From student to founder, Asmaa Dawood grows her startup with Riyada

In the occupied West Bank, the landscape for entrepreneurship is shaped by deep and ongoing constraints. Ongoing political instability, restricted movement, limited access to funding, and a fragmented economy all make the path to business success anything but straightforward. Yet, this environment has also given rise to a generation of young Palestinians who are actively creating new possibilities, using innovation and persistence as their tools.

Among them is Asmaa Dawood, the founder of 180 Degrees, a Hebron-based startup offering branding, marketing and business development services to companies across the region. The idea for 180 Degrees began to take shape while she was still a student at Palestine Polytechnic University. Surrounded by peers trying to launch their own ventures and small businesses struggling to communicate effectively with their markets, Asmaa noticed a consistent pattern; there was no shortage of good ideas, but many lacked the brand identity, digital presence, and communications strategy needed to grow.

That gap became her entry point.

Through 180 Degrees, Asmaa set out to help other businesses put their best foot forward. Her team, made up of designers, marketers and content creators, works closely with clients to shape their public image – from refining brand identities and managing social media, to improving how businesses rank on search engines. Every aspect of the work is driven by one objective: to help companies become more competitive in an increasingly crowded and digital-first marketplace.

The right support, at the right time

Turning her concept into a functioning company required more than skill. It required tools, mentorship, and funding – all of which are difficult to come by for startups in Palestine. That’s where the Riyada programme came in.

“I was introduced to the Riyada programme during my learning journey at the Polytechnic University in Palestine,” Asmaa shared. “The programme really helped me with funding, which allowed us to be able to buy the tools that we needed.”

Developed by SPARK in partnership with the Arab Fund for Economic and Social Development, Riyada is a 13-month programme designed to strengthen Palestine’s entrepreneurial ecosystem by working across multiple levels. It supports Higher Education Institutions (HEIs) and Business Support Centres (BSCs) to improve the services they offer to young entrepreneurs, while also directly equipping youth-led startups and Micro, Small and Medium Enterprises (MSMEs) with the guidance and resources they need to thrive.

Asmaa participated in Riyada’s intensive training sessions and mentorship activities, which are designed to build the practical knowledge required to run a business in Palestine. After completing the training, she entered a competitive pitching process and secured seed funding, which she used to invest in much-needed tools and operational resources for 180 Degrees. The results were immediate; her team was able to deliver higher-quality work, respond faster to client needs, and approach projects with a greater sense of professionalism and confidence.

Building towards a new business culture

The journey has also reshaped how Asmaa views her own role. She is not only a business owner, but someone contributing to a wider cultural shift. In a market that often underestimates the value of communications and branding, 180 Degrees is helping companies realise that their image matters. This is especially important in Palestine, where small businesses form the backbone of the economy and where building trust with customers can mean the difference between survival and growth.

Through her work, Asmaa is also setting a different example. Her path reflects perseverance, vision, and continuous self-development. Her approach to entrepreneurship shows a grounded understanding of the challenges young people face, and a belief that progress is possible when effort meets opportunity.

“Opportunities come to every hard-working person,” she said. “If you work every day and develop yourself and your skills, opportunities will be there for you.”

Asmaa’s journey is not an exception. It’s an example of what can happen when Palestinian entrepreneurs are given the tools and space to lead. With continued support, there will be many more like her.