Empowering Startups to Succeed with Purpose and Care
Hi, I’m Glad to Meet You
My name is Wael Sasso, founder of SMRT Consulting. With over a decade of experience in transformation and growth - first in the corporate world and then as a startup founder - I’ve learned what it takes to build and grow a business. I’ve also made mistakes along the way, mistakes I want to help you avoid.
I work personally with every client, focusing on no more than four startups at a time. This ensures I’m fully dedicated to your success. Unlike many others, I don’t charge equity upfront — I believe in proving my value first.
At SMRT Consulting, I’ll help you with business planning, financial modeling, valuation, growth strategies, and business development. Together, we’ll turn your vision into a thriving, sustainable business.
Let’s make it happen.
Why Work with Me?
I bring both corporate expertise and the hard-earned lessons of entrepreneurship to the table. I choose the teams I want to work with, as I will not be in a place where my team and I can't add value, and I will not ask you to share your equity. I have helped 100s of people start, some made it, while many others failed. But I believe you should always try, and try smart. I learned from the many mistakes made along the way, so allow me to share those learnings with you.
Let’s work together to build a thriving, sustainable business. Your success will always be my mission.
It's a pleasure to meet you and I look forward to seeing you soon!
WAEL SASSO
MY EXPERIENCE
Some of the Projects I worked on and were tremendous learning experiences
CARLOGIK
Auto Repair Marketplace
CarLogik was born to bring transparency to the UAE’s second-hand auto repair market. Over time, we evolved to meet the needs of workshops, pivoting to develop an innovative booking tool that enables them to create professional websites with integrated live pricing systems, revolutionizing how they connect with customers.
TSSP
Manufacturing Facility
My team and I successfully managed a $140 million M&A deal in Saudi Arabia. Following the merger, I led the creation of a Strategic Planning Department, driving the transformation of the mill into a top-tier multinational company, which is now listed on the Saudi Stock Exchange.
Salfa
Entertainment Website
Salfa is a unique platform designed to bring people together through the power of storytelling. By addressing boredom and loneliness, it offers a space for meaningful conversations—whether online or in person—fostering bonds through shared stories.
Teta's Kitchen
Cloud Kitchen Concept
Teta’s Kitchen brings traditional Arabic cuisine to life, offering homemade dishes crafted with love and care. Combining authentic flavors with modern convenience, it delivers a unique dining experience that celebrates heritage and community.
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