This case was written by Kristin Babbie Kelterborn and Amy Gillett, both of the Entrepreneurship Development Center at the William Davidson Institute at the University of Michigan, as part of the CIPE project “Economic Diversification and Access to Finance in Bahrain,” designed to support inclusive and sustainable development by expanding opportunities for Bahraini SMEs. CIPE provided technical, financial, and editorial support for the study, which is cross-posted with permission. The original can be found here. This is the second case study from this project. See also “Strategizing a Recipe for Success: Chef Fajer Al Mansoori Looks to Grow.”
Introduction:
Hamad Al Saad is a Bahraini coach and nutritionist whose passion for personal health and well-being motivated him to launch his online wellness brand, “The Nourishers.” Through classes and workshops, Al Saad developed a large online following and an expansive network of clients and fellow coaches. He viewed this growing community as an opportunity to reach more people and establish a thriving business, connecting experts with customers. His investors and mentors encouraged him to prioritize broadening the client market, but Al Saad wanted to target experts who could provide their services on the platform. The Nourishers offered administrative ease to its expert coaches, providing clients with a simple, convenient way to register for wellness courses. Still, Al Saad found it challenging to balance the number of experts and clients, struggled to find an adequate web developer, and had only one source of revenue through commissions.
He is preparing to appear on Beban, a Bahraini investment reality show where entrepreneurs pitch their businesses directly before investors. He must decide whether to continue investing in The Nourishers or pitch a new business idea.
Published Date: November 09, 2023