About ARKAD Plus
We believe better decisions start with better questions.
Companies rarely suffer from a complete lack of information. They suffer from not knowing which information matters. Our work is designed to close that gap.
We investigate markets, consumers, competitors and commercial environments to help businesses make decisions with greater clarity — particularly when entering, expanding or investing in Morocco and across Africa.
Approach
What makes our approach different.
Commercial perspective
We don’t research markets simply to describe them. We investigate them through the lens of a business decision.
On-the-ground intelligence
Where appropriate, we go beyond desk research to investigate what is actually happening in the field.
Consumer understanding
We connect market dynamics with the people whose behaviour ultimately drives demand.
International perspective
Experience across international trade, business development and market development lets us combine local context with international commercial thinking.
Our philosophy
We don’t believe every business needs more data. We believe businesses need the right evidence for the decision in front of them.
That means challenging assumptions, testing what appears obvious and looking for contradictions — and distinguishing clearly between:
- What we know
- What we think we know
- What the evidence suggests
- What we still need to investigate
That is how intelligence becomes useful.
Leadership
Safaa Nasseh
Founder & Managing Director
Safaa Nasseh has more than a decade of experience across international trade, business development, market development, communications and professional training.
Her professional experience includes work within international trade and investment environments, including the UK and Indian diplomatic trade ecosystem. She has advised companies, supported business-development initiatives, organised B2B programmes and worked with professionals and organisations across different markets.
Her academic and professional background includes a Master’s degree from Sorbonne University, Paris, and an Erasmus programme in Germany.
- Ambitious, Bold & Creative Award — UK Department for International Trade (2021)
- Award in Trade Finance — The Institute of Export & International Trade (2021)
- Trade Policy & Negotiations Faculty practitioner workshops — UK FCDO (2021)
- Speaker at trade, investment and entrepreneurship events
Experience
More than 12 years of experience in trade, investment and business development. Over 1,500 companies advised through professional and trade-related activities. More than 30 B2B events and programmes. Over 1,640 professionals trained, online and in person. And 5 awards, including recognition from the UK Department for International Trade.
Client perspectives
In their words.
Safaa Nasseh brings together all the skills, knowledge, qualities and human values that make projects go from ambition to entrepreneurial reality in a country like Morocco. […] I seriously recommend that you seek her assistance.
Patrick Louis R.
Retired Executive
Renault Group
I had the pleasure of working with Safaa at ARKAD Plus. She is extremely knowledgeable, professional and passionate about her work. If you are looking for support and advice, I would heartily recommend the company!
Munir M.
CEO
M2R Education
As their client, I can only recommend ARKAD Plus services. Safaa Nasseh is a true professional.
Pavol K.
Partner
Meeting Safaa and working with her is a great opportunity when you want to develop your business. Her great professionalism and her responsiveness allow her to move forward efficiently and quickly.
Helene R.
CEO
HR Santé
Safaa is an outstanding professional. She has excellent marketing and communication skills, a very good command of English and French, and is result-oriented. She handles all given assignments meticulously!
Tarun D.
Executive Director
SGEP Council
Start a conversation
We are here to help you understand what the market is telling you.
Not what you want to hear. Tell us about the decision in front of you.