Driving professional growth for Happy Zone in Lebanon

In Lebanon, Happy Zone has strengthened its market position through its collaboration with PUM: a combination of remote marketing advice and a targeted investment grant from PUM’s Hans Blankert Fund. The online advice came first, laying the strategic foundation for growth. The subsequent grant enabled a crucial investment in transport capacity. By combining remote expertise with targeted financial support, PUM has contributed to the professionalisation of a female-led enterprise and to sustainable entrepreneurship in Lebanon’s event sector.

Based in Saida, Happy Zone was established in 2012 by Latifa Rinno when she was just 14 years old. Now 27, she leads a growing event agency that organises weddings, birthdays, baby showers, graduation parties and corporate gatherings across Lebanon. Working with a flexible network of up to 15 project-based contractors, Latifa delivers fully orchestrated events tailored to each client’s wishes. The company has built a strong reputation through word-of-mouth referrals and an active presence on social media, reaching thousands of followers.

A young entrepreneur with nationwide reach

As demand increased, so did the complexity of Happy Zone’s operations. Marketing, logistics and financial management were largely handled by Latifa alone, limiting the company’s ability to scale. Latifa therefore requested remote advice from PUM to strengthen marketing techniques, service organisation and financial management. In an online advisory trajectory, PUM expert Eric van ’t Hoff worked closely with her to analyse the business and define clear growth objectives.

The process included a SWOT analysis, sharper definition of target groups and clearer articulation of Happy Zone’s unique selling points. Social media activities were reviewed and structured to improve brand positioning and conversion into bookings. Customer loyalty and referral programmes were introduced to stimulate repeat business and systematic word-of-mouth growth.

The result was a practical marketing plan aligned with the company’s ambitions and market realities. Latifa reflects: “PUM’s support changed far more than my business, it changed my whole journey. With the guidance of PUM expert Eric van ‘t Hoff, I finally have a clear marketing plan that reflects the true value of Happy Zone and enables me to reach the right clients with confidence.”

Targeted investment

During the advisory process, a major bottleneck became clear: the lack of a dedicated vehicle. Without its own transport, Happy Zone depended on public transportation, increasing costs and limiting flexibility in transporting decoration materials and equipment. After completing the remote advice trajectory, Happy Zone successfully applied for support from PUM’s Hans Blankert Fund. The grant of €6,000 co-financed the purchase of a reliable vehicle essential for daily operations.

This investment has significantly improved logistical planning, reduced operational constraints and increased reliability in service delivery. It enables timely coordination across multiple locations and strengthens overall productivity. The company expects the improved efficiency and professionalism to contribute to sales growth of 10 to 20 per cent.

Stronger foundations for sustainable growth

With a structured marketing strategy and improved transport capacity, Happy Zone is now better equipped to grow in a challenging economic environment. The project has strengthened management capacity, enhanced competitiveness and increased operational independence.