The Sharjah Entrepreneurship Center (Sheraa) had a notable presence at the 13th International Government Communication Forum (IGCF), which was held from 4th to 5th September 2024 at the Expo Centre Sharjah and organized by the Sharjah Government Media Bureau (SGMB). Sheraa’s participation was highlighted through several key sessions that demonstrated its ongoing contribution to economic innovation, and sustainable development.

These sessions reflected Sheraa’s strategic position as an influential hub fostering a vibrant and supportive ecosystem for entrepreneurs and startups, while demonstrating the effectiveness of community and communication.

AgriTech and sustainable development

An insightful discussion organized by Sheraa on the first day of the forum was “From Food Security to Sustainable Development: Modern Innovations in AgriTech” featuring Mariam Aljenaibi, Head of the Innovation and Future Foresight Center at Sharjah Agriculture and Livestock Department; and Said Ghanem Saeed Matar Al Suwaidi, CEO and Founder of Innovation Box L.L.C. The session explored the impact of technological innovation in the agricultural sector, highlighting how digital communication and technologies such as environmental sensors, drones, and smart irrigation systems have improved agricultural productivity and environmental sustainability.

The session also aligned with Sheraa’s broader initiatives, including the sixth edition of their Access Sharjah Challenge (ASC), in partnership with the Department of Agriculture and Livestock and the UAE Ministry of Climate Change and Environment, with additional support from the Sharjah Chamber of Commerce and Industry (SCCI) and Sultan Bin Ali Al Owais Real Estate. The challenge will take place later this year, encouraging innovative solutions in AgriTech and Livestock Health with the opportunity to land two Proof of Concept contracts worth AED 500,000.

Brand building and leadership

On the second day, the “The Brand Journey Towards the Triangle of Leadership, Communication and Success” session focused on the brand-building journey for entrepreneurs, emphasizing the importance of verbal and visual communication in defining the brand’s identity and goals. Organized by Sheraa, the session featured celebrated founders such as Abdulaziz Al Kindi, owner of ‘Departure’ perfume brand; Yara Bin Shukr, fashion designer with a focus on sustainability; Azra Al Busaidi, chiropractor; and Omar Al Busaidi, author and university lecturer. These founders shared their journeys, highlighting the power of communication and marketing in achieving success. The discussion covered effective strategies for reaching the target audience, using social media to enhance the brand, overcoming challenges, and integrating sustainability principles into businesses.

“Through the years, Sheraa has designed pioneering initiatives and forged strategic alliances with esteemed institutions at home and abroad, ensuring that entrepreneurs and startups receive the necessary specializations and expertise to thrive”, noted Abeer Al Ameeri, Head of Partnerships and Programs at Sheraa.

“At this prestigious forum, we wanted to turn the spotlight on emerging sectors burgeoning with opportunities for entrepreneurs and also underscore the importance of being effective communicators and inspiring leaders to be able to build a successful brand and relish entrepreneurial success. Business resilience is deeply intertwined with the cultivation of leadership, confidence and innovation to formulate intelligent approaches to finding solutions to challenges,” Al Ameeri  added.

Sheraa’s efforts to effectively communicate various aspects of entrepreneurship were also discussed, notably through their flagship event the Sharjah Entrepreneurship Festival (SEF), which has been monumental in instilling responsible business culture, social responsibility values, and inspiring entrepreneurial pursuits across a wide spectrum of industries.