I'm Doaa Aref. Twenty years running operations across Cairo, Riyadh and Dubai. Under Runbase I work with founders three ways: rebuild the operation, hand you the kits, or sit beside you every month.
Runbase is how I package the work: the advisory, the kits, and the monthly seat beside you. Pick the one that matches the problem in front of you.
Your operations rebuilt from the inside: SOPs, SLAs, clear owners and a weekly rhythm your team runs without you.
Ready-made operating kits as single files or bundles. Download, fill in your details, run it the same day.
Me beside you every month. Fixed hours, agreed deliverables, direct access between calls.
You bring the chaos: the tasks only you know how to do, the handovers that keep breaking, the team waiting on your reply to move. I map it, write it down, assign an owner to every piece and set the cadence around it. You finish with an operating system your team runs while you're in a board meeting — not a folder of documents nobody opens.
Editable templates, checklists, dashboards and playbooks — built for small teams in the Gulf. Take a single file for the problem in front of you, a bundle when a whole area needs fixing, or the full library when you're setting the company up properly. No call needed, no scoping, no waiting.
Not a coach, and not a consultant writing reports. A second set of hands on the hard calls: the pricing decision, the hire who isn't working out, the investor update, the quarter that isn't landing. We agree the hours and the outputs at the start of the month, and you have direct access in between — so the decision doesn't wait a week for a scheduled call.
Six bundles, each one a complete answer to a single problem. Every bundle is also sold as separate files if you only need one piece — see the full library.
The core procedures every small company needs, written and ready to edit.
Scorecards, interview scripts, offer templates and a 30-day onboarding plan.
A working sheet with the numbers that matter, and the weekly review around them.
Agendas, decision logs and the cadence that stops meetings turning into fog.
Response times, escalation paths and customer-facing commitments you can hold.
Every file in the library, plus everything released after you buy.
I look at what's actually breaking before anyone talks scope. If a kit solves it, I'll tell you to buy the kit.
Within days: what to fix, in what order, who owns it, and exactly what you get at the end.
Systems installed, team trained, kits in their hands. The playbook lives with you, not in my drawer.
No agency, no account manager, no junior rewriting your notes. You work directly with the person doing the work — and that person has run companies, not just advised them.
Twenty years building and running companies across Cairo, Riyadh and Dubai — pharma, healthtech, e-commerce, marketplaces. The same failure kept showing up: strong founders with no operating system underneath them.
Advice alone never fixed it. What worked was unglamorous: write the thing down, give it an owner, set the cadence, and leave behind something the team can run on a bad week.
That work, productized three ways: the advisory when it needs rebuilding, the kits when you just need the file, and the monthly seat when you need someone beside you.
The five questions I get asked before every engagement. If yours is not here, send it — I answer them myself.
Ask me yours →Yes — that's the point of the library. Each file is self-contained: an editable document, a filled example and a short walkthrough. Most people start there and only book a call when the problem turns out to be bigger than a template.
A single file fixes one thing — a decision log, an SLA sheet. A bundle is every file needed to fix a whole area, like hiring or reporting, in one download. If you need more than two files from the same bundle, the bundle is the better buy.
I work beside you for a set number of hours each month, with agreed deliverables. You keep the title and the decisions; you just stop making them alone.
Both, but differently. Early-stage teams usually need the kits and a light Ops in a Box. Established companies usually need the operations rebuilt and someone holding the rhythm while it beds in.
Advisory and retainer work depends on scope, so it's quoted after the first call. The call itself is free and there's no obligation after it.
Bring the messiest part of your operation. We'll map it together on a free 30-minute call — no deck, no pitch.