The founder of Unique Beauty Planet, 28-year-old Ahmed Musa, says his mission is to excel in a female dominated field. He spoke to MOTUNRAYO JOEL

 What do you do at Unique Beauty Planet?

I make hair such as fixing weave-ons (bonding or sewing), braiding and twisting, artificial dread, fixing of eyelashes, fixing of nails, pedicure and manicure, bridal make up and bridal hair. Simply, by what we do, they call me a beautician.

When did you start this work?

 I started over two years ago, working as a stylist around some salons when I was in Sokoto. It was during my National Youth Service in the state.

What did you study in school?

I studied Secretarial Administration at Moshood Abiola Polytechnic, Abeokuta in Ogun State.

What were you doing before you started?

 I was just a student. I was about to graduate from the institution. I just knew within me that I didn’t want to be among the hundreds of unemployed graduates. So I thought the best way to overcome this fear was to start my business early.

What challenges do you on the job?

So many challenges but I’ve been able to remain strong in what I love doing.

I remember that when I was learning this work it was quite embarrassing. For instance, I had bosses who were younger than me ordering me around to do one thing or the other. And I couldn’t say no to them. Others challenges I encountered were with customers that would look down on me as I wasn’t fit for the job. It took sometime before I was given the opportunity to style a customer’s hair.

And later when I had just set up my own business, some people would come around to just for the fun of it. I had clients who felt they know my job better than I do. For instance, some of them would not tell you how they want their hair to be fixed from the start until when you are done. Others would mention the wrong style and expect you to know what was on their mind. Often times, I might have gone half way before some would realise that they had given a wrong style. There were many challenges.

How have you been able to forge ahead?

I have managed to overcome most of these difficulties with the wisdom of God, with my years of experience on the job. But it has not been easy. Managing the situation is sometimes more difficult when I had to put my customers first and adopt the principle that “customers are always right”.

Did you parents support your decision to be in makeup business?

Well, I took up this decision on my own. And to let you know, I’m an orphan.

Do you think you are better off than people working in offices?

I wouldn’t say I am. I have never for once wished I had a white collar job because I so much enjoy what I am doing. Another thing is that when I remember that by working for somebody, you can get fired at any time, I dead paid job. Being self-employed is the best that can happen to a young enterprising person.

How do people react when you tell them you are a beautician?

Some people actually see me as a determined person and they love what I am doing. My friends never stop being jealous about my work, especially my male friends. And being a man, my female friends also envy me too.

How do you feel as a man in female dominated job?

Being a man who is into the work of beauty has been wonderful. I have encountered some ladies who actually do not like men touching their hair or some other parts of their head. This is one challenge I face on a daily basis.

Another thing is the fact that I always have ladies around me but I have to be diplomatic so that I don’t get into trouble with them. I have been mingling with women from the early stages of my life. I was a member of the cultural group during my primary and secondary school days. And I mingled more with girls than boys. I also studied a course which has more females than male. So, it’s no surprise that I am now doing what many consider a woman’s job.

Who are your major clients?

My clients are of course mainly women, but leisurely I barb men’s hair and some men also come for pedicure and manicure. Men patronise me occasionally.

What really attracted you into the job?

I had always wanted to make women look beautiful. When I was young, I had always liked to do something with my sister’s hair and make her up too. Each time I did that, I felt happy when people complemented her look and I think that must have been the motivation that drove me into becoming a beautician. I had the flare and that was what just spurred me on.

Do you think the beauty industry is really competitive?

Yes, it is very competitive, especially in Lagos where every little space provides an opportunity for any beautician to occupy. Those that could not afford a studio would use the frontage of their houses or their rooms. This competition really makes those of us that are corporate beauticians to explore more to meet up with today’s beauty and styles. It has also made people like me stand out among others.

What do you do to retain your customers in the face of competition?

I would simply say my ability to relate well with them, smile and joke with them and by also giving them customer-friendly charges. Sometimes, I entertain them with some dance steps but not while I am working. I have a pleasant voice too and they sometimes say I talk like a woman. But really everything put together has given me an edge over many competitors because there is never a dull moment with me.

What is your future plan for the business?

By the grace of God Almighty I see my company becoming a strong force to be reckoned with in Nigeria and stand tall above other beauty outfits already in the limelight.

What is your advice for young people looking for jobs?

My advice to other young people is to get busy with a trade or profession that will make them self-employed. This is one area I have always loved to talk about. I have always heard this saying that “don’t think of what Nigeria would do for you but think of what you would do for yourself.” I thought of what I would become when I finished my National Youth Service that is why I am here today, not depending on my certificate. That may not immediately bring food to the table and take care of other financial needs.

Even from the NYSC level, you can become an entrepreneur. For those who have no educational qualification or failed to finish or graduate from school, don’t become a burden on others, get yourself busy with a vocational job that would make you self-reliant. That way, you wouldn’t walk aimlessly on the street.

Mr. Remi Dairo is the founder, Solvere Word Consult. He speaks to IFEANYI  ONUBA on the challenges of the business  

What kind of business do you do?

My kind of business is productivity solution providing service. Our organisation helps people and organisations to increase productivity and enjoy maximum returns with little and right efforts.

What motivated you into the business?

I decided to be an entrepreneur because of my passion for it. I have always wanted to be independent, self-employed. I take delight in helping people to get out of trouble. I decided to extend that help to organisations by increasing their productivity. I hate laziness, laxity and redundancy. I hate to see people working hard and not working smart, It irritates me.

I am angry when job is not done with excellence. Please note I did not just start business on passion but until the passion was strong enough to take me through. You can be passionate and not ready for business.

How long have you been in business? 

I have been in business for the past seven years, doing nothing but productivity.

How do you manage your business? 

Management of business is relative, depending on the person and the style of leadership. I have permanent staff and non permanent staff members. I have meetings with the team, we do vision casting every week and we look at different strategies to achieve our goals but I never box them.

I allow each and everyone to come up with their best ways of getting result. Creativity and Innovation is one of our pillars in Solvere Word Consult.

As a young man in business, who are your clients and how do you get them?

Basically, they are young business owners who are not finding things easy.

The peculiarity of my job as a productivity expert has made us to have various kinds of clients in Nigeria and abroad. Our new product, Personal Productivity Programme (software) helps you to find your areas of productivity and maximise your performance in life and career. This has widened our scope of clientele.

We solve productivity challenges for corporate organisations too; schools and colleges; parents and guardians; students and individuals; undergraduate and unemployed youth and others.

Do you need much funds to start the business? 

My answer will be yes and no. Yes, because we need to pay for our facilities that must be world-class, pay overhead and for machines or tools that produce the products/services that we present as solution to the people.

If it is not excellent and world-class, we would not go to the market, our product is our selling point.

On the other hand, I will say no because I don’t need to get an office space to train, coach or consult for an individual or organisation, just provide me a seat or a space for me to be comfortable for someone to listen to me, then I am good to go. The service I provide can be done in client’s office or a chosen venue of top customers.

Will you advise fresh graduates to go into business?

Yes but they must find their personal productivity profile to discover their passion and what they are wired for. They should go ahead and do it. A copy of our personal productivity programme will help them to achieve this in five minutes. Then, they must find where to learn the skills relevant for the business they want to go into.

Entrepreneurship is not an escape route; it is more about developing the business skills to be able to survive in this terrain. Entrepreneural success involves hard work and creativity.

Do you need government’s support to succeed in entrepreneurship?

The government needs to provide an enabling environment for small business to grow. Provision of soft loans for start-up businesses will go a long way to eradicate poverty from the grass roots.

The government should sponsor more young people to the School of Productivity and other skill acquisition centers to help them to acquire relevant skills, knowledge and attitude applicable to their performance in business.

Training is key; we should not depend on the academic knowledge to get the best out of these young people who have business ideas.

What are the challenges you face in the business?

Without challenges, there is no entrepreneurship. Business is borne out of challenges; it is the bedrock of great entrepreneurs. So I see challenges as a springboard to success. In Nigeria, there are many challenges in this business.

The major challenge is finance for start-ups. Many have great business ideas but do not have the finance to execute their projects. When you go to bank for a loan, collateral will be required. Where would a small company find the required collateral to be able to access the finance needed? So, project financing is one of the major challenges.

How do you confront this challenge?  

There are two ways to tackle this challenge.

First, get help from family and friends. Second, find valuable things to exchange for money to start your business. These two approaches, I have also adopted myself.

Getting finance for projects from banks becomes a last resort. You can get money from family and friends if people can trust you; integrity is the watchword here. You can also sell valuable things that you keep at home to get ahead in your business. Some people keep gold at home while their business suffers.

It is time people began to put more value on their business than material things. If you cannot pay a price for your business, nobody will put value on it for you. You can always get the materials back when your business is on the rise.

What other investment principles are needed to succeed?

The key investment principle is what I call ‘eat some, save some, and invest Some’. Anytime money comes into your hand, you must follow the three principles. You need to eat some, don’t kill yourself because you are saving, pleas, use some of the proceeds of the business to take care of yourself. Spend. Some money on good food, good clothes and books for personal development to build youself for a better business.

The second level is savings; you need to have a saving culture. Save something for the rainy day; keep something from every income as savings. This culture can sustain the business.

The final part of the principle is investment. After you have saved, what you need to do is to invest the savings.

People ask me what do I do with my savings? I tell them invest it.

A 30-year old Olumayowa Fadeyi the CEO of May’s Mirabilis Events. He says everyone has a talent that must be discovered, packaged well. He spoke with Motunrayo Joel

How did it all begin?

 It all began from school. Back then at the University of Ado-Ekiti, I realised I had a flair for planning events. Without paying attention to it really, I helped to plan birthday parties and other social gatherings for friends and others and people came back with testimonies of how my ideas, suggestions helped their events.

 With such testimonies, I started consciously planning events for people around me, and they always turned out successful. Seeing that planning events was something I succeeded in naturally, and with the encouragement from people around me, I decided to make a business out of the skill.

 The business really commenced during my service year under the National Youth Service. That was when I came up with the first name, got my complimentary cards produced it and started operations.

Did you study events planning or related course in the university?

 No, I didn’t study Events Management and I am not sure any university in Nigeria offers a degree in Events Management. My first degree was Plant Science and Forestry and my postgraduate programme was in Environmental Management and Control.

 The business name appears unusual; where did the inspiration for this come from?

 Let me first say that I did not start out with this name. This business was formerly called Oasis Catering Services. Though I came up with the name, I wasn’t completely comfortable with it. I wanted something different, something unique, preferably a combination of my name and another word. The word “May” is from my first name, Olumayowa. While discussing with a close friend about the other word, we considered different words until he suggested the Latin word Mirabilis meaning ‘wonderful’, ‘marvelous’, ‘extraordinary’, ‘amazing’, and ‘admirable’. And immediately my heart clung to the word and I decided to have the business name as May Mirabilis Events. However, when later, another friend wrongly pronounced the name as ‘Mays Mirabilis’, it struck me that I could modify it by taking a cue from that wrong pronunciation. I then settled for May’s Mirabilis Events. That is, there is an expected wow experience in every event planned and managed by this enterprise.

Did you go for any type of formal training?

 Yes, I had some formal training. My initial training came from my mother. She used to make confectioneries and I learnt some basics from her. I proceeded to have professional training in baking and decoration of cakes and later went for training in Event Management which extended into event venue decorations and the likes.

 How has the business been since you started?

 The business has been challenging but I can tell you that God has been faithful. It’s a little tasking to break into the market as many people believe that it is only the big names that can execute their event plans satisfactorily. Some want to know how many ‘mega-events’ you have handled.

 Also, many people in this country have not yet seen the need for employing the services of professional event managers in executing their events. You have to offer free or discounted services to some people, at least in order to show them what you can do. It takes excellence, time and effort, and I am really committed to the job. I know that with God on my side, I will get there.

 Do you really need so much money to have a good ceremony?

 There is no doubt that events are in classes and in degrees. Events differ according to the hosts; the personality of the guests being expected; the environment and a number of other factors. This notwithstanding, it does not necessarily require so much money to have a good, modest and highly memorable ceremony, if a brilliant planning is put in place. Great spending does not guarantee a great ceremony. Events that are planned with the intention of showing off great wealth and opulence are an exception because the amount of spending in such events determines the perceived level of success.

 Have you ever been in a ceremony where several dishes were prepared but there was no menu or a well defined mode of knowing the preferences of the guests? You will find out that sometimes, rice will be served and guests are already eating this and another person later comes to announce that there is yam porridge or another delicacy. Which guest will be able to eat again after taking what was initially given to them? At such ceremonies, a lot of money goes into cooking and other things but little consideration is given to the management of the events so that all the components would work together in perfect harmony.

 I recall when we had an end-of-the-session dinner of an institute recently and I was involved in the planning and the execution of the party. The planning hit a rock when there was shortage of funds. But with ingenuity, we pulled off a very modest dinner that left people wondering how we accomplished such a feat despite the insufficient fund.

 Event management is all about catering for all ramifications of an event. An event and its components can be likened to a machine; and for the machine to function optimally, certain bolts and nuts must be tightened properly. Tightening these bolts and nuts does not depend on how much is spent but on the knowledge of what bolts and nuts need to be tightened as well as the possession of the tools and skills required for this operation. This is why I am convinced that you do not need so much money to have a good ceremony.

 What can you say has sustained your business so far?

 In the first place, let me say that this business would not have seen the light of the day but for God and the encouragement of the good people around me. Due to my natural liking for event management, I was given to rendering these services to people, using my skill to help them for free. My focus was on the fact that I loved doing it. My conviction about the business with the people’s encouragement has helped me a lot. So I can say that passion, focus and commitment are the essential ingredients sustaining my business.

What is your annual profit yearly?

 As a growing business, and as it is with most businesses, our annual profit is not fixed; but I can tell you that we’re making good progress.

 What is your vision for the business?

 We are building a business that will become a national leader and a dominant global player in the events industry. As a future conglomerate, we would have a chain of restaurants that will serve local dishes and offer the same exceptional event management services, training people in event management and with an array of dedicated personnel.

 There comes a time in every person’s career or line of business that no job is too big to handle. Have you crossed that zone?

 I have enough reasons to be confident of my past achievements. But that is not enough. There is still a very long way to go and I am not stopping until I exceed that. I am sure that the best is yet to come.

 What other things can you do, aside business?

 Aside event management, acting is one other thing that I do exceptionally well. I love dancing and reading. I take my time to make decisions, and when I make such decisions, they are as good as sacrosanct. I don’t make friends on time, that is, on the go; but when I do make friends, I am loyal to my friends, placing so much value on them. I am more or less the point of connection among many of my old secondary school friends. I have high degree of tolerance. I am a very playful person but you would not know this part of me except you move a little closer to me, I sometimes tend to recoil into my shell when there are ‘too many’ people in a place, when I am in a new place or when I am in the midst of unfamiliar people. This can last for some time until I allow myself to be lured out of that shell by something that interests me. I am quite principled in my approach to things. Some people see me as very strict because of this, but I call that being disciplined.

 What is your advice to unemployed young people?

 To the unemployed youths, I would say, dig into the crust of yourself, discover your gift (your talent), discover what you naturally, easily succeed at; develop this gift, make it marketable and desirable; package it so excellently that it is irresistible to those who need the solution that the use of your gift provides.

 And ultimately according to the Bible, I would advise that whatever your hand finds to do, do it with all diligence. No matter how small it is, keep being your best at it. Everything you have at your disposal is a seed for something greater, which if cultivated with utmost care, will yield harvest that far exceeds your wildest imagination.

Twenty-six-year old Kayode Oluwamotemi owns Shawarma.come, an eatery. He shares his business secrets with MOTUNRAYO JOEL

What did you study in school?

I studied Electrical Electronics Engineering at the Covenant University, Ota, Ogun State.

 How did you come into the business world?

Before I completed my first degree programme at the university, I had already known I would not work for anyone but I wasn’t sure what I wanted to do yet. I initially thought of going into a clothing business but I felt that the business line was already ‘flooded’ with a lot of people. So, I did my research on some other business activities that are of interest to me. I settled for cooking and baking. But I didn’t want to go into the regular restaurant business where many big names like KFC, Barcelos are dominating. I just thought of something Nigerians love eating a lot but had not been exploited by these established restaurants. I came up with Shawarma. All I did was to change the regular look of the Shawarma joint by making the it more appealing and combining it with a mini lounge where customers can watch football, chill and listen to good music under a conducive environment.

 So Shawarma.come is not the regular shawarma joint we all know. Ours is different because it is more modern, with colourful environment. It is a place people can eat Shawarma as well as get hot fresh bread, barbeque and chips, pizza, ice cream among others. It also has a mini lounge. And currently, we have two branches.

What attracted you to business?

 I was motivated by Bishop David Oyedepo who was my chancellor in the university. He always advised us to be job creators and not job seekers.

 I was also motivated by the fact that I really want to be wealthy and probably own a private jet someday. This, I know, is more likely attainable as a Chief Executive Officer, and not an employee.

What was your first entrepreneurial experience?

 As a kid, when I travelled to the United Kingdom with my parents for a vacation, I took a loan from my dad to start a small business. I bought some clothes, which I later sold to my fellow students when I returned to school. This was first experience in business, which turned out to be a success. Also, when I was in the secondary school, I used to barb my friends’ hair. It was initially for fun but when other students knew of my talent, they kept coming to me for barbing. And I started charging them for the service. I used to make about N2,000.

 How is the Shawarma business doing?

 I think it is doing well. Sometimes, people tell me they want to be like me; some ask me for advice. They make me feel embarrassed the way they treat me with respect. But this has given me more strength and I am more encouraged to do more and achieve greater heights in the business.

 What do you consider to be your greatest achievement so far?

  My greatest achievement so far is setting up a new branch without taking any loan from anyone or any bank. And the branch is also doing well.

 What’s your most memorable experience as an entrepreneur?

 The massive response I got on the first day I launched my business almost two years ago has remained my most memorable experience as an entrepreneur. The crowd was massive and people were actually thanking me for opening shawarma.come in that area. I was amazed that people could be thanking me for spending their money. I made a lot of sale that day. And I have been receiving a lot patronage up till today.

How did you start the business?

I started with three members of staff but the demand was so much that I had to employ five more people the next month and the funny thing was that there other shawarma spots in that area but the extra effort I put in making my brand different has paid off.

 What nervous moment have you had in the business?

 The most exciting moment of my entrepreneurial journey, which was also my most nervous moment was the day I launched the business. Different thoughts were on my mind. I was scared. Will people come and buy? Will they like the taste when they buy it? What if they don’t like it?  These were some of the questions that came to my mind. But to God be the glory; it went well. I was excited when I saw people trooping in. I felt fulfilled.

What is the most important reason for the success?

 The fact that I chose to be different accounted for the success. And I have to give God the glory. He gave me the inspiration to be different. I believe no man can make it on his own without God. And He made to do what I enjoy doing from time.

 What do you enjoy most about what you do?

What I enjoy most about my job is that I don’t go through traffic every day. I don’t have to wake up early so as to beat the traffic. This is because the head office of the business is close to my house; it is about five minutes’ drive. I enjoy making good food. Also, seeing people eat the food gives me so much joy.

What is your advice to unemployed graduates?

 My advice to unemployed graduates is that they should try to start something, no matter how small. Once they start, the business will start growing and even if the business fails, they have ample time to adjust and try again. Youths should not to be discouraged when a business attempt fails because that’s not a failure in actual sense of it. It only becomes a failure when they give up. I will also like them not to give in to some discouraging comments by other people when they are about to start any business. I will advise them to do what they will enjoy doing. They should not do what other people are doing; they should rather be innovative and different in a very positive way.

 Everything is not about oil and gas. You don’t have to work in an oil company to make it in life. It is not everybody that will work there in the first place. All people need to do is to identify a need: what people really want and try to provide it for them and get paid for it.

The Managing Director of Sans Frontiers.com, a travel management company, Tejumolu Ajiboye, 26, speaks on the fears of most young graduates in business and how she conquered hers. She spoke with MOTUNRAYO JOEL

What did you study?

I had my first degree in the University of Ilorin, and a postgraduate degree in Environmental Management and Pollution Control in Obafemi Awolowo University, Ile-ife.

How did you get involved in business?

I became an entrepreneur by learning from other people’s experiences. Nobody taught me business formally. I just developed the interest and picked it up. I’ve seen people that are dear to me lose their fat salary jobs; they suffered and their families suffered too. In fact, it’s not something a family should experience. Because of these real life threatening experiences, I had to do a lot of thinking and exploration. I settled for the business that best suits my lifestyle. And with God on my side, I am now making progress. Secondly, my friends with their 9am to 5pm jobs hated Mondays so much that they prayerfully wished for Friday to come quickly. I didn’t want to be scared of Mondays. So, it became an economic necessity for me to do something on my own. I just took the bold step and sincerely, I love my Mondays.

What was your first entrepreneurial experience?

I remember going to the orientation camp of the National Youth Service Corps in Lagos State with a popcorn popper. I went there to make popcorn. Anytime I look back now, I can’t help but laugh. Four other persons also came to pop popcorn at the camp. But it was just me who sold in a pack; the others sold in nylons. I am sure you know who sold the most. I had a helping hand. While he was popping corn, I interacted with the corps members. A week to the end of the orientation programme, one of the popcorn sellers started selling with packs too. But it was too late. I had become friends to almost all the corps members and they actually preferred to buy from me.

What are the new business skills you have discovered on the job?

I have realised that being an entrepreneur is much more than making money; it is more about sacrifice. People like to dream about what you are worth when you are an entrepreneur (with an exciting lifestyle, the freedom to travel, passive income and some others). But what about what you have given up. You can’t wait to quit your 9am to 5pm job; but you will realise that you are most likely replacing it with a 6am to 6pm job and in some cases for six or seven days a week. You are ready to take more vacations and work from anywhere. But if you haven’t spent enough time working before hand, you won’t have the income for it. Even mobile phone application programmers and developers, which are in one of the fastest growing industries around, know that it is not as simple as ABC. You’ve got to sacrifice something. I haven’t met a single entrepreneur that didn’t sacrifice something when they first started out. As a start up entrepreneur, it is also hard to give yourself time off because if you aren’t working, then you aren’t getting paid or moving any closer to where you want to be. In fact, you have to force yourself to stop thinking about the work that you do, largely because you enjoy doing it. Also, it is much harder getting a loan when you are a start up entrepreneur than if you are a typical pay employee. Underwriters want to make sure you run a proven and profitable business over a couple of years.

What difficulties did you encounter at the beginning of the business or did you achieve instant success?

Being an entrepreneur is not as exciting as people think, especially for startups. You’ll need to give up a lot of things you enjoy doing. I had always thought that being a CEO is a good way to gain respect and authority. When you are the CEO of a startup, it is like everybody is your boss; your customers, friends, everybody is your boss. Don’t expect fame and prestige. The life of a startup entrepreneur is indeed that of humble.

I also thought I would have more free time as an entrepreneur. When you are the CEO of your own company, especially startups, you can work for 24 hours in a day. So, you have to do a lot of thinking and planning to get yourself out of the 24 hours a day work. Being an entrepreneur is also about meeting people’s needs. It is about making a difference. It is people-centered. It is about what you can give. To be a successful entrepreneur, you must think less about yourself. I have also seen that creating a company works mostly for people that have passion for the job. That is the only thing that can make one go through the experience and survive the downtime.

What has been your greatest achievement?

My greatest achievement has been giving my clients something better, faster, cheaper than what the nearest competitor offers. My happiness is my ability to help people with their travel needs, answering their questions and following their dreams. As long as we can continue to do that, everything else is just icing on the cake. Knowing that what you are doing is ensuring that someone will be having the trip of a lifetime gives you a soothing relief. Anything we can do to help people get out and celebrate this wonderful world of ours is a good thing.

What is your most memorable experience as an entrepreneur?

For me, getting my first client has remained the most memorable moment. There seems to be an unusual quality to the first deal where you feel that all your hard work has paid off. It wasn’t an easy thing, because I didn’t have contacts. Landing my first client, I felt my dreams were fulfilled. I felt like bursting out with joy and my heart was pumping fast. When I got home that day, I celebrated it. I felt really good.

What do you think is the reason for your success?

Well, I have come this far being an entrepreneur because I have built a top- notch business team. No one can build a business alone. It is a task that requires a team that is as committed as you to the business and its success. In today’s world, it takes a team to get the work done, whether we are talking about a startup or a large conglomerate. The potential of any team is defined by its members, not just individually, but collectively.

What do you enjoy most about what you do?                

I love what I do a whole lot. I get to meet people; a lot of people; good people, sad people, cheats, happy people and angry people. There are also people who can’t be satisfied easily; people who you would break your neck for and they won’t be impressed. It doesn’t stop; you just go on meeting people. It is so interesting.

What is your least desired part of being an entrepreneur?

Once someone gets a 9am to 5pm job, at the end of the month, the person expects to get paid. But it doesn’t work that way as an entrepreneur. In fact, you might actually forget your way to the bank for the first few months or more. Now, that isn’t funny, but it’s the truth. In fact, if you think that becoming an entrepreneur will bring you loads of money easily, you are just bad at mathematics. That is the unexciting part of being an entrepreneur.

Will this not scare unemployed graduates from going into business?

My advice to all unemployed graduates is that they should learn a trade and read widely. There is a story of a man who entered a restaurant and sat down in one of the chairs, waiting to be attended to. He waited for quite some time and nobody attended to him. Someone later came to tell him the mode of operation of the restaurant.  Life doesn’t really give us what we deserve. It only gives what you demand. Never sit idle. If nobody employs you, do something. In life, you don’t need to wait to get served; you go out there, pick up your tray and take your turn.

Yewande Olofinro, 30, is the Chief Executive Officer of Green Pasture Kiddies. She spoke with Tope Omogbolagun on the challenges of running the charity organisation

 Why did you go into a charity business?

I come from a family where sharing is a lifestyle. My family believes that nothing is too small or too big to share, so it wasn’t so difficult taking on charitable work as something I want to spend the rest of my life doing.

Also, I have a deep love for children. When I was a child, I got almost everything at my finger tips; so, it breaks my heart to see children in pains and those whose parents cannot afford to give them the basic necessities of life. I am also compelled by the need to do something positive to make impact in the lives of indigent people to give them hope and comfort for a better tomorrow. I sincerely believe in one step at a time; one person at time. We can all make the world a better place and trust me, it’s not about the big things we do, it’s about the small things that we do with consistency and a sincere heart of love and compassion.

Do you need so much money to set up the business?

Well, it’s not a business in the sense that we seek to make profit from it. It’s purely an altruistic undertaking but, I confess that it’s capital intensive. When you think of the amount of money we have to pay for medical bills, to buy food and groceries for people, pay school fees and clothes for some of these deprived children, it definitely doesn’t come cheap.

Is your charity business strictly for helping children?

Yes, it is. We reach out to children between the ages of 0-12 and our reason is very simple: You’ll realise that those who fall within this age range are largely dependent and vulnerable. They need a lot of care and concern and we cannot afford to allow them to become psychologically and physically damaged because of the situation in which they find themselves. So, before they become adults, we feel the need to ensure that they are prepared and empowered to face the challenges in that phase of their life.

How do you locate children who need help?

If you take a look at the poverty rate in Nigeria and narrow it down to Lagos specifically, which is our base for now, you really don’t need to look too far to locate people who are in need and  whose lives you can touch. In my case, what I do is to open eyes, ears and hearts that are willing to make life better for the next person close by who is need. Over the years, my friends and I who are very passionate about this course take out time to visit slums, especially in Ilaje, Ijora (Otto), both in Lagos, to see how children are faring. By so doing, we identify the ones that need help. We also visit the children’s wards of some hospitals to carry out needs assessment and come up with ways to address the identified needs. Overall, our driving force is to reach out to as many children in need as possible.  We reach out to children in slums, hospitals, public schools and orphanages as a way of keeping our focus majorly on education, health and welfare.

Since your firm is a charity organisation, how do you get funds to run the business?

I run the business with my personal savings, donations from friends, relatives and other kind-hearted people.

How do you convince people to provide funds to help the children under your care?

Of all enterprises in this part of the world, it is difficult to get support for charity businesses. Trying to get people to believe in you and what you do can be very daunting. And given the fact that we don’t have the kind of financial base required to effectively reach out to as many indigent people as possible, it hasn’t been easy. However, we have glowing testimonials, which are the evidence of the impact we’ve made since we started.

We ensure that our partners see what their money is being used for by encouraging them to physically participate in every project and this gives them a deep sense of ownership. I’ve come to realise that when people participate in projects like this, it makes them more engaging and willing to assist further. With that, we win them over.  So, we have been able to win people by not just making them feel that it is only their money that we need, but also that their presence matters a lot.

What are the challenges you have faced since you started running Green Pasture Kiddies?

The challenges are enormous. I did mention earlier that getting individuals, corporate organisations and even the government to support what we do is extremely challenging.

Again, funding is very tasking. Getting people to part with their money is not something that is very easy; a lot of people will prefer to give verbal support but when it comes to sacrificing that money that you need in obtaining necessary items, it’s usually not easy. Nevertheless, I don’t begrudge anyone; people shy away from that. Another challenge is the fact that there are some fraudulent charity organisations that have betrayed the trust of people. For the fact that there is lack of integrity, transparency and accountability in the business of most of such organisations, it’s a bit hard to attract the kind of funds we’ll require from international donors. But, we’re trying to change that perception at the Green Pasture Kiddies. We’ve succeeded, to a large extent, in earning the trust of some close friends and kind-hearted individuals and we are positive that we’ll be able to give full life to our dreams.

Overcoming the challenges is a continuous exercise for us. As we touch lives and make impact in the different communities, schools, orphanages and hospitals that we support, we ensure that we share the success stories of the beneficiaries and it is in being consistent in our communication of such stories that we earn the trust. We’re also aware of the fact that there are some charitable organisations around that defraud people. This is one of the many challenges that we contend with because a lot of Nigerians are very reluctant when they’re called upon to make donations or participate in charitable acts. The fake ones have given us not too positive image and perception in the minds of stakeholders. However, we have been able to live above board. By God’s grace and, over time, I have been able to earn some people’s trust and confidence and a lot of them can vouch for me and they are encouraged to also get their families, friends and colleagues involved in our project. Over and above that, we run an open door policy as it relates to every aspect of our activities at the Green Pasture Kiddies.

What are the guiding principles to achieving success in a charity organisation?

As charity organisations differ, so are their principles for achieving success and their definition of success. For us, we measure success in terms of the lives we’ve been able to touch. I cherish helping children to move from nothing to something significant. And compassion is a fundamental principle for success in this job; without a compassionate heart, you cannot open your wallet to buy a plate of food for a hungry child. Beyond compassion, we have a deep sense of sacrifice and commitment to seeing lives transformed. And it is only when lives are transformed that we can beat our chest to say we are successful.

Will you advise young graduates in search of jobs to go into the business?

Well, I think young people should take time out to discover what their passion is. It makes the process easier, I believe that God has a purpose for creating us and if each of us will take the time to find out from Him why we’re created, we’ll all find fulfilment and joy in life. Instead of complaining about mass unemployment in the country, find out what you’re called to do and look for platforms to hone your skills and transform your talents into what you can deploy to serve other people. I believe every individual is called to a life of service in one area or the other. However, some of us have dreams and aspirations that can’t be achieved in a short time. And in that respect, I’ll suggest that we look for an internship or volunteer opportunity that would help to equip us for the future.

What advice do you have for people that want to go into your kind of charity?

Life is not a bed of roses; there are also thorns, bumps, lumps, and roadblocks along the way. Never give up on your dreams no matter the discouragement from people and the society. Motive is very important, so if you have a wrong motive, compromising won’t be difficult. And, you don’t need a lorry load of money to affect lives positively; your N500 may be what will save a dying child or a hungry family. There are a lot of patients in pediatrics wards who are held as ‘prisoners’ in the hospital because they owe as little as N10,000 medical bill. Ultimately, in all ways, acknowledge God and He’ll direct your path.

Twenty seven-year-old ‘Seun Salami, who founded Vine Media, a publishing and communication consulting company, in 2009, talks about how he started the company without any savings, in this interview with ARUKAINO UMUKORO

 You graduated with almost a First Class in Mass Communications and you also have a master’s degree in the same field, why did you start up your own company when you could have easily got a lucrative job in a multinational company?

Technically, my first degree was not a First Class but because I was the best graduating student in my department, I have become used to people assuming I made a First Class, and I always accept it as a compliment with a broad smile. I followed the first degree up with an MSc, not because I wanted a lucrative job anywhere, but because I am one of those people who are constantly in search of knowledge, either within the four walls of a formal institution or from books and studying. I didn’t wake up one day to make a conscious decision to become an entrepreneur. I knew I would end up being one right from my days of publishing a teenagers’ magazine in church as a 15-year-old, to my undergraduate days of publishing a book and a youth magazine.

How did you start your own company?

The company was registered in 2009 during my National Youth Service Corps programme. I did not officially begin any major work until two years later because after I completed the NYSC programme, I worked as a Communications Strategist/Media Relations Officer with Fela Durotoye, one of my mentors. Vine Media also has a publishing imprint called Bookvine, under which we publish books (fiction and non-fiction); we assist clients with concepts development, branding, communications strategy/media relations and promotional services while we also publish a Christian youth magazine, called Vine, which is available online and is also now a free monthly publication in print.

In about two years, Vine Media has handled several branding and promotional campaigns, either on social/new media or the traditional media, some of which you are well aware of but may not know the organisation behind it.

I’m personally very proud of some of those works and God had been faithful. We’ve also published about 24 books so far under the Bookvine imprint; for our own authors and others who simply want to self-publish their books professionally with us and have some measure of control over the process. It’s been a tasking adventure, but it has also been one I wouldn’t trade for a nine-to-five job. We tend to think of entrepreneurs as having more time on their hands, but that simply isn’t true because I always have to work harder and longer than everyone else in the team.

Apart from the books we’ve published directly, we’ve also been involved in various stages of book projects with authors like Fela Durotoye, Lanre Olusola, Charles Novia and Steve Harris. Our clientele continues to grow and we do our best to deliver exceptional services.

Our long term vision is to become the biggest publishing company (in terms of reach, publications and resources) in Africa and one of the top three in the world. I believe that in five years, we would have taken major visible steps towards achieving this and the plan is to continue to deliver world-class services without compromising on our values and integrity.

With the numerous challenges entrepreneurs face in this clime, how have you been able to stay afloat?

I wish I could say there are seven secrets to staying afloat as an entrepreneur. I’ll just simply say that if you set out to become an entrepreneur simply because you heard it was the fastest way to make money, you’ve missed it. Your drive and desire to solve problems and meet people’s needs must be greater than your desire for personal wealth. That’s the only thing that will keep you going because, if the truth be told, there will be days when you will think of packing it all up and getting a good job. I had the opportunity of working in the telecoms industry and established media houses or even getting into lecturing early, but I decided to take this path because it has always been my dream. Although I intend to lecture much later after I have gained a lot of experience.

But you must have had a huge challenge?

Sincerely, one of the biggest problems I’ve had is the lack of information around here. I studied Journalism at Lagos State University before my Master’s degree programme at the University of Lagos and I was lucky to have taken some courses in book publishing while at LASU. I remember we used to be few in the book publishing class because everybody wanted to go into advertising or public relations. Interestingly, a lot of what I know came from there. After that, acquiring more knowledge about book publishing in the Nigerian context has been like trying to squeeze water out of rock. Most of the books available have foreign context. So, I hope to write books about that in the near future. Linked to this challenge is also the fact that there are not too many mentors available in that area and the few available are usually busy and I understand that because I know how much work I also have to put in to achieve the results we have at Vine Media. But then, you just have to keep going and keep learning.

How will advise young people who are scared of going into entrepreneurship because of the societal or economic challenges?

There will always be challenges. Becoming an entrepreneur is a risk, but being in paid employment is also a risk. I think we need to first discover ourselves and decide if we actually want to become entrepreneur or not. Yes, entrepreneurship is good, but we are not all meant to be entrepreneurs. Some people are simply gifted managers and others are meant to assist entrepreneurs. I am one of those people, like many entrepreneurs, who are simply visionary and can come up with great ideas and visions, but then, we need people who will help to actualise the vision. One of my major challenges was because of my calm personality, I didn’t know how to charge people for services rendered or follow up on debt recovery, until I got someone to handle that aspect. But if you’ve decided to become an entrepreneur, then go for it with everything you’ve got. There will always be pressure and expectations from the society and family, but the only way to prove them wrong is to be successful at what you do. When you become successful, everyone will embrace you.

How much capital did you start up with and how were you able to get funding?

I didn’t have any savings when I left my job, but I started by rendering services and getting paid for them, mostly editing and later script-writing services, one at a time. Then, I got referred and it became two, then three and eventually more jobs started coming in. It will not be as easy as I’m making it sound now but if you’re in it to win it, you’ll stick right in until that phase passes. It is only a phase and there are still other phases ahead. Unfortunately, most people give up at that stage because they have their sight set on that big N10m or N50m investment. We will not all be that lucky, but we can all start with what we have from where we are and eventually be able to invest that much in other people’s businesses.

I have learnt that. Always aim for the best and nothing less. Don’t go after money, go after impact and money will come looking for you. Success is what you make happen for yourself but greatness is what you make happen for others. What you make happen for others, God will make happen for you.

Thirty-year-old Oluwaseyi Abolaji, who founded Akanbi Ventures Limited, a lemonade firm in 2009, in this interview with MOTUNRAYO JOEL, says the youth should think about where they can add value

Did you study a business-related course in school?

Not really; I went to Stanford University in California, the United States. I studied History and Philosophy.

What services does your company provide?

The company, Akanbi Ventures Limited, produces  juice. When life throws you lemons, catch them and squeeze to make some delicious lemonade. This belief or philosophy is at the heart of everything we do in the company. We produce high quality consumable products that add value and promote health, fun and active lifestyle.

How did you start the business?

The business started with only N2,000, which I used for buying a plastic hand juicer and fresh oranges to sell at a small kiosk at the Covenant University.

People were laughing at me when I started. Out of concern, one lady, seeing the excitement and enthusiasm I put into my work, pulled me aside one afternoon and said, ‘My son, I hope you are doing more than just this juice thing… with all the energy you’re putting into this. I wonder how you are making it.’

It didn’t look like much at the time, but I was enjoying myself and I knew where the business was headed. We are now producing and distributing Nigeria’s first NAFDAC certified juice made with real fruit, not-from-concentrate lemonade. Our product has found its way into about six different states with no special marketing  or advertisement strategy.

What motivated you into the business?

I started the lemonade business in 2009. Then, I just saw so much being wasted around me. I would go to the markets at Owode (in Ogun State) and I could see heaps of fruits and produce wasting away. I felt there had to be a way to add value to the business.

I started squeezing juice because I just couldn’t find any good orange juice around. All the stuff I tasted didn’t taste like fresh orange juice. Despite being blessed with good natural environment in Nigeria, there was hardly any natural fruit juice hygienically prepared and convenient for the people on the go. I figured there might be some other people who felt the same way that would appreciate and be willing to pay for delicious healthy alternatives. I thought it would not really be pleasant to just offer orange juice; so, I picked up some fresh lemons in the market.

My elder brother came to visit and saw how we were making and selling freshly squeezed lemons at our small kiosk at the Covenant University. He saw the crowds that lined up to buy our drinks and suggested we could bottle the drinks to make it easier for people to pick up and enjoy even while on the move. Then, at the end of the night, I would go round picking up old coke bottles. We washed the bottles, removed the label, and the next day, we put our lemonade in the bottles.

Have you attended any course on juice production since you started the business?

I went to the NYSC Orientation Camp in Sagamu, Ogun State. That was when they just started off an entrepreneurial training programme which I attended and got trained on juice and yogurt making. That’s where I learned about proper preservation techniques.

Immediately after programme, I took all the money we’ve been saving from the lemonade sales and started putting together all the requirements for the NAFDAC registration.

It hasn’t even been one year since we were NAFDAC certified and we consistently receive calls from distributors and marketers all around the country. We’re already in six states. We are being more cautious about the speed at which we’re expanding because we’re really trying to make sure we set up proper structures and systems for us to be able to maintain our high quality standard as the business scales up.

What do you consider to be success as an entrepreneur?

I don’t think one is successful as an entrepreneur until the business/organisation one has created can generate more ideas, consistently improve on its product(s) and/or service(s) and develop excellence in specific areas without the entrepreneur’s active involvement. This, of course, must be done while making profit and adding value.

What has been your greatest discovery about the business world?

Before, I thought everyone desired to and is proud of adding real value. But my biggest surprise has probably been discovering that many people want to get paid without adding any value. This includes people seeking employment as well as consultants that expect to get paid well for their efforts, instead of their results.

What do you do on a daily basis to grow as an entrepreneur?

I read, listen to, watch and study people who are great/successful at what they do. I really think about what makes them and their organisations so good and try to implement whatever I learn that is applicable to myself and the business I am building.

What other skills have you developed to stay focussed and productive?

Specifically, I keep a notepad  at all times to record ideas, and maintain my daily to-do list. I do this in order to cut out activity for activity’s sake. More importantly, I avoid many distractions/temptations by actively seeking out and spending more time with people who are better than me—whom I can learn from.

Have you noticed any attitude that can retard the progress of a business?

I don’t understand why it is difficult for entrepreneurs to focus on their strengths, and allow others who are better than them at other parts of their business to join on and focus on those other aspects of the business. Of course, it’s important to have a good understanding of the entire business, but it’s crucial for entrepreneurs to focus on what they’re good at and surround themselves with people who are good in other areas. For example, I have a gift for developing simple, fast and inexpensive ways to move from ideas to tangible products. I have the gift of creating. I enjoy that challenge. I’ve been looking for people who are gifted in sales and marketing. I feel entrepreneurs miss so much and waste so much energy trying to do what they’re not good at.

What popular entrepreneurial advice do you disagree with?

There is a huge misconception and undue emphasis on the importance of a good business plan and intensive/comprehensive market research. I’m not advocating starting out without a clue where one is headed, but the reality is that there are just too many variables to make any business plan or market study meaningful for a young entrepreneur with a business that’s just getting started.

Most great business plans are just ‘great on paper.’ And the basic market survey/research is finding the creative ways to express or offer common products and services. Many ‘marketing sensations’ are the result of hard work, responsiveness to feedback, learning and revising or retooling and continuous working until something hits.

If you are to offer a first-time entrepreneur only one piece of advice, what will it be?

Start now with what you have and where you are. And don’t be scared to ask others for help and advice, not money.

Besides money, what other ways to compensate people?

Outside of salary and set bonus/target incentives, we try to avoid cash gifts. We are generous with notes of appreciation and public recognition for where, when and how the individual/team has added real value to the organisation.  As an organisation, we pay school fees of our workers that are doing part-time studies; we pay for their children in primary school. We take care of the hospital bills for sick staff members. We really try to look after our employees with services and care, not necessarily cash.

What’s the best business idea you have that you’ll never use?

There are just so many ways to legally and productively make money in this country. But one can’t make meaningful progress without focus, so not all great business ideas can be acted on. I have like 10 best ideas I probably won’t be able to use during my lifetime.

What’s the single most important reason for your success?

Asking this is like asking, ‘What’s the purpose of life?’ There is no single reason. There are several factors involved, and none can stand alone. They are God’s grace, hard work and dedication. Others are focusing on and staying committed to a specific assignment; not being scared to ask ‘why… why not’ and not being scared to start small.

The Chief Executive Officer of Komo Online, Ademola Amokomowo, 30, tells Tope Omogbolagun why it is better to start a business at a very young age

When did you start your business?

The business started over four years when I was still in the university. It is an online retail of men’s products, especially shoes and jeans.

How has the business been since you started?

It has been nice and challenging. But the good thing is that we have been able to overcome several challenges at different stages of the business. We have been able to adopt different strategies and innovations that enabled us to adapt to market situations. But it’s good; the opportunities are there to expand and make good money. We are focused strictly on men’s shoes within the ages of 18 years and 35 years. Based on the niche market, which is our strategy, we try to focus on people within a certain income level; we stick to the plan and follow it through. Most times, it works and anyone that doesn’t work, we drop it and take to another plan.

Why did you go into online business?

Basically, I will say it is necessity. In my days in the university, anytime we needed to get shoes as men, it was very difficult. We would comb all major markets while in search of unique shoes. Of course, if you wanted the regular shoes, we could get it anywhere but to get the unique and satisfactory ones was no mean task. The shopping experience was really tough; you can imagine how one will look like after the stress of roaming about the streets. You might not even get your size. One might end up wearing oversized or undersized shoes. To ease the trouble being encountered in the search of good products, I felt there was a need to provide something like that. So, I started business in my university days. I started with shoes, before I hooked up with another partner, who was selling jeans. Jean was the main focus then because it was what people were wearing.

Another factor that made me to venture into the online business was my experience while shopping abroad. I was fascinated by way people shopped for varieties of what they wanted. It made me to understand that shopping should be enjoyed and not a stress. So, that was the rationale behind converting the business into an online business.

Did you receive any form of encouragement from other online marketers?

I will say no, because komoonline started last year, almost about the same time with others. In fact, we had business with some of these people; that is another side of the business established for people who are still in higher institutions and want to make money like we did while in school. We get stocks and we sell to them at a wholesale price; this, we did with some of the online marketers. I can say they saw komoonline and discovered that there was an opportunity in this thing and decided to venture into the business.

The problem when we started was that the online business had not received so much awareness in Nigeria and many people were sceptical about shopping online. We’ve had a shopping mall online since 2005. We have been having business online for so long.

The problem is that the basic facilities are not there and besides, the business is capital intensive.

In the last two years, the Nigerian business environment has changed; people are now becoming aware of the online business. So, with the increase in the degree of the awareness, we have had to change our business in such a way that it will position us properly in the market place.

How did you feel combining studies with business?

It wasn’t an easy thing at all. I was studying Banking and Finance then. It was really tough, especially as a full-time student. There was hardly a free time as lecture periods fluctuated. The only time my partner and I had to deliver was before and after the school hour. We had to jingle around our time. It is good to do business in school but it is not easy combining the two. In fact, I will advise if anyone is to start any business, it is better to start very early; if possible, it should be as early as when one is in the Senior Secondary School three (SS3). It is even better to have an entrepreneurial school where people can choose their careers at young age. One would have settled for something at a young age because one already knows what one wants to do and how to go about it. But many people attend the conventional schools and by the time they finish from school, they will now start preparing for the market and by then time will be far spent. But time is never gone. For example, the owner of Kings Fried Chicken started at an old age. Today, he owns one of the biggest eateries in the country.

What are the challenges that you face?

The challenges are quite numerous but most of them can be overcome. The one that we are currently facing is the people’s scepticism about online business. There is the fear of how safe is the product they are buying. How safe it is to shop online? There is also the fear of whether what they are ordering for is what they are going to get. But we have been able to overcome these by building the trust of the people. Anything you do, put integrity into it; offer the best that you can. Basically, it is the issue of payment online and getting what they see. Another challenge is the problem of hackers in the aspect of payment. But we haven’t had hackers because we often secure our websites. Few cases that we have had are fraudulent transactions; but those issues are normal. Another problem that we have had is transportation, especially with the ban of motorcycles. It’s difficult to beat the traffic and meet up with delivery time. We have cases where we go on delivery and people reject their orders. But such cases are rare because we deal with men who easily identify want they want. When someone says he doesn’t want something, we push another set of products to him; but if the person doesn’t want anything at all, there is nothing we can do than to bear the cost.

We try to look for new ways to overcome the challenges. There are some issues that we react to immediately while there are some that we take our time to brainstorm and then work around it. What we are trying to create is a system that can stand on its own.

How do you beat competition?

Our competitive strategy is pricing. We try to explore more competitive pricing. We also deliver 24 hours mostly. We try to be the most competitive in the market in term of price; and we try to deliver good service and we improve on our service delivery daily. Basically, the two major things are pricing and the 24 hours service delivery.

Have you received any form of help from government to boost your business?

The government has not really been helping. This is because government’s officials insist on the need to follow due process. The Nigeria business environment is very harsh; it’s not encouraging at all. We spend a lot of money on generator because there is no regular power supply.

In fact, one may get frustrated while executing a lot of ideas that are considered brilliant. For instance, just to open a bank account, one is required to bring a lot of documents, some of which a young businessperson may not readily get. Imagine an enthusiastic young person who is just starting a business having to face several obstacles. He is easily discouraged and may lose interest.

What is your advice to young people that are interested in business?

They should not be discouraged; it may be tough at the beginning. It is, therefore, important for them to get involved in business now. I believe the earlier, the better. There are enough opportunities in the economy for everyone. We need to utilise the opportunities very well. They need not wait until they graduate from the university before they start thinking of what to do. If you start early, you will gain abundant experience; even when you are not making money, you are less worried. The energy is also there to push the business forward. Another thing about starting a business at a young age is the fact that the time is there for you to grow the business.

Afffiong Williams, 27, is the Chief Executive Officer of ReelFruit, a fruit snacks firm. She spoke with MOTUNRAYO JOEL about her journey in the business world right from age six

Why did you go into a fruit snacks business?

ReelFruit is an emerging brand in the snack and beverage industry. I started the business in March, 2012. I felt as Nigerian consumers become more health conscious, they would be looking for healthier snack options. We started with two fruits (mango and pineapple). Our first product was a range of dried fruit snacks — a healthy and convenient alternative to the existing snacks in Nigeria.

Did you study a business related course in the university?

First, I studied in South Africa, where I lived for 12 years. I studied General Sciences as an undergraduate and then followed up with a postgraduate diploma in Business Administration. I must say that my work experience has been the most valuable tool in helping me to run my business. I believe getting sound work experience sharpens your skills and resilience as an entrepreneur.

Did you develop the entrepreneurial spirit or you were born with the trait?

Actually, I started my first business when I was six; it was with a cousin of mine. We cooked and sold food to our neighbours. We also went to the market to buy toys for sale with our profits. It was a fun adventure; we were independent and earned good money.

However, I don’t believe entrepreneurship is something one is ‘born with’. I believe people are exposed to or develop certain curiosities and values that make entrepreneurship appealing to them. For instance, some have the desire for taking risks; the desire to solve problems and the persistence to ride ‘the rollercoaster.’

Why did you go into your business and not any other business?

I have a stubborn belief that Nigerian products can be at par with products from anywhere in the world, in terms of their look and quality. I also have a passion for agribusiness, so that’s where I will be pouring all my efforts into. I will dedicate my life to building a world-class agribusiness company in Nigeria. While there are other sectors that seem more attractive than agribusiness, I have a stronger chance of making a success of something I am passionate about.

The ability to focus on growing one business is a luxury. I am grateful that I can spend all my time trying to build and grow one business than having my finger in many pies. No great business was ever built with divided attention.

Which books have you read that motivated you to become an entrepreneur?

I really don’t believe in “motivational books,” especially international ones. I believe that motivation and inspiration should be localised. I have a stronger chance of being motivated by someone who has overcome similar challenges I am facing, operating in a similar environment.

That said, I think the media needs to highlight and celebrate our local heroes, the business men and women (not politicians) who are trying to leave a legacy, in spite of all the challenges we all face living in Nigeria. I am very optimistic about the future of Nigeria, and as an entrepreneur, I believe optimism can take one very far. I also believe in self-evaluation/reflection. This is a process whereby you continually evaluate your strengths, weaknesses, your accomplishments and failures. And you are able to drive yourself forward, remaining optimistic, and not losing sight of the bigger vision, despite the challenges you may be facing today.

What major problems did you face in starting the business?

Introducing a product to the market that was largely non-existent before is a big challenge. It is somewhat of an uphill task to get people to change their behaviours. These are aside the personal struggles with self-doubt, rejection and the fact that you can’t do it all alone. It is really tough. However, the benefit has been that I have learnt a lot more about business in general, about my products and I have sharpened my skills.

I also had to learn the nuances that govern the work environment in Nigeria. It was very different from what I had been used to. For instance, to me, calling someone repeatedly to remind them about the same thing is a sign that I am bothering them or they are not interested; which is not exactly the case in Nigeria. Here, I have found out that it means that people are juggling so much that you have to almost pester them to prioritise your dealings with them.

How do you keep moving on in spite of all these challenges?

I have learnt to think about the ‘big picture’. I have learnt to appreciate and source joy from this ‘foundation’ phase that is moulding me for what’s to come. For any challenge, I am able to overcome, I feel much more prepared. I also reach out to my support network to vent, seek inspiration and to continually share my dreams and goals with them to see if I am on track.

Do you think your mindset has anything to do with your success?

Yes. Absolutely, it’s all about perspective. Entrepreneurs face many trying times. So, it’s all about how you internalise these challenges and move forward.

Do you think it is easy to be an entrepreneur?

If it were easy, everyone would be doing it.

Do you think your business is a success?

I have learned to measure my success by the amount of effort I put into it. Success cannot solely be measured by money, because that’s actually quite low on the list of reasons I decided to go into business. Every show of courage is a mark of success. Every time I am able to challenge myself and do better is a sign of growth and success. The fact that I am more comfortable with failure than before is a big success. Do not get me wrong, I am profit-minded. I have to run a profitable business to achieve my non-monetary goals. I believe in testing quickly and learning quickly. Get your products to the market as soon as possible and be flexible enough to change certain aspects of your model based on the feedback of the market.

In terms of our business’ achievements, we are quite proud that in just over five months, we are now retailing in over 20 locations across Lagos- not an easy feat for a product that is very new in the market. The increased patronage from customers is the strongest validation that our products are meeting a need in the market. Leveraging the reception of our existing range, we are now adding new products, which is very exciting.

I am also proud of the fact that ReelFruit has received recognition already – we were shortlisted as a finalist for the global business challenge run by BidNetwork and taking place in the Netherlands, in September. This is just one validation that our short-term achievements and our long-term vision show promise.

Do you manage the business alone?

I manage a small team of hardworking young people. Having a team that believes in your vision is also a great milestone for an entrepreneur and a business. However, it didn’t happen overnight. For over a year, I was alone, working from my apartment before I was able to get an office and hire people.  Hiring good workers has made a world of difference.

If you could turn the hand of time, what would you have done to your business?

I would have started the business earlier.

What advice do you have for those just starting the business?

People should spend time reflecting on the main reasons for going into business. If money and financial security are top on the list, you probably should reconsider it. If passion and impact are top on the list, get off your butt and get going. The passion will carry you through the very trying moments. Money follows passion and hard work (or so I’ve been told). I’ll let you know in a few years’ time.

What does it takes to succeed in business?

Persistence, patience, hard work and luck (which every business gets, I believe).

Twenty-six-year old Adesanmi Adeyinka is the Chief Executive Officer of the Arena Group. He spoke to Tope Omogbolagun about his business experience

 How did you come about the name of your organisation?

Many years ago as a child, I was watching a programme on television then I was came up with the idea of owning a business of my own and later, a friend of mine brought the name and I came up with the idea of starting my own company. But at that point in time, I had no particular name in mind. The friend then suggested ‘D ARENA’. But I modified it to ‘THE ARENA’ because it translates everything I had in mind perfectly. So I adopted the name.

So what does ‘THE ARENA’ entail?

It’s a group business that ventures into satisfying the basic needs of human. Presently it’s into three aspects — The Arena automobile, The Arena Pets and The Arena Beauty Home.

Did you study anything related to business?

No. I studied law at the University Of Abuja.

How are you then able to manage three different businesses under the same name?

It has been God. I only read a lot of books on my own, browse the Internet and also learn from people. I read through people’s success stories and failures so as to know how to cross the bridge when I get there. I have been able to lift the burden off myself by getting other people to do the work for me.

Why did you abandon the dream of becoming a lawyer for business?

Law was a profession I loved dearly as I had always adored it as a child. However, there was this part of me that never wanted to work for anyone. I wanted to be a boss of my myself. It pained me greatly while growing up to see my mother wake up early for work and come back very late at night. This made me desire to be an entrepreneur. Unemployment was also another factor that made me venture into business. I didn’t want to join the league of those who walk around the streets, instead I wanted to create employment for people

How did you source funds to start your business?

‘The Arena motors’ started in 2010, while ‘The Arena Pets’ commenced in 2011. The funds were majorly from my personal purse. And all gratitude to my mother. She was also very helpful in raising funds. All wasn’t done without the help of God. I came to realise at the early stage of my life that there are just two categories of people who exist in life: Enemies and immediate family. That alone has kept me going and it has really made me a strong person. I grew up to learn that in this life, you are on your own, if you want to achieve anything and become a respectable person in life, you have to be independent because the more you depend on people, the more you get disappointed.

Is your business capital intensive?

My type of business is capital intensive, especially the automobile and the pets’ business. That doesn’t mean everyone who wants to start a business must necessarily start big. One can start a business small with maximum discipline, hardwork and overtime, it will expand.

What are the challenges you have encountered so far?

I face a whole lot of challenges daily. The thought of the month coming to an end every month is really a big challenge. Handling errant workers, competitors, customers, their suggestions, observations, and most times offensive comments and thoughts of how to move to the next stage are very challenging. Managing different types of business at the same time is also an endearing task.

How have you been able to overcome these challenges?

The only thing I do to overcome these challenges is prayer. Putting God first as the leader, keeping my head above the waters, focus on the goals and having the end in mind right from the beginning, that’s it.

What are your guiding principles?

I believe in possibility. When you believe that things can be done automatically, it becomes a driving force. Diligence is also another thing that has helped tremendously. When my companions slept; I was toiling upwards in the night.

How has the government been helping entrepreneurship in Nigeria?

Government presently has a whole lot to deal with and so has not been of much help or influence to young entrepreneurs. The question is, how many people will the government sponsor? We are in the dispensation where people should not think of what government can do for them but what they as citizens can also do for the government to make the nation a better place.

The truth is that Nigeria is nothing to write home about. It’s a place or the situation where that the rich are getting richer and the poor are getting poorer. It seems every opportunity out there is designed for the rich. The poor and those on the average cannot make a quick grab at any opportunity majorly because of lack of funds.

What is your advice to unemployed graduates?

It is good enough that you have acquired the certificate as stipulated by parents but the question remains. Certificate for which job? Education merely educates you, which is not enough for you to survive in Nigeria. School doesn’t test our knowledge, it tests our memory. So my candid advice is for them to keep the certificates and explore other possibilities, because institutions don’t teach us how to succeed in life or how to make ends meet, rather they impact us with knowledge and then we make the grade our parents desire. One thing I have realised overtime is that grades doesn’t make you successful, but grace. Think of multimillion naira ideas and meet with the right people. Prospective entrepreneurs should take time to study all I have said, discover themselves, be determined , be original and different, have a goal and above all put God first in all they do as He is the only way.

Twenty-five year old Samuel Jegede, the founder of ‘Ads-Extraordinaire’ and ‘Fruity Life’, speaks to MOTUNRAYO JOEL about the challenges he faced in starting his business

 What services do you render at ‘Ads-Extraordinaire’ and ‘Fruity Life’?

Fruity-Life produces natural fruit drinks and we supply several selling spots and events, while Ads-Extraordinaire is an advertising company using digital and printed signage.

What year did you start your business and what motivated you?

Fruity Life started in January 2009 (it was formerly under Change Maker Events); while Ads-Extraordinaire started in November 2012. What motivated me to start Fruity-Life was the need for a good source of income. The Ads-Extraordinaire is not just another source of income; it is a means of adding value.

Where and what did you study?

I studied Electrical and Electronics Engineering at Covenant University.

What do you consider to be success as an entrepreneur?

Success to me, is not just making huge profit, it is about the profitable things that you make happen, with a   percentage of that profit for the benefit of others. Success to me is creating jobs, improving the standard of living of people and mankind benefiting from whatever I create long after my lifetime. That’s real success to me.

How is running a successful business different from                                                                                           what you thought it would be?

Theory and practical most times are different in the business world. Because all things are almost never equal. I had always thought that once the feasibility studies/reports look good, you’re good to go, only to find out that there are lots of factors that can alter your desired outcome, most especially personnel. Even after a grand plan, you need an awesome team to carry out that the plan.

What methods have you adopted to grow as an entrepreneur?

On a daily basis, I communicate with the most superior business person – God (for insight). I assess and appraise my performance thus far and map out strategies to improve. I read, try to learn something new (as, the broader your mind, the easier it is to solve problems). When I don’t have the time or chance to read books, I go on Youtube for any choice business or self development video to keep me ahead of the game and most importantly, I create time to think – that cannot be overemphasised.

What entrepreneurial skills have you developed to stay focused and productive in your day- to-day activities?

I don’t know if this is a skill, but accountability is one of the many keys to focus on. People tend to work harder when they have to report to some person/team/group. Hence, even as the chief executive officer, I have a board of advisors I report to, as regards the progress of my business. This helps me to stay focused and it also gives me a sense of urgency to improve.

What difficulties do you face in growing the business?

First, how to get the best and trustworthy personnel; and second, keeping up with the rapid development in the business world.

Looking back, what is the one thing you wish you understood about entrepreneurship before you ever got started?

The need for business mentors, models or structures. This stands out amongst things I wish I had learnt. Like some persons, I had to learn many things on the job, suffered many losses, wasted undue time on less important things and didn’t know how to keep up with the growth. If only I had a solid business mentor, model or structure, many things I faced would have been averted.

If you are to offer a first-time entrepreneur only one piece of advice, what will it be?

Knowing when to start, stop, continue or quit a venture. Once you can identify these, you’re good to start.

What systems have you set up in your business to help it grow?

We acknowledge a new feat for a few hours or a day, after that we set higher targets for ourselves. Apart from that, our business atmosphere is very conducive for idea generation and implementation.

What is the single most important reason for your success?

As cliché as this may sound, one reason that stands out of many is the ability of a successful person to improve the standard of living of others. I see myself as a channel of blessings and I view money as a means to an end. Success to me is seeing others succeed through me and my God given endeavours.

What challenges did you face in starting the business and how did you overcome them?

I faced quite a number of challenges ranging from lack of financial capital to lack of motivation, lack of personnel and even the frustration caused by those who promised to help and later failed.

Like I said about Fruity Life, we have sales spots; we’ve had to deal with several rules and regulations in the places where we dispense. Ads-Extraordinaire, because of its capital intensive nature, had to be delayed for a long time before we could raise capital to start it. I also had to learn how to structure the business in such a way that it could run with or without my physical presence.

Overcoming these challenges takes determination, very strong will never to break. Nature has a way of favouring the diligent. For Fruity Life, I had to do some contracts here and there to get the funds to start it. For Ads-Extraordinaire, thank God, someone believed in the dream enough to fund our initial set of advert screens. As regards other challenges, seeing we learn every day, plus consulting experts and prayers, we overcame and are still overcoming them.

Do you think the Federal Government is giving enough attention to small scale businesses?

I believe the Federal Government can do better in this aspect. I’ve seen people with great ideas and do not know how to go about raising funds. There should be facilities (sponsored by government) and good advertisement on how one can get resources to start up or improve on; small scale businesses.

More businesses means more (and probably better jobs), more money – taxes paid, cheaper goods (from competition), lesser crime rate – just to mention a few. If they pay more attention to this, in a matter of years, the improvement in the nation will be obvious. I strongly believe the government can do better.

Where do you see yourself in the next five years?

I see Fruity Life being a household name and having the largest market share in the industry. I see Ads-Extraordinaire helping organisations reach their target audience and improving in sales or output through; cutting-edge marketing, our strategically placed digital-signage boards and breakthrough branding tips. I see myself playing a major role in the development of Nigeria seeing that I have a passion for the improvement of this country and her people. I believe strongly that corporate bodies can come together in helping to improve the standard of living of Nigerians and see myself being a key player in this. I believe, in five years, my organisations  will be employing at least 700 people, helping to fund SMEs; sponsoring life enhancing projects and world-class.

What advice do you have for unemployed youths?

Whatsoever – value-adding and positive thing that your hands find to do, please do it. It’s just a starting point.

Thirty-year-old Chief Executive Officer, Ogunmod Farms and Farmers Academy, Pelumi Aribisala, advises unemployed graduates to cultivate entrepreneurship spirit and warns against ‘overnight’ success. He spoke with MOTUNRAYO JOEL

Did you study a business related course in the higher institution?

I studied Microbiology at the Obafemi Awolowo University, Ile Ife, Osun State.

What motivated you to start your own business?

The dream and the belief that we can make Africa self-sufficient in food production spurred me into starting the business. I started the business four years ago. We are majorly into agriculture, agricultural value chain, food processing, post harvest preservation, waste management and youth and agricultural empowerment.

I felt it was high time we all began to contribute to the development of the country as a way of proving to the world that the African continent and its people are not all hungry and deprived.

I also had the passion for an economically buoyant Africa. I had the desire to be part of the efforts to reposition the agric economy of the most populous black nation in the world through innovations. I was and still interested in Nigeria being the world food basket, which we actually are in unprocessed crops. All these and more were the things that motivated me.

Is your business capital intensive?

It depends on the angle at which you are viewing it. To go on a large scale, yes, it is. But the beauty of it is that you can start with little resources or even nothing and grow overtime.

What challenges did you face at the initial stage?

Growing from the scratch has been very challenging, especially when you look at the size of your dream. Finance was a major threat until I learnt to break it down into phases.

Are you getting enough patronage?

Yes, as long as people will continue to eat, we are in business.

How do you keep up with your competitors?

We don’t actually see them as competitors because we can’t all have the same market. We see them as partners in progress, complementing our projects. Staying ahead of our partners, those you call competitors, is all wrapped up in the quality assurance of our products at all time. We never compromise on quality.

Did you ever contemplate getting a white collar job?

If you don’t build your dream, someone else will hire you to build theirs. It has never been in me to pursue a white collar job. I grew up in a business oriented environment. I believe in self sufficiency. I believe in impacting into people’s lives and making them smile. I believe in creating jobs rather than chasing after one.

Would you advise unemployed graduates to stop searching for jobs and focus on starting a business?

Starting a business is more than what we think. They would first need to cultivate an entrepreneurship spirit. The problem is that many of our youths are too lazy to think. They are not ready to sacrifice. Everyone wants to make it overnight, forgetting that the only shortcut to success and fulfilment is a mind that follows its dream. But some of them cannot think out of the box; they grew up in a stereotyped world where things must be done the ways it used to be done. If only while in school they can open their eyes to see the wide horizon of possibilities. Skill acquisition and entrepreneurship development will save Nigeria from youth unemployment. This is why I go from place to place sharing my story with the youth and showing them the prospects in agriculture and especially in the agricultural value chain since all of us can’t be on the field.

How do ensure that your business remains productive?

By being good at what we do. These words: dynamism, quality assurance, and research, are my watchwords. I believe one must continue to learn and grow.

Is Nigeria doing well in the agricultural sector?

As far as the agricultural sector is concerned, Nigeria is not doing well. However, we are better off than a few years back. The present minister is doing his best. I believe if we have people like him at the state level, things will move faster and better. Though some of his policies have their own flaws, he is one of the best in today’s government.

Do you get any government loans or grants for your projects?

I have never enjoyed any government loan or grant. However, I would like to give kudos to the Ministry of Agriculture, Oyo State and others for supporting young people in agriculture.

How do you get your raw materials?

For some of our products that have to do with post-harvest preservation, we grow them. We also get raw materials from farmers around. We have successfully turned farm produce like tomato, okro, mushroom, pineapple, onion, locust beans, oranges, mango and pawpaw into value added products through processing into chips and powder form.

At the moment, what challenges are you facing?

The major challenge at the moment is that of equipment for expansion. We also need government’s intervention, especially in the area of electricity and mechanisation.

Have you reached the point where you can call your dream a success?

Success to me is in phases. It is a matter of set-goals and targets. I am not there yet. However, I keep pressing on to the mark of my high calling. The lives I touch would tell how successful I am. I hope to inspire more youths and bring them out of unemployment. I believe this will give them a direction for their lives. Success to me is about finding fulfilment in what you do. This, I am striving for.

What type of training do you offer the youth?

We basically tell them the truth about agriculture – the difficulties, the stress within, the strains and pains, the needed patience and finance. However, we let them know that all these obstacles could be overcome through total change and deviation from the usual norm. This usually rekindles their interest and attention.

For example, why do you need to raise your catfish for six months and be at the mercy of the middle men when you can arrange to smoke them and sell at your own convenience and pace with over 300 per cent profit as against the urgency to sell at any price to avoid continuous feeding? Why should you wait until Easter or Christmas before you sell your broilers when they can be dressed, taken to cold rooms and sell through them as frozen chickens? After all, yours will be much healthier than the imported ones.

Do you find it challenging training people who are your age group?

As a farmer, your utmost asset is patience, which is the only way you can relate with youths. Despite the fact that you are teaching them, they believe you cannot know as much as they know. They believe erroneously that they can take over and do better than you within a short period. However, with patience, they come to terms with you and sit to learn. We have succeeded because we have many of them, about 46 now, owning their own farms and sustaining their various group and individual farms on their meager allowance. This is at the centre of our training, that you don’t need big money to get started in farming.

Where do you see your business in the next five years?

I will keep working to be better, putting in my best at all time and keeping faith in God. The next five years will be great by God’s grace and I believe God would have helped us to touch more lives. We would have taken more youths out of unemployment and made more families happy and self sufficient through our next 15,000 hectares-four crops project in Oke Ogun.

What advice do you have for youths who want to venture into this type of business?

With patience, discipline, commitment and grace, success is guaranteed. Take time to learn and be mentored. Do not seek overnight success. Work hard and work smart. Believe in yourself, because what you build can change the world. Start with what you have and where you are. If you wait for the perfect conditions, you will never get anything done. Stop waiting on the government to do anything for you. Be creative, think big and start little.

Twenty-nine-year old Tolu Awodiya is the Chief Executive Officer of Madeleine Leigh Brands Limited. She talks about the challenges of venturing into something unique in this interview with YETUNDE BROWN

What inspired you to go into business?

I have always been interested in business right from childhood. So, I wouldn’t say I got an inspiration.

I have always loved being an entrepreneur. When I was young, I went into a kerosene business. I used to go to the filling station to buy kerosene, put it into bottles and carried it  around to sell. I did this for a while until my grandmother stopped me from selling it.

I am particularly interested in businesses that people have not explored. I have a combined degree in Business and Information System from Bowie State University, Maryland, USA.

Madeleine Leigh is a bath and body company that I started in 2009. There is a manufacturing company in the United Kingdom that specialises in such products, which makes my own specifications.

I think this business is the first of its kind in Nigeria. We don’t have our products everywhere in Nigeria. It used to be a business some big names were into in the past but somehow, the economy ran them down.

How did you raise your initial capital for the project?

While I was in the United States, I saved some money not for this business but I just set some money aside and when the business came up, I had to put in all my savings. My mother is a shareholder in the company because she also put in a large amount of money even though it wasn’t enough to meet the demand then. Trying to get loans from Microfinance banks required collateral which I didn’t have and the conventional banks were not ready to listen to me. Their double digit interest rate would have wrecked the business because you cannot forecast sales due to the factors affecting our economy. I know there are also people called angel agents who are willing to invest their money in your business but getting them is not easy; and when you get them, it is difficult to get them to accept what you have. They felt I didn’t know what I was doing because I was young and being a female. They can give you money in exchange for shares but I have not been able to get them.

What were the challenges you faced in setting up the company?

The first challenge I faced was getting people to accept my business idea. It happened four years ago; I was just about 25 years old. I had to find manufacturers that would create products that would not have side effects on any skin type or colour using it. This was quite difficult because. It took about eight months to get at least one person to listen to what I had to say. But I saw it as a learning stage.

Finance was another major challenge. It is one thing to have the idea, talk to the manufacturers to accept it; it is another kettle of fish when it comes to finance. This is when you have to pay because you realise you cannot make just 10 pieces but thousands of pieces and that is when you have to get the real money out. This cuts across the entire lifetime of the business. The initial capital is a bit of a problem. It is difficult to get a bank to loan you money because this is your first attempt at business. You have to get your savings and convince your family that you are sure of what you are doing before they can even think of loaning you money.

Most designers in Nigeria ask for a lot of money to design and because I didn’t have much money, I had to do it myself and somehow, it came out good.

The first phase also had a bit of problem so we had to stop and started all over again. Then, we shipped out and the product got lost on the sea, and we couldn’t find it for about a year and this was about the biggest problem because after it was finally found, it took about three months before it got to Nigeria. After getting the products here, one would have thought everyone would start buying the product but we had to start finding funds for advertisement which we didn’t have.

What other difficulties do you have to deal with every time?

The Nigerian factor is a major challenge. No electricity and the store has no windows, just a door and when customers came in they felt uncomfortable; it is a bath and body product store and customers are meant to feel good when smelling your products but when they are not, they readily leave. Then you have bad roads, people can’t get to the location because the roads are under construction; so, for several months, we made little or no sales. At a point, I considered throwing in the towel. I went back to the drawing board to re-strategise and closed down the store. I decided to follow the new e-commerce movement in Nigeria and got the product on Jumia and ever since, there has been great improvement because I have less things to worry about and my products can get almost everywhere in Nigeria and even outside Nigeria.

How has it been doing business in Nigeria?

It has not been easy because the Nigerian market is a bit unstructured. They like the whole idea of a big market situation which gives room to inferior products. People who have money to get shops at such big markets don’t have the finance to get quality products:  so they get average quality products in large quantity and sell in such unstructured markets. My product is targeted at the lower and upper middle class; so you have to beg people to use your product. We also have the mentality that anything that is imported and made by a multinational company is the best even if it destroys your skin; so you have to convince these people to drop those products for yours. And for you to do that, you have to either under-price yourself or compromise the quality of your product which is something I am not willing to do.

If you are a small enterprise owner, it is not going to be easy for you because the economy is not made for you to survive, you have to pay extra taxes and all that, unlike in America where it is an environment that helps.

How have you been able to handle competition with other popular brands?

My products are priced moderately; we are not priced lower. I wouldn’t say we are competing yet; we are just trying to get to the market and stay in the game and by doing that, you don’t over-price and over-sell yourself which is a mistake some entrepreneurs make.

What is your advice to young people who want to go into business?

If you want to start a business, think it through and if you still feel you should go ahead, then do. You should strive to do something exceptional. As a starter, you are the manufacturer, sales man, designer, errand boy, cleaner all in one and there would be moments you would want to throw in the towel. Get good finance and advertising strategy. You have to listen to people, especially young people like you who have done such businesses successfully before. Ask them questions so they can enlighten you better

You also need good support system, people who would encourage you when things go wrong. When going into business, don’t expect it to be a glamour show; it is not a runway business. Also, don’t expect to get your returns immediately. It is a long term investment.

Thirty-year-old Chief Executive Officer, Tell Angels Company, Mr. Tolu Oboye, speaks on  the benefits of  IT skills to the growth of small and medium scale enterprises

 What is the nature of your business?

I deal in the sales, installation, maintenance and servicing of computerised gadgets for building small and medium enterprises.

With your educational qualification, why did you decide to start this kind of business?

I have a BSc. in Bio-Chemistry (Nigeria), Diploma in Computer Engineering and Networking (India), Diploma in PHP and Web Scripting (USA). I was raised in a family where computers were all around me; my dad was a computer engineer from the days when computers had no hard drives and mouse did not exist. I grew up studying all kinds of new technologies they fashioned the computer into and every accessory that came with it (for curiosity sake and the fun of it). I decided to make some money from the fun by servicing and maintaining the departmental computers when I was in school and then started working for other small scale businesses. When I finished from school, I worked as a pool engineer at Computer Ware House Limited and then proceeded to start a business to take care of the I.T needs of small and medium enterprises to give them an opportunity to compete on the international scene.

Do you think an average entrepreneur is conscious of the relevance of IT to the growth of their business?

I don’t think the average entrepreneur in Nigeria is conscious of the relevance of IT to the growth of their business as most entrepreneurs are not even interested in giving I.T a priority and even those who do use less than a tenth of its potential.

Do you think people are using the various IT gadgets for developing their businesses or just for fun?

I believe people use it more for fun and show-off than business. Nigerians are very interesting people; we buy gadgets because our neighbour or friend just bought a fancy looking expensive thing that makes him look cool and successful.

What are the IT gadgets that small and medium enterprise need to grow their business?

Interestingly, IT gadgets don’t need to be expensive or too technical before they can support a growing business. Let me give two examples of the very common ones we don’t even take note of. There is the mobile phone. With the mobile phone, you can take pictures of your products and send them as mails to prospective clients. You can take time to view what big players in your field are doing and try to recreate it in your own little way. You can also send bulk messages and e-mails. You can keep up with LinkedIn, Tweeter and Facebook contacts. There are also the tablets (Android Tabs and I-pads); they have many functions. With these, you can download full office applications on them which are free online for typing and editing business documents. It also allows you to have all your proposals, documents and presentations on it. You can also place all schedules with clients on the calendar. It allows you to place clientele contacts for mobile phones and e-mails can be placed on the contact list for quick access. With it, you can create and edit simple website and blogs to market your products. These gadgets also allow you to keep up with bank credits using financial applications. It allows the entrepreneur to keep up with the latest news by installing apps from media houses. A businessman also sends bulk messages and e-mails. He can order for goods online and track them. It can also book and sell flight tickets. So, these gadgets actually do a lot of things but most people are not utilising them in the maximum way.

Do you recommend appropriate IT gadgets for your clients or you just supply them what they request from you?

We meet different needs here. We supply what they need to them, but it is also relevant to provide them with professional guidance. There are some IT gadgets that the customers may not be familiar with but will actually be very useful to them. For this reason, we usually recommend what is appropriate for them based on the nature of their business, the sizes of business and financial capability. We also recommend based on their location and the technical skills of the person to use it.

What are the challenges you have encountered since you started this business?

The major challenge encountered is that the cost of importing these gadgets makes them expensive on landing here in Nigeria. In order to reduce the cost, we are working on building an assembly plant here in Nigeria by 2014. High-end gadgets that currently cost about N80, 000 would be sold for as low as N10, 000 with free service centres.

How has the business been generally?

I have been doing this for seven years and have been growing stronger and have worked with over 40 organisations both nationally and internationally; building them to greater heights.

What are your motivating factors?

There are lots of factors that keep me in the business, but the one that keeps me most motivated is seeing “one-man” businesses building international ties and having an office with workers in the shortest possible time; usually four months.

Do you think graduates should continue to look for job or establish their personal businesses?

I think it depends on the personality of the graduate in question. Some people are not cut out to run their own businesses but flow perfectly within a workforce. So it depends on the innate ability of the graduate.

What are the measures that government can put in place to make the environment friendly for upcoming businesses to thrive?

It is very important that government should address the issue of multiple taxation. This is unhealthy for businesses. Our government also needs to encourage the local manufacturers by supporting them to grow. The government as the highest spender should begin to purchase more locally made products instead of importing most things that local producers can also supply. There is also the need to support the small and medium scale businesses to grow by making loans available to them at low interest rates. Government should sponsor business fairs. If we can get the issue of power supply right, it will help to sustain many organisations, and reduce the cost of production. So, it is relevant to stabilise electrical power. It is also important to scale up the technical schools to international standards. There is also the need to protect intellectual rights. It is relevant to continue to build entrepreneurial skills in Nigerian Youth Service Corps members.

In this interview, the Founder of Thoroughklin Services, Mr. Jeje Peter, 28, shares his success story with MOTUNRAYO JOEL

What is your educational background?

I studied geography at the Obafemi Awolowo University, Ile-Ife.

What is your business about and when did you start?

Thoroughklin is a facility-cleaning company. We offer services to homes, offices, organisations. I started on the sideline in 2011 but went fully into it in February 2012 when I completed my National Youth Service Corps programme.

What spurred you?

Back in 2009, I saw the situation of unemployment in Nigeria and I did not want to be caught in the web. So I got some information that sparked the idea of starting a business. The information really transformed my life. Also, I remember an old man who came to clear the weed growing in the gutter right in front of the house once in a while. I began to think how much this man could be making a week and a month. That sparked off in me new ideas of what to do and how to do it. By the time I eventually finished school in 2010, I had written down my business plan from start to finish. I realised that only information can transform a life. The difference between a rich man and a poor man is information. Before going for my NYSC programme in October 2010, I had gathered volumes of information to start.

Did you entertain any doubt?

There was no doubt in me. I rather drew a five-plan for the business. The plan stated the factors of success and failure but I was determined to come out well.

Describe the process you passed through in starting your business?

When I was younger I had a passion for doing things with my hands. Passion keeps you focused. I knew I needed more knowledge. During my service, I worked for a facility company where I was exposed to all I needed to know. I took note of the activities. I went through all the processes from one department to another. Also, I started saving from my allowance money to open a limited liability company. I saw myself very big and able to contribute in reducing the unemployment market.

What is the impact of technology positively on the entrepreneurial environment?

Technology has done a lot, especially the social media. These days, I visit the ‘University of Google’ to study. The platform has enough information to turn your mind around. I read a lot from the Internet.

Did you use social media to develop your client database?

Yes, if you really need to get customers, make the Internet your number one resort. My phone has really helped me a lot. One can search for business names, numbers and addresses. From there, I created an excel sheet for the names of organisations, hospitals, and schools across the country.

What are some of the challenges have you faced so far?

A lot! Some have to do with clients, others with staff. One of the challenges in business is managing people. We also face technical issues but in all, we understand that without problem we won’t be offering our service. Challenges help us to improve on service delivery.

What is your annual profit like?

We just started about a year and some months ago and already we have hit the six digit figure in profit and it is getting better by the day.

What measures have you put in place to stay ahead of your competitors?

First, don’t look at your competitors; just stay focused.  Run your race at your level. Create a unique path, develop yourself and be better in your service delivery. Some are ahead of you while others are just joining; so study those ahead and see how they grew their customer base and you can improve. I believe if you can start at your level and improve yourself daily, customers will surly come and you grow the database.  If you want to be successful in business, you must study what your clients want.

Were you born with an entrepreneurial spirit or did you develop it?

I believe no one is born to be an entrepreneur but the choice we make as we grow. The area we find ourselves matters. A person born within the market will do well when it comes to selling than someone born in an academic environment. I desire a change in Nigeria. I want to solve problems and bless mankind. It was this desire that led me into starting a business. I also wanted to be independent and to serve God with my time. My mother is an entrepreneur and love to do business. Maybe I got the spirit from her.

Do you think the mindset has anything to do with success?

Yes, our mindset has everything to do with our success in life. If you are poor in mind you can’t imagine big things. Man is made up of body, soul and spirit. The mind is where the real work is. Our mind is the field of life; where every battle takes place. A lot of people fail because their minds are poor. They cannot see the big picture ahead of them. The mind is the engine room where thoughts are processed. Even the Bible says in Pro. 23:7, “For as he think in his heart so is he.” Success in business begins in the mind. If you can get it straight from your mind, you won’t have any difficulty succeeding. I remember I read a book by Paul Y Cho (pastor of the world largest church), Secret of Church Growth. I took the principle, digested it and it worked. So my mind was set and ready to achieve. I will like to say this, if it’s not God backing you, it will be difficult for you to succeed. So feed your mind with relevant and current information. Your mind can do so many things. Be positive in your thinking. Great stories came from bright minds.

If you could turn the time, what would you love to do in regards to your business?

If you have a business and employ people, you will pay for their services and they will help you to carry out your vision. I once told my mummy that if I was not doing what I am doing now, I would be selling food. I understand that food is a business that sells every day regardless of the season. People eat daily. I will sell to schools, higher institution; create my own idea and packaging. I said I would sell noodles, plantain and gizzard and have this moving van stationed in different areas with drinks and other ideas will open up. Back in school, a friend opened an eatery. He understood that the school had many canteens; so he decided to bring a difference. He introduced grilled fish and was selling with rice. That was unique and people fell for it. Business needs new ideas, techniques, and branding. I love to go into food business too. The Dangote Group is a chain of businesses and they are doing well. If you don’t buy cement, you buy sugar or something else. Agriculture is another area; we need people to give more attention to agriculture. It will boost our economy.

Where do you see yourself in the next five years?

I see myself transformed; breaking new grounds, creating opportunities all around the country, and improving the market. I also hope to sell my ideas overseas. I hope to do all these with the help of God.

Do you think you have acquired expertise?

We are only one year and a few months. These can’t be the yardstick for measuring expertise. I believe experience comes with the years a person has been on that same job. I am learning and improving my service delivery. I am sure adequate information is a vital key in any business. We have done some jobs and we get referrals both from multinational and private firms.

What advice would you give to young people like you who are willing to start a business?

Believe in yourself. Get down to resourceful information, materials, and see yourself achieving great things. There are times it will be so difficult; never give up. A castle is not built in a day. Don’t rush into things; money is not the first thing but passion.

What are your thoughts on entrepreneurial ship of young people especially in an economy where jobs are hard to get?

There are lots of opportunities that are yet to be harnessed. I remember when I attended a programme organised by After School Graduate Development Centre. I discovered a lot I can play at the value chain of each business. I realised I can do so many things like painting, plumbing, and others. What we need is information to explore our world. If our generation can go for the right things, Nigeria will be a better place. There are still opportunities out there. We should create more platforms to encourage and help this generation to see their potential in the business world. That will create jobs and reduce robbery, kidnapping, killing, and corruption. I think it’s time to open up centres for young people to develop their skills and relate their dream to people who can help them find their way through.

Adetunji Ife-Adebiyi, 28, is the founder and Managing Partner, Rhobes Clothing Company. He  tells DAYO OKETOLA his experience as an entrepreneur

How and when did you get into cloth making business?

Growing up as a young child with a seamstress grandmother, I had threads and scissors as toys. I also noticed that my older cousins always wore clothes with labels. I grew up to learn the labels were names of regular people. I took interest in knowing more about fashion and nursed a secret desire to someday wear outfits with my name as the label.

I gradually began to acquire more knowledge to make it happen and then in 2006 while in my second year at the OlabisiOnabanjo University, Ago Iwoye, I made my first set of shirts just to wear. However, before I knew it, my friends bought them off me and gradually more friends wanted me to make for them. That was how I started the clothing business. It grew really fast amongst my friends as they knew to be one person who dressed very well andstylishly too.

When you left school, what motivated you into doing business instead of looking for a job?

Going into business at the time I did wasn’t planned.The demand for the pieces I made at the time just really grew and I knew instantly I could make money from what was back then just my hobby. I looked around and realised I knew at least three graduates who were unemployed at the time. While I was in school, it was just a means of livelihood. So at graduation, I just focused on my business to also create employment, because in my sincere opinion, if we all create something small with our hands, unemployment will reduce greatly.

Do you still consider practicing what you studied in the university by taking up paid employment?

I studied accounting in school and I must say that at this point I am in business; taking up paid employment is not an option at all. Why leave a business that gives you so much satisfaction to go help someone else build his own vision? That will be a wrong move. I am not saying, however, that practicing what you studied in school is a waste of time because we all cannot be entrepreneurs. Some will be managers and some will be administrators.

What are the challenges you are facing in the business?

Being a manufacturing business, we face a major challenge in powering the business, and a lot goes into buying generators, fuelling and maintaining them. We also have issues with sourcing for funds for major expansion and other projects. We at Rhobes, however, have over the years used the available to get the desirable; employing a lot of innovation.

Who are your clients?

Our clients at Rhobes are men who desire clothing that is a notch above the rest. These are men who are conscious that what they wear is as important as what they know and that how they dress is a key factor in rising up the ladder of success. Our clients range from the young gentleman to older gentlemen. We have clients as old as 60 years and sometime in the near future, we would have clothing available for the female folk as well.

How do you convince them to patronise you when they can opt for designer clothes?

Rhobes  pieces are made in compliance with the highest sartorial standards with close attention to details. This has placed us side by side with international brands. We have built the product to a point where selling has become a little easier, as we realised early that a good product will sell itself. We, however, still have to show pictures to skeptical clients. This has reduced drastically as just a visit to our website can get you hooked to us.

So you have a website? How has it impacted on your business?

Yes we have a website, www.rhobes.com and I must say that it has had a huge impact on the business. The website has helped us to showcase our portfolio as it is easily accessible online and unlike a physical space where you have to lock up every day, a website is always open and geographical location isn’t a barrier. Since the launch of the website, we have got clients and prospects from outside of Africa.

Having said that, I believe that any business that does not have a website is missing out on one of the most powerful marketing tools available to them. The main reason that it is important for businesses to have a website is how people are likely to find you. These days most people will go online and research products and companies before they make a purchase, and if you don’t have a website you are missing out on all of this potential business. Even if people don’t buy your product online they are still likely to research it online so you have to have a website so these people can learn about your business.

Do entrepreneurs need to be on the Internet before they can make it?

Being on the Internet is not a criterion to make it in business. It does, however, make growth faster as you can easily be found and you can do business across borders very easily. So it’s not a criterion for success but the impact I tell you is great and limitless. The Internet is a perfect venue for business and in order to make a sale you need visitors to come to your shop. On the Internet, your shop could be only a click away from your prospective customers. With proper marketing, your Internet storefront can have more buyers than you ever can get in a brick and mortar shop.

One of the worst mistakes one can make as a first-time entrepreneur is not researching the industry or niche you want to penetrate. With the Internet, you have a world of resources at your fingertips, so take advantage of it.

So, it’s left for the entrepreneur to decide whether to take advantage of the Internet or not. As I said earlier, the impact can be limitless.

How active are you on the social media? Do they have any effect on your business as well?

We are active on social media and we have a Facebook page and also a Twitter account. We also post images of our works on Instagram and all these platforms have also been very helpful as we have got easy feedbacks from clients, prospects and friends of the brand. We have also been able to tap into the immense power of these social media channels as we have been able to pull in a clientele from there.

In your opinion, what financial mistakes should young entrepreneurs avoid?

When it comes to financial mistakes, one major one is not keeping proper accounts of the business as this makes it difficult to know how you are doing as a business. Also, no entrepreneur should make the mistake of not paying themselves. You work for your business; be sure to motivate and reward yourself.

The 29-year-old Chief Executive Officer of Lepus Global Contractors, Lawal Oluwapelumi, speaks with MOTUNRAYO JOEL on how to translate one’s dreams to reality

What is the focus of your business?

Lepus Global Contractors is an environmental interior and exterior beautification company. The interior part of our business focuses on corporate blinds while the exterior part focuses on landscaping designs and maintenance, supply of flower pots, supply and installation of artificial grass and environmental cleanup.

Did you study Interior Design at the university?

No, I studied Geography at the University of Lagos, although I have always had a special interest in environmental beautification.

When did you start your business?

I started the business on June 6, 2012.

Why did you venture into that type of business?

The major drive for me in this business is my passion for beauty. Prior to starting the business, I attended LEAP Africa in 2005 and carried out a project in my community called Save a Scavenger where I visited a slum area and started creating awareness on a clean environment. In 2008, I started a community project with my mum called Initiative for Clean Environment which focused on environmental cleanup in which we would go out voluntarily on sanitation day to clean up the streets and encourage people with songs and slogans to keep Lagos clean. After this, I developed a new love for the environment and tried to analyse the knowledge, attitude and perception of people to waste management. In my final year, my project was an analysis of Geography education in waste management.

After my National Youth Service Corps programme in 2010, the fear of unemployment set in and I had to begin a new life in the landscaping and beautification business.

How did you start the business?

I started this business with my brother in-law. The business was to start in Abuja but I decided to return to Lagos because it is a familiar terrain as advised by my mentor. I managed to open a small office and went out to showcase what I do but I realised I needed some job samples to convince people. So, I got little contracts here and there with reasonable charges, printed catalogues of the jobs I had done and the rest is history.

My first contract was to supply six flower pots with the installation of an artificial grass round a swimming pool measured at 17sqm; it was a small job but a rewarding future profile. It was challenging but fun. I loved every bit of it.

Did you ever have any doubt about the business?

I have never doubted its success. Doubts and fears are the first killers of dreams; they are the viruses that spread to other connecting potential of the human makeup.

Do you agree technology has positively changed the entrepreneurial environment?

Yes, of course. Technology is the future of any country; industries need it the way we need water to survive. One major aspect of technology that helped me most is the real time landscaping software that opened my eyes to the modern trends of landscaping designs and management.

Did you use social media to develop your client base?

Social media is a tool of contact. I remember posting a window blind picture on facebook with my phone number and a client made an order from Abuja immediately; I was thrilled. Social media has been of great help.  I exchange a lot of business contacts on my BlackBerry Messenger. Even on the World Environmental Day, I sent a broadcast via facebook and BBM and I received calls for future business; this has given me a great hope for the future.

What are the challenges you have faced so far?

Challenges are part of everyday business. They are movers of the wheel of success. The major challenge I face is in the area of getting the government to believe in me. I’ve applied for so many contracts concerning community landscaping. I keep writing proposals but I have not got any government job. I will continue to try. I don’t plan to give up anytime soon.

Another challenge is that people do not value landscapers in Nigeria. They regard them as flower people. But since I have my own brand with a unique business face, I tend to change the perception.

Reeducating people that landscaping isn’t like farming has been a challenge too. They think because we dig the ground and plant flowers; we are farmers, but they fail to realise that both hard-scapes and soft-scapes are involved. Nevertheless, I believe business is all about packaging. One has to package one’s service well in order to win clients, especially because a typical Nigerian will think of his  belly first before thinking of flowers to beautify his home.

How much profit do you make yearly on this business?

The profit of the business so far has been reinvested. By the end of the year, the potential will determine how much will be declared.

What measures have you put in place to stay ahead of your competitors?

I try to offer my best even when I get a little in return; I believe one day someone will appreciate it. Sometimes, I use up my resources just to ensure that my clients are satisfied. In August 2012, I landscaped and beautified a portion of the road along old Ota Road at Oke-odo community in Lagos with my own resources since this was a corporate social responsibility. This goodwill earned me a letter of recommendation from Lagos State Packs and Garden Agency through the state Ministry of Environment. This award has given me an edge over my competitors as I am recognised by this agency and eligible to a contract in the future and other green initiative projects of the future.

What makes you different from others in this business?

The difference is based on my creativity and unlimited passion for the green future as I can go to a great length to sow a seed for the environment.

What are some steps you took early on to become recognised?

The biggest step was the CSR I did at my community to boost my profile and create awareness for the public.

What advice will you give to people wishing to start their own business today?

My advice for people who want to start this type of business is that they should first understand their chosen industry and have a mentor that understands and has experience in the industry. They should also understand the various business principles. Most business principles are applicable in all industries. They should also start gradually, as a little drop of water becomes a mighty ocean. Though I haven’t reached my mighty ocean, I believe I’m on the way. Above all, they should believe in their dreams with a great faith in God.

What are your thoughts on entrepreneurship for young people, especially in an economy where jobs are hard to find?

Young people are the hope of the nation. The problem of unemployment is affecting our dreams. That’s the reason many young people with talents travel out of the country. Hence, the need for the government to give loans to young people who want to set up small and medium scale businesses. Also, youths should start thinking technically because not everyone is destined to get white collar jobs.

The Chief Executive Officer of Deo Alluring Touch Faces, Mrs. Adeola Abayomi-Esan, 28, opens up to MOTUNRAYO JOEL about the challenges she faced in starting the make-up outfit

 Why did you settle for a makeup business?

It will interest you to know that I did not study any art related course. I studied Mathematic at the University of Ado Ekiti and graduated in 2007.

After my National Youth Service Corps at Shiroro Dam, Niger State, I worked with a private firm in Akure but my passion for creativity, makeup and fashion prompted me to apply to House of Tara Makeup School in Lagos State. There, I went through the professional training and became a certified makeup artist. That gave birth to Deo Alluring Touch Faces Makeup, which is growing to the glory of God.

How did you come about the name for the business?

Deo is one of my nick names and an extract from my first name Adeola. So, when I was thinking of what name to give the business, I decided to stick to the name ‘Deo’. Alluring on the other hand means to be attracted or enticed with something. So, it’s just a way of saying ‘Deo attractive touch’. And when I concluded on the name, a friend of mine added the word ‘Faces’.  That was how Deo Alluring Touch Faces came about.

What were the challenges you faced while starting the business?

The major challenge I had when I started my business was in the area of publicity. I had to struggle to create an image for myself. Since I wasn’t well-known, getting clients was not a ride in the park.  In order to promote my business, I had to get a good location where people can easily have access to me and then I strengthened my advertising strategies. I also had to set up a standard makeup studio. I spent more time ‘preaching’ to people that a makeup artist is not a self-acclaimed title; that makeup artists go through a series of training programmes in order to earn the title.

Are there times you have two or more jobs at once and how do you manage the situation?

Yes, there are many times I get more than one job at once. In such situation, what I do is to designate my assistants who are also certified to attend to one of them. But in situations where some brides insist on having me do their makeup, I try as much as possible to reorder my schedule. And if there is little or nothing I can do, I try to make some changes here and there, and make sure that my clients and I agree on something that will be okay for both parties.

As a young entrepreneur, how do you get famous in your chosen career?

Trying to be popular as a young entrepreneur in this country has not been easy but God has been faithful to me. I try to always bring out my best in all I do and this principle has really been helping me. Sometimes, I study the success stories of some of my mentors in this business such as Kemi Kings, Tara Fela-Durotoye and I realise that they could only have gone that far through the grace of God and serious hard work. Hence, whenever I am being called for any job, I put all my best into it and sincerely, this has really been working for me; so far, so good. In fact, most of the clients I get are through referrals. The credit I get from clients always makes them want to introduce me to their friends and colleagues, and my work too has been speaking for itself. All these have kept me going and made me more determined to always put in more effort in my work.

What exactly can you say about makeup creativity?

Makeup artistry, in my view, is an art whereby a person who is a makeup specialist applies cosmetics such as lipsticks, powder, foundation, lashes to not only improve the appearance but also change the total look of the client in a professional manner.  A makeup artist also acts as a consultant in the sense that he or she teaches clients how to apply makeup either on themselves or on other people.

How do you cope with the situation that not all clients have the same skin texture which means you have to do different makeup on different faces at every point in time?

Well, I must say that when God created us, he created us separately and differently. The way he moulded Mrs. A’s head is different from the way he moulded Mrs. B’s head and this is why we have different face shapes such as oval face, round face and long face. So, it’s my duty as a professional to know what fits each face. For example, everyone has a unique eye brow shape. For some people, the angled brows suit their faces, while for others; the soft arched brows are their best look. There are people that even like flat brows; it all depends on the face shape.

Many people are venturing into the makeup business these days; how do you plan to remain unique?

Definitely, the makeup industry is becoming a lucrative business and there are so many people in this line of business both professionals and non-professionals, but one thing I believe is that once you are good at what you do, your work will speak for you. When one’s work stands out,  it definitely makes one unique and special from all others. Everyone has their orbit and the sky is big enough for us all. So, doing it right and bringing out the perfect finish look is all that matters. It’s all about bringing out the hidden beauty in your clients and not otherwise.

Since you were able to acquire knowledge from training programmes, have you ever felt going to university was a waste of time?

That thought has never crossed my mind. It’s wrong to think going to the university was a waste of time. University education broadens one’s view of life. The experience I had in the university still remains the best and most valuable knowledge I’ve ever acquired. All that I learnt back then still has a way of making me a better person both in my business and in the society at large. Going to the university widened my marketing scope.

Who is your biggest inspiration in business?

God, and next to Him is my Husband.

How do combine the duties of a married woman with the demand of the business?

Well, I thank God for the kind of husband I have because he has been very supportive, which makes running my business stress-free. Working has always been with ease.

How do you handle criticisms from your clients?

I have never had any negative criticism from my clients but there is one thing I always tell my assistants and trainees – that in this line of business, every client is right. All one has to do is to listen to them to understand their plight and then try to rectify the situation. If this is not done, you as the business owner may end up having the worst job and all your service may be in vain. Positive criticism is a good propeller for business and it should be allowed for business growth. It gives one room to do better next time.

What advice can you give to other aspiring young entrepreneurs?

The only advice I have for other aspiring young entrepreneurs is to always put God first in all they do and also to trust in Him only. This is because He alone blesses and gives wealth. As the Bible says, whatever you find your hands doing, do it well because what is worth doing at all is worth doing well. Upcoming entrepreneurs just need to remain focused on their goals; they should do their best and leave the rest to God.

Tobiloba Olusesi, the Lead Strategist, Reputation Raise Limited, shares his experience on the challenges of growing the company. He spoke with OYETUNJI ABIOYE

 When did you start your company?

Reputation Raise Limited is a full service reputation management firm. It was established in August 2009.

 Did you have any background in business before the company was established?

I studied public relations and advertising at the School of Communication, Lagos State University. While in school, I did a three-month internship at CMC Connect – a leading public relations firm in Nigeria. During the internship period, my love and passion for the course and the profession became unquenchable because I found the projects being handled at that time very interesting.

I went back to school to complete the programme and as soon as I finished my final examination, I went back to CMC Connect. I later felt the need to try advertising being the second arm of the course I studied. I moved to TBWA/Concept, a leading advertising agency in Nigeria where I worked at the account planning department, media department and client service department. But because advertising could not kill the love for public relations, I resigned from TBWA/Concept to start Reputation Raise Ltd.

 Something could have triggered your decision to resign from paid employment. What could that be?

In between the time I left CMC Connect to join TBWA/Concept, I approached some business owners whose businesses were doing well and needed some public relations strategy to move to the next level. They didn’t realise the need but when I shared some presentations with them, they agreed and we started on a low scale because of their budget.

When I joined TBWA/Concept, I saw many PR opportunities that I could not pursue. TBWA/Concept is an advertising agency and some clients whom we worked for saw advertising as the only solutions to their marketing communication needs. I could not approach them because I was in the employment of the agency.

I then appraised the story of my role models in the business, Mr. Yomi Badejo Okusanya and Mr. Toks Modupe. I realised they had to be courageous at some point in their lives to take some actions which really paid off. Confident that I could replicate their success and even do more, I took the risk to resign and there have been no regrets ever since.

 So far, how is the business faring?

At the beginning it was tough. Some prospects did not understand the importance of reputation management. Some would say they could not afford it and some would express doubt in our capacity to deliver. As time progressed, the response began to change later and now the business is thriving. We have been able to work on some accounts and we are proud of our achievements. We are not there yet but we are definitely on our way.

 What are some of the achievements the business has recorded so far?

We have made significant progress since we started. We have been able to work on some multinationals and home based accounts. We have recorded success on the projects we have handled and we have been able to open up some businesses to the world by moving them from obscurity to the limelight. We however have not considered this as a huge achievement because we have a bigger goal but the success have assured us we are on the right path.

 What are the challenges you have faced so far?

It is largely lack of understanding by clients and prospects. A lot of business owners and managers do not understand the practice of public relations and it has been a huge task getting them to understand. The lack of understanding has led to depreciation of value such that they easily consider the bill outrageous and unnecessary. This is because a lot of people go around claiming to be PR professionals and they say that because they have some contacts in media houses, getting your story published in the papers is Public Relations. We have been able to change the perception of some of our clients and it is paying off.

 What is your vision and what height do you intend to take the business to?

We want to be a reputation management company renowned for professionalism and excellence by treating every single brief wholeheartedly with the aim of achieving conspicuously excellent result.

 What  advice do you have for other young Nigerians that are about starting their own businesses?

They must be convinced about what they want to do. They must have enough passion for the business such that even if it does not pay off at the beginning, they will not quit. They must be tenacious; never give up on their dream and they must continuously improve on their business and service delivery. They also must overcome fear as their success is guaranteed if they stay focused.

 How can the problem of youth unemployment be fully addressed in Nigeria?

They can do this by identifying and pursuing opportunities to meet needs. There are needs all around us and for anybody to become useful, they must add value. The saying that there is dignity in labour implies that youths and everyone should engage in whatever that make them add value to other people and value will naturally come back to them. They should embrace the “can do” spirit because truly, they can do whatever business they set their mind to do.

I think it should start from school; the higher institutions to be precise. Our universities train students for the labour market. The message the lecturers pass to the students is that of getting good jobs. They give examples of past students who are now working for multinationals and encourage their students to emulate them. An average student graduates with the mentality to get a job. It is wrong and it must change. The implication of this is that there should be no need for half baked students whom you hope will learn on the job. It means students must be trained as though they were apprentice on vocational training who will start their own businesses after the training. If this happens, youth unemployment will become history in our country. It also means government at all levels must invest in the education of these youths as the sure way to end unemployment.

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