{"id":675042,"date":"2025-11-06T00:00:00","date_gmt":"2025-11-06T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2025\/11\/06\/winning-in-new-markets\/"},"modified":"2025-11-06T00:00:00","modified_gmt":"2025-11-06T00:00:00","slug":"winning-in-new-markets","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2025\/11\/06\/winning-in-new-markets\/","title":{"rendered":"Winning in new markets"},"content":{"rendered":"<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>At this year\u2019s EnterpriseAM Egypt Forum, we turned our focus to a challenge that faces <\/strong><strong>nearly every Egyptian business looking to grow in new markets: <\/strong>how to expand into new and unfamiliar markets, and how to take your brand credibility and translate it into a new market to sell to people who have never heard of you before. <strong>Andrew Key, executive director at Enza<\/strong>, and <strong>Ahmed Wahby, group CEO for the Middle East and Africa at Egypt Education Platform (EEP) and Spark Education Platform (SEP)<\/strong>, joined the stage to unpack how they\u2019re doing just that. One builds the rails that power financial systems across Africa; the other exports Egyptian-built education models to Gulf cities.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Pick a market where regs and repatriation make sense: <\/strong>\u201cHow digitalized is it? What payment methods are being used? Can we repatriate profits in hard currency?\u201d Andrew Key noted. For Enza, market selection begins with the obvious metrics: population size, GDP and scalability, followed by the maturity of the payments ecosystem, regulatory clarity, and currency stability. \u201cA mature, stable regulatory environment is better for us,\u201d he said. \u201cIf we can understand what the regulator expects of us and of our customers, we can assess whether we can meet those expectations.\u201d<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>\u201cScaling outside Egypt had to start with building a scalable model inside Egypt,\u201d<\/strong> said Ahmed Wahby, whose company now runs 25 educational assets serving some 20k students. For EEP, expansion starts where education quality gaps are most visible. \u201cWe study cities, not countries,\u201d he said. \u201cAbu Dhabi and Sharjah, yes; Dubai, no, because the quality gap isn\u2019t big enough. Our value proposition starts where that gap exists.\u201d<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Chasing gaps, not geographies:<\/strong> Diversification across income segments helps EEP stay relevant through economic swings, Wahby said. \u201cEducation is tied to families\u2019 financial situations, which can be turbulent,\u201d he added. \u201cWe play across both affordable and premium segments\u201d Enza applies a similar principle when sizing up competition, Key said.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>\u201cCompetition is a good thing, it keeps you on your toes,\u201d<\/strong> according to Key. For Enza, competition comes in a number of forms: Some banks or fintechs build their own systems, others operate regionally, and some focus on a single market. Enza\u2019s focus spans ten African markets, with a strategy built around providing solutions that help banks and fintechs build relationships with SMEs. \u201cThere are 60 mn unbanked or underbanked SMEs across Africa, those 60 mn SMEs today are the med-sized and large businesses of the future\u2026 if payments can be the starting point for a relationship with them, banks can later cross-sell lending, deposits, and treasury products,\u201d Key explained.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>There are no wrong <\/strong><strong>markets, just<\/strong><strong> wrong timing or design: <\/strong>\u201cThere\u2019s no such thing as a wrong market,\u201d Wahby said. \u201cRegulation can make or break an investment, but every market has a product that fits, you just have to design it right.\u201d The only real deterrent, he added, is entering during periods of \u201cmajor turbulence.\u201d<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Flexibility matters more than checklists.<\/strong> \u201cYou\u2019ve got to go to places you didn\u2019t plan to,\u201d Key said. \u201cFrench-speaking West Africa wasn\u2019t on our list, but customers took us there. Sometimes you follow them where they go.\u201d<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Balancing speed with control is key:<\/strong> \u201cOur scars help us avoid pitfalls,\u201d Key said, describing Enza\u2019s 60-person team led by veteran founders. \u201cYounger team members solve problems faster, they see things differently. But you have to stay on the right side of regulators. Upset them, and your business is dead.\u201d<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>\u201cSuccess isn\u2019t <\/strong><strong>financials<\/strong><strong> alone,\u201d<\/strong> Wahby noted. \u201cWe measure quality outcomes: parent satisfaction, learning results, word of mouth.\u201d He recalled spending six months preparing for EEP\u2019s first big Saudi break only for it to collapse. \u201cWe were ready to do it again, and that\u2019s how we won later. Pivoting is part of the game.\u201d<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>FOMO is real:<\/strong> For Key, traction shows up when clients start spending behind Enza\u2019s solutions. \u201cIf they\u2019re investing in promoting what they\u2019ve built on our platform, it\u2019s working,\u201d he said. \u201cAnd when other banks come knocking because they don\u2019t want to miss out, that\u2019s proof too. FOMO is real.\u201d<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>On earning trust before launching: <\/strong>\u201cYou can\u2019t just show up and launch,\u201d Wahby said. \u201cYou have to prep the market.\u201d Before entering Saudi Arabia, EEP met repeatedly with the Ministry of Education and the Royal Commission of Riyadh. \u201cWe don\u2019t send a logo into a market; we send the people behind the brand,\u201d he added. \u201cWe grow them into regional roles and hire local talent who believe in what the brand stands for.\u201d<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>Egypt\u2019s real export story is talent: <\/strong>\u201cAccess to talent in Egypt is actually a competitive advantage,\u201d Wahby said. EEP exports teachers and middle management to the Gulf while running its back office from Cairo, covering IT, procurement, and accounting. \u201cIt\u2019s efficient and lets us reinvest in what matters most: quality.\u201d \u201cPretty much our whole tech and ops team is in Egypt,\u201d Key said. <\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The talent you can get in Egypt, would cost you 10x more in the UAE<\/strong>, according to Key. As Enza expands into Ghana and Nigeria, regulators now require qualified executives in those markets, so Key had to rethink how to scale. Maybe your CFO in Ghana is technically a CFO, but the group CFO sits elsewhere, he explained.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong>The formula? Credibility at home + agility abroad:<\/strong> \u201cUltimately, you have to go where the opportunity takes you,\u201d Key said as the discussion wrapped. Wahby agreed: success abroad begins with credibility at home paired with the agility to adapt everywhere else.<\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><strong><a target=\"_blank\" href=\"https:\/\/enterprise.news\/egypt\/en\/news\/story\/78fcce91-8cd9-4ee2-8dfd-529367160120\" style=\"\" rel=\"noopener\">Tap or click here to read the panel\u2019s full transcript<\/a><\/strong><strong>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How to take your brand trust and translate it into a new market<\/p>\n","protected":false},"author":1,"featured_media":675043,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","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":[12264],"tags":[12261,12269,12263],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-675042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panel-discussion","tag-enterpriseam_event2025","tag-forum-playback","tag-panel-discussion","wpautop","entry"],"acf":{"mongo_id":"2371fddf-dcdc-4efc-abae-5f5f6c73de7a","order":"2","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2025\/11\/502.jpg","photo_position":"above","homepage_title":"","full_issue_title":"Winning in new markets","related_issue":[675038],"teaser":"How to take your brand trust and translate it into a new market","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2025\/11\/.ffe8dd8d-1bc2-4316-9125-67419213f676.mp3"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - 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part 4","author":"enterpriseam admin","date":"6 November 2025","format":false,"excerpt":"Good morning, friends, and welcome to a new edition of EnterpriseAM Forum Playback, where we bring you highlights from our successful Enterprise Egypt Forum 2025, held on 7 October.In today\u2019s issue, we revisit our panel discussion on the recipe for Egyptian companies\u2019 successful expansion into foreign markets. We also bring\u2026","rel":"","context":"In &quot;INTRO&quot;","block_context":{"text":"INTRO","link":"https:\/\/enterpriseam.com\/egypt\/category\/intro\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":583856,"url":"https:\/\/enterpriseam.com\/egypt\/2023\/03\/21\/edtech-platform-almentor-raises-usd-10-mn-in-pre-series-c-round-plus-acasia-ventures-invests-in-credable\/","url_meta":{"origin":675042,"position":1},"title":"Edtech platform Almentor raises USD 10 mn in pre-series C round. PLUS: Acasia Ventures invests in Credable.","author":"enterpriseam admin","date":"21 March 2023","format":false,"excerpt":"The money will be used to launch in Saudi Arabia and build out its B2C segment","rel":"","context":"In &quot;Startup watch&quot;","block_context":{"text":"Startup watch","link":"https:\/\/enterpriseam.com\/egypt\/category\/companies\/startup-watch\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2023\/3\/almentor-1600.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":633239,"url":"https:\/\/enterpriseam.com\/egypt\/2024\/07\/10\/education-platform-epp-wants-to-set-up-two-schools-in-alexandria-and-soma-bay-by-2025\/","url_meta":{"origin":675042,"position":2},"title":"Education platform EPP wants to set up two schools in Alexandria and Soma Bay by 2025","author":"enterpriseam admin","date":"10 July 2024","format":false,"excerpt":"EPP is planning to enter up to three regional markets soon.","rel":"","context":"In &quot;Education&quot;","block_context":{"text":"Education","link":"https:\/\/enterpriseam.com\/egypt\/category\/industries\/education\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2024\/7\/875.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":568899,"url":"https:\/\/enterpriseam.com\/egypt\/2020\/02\/06\/three-agreements-signed-at-egyptian-swiss-investment-forum-el-sewedy-receives-swiss-delegation-to-cooperate-in-vocational-education\/","url_meta":{"origin":675042,"position":3},"title":"Three agreements signed at Egyptian Swiss Investment Forum, El Sewedy receives Swiss delegation to cooperate in vocational education","author":"enterpriseam admin","date":"6 February 2020","format":false,"excerpt":"Egypt, Switzerland sign agreements at investment forum: The General Authority for Freezones and Investment (GAFI) signed a cooperation MoU with the Swiss State Secretariat for Economic Affairs at the end of the Egyptian-Swiss Investment Forum, according to a GAFI statement. The Public Enterprises Ministry also signed an agreement with Swiss\u2026","rel":"","context":"In &quot;Diplomacy + Foreign Trade&quot;","block_context":{"text":"Diplomacy + Foreign Trade","link":"https:\/\/enterpriseam.com\/egypt\/category\/diplomacy-foreign-trade\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":593345,"url":"https:\/\/enterpriseam.com\/egypt\/2019\/11\/25\/your-top-5-education-stories-for-the-past-week-9\/","url_meta":{"origin":675042,"position":4},"title":"Your top 5 education stories for the past week","author":"enterpriseam admin","date":"25 November 2019","format":false,"excerpt":"Your top education news stories in Egypt during a very slow news week for education: The Education Ministry will consider raising its 20% cap on foreign ownership of schools on a case-by-case basis but will not reverse its decision under pressure from investors, Education Minister Tarek Shawki said on the\u2026","rel":"","context":"In \"Education\"","block_context":{"text":"Education","link":"https:\/\/enterpriseam.com\/egypt\/tag\/education\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":605010,"url":"https:\/\/enterpriseam.com\/egypt\/2018\/12\/19\/the-airwaves-were-abuzz-with-praise-for-el-sisis-speech-in-vienna-on-digitization\/","url_meta":{"origin":675042,"position":5},"title":"The airwaves were abuzz with praise for El Sisi\u2019s speech in Vienna on digitization","author":"enterpriseam admin","date":"19 December 2018","format":false,"excerpt":"El Sisi in Austria dominates airwaves: President Abdel Fattah El Sisi\u2019s speech at the High-Level Africa Europe-Forum was (expectedly) the main topic of discussion on the airwaves last night. We have more on the president\u2019s remarks in Speed Round, below.The president\u2019s focus on the importance of digitization an information technology\u2026","rel":"","context":"In &quot;Enterprise+: Last Night\u2019s Talk Shows&quot;","block_context":{"text":"Enterprise+: Last Night\u2019s Talk Shows","link":"https:\/\/enterpriseam.com\/egypt\/category\/enterprise-last-nights-talk-shows\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/675042","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=675042"}],"version-history":[{"count":0,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/675042\/revisions"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/forum\/675038"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/675043"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=675042"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=675042"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=675042"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=675042"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=675042"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}