The Middle East stands as a region of immense potential and unique opportunities for professional growth. Navigating its diverse markets and intricate cultural landscapes can be a challenging yet rewarding endeavour. This is where Corina Goetz, a renowned Middle East strategist, comes into play. With a wealth of experience as a keynote speaker and advisor, Corina has dedicated her career to empowering professionals and businesses to unlock their full potential in this dynamic region.
1: What inspired you to start Star-CaT Ltd, and what was your initial vision for the company?
When I first started my company Star-CaT it was born out of necessity. I wanted more flexibility than in my 9-5 hotel job as my son was small so I took on a few consultancy contracts for hotels, specialising in getting them Middle Eastern Clients. Covid very much coincided with Saudi Arabia opening up and I started getting lots more questions on what it is like as a woman to travel and do business there. So my vision for Star-CaT developed and changed because I realised I could impact more women and help do business better. I also noticed many Saudi clients were stereotyped in Europe because people simply didn’t understand their culture and I wanted to help bring cultures closer.
2: Can you share some key strategies for building successful business relationships in the Gulf region, particularly for female entrepreneurs?
Five key things: Preparation is key – learn about the country. Build relationships – locals want to know more than career history. Don’t judge – keep an open mind. Master social media – it’s key in the Gulf. Stay connected – don’t vanish after business ends.
3: What are common misconceptions about doing business in the Gulf region, and how do you address them?
Misconceptions: Need to speak Arabic (false – many speak English), only men can do business (false – women can have unique advantages), and women have no rights (false – many women run successful businesses quietly).
4: As a female CEO working with high-net-worth clients, what unique challenges have you faced, and how have you overcome them?
Adaptability is key. From booking hotel rooms to explaining cultural terms — networking and problem-solving are essential. Having a reliable global network helps solve unique challenges smoothly.
5: What advice would you give to female digital nomads expanding into the Middle East?
Listen to experienced travellers, avoid hearsay, build networks, and use online platforms for support.
6: How does Star-CaT Ltd support companies and professionals after initial advisory phases?
Through a community called the Middle East Hub offering news updates, live Q&A sessions, and networking.
7: What is the importance of customer service in the Gulf region and how does it differ?
Customer service is increasingly vital with emerging tourism in Saudi Arabia. Young Saudis take pride in hosting, and language isn’t a barrier thanks to help like Google Translate. Hospitality is genuine, with personal invitations common.
8: How can female entrepreneurs leverage workshops and online resources to grow?
Utilise LinkedIn extensively. It’s popular among all levels including royalty and CEOs. Connections there can lead to gigs with major projects.
9: Share a success story from your clients.
Helped a client reconnect with a Saudi partner whose communication had lapsed, leading to a sales success of £80,000.
10: Future trends in the Gulf business landscape to watch for?
Digital prominence will rise. Saudi Arabia’s rapid change and emerging projects are essential to watch, with Oman and UAE maintaining roles. The Gulf is a region of opportunity for long-term success.
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