An Entrepreneur in Dubai, my story....

Presentation to: Institute of Management Technology, Dubai

Robert Keay Managing Director Ethos Consultancy

31st January 2012

Robert Keay
Managing Director, Ethos Consultancy
Chairman & Co-founder of The International Customer Service Institute Author of Value Moments

www.ethos.ae

My Vision in 2004

To be the Middle East leading "Customer Service Consultancy, Training and Measurement solutions firm.

www.ethos.ae

Ethos Consultancy

Our History
I moved to Dubai late 2003 Established in Dubai 2004 Over 3,000 Mystery shoppers and researchers in the Middle East. Dubai SME100 Ranked Organisation (25th in 2012)

Our Expertise
Customer Service Measurement National Benchmark Reports Customer Service Training Customer Service Consulting The International Standard for Service Excellence Customer Service e-Learning

Our Delivery
Tailor made solutions Cutting edge technology

Improve market share

Identify performance gaps Improve customer satisfaction ratings Sustain competitive advantage in the market www.ethos.ae 4

Ethos Early Years

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Dubai early years

Sold my UK business in 2002. Moved to the UAE in 2003 and set up Ethos Consultancy in February 2004 By October 2005, all I had left was 600 AED I had made the wrong decisions and didnt research or understand the market properly! I spent too much money in setting up the business and getting family settled! I didnt think like a Middle East businessman should, I lost focus and misunderstood market requirements! I didnt have enough money to go to the UK for my oldest daughters university graduation ceremony So what happened next?
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Defining Moments in my Journey

Company Sponsor and his Emirati friends rallied round gave me a boost of confidence, plus gave me a blank cheque to pay the kids school fees and other necessities! Developed Mystery Shopping online reporting solution! (key turning point) this report is the best I have ever read from a consultancy firm H.H. Major-General Sheikh Saif bin Zayed Al Nahyan Being selected to develop and launch the UAE Federal Government Service Excellence Measurement programme Microsoft approaching me to feature Ethos on their Website! Developing the Value Moments concept.. (and writing the book!)
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 Ethos one of only 2 SMEs selected in the UAE

Free campaign by Microsoft across multiple online and print mediums including our very own video and presence on the Microsoft homepage Duration was 4 months in 2009.

Awards
2008
Lloyds TSB Most Innovative Small business MEBA Recommended Employer of the Year

2009
2010

SME Advisor- Business Star of the Year Award

SME Advisor - Best Consultancy Firm Ranked 25th overall in the Dubai SME 100 and 1st in Human Capital Development

2011 & 2012 2012

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Award THIS MORNING...

Ethos was earlier today given the prestigious award of:

VENDOR OF THE YEAR

From Dubai Roads and Transport Authority (RTA)

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Some of Ethos Clients

UAE Prime Ministers Office Ministry of Interior Abu Dhabi Police (multiple projects) Abu Dhabi Judicial Department Abu Dhabi Tourism Authority Abu Dhabi Department of Transport Abu Dhabi Chamber of Commerce Dubai Public Prosecution Dubai Roads & Transport Authority Dubai Customs Dubai Islamic Affairs RAK Government TransAD Department of Transport DAFZA

ADCB, ADIB, FGB, ENBD DIB, DB, CBD, MashreqBank, HSBC, NBK, NBO, SHB Sony MAF Shopping Malls MAF Properties MAF Fashions IKEA Jumeirah Landmark Group Wafi Group Cleopatra Spa VOX Cinemas

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Looking after your greatest asset - STAFF

Reward and Recognise CONTINUOUSLY Be creative in engaging the Team Get them to think as a Team Make work a Fun place to be Thank your team regularly Involve them in your own success Show them that you go the extra mile and they will follow!

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The Ethos Way

Employee of the Month (presented with AED1,000 - staff voted) Thank-you Award (presented with AED1,000) Personal Achievement (presented with AED1,000 - chosen by management) Welcome to Ethos (all new staff) Bobs 5K Award (presented with AED5,000 - chosen by MD) Announced on very special occasions when a staff member has gone the extra mile. GB (Garbage Bin) Award - To add some humor, we have a little green garbage bin which gets passed around to staff who have inadvertently made a faux pas or whose desk has been particularly untidy.

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Human Capital Development

Middle East Business Awards 2009 Most Recommended Employer Dubai SME100 Number 1 in Human Capital Development

Engaged staff go the extra mile for the business

9th anniversary celebration next month Launch of Tamayoz Initiative in 2012 Falcon Awards rewarding employee successes Ethos is a fun place to work Effort, commitment and success is regularly rewarded!

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Products and Services

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Start of the Journey

Mystery Shopping (in 2005)

Our USP was that a MS report would be on the Managers desk within 24 48 hours! (Competitors were reporting after 30 90 days!)

Today, we are the leading Mystery Shopping firm in the Middle East!
If you want to be the best THEN deliver the best!

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The International Customer Service Institute

www.ticsi.com

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A New approach to e-Learning from Ethos

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Customer Service E-Learning Solution

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Ethos developed solution for MOI

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Ethos Development for the MOI

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Post 2008 Global Crisis

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Ethos - 9 years on.

Ethos has been very Profitable for 7 consecutive years

Grown to 40 employees. Offices in Dubai and Abu Dhabi

Delivered solutions for highest level of Government Sales throughout the GCC Global Partners selling our products 2012 Developed the Ethos Business Transformation Plan
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Increased and Sustained Sales Revenue and PROFIT

Sales revenue increased by 35% in 2008. Sustained sales revenue every year since 2008. Nett Profit position improved year on year. Sold Orders position as of 6th January 2013 is already at 75% of the whole of 2012. Commenced our Transformation Journey to become a globally focused Dubai based business. We will launch 4 new online solutions in 2013 aimed at the global market place.
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The Future

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Transformation Plan - The Vision

2004 - 2012 www.ethos.ae (Ethos Consultancy) To be the Middle East leading "Customer Service Consultancy, Training and Measurement solutions firm. (ACHIEVED ) 2013 - 2018 www.ethosplc.com To be a leading GLOBAL company delivering leading edge "Customer Service Solutions.
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Transformation Plan

The Reasons The Vision The Revenue Products and Services

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The Reasons

Currently, 90% of our sales are to organisations within the UAE Currently, we have very little opportunity to sell our current range of products and services outside of UAE, without significant investment The local UAE market is small and limited in terms of growth potential. Turmoil within the Middle East limits our potential to grow regionally
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Ethos 2013 Solutions Stack

2013 Global Solutions 2005 Product Range

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In Summary

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Aspirations of setting up your own business?

1. Research, research and research 2. Get clients to pay on time! (or upfront!!) 3. Dont work with clients that wont pay on time! 4. Talk to your bank, OFTEN! 5. Invest in your staff! 6. Create a VISION, use it to drive your business! 7. Be Creative and Innovative! 8. Dont just focus on the UAE for your business! 9. Treat people the way you expect to be treated! 10. Many people come here and make lots of money, only a few go home having SAVED much money!!

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Contact Details

Robert.keay@ethos.ae
Tel: +971 (4) 432 9373 Fax: +971 (4) 432 9371

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