Arab Finance: In a rapidly evolving economic landscape, consulting firms play an increasingly critical role in Egypt's growth and development. Arab Finance sits down with Dalia Wahba, Chairperson of CID Consulting, a key player in the sector since 1995. As the company gears up to celebrate its 30^th Anniversary this year , this interview offers a unique perspective on the opportunities and challenges facing the consulting industry in Egypt today, as well as CID Consulting’s success through impactful projects and strategic partnerships.

1-CID Consulting has been a prominent player in the Egyptian consulting sector since 1995. What is the driving vision behind CID Consulting, and how has it evolved over the years?

The vision behind CID Consulting has always been rooted in our aspiration to foster Egypt’s economic growth while promoting social inclusion and development. When we founded CID Consulting 30 years ago, our primary goal was to achieve this by leveraging the intellectual capital of local talent. We recognized the strength of local expertise and sought to capitalize on it, while also acknowledging that continuous learning as key to remaining relevant.

At the same time, we identified a significant gap in partnerships between the private and public sectors. By establishing CID Consulting, we aimed to bridge this gap, fostering collaboration between these sectors to drive growth and implement impactful projects.

In 1995, CID Consulting began with two practice areas: Marketing and Communications and Environmental Consulting. Three decades later, we now have expanded to five practice areas: Strategy, Marketing and Communications, Sustainability and Social Impact, and Organizational and People Transformation. They are all integrated with a robust Project Management and Implementation practice.

2-How does CID Consulting differentiate itself from other consulting firms in Egypt and the region? What is your key competitive advantage?

Creating impact is one of our core drivers. We go beyond strategy by placing equal emphasis on designing initiatives and ensuring their effective implementation. We view our clients as partners, striving to provide them with comprehensive support and guidance throughout their journey.

A key differentiator for CID Consulting is our cross-disciplinary approach. We integrate expertise from various practice areas to deliver holistic consulting services that address real-world needs and challenges. This approach spans diverse sectors, including sustainable tourism, cultural heritage, financial services, energy, and agriculture among others.

For instance, we collaborated with a leading development organization on a cultural heritage tourism project. While project management led the effort, it also drew on expertise in organizational development, social impact, and communication to ensure comprehensive results.

Another example is DORNA, a reverse credit system designed by CID Consulting for Nestlé Egypt in partnership with PepsiCo and Al Ahram Beverages. DORNA promotes sustainability by enhancing the recovery and recycling of post-consumer plastic (PET) packaging in Egypt.

The project was spearheaded by our Sustainability and Social Impact practice but also involved significant contributions from our Marketing and Communications team. They developed branding for the system, planned communication activities for its launch, and raised ongoing awareness.

3-CID Consulting has worked on several impactful projects, such as the Girls Improved Learning Outcomes (GILO) project and the Suez Canal Economic Zone masterplan. How have these projects shaped CID’s reputation?

Over the years, CID Consulting has been involved in numerous national flagship projects that focus on driving large-scale impact across various sectors. The GILO project aimed to improve learning outcomes for girls, particularly reading skills, and included the development of an assessment tool adopted nationwide by Egypt’s Ministry of Education and Technical Education.

Meanwhile, the Suez Canal Economic Zone masterplan focused on social and environmental impact assessments, investment promotion, and branding the zone as a hub for international trade.

By contributing to large-scale national projects like GILO and the SCZone masterplan—as well as others such as social  and community investment engagement for Benban Solar Park or communications for the Ministry of Petroleum’s Modernization Program—we have established ourselves as a consulting firm and a partner of choice.

Additionally, CID Consulting has continually innovated and evolved to remain relevant in a rapidly changing world. This adaptability has allowed us to grow our talent pool and refine our methodologies, ensuring we meet client expectations while navigating global challenges. These efforts have been instrumental in building CID’s reputation for excellence and impactful consulting.

4-What role do partnerships with organizations like EBRD, EU, National Bank of Egypt, and others play in achieving CID’s mission?

Partnerships with organizations such as the European Bank for Reconstruction and Development (EBRD), the European Union (EU), and the National Bank of Egypt (NBE) play a vital role in advancing CID Consulting’s mission. These partnerships help provide resources and opportunities to drive impactful changes across various sectors. These collaborations enable us to implement projects that align with our vision of fostering Egypt’s economic growth.

For example, our partnership with NBE supported small and medium enterprises (SMEs) by offering non-financial services to promote their growth and expansion. Similarly, our 25-year collaboration with the EU includes significant projects in private sector development, export promotion, and vocational training. These efforts have helped transform curricula to meet dynamic private sector demands and reskill the workforce to enhance employability.

Currently, we are working with the EU to increase visibility for its cooperation projects in Egypt. These initiatives span diverse areas such as infrastructure, water conservation, women’s empowerment, and cultural heritage. Through engagements like these, CID Consulting supports private sector growth by promoting scalability and market expansion while fostering investment and human development in collaboration with government entities.

5-CID Consulting operates across diverse sectors like education, financial inclusion, logistics, and social impact. Which sectors are currently seeing the most growth or demand in Egypt, and why?

Several sectors are experiencing significant growth in Egypt. Education and Technical and Vocational Education and Training (TVET) remain key areas of focus, with efforts aimed at raising awareness and promoting private sector engagement within TVET. Additionally, there is a strong emphasis on agribusiness and modernizing agriculture to enhance food security and address climate change through social behavioral change initiatives.

Sustainability, social impact, and social inclusion are also gaining traction, particularly under the framework of Egypt Vision 2030 and its sustainable development goals. On the private sector front, the clean and renewable energy sector is on the rise, alongside fintech, which has experienced rapid growth over the past few years.

6-How does CID measure success for its clients? Could you share examples of measurable outcomes achieved through your consulting services?

CID Consulting measures success based on the specific project requirements, using both quantitative and qualitative metrics. For private sector clients, we assess impact across various streams by strategizing, designing, and implementing solutions that accompany clients throughout their transformation journey.

Success is evaluated through economic metrics, such as return on investment (ROI) reflected in business performance. It is also evaluated by human development and organizational transformation, where ROI is evident in employment growth, talent development, and scalability. We closely monitor how business performance improves and observe professional growth and its impact on lives.

For public sector entities, success is measured by increased efficiency, modernization, and expanded reach to the different targeted communities. Metrics also include the quality of services provided to citizens and successful partnerships established with the private sector.

7-Financial performance is a critical aspect of any consulting firm. How has CID managed to sustain growth while delivering high-impact results for clients?

Delivering high-impact results for clients naturally contributes to growth. For CID Consulting, growth encompasses both financial performance and team development, which are interdependent.

A strong team is essential for achieving financial stability and growth, and vice versa. While setbacks and challenges arise, they provide valuable learning opportunities. As our projects and networks expanded, and we became involved in large-scale, multi-stakeholder initiatives with broader impact, CID Consulting’s growth accelerated accordingly.

8-As a female leader, what challenges have you faced, and how have you overcome them?

Entering a leadership role at a young age in a male-dominated industry presented both challenges and opportunities for growth. Over the past 30 years, I have learned the importance of adapting my communication style to build respect and stay grounded in interactions with industry peers, clients, as well as partners. This was crucial in establishing credibility when I was less known.

Throughout my career, I have focused on seizing opportunities for professional development and staying committed to business performance and growth. This has been particularly important during market downturns, where expanding networks and reaching new markets have been vital. I have also learned to focus on the business aspects rather than letting gender become a distraction.

Another significant challenge was integrating team members from different cultural backgrounds. We have worked to align them with our values by fostering a growth mindset and ensuring they feel safe sharing their opinions. While this approach often leads to remarkable growth, it does not always succeed. As a leader, one of the most difficult lessons is learning to let go when some individuals are not ready to adapt to our culture.

9-The consulting sector plays a vital role in shaping Egypt’s economic landscape. What do you see as the biggest opportunities and challenges for consulting firms operating in Egypt today?

Egypt offers numerous opportunities for consulting firms due to its growing and evolving market. As the country advances toward achieving its socio-economic development and sustainability goals, various sectors are witnessing significant activity. This presents a fertile ground for consulting services to contribute to these efforts.

However, the Egyptian economy currently faces volatility, posing challenges for consulting firms and other entities. Despite this, the government's economic team is actively promoting private sector growth and investment, which requires substantial transformation in the public sector and scaling up in the private sector. Forming strategic partnerships during this transformation will unlock valuable opportunities. Egypt has a lot of qualified talents with significant global experience who can bring great value in helping local companies reach new levels. Overall, consulting is considered a key competency to help clients and entities transform and further push their growth.

10-Finally, what are CID Consulting’s strategic priorities for the next five years? Are there any new sectors or regions you plan to expand into?

CID Consulting is committed to continuously innovating its services to remain relevant and adaptable in a rapidly changing world. The consulting sector is experiencing significant disruption due to technological integration, which offers opportunities to enhance efficiency and innovation in serving clients more effectively.

Currently, clients are prioritizing purpose and sustainability to resonate with new generations. Building on our successful projects in Egypt, we are exploring opportunities to scale and expand across borders with various partners in different regions.

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