Koinz scales its regional sales with the help of Supersub.

In 2020, Koinz, a fast-growing restaurant tech startup, was at a turning point. Fresh off raising a $3 million seed round, the company, led by CEO Hussein Momtaz, found itself under immense pressure to scale operations quickly. They were expanding, hiring, and setting their sights on new markets, but as Hussein soon realized, they were missing a key piece of the puzzle—a robust sales strategy that could support their ambitious growth.

The Need for Expert Help

Hussein, like many startup founders, knew the importance of sales but was candid about his limitations. “I wanted to build a world-class sales machine,” he said, “but I hadn’t done it before, and I didn’t have the expertise in-house.”

A personal contact advised Hussein to get in touch with the Founder of Supersub. Impressed by Supersub’s track record and hands-on approach, Hussein saw an opportunity. “If I couldn’t hire senior sales leaders full-time, I figured I’d at least bring Supersub’s expertise in as consultants to help us build the foundation.”

Tackling the Challenges

Koinz was facing several challenges in aligning its sales strategy with the company’s revenue goals. They needed to hire the right talent, develop efficient processes, and create an incentive structure that would motivate their team. In addition, Koinz was expanding into multiple regions, including Saudi Arabia and the UAE, which introduced further complexities.  

“We were growing fast,” Hussein explained, “but our sales strategy wasn’t fully optimized to handle the scale we were aiming for. We needed a clearer focus on how best to align our resources with our goals.”  

This is where Supersub’s guidance proved invaluable. Supersub worked with Koinz to streamline the sales process, advising them on how to prioritize key markets and optimize operations to maximize efficiency.

Building a Sales Foundation

From the outset, Supersub’s consultants worked closely with Hussein and the leadership team, delving deep into the company’s operations. Together, they mapped out the company’s revenue targets and determined the necessary steps to achieve them. This involved calculating the number of sales hires needed, developing robust processes, and designing a performance-based incentive structure.

Supersub didn’t just offer advice; they rolled up their sleeves and got involved. Supersub even tapped into its own network, bringing in talent from other similar businesses to help Koinz set up their account management system.

The transformation didn’t stop there. Supersub led customized training programs for the sales team, enhancing their negotiation skills and refining their approach to managing client relationships. They even took the reins of the weekly sales meetings for a few months, guiding the team through the newly implemented processes.

Adjusting the Focus

One of the key takeaways from the collaboration was the realization that Koinz needed to fine-tune its growth strategy. Although the company was expanding into multiple regions, Supersub advised them to first solidify their foundation in key markets before expanding further.

“We were throwing money at problems,” Hussein said, reflecting on their early expansion efforts. “We had teams in the UAE and Saudi, but we didn’t yet have the foundation in place to justify such rapid growth. If I could go back, I’d focus entirely on Saudi Arabia before expanding anywhere else.”

Supersub’s advice was instrumental in helping Koinz shift their focus. They cut back operations in the UAE and Egypt and doubled down on building a stronger presence in Saudi Arabia, focusing on Riyadh and the Eastern Province. This shift allowed Koinz to conserve resources and build a more sustainable growth model.

Facing the Execution Challenge

While the strategy was sound, Hussein acknowledged that execution was a challenge. “Supersub gave us a great roadmap, but the difficulty came in following through. We didn’t always have the right team in place to implement the strategy as effectively as we needed to.”

Despite these obstacles, Supersub’s guidance left a lasting impact on Koinz. Their approach to business development and sales brought clarity to the company’s goals, and their emotional intelligence helped foster stronger relationships within the leadership team.

Growth and Results

During the year-long engagement with Supersub, Koinz experienced significant growth, with the company expanding by 4x. Hussein pointed out that while this initial growth was driven in part by promotional spend, the strategic adjustments they made under Supersub’s guidance helped stabilize the business. Over time, Koinz achieved more consistent and predictable growth.  

Koinz’s journey didn’t stop there. In the years that followed, the company faced new challenges, particularly in securing funding during a tough investment climate. But the foundation that Supersub helped build gave Koinz the tools to navigate those obstacles.

“We’ve been trying to recover that peak growth, but now we’re doing it in a much smarter way,” Hussein said. “We’re focused on sustainable growth, and the lessons we learned from Supersub have been invaluable in helping us get there.”

A Lasting Impact

The partnership with Supersub left a lasting mark on Koinz. Hussein emphasized how Supersub’s experience and emotional intelligence played a key role in the company’s development. “Supersub is an amazing team—they’re not just knowledgeable, they’re also great at understanding different personalities and navigating complex team dynamics.”

While there were challenges, particularly in executing the strategy with full discipline, the collaboration ultimately set Koinz on a path to long-term success. “We’re still figuring things out, but with the foundation Supersub helped us build, we’re in a much better place to tackle those challenges.”

Looking Ahead

With Koinz now focused on breaking even in the near future and continuing to refine their processes, Hussein remains optimistic about the company’s future. “If I could go back, I’d do a lot of things differently, but I’m proud of where we are today. The lessons we learned from Supersub have made a huge difference, and we’re ready for whatever comes next.”