12 Lessons From 12 Years Of Being An Entrepreneur

I founded my first business 12 years ago in Saudi Arabia, and since then, my entrepreneurial journey has led me to not only launch and run homegrown brands like SheFit and Motion Academy but also own and operate global franchise concepts like Karve and Playball. These diverse experiences have given me valuable insights that I believe can guide any entrepreneur stepping into the business world today — here are a few key takeaways:

1. Establish A Recognizable Brand

Going into business with a clear idea and a strong brand identity makes all the difference. A well-defined brand creates trust, attracts customers, and makes marketing more effective. I have had to refine this over time, but having clear brand values and sticking to them is key. Your brand identity should guide decision-making, customer experience, and company culture.

2. Conduct Market Research

A great idea alone isn’t enough. Understanding your market, target audience, and competitors is critical to making informed business decisions. Businesses that fail to research their industry and customer behavior often struggle to sustain growth.

3. Choose The Right Partners

One of my biggest lessons has been the importance of aligning with the right partners. When choosing a business partner, ensure that you share a long-term vision, not just excitement about an idea or short-term goals. The best partnerships are built with complementary skill sets and a growth mindset, where both parties can adapt, problem-solve, and evolve together, rather than being stuck in a fixed, static way of thinking.

4. Evaluate Key Business Costs

Expenses such as rent, salaries, inventory, and marketing can quickly add up, but not all of them are necessary at every stage. Assess what is essential and what can be optimized to maintain a lean and profitable operation. Expenses vary by business, but one golden rule that I’ve learned is that if you can limit overhead costs, do it. High fixed expenses can limit flexibility and put unnecessary pressure on cash flow.

5. Price For Profitability

Setting the right price is a balance between attracting customers and maintaining profitability. Pricing too low can undervalue your product or service, while pricing too high without perceived value can limit your market reach.

6. Keep Track Of Your Finances

Using bookkeeping apps and shared financial services can streamline financial management, improve accuracy, and save time. Automating financial tracking and reporting allows for better decision-making and cost control.

7. Understand Your Funding Options

Not all businesses need to be personally funded by the owner. There are various types of funding available depending on the scale and capital requirements of your business. Understanding the right funding structure – whether it’s bootstrapping, venture capital, bank loans, grants, or strategic partnerships – is crucial for sustainable growth.

8. Find The Right Pace For Scaling

Scaling too fast can lead to financial and operational strain, while scaling too slowly can mean missing out on market opportunities. Finding the right timing and strategy for growth is essential. Also, investing in business growth while managing expenses wisely can be tricky. Prioritize spending in areas that provide high returns, and avoid unnecessary expenditures that don’t directly contribute to the business.

9. Make Your Presence Felt

Never underestimate the impact of digital marketing. A strong online presence – through social media, content marketing, search engine optimization (SEO), and targeted advertising – can significantly boost visibility, attract customers, and drive sales.

10. Compete With The Giants

Going up against large corporations with lower pricing can feel intimidating, but rather than focusing on price alone, differentiate your business through quality, personalized service, and added value. Customers are willing to pay more for unique, high-quality experiences.

11. Leverage Government Support

One way to lower salary costs and manage cash flow is by utilizing government support. In Saudi Arabia, for instance, initiatives like the Human Resources Development Fund (HADAF) help businesses partially subsidize salaries for Saudi employees. Taking advantage of such programs can significantly ease financial burdens in the early stages.

12. Build A Business Beyond Passion

While passion is a driving force, a successful business must also cater to the market, add value, and serve a real community need. Aligning your passion with a strong business model ensures long-term sustainability.

About The Author

Haya Sawan is an accomplished Saudi Arabian entrepreneur with a track record of owning and operating several fitness-focused businesses like SheFit, Motion Academy, Karve, and Playball.