What size companies do you work with?

We work primarily with SMEs and mid-market organisations across the Middle East — companies that have product-market fit and are ready to grow deliberately, but need senior strategic support without the overhead of a tier-one consultancy.

How do you structure engagements?

Most engagements begin with a fixed-scope diagnostic (2–4 weeks) that produces a strategic brief. From there, we agree on either a project-based implementation, a monthly retainer for marketing department outsourcing, or a hybrid. You always know what you are paying for before you commit.

Do you work remotely or on-site?

Both. We are based in Egypt and serve clients across the Middle East. For diagnostics and key workshops we typically come on-site; for ongoing execution we work remotely with a clear governance cadence.

How long is a typical engagement?

Diagnostics run 2–4 weeks. Implementation projects run 8–16 weeks. Marketing department outsourcing is a monthly retainer, typically with a 3-month initial commitment so we can demonstrate measurable progress.

Yes, routinely. We treat client confidentiality as non-negotiable and will sign your NDA or provide our own mutual NDA before any substantive conversation.

What makes you different from a typical agency?

Agencies sell execution (posts, ads, designs). We sell clarity first — strategy, research, and a disciplined thinking process — then organise the execution around it. You are buying a consulting discipline, not a content subscription.

How to Define Your Target Audience

Most "target audiences" I see in decks are not audiences — they're adjectives. "Millennials in the GCC." "Tech-savvy professionals." That's a category, not an audience. You can't run a campaign against an adjective. A real target audience is specific enough that you could name ten actual people in it.

The test

Before you write your target audience down, run this test: can you name ten real people who fit it? Not types — names. Customers, prospects, LinkedIn connections, people you've spoken to. If you can't name ten, your audience is too broad. If you can name a hundred without thinking, it's still too broad. Ten is the sweet spot — specific enough to design for, broad enough to be a market.

The 5 dimensions

A target audience worth using has five dimensions:

Demographics — age, gender, income, life stage (B2C) or role, seniority, function (B2B)
Firmographics — for B2B, the company they work for: size, industry, geography
Behaviors — what they do, where they spend time, what they buy, how they decide
Pain points — the specific problems you solve, in their words
Channels — where they get information and make decisions (LinkedIn, WhatsApp, events, YouTube)

If any of the five is missing, the audience definition is incomplete. "Egyptian marketing managers in mid-sized B2B SaaS companies who struggle with lead quality and decide based on LinkedIn peer recommendations" is an audience. "Marketing managers" is not.

How to research

You don't guess this. Three sources, in order:

Interview your last ten closed-won customers — 30 minutes each, ask about their buying journey, not your product
Mine your sales call notes — patterns emerge across 20+ calls that no single call reveals
Use LinkedIn Sales Navigator and industry reports — for firmographics and technographics at scale

The interviews matter most. Reports give you the shape; conversations give you the substance. Skip the interviews and your target audience will sound like every competitor's.

Common mistakes

Four mistakes I see repeatedly:

Too broad. "SMEs in the Middle East" is not an audience. It's a region with companies in it.
No pain point. Describing who they are without what they struggle with. Pain drives purchase — not job title.
No channel info. If you don't know where they get information, you can't reach them.
"Everyone is our customer." Sometimes true for utilities and telcos. Almost never true for the rest of us. If your product truly serves everyone, you have a commodity, not a strategy.

What to do with it

Once defined, your target audience becomes the input to every downstream choice — positioning, messaging, channels, content, sales scripts. The biggest leak in most marketing engines is upstream: messaging aimed at no one in particular, served to channels no one uses, for a product whose value isn't clear. A sharp target audience fixes all three.

Next step: write the positioning statement that turns this audience into a reason to choose you.

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