Raneem Jalan | 2015
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.”