Interview with Dina Sherif, CEO and Cofounder of Ahead of the Curve

Don’t miss the interview with Dina Sherif, Executive Director of Ahead of the Curve, which supports startups and helps them develop their path. ATC supports impact entrepreneurship through seed funding as well as various training programs. Dina is also the Director of the Entrepreneurship Center at The American University in Cairo and an adjunct professor in the Business Administration Department at the American University in Cairo.

How do I know there is a need for my product? And when should I ask myself this question?

The most important question is the level of need for the product. If the core idea is built on a customer need, this question will not arise.

There are 3 important things to consider when developing a product:

1- Linking product features to customer needs.
2- Designing a product that matches the experience customers need, which requires differentiation and innovation.
3- Being confident that your product will provide suitable solutions to all the problems a customer may face.

As for the second part of the question, you should think about product-development questions in the early stages of implementing your idea. One of the most common early mistakes is designing products based on the entrepreneur’s beliefs rather than customer needs. Therefore, the first step should be going to the market, observing your customers’ needs, and then designing a product accordingly.

How do we gain customers’ trust if we are students targeting large companies?

You can gain trust if your product provides what they need. Age will not matter to companies if the product has value. If you are passionate and clear in your steps, you can gain their trust.

How can I enter the market quickly? And when should I start thinking about profit?

Thinking about profit should start at the initial stage. Do not wait long before thinking about how your project will make money. To do this and to know the right time to enter the market, you should create a business model at every development stage. I advise you to fill out a Business Model Sheet, which will help you think about the essential elements your project needs, including profit.

To build a strong marketing strategy, think about 5 things:

1- Which markets you want to enter—local only or others, since each requires a different strategy.
2- Defining your target segment.
3- Where and through which channels you will promote your product.
4- The price you will set, and from there you can start thinking about profit.
5- No business is complete until you find the reason behind its creation. Consumers today are smarter and more aware, so you must explain why they need your product. Without a clear reason, selling becomes harder.

How do I start a project with limited resources? And how do I make a business plan?

Most companies that focus on detailed business plans fail. I suggest building a full business model instead. Think about your value proposition, channels, and target customers. If you want to run a crowdfunding campaign, you must answer the “why” behind your project—why this product specifically?

When you think about Apple and why it attracts customers, it sells the idea of distinctive and innovative design that everyone wants, even if it is more expensive than similar products. People buy Apple because it sells the “why” behind the product. For crowdfunding, you need strong reasons and passion so people feel connected and support you. Crowdfunding is very useful for Egyptian startups, as is funding from investment firms or angel investors. You can also look at Zoomaal, founded by Abdullah Absi, where entrepreneurs can seek support. Again, the most important thing is the purpose and reason behind your product.

How do I build a prototype? And how much should I invest at the beginning?

Anyone familiar with design thinking knows the prototype is very important. Every entrepreneur, even in service projects, should build one. A prototype can take many forms—it does not have to be a finished product. It can be a story or an online mockup. Keep it simple and do not spend much before testing. If it is not well tested, I do not encourage going to market. Prototypes are meant to be revised multiple times, so keep costs low. Build a simple version, gather feedback, improve, and only then increase investment and prepare for launch.

How do I choose a partner and divide work?

I have two partners—one calm and one energetic. Two things matter: shared passion and honesty. Differences here cause long-term problems. If your passion exceeds your partner’s, you will feel unfairly burdened. Projects are like marriage—without aligned passion and work ethics, they fail. Passion and integrity are the most important criteria. If you can carry the workload alone, then what you need in a partner is experience and honesty.

How do I find a creative and hardworking team?

Part of your responsibility as a leader is to build that environment. If you do not cultivate creativity and innovation, you will not sustain it even with a talented team.

How do I protect my intellectual property?

Consult a lawyer—not only about the idea but also brand and logo. Many lawyers in Egypt support startups. You can also check Ebda2 Masr for tools and courses.

When should we shut down a company?

If partners lose passion and commitment, or if the idea loses value and demand and you keep losing money without hope of profit—close it. I believe in failing fast and learning fast to build better ideas.

I have a marketing idea for telecom companies but cannot reach them—what should I do?

Use networking. Everyone has networks, and so do the people you know. Leveraging networks is crucial. Engage with entrepreneurs who attend RiseUp or entrepreneurship centers and use those connections to reach target companies or their social media pages.

I want to change the world—where do I start?

Start with your passion. Explore different jobs, trainings, and fields to discover what excites you. If you already see a change you want to make, define it and think of solutions you can offer. The desire to change the world is great, and asking for advice is an important step. I wish you success.