Bird, a Dubai-based startup, was founded to tackle the escalating problem of marine plastic pollution. Bird distributes eco-safe straws developed and manufactured by Finnish supplier Sulpac, with distribution rights for the Gulf Cooperation Council (GCC) region. The straws are marketed primarily to high-end hotels and restaurants, with notable clients including Burj Al Arab, Caesars Palace, the Four Seasons, and St. Regis. While currently focused on straws, Bird plans to expand its portfolio to include cutlery, packaging, and other eco-friendly products in the future.

With initial traction in the high-end hotel and restaurant segment, Bird aimed to transition its one-off revenue model into a repeatable business model. The leadership sought my expertise and that of Zendog Labs to serve as an executive coach and sparring partner. My role was to help the team make strategic decisions, mediate conflicts among the founders, and assist the CEO in prioritizing tasks by identifying what to say no to.

I implemented a structured coaching framework and provided the following deliverables:

Conducted weekly 1.5-hour meetings with the executive team to address key strategic questions and challenges.

Delivered detailed weekly debriefs following our calls, summarizing key takeaways and suggesting priorities for the upcoming week.

Facilitated deeper workshops on critical areas such as "how OKRs work" and "how B2B sales works" to enhance the team's understanding and capabilities.

Through our collaboration, Bird was able to transform its initial traction into a sustainable and repeatable business model. The strategic coaching and guidance provided clarity and direction for the executive team, enabling them to make informed decisions and manage internal conflicts effectively. As a result, Bird strengthened its position in the market and set a solid foundation for future growth, expanding its eco-friendly product offerings and continuing its mission to combat marine plastic pollution.