The owner comes first
A business is part of someone’s life, not separate from it. We start with what the owner wants from theirs, and build the business to serve that.
About Tawlé
Built for the people who kept their businesses alive
Tawlé is a business optimisation consultancy from Beirut. We work with founders across the MENA region and beyond, putting businesses in order from the inside out: the strategy, the systems, the operations and the people running them.
Start with a Blueprint- 2024founded in Beirut
- 50+businesses assessed
- 5regions: GCC, MENA, Europe, North America, Africa
- 3languages: English, French, Arabic
Why Tawlé exists
There is a whole group of business owners nobody talks to. They built real businesses through hard work, kept them running through years that would have closed most companies, and never had the tools or the time to modernise, optimise or scale. They are the backbone of every economy in this region.
The advice they get is either generic, overpriced, or written for a different market. So they keep going on instinct, and the business keeps depending on them for everything.
Tawlé exists to change that: practical strategy, clear systems, and a way of working that respects the owner’s story and goals.
How we work
Four things we don’t compromise on
Numbers before opinions
Every recommendation comes with the evidence. Your records, your market, your capacity. No industry trends dressed up as strategy.
Practical or nothing
You don’t need another document. You need the price list, the process, the template, and the order to do it in. That is what we hand over.
Built to hold
In this region, the next shock is a matter of when. We build businesses that stand on structure, not on the owner’s good days.
The team
The people behind the work
Eight people across strategy, editing, design, marketing and automation. Three things about each of us, because you should know who you’re working with.
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Zina Malas
Founder
- Hyperfixates on the same meal for weeks
- Cannot function without journaling and four coffees
- Has ended up working in warehouses more often than she’d like
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Lynn Malas
Senior Consultant
- Turns simple questions into a 17-tab deep investigation
- Will spend longer choosing what to watch than actually watching it
- Notices the tiny details everyone else somehow missed
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Kiryl Irani
Business Development Executive
- Hunts invasive lionfish, and makes recycling a routine at home
- Keeps a bike on campus and rides it down the 300m hill into Byblos for groceries
- Loves dancing, and will take almost any excuse to
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Nour El Dandachi
AI & Automation Specialist
- Reads constantly
- Writes whenever there is time
- Crochets in between
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Haneen El Nakouzi
Senior Editor
- Is convinced people only pretend not to like pickles
- Will argue that Marvel movies are better than Nolan’s
- Dogs > cats. Not up for discussion
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Thea Akl
Junior Editor
Three things about them, coming soon.
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Norin Ansari
Graphic Designer
- Spends her free time with animals
- Will always make time for a good movie
- Tries new food wherever she can
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Mohammad Fakhreddine
Marketing Coordinator
- Always hunting for a new coffee or matcha spot. Finding good places is part of the job now
- Believes there’s content in almost everything, so he’s always noticing, filming, or turning something random into an idea
- Usually filming, editing, planning the next idea, or wondering why he said yes to another project. It always works out
A note from the founder
Every one of these businesses can work.
I started Tawlé because I kept meeting the same person: an owner carrying decades of responsibility, working nonstop, and still not seeing growth. Never for lack of effort. Always for lack of structure.
Every owner deserves a setup that brings stability, income, and some pride back. That is what we build, with you rather than for you. You shouldn’t have to choose between surviving and succeeding.
Work with usWhat they’re saying
From the people we’ve worked with
“Tawlé’s approach is consistently superior to anything we have experienced in our past twenty-five years in business. Our only regret is not having it available to us earlier.”
“She takes time to understand the business and the people behind the business, never approaching with pre-conceived notions. Each problem, solution or project is tailor-made.”
“Zina really took the time to understand the essence of my brand, the vision behind it, and what needed to happen to bring it all together.”
“Zina was instrumental in aligning our business and moving us in the right direction - from pre-revenue to revenue-generating - with fresh ideas and strong execution.”
“A special thanks to Zina, who was extremely professional, helpful, and always available to guide us throughout the process.”
“Professional, knowledgeable, and responsive throughout the process. They provided valuable insights and effective strategies.”
Want to see how we think? Start with a Blueprint.
Ten days, $500, fully refundable. Or write to us and we’ll take it from there.