Objectivity
The conclusion follows the data, not the client's preference. If the numbers do not support the decision, we say so and explain why.
We read the numbers before we offer an opinion
RAFD is a Saudi advisory practice for business analysis and business development. We were founded on a simple conviction: most expensive decisions in this market are made on instinct, while the data needed to make them properly is available — just unread.
Our story
It started with a question raised in every meeting
"Is this project genuinely worth it?"
We kept meeting founders across the Kingdom with clear ambition and real capability, who were nonetheless entering the market on numbers written in a hurry: a price set by feel, demand sized by impression, and operating costs half of which surface only after opening day.
RAFD exists to close precisely that gap — not to offer generic consulting, but to build the analytical layer that comes before the decision: who buys, at what price, what it costs to reach them, and what happens to the model if the most important assumption moves.
The name carries the intent: in Arabic rafd means support and provision. We support your decision with what it deserves — documented data, a financial model that survives scrutiny, and a plan your team can genuinely execute.
Mission
To equip Saudi organisations to make precise business decisions through objective analysis grounded in real market data.
Vision
To be the first reference a Saudi organisation turns to before any expansion or investment decision.
Our principle
Independence of judgement. We do not sell optimism or soften a finding to please a client — even at the cost of the engagement.
How we relate
A partnership, not a transaction. We stay past delivery to review indicators and correct course when needed.
Our values
Six rules we do not trade away
These are not slogans on a wall. They are the standards we are measured against on every project, and you are entitled to hold us to them.
Confidentiality
An NDA before any data changes hands, access limited to the project team, and full compliance with the Personal Data Protection Law.
Methodological transparency
Every figure in our reports has a declared source and a written assumption. No black boxes and no unexplained results.
Executability
We never close with a generic recommendation. Each one carries an owner, a duration, an indicative cost and a measure of success.
Local specificity
The Saudi market has its own behaviour, regulation and seasonality. We do not import ready-made models from markets that do not resemble it.
Continuity
A plan is a living document. We revisit it with you periodically, because the market moves faster than any report printed once.
How we think
Analysis is not a report — it is a sequence of questions
We treat every project as a chain of linked decisions and build the analysis to answer them in the right order, rather than drowning the client in data that changes nothing.
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Is there a problem worth solving?Measured by the pain felt by the target customer, not the appeal of the idea to its owner.
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Is anyone willing to pay for the solution?Ability to pay and willingness to pay are different things — we measure them separately.
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Is there profit left after every cost?Unit economics first, before any conversation about scale.
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Can the position be defended later?What stops a better-funded competitor from copying you within six months?
Stage 1
Framing
We convert a broad client goal into a specific research question that numbers can answer.
Stage 2
Evidence
Market sources, internal data and field interviews — every figure traceable to its origin.
Stage 3
Modelling
The financial model and three scenarios, with sensitivity testing on the variables that matter.
Stage 4
Decision
An explicit recommendation — proceed, adjust or stop — with an execution plan for the chosen path.
Our commitments
What we guarantee in writing
A defined scope
A written deliverables list before we begin: exactly what you receive, in what format, and on what date.
A signed NDA
A non-disclosure agreement executed before we receive anything about your project, clients or figures.
A presentation session
We do not simply email a file. We present the findings to your team, walk through assumptions and answer questions.
Post-delivery review
A revision round included in scope, plus recurring follow-up sessions on the higher packages.
Let's begin
Tell us about your project
A free diagnostic session with no obligation, ending with a clear view of what you actually need.