Emerging-market companies that evolve into world-class businesses begin by capitalizing on their knowledge of local markets. They understand the idiosyncratic needs and tastes of their customers, and they build their business around distinctive national characteristics. The Rumman Company, founded in Jeddah in 2007 by Enas Hashani, has all the world-class ingredients. The company has targeted the vast, information-starved youth market of Jeddah as well as the legions of tourists that annually flow into the city. Their business strategy is not to just serve these markets but to lead them.

The strategy is implemented through two rapidly developing media: Destination Jeddah, an English-language magazine that provides tourists with a comprehensive guide to Jeddah's physical and cultural world; and Fainak.com, an interactive Web site aimed at the city's young people that both provides information and sponsors local events.

"We want to reach out to the community and generate a spirit of volunteerism in the youth, and we do it in an appropriate manner according to our culture," explains Maria Hashemi, Enas's daughter, who, at age 20, plays a leadership role in the company and is deeply connected to Jeddah's youth culture.

The combination of outreach and market leadership also extends to the growing tourist market. Jeddah historically has served as the gateway for millions of religious pilgrims who annually visit the holy city of Mecca. But in recent years, Jeddah has become a destination for tourists who come to city for its cosmopolitan culture and the natural beauty of the Red Sea port.

With Destination Jeddah, says Enas, "We want to give visitors a taste of the city from the perspective of a local mind." Destination's employees are city natives who are able to explore beyond the traditional tourist routes into the sights, sounds and events that Jeddah residents enjoy. "We tell them about out-of-the-way restaurants and high-quality but little known hotels and give advice about what to do in the city," she explains. "When tourists go to Paris, they want to know where the locals go, where the best baguettes are and which café serves the best coffee. That's what we write about in Destination Jeddah."

Enas estimates that young people comprise roughly 70 percent of the population yet their presence has been largely ignored. Fainak.com has united and energized the youth cohort by becoming the go-to source for information about events as well as providing opportunities to socialize. In addition, Fainak.com sponsors its own events designed to promote and inspire youth to discover and showcase their abilities and potential. Recently, Fainak.com organized a talent show. Eighteen acts were scheduled to perform (100 auditioned for the chance), including bands, singers, comedians and poets. Unfortunately, government concerns forced cancellation of the event at the last minute.

The goal is to create a culture of "Yes," which, as Enas explains, tells young people, "There is nothing that can stop you.  You can always go forward.  Always say yes and you can move on and be better."

Fainak.com has another competitive advantage: It's fun. "It's a new company, and it is fun,"says Maria.  "That's what attracts you.  It's what attracts people my age."
With 15 part-time employees, all young, and a youth-oriented focus, Fainak.com has attracted a large loyal following. Growing activity on the site, in turn, has captured the attention of advertisers. And that's the idea. Fainak.com's message to potential advertisers is convincing, increasingly so as its on-line community grows. "We are accessible," Enas explains to advertisers. "We listen to your needs. We want to lend a hand to you in your efforts to communicate your products, services and educational, training and corporate social responsibility programs to our community." Enas estimates that in six months advertising space will be at a premium.

Fainak.com is the place to go for youth and the place to be seen for those who serve the youth market. "If anyone wants to know what's happening around the city, what's happening through events, what young people are doing, it's through Fainak, says Maria.  "All Fainak employees are young adults – college students -- twenty guys and girls, who hear of events by word-of-mouth and pass along the information on Fainek.

Destination Jeddah is also attracting advertisers' interest. Along with the continual flow of religious pilgrims, a growing number of pleasure and business travelers are coming to Jeddah, swelling the city with tourist dollars. "I think Destination came at the perfect time," says Enas. "The economy of the city is expanding with the Kingdom's encouragement. The government is making it much easier to visit than it was before. People are coming from all over the world."

As with any business, Rumman (which in Arabic means pomegranate) has had to overcome obstacles. According to Enas, however, being a woman-owned company is not one of them. It has not been a problem, she says, "because I think we are appreciated very much, and we are encouraged by media and by the government. Actually, by everyone. When they see that we are women, they just try to accommodate and support us as much as they can."

Although the future is not easy to see this early in the company's development, nevertheless,  Enas has high aspirations. "In three or four years, I think our market will be the entire Middle East and into North Africa."

The Rumman Company featured the Saudi Fast Growth 100 'Companies to Watch' List
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