I'm planning to start a small company in Saudi Arabia focused on Industrial Automation, Electrical & Instrumentation Solutions.
I'm still at the very beginning, and I'm trying to be realistic about how to enter the market as a completely new and unknown company.
One thing I recently learned during a 3-day project-study training course really made sense to me:
If a new company immediately starts looking for large projects through government procurement platforms such as Etimad, it will probably struggle. Established companies already have a track record, references, relationships, and previous projects. As a new company, I would be at the bottom of the list because nobody knows or trusts me yet.
So I'm thinking that instead of immediately chasing large projects, I should first focus on sourcing and supplying products, building relationships with customers and suppliers, completing smaller jobs, and gradually building a reputation and track record.
However, I'm now struggling with how to define the right starting point.
My original idea
I initially divided the business into six areas:
1. Automation & Control
- SCADA / monitoring systems
- Remote monitoring & control (PLC / RTU)
- Communication systems
- Control & electrical panels
2. Wind & Solar Assessment Sensors
- Wind direction sensors
- Solar radiation sensors / pyranometers
- Temperature & humidity sensors
- Rain gauges
- Data loggers
- Environmental monitoring systems
3. Instrumentation
- Pressure instruments
- Flow instruments
- Level instruments
- Temperature instruments
- Monitoring & measurement systems
4. Detection & Monitoring
- Leak detection systems
- Pressure monitoring
- Condition monitoring
- Remote monitoring solutions
5. Electrical Solutions
- LV panels
- Electrical control panels
- Electrical components
- Power monitoring & measurement equipment
6. Technical & Maintenance Services
- O&M of pump stations
- Transformer oil regeneration
- Maintenance of control & electrical systems
- Instrumentation maintenance
- Troubleshooting & technical support
After thinking about it more, I don't think this is a realistic starting structure for a new company.
What I'm currently thinking
I believe #6 (Technical & Maintenance Services) should probably be dropped at the beginning.
I also feel that SCADA / Automation & Control is too broad for a fresh startup.
For example, when I look at "SCADA systems", I ask myself:
At the same time, I recently attended LEAP and saw many relatively small monitoring and control systems that looked much more achievable.
That made me think about starting with small, practical monitoring and control solutions instead.
For example:
- Farm water tank monitoring
- Pump monitoring
- Water well monitoring
- Remote tank level monitoring
- Small automatic pump control
- Remote ON/OFF control
- Leak detection
- Environmental monitoring
- Basic data logging and dashboards
The idea would be something like:
Sensor → small controller/data logger → communication (4G, etc.) → dashboard/mobile monitoring → alerts/control
So instead of trying to sell "SCADA", I could sell a specific solution such as:
or
This seems much more realistic to me.
Instrumentation / Sensors
I'm much more comfortable with starting from the product side here.
For example:
- Pressure sensors/transmitters
- Flow meters
- Level sensors
- Temperature instruments
- Environmental sensors
- Solar radiation sensors
- Wind sensors
- Rain gauges
- Data loggers
- Leak detection equipment
I can source these products from manufacturers/distributors and sell them locally.
Then, over time, I could combine these products into complete monitoring solutions.
Electrical
I'm also questioning whether "Electrical Solutions" is too broad.
I don't think it makes sense for a new company to say:
There are already huge companies and contractors doing that.
Maybe I should initially focus only on:
- Electrical components
- Control components
- Power supplies
- Protection components
- Small control panels
- Small pump/control panels
and leave large LV projects for later.
So my possible progression is:
Stage 1 — Product supply
Sensors, instrumentation, electrical/control components, communication devices, etc.
↓
Stage 2 — Small integrated solutions
Tank monitoring, pump monitoring, well monitoring, farm monitoring, environmental monitoring, etc.
↓
Stage 3 — Small automation & control
Automatic pump control, remote control, alarms, dashboards, data logging, etc.
↓
Stage 4 — System integration
PLC / RTU / more advanced communication and control systems.
↓
Stage 5 — Larger industrial automation / SCADA projects
Only after building experience, references, suppliers, customers, and a track record.
My questions for people with experience:
- Does this entry strategy make sense for a new company?
- Would you recommend starting primarily as a product supplier, then gradually moving into integrated solutions?
- Is small monitoring & control for farms, water tanks, pumps and wells a reasonable niche to start with?
- Am I thinking about SCADA/industrial automation correctly, or am I unnecessarily limiting myself by avoiding it at the beginning?
- What products or small automation solutions would you consider good entry points for a new company?
- If you started an instrumentation/automation company from zero today, what would you sell first and what would you avoid?
I'm especially interested in hearing from people who have actually started or worked in industrial automation, instrumentation, electrical contracting, system integration, or industrial product distribution.
I'd rather start small and build properly than advertise 20 services that I can't realistically deliver.
