Turning waste into value in Egypt

In Egypt, entrepreneur Bassem Okasha is turning an environmental challenge into an opportunity. With PUM expert Henri van Muijden, his company B-stone has strengthened the foundations needed to bring its innovative recycled-stone façade panels to market.

Founded in 2022 in Sadat City, B-stone builds on Bassem Okasha’s 25 years of experience in the granite industry. Its flagship product, ProTile, combines recycled granite and marble waste with insulation to create façade panels that offer natural aesthetics alongside thermal, moisture and sound insulation. By turning stone waste into a high-value building material, ProTile contributes to a more circular construction sector while reducing the environmental impact of stone production. But developing an innovative product is only the first step.

B-stone approached PUM because it needed to move ProTile from an innovative product toward a structured, market-oriented business. The company initially identified marketing, branding, customer outreach, investor networking and access to European markets as its main needs. However, during the first virtual sessions, PUM expert Henri van Muijden identified a deeper challenge: strengthening the management and business foundations behind ProTile.

From promotion to a plan for growth

Working together remotely, Henri and the B-stone team developed a practical roadmap for the company’s next stage of growth. This included a basic business plan, market analysis, SWOT and SMART planning, financial considerations and a clearer organisational structure. The collaboration also changed the way B-stone looked at marketing. Rather than focusing mainly on promotion and sales, the team explored how product, price, place and promotion need to work together around customer needs and market opportunities. The roadmap also addressed internal organisation, including clearer responsibilities, regular staff meetings and performance reviews, as well as the future need for dedicated sales, marketing and financial leadership.

Henri H.J. van Muijden

PUM expert Marketing, Management, IT/Incubators

“Working with B-stone showed me how much potential can be unlocked when an innovative product is combined with a clear business structure. Bassem’s deep knowledge of the stone industry and his ambition to create a more sustainable solution made our collaboration particularly rewarding. Working with an Egyptian entrepreneur also reminded me that successful international collaboration starts with listening, understanding the local context and building on the entrepreneur’s own expertise.”

From innovation to market entry

The impact of the collaboration is already visible. By the end of the project, ProTile was fully tested and ready for market entry. The company was also negotiating with institutional B2B buyers, building its first commercial pipeline. In June 2026, ProTile achieved another major milestone: first place in the MVP Track of the 7th Tatweer Misr Innovation Competition, one of Egypt’s prominent innovation competitions in the real estate sector.

For B-stone, the collaboration has been about more than marketing a new product. It has helped turn an innovative idea into a structured business with a clearer direction, stronger foundations and the momentum to bring sustainable construction solutions to the market.

Bassem Okasha

Founder & CEO, B-stone

“PUM’s technical support, guidance and expertise played a vital role in helping us refine our project and secure this prestigious award. This milestone gives us immense momentum as we prepare for our next steps and market entry.”