An executive partner for startups, pre-seed to scale.
The 10th Floor is built on a simple idea: startups don't need more advisors — they need operators who've built and scaled. We work at an executive level with founders pre- and post-seed, accelerating development, adoption, and growth — from the first idea to a product winning in market — across Jordan, KSA, and the UAE.
Building across MENA — drag the globe · Amman · Riyadh · Dubai · Doha · Cairo · Jeddah
I started The 10th Floor after years of building software at scale — including time as a software engineer at Amazon, where I learned what it actually takes to ship systems people depend on, not just demo them.
I work across the Gulf and the Levant, in Arabic and English, so nothing gets lost translating a business problem into a product. I've sat on both sides of the table: the strategy conversation and the 2 a.m. deploy.
I don't hand your project to a junior bench and check in on Fridays. I stay hands-on and accountable from the first idea until it's live and your customers are using it. If that's the partner you've been missing, let's talk.
One team, from first idea to scale.
Discovery, spec, and scope.
Compress ambiguity into a written spec with acceptance criteria — so everyone knows what we're building and how we'll know it's done.
- Business development discovery
- Product development scoping
- Operational overhead minimization
Ideation to implementation.
The same team carries the work end-to-end — no handoffs, no telephone game between strategy and execution.
- End-to-end delivery
- Cross-sector fluency
- Business + product fluency
AI where it earns its keep.
Two modes — custom AI systems and LLM-in-the-loop — applied only where they create real leverage, and honest about where they don't.
- Custom AI systems
- LLM-in-the-loop
- Honest about AI's edges
Visibility, GTM, expansion.
Get it live, get it seen, and grow it across markets — from Jordan into KSA and the UAE.
- Visibility & insights
- Go-to-market
- Cross-market expansion (JO → KSA → UAE)