Right Service

What Right Service does

Right Service is a privately held, strategy-first digital marketing consulting firm founded in Beirut, Lebanon in 2000 by Joe Ghantous. The company employs 11–50 people across two offices (Beirut HQ and a regional office in Riyadh, Saudi Arabia, operating as Right Service KSA) and serves hundreds of clients throughout the Middle East. Its core offering centers on two registered proprietary frameworks: the 4Ts of Digital Marketing Operations™ (introduced 2017, covering Tactics, Tools, Training, and Tracking, with the TACTICS® Planning Model as a sub-component) and the newer Bufunctional Strategy™ (2024), which connects business strategy, functional strategies, and operational tactics into one execution-ready growth path. The 4Ts Board of Professional Consultants (launched June 2020) provides institutional backing for the original methodology.

The company's revenue model is multi-stream and services-led. Primary revenue comes from digital marketing strategy engagements priced between $5,000 and $40,000, structured coaching (One-on-One with Joe, Walk & Talk with Ghantous), and the Smart Strategy Package entry-level offering. Secondary streams include a packaged Saudi Influencer Database (124+ profiles at $290 one-time), bulk and individual sales of Joe Ghantous's Arabic book 'الموظف المؤثر' (The Influential Employee) in printed ($25), digital PDF ($19.95), visual/video ($17.95), and English ($29) editions, and event-based demand generated through the Middle East Social Media Festival. Go-to-market is sales-led and founder-driven, relying on content marketing (blog, LinkedIn, TikTok, YouTube, Instagram, Facebook), direct outreach, and referrals rather than third-party distribution.

Name

Right Service

Legal name

Right Service

Website

https://rightservice.net

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Right Service is a privately held, Beirut-based digital marketing strategy consulting firm founded in 2000, serving hundreds of SMEs and enterprises across the Middle East (Lebanon and Saudi Arabia) through its proprietary Bufunctional Strategy™ and 4Ts of Digital Marketing Operations™ frameworks.

Ownership category

akta.pro rank

Product category

Digital Marketing Strategy Consulting

NAICS

Advertising, Public Relations, and Related Services (5418), Management Consulting Services (54161)

SIC

Services-Advertising (7310), Services-Management Consulting Services (8742)

akta.pro primary industry

Thought Leadership & Executive Visibility (BPAFADAG)

Keywords

• Digital marketing consulting
• Marketing strategy services
• Business strategy consulting
• Social media strategy
• Digital transformation advisory

Headquarters

HQ city

Beirut

HQ country

Lebanon

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Digital Marketing Strategy Consulting: Core revenue stream from preparing and implementing Bufunctional Strategy engagements and digital marketing strategies for clients across the Middle East. Pricing ranges from $5,000 to $40,000 depending on industry complexity, time spent, deliverables included, and perceived value.
2. Coaching & Consultation Services: Revenue from coaching programs including One-on-One with Joe, Walk & Talk with Ghantous, and general coaching and consultation sessions. These are sold as structured engagements or individual sessions.
3. Smart Strategy Package: A packaged digital marketing strategy offering (Smart Start Package) providing an entry-level strategy engagement for clients.
4. Book Sales — الموظف المؤثر (The Influential Employee): Sale of the Arabic-language book 'الموظف المؤثر' (The Influential Employee) authored by Joe Ghantous, summarizing 20 years of digital marketing experience. Available in printed ($25), digital PDF ($19.95), visual/video version ($17.95), and English version ($29). Full bundle of 3 versions priced at $49.95. Bulk discounts available (10% for 1–4 copies, 15% for 6 copies, 18% for 10 copies, 20% for 20+ copies). Bulk corporate purchases (e.g., Malak Al Tawouk purchased 50 copies for employee training).
5. Influencer Data Product: Sale of a Saudi Influencer database — a curated list of 124+ social media influencers in Saudi Arabia with account details, follower counts, contact information, rate cards, and engagement rates. Priced at $290 one-time fee (reduced from $490). Includes supplementary PDF on influencer strategy and ready-made message templates. Additional list of 50+ macro-influencers on TikTok in Saudi Arabia also available.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Right Service is a strategy-first digital marketing consulting firm that prepares and implements customized marketing strategies for businesses across the Middle East. Its core deliverable is the proprietary Bufunctional Strategy™ framework, which connects business strategy, functional strategies, and operational tactics into one unified execution-proof growth path, supplemented by the earlier 4Ts of Digital Marketing Operations™ framework covering Tactics, Tools, Training, and Tracking.

Product overview

Right Service is a strategy-first digital marketing consulting firm operating since 2000. The company offers two proprietary frameworks: Bufunctional Strategy™ (their main strategic framework connecting business, functional, and operational layers) and the 4Ts of Digital Marketing Operations (Tactics, Tools, Training, Tracking). Services include strategic consulting, coaching programs, and the Saudi Influencers List product. The Bufunctional Strategy serves as the core offering, while the 4Ts framework provides the operational methodology for digital marketing execution.

Differentiator

Problem solved

Functional benefit

Brands

• Bufunctional Strategy™: A proprietary strategic framework developed by founder Joe Ghantous that connects business strategy, functional strategies, and operational tactics into one clear growth path.
• 4Ts of Digital Marketing Operations®

Products and services

• Bufunctional Strategy™ A proprietary strategic framework and consulting engagement that connects business strategy, functional strategies, and operational tactics into one unified execution-proof system. Integrates three layers — Business Strategy (North Star vision), Functional Strategies (breaking silos with marketing at the core), and Operational Tactics (Bufunctional Canvas, Quarterly Playbook, Accountability Loops) — for businesses seeking to align strategy with execution.
• 4Ts of Digital Marketing Operations™ A proprietary digital marketing framework consisting of four pillars — Tactics (strategic planning), Tools (digital technologies), Training (capability development), and Tracking (performance measurement) — with the TACTICS® Planning Model as the strategic planning sub-component. Used to structure digital marketing strategy engagements for clients.
• Smart Strategy Package (Smart Start Package) A packaged digital marketing strategy offering that provides an entry-level strategy engagement for clients seeking to establish or improve their online presence and marketing operations.
• Coaching & Consultation Professional consulting services providing guidance on digital marketing strategy, execution, and implementation for businesses and individuals, sold as structured engagements or individual sessions.
• One-on-One with Joe Personalized one-on-one consulting sessions with founder Joe Ghantous providing strategic guidance and mentorship on digital marketing and business growth.
• Walk & Talk with Ghantous Interactive consulting sessions combining discussion and practical strategy development for digital marketing transformation, delivered in a walk-and-talk format.
• الموظف المؤثر (The Influential Employee) Book A 184-page book authored by Joe Ghantous on building personal brand presence on social media and leveraging employee advocacy for business growth. Available in printed ($25), digital PDF ($19.95), visual/video ($17.95), English ($29), and bundle ($49.95) formats, with bulk corporate discounts.
• Saudi Influencers List A curated database of 124+ social media influencers in Saudi Arabia with account details, follower counts, contact information, rate cards, and engagement rates, plus a supplementary list of 50+ macro-influencers on TikTok. Sold as a one-time $290 purchase (reduced from $490).

Quantifiable outcome

• 266% exceeded client expectations across hundreds of marketing strategies implemented across the Middle East
• +5 more outcomes

Named customers12 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

One partnership is on record.

• 4Ts® Board of Professional ConsultantscoreStrategic or Co-development Partner · 1 June 2020Launched on June 1, 2020, the Board consists of notable university instructors and academics whose main role is to continuously develop the '4Ts® of Digital Marketing Operations' concept and introduce it to the international landscape. This is a key strategic initiative for institutionalizing and scaling the 4Ts framework globally.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Netizency: Dubai-based boutique digital marketing and social media agency serving regional brands — comparable in size and SME focus, with similar strategy + execution model targeting Middle East clients.

Broad incumbents

• Publicis Groupe Middle East: Global communications and marketing services group operating across MENA through multiple agency brands; offers strategy consulting, digital marketing, and media services comparable to Right Service's core offerings.
• Leo Burnett MEA: Major global advertising network with deep Middle East & Africa presence offering digital marketing, creative strategy, and brand transformation services overlapping with Right Service's value proposition.
• Ogilvy MENA: Global creative and strategy agency with strong Middle East operations providing digital marketing strategy, brand consulting, and integrated campaigns — competes for the same enterprise clients as Right Service across the region.
• Wunderman Thompson MENA: Global advertising/digital agency network with established MENA presence offering strategy, digital marketing, and brand consulting — directly overlaps with Right Service's core offering but at significantly larger scale and broader portfolio.

Direct peers

• Socialize Agency: Dubai-based digital-first social media and strategy agency serving MENA brands with similar integrated social media strategy and influencer marketing services to Right Service's offering.
• Serviceplan Middle East: Europe's largest independent agency group with Middle East operations providing integrated digital marketing strategy and brand consulting — comparable in positioning to Right Service as a strategy-led firm.
• VMLY&R MENA: Global brand and customer experience agency with MENA presence offering digital strategy, marketing transformation, and integrated campaigns — directly comparable to Right Service's strategy-first consulting model.

Others

• Hill+Knowlton Strategies MENA: Global PR and communications consultancy with MENA operations — adjacent peer given Right Service's thought leadership focus, founder-brand-driven visibility, and event organization (Middle East Social Media Festival).
• Edelman MENA: Global communications and public relations firm with Middle East offices — adjacent peer relevant to Right Service's thought leadership, executive visibility, and brand strategy positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/rightservice
• Facebookfacebook.com/rightservice
• LinkedInlinkedin.com/company/right-service
• Instagraminstagram.com/rightservice
• TikToktiktok.com/@rightservice

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Right Service