In response to the waste-management crisis in Lebanon, Nadeera Technologies Ltd. (Nadeera) was founded in Beirut, Lebanon, in 2020 as a social enterprise. Its co-founder wanted to ensure Nadeera’s business model would be financially sustainable and scalable across the region. Despite the firm’s success in capitalizing on opportunities in Lebanon and the United Arab Emirates (UAE), in late 2024, Nadeera's co-founder faced difficult decisions related to the multi-faceted crises of Lebanon and the competition in the UAE market. Chiefly, he needed to determine whether Nadeera should prioritize the UAE market and shift focus away from Lebanon, given the latter market’s challenges, and how to leverage data and digital tools to guide Nadeera’s path forward.
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