OUR FOUNDER OF THE WEEK – Every Tuesday, Founder of the Week looks at how a successful member of Egypt’s startup community got their big break, asks about their experiences running a business, and gets their advice for budding entrepreneurs. Speaking to us this week is Narima Ehab (LinkedIn), co-founder of PÀO.

My name is Narima Ehab Medhat and I’m one of the founders of PÀO, a bubble tea concept offering a thoughtfully curated selection of fruit and milk bubble teas, complemented by freshly cooked tapioca pearls. Our company name, PÀO, originates from the Mandarin word for “bubbles,” reflecting Taiwan’s cultural influence on our brand. I hold a degree in Strategic Communication from the University of Modern Sciences and Arts (MSA).

I began my career journey in the family’s business, Tradeline, for over 3 years in the marketing department after I graduated. Working in my family’s company was a learning phase in my career journey that allowed me to explore different sectors in the business world as well as how to tackle them.

PÀO originated from a childhood fascination that evolved into a business aspiration, alongside my partners, my sister Nada Ehab and my brother Medhat Ehab. During my travels through Europe and Asia, I often encountered bubble tea establishments and pondered the scarcity of such offerings in Egypt. This observation, coupled with the burgeoning demand and limited supply, inspired us to venture into the realm of bubble tea and establish our own Boba destination.

I was determined to execute the concept exceptionally. We sought extensive training from a renowned Tea chain in Taiwan, supplemented by expert consultation. This comprehensive training program spanned approximately two weeks and included both theoretical and practical aspects— from the origins of bubble tea to intricacies of tea brewing techniques, toppings preparation, and cooking methods.

Stepping out of my comfort zone and taking the risk was my biggest sacrifice. I had to take on new roles, learning new skills and facing challenges that I haven’t encountered before. It meant taking on new tasks, learning new things, and facing new challenges. Getting into PÀO’s finances was tough at first, especially budgeting since I hadn’t done much of it before.

Launching any business entails a learning curve. When we introduced PÀO, it was exciting to observe the customer response to bubble tea, a Taiwanese concept that is not widely familiar to Egyptian palates unless they’ve traveled abroad. Our primary learning curve revolves around comprehending our customers’ preferences and tastes. Thankfully, there are abundant opportunities for creativity and innovation.

So continuous learning is the most important advice. Invest time in understanding your brand and its potential for expansion, and persevere. Seize opportunities to avoid being overshadowed in the market.

The conception of being alone in starting up a business is false, at least in my experience. I am fortunate to have my siblings as partners on this journey. Having them around has made it easier to make important decisions, deal with uncertainties, and overcome challenges in starting a business.

The biggest strength in today’s Egyptian startup scene is the growth in local brands. Previously, consumers often relied on imported goods for quality products. However, it is great to see the expanding presence of local brands across various industries. This trend reflects a growing confidence in our aspirations and abilities. Our collective belief in realizing our dreams, coupled with the utilization of available resources and capabilities, serves as our greatest strength. Through harnessing our collective potential, we can foster success across all sectors.

For PÀO’s future strategies, our focus is on broadening the brand’s presence. We aim to extend our reach to additional governorates while upholding consistency across all our branches. Furthermore, we intend to educate the public about bubble tea and cultivate strong connections with our customers. Finally, we plan to venture into the B2B market, aspiring to establish ourselves as one of the leading bubble tea chains in the Middle East.

Tags: