01 — Start where they already work
His workbook had no stock sheet.
A Dubai importer tracked sales, credit and cash in one Excel file — but “how much is left” lived in his head. So on-hand became a derived movement trail, and imported sales create no stock movements, because the sheet never recorded goods arriving.
02 — Publish what the industry hides
Every competitor gates the price.
All seven major business-setup firms in Dubai hide their cost calculator behind a phone number, and not one cites a government source for a single fee. Ours is open, every row carries its source, and the totals are VAT-inclusive because the law requires it.
03 — Show the working
“The AI picked Rashid” is not an answer.
When the dispatcher assigns a job it prints the score for every technician — trade match, distance, current workload, shift, deadline. A number you can argue with beats a decision you can only accept.
04 — Never invent a number
If we don’t know the cost, it shows a dash.
Products import with no cost price, so every margin reads “—” with an explanation rather than a flattering 98%. On our own site we deleted a live uptime counter and an “actions today” ticker once we realised both were derived from the clock.