Local Enterprise branding initiative that the company recently underwent, Noor tells us the story of Bedashing. After the initial success at the flagship Dashing Nails bar on Delma Street and their second branch at Center Market, Noor and her sisters decided to go big. They applied for funding from the Khalifa Fund for Enterprise Development for the establishment of their third and biggest branch at the time in Khalifa City A. Soon afterwards, and following a successful expansion of their business, the sisters expressed their interest in the Khalifa Fund franchising program and were shortlisted from among a list of candidates for funding. Soon after, the sisters teamed up with a renowned branding consultancy to help them with their rebranding strategy. After a quick look at the company name, the consultants advised the team that the company name, Dashing Nails, did not have global appeal. After considering the options, the team agreed on a strategy to rebrand the company with a fresh and original new name, look, and feel. Initially, the company’s slogan was “Be Dashing!” This slowly evolved to become a catchy name that resonated with the sisters, and so Bedashing was born. Just as Noor is trying to conclude her story, one of Noor’s daughters enters the room, demanding mommy’s attention. “I have five daughters by the way,” Noor interrupts. After quite a few utters of “Masha Allah” from my side, Noor adds with a laugh, “So I am in the right business!” Today, Bedashing has five branches across the city with over 200 employees. By 2025, Noor and her sisters aim to have 200 branches across the region delivering 1000 services per day between them. “Those 200 branches will be owned by women,” Noor says proudly. “Like I said earlier, my business has to mean something. Our purpose is to spread a piece of Bedashing to women everywhere. When a woman looks great, she
feels great, and when a woman feels great she spreads positivity and love in her household which translates to positivity all around.” Another important goal that Noor describes is supporting women to financial independence. “We don’t look for rich franchisees, especially in Abu Dhabi. Bedashing is a profitable concept and Khalifa Fund will fund 90% of the franchise startup, so why should we give it to advantaged women? We have one franchisee already. She has found a location and fits perfectly with our selection criteria. Being the first franchisee, she will get extra support from us and share our success if we ever decide to go public.” Bedashing has received awards every year for their nail designs from the Nail It Awards hosted in Dubai, and in 2014 they won
critical success factors required to successfully start up a business in Abu Dhabi. “The main obstacle is also the most critical success factor!” says Noor. “The difficulty of maneuvering the constantly changing laws for our specific industry is definitely the biggest obstacle, particularly the labor laws. But it is this difficulty that keeps competitors away and makes people think twice before entering our market!” Additionally, Noor comments that finding the right location in Abu Dhabi that is actually available and keeping up with rising housing costs for employees are some of the other serious challenges to consider. Noor continues by telling us, “When you decide what you want to do, make sure your business is ‘franchisable.’ Be specific with your product or service offer-
IF YOU START WITH DOING WHAT YOU REALLY LOVE AND CAN BE GREAT AT, YOU CAN FIGURE OUT THE REST WITH THE HELP OF THE RIGHT PEOPLE AND, INSHA ALLAH, IT WILL ALL WORK OUT. BELIEVE IN YOUR VISION AND PUT THE PIECES TOGETHER.” the What’s On Award for the best hair saloon in Abu Dhabi. “We are usually the only Abu Dhabi based salon which participates in the Nail It Awards. When they see our technicians walking down the aisle, they are like: Dashing is back again!” Noor says with a laugh. “And every time we win an award, another technician disappears to the competition!” We asked Noor what some of the biggest obstacles were and the
ing and perfect it. Read. Study your field and become the most knowledgeable specialist in that field. Focus on getting the right people, and more importantly, choose those who have a winning attitude to join your team.” In summary, Noor concludes by stating, “If you start with doing what you really love and can be great at, you can figure out the rest with the help of the right people and, insha Allah, it will all work out. Believe in your vision and put the pieces together.”
Issue 4 - april 2015
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