About Friction Business Advisory
Our Story
Founded on October 16, 2012, as Parisien Consult in Paris, France, we began our journey specializing in consultancy services and professional training for startups and small to medium-sized enterprises (SMEs). Over the years, we successfully guided businesses through a wide range of challenges across France and the GCC region. Recognizing the need for a more agile and forward-thinking approach, we rebranded in July 2024 as Friction Business Advisory . This transformation marked a pivotal moment as we entered into a strategic collaboration with a distinguished group of expert partners, significantly enhancing our capabilities.
Relocating to Lebanon, we are now better positioned to serve a growing, diverse client base. Our rebranding reflects our unwavering commitment to delivering cutting-edge, transformative solutions that address the increasingly complex challenges organizations face in today’s rapidly evolving market landscape.
At Friction Business Advisory, we don’t just advise—we empower businesses to thrive in the future.
Our Foresight, Driving Force, and Core Credo
Foresight
We envision businesses operating with clarity, efficiency, and purpose, regardless of size or location. We aim to bridge local potential with global standards, creating lasting partnerships that enable clients to unlock their full potential.
Driving Force
Our mission is to empower organizations with strategic insights and innovative solutions that enhance productivity and drive sustainable growth. We aim to be a trusted partner for startups, SMEs, and Emerging market enterprises.
Core Credo
- Integrity: Honesty and transparency.
- Collaboration: Teamwork and shared success.
- Excellence: Exceptional quality and long-term impact.
- Innovation: Creativity and cutting-edge strategies.
- Client-Centricity: Personalized and impactful outcomes.
Corporate Social Responsibilities
At Friction Advisory, we understand that many startups and small businesses operate on tight budgets, making it challenging to access expert guidance. As part of our Corporate Social Responsibility (CSR) commitment, we offer pro bono advisory services to help aspiring entrepreneurs and small business owners navigate challenges, streamline operations, and build sustainable growth strategies—removing financial barriers to success.
Our goal is simple: to create equal opportunities, ensuring that financial limitations never stand in the way of innovation and progress.
Leadership Team
Our seasoned professionals offer deep expertise in strategy, operations, customer experience, and financial planning. We actively collaborate with clients to implement transformative solutions.
Purpose and commitment
Friction Advisory bridges the gap for local businesses struggling with limited resources and outdated practices. We empower them to compete globally by providing excellent strategies, operational improvements, and long-term partnerships.
Our Services
Comprehensive business solutions designed to drive sustainable growth and operational excellence.
Business Strategy & Growth
- Market Entry & Expansion Strategy
- Financial Planning & Strategy
- Branding Positioning & Marketing Strategy
Operational Excellence
- Process Optimization & Efficiency
- Organizational Change & Transformation
- Digital Innovation & Transformation
Customer Experience & Professional Training Solutions
- CX Strategy Management & Mystery Shopping
- Leadership Coaching & Development
- Customized Training & Ups-killing Programs
- Omnichannel Digital Marketing & Communication
Our Approach
Tailored Solutions for Lasting Impact
Methodology and Process
Our methodology is built on collaboration and customization. We begin with thorough assessments, develop tailored strategies, and provide hands-on support during implementation.
Tailored Solutions for Clients
No two businesses are alike. Every solution we design reflects your organization’s goals, culture, and market dynamics.
Problem-Solving Framework
We identify inefficiencies, evaluate solutions, and implement changes systematically to ensure measurable results.
Client Engagement Model
Transparency, communication, and accountability are at the core of our engagement model. We view ourselves as an extension of your team.
Industry Expertise
Driving Success Across Sectors
Our specialized knowledge and tailored solutions span numerous industries:
Healthcare
Support is provided to modernize operations, adopt digital tools, and enhance patient care delivery, ensuring institutions operate with precision and empathy.
Agriculture & Agrifood
Implementing precision farming techniques and developing market expansion strategies.
Manufacturing
Manufacturers are assisted in eliminating bottlenecks, automating tasks, and integrating Industry 4.0 technologies to drive efficiency and product quality.
Retail & Consumer Goods
Including F&B, Apparel, Electronics, Hypermarkets, Gym/Fitness, Automobile, beauty products and others, enhancing customer experiences and adopting omnichannel strategies.
Additional Sectors
Banking, Insurance, Education, Logistics, F&B, Construction, Professional Services and more.
Meet Our Team Experts
Kamal Gabriel Merheb, MBA, PhD's
Strategic Business Advisor | Workforce Development | CX Expert
With 26+ years in corporate management, Kamal guides businesses through planning, diagnostics, and implementation. He helps executives clarify vision, evaluate processes, and develop targeted roadmaps. His leadership and change management expertise leverages data-driven insights through KPIs, OKRs, and MBO frameworks for sustainable results.
Roula Abou Ghazaly, B.Fin, PMP, Executive Coach
Business Transformation Expert | Leadership Development | Financial Strategy Advisor
With 25+ years in banking and financial services, Roula excels in company structuring and transformation. She has boosted organizational profitability through payment innovations, M&A leadership, and strategic recruitment. As a leadership coach, she helps MENA organizations overcome challenges for lasting success.
Dany Bazzi, MBA
Marketing Strategist | Customer Value Management Specialist | Analytics Expert
Dany offers 25+ years of experience delivering integrated marketing solutions across diverse industries. His core expertise stems strategy development and execution, business planning, performance analytics, digital marketing, customer segmentation, market research, and social media management. He specializes in designing and implementing data-driven campaigns that enhance brand visibility, optimize customer engagement, and significantly boost profitability.
Abdulwahab Merhebi, BBA, Certified Master Trainer
Business Strategy & Operation Consultant | CX | Leadership Development
With over 20 years of experience, Abdulwahab specializes in business strategy, operations, and customer experience. Operating across Lebanon and the GCC, he helps organizations improve execution, strengthen operating models, and drive sustainable growth.
Why Choose Us? | Your Trusted Business Partner
Unique Selling Points (USPs)
Unlike generic consulting firms, we design strategies specifically for your organization’s needs and goals.
Competitive Advantages
With decades of combined experience, our leadership team brings unparalleled expertise to the table.
Commitment to Quality
Your success is our priority. We maintain the highest standards of professionalism and go above and beyond to exceed expectations.
Future Goals
Expanding Horizons
Short-Term and Long-Term Objectives
Over the next three years, we aim to diversify our portfolio by working with businesses across multiple industries and geographies.
Expansion Plans
While headquartered in Lebanon, we aim to establish offices in key markets across the Middle East and beyond.
Contribution to the Industry and Community
As part of our corporate responsibility, we aspire to promote sustainable practices within the industries we serve.
Client Testimonials
AM STUDIO Lebanon
Friction Advisory transformed our operations with strategic insights and innovative solutions, driving significant growth. Their professionalism, expertise, & commitment to excellence are unmatched. Highly recommended for achieving sustainable success!
STRADA 33 S.A.L. Lebanon
Friction Advisory exceeded our expectations with their strategic guidance and innovative solutions. They quickly identified our challenges and provided actionable steps that delivered measurable results. Their expertise, professionalism, and dedication to our success were truly impressive. Partnering with them was one of our best business decisions.
Join Our Team
Grow with Friction Advisory
Join our dynamic team of experts transforming businesses across sectors
Start Your Journey
Launch your consulting career through structured internship programs, featuring real client projects and expert guidance.
Thrive With Us
Experience an inclusive culture that champions bold ideas and continuous learning through personalized mentorship and hands-on client projects.
Lead the Future
Make a lasting impact by helping businesses transform and communities prosper as a future leader in business transformation.
Ready to join us? Send your resume and cover letter to careers@frictionadvisory.com
Contact Info
3rd Floor, Haddad Center, Main Street Zalka, Metn - LEBANON
+961 76685717
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Transform your startup, SME and even your Existing Business with tailored strategies, operational excellence, comprehensive training & development and sustainable growth solutions.