Now We Build

Ep 24 - Nelio Leone on being part of the founding team at Careem, why Careem's culture allowed it to win, and how startups should think about growth in 2025.

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In this conversation, Nelio shares his journey from corporate life at L'Oreal to the startup ecosystem with Careem. He discusses the insights gained from understanding consumer behavior in emerging markets, the challenges of building a brand in a new market, and the innovative strategies that led to Careem's growth. Nelio emphasizes the importance of a culture that allows for experimentation and learning from failures, as well as the significance of maintaining brand consistency while scaling across different regions.


Keywords


growth, marketing, startups, Careem, brand strategy, consumer behavior, digital marketing, entrepreneurship, innovation, corporate experience, Kareem, Washman, startup culture, growth strategies, customer acquisition, founder mistakes, DTC, brand building, operational excellence, team dynamics


Takeaways

  • Nelio's experience at L'Oreal provided valuable insights into consumer behavior.
  • Understanding local markets is crucial for successful product launches.
  • Digital marketing played a key role in influencing consumer decisions in Saudi Arabia.
  • The startup ecosystem in the Middle East was limited but full of potential.
  • Careem's growth was driven by a strong brand narrative and innovative marketing strategies.
  • Embracing failure as a learning opportunity fosters a culture of innovation.
  • Personalized communication can significantly impact customer retention.
  • Building a strong team with diverse backgrounds is essential for success.
  • Scaling a brand requires maintaining a consistent culture across different markets.
  • Effective hiring processes contribute to the long-term success of a startup. Building a strong company culture is essential for scaling.
  • Recognizing team fit is as important as performance.
  • Different startups require different operational approaches.
  • Customer acquisition strategies must be tailored to the product.
  • Founders often underestimate the importance of retention optimization.
  • Many founders lack a deep understanding of their market.
  • It's crucial to validate ideas through sales before building.
  • A polished product can lead to better customer retention.
  • Growth metrics can drive a startup's existence.
  • The approach to growth should align with the business model.


Sound Bites

  • "I realized that there is definitely something in this"
  • "I was ready to sort of gamble my corporate career"
  • "I really wanted to give it a shot"
  • "You were allowed to fail"
  • "It promotes innovation"
  • "It was a mix of strong vibe overall"
  • "I just want to work with you. What are you building?"
  • "Let's make laundry great again."
  • "A lot of these founders lacked fundamentals."

Chapters

00:00 The Journey Begins: Corporate Roots and Market Entry

03:03 Insights from the Ground: Understanding Consumer Behavior

06:03 The Leap to Startups: Embracing Change and Opportunity

09:02 Building a Brand: Growth Strategies at Careem

11:59 Navigating Challenges: Trust and Brand Positioning

15:01 Innovative Campaigns: Learning from Wins and Losses

21:04 Scaling Culture: Maintaining Consistency Across Markets

23:06 Building a Meaningful Culture at Kareem

27:19 Transitioning to Washman: A New Challenge

31:32 Growth Strategies and Customer Acquisition at Washman

37:49 Common Growth Mistakes Founders Make

42:14 The Importance of Selling Before Building


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Now We BuildBy Sam Marchant