{"id":621472,"date":"2018-11-08T04:04:50","date_gmt":"2018-11-08T04:04:50","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2018\/11\/08\/nadine-el-alaily-founder-and-ceo-bodyblocks\/"},"modified":"2018-11-08T04:04:50","modified_gmt":"2018-11-08T04:04:50","slug":"nadine-el-alaily-founder-and-ceo-bodyblocks","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2018\/11\/08\/nadine-el-alaily-founder-and-ceo-bodyblocks\/","title":{"rendered":"Nadine El Alaily, founder and CEO, BodyBlocks"},"content":{"rendered":"

<\/a> My Morning Routine looks each week at how a successful member of the community starts their day \u2014 and then throws in a couple of random business questions because we simply can\u2019t help ourselves.<\/p>\n

Who are you? <\/strong><\/p>\n

I\u2019m Nadine El Alaily, founder and CEO of BodyBlocks. We deliver healthy, tailored meals to about 3,000 clients in the capital city, including breakfast items, salads, sandwiches and ready-to-head soups and dinners as well as smoothies and treats. We offer paleo, sports, pre- and post-natal and vegan options, among others. All our products are sold online and delivered to our client\u2019s doorstep. We use local ingredients and all our products are free of preservatives and added sugar.<\/p>\n

What\u2019s your morning routine?<\/strong><\/p>\n

I wake up at 4:00 am daily. My black Americano is a must before anything. The whole house is asleep, and I start by reading my email \u2014 it\u2019s the quiet before the storm. Then I start making to-do lists: A list for pending work, the office, the factory, the kids, the groceries, the house \u2014 plenty of to do lists. I find that they help me brainstorm, reflect and keep me focused so I don't miss anything or anyone.<\/p>\n

Then I get ready and go to the factory for 5:00 am because our first orders leave the kitchen at 5:30 am daily. Then, and again later in the day, I conduct audits by randomly selecting orders on the list to check. I also keep a close eye on cleanliness in the factory \u2014 that everyone is wearing their gloves and hair nets and that everything has been sterilized after cleaning and use. I also have on-site cameras and an app on my phone, so I\u2019m usually checking all of this on my way to the factory, too. I make sure all the drivers are wearing their BB t-shirts and have their delivery sheets and that everyone is on time.<\/p>\n

I'm usually back home by 6:00 am. I wake my kids up and get their clothes ready for school, organize their lunch boxes, make sure their bags are packed, and then we have a healthy breakfast together. I drop them off to the bus at 7:00 am and once they\u2019re off to school, I go back home for another coffee. That\u2019s when I read Enterprise, check out Instagram and Facebook. After a 30-minute workout, I take my vitamins and have a green juice before I get ready and start the next phase of my day at the office by 8:00 am.<\/p>\n

At the office, I start with a meeting every morning with the team to discuss plans, issues and to-do lists before we all start. Then I\u2019m working on my own lists \u2018til the kids get home from school.<\/p>\n

What time do you sleep at night? <\/strong><\/p>\n

I go to bed when my kids sleep, around 8-9:00 pm.<\/p>\n

How big is your team right now?<\/strong><\/p>\n

We have 15-20 people at the factory at any given time and then another five in the office.<\/p>\n

What do people not understand about your business?<\/strong><\/p>\n

How much we\u2019ve had to build this from the ground up. We handle our logistics in-house and we run our own fleet of delivery vans, allowing us to deliver next-day in two slots \u2014 6am to 9am for working clients and 11am to 2pm for those who want lunch packages.<\/p>\n

The level of customization and tailoring of all our options can be tricky, so to make sure we get it right, we created our own software to keep things on track. The idea is to make the whole process as automated as possible, and this starts from the moment you hit our website. Clients can buy off-the-shelf, but our nutritionists generally tailor programs specifically for each person \u2014 they need to be able to take into consideration work schedules, eating requirements, illnesses, etc.<\/p>\n

What\u2019s your origin story?<\/strong><\/p>\n

We started off as a nutrition consulting company three years ago, when we specialized in chronic illnesses. But the real market opportunity became clear when I noticed that most of our clients didn\u2019t have time to shop or cook and wanted easy, healthy options to incorporate in their diet. I started outsourcing to different food suppliers \u2014 getting them to deliver meals to my clients \u2014 and I then decided I wanted to create my own recipes so I found a kitchen that would work as a contract manufacturer. Our clients were happier and getting better results because we could measure portions ourselves and use healthier ingredients. That\u2019s when I decided to open my own factory and bring it all in-house.<\/p>\n

How does your turnover split in between online sales to individuals vs. wholesale to supermarket? <\/strong><\/p>\n

About 90% of our turnover is from online sales to individuals, with the rest coming from supermarkets and gyms.<\/p>\n

What\u2019s your best-selling SKU?<\/strong><\/p>\n

Our best-selling line is our set of weight-loss programs, followed by our salads.<\/p>\n

So far you\u2019ve grown by\u2026<\/strong><\/p>\n

\u2026word of mouth. But we\u2019re hiring a company now to handle our digital marketing to grow our reach.<\/p>\n

Do you consider yourself a small business or a medium-sized business?<\/strong><\/p>\n

We are a medium-sized business.<\/p>\n

What\u2019s the best part of running a mid-sized company?<\/strong><\/p>\n

The best part of running a medium-sized business is seeing your hard work turn into reality and watching your company grow. I\u2019m lucky my passion is my work and I\u2019m fortunate that my work can have a positive effect on people.<\/p>\n

What\u2019s the biggest obstacle to growth?<\/strong><\/p>\n

Competing with unhealthy products in the market \u2014 and creating meals that are both healthy and delicious at the same time. Selling chocolate cake to people is much easier than convincing them to have beetroot and cabbage, that\u2019s for sure.<\/p>\n

What's your big business goal for 2019?<\/strong><\/p>\n

My big business goal for 2019 is to be literally closer to our clients \u2014 we want our clients to be able to make an order and have it delivered in 20-30 minutes. We\u2019re rolling out hot meals next month and are partnering with Uber Eats to start offering same-day delivery to our clients. We\u2019ll start out in Zamalek and then expand to Kattameya and Six October at the start of 2019. We\u2019re also looking to get more of our products into supermarkets, gyms and cafes.<\/p>\n

We also have a new range of granola products, including bars and granola bombs, coming soon. We call it \u201cYola\u201d \u2014 named for and by my children Youssef and Layla. My goal is to export this range eventually. We\u2019re price-competitive with Dubai and the UK because of our currency.<\/p>\n

What's the best piece of business advice you've ever been given?<\/strong><\/p>\n

My dad always tells me the best opportunity to learn and improve is by making mistakes and failing.<\/p>\n","protected":false},"excerpt":{"rendered":"

My Morning Routine looks each week at how a successful member of the community starts their day \u2014 and then throws in a couple of random business questions because we simply can\u2019t help ourselves. Who are you? I\u2019m Nadine El Alaily, founder and CEO of BodyBlocks. We deliver healthy, tailored meals to about 3,000 clients […]<\/p>\n","protected":false},"author":1,"featured_media":621473,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[7156],"tags":[72,387,287],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-621472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-my-morning-routine","tag-enterpriseam","tag-my-morning-routine","tag-smes","wpautop","entry"],"acf":{"mongo_id":"84ddb9ca-ab04-4c8d-b2c6-0f0fd9a26ec5","order":"0","is_powered_by":true,"story_type":"1","photo_url":"https:\/\/ent.news\/2018\/11\/113.jpg","photo_position":"above","full_issue_title":"Nadine El Alaily, founder and CEO, BodyBlocks","related_issue":[621440],"teaser":"","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2024\/6\/.1efc5964-e10c-491e-a38e-7740d443921e.mp3"},"yoast_head":"\nNadine El Alaily, founder and CEO, BodyBlocks - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2018\/11\/08\/nadine-el-alaily-founder-and-ceo-bodyblocks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nadine El Alaily, founder and CEO, BodyBlocks\" \/>\n<meta property=\"og:description\" content=\"My Morning Routine looks each week at how a successful member of the community starts their day \u2014 and then throws in a couple of random business questions because we simply can\u2019t help ourselves. 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