Digitizing the deep sea: Fahim Al Qasimi and the strategy shift at Seafood Souq

By the end of this case discussion, students will be able to:

1. discuss the entrepreneurial pathways shaped by personal values, lifestyle and experience as examples of purpose-driven venture creation;

2. debate the trade-offs between short-term operational cash flow and long-term innovation when managing a dual business model in an emerging market;

3. propose practical strategies for implementing traceability and sustainability tools in traditional, fragmented supply chains with limited digital adoption;

4. construct a leadership model for a high-growth startup, incorporating approaches to hiring, delegation and team restructuring during moments of uncertainty; and

5. devise a strategic business growth plan, choosing between scaling international technology licensing or deepening regional trading operations, with evidence-backed justification.

This case follows Mr Fahim Al Qasimi, co-founder and chief executive officer of Seafood Souq, a United Arab Emirates-based startup that aims to digitize and bring traceability to the seafood supply chain. Founded in 2018, the company evolved into a dual-model business combining business-to-business seafood trade with a proprietary traceability platform. Despite its growth, Seafood Souq faces a strategic dilemma: whether to scale its technology internationally or double down on regional expansion across the Gulf. Set in an emerging market context, this case provides insights into early-stage entrepreneurship, sustainability, artificial intelligence integration and the leadership challenges of building a business in a resource-constrained environment. As the company gains traction abroad but faces resistance locally, students are asked to analyze the strategic, operational and leadership choices available to the founder at a critical inflection point. Designed for bachelor-level students, this case invites learners to step into the shoes of a founder navigating scale, purpose and market realities, while facing pressure from investors, customers and their own leadership expectations.

This case study will be suitable for upper-level undergraduate courses.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.