Questions founders ask
About availability, fees, confidentiality and working remotely. If yours isn’t here, email lena@northfield.ae and I’ll answer within a working day.
Availability
When could we start?
My next start date for a pricing review or positioning sprint is February 2027. Founder advisory sometimes has a place sooner; ask on the intro call.
How many clients do you work with at once?
One project and up to three advisory clients. That’s the most I can do while still paying proper attention.
What if our decision can’t wait until February?
Tell me on the intro call. A two-hour working session (AED 3,750) can often be fitted in within a few weeks, and if I can’t help in time I’ll suggest someone who can.
Fees and invoicing
Are your fees fixed?
Yes. Every project has a fixed fee in a written proposal, agreed before we start. If the scope changes, we agree the change in writing first.
How do you invoice?
Projects are invoiced half at the start and half on delivery; advisory is invoiced monthly in advance. Payment terms are 14 days, by bank transfer in dirhams.
Do prices include VAT?
No. UAE VAT at 5% is added on top, and every invoice is a tax invoice with our TRN. Services to businesses outside the UAE, elsewhere in the GCC for example, are usually zero-rated; the proposal says which applies to you.
Do you take equity or success fees?
No. I’m paid the same whatever you decide, so my advice doesn’t depend on one particular answer.
Confidentiality and NDAs
Will you sign an NDA?
Yes, before the intro call if you like. I can send a standard mutual NDA under UAE law, or sign yours.
Do you work with our competitors?
Not at the same time, and not in the same market for twelve months after our work ends.
Will you share our story?
Only with your written permission. The four case studies on this site were approved by the founders, and most clients prefer to stay unnamed.
Remote work and travel
Do you work remotely?
Yes. About two thirds of my clients are outside Dubai, in Abu Dhabi, Riyadh, Doha and Muscat. Interviews and regular sessions run on video; I come in person for the decision session.
Who pays for travel?
Travel within the UAE is included. Elsewhere in the GCC it’s charged at cost, economy class, and agreed in the proposal.
Which time zones can you cover?
I work on Gulf Standard Time and regularly have clients from Riyadh to Muscat. Founders further east, in India or Pakistan, get morning sessions.
Which languages do you work in?
English. For interviews in Arabic I work with a bilingual researcher I’ve known for years.
Still deciding whether to get in touch?
The intro call is free, thirty minutes long and needs no preparation. Worst case, you leave with a sharper question.
Taking one new client from February 2027
