Bird Collaborative: Strategy and Team Coaching for a ClimateTech Company

Company

Bird is a Dubai-based company tackling marine plastic pollution by distributing eco-friendly straws made by Finnish supplier Sulpac. They have exclusive distribution rights for the Gulf Cooperation Council (GCC) region. Bird markets its products to high-end hotels and restaurants, with clients such as Burj Al Arab, Caesars Palace, Four Seasons, and St. Regis. Currently focused on straws, Bird plans to expand its product line to include cutlery, packaging, and other sustainable items.

Situation

After gaining traction in the high-end hotel and restaurant sector, Bird aimed to shift from a one-time sales model to a repeatable and scalable business model. The leadership team engaged Zendog Labs as an executive coach and sparring partner to assist in making strategic decisions. Our role included mediating conflicts between founders and helping the CEO prioritize tasks by identifying key focus areas and eliminating unnecessary distractions.

Actions

Zendog Labs implemented a structured coaching framework, delivering the following:

• Conducted weekly 1.5-hour meetings with the executive team to tackle key strategic challenges.

• Provided detailed weekly debriefs that summarized key insights and set priorities for the upcoming week.

• Facilitated workshops on essential topics, such as OKRs and B2B sales fundamentals, to enhance the team’s capabilities.

Results

The coaching and strategic guidance provided the executive team with greater clarity, enabling them to make informed decisions and resolve internal conflicts effectively. As a result, Bird secured significant new clients, established recurring contracts with key partners, and developed a self-service web shop for repeat orders. Additionally, the team was advised to maintain a focused product strategy, concentrating on core offerings before expanding into other categories to ensure efficient growth.

Context

• Capabilities: Executive coaching, leadership, project management, strategic prioritization, sales, and partnerships

• Technologies: Zoom

• Locations: Dubai, UAE, the Middle East

• Industries: ClimateTech, retail, eCommerce