CEO Insights Magazine

To succeed in business today, one needs to be flexible, deliver quality products and services, and address the needs of the customers. In the hyper-competitive business environment, often the differentiating factor being successful and unsuccessful businesses is the level of service that the business provides. Approach Group, which has been in the Iraq Market for more than ten years, is at the forefront of providing technical solutions for all business demands. The firm combines its extensive expertise with the cuttingedge, practical knowledge of their specialists and technicians to give anything that one might require for every aspect of your business and life. In this interview with CEO Insights ASIA, one of the top leaders in Iraq, Dr. Avraz Balatah, Founder & CEO, APPROACH Group shared his insight on the company’s value proposition, his mission and vision. Let’s hear from him.

Could you give a brief account of your professional background and experiences? What inspired you to establish APPROACH Group and what drives you today?

The challenges that I faced during my career journey made me stronger. It all began during my medical college days. I started a small company to provide internet services back in 1996. I was always interested in negotiations and solving difficult problems. After several successful adventures of establishing a first 3rd Generation telecoms network and being the CEO for 8 years, I got an idea of establishing APPROACH group. I choose the name Approach Group because it reflects my approach to do business. Our group now contains several companies providing a wide range of services ranging from IT to Green Energy, solar power to Auto Services, Franchise and Retail business to event management, contracting  for construction materials and more. The key factor that make our success is the TEAMWORK We work with talented team members and look forward to continue working together as a team.

How would you define APPROACH Group as an organization and its current position in the market?

 Having been in the industry for over ten years from now, Approach Group is at the forefront of offering technical solutions for all business needs. We take great pride in providing our clients with top-notch services and cutting-edge technology solutions that enable us to effortlessly compete in the market and expand our horizons. It is a case-by-case solution regardless of the volume of business our client conducts, and earning their trust is our top priority. Our various business domains vary to meet your requirements and needs. Whether you are dealing in industrial, technical, or administrative domains, our solutions are the right answers in one place.

Tell us about your flagship offerings and what are the value additions that customers can expect from your products and services?

We make one promise to our customers: TRUST. Our entire team has worked very hard to make this word refer to all of the products we offer. We have taken all the necessary precautions to ensure that the products and services we provide to our clients are of the highest quality possible. In addition to offering products, we also give our clients complete solutions that help them feel like family and remind them that we are always here to help. It is the foundation that keeps our customers coming back to us. Our Solutions include lubricant, IT solutions, Solar/ Power, Branding and event planning, Among others. We offer the customer a wide range of lubricants and cleaning products, including car and truck engine oils, racing oils, gear oils for automatic and manual transmissions and drive axles. Our IT services include VSAT, IPL, SCPC/SCPC, DVB/SCPC, DVBSr-TDMA are designed as per our clients’ requirements to accurately address their needs. Power is the motor for all businesses and industries sectors. We are a well-established supplier for power solutions especially UPS’s, eco solar system solutions and generator. Our power maintenance division is one of the most sophisticated and specialized sections working in all types of diesel generators along with services provided to the oil and gas sector through three offices in KRG area.

Branding is not only making a logo or a slogan; it is a complete visual identity that will make your company and/or product exist and attract. We conduct an indepth analysis of your thoughts altogether with the  products you have, or to have, in order to introduce the brand that will serve you best. The logo design starts based on the findings of the analysis conducted by our creative team, brainstorming your ideas. Colours, figures, themes, typographies, among other elements help to transmit your message to your audience. This continues to your promotional, marketing plans, and other print-outs of your products.

Could you reflect on some of the toughest challenges you have encountered in your journey so far? How did you overcome them and what did you learn from them?

The hardest issue I face as an Iraqi Kurdish businessman is living in a country where we are perceived as the one with the largest security risk. When we first started talking to any company outside of Iraq, I recall that saying we were in Iraq was the deal-breaker. However, this served as my motivation to keep trying to reassure them and get them to keep talking until we reached an agreement. Now that we are from Erbil, which by its name make the needed assurances for business to grow and start, that’s mainly due to the hard work of the Kurdistan Government over the years to establish stable secure and investment and business friendly to encourage the local and international investment to start investing in projects for Kurdistan and Iraq.

Could shed some light on your company’s mission and vision?

Our mission is to provide our clients, partners, and team with every support they may need. We have the aim of holding more shares in the local, regional, and international market thanks to the advanced technologies we employ in our solutions and services. Wider range of products, broader spectrum of services, and expanding network of suppliers and vendors is the chief aim we have in mind. Another important goal we strive to uphold in every facet of our planning theme is the realisation of our vision through the continuous improvement of our strategies and solutions.

Dr. Avraz Balatah,  Founder & CEO, APPROACH Group

He Started A Small Company To Provide Internet Services Back In 1996. He Is Interested In Negotiations And Solving Difficult Problems. After Several Successful Adventures Of Establishing A First 3rd Generation Telecoms Network And Being The Ceo For 8 Years, He Got An Idea Of Establishing Approach Group.