulushi working with silver, handcrafting khanjars (daggers), swords, and other traditional Omani silver works. Despite her young age at the time, she was aware that her father has a talent for distinguished handcrafting which many do not possess. Since childhood she saw many people visit her home town of Al Khaboura from different Wilayas; people who sought out her father’s fine work as his reputation for distinguished workmanship and eye for detail spread far. Over the years that followed, Mahfoudha gradually learnt her father’s craft and gained enough confidence to work on some pieces of her very own. Her father always believed that she would excel and would one day become the first Omani women working in this specialised craft. He did not know that his daughter would go on to achieve a status far exceeding his expectations. Today, Mahfoudha is one of Oman’s most renowned silversmiths. She started her venture form her home and Omanis quickly heard about her new business. Word of mouth referrals quickly grew her business and before she knew it she was making new VIP clients in the UAE and Bahrain for exquisite silver accessories and customised khanjars. The biggest challenge facing Mahfoudha was one of time, as making one khanjar can take months, impacting the turnaround time, and the expensive resources needed to keep the business running profitably. To solve that problem Mahfoudha established one of the first khanjar production lines in Oman, where she trained a number of Omani youth in the art of silver crafting. Each team member works on a component of the khanjar like the handle, blade, sheath, and belt which are later assembled into the final iconic piece of Omani heritage. No one thought that Mahfoudha needed any help with her business, but she had a different point of view. She had mastered her silver craft, but there are many other details when operating any business and Mahfoudha needed the required knowledge and advice. In an attempt to expand her project by opening a silver craft centre in Al Khaboura Souq she faced a number of challenges in terms of business management and marketing. She used to wait for customers to come to her, but today she endeavours to reach customers on a wider geographical area, and has since doubled the volume of her products, which requires a set of different game rules. “I received advice from one of my friends to visit Zubair SEC and learn how to receive the consultancy and mentorship needed to achieve greater success with my business. The high social impact of my business attracted the attention of Zubair SEC’s experts and qualified me to join the Direct Support Programme”, says Mahfoudha. After discussions with the Centre, Mahfoudha decided to utilise the financial grant of the Programme in developing her outlet with a new design; one that reflects the authentic heritage of Oman. She has also since expanded her workshop. Moreover, Zubair SEC has created the brand and corporate identity for Dar Al Khaboura that reflects the authenticity of the business through attractive lines and colours. Today, Dar Al Khaboura is a brand of choice when it comes to silver craft in the Sultanate, frequented by Omanis and residents of the Gulf for elegant and traditional silver pieces. Dar Al Khaboura has won the loyalty of customers inside and outside Oman, and today, Mahfoudha Al Bulushi is truly an Omani global ambassador in the tradition of Omani silver crafts.

Wafa, Shatha, Ahed and Waed Al Jabri are four Omani sisters who decided to launch a business in providing exquisitely hand-crafted date-based sweets innovatively presented and celebrated with traditional flavours. So began ‘Meshan’, a smart new enterprise which is taking the art and science of making sweets to an entirely new level, using only Omani dates. In spite of their academic achievements and secure jobs at the time, the four sisters shared a burning desire to join the growing number of young Omanis who are charting their own path to success by starting and managing their own business. As you talk to them, you quickly spot their determination and drive to challenge the impossible. The sisters desire to start their own enterprise was only the beginning. The idea existed, but only on paper, and they lacked the practical experience of how to start and manage their new business. So they started at the very beginning, with Wafaa and Shatha joining a training course in preparing sweets and chocolate. Furthering their skills at home, they increasingly started to experiment with greater volumes and different types of date-based sweets, using their own creativity to come up with new variations and flavours, giving each batch a distinctive packaging. However, for ‘Meshan’, the challenges of running a business emerged early, including limited administrative and marketing experience, slow production abilities, as well as a lack of sufficient capital in order to be able to quickly grow their business and hire additional staff. During this time, the sisters heard about Zubair SEC and the services offered for aspiring young entrepreneurs. They knew this was just what they needed. Commenting on their experience with Zubair SEC, Wafaa recalls, “We felt that we had reached the right place. The objectives of the Centre were clear and the team understood our needs accurately. During the following months, the Centre offered ‘Meshan’ much needed technical and advisory support and guidance, as well as the financial support that helped a lot.” After the four sisters were selected to join Zubair SEC Direct Support Programme, they placed themselves on the path to success, equipping themselves with the skills every entrepreneur needs in order to achieve their goals and objectives. They understood better their points of strengths to capitalize on and the weaknesses they need to overcome and grow from. However, for ‘Meshan’, the challenges of running a business emerged early, including limited administrative and marketing experience, slow production abilities, as well as a lack of sufficient capital in order to be able to quickly grow their business and hire additional staff. During this time, the sisters heard about Zubair SEC and the services offered for aspiring young entrepreneurs. They knew this was just what they needed. Commenting on their experience with Zubair SEC, Wafaa recalls, “We felt that we had reached the right place. The objectives of the Centre were clear and the team understood our needs accurately. During the following months, the Centre offered ‘Meshan’ much needed technical and advisory support and guidance, as well as the financial support that helped a lot.” After the four sisters were selected to join Zubair SEC Direct Support Programme, they placed themselves on the path to success, equipping themselves with the skills every entrepreneur needs in order to achieve their goals and objectives. They understood better their points of strengths to capitalize on and the weaknesses they need to overcome and grow from.

Born with talent and individuality in her genes, Nadia Al Shamsi grew up with a passion for arts. Despite majoring in business management where she earned her bachelor degree at Sultan Qaboos University, Nadia has always been passionate about arts and design. In 2009 she decided to venture into the arts world fulltime, proving that she has the talent and a willingness to grow and learn. Nadia started with designing accessories, then shifted to authentic jewellery following a course she completed in silversmithing. Her tender taste allowed her to discover the treasure of beauty in traditional silver jewelleries. However, she realised that this old design might not appeal to modern girls. Like any other small business, she started at home. Her first brand name followed the typical Omani style, using her own name as the company’s name: Nadia Al Shamsi Enterprise. She was encouraged to persue her dream by her family and friends, and inspired by His Majesty’s call to the public and private sector organisations to support SMEs. Nadia has a unique taste for the beauty of Omani culture and heritage, realising that it is a rich resource that can never get drained. Her love and pride of the rich cultural heritage was the source of her inspiration, and she was slowly moving towards it. Her home- based business did not grow much though, despite being named “the best home-based business by an Omani woman”, an award that was presented to Nadia by the Al-Roya Al-Iktisadiya Newspaper. Her business did not leave home and her costumer base was limited to relatives and friends. Even the brand name, Nadia Al Shamsi Enterprises, was lost in the crowd of similar names leading her to take the extra step and contact Zubair SEC. The team of consultants at Zubair SEC quickly saw the great potential that Nadia’s business would have if she complemented her talent and creativity with the business management skills and marketing needed to make her business a real success. The first step towards this transformation was her brand name. Zubair SEC advised Nadia that the brand name should be unique, and that this project needs a brand name that reflects the nature of the business and presents it in the most relevant way, while distinguishing it from the rest in the market. Hence, ‘Mazayen’ was created to showcase the beauty of the products and to reflect the originality and the rich heritage by which Nadia is inspired by. Her business has since leaped from strength to strength, while receiving close and ongoing support from the team at Zubair SEC. Nadia has also evolved her technical skills, and was supported by the Centre to complete a diploma course in the United Kingdom, with a focus on jewellery design. In fact, she came back with a special diploma in design with a distinctive grade. She says: “As a result of my devotion and commitment, I earned membership in the Direct Support Programme of the Centre for 2014 and that has turned to be of great value to me and my business ever since. ‘Mazayen’ today is an independent brand that proudly and with all confidence achieves continued success. I participated in the ‘Wonders of the Orient’ exhibition in Sharjah, United Arab Emirates, and it was a great success. I also showcased my products at the ‘Creative Jewellery’ exhibition in London, United Kingdom, and received very positive feedback.” Nadia today has a rapidly growing customer base, and she also runs training courses to teach others the principles of jewellery design. Nadia has passed the tough stage and is now emerging towards greater success while proudly engraving her name in the list of successful and aspiring Omani women entrepreneurs.

When you sit with her for the first time, you feel you are in the presence of a distinguished person. Jokha Nasser Al Husaini is an optimistic young woman, an entrepreneur with a special character, and a high-achiever who intends to work as hard as possible to achieve her goals. She is not shy to disclose her future ambition to hold highest designations at the Ministry of Transport and Communications or the Muscat Municipality. Jokha has named her company ‘Shumoukh’ meaning heights, pride and grandness in Arabic, and she is one of those individuals who feels a true sense of satisfaction at every milestone that she achieves. Jokha is confident that she has a lot to offer to her country, especially after she started achieving remarkable results in her business within a relatively short period of time, and benefiting from her membership at Zubair SEC. With a Bachelor degree of Science in Built Environment (Quantity Surveying), she started her career even before completing her higher education. She moved into the world of engineering to work in an engineering consulting company, overseeing road construction projects in the Sultanate. It was not until October 2011 that her interest in engineering truly became a passion, and she decided to launch her very own company ‘Shumoukh’ Engineering Consulting’ where she specialised in the field of quantity surveying and contract management, later adding multiple services in collaboration with a number of local and international companies. After Jokha joined Zubair SEC, she quickly grew her ability to refine her administrative, financial and marketing skills to make her business a success. A series of specialised local and international workshops held by the Centre helped her in the development of the marketing mechanisms and ways to continually develop the corporate identity. She also sharpened her communication skills, developed presentation skills and learnt ways to prepare and present commercial proposals. Al Husaini’s business was also selected for the Direct Support Programme of the Centre, which had a significant impact on its rapid expansion, building a solid foundation for future growth opportunities. One of the major benefits for ‘Shumoukh’ as a member company of Zubair SEC was the Centre’s ability to play an advisory role in the field of strategic management and evaluation of opportunities assisting in accelerating her growth potential. What helped Jokha in her growth aspirations was her deep knowledge of the competition in the local market. This enabled Jokha to quickly build capacity within the business, adding 9 new employees, 5 of whom are Omanis. While Jokha is the only Omani female who owns and manages an entire Omani company in the field, she is also the only Omani woman contracted as a consultant and engineering specialist by the Ministry of Justice. In the past year, ‘Shumoukh’ was successful in winning 30% of the projects and tenders applied for. The company has also signed a number of contracts of cooperation with global specialised companies in the engineering field. While talking about the future, Jokha remains confident and knows no limitations to her ambition. She is aware of what she has accomplished and is mindful of the challenges ahead. Jokha says, “The reputation of my company and the quality of our services is my unique selling proposition. Therefore, I am continuously working around the clock on enhancing my service portfolio while maintaining high quality. My ambition is to develop the field of engineering consultancy in the Sultanate, and hopefully venture into the neighbouring countries.”

Adi Khamis Al Dahmani from Al Rustaq did not originally consider entering the business world. He has very deep artistic abilities with an affinity towards beautiful artworks and environments, but he always considered these talents more of a hobby than a path to business success.

2009 proved to be a turning point in Dahmani’s life; one which came about almost by chance. After showing friends and family through his newly self-decorated home, he received a large number of positive comments and requests from others to transform their houses in a similar manner. After a thoughtful period, Adi decided to invest in his talents and turn them into a sustainable business, one that would over time grow to become his primary source of income, as well as a source of immense pride for him. Having made his decision, Adi requested an early retirement from his daytime job in order to fully focus on the setup and launch of his new business, one that would specialise in residential and commercial interior decorations that he named ‘Areej Al Hemly Decoration’.

As in the case of any new business start-up, success is not guaranteed merely by possessing talent, as planning, sound business knowledge and perseverance are required in order to truly succeed. In fact there are a multitudeoffactorsthatmakeanenterprisesuccessful, with wise management, smart marketing, as well as being able to accept and learn from knock-backs and disappointments in order to move ahead. Adi quickly learned these valuable skills after gaining membership with Zubair SEC in mid-2013.

Before joining Zubair SEC, Adi’s new business suffered from stiff competition within the Sultanate, with factors like brand recognition, sound pricing strategy, and a limited customer base. Therefore, his immediate priorities turned to developing a unique brand identity and putting in place a professional marketing programme in order to differentiate his business in the crowded market. In addition, professional project management could draw the line between success and failure and Adi was very well aware of the magnitude of details needed to manage his projects professionally. But, this was all before he joined the Centre, and now the outlook is bright for ‘Areej Al Hemly Decoration’. Adi as an aspiring Omani entrepreneur was selected to join the Zubair SEC Direct Support Programme, where he has gained the necessary support and consultancy to grow his new business, placing it on the best footing for the years ahead.

Zubair SEC provided Adi the necessary support to establish a fully furnished office to manage his project. The management skills he gained also played a key role in reducing fixed costs by 15%, which reflected positively in the capability of the project to move forward.