The MENA Startup Show

In this episode, Nadim Alameddine, CEO & founder of Wafeq, shares his journey from bootstrapping his first startup to building a SaaS company that simplifies accounting and financial management for businesses in MENA.Nadim discusses the lessons he learned from scaling multiple products, why localization is a key differentiator in the region, and how Wafeq navigates the complex landscape of regulations and compliance. He also dives into the challenges of pricing SaaS in MENA, his approach to fundraising, and how AI is reshaping financial software.Key takeaways:- Bootstrapping forces founders to be resourceful and prioritize sustainable growth.- Having a technical co-founder—or learning to code—can be a game-changer in early-stage startups.- Localization is a critical competitive advantage in MENA’s SaaS market.- Navigating regulatory complexity is a major challenge for fintech and accounting software.- SaaS pricing should evolve with product maturity and competitive positioning.- Fundraising in MENA requires patience, persistence, and the right investor match.- AI is transforming software development, but its role in accounting SaaS is still evolving.Chapters:00:00 Nadim Alameddine, CEO & founder of Wafeq00:50 Bootstrapping Pricena with Two Technical co-founders 05:12 Starting Wafeq By Becoming Technical 09:20 The Accounting Software Landscape in MENA12:11 Finding Product-Market Fit, Product Dynamics 17:16 Wafeq's Size, Growth, and Challenges 21:57 Figuring Out SaaS Pricing24:50 Hiring & Decision Making29:05 Key SaaS Growth Metrics 31:48 Fundraising in MENA35:05 How is AI Changing SaaS? Accounting?

In this episode, Akeed Azmi, co-founder of Cercli, shares his journey from working at industry giants like Careem and Kitopi to launching his own venture focused on solving payroll and global team management issues for MENA businesses. Akeed discusses the problem he identified twice—first at Careem and then again at Kitopi—and how it led to the creation of Cercli. His experience navigating the challenges of payroll management in a fast-growing market shaped his determination to build a solution that automates back-office work, reducing errors and ensuring compliance. He also reveals the key insights that have driven Cercli’s rapid growth, including the importance of a customer-first mindset and leveraging strong networks to secure early customers and investors. Akeed explains how Cercli replaces legacy systems and delivers a streamlined, localized platform for MENA businesses with teams worldwide. Key takeaways: - Repeated exposure to the same problem in different companies led to the creation of a valuable solution. - Early-stage startups should focus on customer pain points and build solutions based on real-world feedback. - Building a strong network of relationships helps unlock opportunities for growth and partnerships. - Trust is crucial when handling sensitive data, especially in industries like payroll and HR. - Product development should be fast and focused on solving immediate customer needs without over-engineering. Chapters: 00:00 Akeed Azmi, co-founder of Cercli 02:30 Identifying the Payroll Problem at Careem and Kitopi 03:15 Meeting Co-Founder, MVP, Customer Discovery 11:38 Challenges in the Early Stages of Building Cercli 14:55 Reflecting on Past Experiences 19:03 A Social Founder, Networking, and Securing Investment 26:06 Navigating a Raise and Application to YC 36:01 Shipping Fast and Always Delivering 37:39 Customer Obsession and Product Differentiation 40:35 Future Growth for Cercli and MENA Focus 46:07 Biggest Scaling Challenges 49:36 Future Hiring Plans for Cercli

In this episode, Walid Dib, entrepreneur and founder of Better, takes us through his unconventional journey from the world of insurance to building innovative solutions in the personal wellness space. After pivoting, he now focuses on tackling sensitive issues that men face, such as hair loss and sexual wellness. Walid shares his unique approach to building a brand that addresses the mental and physical health of men, focusing on solutions that go beyond the typical market offerings. He emphasizes the importance of building in public, being transparent with customers, and creating products that truly solve problems, not just fill gaps. Walid also talks about his experience raising funds for Better, lessons learned from his previous ventures, and the challenges of building a business in a regulated industry. Key takeaways: - Building a business with transparency and in public creates valuable feedback loops and helps attract early support. - Co-founders play a crucial role in success, and finding the right partner is essential to a startup’s journey. - Addressing sensitive issues with empathy and understanding can lead to greater customer trust and loyalty. - Pivoting in the face of failure is an opportunity to learn and adapt to market needs. - Focus on customer needs and take the time to find product-market fit before scaling. Chapters: 00:00 Walid Dib’s Journey: From Insurance to Entrepreneurship 01:40 Identifying Problems, Working With Co-founders, Building in Public 05:54 Learning From Earlier Exits & Pivots 10:32 Working on Insurance at Addenda 22:41 Moving on From Addenda 28:14 Experimenting with a Micro SaaS Idea 30:35 Looking at the HIms model in the U.S. 36:32 Navigating the Regulatory Environment 42:47 Head of Growth, Co-founder 46:36 Advice Walid Would Give His Past Self 47:53 Forbes 30 Under 30 53:56 Next Steps For Better 59:48 Launching in the UAE

Khaled Talhouni, Managing Partner at Nuwa Capital, shares invaluable insights into how VCs assess founders and startups, particularly in the early stages. In part 3 of this 3-part series, Khaled reflects on lessons learned from his portfolio companies and 15+ years in VC, and explores the evolution of venture capital in MENA. He shares his vision for Nuwa Capital’s future, emphasizing the role of trust, transparency, and sourcing innovative startups to shape the region’s entrepreneurial ecosystem. Related Episodes: How MENA VCs Evaluate Founders – Insights from Khaled Talhouni – E6 pt. 1: https://youtu.be/_LW4aiggEuw Part 2, How to Raise Your First Round: https://youtu.be/h8OJ69nYpLA Key takeaways: - Collaboration among VCs is reshaping the funding landscape, emphasizing partnerships over competition. - Trust and transparency between founders and investors are critical for long-term success. - The MENA region’s venture capital ecosystem is maturing, offering more opportunities for startups. - Khaled highlights the importance of aligning investment strategies with the unique needs of each founder. - Effective portfolio management requires balancing founder autonomy with strategic guidance from investors. Chapters: 00:00 Khaled Talhouni, Managing Partner at Nuwa Capital (Part 3) 00:09 Who is your favorite founder or startup in your portfolio? 02:51 Who are your favorite VCs? 04:12 Is there a Jordanian VC mafia in MENA? 07:44 Do you have deals you regret not doing? 09:45 What are things that VCs do that aren't helpful for entrepreneurs? 11:10 Gut feeling or data? 12:45 Red flags in founders? 13:41 Good Founder/VC relationships 15:52 Nature of conflicts 17:24 How have VCs evolved over the last decade? 19:05 What are your next steps with Nuwa Links: What makes for a great founder? – https://www.nuwacapital.io/insights/what-makes-for-a-great-founder Nuwa Capital Portfolio – https://www.nuwacapital.io/portfolio

Khaled Talhouni, Managing Partner at Nuwa Capital, shares invaluable insights into how VCs assess founders and startups, particularly in the early stages. In part 2 of this 3-part series, Khaled discusses how and when to approach VCs, how to create FOMO, and the essential elements for a standout pitch. Related Episodes: How MENA VCs Evaluate Founders – Insights from Khaled Talhouni – E6 pt. 1: https://youtu.be/_LW4aiggEuw Part 3, Lessons and insights in the VC space: Coming Soon! Key takeaways: - Founders should focus on understanding the problem, product roadmap, and market potential before approaching VCs. - It's important to match your fundraising approach to the stage and focus of the VC. - A warm intro from someone in the ecosystem, ideally a founder you’ve worked with, is the best way to get VCs' attention. - If rejected, founders should send periodic updates and keep VCs in the loop on progress. - To create FOMO, a strong product, right timing, and the right sector must align naturally. - Raising capital should focus on what’s needed at the stage rather than over-optimizing for valuation. - Having a clear and concise pitch deck that hits all key points is essential for early-stage fundraising. - Demonstrating real traction or industry expertise often outweighs the deck’s aesthetics. - Founders should avoid over-raising and focus on only the amount needed for the next milestone. - Investors expect founders to be aligned with the goal of building businesses that are both impactful and profitable. Chapters: 00:00 Khaled Talhouni, Managing Partner at Nuwa Capital (Part 2) 00:23 How do I know I'm ready to raise as a first time founder? 01:42 When is the right time to apply for VC? 02:55 Best advice for founders ready to apply? 04:57 Do VCs ever chase founders? Is there FOMO? 06:18 How long does it take to raise early stage VC? 08:42 What makes a great pitch deck? 12:40 Common founder mistakes when raising VC? 15:50 What should founders understand about term sheets? 17:38 "Investing isn't Altruism" – Founder misconceptions Links: What makes for a great founder? – https://www.nuwacapital.io/insights/what-makes-for-a-great-founder Nuwa Capital Portfolio – https://www.nuwacapital.io/portfolio

Khaled Talhouni, Managing Partner at Nuwa Capital, shares invaluable insights into how VCs assess founders and startups, particularly in the early stages. In part 1 of this 3-part series, Khaled breaks down the key traits he looks for in founders and teams, the importance of clarity of vision, and how to adapt to feedback and pivot when necessary. Related Episodes: Part 2, How to successfully raise your first / early stage round from a VC: https://youtu.be/h8OJ69nYpLA Part 3, Lessons and insights in the VC space: Coming Soon! Key takeaways: - Early-stage investments focus heavily on the founding team’s vision and adaptability. - First-time founders must demonstrate strong problem-solving and leadership abilities, even without prior data. - Second-time founders or those with startup experience tend to attract more favorable investment attention. - Networking and founder recommendations are crucial for sourcing high-quality deals. - Due diligence involves filtering out unsuitable deals quickly, then diving deeper with potential opportunities. - Nuwa’s focus is on early-stage companies in MENA, with a preference for GCC, Egypt, and Turkey. - A strong team, a clear problem to solve, and market potential are key indicators of fit. - In MENA, proven business models dominate, but there’s still room for emerging opportunities with huge potential. - Red flags include founder conflicts, unrealistic expectations, and an inability to attract talent. - Founders must be fully committed to their vision. Chapters: 00:00 Khaled Talhouni, Managing Partner at Nuwa Capital (Part 1) 00:31 How do you assess founders and startups? 03:10 How much data do you have to make decisions about first time founders? 04:30 Do you prefer funding second time founders? 05:47 How do you source deals? 07:23 Do you have a big scout network? 09:08 Due diligence and pipeline management 12:33 What's Nuwa's investment mandate 13:46 What are early signs that indicate a great fit? 14:30 Preventing misses on under the radar companies with massive potential 16:42 What are the red flags during the vetting process? 18:11 What do expect from founders in terms of focus? Links: What makes for a great founder? – https://www.nuwacapital.io/insights/what-makes-for-a-great-founder Nuwa Capital Portfolio – https://www.nuwacapital.io/portfolio

Nader Amiri, an entrepreneur and angel investor, shares his journey from brand management roles at Kraft Foods and Coca-Cola to founding El Grocer and now leading Homegrown, a venture focused on accelerating the FMCG and CPG ecosystem in the MENA region. Nader reflects on the challenges and rewards of his entrepreneurial path, particularly the hurdles faced while scaling El Grocer and navigating the impact of COVID-19. He also shares valuable lessons learned from his first startup, including the importance of timing, building a strong team, and the power of strategic partnerships. As he discusses his latest venture, Homegrown, Nader reveals his vision to spark innovation in the region’s consumer products sector, emphasizing the need for resilience and community-driven growth. Samer and Nader explore the dynamics of building and exiting a business, making calculated risks, and fostering a culture of continuous improvement. Key takeaways: - Timing and execution are critical in startup success, especially during challenging periods like COVID-19. - Building strong partnerships and focusing on team dynamics are key to overcoming early-stage hurdles. - The FMCG and CPG space in the MENA region presents immense opportunities for innovative solutions. - A successful exit requires balancing emotional investment with strategic decision-making. - Founders should embrace speed, risk-taking, and learning from both successes and failures. Chapters: 00:00 Nader Amiri, From Corporate to Angel Investing 00:52 The Birth of elGrocer 02:06 Starting in Corporate 03:56 Entering the CPG World 06:44 Building the Team and MVP 08:55 Launching and Scaling elGrocer 12:29 Marketing Strategies and Growth 15:43 Going All In: Leaving Corporate 18:25 Crowdfunding Success 35:21 Personal Insights and Background 44:42 Navigating Uncertainty in Business 44:59 Operational Challenges and Solutions 45:39 Impact of Global Events on Business Deals 46:19 Adapting to Market Changes 48:06 Strategic Decisions and Competitor Analysis 49:47 Exploring Acquisition and Investment Opportunities 58:24 Lessons from Competitors and Market Timing 01:09:50 Founding Homegrown and Future Plans 01:18:31 Building the FMCG Ecosystem 01:32:16 Conclusion and Open Invitation

Iraklis Alexopoulos, a former bartender turned successful CTO and entrepreneur, shares his unconventional journey from mixing drinks to building and exiting a tech streaming platform. Iraklis reflects on the lessons learned from navigating imposter syndrome, building meaningful products, and finding fulfillment in unconventional career paths. He also introduces his latest venture, Peggy.us, an AI-powered platform that streamlines the creation of ad and social media creatives, enabling businesses to generate compelling content quickly and efficiently. Together with Samer, they explore the challenges of starting a venture in the MENA region, the importance of focusing on niche audiences, and the power of leveraging empathy and team collaboration to create impactful solutions. Key takeaways: - Startups are built on honesty, focus, and meaningful iteration. - Understanding your audience and solving specific problems leads to sustainable success. - Empathy in leadership and communication is crucial for building impactful products. - The MENA region offers immense opportunities but requires resilience and creativity. - Success often lies in breaking complex tasks into achievable milestones. Chapters: 00:00 Iraklis Alexopoulos, Entrepreneur and CTO 01:20 Early Life and Career Beginnings 02:40 From Bartending to Tech 04:15 Navigating Imposter Syndrome 07:00 The Spark for His First Startup 10:20 Improving Communication & Staying Curious 14:05 What Would You Advise for Engineers? 19:45 Tailoring Your Company to Your Life 25:30 Challenges in Scaling and Iterating 30:10 Time Management & Managing Rejection 35:55 Attacking Difficulty, Validation Methods 42:40 Team Collaboration at Balloon 46:07 Designing for User-Focused Products 49:21 Empowering Developers to Innovate 52:31 Mastering Remote Work and Communication 56:14 Lessons on Building Scalable Businesses 01:04:11 Peggy.us, Iraklis' latest business 01:09:33 Leveraging Pre-Built Tools for Efficiency 01:13:00 Exploring Peggy.us MVP 01:24:15 Advice for Entrepreneurs in the MENA Region

Rami Tabbara, Co-CEO and Co-Founder of Stake, discusses his challenging start in the real estate industry to building the most advanced real estate investment platform in the world. Rami shares the lessons learned from early career risks, the importance of focus and perseverance, and the strategies that have driven Stake's growth and success. Samer and Rami discuss navigating regulatory landscapes, scaling operations in Dubai and Saudi Arabia, and the critical importance of user experience and team culture. They look at the broader MENA entrepreneurial ecosystem and highlight the opportunities and challenges faced by startups in the region. Key takeaways: - Risk-taking is essential for entrepreneurial growth. - Stake offers world-class experience for investing in UAE and Saudi - Accessibility and transparency are key in real estate investment. - Life is too short to stay in an unfulfilling job. Hire people to intentionally craft culture. - Focus on being the best in one area rather than diversifying too much. - The MENA region is experiencing a golden age for startups. Chapters: 00:00 Rami Tabbara, Co-CEO and Co-Founder of Stake 01:52 Early Life and Career Beginnings 02:51 University and Early Work Experience 03:59 Transition to Dubai and Real Estate 04:59 Joining and Growing The First Group 07:11 Experience with DAMAC 09:06 The Birth of Stake 14:27 Building Stake During COVID 24:22 Taking the Leap and Early Challenges 30:30 Meeting Ricardo and Building the Initial Team 31:48 Advice on Hiring and Company Culture 35:09 The Concept of Co-CEOs 35:47 Importance of Technology in Startups 41:39 Launching the Marketplace 44:37 Partnerships and Market Strategy 47:11 Scaling and Team Growth 1:00:03 Singular Focus on Saudi Arabia Real Estate 1:03:55 Tough Decisions and Lessons Learned 1:07:50 Hiring the Right People 1:12:17 Scaling and User Experience 1:15:15 Marketing and Growth Strategies 1:17:12 Focus on Real Estate 1:18:40 The MENA Ecosystem 1:30:43 Inspirational Founders in the Region

A chat with Ahmed Al Rawi, the founder and CEO of Calo, to discuss how he built the leading meal subscription service in MENA in just three years. Ahmed shares his journey, from dropping out of college to building multiple startups, and how he eventually found his calling with Calo. We discuss the challenges he faced, the lessons he learned, and his vision for the future of Calo. Key takeaways: - Ahmed's journey from a young tech enthusiast to a successful entrepreneur - How Calo was launched with just a $2,000 MVP budget - The power of invitation-only launches and viral growth in Saudi Arabia - Calo's customer-centric approach and obsession with service - The importance of culture and values in building a successful startup - Ahmed's vision for Calo's future, including global expansion Chapters: 00:00 Introduction to Calo's Success 00:42 Ahmed's Background and Philosophy 02:48 Early Ventures and Entrepreneurial Journey 05:06 First Business and Startup Learnings 12:07 Challenges and Realizations 17:51 Exploring New Ideas and Validating Concepts 20:10 The Birth of Calo 40:56 Proving the Business Model 41:23 The Last Bet and Cracking the Model 42:25 Launching the Food Tech Idea 43:22 Early Challenges and First Customers 44:09 Building the Team and Experimenting 45:39 Invitation-Only Launch Strategy 47:04 First Day Success and Social Media Buzz 50:47 Investor Relations and Fundraising 56:47 Age and Leadership 01:04:21 Hiring and Company Culture 01:16:56 Customer Obsession and Exceptional Service 01:23:25 Exploring LinkedIn as a Customer Acquisition Channel 01:25:25 The Saudi Launch: A Case Study in Rapid Expansion 01:28:37 Overcoming Challenges and Betting on Saudi 01:34:13 The Power of Scarcity and Viral Marketing 01:37:42 Expanding to New Markets and Dominating the Competition 01:43:20 The Drive Behind Success and Personal Motivation 01:53:58 Future Plans and Advice for Aspiring Entrepreneurs