DUAA ALSHERIF

A graduate in business administration, Duaa has experience in law relating to women and has worked in administration since 2021. Her skills include planning, organisation, coordination, record management and market research. Her business emerged from a demand for imported clothing at prices lower than those charged in shops. However, the arrival of delivery companies offering these products directly reduced the project’s initial competitive advantage. SheLeads helped her better understand the financial, legal and commercial aspects of running a business and rethink her market positioning.

The initial business involved importing clothing and selling it through an online page. It is not yet registered and currently generates no revenue, as the business model faces competition from more established businesses. Duaa has not sought financing because of procedures she considers complex, a lack of information and her cautious approach to financial risk. She is now developing a new offering designed to deliver a distinctive customer experience and aims to strengthen her skills in market analysis, sales and creativity.