Abdulrahman Al-Sarani: The most important lessons I learned in entrepreneurship
Entrepreneurship is not taught entirely in books, because many of its lessons only emerge after trial and error, delay, pressure, and making difficult decisions.
During my journey in founding Avanti Perfumes and S&R Express , I learned that building businesses depends not only on the idea but also on the ability to persevere, understand the market, serve the customer, and turn everyday problems into systems and opportunities for growth.
These are the most important lessons that changed the way I build businesses.
1. Getting started doesn't require perfect conditions.
Many people postpone their projects because they are waiting for more capital, more experience, or better timing.
But the truth is, the perfect start doesn't come.
I didn't start with all the possibilities, and I didn't have all the answers, but I started with what I had, and then I learned along the way.
The most important thing you need to start with is:
- A clear decision.
- Readiness to learn.
- Endurance.
- Ongoing daily implementation.
Experience comes after the beginning, and is not a prerequisite for it.
2. Poor results do not mean the idea has failed.
There were long periods when sales were not at the required level, and it was easy to consider the project unsuccessful.
But low sales don't always mean the product is bad; the problem could be:
- How the product is presented.
- Pricing.
- The announcement.
- Customer trust.
- Store experience.
- Content quality.
- Reaching the right audience.
I learned to look for the cause of the problem before judging the entire project.
3. The customer does not just buy the product.
In e-commerce, more than one store may have the same product, but the customer chooses the store that gives him the best experience.
The customer also buys:
- trust.
- Speed of response.
- Clarity of information.
- Packaging quality.
- Easy payment.
- Adherence to the delivery date.
- Professional after-sales service.
Therefore, building a customer experience is more important than focusing solely on quick sales.
4. Sales do not equate to profitability.
One of the mistakes that many business owners make is believing that high sales mean that the project is financially successful.
The project might sell for large sums, but it loses money because:
- The cost of advertising has increased.
- Uncalculated discounts.
- Payment fees.
- Shipping costs.
- Returns.
- Storage.
- Operating expenses.
I learned to monitor net profit and cash flow, not just sales figures.
A strong project is not the one that sells the most, but the one that knows where to win and where to lose.
5. Don't build a project that depends on you for everything.
At the beginning of the project, the founder often does all the tasks himself, from marketing and customer service to shipping and accounting.
But continuing with this approach prevents the project from growing.
Therefore, repetitive tasks should be converted to:
- Clear procedures.
- Digital systems.
- Ready-made templates.
- Specific responsibilities.
- Performance reports.
- Operations that can be delegated.
A real project should continue to operate even when the founder is not present for every detail.
6. Recurring problems require a system
If the problem recurs, it is not enough to solve it separately each time.
When customer inquiries become frequent, we need organized responses. When shipping problems recur, we need a tracking and status update system. When data errors become frequent, we need a standardized form for entering shipment information.
Every recurring problem is a sign that a system needs to be built to prevent it from happening again.
This idea was one of the main reasons that prompted me to develop more organized solutions in the S&R Express business.
7. Do not expand before adjusting the operating settings.
Expansion sounds appealing, but it can become a burden if internal processes are not ready.
Before entering a new market or welcoming a larger number of customers, it is necessary to ensure that:
- Operational capacity.
- Price transparency.
- Supplier quality.
- Liquidity is available.
- Customer service capabilities.
- Having an accounting and monitoring system.
- Clear shipping and delivery procedures.
Unregulated growth may multiply problems instead of multiplying profits.
8. Choosing the right partner is more important than getting the cheapest price.
In trade and shipping, a low price is not always the best decision.
Dealing with an unreliable entity may lead to:
- Order delays.
- Lost shipments.
- Product damage.
- Customer loss.
- Surprise fees.
- Customs problems.
I learned to look for a partner who offers real value, clarity, commitment, and problem-solving abilities, not just the lowest price.
9. Reputation is a business asset
Building a reputation can take years, while it can be affected by a single unprofessional act.
Therefore, commitment to the customer, clarity when a problem occurs, and taking responsibility are just as important as the quality of the product itself.
The customer may understand delays, but he does not understand being ignored or having dishonest promises.
A good reputation reduces marketing costs, brings recommendations, and increases partner confidence.
10. Content is a long-term investment.
Advertising may bring quick results, but it stops when the budget stops.
Good content, on the other hand, continues to attract customers, build trust, and appear in search results for a long time.
That's why I've come to believe in the importance of:
- Writing articles.
- Sharing experiences.
- Spreading knowledge.
- Building personal presence.
- Improving visibility on Google.
- Providing content that answers customer questions.
Content doesn't just sell, it builds a name, reputation, and market position.
11. A slow decision may be more costly than a wrong decision.
The goal is not to make arbitrary decisions, but waiting too long can lead to missed opportunities.
In many cases, a well-thought-out decision can be made, and then the result can be measured and adjusted.
I learned that the best way is:
- Gathering basic information.
- Identifying risks.
- Making a decision.
- Monitoring the results.
- Edit quickly.
A deliberate movement is better than constant hesitation.
12. Success requires patience and discipline.
Success doesn't always happen because of one big step, but often as a result of small steps repeated over a long period of time.
Continuing to develop the store, improve service, respond to customers, review numbers, and build relationships may not have an immediate impact, but it makes a big difference over time.
I learned that discipline is more important than temporary enthusiasm.
Enthusiasm starts a project, but commitment is what builds it.
13. Failure is not the end of the project.
Some experiments fail, some advertising campaigns lose money, some products do not meet the expected demand, and some partnerships do not last.
But every experience provides information that helps in making a better decision later.
The real failure is not in losing an experience, but in repeating the mistake without learning.
A successful entrepreneur does not avoid all mistakes, but learns from them quickly and does not allow them to be repeated in the same way.
14. Don't compare your beginning to the end of others.
Social media showcases achievements, but it doesn't always show the years that preceded them.
Comparing a project in its early stages to a company that has been operating for years leads to frustration and poor decision-making.
It is best to compare your project's performance today with its performance three to six months ago:
- Have sales increased?
- Has the service improved?
- Have the errors decreased?
- Have the processes become faster?
- Has the percentage of returning customers increased?
The correct comparison is with your own progress.
15. The project must solve a real problem.
The best projects are not just those with the most beautiful name or design, but those that solve a clear problem for the client.
At S&R Express , the problem was clear: many traders were having difficulty with international shipping, especially shipping perfumes and goods that required special procedures.
Hence, the core value became reducing complexity and providing clearer, more professional shipping and customs clearance solutions.
The more real the problem is, and the more clearly the service solves it, the greater the chances of the project's success.
What has changed in the way I think?
Initially, the main focus was on selling.
Today, I focus on building:
- A trusted brand.
- A scalable operating system.
- A unique customer experience.
- Long-term partnerships.
- Strong digital presence.
- Services that solve real problems.
The goal is no longer to close a single deal, but to build a project that lasts, grows, and makes an impact.
My message to every entrepreneur
Don't expect to be 100% ready, because that day may never come.
Start with what you can, then learn, develop, and correct your course.
Don't let slow results make you stop, and don't let early success make you rush.
Build your project step by step, respect the customer, monitor your numbers, develop your systems, and be prepared to take responsibility for your decisions.
The entrepreneurial journey is not an easy path, but it has the potential to completely change your life, your way of thinking, and your future.
From Saudi Arabia to the whole world, we convey ambition before we convey goods.