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Upstream of every customer problem is a business problem.We solve that one.

Digital transformation that starts with your customers, not with the technology.

What we do

Digital transformation

Digital transformation that starts with your customers, not with the technology.

01

Consultancy

We analyze what your customers do, say and buy, then trace it upstream to the decision or process behind it. You get the cause and what to do about it.

02

Systems

When the fix needs software, we build it into how the company already works. Models and tools that tackle the upstream cause, so the problem stops reaching your customers.

Example project

Client
An Orthopedic Clinic in Lebanon
Name protected by confidentiality agreement.

A digital transformation of the whole practice, taken in phases. Each phase starts with something patients were experiencing and ends inside the clinic, where the cause was.

  1. Phase 1 · Patient messages

    In build

    The problem. A patient sends a photograph and waits, in whatever order their message happened to arrive. Nobody could tell which case was urgent without opening every one, so serious problems queued behind routine questions. The delay patients felt came from how messages arrived, not from how hard the clinic was working.

    What we built. A system that receives every message, transcribes the voice notes, reads the images, summarises each case and ranks it by urgency. The doctor opens one screen and sees who to answer first. It is receive-only and cannot send anything to a patient, data is encrypted, every access is logged, and the clinic can export all of it at any time.

  2. Phase 2 · Calls

    In design

    The problem. A patient calls and nobody answers. They try a second number and reach a line nobody is watching. Whether the clinic could be reached at all depended on which of three lines a patient happened to dial, and every call that did connect landed on one secretary.

    What we are building. One queue behind all three lines, so reaching the clinic no longer depends on which number a patient happened to dial, and no call goes unanswered because it rang in the wrong place.

Who we are

Three co-founders, all specialising in business analytics, each arriving from a different field.

Charbel El-Fakhry

Co-founder

Education
MSc Business Analytics, American University of Beirut.
Experience
Built an AI-powered tender monitoring pipeline at Siren Analytics and education data pipelines at Community Systems Foundation. Data science at Eurisko.
LinkedIn, Charbel El-Fakhry, opens in a new tab

Talia Taha

Co-founder

Education
MSc Business Analytics, American University of Beirut.
Experience
Data Analyst at Merkle. Graduate program at EAC Al Yousef, Saudi Arabia. Finance internships at Difco and Bank Audi.
LinkedIn, Talia Taha, opens in a new tab

Yasmin El Souki

Co-founder

Education
MSc Business Analytics, American University of Beirut.
Experience
Data analyst at Merkle. Country Manager for AIESEC in Lebanon, leading the national entity and representing it in global governance forums, having taken it from six active members to seventy.
LinkedIn, Yasmin El Souki, opens in a new tab

Tell us what's going on.

A casual conversation, thirty minutes.