Bitnawyah approached Bitna with an exciting yet complex opportunity. Her company had developed an innovative Human Capital Management application, and she saw the Middle East as a promising market — one known for advancing HR technologies and investing heavily in workforce digitalization.

But expanding into a new region requires more than ambition.
It requires local understanding, cultural awareness, and a clear strategy.
Bitnawyah knew she needed insights that went beyond a basic market scan — she needed a partner who understood how businesses think, decide, and operate in the region.

That partner was Bitna.

We began with a full market study, identifying:

• Key pain points in talent management across different countries

• Industries most likely to adopt the solution

• The region’s digital maturity, HR trends, and technology adoption

• The difference in workforce dynamics between the Middle East and Europe

• Potential early adopters and partnership channels

Next, we analyzed how the app’s value proposition fit into this context. We realized together that the message had to shift — not because the product was wrong, but because the workforce culture in the Middle East operates on different priorities, hierarchies, and decision-making structures.

Bitna worked closely with Bitnawyah’s team to refine:

• The tone of communication, respecting business etiquette and cultural expectations

• The strategic narrative behind the product

• A localized value proposition that responded to the region’s needs

• The recommended market entry strategy (industry-first, partnership-first, or pilot-first)

• Suggested marketing approaches and positioning statements

By the end, Bitnawyah had clarity. She understood not only the potential but also how to approach the Middle Eastern market with confidence and sensitivity.

Her company is now preparing its next steps with a solid, culturally aligned strategy — one that speaks the language of the region both emotionally and professionally.