A Moment With
Bin Sulayem
positive and keep running. It is a lot
like an endurance race, you need to
continually pace yourself to reach the
finish line.
When did you start your business as
an Emirati Woman?
I started in 2006 as a "one
woman show” providing strategic
consultancy. In 2010, I decided to
quit my job and focus on building my
company. I now have a very skilled
and diversified team in Abu Dhabi.
Did you have any support from
local government, women business
councils or associations that
empower women?
I never accepted financial support.
I wanted to build something of my
own. I wanted to set an example
that with enough hard work and
determination one can organically
develop a successful business without
government assistance. I also wanted
to change the stigma that comes with
individuals who come from family
business backgrounds. I wanted
to start something from scratch by
myself without support from anyone
to prove a point that you don’t need
to inherit a business; you can start
your own.
How do you manage your
professional and personal time?
In the beginning it was a bit
challenging. Now that we are more
established, I make work and life
balance a priority. Being a business
owner is completely different from
being an employee. I have my
business, so that I can have a personal
life that suites me best, not the other
way around. Many people start
businesses because they want to
be business owners. I want to be an
entrepreneur who is actively involved
in every aspect of my business. There
was a time when I was the CEO,
Account Manager, and Office girl. I’m
proud of that!
How do you effectively reach your
target market?
My team and I invest a lot of time
in this area, its very important that
we continually strive to understand
the developments throughout the
market. This is especially important
in a place like the UAE, where we
see big changes everyday. We are
very involved with the community,
business and social activities so we
can keep ahead of the developments
and find unique opportunities.
What expansion model have you
adopted to extend the brand’s
presence?
We work with quite a number of
government and semi-government
bodies, while our private players
include companies with an
established level of success that
are looking for the same quality of
senior communication that a large
agency would offer but with more
personalised service and competitive
rates. We have experienced
strategists and a talented bunch of
taskmasters. We liaise with half-adozen associates who work with us
at any given time. Our flexible team
model works well. We've got bench
strength to work on larger and more
complex projects, while keeping
things simple and streamlined. We will
continue to focus on our team model
for the next five years. Our goal is
to expand our offices in some of the
other GCC and European countries
over the next 10 years.
How do you relax?
Recently, a very close friend
introduced me to Transcendental
Meditation. I didn’t believe in it at
first, but now I can’t stop. I do it twice
daily for 15 minutes. It relaxes me and
makes me more focused.
Share one of your main
achievements.
I would say my best achievement
to date in terms of business was
working on developing the concept
for Fashion Fever Grand Prix. I have
been working on this for the past 3
years. We recently hosted the second
edition of this (copyrighted) event in
Abu Dhabi. Fashion Fever Grand Prix
is the only by invitation red carpet
fashion show in Abu Dhabi.
Share with us a major business goal.
We are in a good position and we’re
growing at a fast rate. My philosophy
has always been to pursue one's
passion, be brilliant at what one
does as an agency and profits will
follow. With our agency’s work
philosophy, our aim is to be one of
the most distinguished SMEs in the
PR & Communications sector of the
region, continually contributing to
future development of the UAE and
its people.
What is the best advice that you’ve
received?
The best advice I received was from
my late father. He used to say, choose
your friends and business partners
carefully. It’s not about how long you
know them but how well you know
them.
After The Bell
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Jan - Feb 2016
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