Ali uses digital marketing to reach new clients

May 12, 2021

In Tozeur, at the gateway to the desert, 27-year-old Ali Lain is busy in his modern laser cutting and engraving workshop, finishing his latest handicraft creation.

At the outbreak of the global COVID-19 pandemic, Ali took a week off to return to his hometown in Nefta. A young technician in industrial maintenance, he spent three years in Sfax working in an industrial company for manufacturing decorations where he acquired a lot of experience, and above all strong skills in the creation and innovation of various decorative products. On his way back home, a desire for independence and autonomy overwhelmed his mind; he decided to set up his own business.

“I was lucky. Thanks to my determination, things were done quickly and successfully.”

He first went to the Office Development of the South to carry out a feasibility study of the project, which facilitated his access to funding from the Tunisian Bank of Solidarity (BTS). His prototypes and the innovative nature of the project enabled him to easily convince the head of the BTS office in Tozeur, and in less than a month the bank granted him financing of 55,000 DT for the realisation of his project.

At the same time and thanks to the Business Centre of Tozeur, he met the regional expert of Mashrou3i who gave him the support required for the success of his project.

“With Mashrou3i, I benefited from accelerated technical training on the CNC machine, plasma cutter and  epoxy resin. This training enabled me to work on decorative items, industrial items that are very popular in the region, such as signs, advertising facades, billboards but also interior decoration.”

Ali also benefited from a deep dive business coaching as well as several personalised training courses in office automation and also in marketing and sales, which gave him all the resources to persevere and move forward in the success of his project.

“I was lucky enough to be able to work closely with Mashrou3i’s marketing, communication and access to market expert on the graphic design of my brand Espirit Laser. We worked on the marketing and communication strategy highlighting the innovation and creativity of my products, which target a wide range of customers. Thanks to my training on digital marketing and social networks I am now able to easily reach out to potential customers all over Tunisia and to present my products on Facebook, create new contacts and close deals.”

A few weeks after launching Esprit Laser in February 2020, Ali, like everyone else in the region, faced a lockdown due to the COVID-19 pandemic. But despite the unprecedented challenges, he became one of the first industrialists in the region to offer his time and skills to manufacture plastic visors and supply hospitals, municipalities and regional authorities.

Now based in his hometown of Nefta, with 4 employees, Ali takes his role as an entrepreneur very seriously and applies the business concepts and management skills he learned with Mashrou3i, helping him plan the development of his business.

Passionate about his work and the quality of the designs he delivers to his customers, Ali spends evenings in his workshop fine-tuning his prototypes knowing that success is built day by day with a very good reputation.