The Cube Club Journey:
A 5-Year Odyssey

It was undoubtedly the biggest, hardest, and most educational experience I've had so far. From the day we started building the project until I sold it, every day presented new challenges. Within six months of operation, Trump’s sanctions against Iran were implemented, causing the currency value to plummet, falling twentyfold by the end. Despite these setbacks and the struggle with COVID-19 in the last two years, while other businesses in the area struggled to survive, I made Cube Club grow. By the time I sold the business due to my immigration to Canada, Cube Club was in its prime, hosting top-ranked national hospitality brands.

During this journey, I learned to navigate interactions with all types of stakeholders, from crane drivers and container sellers to top-ranked business owners, the mayor, and clients. I mastered the art of making and breaking deals and, most importantly, dealing with toxic individuals in business. I started as a bossy manager, but over nearly five years, I evolved into a reliable leader for my staff.

This project transformed my perspective, shifting from doing what I admired to seeking user-centered services. It was a unique experience where I learned more than any university or program could teach. If you ask me what I would do differently next time with such a project, there is one thing: I would make sure to enjoy it. Next time, I will dedicate time to myself to enjoy what I built as a customer.