A management consultancy built for owners in Egypt and the Gulf

Wills Business is a management consultancy based in Cairo. We work with owners and executives of mid-sized companies and family groups in Egypt, Saudi Arabia and the UAE on the decisions that carry the most money: where to grow, whether a project is worth building, how to fix operations that no longer scale, and how to run the company so it outlives its founder.

Thirty minutes. No deck. A senior consultant replies.

Why the firm exists

Owners of mid-sized companies in Egypt and the Gulf have had two options when a decision needed outside help.

The first is a global firm. The work is good, the people are senior, and the fee is set for governments and listed companies. For a family group building a factory or a founder deciding whether to enter Saudi Arabia, the fee is larger than the risk the advice is meant to reduce.

The second is a freelancer or a small firm that sells a feasibility study from a template. The fee is low. The study is not built from regional data, the model cannot be tested, and the bank's credit committee can tell. The owner pays twice: once for the study and once for the delay.

Wills Business was set up to fill the gap between the two. Senior consultants, regional data, bank-grade deliverables, and a fee sized to a mid-sized company's decision rather than a ministry's budget.

How we work

Four commitments, made in the written scope of every engagement.

Scoped in writing before we start. Every engagement has a written scope: the question we are answering, the deliverables, the people on the work from both sides, the timeline and the fee. If the question changes, the scope changes in writing and you agree it before we continue. No engagement grows quietly. No invoice arrives for work you did not approve.

Senior people do the work. The consultant who takes your scoping call leads your project, runs the interviews, builds or reviews the model, and presents to your board or lender. We do not run a pyramid where a partner sells, a manager supervises and a graduate does the work. Senior consultants, each with years in consulting or in operating roles.

Built on regional data. Market sizes, prices, costs and competitor positions in our work come from primary research in the country concerned and from regional sources, with the source of each number stated. A feasibility study for Riyadh is not a feasibility study for Cairo with the currency changed. Where we have to estimate, we say so and we show the range.

Ends with a decision, not a report. Every deliverable closes with a recommendation, the assumptions behind it, and what would have to be true for it to be wrong. If the answer is that the project should not go ahead, the report says so and the fee does not change. We are paid for the answer, not for the answer you hoped for.

The team

Wills Business is led by senior consultants with backgrounds in strategy consulting, corporate finance, industrial operations, banking and family business advisory, all of it in Egypt and the Gulf. The person who scopes your work leads it, and the team around them is sized to the project, not to a billing target.

Every engagement is led by a senior consultant. Junior support, where it is used, is for research and modelling under that consultant's direction, and is named in the scope.

The team works in Arabic and English. Family governance work and Saudi engagements are run in Arabic. UAE work is usually in English.

Where we are

Headquarters: Cairo. Contact details are on the contact page.

Gulf presence: [We have a partner office in Riyadh at address / We are represented in Dubai through a partner / We travel to Riyadh, Jeddah, Dammam, Dubai and Abu Dhabi for on-site work and run the rest remotely.] Fieldwork for market research is done in the country concerned by people who live there.

See how we work in each market: Egypt, Saudi Arabia, the UAE.

What we do not do

Knowing what a firm does not do tells you as much as its service list.

Software. We advise on ERP and system selection and we do not sell, implement or resell software. There is no licence attached to our recommendation.
Marketing. We build go-to-market strategy and we do not run campaigns, agencies or retainers.
Staffing. We design organisations and we do not recruit for them or place contractors.
Audit. We build and test financial models and we do not audit accounts or sign opinions.
Legal. We design governance and market entry and we do not draft the instruments or give legal advice. Your counsel does that, with our recommendation in hand.

Where one of these is needed, we say so and, if asked, we introduce a firm we trust. We take no fee from that introduction.

Tell us the decision you are facing

Thirty minutes on a call. You describe the decision. We tell you honestly whether it needs outside help, what the work would involve, and what it would cost.

Thirty minutes. No deck. A senior consultant replies.