October 29, 2025
Women of Egypt

Egyptian entrepreneur Menna Shahin and her husband and business partner Maxim Haartsen, co-founders of eJaby, are among sixteen visionary founders selected to compete on the debut season of The Final Pitch – Dubai, premiering 17 November exclusively on OSNtv and OSN+.

Set against the futuristic backdrop of Expo City Dubai, this first Middle East edition of the award-winning The Final Pitch franchise highlights the region’s growing entrepreneurial ecosystem. The series brings together founders from diverse sectors — technology, sustainability, health, fintech, and social impact — each pitching their venture to a panel of investors and mentors who can help transform their ideas into investment-ready enterprises.

Menna and Maxim are among sixteen founders from across the region competing on The Final Pitch – Dubai, representing sectors from fintech to sustainable fashion, AI, and health tech. They will showcase eJaby, a purpose-driven e-commerce platform that bridges sustainability and innovation by tackling one of the world’s most overlooked problems: overstock and waste.

eJaby connects suppliers and manufacturers holding surplus or near-expiry inventory with consumers who value affordability and environmental responsibility. By redistributing excess stock through smart technology and dynamic pricing, the platform reduces waste, prevents usable products from ending up in landfills, and supports the circular economy.

“We built eJaby to prove that technology and sustainability can work hand in hand,” said Menna Shahin, co-founder of eJaby. “Every item purchased through eJaby helps reduce waste, CO₂ emissions, and environmental impact. Being part of *The Final Pitch – Dubai* gives us a chance to amplify this message and show how small actions can lead to large-scale change.”

Her co-founder Maxim Haartsen added: “Our mission is to redefine consumption — helping businesses move responsibly, and helping consumers shop smart and sustainably. The UAE is the perfect base for this, as it embraces both innovation and environmental stewardship.”

Created and hosted by John Aguilar, CEO of Dragons Nest LLC-FZ, The Final Pitch – Dubai brings together sixteen founders who will undergo mentorship and hands-on exposure to investors’ real-world business environments. The series culminates in the ultimate test — the final pitch — where strategic deals and partnerships are forged.

Produced in collaboration with Meydan Free Zone and Rove Hotels, and supported by the Dubai Department of Economy and Tourism, the series celebrates the UAE’s thriving start-up ecosystem and its growing reputation as a launchpad for purpose-driven innovation.

As eJaby’s journey moves from Egypt to Dubai — and soon to Saudi Arabia — Menna Shahin and Maxim Haartsen are redefining what it means to do business for good, proving that sustainability can drive both profit and progress.

Catch the premiere on 17 November, with new episodes airing weekly on OSNtv and streaming on OSN+.

About eJaby

Founded by Menna Shahin and Maxim Haartsen, eJaby (from the Arabic word “إيجابي,” meaning “positive”) is a sustainability-driven e-commerce platform that helps reduce waste by connecting suppliers’ surplus or near-expiry stock with conscious consumers. Through smart technology and data-driven logistics, eJaby promotes responsible consumption, saves valuable goods from landfills, and contributes to reducing CO₂ emissions. Operating in Egypt and the UAE — with plans to expand to Saudi Arabia — eJaby is part of the growing global movement toward circular, impact-driven business models.

About The Final Pitch

The Final Pitch is a business reality TV show produced by Dragon’s Nest LLC-FZ, where aspiring entrepreneurs pitch their ventures to top investors and receive mentorship and strategic exposure. Since its launch in Asia in 2017, the franchise has helped more than 350 startups secure funding and partnerships worth millions of dollars. The Final Pitch – Dubai marks its first Middle East edition, with future seasons planned across the UAE, Saudi Arabia, and Qatar.