Selected Work

The problem was always the same. The number was always there.

Every business I've worked with had the data. The challenge was never the absence of information — it was the absence of the lens to read it correctly. Fifty-plus engagements later, the pattern holds.

01

F&B Business

Sector Food & Beverage
Region Jordan
Type Use Case

The problem

A restaurant business that could not see its own numbers clearly enough to make its next move. The data was there. The picture was not.

What happened

Extracted and unified data from the ERP and financial systems. Built a consolidated P&L for each business unit. Established a governance model so the team could run these reports independently.

What changed

The business could see itself clearly for the first time. Decision-making moved from instinct to evidence.
02

Home Products Brand

Sector Home & Lifestyle
Region Jordan & Egypt
Type Use Case

The problem

A home products brand with real traction but a pricing structure that was not capturing the value they were delivering. Customers were buying. Margins were thinner than they needed to be.

What happened

Full 5-phase strategy engagement - external and internal analysis, segment profitability review, pricing framework redesign, revenue forecasting model.

What changed

A pricing architecture that reflected what customers were actually willing to pay - and a forecasting tool the team can run quarterly.
03

Egypt & Jordan - 50+ Businesses

Sector ICT, Retail, Investment-Readiness
Region Egypt & Jordan
Programme International Donor Programmes

The problem

Across international donor-funded programmes in Egypt and Jordan, 50+ businesses at different stages needed to get to a strategy they could actually execute. Most had never had one.

What happened

Strategy development and capacity building across ICT startups, retail businesses, and investment-readiness candidates. Each engagement followed the 5-phase methodology adapted to each business maturity.

What changed

Businesses that had been making gut-driven decisions left with documented strategies, financial models, and a framework for making the next decision correctly.
04

Established Business - Three Paths Forward

Sector B2B Services
Region Oman
Type Selected Work

The problem

An established business that had plateaued. The question was not what to do next - it was which of the three paths in front of them was the right one.

What changed

Clarity on the right path - with the financial model to defend the decision to stakeholders.

Why the volume matters

50+ engagements. Five countries. ICT to luxury retail. Startups to donor-funded programmes.

The pattern that emerges from that volume is different from what a single case study teaches. You start to see the structural mistakes - the pricing that is two years behind the market, the product mix that is subsidising the wrong SKUs, the strategy that is technically correct but impossible to execute with the current team.

You see them because you have seen them before - in a different sector, in a different country, producing the same outcome.

That pattern is what I bring to every new engagement.

Next step

Find out where your margin is hiding.

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