American University of Sharjah initiative Bulbul makes 400 students just love Arabic

Gulf Today, Staff Reporter

What started as a student-led initiative at the American University of Sharjah (AUS) has blossomed into a successful entrepreneurial social business named Bulbul, offering practical Arabic language classes that stand out for their innovative approach.

"The Arabic classes programme began as a student initiative, driven by a noticeable demand for practical Arabic skills within the AUS community. Over two years, the programme served 400 students and earned the Best Programme of the Year award from Community Service and Outreach at AUS. This success prompted a transition into a social business model,” said finance alumna Alaa El Gamal, Bulbul Co-Founder, Client Relations and Business Growth Strategy.

The business came to fruition when finance alumnus Huzaifa Masood, chemical engineering alumna Hajar El Rashed, and El Gamal joined forces. Masood oversees sales and finances, ensuring operational success; El Gamal manages client journeys, focusing on growth and customer success; and El Rashed develops the curriculum, hires and trains tutors, and ensures high-quality service delivery.

"The programme idea emerged when Masood identified a gap in Arabic language proficiency among expatriates, despite years of formal education. Starting the initiative at AUS, he quickly built a team and launched the programme. After graduation, we transformed the initiative into a business. Despite challenges balancing full-time jobs, our dedication has led to the successful establishment and expansion of our business,” explained El Gamal.

Personalised learning

What sets this programme apart is its focus on practical, scenario-based learning. Unlike traditional, academically-focused methods, the programme offers personalised, real-life conversational practice from day one. Clients benefit from tailored one-to-one tutoring that adapts to their proficiency level and learning pace. An initial free counselling session helps customise each learning experience, addressing individual goals and preferences. For those who prefer face-to-face learning, tutors are also matched based on location and client needs, with plans to establish centres across the UAE to further enhance accessibility.

"We emphasise personalised learning by carefully matching each client with a dedicated tutor who aligns with their schedule and proficiency level. Continuous engagement is key to our approach. We maintain regular contact with clients to monitor progress and ensure effective learning outcomes. Our overarching vision is to demystify the perception that Arabic is a difficult language. We strive to make Arabic accessible to everyone, enabling individuals to confidently communicate in everyday situations, whether in the street or at work,” said Masood.

The curriculum is developed through a collaborative process involving Masood and El Rashed, with insights from the Department of Arabic and Translation Studies at AUS.

"Rather than a traditional level-based approach, the programme uses practical scenarios accompanied by a set of vocabulary lists categorised by difficulty-easy, medium, and hard-allowing for flexible, customised learning experiences. The curriculum is developed and constantly reviewed by El Rashed to ensure its effectiveness in real-world communication. Currently, we offer approximately 30 scenarios in our catalogue, with the flexibility to create tailored scenarios upon client request. Arabic-speaking tutors, initially drawn from a pool of AUS students and now expanding, undergo specialised training to deliver effective scenario-based teaching. We are also always on the lookout for new talent to join our team,” said El Rashed.

The co-founders' experience with the AUS programme has given them a strong foundation for building the business. Their focus on exceptional service and rigorous quality monitoring aims to ensure client success and drive growth.

"We've received significant interest both from within AUS and beyond, with clients expressing enthusiasm for our practical Arabic language programme that effectively develops their speaking skills."

"We are committed to continuously evolving and innovating our approach to meet the dynamic needs of our clients. As we expand, our goal is not only to teach Arabic effectively but also to foster a supportive learning environment where every client feels empowered and motivated to achieve their language goals. Our dedication to excellence drives us to constantly improve our services and explore new opportunities for growth and impact in the community," said Masood.

The success of Bulbul exemplifies the powerful impact of alumni entrepreneurship supported by their alma mater.

"We are proud to support our alumni in starting their own businesses. Through personalised mentorship and networking events, we foster a community where entrepreneurial ambitions thrive. Our alumni's success in launching successful enterprises reflects our commitment to nurturing innovative leaders who contribute nationally to economic and societal growth. We look forward to sharing these achievements with you and demonstrating how our college continues to empower entrepreneurs in today's business landscape,” said Dr. Mohsen Saad, Professor of Finance at the School of Business Administration at AUS.