In the face of Lebanon’s ongoing socio-economic crisis, the importance of local and handmade production, sustainable food systems, and the revival of women-led initiatives has never been more urgent. The Qudwa Project, led by the Center for Women in Business at the Suliman S. Olayan School of Business (OSB), American University of Beirut (AUB), was launched to support women in vulnerable communities by equipping them with the tools needed to develop and sustain small businesses.
Aligned with the Center’s mission to position AUB as a hub for knowledge creation and dissemination around women’s advancement in business, the Qudwa Project nurtured the talents of 20 women from across Lebanon. Over eight months, these women engaged in a transformative journey of learning, mentorship, and hands-on experience—within an inclusive and empowering entrepreneurial environment.
The Qudwa Project delivered a comprehensive toolkit through five training modules, covering:
- Crafting and effectively communicating a business identity
- Legalizing and registering a startup
- E-commerce and selling products online
- Social media strategies for small businesses
- Fundamentals of finance and pricing
The program aimed to strengthen women-led startups—whether at the ideation or early growth stage—through the lens of circular economy principles, emphasizing environmental, social, and economic sustainability. It also tackled common barriers faced by small producers, especially women entrepreneurs, in marginalized areas.
By the end of the program, 20 women entrepreneurs were equipped with essential business and digital skills. Their businesses saw a significant boost in visibility, improved digital and e-commerce readiness, and the adoption of sustainable practices. Most importantly, participants reported greater confidence, stronger connections to local markets, and increased contributions to their communities’ economic resilience.
Team
Module 1: Developing and Communicating Your Brand
Insta post: https://www.instagram.com/p/DF4906VMg50/?igsh=aTlqejVkeGNqd3Nt
Instructor profile post: https://www.instagram.com/p/DFdAXAmsPcg/?igsh=ZDBqbHQxNmFpajBn
This introductory module was designed to equip participants with the foundational skills needed to build and grow a compelling brand. It was delivered by Ms. Leila Khauli—marketing expert and lecturer at the American University of Beirut. The four-day training reflected her dynamic, engaging approach and years of hands-on experience in branding.
Focusing on practical tools and real-world applications, the sessions empowered women entrepreneurs to develop a clear brand identity and communicate it effectively across various platforms.
Learning Outcomes:
By the end of the module, participants were able to:
- Define their unique value proposition in a competitive market
- Develop a cohesive brand strategy aligned with their business offerings
- Understand the importance of visual identity and ensure it reflects their brand
- Communicate their brand effectively to attract the right audience
This highly interactive module set the tone for the rest of the program, sparking confidence and strategic thinking among participants from diverse sectors, including agro-food, bakeries, and handmade crafts.
Module 2: Legalizing and Registering the Startup
Insta post: https://www.instagram.com/p/DGN5ncfsA1t/?igsh=MXF5YnpldDhhN3ViZw==
Instructor profile post: https://www.instagram.com/p/DGAYyMUsLs7/?igsh=MTI4OXFmM3ZtNDg5Mw==
This module was designed to empower women entrepreneurs with the legal knowledge and tools required to formalize their startups. It was delivered by Dr. Hania Hammoud, a legal expert with extensive experience in corporate law, intellectual property, and business regulations.
From selecting the appropriate legal structure to protecting intellectual property, the session offered essential insights to help participants build compliant, legally sound businesses that are ready to grow and scale—both locally and internationally.
Learning Outcomes:
By the end of the session, participants were able to:
- Understand key business laws, regulations, and compliance requirements
- Choose the appropriate legal structure for their business (e.g., establishment, joint stock company, cooperative)
- Evaluate the pros and cons of each legal framework in terms of liability, control, and scalability
- Learn how legalization can unlock funding opportunities and enable market expansion
- Understand intellectual property rights and the strategic importance of trademark registration
- Define clear roles in family-run businesses to promote transparency and minimize conflict
- Gain tools for mediation and conflict resolution in business settings
This module gave participants the confidence to navigate legal complexities and take concrete steps toward protecting and expanding their businesses.
Module 3: Social Media for Small Businesses
Insta post: https://www.instagram.com/p/DHGiPDnMoOE/?igsh=MTVhNjJzNzAzdHo1bw==
Instructor profile post: https://www.instagram.com/p/DGnPtuII7tI/?igsh=aTlyOWI2a2c5Z3lt
This module was designed to empower women entrepreneurs with the tools and strategies needed to effectively leverage social media to promote their businesses. It was delivered by Dr. Jessy Kfoury—lecturer at OSB and a marketing expert and digital strategist with a strong focus on social media marketing.
Through interactive and practical sessions, participants learned how to build a compelling online presence, connect with their target audience, and drive engagement and growth across digital platforms.
Learning Outcomes:
By the end of the session, participants were able to:
- Build a consistent and appealing visual brand identity across social media platforms
- Create realistic and results-driven social media plans tailored to their business goals
- Develop engaging content in various formats—text, images, and videos—optimized for different platforms and audiences
- Apply best practices in content creation, including setting, lighting, tone, and music
- Understand and interpret social media analytics to track performance and improve future campaigns
These essential skills enabled participants to confidently manage their digital presence, connect meaningfully with their audiences, and support the sustainable growth of their businesses.
Module 4: E-Commerce Essentials: Empowering Entrepreneurs for Online Selling Success
Insta post: https://www.instagram.com/p/DIjM1BFopVV/?igsh=MWE0anR1NDQzdW03bw==
Instructor profile post: https://www.instagram.com/p/DHLHUPatdRB/?igsh=MTRyamRlcWJleHludQ%3D%3D
This module was designed to equip women entrepreneurs with the foundational knowledge and practical skills needed to successfully enter and compete in the digital marketplace. It was delivered by Dr. Marwan Wahbi—Senior Lecturer of Marketing at OSB and an expert in digital business and e-commerce strategy, with extensive experience helping entrepreneurs transition into the online marketplace.
From addressing common challenges to leveraging emerging platforms, the session focused on building a strong e-commerce presence and developing a clear action plan for digital growth.
Learning Outcomes:
By the end of the session, participants were able to:
- Identify key e-commerce trends and opportunities specific to the Lebanese market
- Understand and address common online selling challenges, such as payment processing and shipping logistics
- Utilize mobile and social commerce tools to strengthen their brand and reach new audiences
- Build customer trust and deliver a seamless online shopping experience
- Apply practical strategies to launch or improve their own e-commerce platforms
Armed with new knowledge and actionable skills, participants left the module ready to embrace digital tools and expand their businesses online with confidence.
Module 5: Introduction to Finance and Pricing Techniques
Insta post: https://www.instagram.com/p/DLHW8D1sPty/?igsh=MTFmczExbjN5MDNneQ==
Instructor profile post: https://www.instagram.com/p/DI3k9LiIZX3/?igsh=MW1ua3l4bjgxajI1dA==
This module was designed to equip participants with essential financial literacy tools, empowering them to make sound financial decisions and effectively manage the financial aspects of their businesses. It was delivered by Dr. Neveen Ahmed, Visiting Assistant Professor and Director of the Business Policy to Practice initiative at OSB.
Focusing on financial planning, pricing strategies, and financial analysis, the module prepared entrepreneurs to sustain and grow their ventures with confidence.
Learning Outcomes:
By the end of the session, participants were able to:
- Understand the basics of financial planning and cash flow management
- Identify and assess cost structures to develop profitable pricing models
- Perform basic financial accounting tasks and analyze financial statements to inform decision-making
- Balance affordability and value when setting product prices
- Develop business strategies aligned with their vision, mission, and market positioning using tools like SWOT and sector analysis
This final module concluded the Qudwa journey, equipping participants with the financial knowledge and skills needed to build sustainable and profitable businesses. With these tools in hand, they are now ready to take control of their financial future—driving growth, resilience, and economic empowerment in their communities.
Guest Speakers: Real Journeys, Real Impact
As part of the Qudwa Project’s mission to empower women entrepreneurs, distinguished guest speakers were invited to share their real-world experiences, providing participants with practical insights, inspiration, and a glimpse into what’s possible when passion meets perseverance.
Joelle Al Ghoul: From Home-Based Dreams to Global Reach
Joelle Al Ghoul, a successful entrepreneur and founder of the fashion brand jujulelemonie, transformed a home-based idea into a thriving business with both local and international reach. Her journey is a powerful example of what determination, creativity, and digital savvy can achieve.
During her session with Qudwa participants, Joelle shared her personal story and valuable lessons on building a fashion brand through social media and digital marketing. Her insights included:
- Staying ahead of trends and creating products that truly resonate with your audience
- Building a strong online brand identity and meaningful customer connections
- Growing a business from home and expanding into new markets
- Harnessing collaboration and partnerships to scale effectively
Joelle’s story lit a spark of possibility in every participant, demonstrating that with vision and the right digital tools, women can build brands that cross borders and break barriers.
Dr. Jana Bou Reslan: Turning Knowledge into Impact
Dr. Jana Bou Reslan, an educator and digital entrepreneur with nearly two decades of experience, is the visionary founder of JBR Edutainment—an online platform that transforms educational content into market-ready digital products. Her deep expertise in education, media, and entrepreneurship brought tremendous value to the Qudwa Project.
In her talk, Dr. Bou Reslan revealed how women can build meaningful, purpose-driven businesses in the digital space. Her key takeaways included:
- Transforming knowledge into valuable digital products that meet real market needs
- Leveraging social media for both engagement and sales
- Staying authentic and rooted in purpose when building a brand
- Creating long-term sustainability and success in the online business world
Her inspiring journey empowered participants to reimagine how their skills and passions could translate into impactful, scalable digital ventures—turning ideas into action and content into opportunity.
