Careem, the region’s leading ride-hailing app, provided unique insight into the company’s customer, colleague and Captain-centric culture and its clear focus on human development at the recent Rise Up Summit on December 1-3 in Cairo. As main partners of the event, Careem also participated heavily in the entrepreneurship forum, with high-profile speaking opportunities for Muddasir Sheikha, Careem Co-founder, Zach Finkelstein, Vice President of Corporate Development, and Ramy Kato, Managing Director at Careem Egypt.
On day one of the Summit, Muddasir Sheikha, Careem Co-founder, was highlighted as the first fireside chat of the event, speaking one-on-one with Chris Shroeder, CEO, investor and author, about navigating business as an entrepreneur in the region, the importance of human capital, particularly for a business like Careem, and the culture within the organization with perspective on what it means to be culture fit when seeking Captains. The conversation wrapped up with questions related to being a regional player with global competition, and the importance of investment in employment for Careem in terms of Captains, call centers and R&D in Egypt and across the region.
Careem aims to empower the most dynamic talent pool from the region and beyond as we try to build an awesome institution that inspires, said Muddasir Sheikha, Careem Co-founder. That human-centric approach doesn’t just happen naturally; it needs to be nurtured, guided and groomed. Our vibrant workplace culture celebrates creativity, diversity and out-of-the-box thinking is combined with a focus on significant investment in our Captains and team, in innovation and the development of the transportation sectors in which we operate. The culture in an organization is the foundation upon which you succeed or you don’t.
Ramy Kato, Managing Director at Careem Egypt, took part in a dynamic panel discussion on the second day of the Summit entitled Execution is Key: Human-Centric Ops which focused on growing human-centric operations through tech. Kato and his fellow panelists Abeer Elsisi, Co-founder at Elves, Ahmed Sobhy, Private Equity at Ezdehar Management, Idriss Al Rifai, Co-founder at Fetchr, and Waleed Abdelrahman, CEO at Mumm, tackled a broad range of topics related to human capital and tech, how they each juggle startup culture, customer satisfaction, and human experience within and outside their organizations.
Careem is the largest mover of people in Egypt, investing heavily in the creation of jobs and training as we believe people are the most important asset to any organization, said Ramy Kato, Managing Director at Careem Egypt. Execution is absolutely key to human-centric operations. Implementation is crucial, but it has to be done right. Focusing on turning the most pressing challenges into opportunities is where Careem has set the bar particularly high for the benefit of our Captains and customers across the region.
During the 35-minute panel session they discussed what it takes to run and manage organizations of a massive scale, especially when customer satisfaction is a paramount aspect of the business, creating a culture that makes employees feel invested in the practices and outcomes of startups and maximizes their output. They also addressed the role tech plays in an organization and whether operations can be both human-centric to employees as well as customers. If tech plays a huge role in your organizational structure, can you still run operations that remain human-centric to both employees and customers.
Careem wrapped up the third day of the Summit with Zach Finkelstein, Vice President of Corporate Development at Careem as a keynote speaker. The session discussed the key ingredients to successfully scaling startups.
Scaling a startup takes more than passion and vision. The most successful founders I’ve known are deeply focused on building a product that the market needs and cultivating the talent to help them to achieve that vision, said Zach Finkelstein, Vice President of Corporate Development at Careem. According to founders, the most common reason for startup failure is product/market fit. Data shows that top performers tend to outperform average performers by 5-10x. So combining talent with a product-centric culture is key to success. Careem is a company that cares deeply about building a scalable product to help the people of this region achieve their potential. We have brought talent together from dozens of countries—including Egypt, of course—to realize this.
The Rise Up Summit is a three-day, one-stop-shop, entrepreneurship marathon bringing together thought leaders, media mavens, tech-legends and power player investors gather to share their experience, support and invest in the Middle East and Africa’s flourishing entrepreneurial ecosystem. The event features workshops, inspiring talks, and panel discussions to startup stations, pitch competitions, and networking platforms with industry experts.
Since its inception in July 2012, Careem has delivered a safe and comfortable ride to over 10 million users across the region, and the company currently serves the needs of customers in more than 80 cities in 11 countries.