Key Takeaways

• While starting a business in the UAE and MENA region has become easier, scaling one remains challenging.
• Success principles are the same worldwide, but entrepreneurs must adjust them to fit different economic, cultural, and competitive settings.
• Programs like Investopia allow entrepreneurs to connect with global partners to scale more quickly.

The global market is full of opportunities, but only those who act and adapt to their market’s unique challenges will succeed. 

How easily can new players enter the MENA region?  Recent policy changes designed to reduce business setup costs and encourage foreign investment in on-shore companies have sparked a surge in startups and SMEs across the UAE and the region. However, while starting a business has become easier, scaling remains a significant challenge. 

Scaling is not just about increasing revenue—it is about establishing sustainable and efficient operations that improve the experience for new customers. According to McKinsey, only 22% of new businesses globally successfully scale, and the MENA region is no exception. 

Below, we cover five actionable steps businesses in MENA can take to scale effectively.

• Localise for Market Relevance

Scaling a business in MENA requires more than replicating strategies from other regions. Each market in MENA has unique cultural and economic nuances, and companies must tailor their strategies to resonate with local audiences.

For example, Dubai has positioned itself as a global tech hub by staying true to regional preferences while embracing global standards. E-commerce businesses, such as Noon or Careem, have succeeded by offering Arabic-language support, region-specific payment options, and locally relevant marketing campaigns.

Actionable advice: Conduct market research to understand cultural behaviours, language preferences, and consumer trends in your target market, then adapt your products and messaging to align with these insights.

• Prepare for Scalability

Efficient systems and processes are at the core of scaling. Automation and scalable technology platforms enable businesses to grow without increasing costs.

MENA’s tech developments, especially in AI and cloud computing, offer businesses opportunities to streamline operations. For example, predictive analytics in inventory management software is helping businesses anticipate demand and prevent stock shortages.

Actionable advice: Implement scalable solutions using regional tech platforms and automate recurring tasks to reduce errors and improve efficiency.

• Build a Global Network

Networking remains one of the most effective tools for scaling. MENA-based entrepreneurs’ participation in international business forums, such as Investopia programs, has opened their doors to connect with global markets.

Collaborating with international partners can help businesses expand their offerings and tap into new markets. For example, during Investopia 2024 in Abu Dhabi, MENA-based entrepreneurs partnered with global companies of diverse industries and gained access to efficient distribution channels and broader customer bases.

Actionable advice: Attend trade shows and international forums to build value-creating partnerships and gain exposure to global opportunities.

• Make Data-Driven Decisions

Scaling without data insights is like steering blindfolded. Businesses in MENA are increasingly turning to analytics to inform their strategies. For example, cloud kitchens in Dubai use data analytics to optimise their menu offerings based on customer preferences, improving experiences and profitability.

Actionable advice: Invest in solid analytics tools to monitor performance, customer behaviour, and market trends. Use these insights to make strategic decisions and make adjustments when necessary.

• Focus on Customer Experience

In a competitive market, customer experience is a key differentiator. Exceptional service retains customers and turns them into advocates for your brand. Many MENA businesses excel at personalisation by using AI to provide personalised recommendations, while accessible customer feedback forms enable them to continuously improve their services.

Actionable advice: Create feedback forms to understand customer needs and personalise offerings to improve customers’ experiences and increase loyalty.

Scaling a Business in MENA Involves More Than Just Operations

Scaling in MENA requires adapting to local markets, leveraging scalable systems, building global networks, making data-driven decisions, and prioritising customer experience. Scaling allows businesses to grow and contribute to society by creating jobs and driving economic development.

Scaling is not only about operations or revenue—it is about extending a unique experience beyond borders. With dedication and a solid growth strategy, businesses can achieve steady growth and set the stage for even more significant future successes.