Though the use of ERP solutions has increased over the years, the solutions offered today are highly lacking in the specialization. In order to cater to more and more business verticals, most ERP solutions have lost their ‘niche’ edge, becoming generic. However, one organization that has gone against the trend is Business DNA. What separates Business DNA (BusinessCore) from its competitors is the attention to detail it offers and the integrated ERP modules it offers with shared resources.
Over the past years, the software development company has made a name for itself in creating highly specialized automation and management solutions for key business verticals, garnering worldwide acclaim.
We are fortunate to have interviewed Mr. Tarek El Goweiny, the CEO and co-founder of Business DNA, and learn about his mission, vision, and journey so far.
In Conversation with Mr. Tarek El Goweiny, CEO and Co-Founder at Business DNA
Here is an excerpt from the interview:
Please tell us your success mantra? Anything that you have followed that has personally helped you in your journey?
Change is the only constant in life. Talking about the business environment, we experience change everywhere, be it the customer expectations, buying behavior, economic dynamics, market entries, and new rules and regulations.
We, at Business DNA, strongly believe that you will get left behind in the race if you are not equipped to deal with change proactively. Remaining dynamic and responding to change is what has led to our success and helped us outperform our competitors.
How has Business DNA equipped itself to deal with the Covid-19 situation better?
In simple terms, we were ready for uncertainties that could come at any given moment. As an organization, we were already working on the concept of digital transformation before the pandemic. When COVID-19 happened worldwide, we just accelerated the pace of what we were doing – we didn’t reinvent the wheel!
The major aspect that affected the business of a lot of companies is the cash flows. Again, the new-age companies are focusing too much on the top line or revenue, while the mid-sized companies are thinking about their bottom-line. Business DNA tackled the COVID-19 situation by handling cash flows carefully so that we never delayed to and fro payments to our suppliers and clients. As a result, the whole cash cycle was healthy enough to not get affected by the pandemic due to our change management approach.
We, at Business DNA always have a forward-looking outlook and we monitor the future. For example, we were monitoring the growth of the eCommerce market and knew that it had not yet saturated the market. Hence, as a company, we were able to provide our clients with just the solutions they required with valuable features such as live streaming inventory for better productivity and bottom-line results.
Our readers are keen to know what prompted you to create Business DNA? Tell us about your journey so far.
The main reasons that prompted the creation of Business DNA are the loopholes in the market, shortcomings in existing IT infrastructure, and the suffering of clients. Many of our customers found that they were not able to find solutions that catered to their business requirements and also found the existing options expensive. Hence we decided to develop a platform based on the client’s perspective and what the market required.
Since there is a shortage in supply of cross-platform ERP management platforms, clients need an integrated solution. For example, till today people have confusion if CRM is a part of ERP or a separate module. We ensure that all aspects of CRM are handled through our comprehensive platform that includes email marketing, performance management, customer history, previous transactions, and data analytics. Business DNA also ensures that IT solutions are affordably priced so that they can accommodate them within their budget easily.
Firstly, we would like to highlight that everybody is developing E-commerce service platforms and working with aggregators; however, nobody is thinking of back-office support and live streaming of data.
That is what we are focusing on right now, especially the transportation, fleet management, inventory live streamlining, and payment gateways. Most companies are working on the front-office operations; however, not many focus on the back office, and that is where Business DNA is making a difference. We are trying to close the gap or bridge between the front and back office to provide fast and efficient service.
Mobility and the Internet of Things (IoT) are two other areas where we are making heavy advancements. For example, the fleet management system runs on IoT; hence you can easily track the speed, route, and driver behavior to ensure optimization of operations. Data analytics and artificial intelligence-enabled technologies are also used extensively to enhance the value addition of our products and services for clients.
Where do you see Business DNA in the next 5 years?
Again, our vision is very simple. We aim to be the local number one software developer in the UAE market. Another major goal is to be the preferred service provider for small and medium enterprises and startups. Our focus is to create awareness that IT is no longer an investment; rather it is an operational cost that can drive efficiency through cloud-based platforms that are scalable.
Which features are the most valuable in BusinessCore?
The most significant feature is 360-degree integration between all the modules. Our main focus is developing BusinessCore – a management platform that includes all the possible modules to streamline business processes through real-time data availability, AI-powered tools, and analytics.
This enhances mobility, accessibility, and scalability in all business operations to increase bottom-line results. We are now trying to look at the business from the clients’ perspective and develop new innovations that serve their end objectives.
Are there any ideological principles that your organization follows to maintain the brand value?
As I mentioned before, our major ideological principle is pushing small and medium-sized businesses or startups to use an IT solution instead of depending on spreadsheets or standalone tools. We aim to achieve this by changing the mindset that IT is an investment and promote it as an operational cost.
What is your advice to young entrepreneurs?
It is important for young entrepreneurs to set objectives and pay the price for these objectives. They need to keep the time factor in mind; hence it is important for them to focus on efficiency and speed in all business activities. This would be the golden key to success, in my opinion.
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