About us
M&2N Consulting advises on strategy, operations and sustainability across Africa. Founded in 2018 by Ilyas Choubaili on 21 years in operational leadership.
M&2N Consulting
We are a management and organisational consultancy. We advise companies on strategy and operations, we design and deliver training and capacity-building programmes, and we mentor small and medium-sized businesses that want to grow without breaking what already works.
We are based in Tangier and we work principally across Africa — a deliberate choice, not a limitation. Our clients are on the continent, our reference cases are on the continent, and the trade routes we know best run through it.
Our mission
To carry out special missions in management advisory and capacity building.
That phrasing is exact. We are not a generalist firm that will take any brief. We take on engagements that need someone to be genuinely fluent in a sector — ports, logistics, export procedure, energy transition — and to stay long enough for the recommendation to survive contact with the organisation.
Our history
M&2N Consulting was founded in 2018 by Ilyas Choubaili, drawing on 21 years in operational and leadership roles. The founding conviction has not changed since: processes and mindsets improve together or not at all, and a firm that only ever fixes the process will be back in a year.
How we think about the work
We build people. People build processes.
Most consultancies deliver a document. The document is the easy part. What decides whether an engagement worked is whether the people inside the organisation can carry it once we leave — which is why almost every advisory mandate we run has a transfer component built into it, and why our training practice is not a side business but half the firm.
We treat clients as partners. Several of the organisations in our references have been with us across multiple phases — the DALIA DIVING CENTER cooperative has worked with us from ideation through financing and into acceleration. That kind of continuity is the outcome we design for.
We follow the trade, not the fashion. Green trade facilitation, port and maritime logistics, export readiness and the decarbonisation of small industry are not adjacent markets for us. They are the practice.
Tell us what is actually happening.
Most engagements start with a problem that does not yet have a clean name. You do not need a brief, a budget or a defined scope to begin the conversation.
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