Season 1, episode 11
Asfoura
عصفورة
Asfoura is the first Egyptian publisher dedicated to children's books and stories written in Egyptian colloquial Arabic, founded in Cairo in 2021 to help children build their spoken Arabic in a familiar, unintimidating way.
Watch the pitchThe founders asked
2.5M EGP
for 20% · valuation 12.5M EGP
The deal
2.5M EGP
Abdallah Sallam, Ahmed El Sewedy and Mohamed FaroukEquity: 30%
In short: Asfoura pitched in Season 1, episode 11. The founders asked for 2.5M EGP for 20%, valuing the company at 12.5M EGP. They walked away with a deal with Abdallah Sallam, Ahmed El Sewedy and Mohamed Farouk: 2.5M EGP for 30%.
Overview
Asfoura is the first Egyptian publisher dedicated to children's books and stories written in Egyptian colloquial Arabic, founded in Cairo in 2021 to help children build their spoken Arabic in a familiar, unintimidating way. Many of its titles revolve around Egyptian food, such as Waraa Shagar, about two friends cooking molokhia, and Kahk El-Eid, about a boy baking kahk with his grandmother, and it pairs the books with hands-on cooking workshops. It sold about 3,200 books in its latest year. The sharks competed fiercely to win over founder Maram Khamis, and she accepted a joint offer of EGP 2.5 million for 30% from Abdallah Sallam, Ahmed El Sewedy and Mohamed Farouk.
The pitch
Team and investors
After the show
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Frequently asked questions
What is Asfoura?
Asfoura is the first Egyptian publisher dedicated to children's books and stories written in Egyptian colloquial Arabic, founded in Cairo in 2021 to help children build their spoken Arabic in a familiar, unintimidating way. Many of its titles revolve around Egyptian food, such as Waraa Shagar, about two friends cooking molokhia, and Kahk El-Eid, about a boy baking kahk with his grandmother, and it pairs the books with hands-on cooking workshops. It sold about 3,200 books in its latest year. The sharks competed fiercely to win over founder Maram Khamis, and she accepted a joint offer of EGP 2.5 million for 30% from Abdallah Sallam, Ahmed El Sewedy and Mohamed Farouk.
Who founded Asfoura?
Asfoura was founded by Maram Khamis, who pitched it on Shark Tank Egypt.
When did Asfoura appear on Shark Tank Egypt?
In Season 1, episode 11 (2023).
How much did Asfoura ask for on Shark Tank Egypt?
2.5M EGP for 20%, valuing the company at 12.5M EGP.
Did Asfoura get a deal on Shark Tank Egypt?
Yes, with Abdallah Sallam, Ahmed El Sewedy and Mohamed Farouk: 2.5M EGP for 30%.
More questions (10)
Which shark invested in Asfoura?
Abdallah Sallam, Ahmed El Sewedy and Mohamed Farouk.
What is Asfoura's valuation on Shark Tank Egypt?
The final deal valued Asfoura at 8.3M EGP, against 12.5M EGP in the founders' ask.
Where is Asfoura based and when was it founded?
Asfoura is based in Cairo, Egypt. Founded in 2021.
What is Asfoura's website and social media?
On Facebook and Instagram; links are on this page.
Where can I watch Asfoura's pitch?
The pitch from Season 1, episode 11 is on YouTube: youtube.com/watch?v=vZrF0yBaJAk
How much equity did Asfoura give up on Shark Tank Egypt?
30%, against the 20% offered in the pitch.
Did Asfoura get what it asked for on Shark Tank Egypt?
It asked for 2.5M EGP for 20% and closed at 2.5M EGP for 30%, so the valuation went from 12.5M EGP to 8.3M EGP.
Which episode of Shark Tank Egypt was Asfoura in?
Season 1, episode 11. Also in that episode: I Ape, Labtronic and Schoolz. Details →
Which sharks did Asfoura pitch to?
The Season 1 panel: Ahmed El Sewedy, Mohamed Farouk, Hilda Louca, Mohamed Ismail Mansour, Abdallah Sallam and Ayman Abbas.
What sector is Asfoura in?
Education. 10 other Education startups pitched on the show. Details →
Rating & comments
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