Who Are We?

We are a full-service consulting, training and mentoring firm, aiming to improve performance for start-ups, SMEs and individuals, in order to help them reach their full growth potential.

Coaching jo is distinguished by the diversity of its network of qualified and unique business consultants who provide consulting and training services in several fields and specialties.


Whether the client is still in the idea stage or running a startup or an SME; We conduct performance evaluation, analyze the gaps between the existing situation and the optimal situation, and make the most of the available opportunities and resources so they can reach their highest potential.

We enhance competitiveness through business development using appropriate consulting, training and mentoring programs. We help the client set smart goals and performance indicators.

Our Vision

To become the leading provider of training and consulting services to start-ups and SMEs with the purpose of developing the economy of Jordan and the MENA region.

Our Mission

To be the number one partner in the development of startups and SMEs by providing a variety of valuable training, mentoring and consulting services from experienced and certified business trainers who are leaders in their fields.

Our Value

We practice honesty, Empathy Integrity, Empowering and Professionalism


We apply the business orientation methodology and use its tools as we work with our clients on their path to success. Our methodologies and tools depend on the stage in which the startup is currently in and the processes it is carrying out, these tools include, but are not limited to:

  • Business model Canvas 
  • PESTEL analysis 
  • SWOT Analysis 
  • One-on-one interviews (live/online)
  • Startups Roadmap

The founder: Nawal Hassan

Nawal has more than 25 years of experience in the private sector and international organizations. She is a professional with special skills in motivating people and building their capabilities, a unique ability to deconstruct complex scenarios, terminology and methods in a smooth and simple way that is easy for trainees to understand to maximize the benefit. Nawal believes in partnership and working with people to build the concept of healthy partnership.

Nawal has Master degree in Entrepreneurship. In addition to a Certified Management Accountant certification (CMA), a BA in Economics and Accounting, plus Advanced Diploma in Change Management and Advanced Diploma in Negotiation Skills. She is a certified international business Coach by the International Association for Personnel Development and Performance (IAPPD).