The Creative Director of Teeshogs Clothier, Taiwo Olushoga, 25, tells ARUKAINO UMUKORO why entrepreneurs should invest in themselves

What did you study?

I’m a graduate of Sociology from University of Lagos, but my passion for fashion made me to resign from paid employment in an oil and gas recruiting firm to become a fashion entrepreneur. In 2013, I acquired formal training in fashion entrepreneurship from one of Nigeria’s fashion institutes. I like to refer to myself as a man in a woman’s business because of my love for the fashion and beauty.

What does your company do?

My company, Teeshogs Clothier?, is into ready-to-wear? unisex fashion label. My products are for people who place premium on trendy style. We deliver contemporary garments with exceptional tailoring. We create bespoke garments that speak of handcraft and uniqueness from conception to finish.

Why did you go into fashion designing, despite your degree?

This is an interesting question for me because the way I went into fashion is quite funny. It still amazes me when I think about it. I was actually meant to start this fashion label with my twin sister. We enrolled in a fashion school in 2011 just immediately after we graduated from the university, but things didn’t go as planned. We couldn’t continue?. But we still had that dream of becoming fashion designers. Unknown to me, my twin sister didn’t have as much interest in the business as I did and still I do. She was too scared to tell me because she felt it would make me very sad. So, we had a long talk one day and we decided it was best I took on the business alone. I finally started Teeshogs Clothier on January 28, 2012. I had always been intrigued by some designs I saw on celebrities and fashionable people generally and I always wondered how fashion designers and tailors came up with such designs and outfits. For a long time, I saw it as a magic. It was my inquisitiveness that led me into this fashion business. At the moment, I have two tailors.

What does it take to be a fashion designer?

Some people say it is inbuilt. I believe being a fashion designer starts from the mind. Apart from being creative and coming up with unique ideas, as a designer, you need to know who you are, what you want to achieve and what you want to be known for.

How much was your startup capital?

I didn’t have a start up capital when I started in 2012. Because I hadn’t perfected my sewing then, I outsourced a lot and I paid the tailor with the deposit I collected from my clients. I didn’t want to have a studio without knowing how to sew properly. So, I attended fashion school to make sure of that and in December 2013, we moved into the TSC studio in Ilupeju, Lagos, which cost us close to a million naira because it’s a small place. Hopefully, we wouldn’t be there for a long time and we can get a bigger facility within a couple of years as our clientele and demand grows.

What are some of your achievements so far?

One of my biggest achievements so far is that TSC designs are becoming widely accepted and Teeshogs Clothier is becoming a known brand. I cannot explain the joy I feel when a client of mine actually wears my design and loves it.

Another will be our 2014 Lookbook collection. I am really excited about it because it has so far opened a lot of doors for the brand. Pictures of the collection are on major blogs and our Instagram page.

What is your motivation?

I get my motivation firstly from God. When I think of where we have come from and how this business started and everything we’ve scaled through to be where we are today, I am motivated to keep going, improve on our work and achieve much more. For every step that I take on the success ladder, I get motivated to take the next step. I also get motivated when a client wears our outfit and says, ‘Taiwo, thank you,’ it makes me happy. It means a lot to me personally because it tells me that I am not wasting my time or that of my tailors working long hours. I sometimes get motivated by people’s stories, especially people that started with practically nothing and have become major success stories. These are some of the things that drive me.

With the competition in the fashion industry in Nigeria today, how have you been able to improve your brand and stay afloat?

Yes, there is a lot of competition but I believe the sky is wide enough for us all. I think staying true to yourself; creativity, timeliness, honesty, integrity, good customer service and being able to produce neat outfits have all kept Teeshogs Clothier in business for this long. I always do my best to improve because I believe there is always a better way of doing things. When I meet other designers especially those that have been in the business longer than I have, I try to learn from them. I don’t think there is anybody I cannot learn something from.

What are your major challenges and how do you overcome them?

You really never overcome challenges because the more you grow, the more challenges you face. Finding trustworthy workers and willing investors in this part of the world could be quite difficult. One of my major challenges when I started was raising funds and getting good tailors to support me.

What are some of the life lessons you’ve learnt from being an entrepreneur?

One major lesson I have learnt from being an entrepreneur is never to look down on people. The fact that one potential client has a car or looks rich and another one doesn’t look rich does not give you the right to think the ‘poor’ looking person cannot afford to wear the best designed outfit. I have also learnt to be firm because if you aren’t firm, people will take you for a ride.?

How has mentorship helped you to grow your business?

I have quite a number of mentors. I’m inspired by Vera Wang’s works, especially the wedding dresses; Lanre Da Silva, Jewel by Lisa, Ibukun Awosika, Pastors Sam Adeyemi, Poju Oyemade and Taiwo Odukoya, among others. I learn different things from each of them. From Adeyemi, for instance, I learnt how to be a better leader. I can go on and on about how listening to and reading from these people has made me an all round better person and entrepreneur.

What are your goals as an entrepreneur?

Having a degree has turned out to be an advantage for me. It also makes my client respect me as a fashion designer. I met a lady recently and when I gave her the TSC measurement card to fill out, she asked what university I attended and I told her UNILAG. She smiled and said the way we do things differently at Teeshogs Clothier shows that I am a graduate.

My number one goal as a person is to make sure I empty all my God-given talents on earth. I want to go to heaven empty. My goal as an entrepreneur is to be globally recognised first as a fashion designer with a recognised brand and a distinguished unisex retail fashion house, known for providing bespoke fashion solutions to upwardly mobile youths and adults who are ready to improve their style. And of course, as a business person, I hope to make a lot of money in the process.

What’s your advice to other young entrepreneurs?

My advice to other young entrepreneurs is to stay focused. You should learn to live within your means, invest in yourself and your business, trust in God, not man and be firm. Whatever you do, just never give up. If you fall, stand up, dust your clothes and keep moving. Don’t just stand, keep moving, even if you have to crawl, just move.

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Sotonye Okolobo, 28, is the founder of Spanache, a beauty outfit. In this interview with STANLEY OPARA; she speaks on her passion and the challenges of being a young entrepreneur

What is your educational background and how did this whole thing start?

I have a Bachelor’s degree in Business Administration from Lead City University Ibadan. After youth service in Anambra State, I attended the Opral Benson institution where I polished my skills in beauty therapy. I worked briefly as a beauty therapist in Lagos while at the same improving my knowledge base in hands-on training and research both in Lagos and Rivers State, which is my home state.

Initially, my parents would not hear about their daughter working in salons (as most people wrongly think of beauty therapists). My father had ideas of my acquiring a higher business degree but I insisted on pursuing my dream.

Most grudgingly, my father lent me some money and Spanache was born in my head.

I started by advertising my services to Blackberry contacts. Much to the unease of my parents, I turned one of the rooms in our house into a treatment centre for clients. I also started rendering home service to clients. Because of the risks of going to the homes of strangers, I stuck to rendering home service to only family members and friends whom I trusted.

God showed me favour. At a point, my clients agreed to pay upfront and I would then use the money to purchase things needed to produce the required product. I was surprised that my clients trusted me so much that they would endure the worries of going to the bank to pay for products they had not used before.

What is your drive and motivation?

I had always been a diva as a child. I can remember being very upset about having acne as a little girl. I would go as far as seeing my doctor with a bitter heart and spend hours complaining about my skin and undergoing treatments for even minor blemishes. My mom would tell me to relax, that it was just a sign of puberty and it would all clear someday. No matter all the soothing talk I was never okay with my skin.

I remember clearly, at 17 years of age; I was sitting on the dining table after I heard about how necessary it was to plan one’s life and how important it is for someone to know what he or she wants out of life. I started thinking critically about what I wanted to do and who I wanted to become. At that time, I also wanted to become a doctor and an actress. On the dining table, I closed my eyes and saw myself as a beautician.

After school, all I knew was that I wanted to pursue my passion. I wanted to be able to put a smile on someone’s face by making the person’s skin even more beautiful; I wanted to be a role model to young girls. The way my product was received in those early days told me how unique and good I was. Another encouragement was that, unknown to me; my mother had ‘abandoned’ her husband in their unease about my choice. She gave me encouraging words, and dad, seeing he was now alone, had no choice but to join in the endorsement.

Who is your role model?

My role model is my mother; even though she is now late. God bless her soul; she remains a woman I would always look up to. She was never in the spa business, although she once had a salon. She always stood by me and gave words of praise anytime she saw me being serious about my business. For me, it meant I had someone to look up to. Her cheering words of “well done” were more than a million naira that always put a never-ending smile on my face.

What is the Spanache idea all about?

I have employed two full time staff. We offer services such as facials, body massage, organic brighten body exfoliation, body toning mask, slimming body wrap, lightening body wrap, moisturising body wrap, paraffin pedicure and manicure, body waxing, bridal prepping and body products.

For makeup services we do bridal makeup, day makeup, night makeup and gele tying. For the style makeover, we have a discount package that takes place at the spa every last Saturday of the month which is called Glam Saturday. Our mission is to render quality services at discount rates to those who feel that spa services are expensive, and thereby allow people to mingle and network. This allows people to get glammed at discount rate because you get to have your spa services done, makeup done and hair done. You also get complimentary small chops and drinks. It’s a fun-filled day that I always look forward to.

We genuinely care for our clients. We have our own organic treatment which we use for our facials and body exfoliation. Results are always seen and appreciated. We do not believe in using too many chemicals on clients when they are undergoing treatment.

What is your advice to young entrepreneurs who look up to you?

I will advise them not to allow anyone put them down. Often, people try to compare my business to other businesses, and so I understand these things. It is better to start and keep growing than to start big and fall. Allow yourself to grow in your business, appreciate what you do and always allow yourself to learn more and more every day.

I believe everybody should have a little idea of what they want to do. My advice would be that they have patience to walk in the right and legal way, be strong, encourage yourself and see yourself and business as number one. When challenges arise, know that it is a way of life. Be courageous to face them instead of running away; after all, they would only make you stronger. Finally, be humble and prayerful.

How would you describe the Nigerian business environment?

My main concern is that Nigerians do not have the time or know the essence of spa services; how good it is, not only for their skin but also health. So we constantly educate people on the benefits of spa services. Another challenge would be the issue of power supply. My fuel cost in a week is enough to pay a third staff. We are pleading that the government fixes that problem in order to allow businesses grow better.

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Ayokunle Yoloye is the 29-year-old Creative Director of Yox Studios, a brand identity design and print outfit. He shares his experiences and aspirations with TOBI AWORINDE

Were you always interested in image management?

As a child, the only passionate dream I remember having was becoming a medical doctor; probably because that was an era when doctors, engineers and lawyers were flaunted to be the most fantastic people on earth. However, after fainting twice at the sight of my own blood; that dream had to change fast and I chose to study estate management at Covenant University.

I drew and coloured a lot while growing up and I was exposed to graphic designs as early as 14, due to experimenting with the computer at my dad’s printing press, but I never knew identity design was a profession; so wanting it as a career never came to mind. I was ecstatic about design and print, but my toying with it was solely for the pleasure I derived from it.

Years later, 2010 to be precise, the BlackBerry craze arrived and I bought myself one. A friend on my messenger kept using lovely sarcastic pictures on her profile and I pleaded with her to be told where she got them from, but she refused. Annoyed, I chose to design pictures for myself.

I designed over 50 pictures with sarcastic messages which I presumed people would find amusing and stamped my PIN on them. I started using the pictures on my profile. I think I had 65 contacts then and they were all close friends.

After a while, people started sending contact invites and I accepted every single one. One day, one of the new contacts asked if I designed logos. I almost said no, but my best friend, Opeyemi Davies, insisted I said yes. Five months later, I had almost 60 clients, 2,000 contacts and eventually, a malfunctioning BlackBerry. That’s how my sojourn into brand identity consultancy started – by chance.

What do you love most about having a business you can call your own?

It is getting paid to have fun in my spare time. But considering that I had ventured out on numerous entrepreneurial escapades in my university days, it was only natural for me to strive to develop a sound business out of prior experiences.

Thanks to the Internet, I was able to study a lot and try out loads of training courses within months. When I was certain I knew the rudiments of the business of brand identity development and I was clear about the direction I wanted my brand to follow, I decided to register the company with the Corporate Affairs Commission in April 2011.

I chose the name Yox Studios. ‘Yox’ was a name I was popularly known by and had created out of my real name back in 2001 because I thought my real name, Ayokunle, to be too common.

Was there ever a time in the start-up process that you felt like quitting?

Success was so much running on my adrenaline, it was impossible to feel like quitting in the start-up process. But recently, I almost did in July 2014, to be precise.

I got robbed and all my work tools and phones (especially my veteran BlackBerry) were stolen. Intellectual property and client contacts were all gone in one night. That was the second time in less than two years and I was devastated.

I have since turned the disappointment into an opportunity to recoup and we are firing on all cylinders again with a rebranded identity.

How important is mentoring for you?

I see mentoring as the key to speedy accomplishments. Every business has a success story that materialised from loads of experiment, and experimenting costs time and money. One can save on both simply by studying the outcome of the experiments of other people in similar line of business and practising or improving on their success formula. This belief is why I have constantly studied Jacob Cass, Graham Smith, David Airey and Leke Alder over the years.

Even though I am a very impatient teacher, I have never turned down an invitation to speak publicly about my little experience in the business of brand identity development because I believe, if you give, it will come back to you in good measure.

The image management industry may appear quite overcrowded to some. What is your company doing to stand out?

I consider four elements as underlying factors for the success of any brand: relevance, differentiation, consistency and credibility.

In simple terms, relevance is offering what people need. At Yox Studios, we offer what businesses willing to succeed need so that in a saturated market, relevance is neither the challenge nor the solution; differentiation is. What are we doing to be different? That’s the secret of our success and you know what they say about business secrets.

Are you open to the idea of a franchise deal?

A franchise can help a business to grow quick with fewer burdens on one’s resources. With the right person or people, I am totally open to the idea.

I emphasis on “right people” because mixing things up with people void of similar vision and direction will be tantamount to fuelling an Armageddon, no matter how palatable the prospects look at the beginning.

What are the most important lessons you have learnt as an entrepreneur?

The number one key to success is not necessarily hard work and may not even be the current street anthem of smart work; it is finding your calling – that one thing you were destined to do. When you find it, even when challenges come along the way, rather than give up; you will always find a way around it.

Too many businesses have failed simply because people have gone into them without so much as understanding the basics; instead, they were driven by their neighbour’s success at it.

Find the business suited for you, execute it with a passion and be persistent, no matter the obstacle. You are bound to meet success in the end.

Where do you see your business in the next 20 years?

Forgive me if my answer is not stereotypical, but the truth is, in 20 years; I want to be able to sit on a beach in the Bahamas, sipping coconut juice all day long and not worrying so much that my absence will get the Yox Studios brand ruined.

In clearer words, I want a professionally-set-up organisation that functions with or without any one person and, thus, can outlive people. Too many brands die when its founder ceases to exist and I need to be sure Yox Studios will not be one of them in the next 20 years.

Are you keen on networking as a means of achieving this?

Robert Kiyosaki perfectly sums up my opinion on this: “The richest people in the world look for and build networks; everyone else looks for work.”

What is your philosophy on work time versus leisure time?

Design used to be leisurely for me till it became work a few years back. Since then, I’ve been all work and no play. But my lovely sweetheart just became my wife and it has become expedient that sleep is not the only time I get to stay off work. I still ruin our “no-work days” with impromptu work every now and then, but I hope to strike a balance very soon.

What milestones have you recorded so far?

I don’t yet have any creatively shaped glass or nicely carved wood as physical honours on my shelf, but I am glad to have been invited to speak at a number of creative events and have my thoughts and works published in one or two digital magazines.

I have also written a book titled ‘Brandiculous’ which has got a number of nice reviews. However, the greatest milestone for me is seeing a client’s brand whose identity I helped develop going on to become a success story.

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Mr. Obafemi Olayinka, 26, is the Managing Director of Bally Tylor, a fashion designing outfit. In this interview with IFE ADEDAPO, he speaks of his desire to succeed against all odds

What kind of business do you do?

I am a young fashion designer. Basically, I sketch design, select fabrics and patterns and sew clothes I have designed.

It started officially about a year and two months ago, although it was long overdue. I realised that the best way to handle difficult things was to start. Another thing that spurred me was Emil Moryika who said, “The earlier you start the more time you have to mess up before you get perfection.”

Tailoring has always been in our blood. My parents are seasoned tailors and I have a sister who sews too. When I finally made up my mind about it, I knew I was only doing myself well than harm because I will always have able hands to run to whenever I am having challenges.

What inspire your designs?

I draw my inspiration from a lot of things. My environment – the smallest leaf as it drops to the tallest building on a stormy day. I also draw my inspiration from successful business icons. When I read about their humble beginning, I marvel at how far they have gone and how much they have achieved.

The pressure to excel also inspires me because sometimes, I think ‘what if I fail?’ I also draw my inspiration from my family and friends. They have supported me immensely and believe in me. They are my primary inspiration.

Moreover, the whole process of garment making from the start to finish keeps me going. From the initial creative design to the making and the finishing inspire me.

Tell us about your educational background?

I attended Federal Government College Ikirun, in Osun State and graduated in 2004. Afterwards, I proceeded to Babcock University where I studied political science. I graduated in 2010.

How did you get trained?

It really started a long time ago. I remember how my dad would put me in the care of tailors during holidays because he is into fashion designing too. But when I finally made up my mind, I travelled to Aba in Abia State to perfect my skill. I still learn every day; fashion designing is dynamic so I have to keep learning to remain relevant.

What makes your business unique?

Originality of my designs makes it unique. At present, the fashion industry is very competitive and crowded. Improving on the existing designs does not help most times. Therefore, I try to stand out from the competition by being unique. I pay attention and respond to my customers by involving them in the decision process. I discovered that regardless of my customers’ career and lifestyle, they want quality product for a great price. So I make sure I set an appropriate price for attires I make.

If you could go back to when you started; what will you do differently?

To be honest, I am enjoying every moment. I don’t think I have any regrets. It is not like I don’t have challenges but I try not to get distracted or discouraged. Instead, I let the challenges motivate me to do better. If there’s anything I want to do differently, I will say more effort in order to get better and be the best.

How do you develop yourself?

I practice a lot; I spend more time perfecting my art, just like a footballer. I acquire training whenever I have the opportunity. I read a lot of journals, articles, and columns that are directly or indirectly related to fashion designing.

Sometimes I search the Internet for trending wears, just to stay abreast of recent trends. I gain a lot by doing this. And as they say, no man is an island. Therefore, I consult my colleagues who have been in the industry for several years; I share ideas with them. I do everything possible to improve my skills daily.

How do you get your customers?

I get them mostly through referrals. Most times I receive random calls and I hear things like ‘this person said you made his/ her top, I would like you to make something similar or better.’ That is how I get most of my customers. I dress smart too. People don’t just appreciate it, they demand for it too. Friends and family are there too. If you produce quality designs, getting customers will not be a problem. Meeting their demands is the issue.

What are your present challenges and what keeps you going despite these challenges?

The number one challenge is electricity. The non-availability of constant supply of light causes increases in the cost of production. Access to capital is another interesting issue. Most people advise entrepreneurs to start small but at some point, you just have to take it to the next level.

There is no access to loans and to make matters worse, we don’t have enabling environment to make business thrive. This affects our optimal performance. If most of these things are in place, business output will be better than what it is now.

Passion for designing clothes keeps me going. Based on the experiences I had, I discovered that crisis has a way of bringing out the best in people. There is a quote which says “Every dream will be challenged.” This quote and others have burned in me a fire to excel in life against all odds.

No goal ever comes effortlessly, without delays hurdles or problems. I had to go through some pains before achieving any meaningful result. Then, the pace or change for entrepreneurs is rapidly accelerating. I want to be part of it.

Where do you see your business in 10 years?

I am taking the business one step at a time. Hopefully, it’s going to be big; probably bigger than what I have always imagined but I don’t want to be carried away. Right now, I suffer from the illusion that every product of my imagination is not only possible but on the course of becoming real.

To be modest, I will say in ten years; I want to have more employees and increased number of quality clothing to satisfy the growing demand and have my product in every store and household.

What are the things an intending entrepreneur should know before starting a business?

If they have an idea, they should start today. There is no better time than now to get going because everything started as nothing. They should ensure that they are engaged in a business they love and do it better than everyone else.

They have to do a self-search by asking a few honest questions. Am I passionate about what I want to start? Do I have an in-depth knowledge about the business? If yes, take the risk. They need to be humble, patient and always believe in God.

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Twenty-six-year-old Olawunmi Mogaji, the Managing Director of Tenny’s Treat, a confectionary company, shares with TOBI AWORINDE her passion for experimenting with desserts

Please, introduce yourself.

I was born into a family of four girls in Lagos State. I am a graduate of philosophy from the University of Lagos. My siblings and I spent most evenings in the kitchen, under the tutelage of my mum, preparing delicacies including pastries and confectionaries.

I took particular interest in making confectionaries. I noticed I was drawn towards this as opposed to the regular cooking. I enjoyed playing around with baking ingredients. I came up with various forms of pastries and forcefully employed my friends and family members as tasters and critics.

How did the idea for the business come about?

During my undergraduate studies, there was a six-month strike by the Academic Staff Union of Universities. Due to the fact that I don’t like to be idle, I took up three different temporary employments where I assumed entirely diverse roles. I found these roles and work hours really boring and monotonous. I realised it gave me little room for innovation and creativity. I wanted more than what I got from paid employments. I was not fulfilled.

After I quit the third job, I was idle at home. I dusted up my baking utensils and started my experimentations. I found I was happier; more fulfilled. I came to the conclusion that the regular 8am to 5pm jobs weren’t my thing. I had found my happy place — my kitchen. This led to thoughts of commercialising my passion for baking. I thought to myself: if I was going to make this a career path, I better make it count. I decided to go for professional cake making and decorating trainings.

How did you come by the name, Tenny’s Treat?

Tenny is the short form of my middle name, Teniola.

What was the most daunting challenge at the time you started and how did you overcome it?

Space was the first. Tenny’s Treat started from the home kitchen. As we all know, women like to have their space in the kitchen without disturbance. Sharing a kitchen with the entire household was therefore quite challenging. This taught me a very important lesson: planning and time management. I realised I had to plan ahead and properly—make my cakes when the kitchen was idle, forecast my cake orders and also work and get done in good time.

Then, there was the issue of finance. Getting the initial capital to start up posed a major challenge. During the first few months, I had to make sacrifices. I cut down on my personal expenses so as to contribute meaningfully to my business. This taught me another important lesson: the difference between a need and a want. I became very prudent and cost-conscious. I sourced for ingredients in the most cost-effective places, and it sharpened my negotiation skills.

Many start-ups are known to fail the survival test as they fold up not long after establishment. What are you doing to ensure your business attains longevity?

At Tenny’s Treat, sustainability is crucial. Our customers make us who we are. We constantly strive not just to meet our customer’s expectation, but to exceed it. We constantly look for ways to improve on our products, services and delivery offerings to achieve customer satisfaction and loyalty.

We understand that cakes are for celebrations, so we constantly seek for innovative ways to celebrate with our customers. We have also learnt that it is more difficult and expensive to win over a new customer, compared to keeping an already existing customer. This is why we not only focus on acquiring new customers, but we strive to satisfy and keep the already existing ones.

How important is mentoring in a business like yours?

I believe mentors are necessary tools to achieve one’s aims and accomplishments. While trying to establish my business, I found myself paying more attention to food channels on television; pastry blogs; and reading and listening to lessons, challenges and success stories of other upcoming and already established colleagues in the industry. This served as a form of mentoring from which my business has benefitted immensely.

What are the core values of your brand and how do they translate to a physical experience for your customers?

Our core values are customer satisfaction and openness to customer feedback or criticisms. At Tenny’s Treat we keep a detailed database of all our customers’ personal details such as birthdays, anniversaries, cake preferences and feedback and complaints. With these, we are able to constantly celebrate with our customers by sending wishes and gifts in a bid to make them happy.

We also understand that not all taste buds are the same and different customers desire different cake tastes and appearances. We therefore try to provide customised products to our customers. We provide attractive designs and presentations. During occasions such as weddings or birthdays, where clients require the desserts to be displayed for guests to eat, the confectionary are arranged and designed in the most attractive way possible to attract guests.

Who is your customer?

Here at Tenny’s Treat, we have two definitions of customers: the internal customer and the external customer. By internal customers, I am referring to our dedicated staff who make it possible for us to satisfy our external customers. We constantly look for ways to motivate our staff; we create a good work-life balance and strive to create a good working environment.

Our external customers include individuals and corporate organisations that give their staff birthday cakes and also make use of our services for their corporate functions. We also provide outdoor dessert catering services for social events and gatherings.

What is the most important lesson you have learnt as an entrepreneur?

Achieving external and internal customer loyalty. Initially, it was a struggle to retain staff, given the financial benefits Tenny’s Treat could offer before establishing a brand presence. Our customer portfolio basically comprised of friends, family and well-wishers.

Acquiring new customers was a challenge for us; most people went with the already established brands. Convincing them to try out our home-made cakes was tough. But as time went on, with God by our side, we have been able to overcome this and we constantly strive to keep the flag flying. We invested in marketing, had loads of promotions, freebies and price slashes.

Has Tenny’s Treats recorded any noteworthy achievement?

Oh yes! In 2012, Tenny’s Treat won the National Youth Merit Award in the Hospitality and Tourism category. The award was aimed at encouraging and showcasing entrepreneurs in their respective fields. The award brought our brand more exposure.

Where do you see your business in 20 years?

In the next 20 years, Tenny’s Treat would not only have become a household name, but would also have established two or three dessert cafés, strategically located in serene environments.

The dessert cafés will offer desserts ranging from cakes, ice-cream and apple crumble to custard, fruit salad and cream caramel, which will be prepared with only the finest and quality ingredients, sometimes pairing the ordinary using the exotic. We will always present our desserts in an attractive but non-intimidating manner.

Consequently, we will be offering our customers a completely new experience as clients will get to watch the chef make the desserts. There’s currently no place where one can find a professional chef preparing desserts right in front of them. In 20 years, we also hope to have expanded beyond Lagos State.

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Abiodun Oladipo, 26, is the Team Lead, Vateeca World, a social change platform. In this interview with IFE ADEDAPO, speaks on business opportunities that the Internet offers

What does your business entail?

Vateeca World is a social enterprise that employs digital initiatives and social innovation to solve economic and social challenges. We address economic and social challenges through entrepreneurship and programmes such as Lets-Read-Africa, i-Teach Africa, i-Mentor Africa and Skill-Hub.

Our latest creation is souqhub.com; an online Islamic marketplace. It is an e-commerce platform for ‘halal,’- un-prohibited essentials. Souqhub stemmed out of the need to provide an alternative e-commerce platform for those who desire Islamic products.

We looked at the market and found that the big players in the industry do not adequately serve the needs of the Muslim population in Nigeria, particularly consumers of ‘halal’ products and services. Then, we decided to offer a variety of quality Islamic products at very affordable prices and provide opportunities to average Nigerians to own and run online stores at no cost.

Tell us about your educational background?

I had both primary and secondary education in Ibadan, the Oyo State capital. I attended Virtue Alliance Model College for my elementary education and proceeded to St ‘John’s Catholic School Eleta, for my Common Entrance Examination in 1998.

I had my secondary school education at Ibadan Grammar School and graduated in 2004. I also attended Tai-Solarin University of Education where I studied library and information science and graduated with a first class honours.

After graduation, while waiting for my NYSC, I enrolled to the Central Bank of Nigeria/ Africa Leadership Forum /Entrepreneurship Development Centre training on 21st Century Entrepreneurship and Business Development. Also, I hold a Google Digital Business Management Certificate. As you know, learning is from cradle to grave. If one is not dead, learning goes on.

Who are your target customers?

Souqhub is out to reach the underserved segment of the market – those at the lower rung of the ladder; the value conscious, the middle tiers, aspiring upper class and the upper class in the society. Our value proposition is significant because we offer a unique line of product/services similar but in a way different from the likes of Konga, Jumia and OLX.

Another unique value we offer is that we don’t harass people by displaying ads and content on the site and that makes it appealing and suitable for them.

What prompted you to start the business?

The business started in 2009 as a social enterprise. Then, all we did were free. But recently, we decided to scale up our programmes. Having studied the economic landscape critically, and considering the prevailing digital freedom in today’s world, we realised the need to solve major economic problems through the Internet. Today, we have about 40 million Nigerians on the Internet, and the number keeps multiplying.

Look around you, about seven out of 10 people in your environment use different mobile devices and are on one social media platform or the other. This is no doubt a great potential for businesses to thrive.

With the Internet, we realised that we could build a community of spirited and amazing entrepreneurs who can do business effortlessly from the comfort of their devices. During the just concluded Eid-el-Kabir, we had vendors who sold rams on our platform.

There are other young entrepreneurs making awesome custom products which are uploaded for sale on the site. There is a potentially large market, and this is the bottom line.

Also, we are working in our own capacity to reduce youth unemployment and reduce poverty rate in Nigeria. We have contributed in no small measure in supporting the education sector through our lofty initiatives. Vateeca World through Souqhub will be creating additional 100,000 jobs. With Souqhub, our primary target is to gainfully empower 20,000 SMEs in Nigeria by 2020.

How much did you start the business with?

We started with a dream, an idea, a thinking brain and dogged heart. We started on zero budget. My entrepreneurship journey started way back my undergraduate days. It got stronger as I approached adulthood. Every day of my life reveals newer challenges. I started training and marketing items on my smart phones. My first training was done on BBM, Whatsapp and Facebook. But we started the e-commerce business with an initial start-up capital of N500, 000, which was raised through equity.

How have you been preventing internet fraud?

Internet fraud is a global phenomenon. I must even say it is more pronounced in developed countries than Nigeria.

One of the major considerations for starting an e-commerce business is to put in place secure payment gateways that guarantee optimum safety for all transactions made. Hackers are stealing credit cards and other sensitive information from e-commerce sites.

To prevent fraud on our site we use a security encryption. Also, payment is done through i-Pay, Interswitch and VISA. We also use strong SSL Authentication for payment. Fraud prevention is something we control.

What motivates you?

The need to help someone else out there; the fact that I am young and desire a meaningful livelihood; the fact that I am in a world of endless opportunities with unlimited access to useful information, I get going. My mind is tied to my dreams; so everything I do is a function of what I want to achieve.

Great innovations, great individuals, and the untapped opportunities in the Nigeria business environment are major source of motivation.

Is government doing enough to boost the e-commerce market in Nigeria?

Sincerely, I must commend the Nigerian government for its support for the Information and Communications Technology sector because we enjoy what I can call digital democracy in Nigeria. There are no very stringent rules or obnoxious policies against the e-commerce sector. This really is a boost to the sector, for it creates an enabling climate for potential Small and Medium Enterprises growth in Nigeria. The cashless policy was accompanied by a lot of sensitisation and it has positive impact on the e-commerce sector.

However, the government can do more by releasing soft loans to new and existing SMEs and by ensuring infrastructure development. Service providers are also not really living up to expectation and this is a great bottleneck for the e-commerce business.

What are your future expectations for the e-commerce industry?

The e-commerce business is just evolving. Indeed, there is a great future for the e-commerce market in Nigeria. Nigeria is one of the most populous countries in the world with estimated population of 170,000,000 people. Imagine a situation where we have at least 80 per cent of Nigerians online; then more and more businesses would be developed, and more jobs created. Our company intends to drive the growth of 20,000 SMEs, create more than 100,000 jobs and contribute to the country’s GDP by 2020.

We want to be next Ali- Express in Nigeria; reach other parts Africa and revolutionise the e-commerce sector in ways that allow for more inclusiveness of young entrepreneurs. We want to promote local intelligence, create a favourable digital ecosystem for SMEs in Nigeria.

We will do this by leveraging on our major core values which are; integrity, quality, affordability, timeliness and innovativeness. We want to become a household name in the e-commerce sector.

What is your assessment of the Nigerian business environment?

The Nigerian business environment is growing fast; new businesses are springing up, old businesses are restructuring. Many businesses are liquidating owing to major external factors such as high taxation, hostile government policies, poor regulatory measures, power failure, and insecurity and so on.

In spite of all these, Nigerian business landscape is favourable; potentially large and promising. Our population is indeed a relative factor. Expatriates are trooping in everyday to have a share of the market. And this is a wakeup call to Nigerian entrepreneurs. There are quite a lot to contend with in the Nigerian business environment.

What is your advice for those who intend to be entrepreneurs?

There are lots of people out there who want to buy land, lay the foundation and if possible build the house that same day. They are driven by what I call the ‘get-rich-quick’ syndrome. Aspiring entrepreneurs should define their purpose clearly and be more innovative in their entrepreneurial endeavours. Also, success in business is not automatic; success in business is the life span of the business itself.

Each day opens a new page of trials and opportunities, and they determine the functionality of the business. To young people out there, I want you to believe that our generation, though looks cursed, has tremendous opportunities.

We have everything through Google. Google is not only a friend but a help. There are lots of problems out there waiting for solutions. Any individual ready to innovatively proffer solutions to problems out there will have unlimited access to financial freedom.

Hence, identify a need and fill the need in the most innovative way that makes someone else happy for a lifetime, and you will be glad you did.

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Twenty-seven-year-old Oluwatosin Adesile is the Managing Director of Bright Media Production, a media and publishing outfit. He talks about his business in this interview with PETER OKEUGO

How long have you been running your business?

My business will be 10 years old in December.

What was the greatest obstacle you encountered as a starter?

The major obstacle I encountered was discouragement from everyone, including my parents. I was eventually left alone after proving them wrong. My friends did not encourage me too. I resorted to selling my phones anytime I ran into financial challenges. I have over twenty phone covers which I changed within six months; I refused to dispose them as a remembrance of my humble beginning.

Do you have a background in media studies?

I studied mass communication at the University of Lagos. During my national youth service in Enugu State, I was posted to Enugu State Broadcasting Service. I was also involved in my community development service group. Currently, I’m running my Master’s degree programme in mass communication.

What areas of media business do you concentrate on?

I do media related works like documentary, editing, video coverage and publishing.

Why did you decide to own a business instead of taking up a paid employment? And why did you decide on media and publishing?

There are fewer or no jobs readily available in Nigeria, except through influence or who you know. I wrote my first story book at the age of 16 and published it two years after, when I started my outfit as a publishing firm. Later on, I added media works in relation to my discipline. Currently, I have over six book titles most of which are in the Ministry of Education Curriculum in Ogun State as well as other schools in Lagos. I have founded some television programmes and magazine publications as well.

How did you realise so much money to start the business at the age of 16?

I started with nothing. In fact, I sold my first phone for fifteen thousand to print my first story book. I was given an estimate of twenty five thousand for printing the book. The book was delivered with the promise that I would complete the remaining payment of N10, 000. Hard work and dedication helped me and they paid off. I bought my first car when I was in my fourth year in the university. God has been faithful.

How do you source your clients?

For publishing jobs, once the ministry releases its list of books; I visit schools and also follow up on the ones allowed to use literature books without close monitoring. Private primary schools do not use uniform literature books like the secondary schools do. For my magazine, I meet shop owners and I write proposals to get adverts. I do same for my programmes on air.

Will you advise fresh graduates to go into your line of business?

I will advise only passionate and hardworking youths to go into my line of business. With these, you can start with little capital. There could be insults in this line of business at the initial stage, but the praise follows. After my NYSC, I submitted my curriculum vitae to only two companies, but I did not do much follow-up on them. My business kept me active and I am comfortable with it. I may not have been if I was placed on a monthly salary.

What other businesses are you into apart from media and publishing?

I also do event planning. I anchor events as well. But I dedicate my strength to the business I do and I derive joy from it.

Do you need support from the government to succeed as an entrepreneur?

No, I do not. Nigerian government is not ready to help anyone become an entrepreneur. Your determination, passion and zeal will earn you that. As an author and a member of Association of Nigerian Authors, the government even collect money from us (young authors) for review. Eventually, they come out with their list and pick three books of influential people or political allies that lack the necessary ingredients to pass morals to our children. Government support would be appreciated, although we know it does not exist in their plan to support young entrepreneurs.

What challenges do you currently face in your business?

Every business man needs capital. Even when you have a standing business, you need more money to expand the business to an expected height. Another challenge is the opportunity to eventually make your brand known. These two are interrelated. To make your brand known, you need extra money.

Is the Nigerian business environment favourable for small businesses?

Power is a major problem in Nigeria; therefore, much money is spent on running generators to facilitate one’s work. The government does not exempt small business from tax. In other countries, the government gives tax holidays to small business owners to enable them to stand. The story is different in Nigeria.

What is your advice for those who intend to be entrepreneurs?

My advice is that they should not allow distraction when taking any decision. Any decision they take will either make or mar them. They should be focused and stay away from distractions.

How do you compete with bigger names in the industry?

The competition is very stiff considering my line of business. People celebrate every day and you meet different videographers and photographers at occasions. I admire the bigger companies and I am moving towards that in a more different manner. But I have worked hard to separate myself from the crowd and be different.

As a mass communicator, what national or social problem can you solve with the media?

To be candid, without the media, we will be nothing. Those that named the media the fourth estate of realm did not miss it. In Nigeria, we are confronted with lots of problems, but the media have been able to help sensitise people.

More importantly, I can use the media to solve the problem of bad governance and leadership currently plaguing in the country. Information is key and the media cannot be thrown out in that regard, as long as we continually use the media to expose the ills of the society and appeal to people’s curiosity. Without the media, we are going nowhere.

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Toyin Towolawi, 29, is the managing director/chief executive officer of BMAT de Barber and BMAT Beauty Academy. In this interview with STANLEY OPARA, she speaks on the challenges of her business and her experience as a female entrepreneur

What is the nature of your business?

I am a lady barber and beauty therapist. In a nutshell, a barber is a person who cuts, dresses, grooms, styles and shaves people’s hair. In modern times, the word ‘barber’ is used both as a professional title and to refer to hairdressers who specialise in men’s hair.

Historically, all hairdressers were considered barbers. In the 20th Century the profession of cosmetology branched off from barbering, and today hairdressers may be licensed as either barbers or cosmetologists. Part of this terminology difference depends on the regulations in a given location.

While beauty therapists use a range of facial body treatments to help their clients look and feel better, beauty therapists offer treatments that include the following: applying make-up and training products; eyelash and eyebrow shaping, perming or colouring; manicures, pedicures and specialist treatment such as nail extensions; removing unwanted facial or body hair; body massage and aromatherapy, among others.

How did the idea come about?

My father was a baker while my uncle was a professional barber who used manual clippers. They both had apprentices that worked for them. I enjoyed their independence and this informed my decision to be on my own.

My father wanted me in school at all cost. Each time I came home for holiday, I ensured I learnt something from both of them – mostly on how to hold the clipper. At a point in time I told my dad not to send me money because I had more than enough to sustain myself. I was able to raise a lot of money through plaiting of hair of my colleagues and barbing the boys. Indeed, I lived big on campus.

I found it difficult to cope when I finished the National Youth Service Corps programme to work in a company because I had to wait till the month end before I could have money in my pocket. I could not cope with this; hence, I saved some money and with the help of my brother and my fiancé, I was able to raise my initial startup capital.

What is your educational background?

I have a Higher National Diploma in Banking and Finance. I am also a graduate member of the Nigerian Institute of Management. I have an Oracle Financial 11i and an MBA in view.

Who are your target customers?

I cannot discriminate against anybody. I am in a hospitality business where every customer is important and a good marketing strategy helps me identify my key customers and they are offered appropriate services. My target customers include young and old people that believe in looking good since appearance determines how you are addressed.

Who are your mentors and what motivates you?

My mentor is Mrs. Folorunsho Alakija. She started her career in 1974 as an executive secretary and worked in a bank before establishing a tailoring company called Supreme Stitches. Now, she is the National President and lifelong trustee of the Fashion Designers Association of Nigeria.

She left an undeniable mark in the promotion of Nigerian culture through fashion and style. She is also into oil and gas and the paint industry. As at 2014, she is ranked by Forbes as the richest woman in Nigeria and listed as the 96th most powerful woman in the world. Her achievements inspire and motivate me a lot.

What are the challenges you are faced with doing business in Nigeria?

The challenges I face doing business in Nigeria are numerous. They include capital and electricity. I have a beauty salon well furnished but not to the level I want. I am planning to expand, but I am constrained financially. The amount of fuel I use every day to power my equipment and gadgets at the salon is alarming: it is affecting my profit.

I was forced at a point in time to reduce my staff strength due to high running cost. Also, the place I wanted to use for my vocational school of barbing and beauty academy could not come to fruition because the rent was too high.

What are the most important lessons you have learnt as an entrepreneur?

Dynamism is one thing that keeps coming to my mind. I have learnt to be dynamic in order to compete favourably with others by introducing free hair cut after three visits which you cannot find in the industry.

Another is sustainability. Customers will continue business with people they know, like and trust especially if they are pleased with the product or services that they paid for. This gets intensified if it is a personal product or service like getting your hair cut – the better the experience, the quicker they become your loyal customers.

Innovation is also key. I keep good magazines like sports publications and men’s health in the waiting area. The introduction of support gadgets such as towel warmer and state of the art sterilisers (at least to keep at bay transmission of diseases) has been innovative.

I have learnt to believe in people but never to depend on them. I have seen the need to be more focused and self-reliant.

Where do you see your business in ten years?

I see my business on a high level. I will have my vocational school of barbering, studio and beauty academy. I would have written books for the society and the student population to help their learning of the vocation, especially now that the government has introduced barbing into secondary school curricula.

I plan to have an exchange programme with the London School of Barbering where our students can go overseas to complete their training because barbering is no more jobs for the drop out. I also intend doing consultancy.

So many small businesses have failed to survive the challenges of the Nigerian environment. What has kept you going?

First of all, God on my side propels me to do exploit. Endurance and perseverance are my watch words, not leaving out discipline and focus. Never give up the fighting spirit. You need to study your business environment and customers. You should also define your limit and your customers’ need since every business has its inherent peculiarities.

The need to think ahead is also an important factor as well as the need to improvise where necessary. There is the need to give back to customer in order to retain them. I am able to do this by giving free service after three patronages.

Hygiene and general cleanliness is another factor that I always look into. I always try to clean up the shop every time we finish barbing or at intervals and sterilising our equipment with the right sterilising unit. We don’t compromise techniques for something lower. Some barbers in West Africa use fire from a lighter to burn the blade of their clipper instead of using a sterilising unit.

Moderation is a unique skill that is needed in every business and saloon business in not left out. Therefore, I try to be the best with the easiest available means and with good quality and employ moderation in my daily activities.

There is the need for sound working skills and development. If you have the best equipment, good character and the most enchanting environment with poor barbing skills and techniques, it won’t take time before you crash out of business because developing one’s skills and updating them to meet demands of new styles is essential.

I am a good character and good customer relations advocate. The way you relate with your customers will either attract or repel them. So, I endeavour to be at the best appreciable character always – that is little or no pride, very good anger management and usage of inoffensive language.

As a barber and beauty therapist, I try to have a good rapport with my customers by studying the customer psyche and bringing up healthy discussions and imbibe an atmosphere where the customer can really relax.

I share souvenirs and other little gifts during the December period. I run promo for make-up for all occasions in October and November. I also do free training on barbing and makeup for school leavers.

What is the advice you have for people aspiring to be entrepreneurs?

Be the best version of yourself. Never be who you are not just to gain acceptance of everybody. They should be ready to undergo training in the area of their interest. They should avoid cutting corners because a good name counts in business.

They should never give up even though they face challenges because life is not a bed of roses. They should specialise and never try to be master of all. Be truthful and let your yes be yes. Above all, put God first.

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Ayoola Ajebeku, the 25-year-old Co-founder/Chief Technology Officer of Nearest Locator, a mobile application, shares with TOBI AWORINDE his innate passion for information technology, as well as some start-up challenges in the industry

Did you always know you would be a part of the information technology industry?

Yes. My interest in information technology started when I was in secondary school, watching documentaries on television about how technology was being used to create amazing things in Japan. I began telling my friends that I would become a technologist. Unfortunately, there was no Nigerian university offering that as a course.

Later on, when I finished secondary school, I was privileged to meet some amazing young adults that mentored me. One of them jokingly used to tell me to become a programmer because I’m often quiet and like staying indoors, meditating.

I took his advice and when I told my brother about it, he was like, ‘Why would you spend four years in the university to study a course that can be learnt in two months at a roadside computer school?’

Eventually, I went to the National Institute of Information Technology to learn software engineering, thanks to my supportive single mum, a school teacher, who believed in me and sacrificed 50 per cent of her monthly salary to pay my fees.

Later on, while going for extra classes, I was privileged to meet a savvy business developer, Andrew Ogbewele, few years later. We formed a partnership and, together, we founded the company.

Tell us about the company.

We got the idea to build Nearest Locator in 2012, after a friend walked around for three hours in search of a post office, only to find out that it was just five minutes’ walk from his office. So, we built Nearest Locator, a mobile application that helps you find places or points of interest around you with ease. It is currently available on iPhone, Nokia, Android and Blackberry devices.

The app uses global positional system to determine your location, and then tells you where you are, which you can share with your friends. You can then find places like banks, Automated Teller Machines, restaurants, hospitals, hotels, petrol stations, pharmacies, and you can also search for places of your interest.

So far, what has been the biggest stumbling block?

Nigerians use smartphones, but don’t understand the capabilities of their phones. To make matters worse, Internet is not affordable for most people, and so their mobile data is often turned off. Considering these challenges, we went the extra mile to ensure that the app is simple to use and also uses very little Internet data.

Another major challenge is raising funds from local investors. Most local investors are not so patient; they are looking for quick returns, rather than considering long-term gains, while some just want to grab as much as they can get of your shares. However, I try to understand their plight because the Nigerian technology start-up scene is quite young and volatile too.

What role does mentoring play in your business?

Building a successful start-up involves overcoming several challenges. There were times we thought of quitting, but, thanks to our Board of Advisors, we’ve been able to leverage their experiences and mistakes to build a powerful team.

Mentoring cannot be overemphasised. It’s the quickest and simplest way of learning from other successful men’s mistakes and experiences. To fully maximise the benefits of mentoring, you need humility and patience, because the mentors are often busy. But with a little patience, you will be able to draw from their deep wealth of experience and knowledge.

The technology industry may be viewed as overcrowded. What is your company doing to stay relevant?

Technology is still young in Nigeria, considering the adoption of, usage of and access to information and communications technology products, compared to other parts of the world. But that is no excuse to play small because other companies are moving in fast from developed countries, making the market more competitive.

We have a strong, innovative spirit; we do more and expect more from ourselves, which makes us to stay relevant, despite the competition. We pride ourselves in research and development, spending resources to build next-generation products for today’s market with the global industry in mind.

We are currently working on some services that will boost our market share.

Are you open to the idea of a franchise deal?

Franchising is a very good way to scale up with limited financial resources. Currently, what we do is a version of franchising, whereby we make some part of our system available to third-party firms to use at a fee, through our application programming interface.

What is the biggest lesson you have learnt as an entrepreneur?

The biggest lesson for me, so far, is that, if you really want to be successful as an entrepreneur, you must know what you really want, and go all out for it. Leave no room for second-guessing yourself; it’s either you are in for it or out.

Many times, you will have many distractions and even challenges that would make you want to quit, but the most important thing is to always know what you want and ensure you are working towards it.

You will need to always retrace your steps from time to time, appraising yourself to ensure that you are still on the right course. At the same time, you shouldn’t be too rigid. Be open to change.

How successful have you been in the aspect of marketing and winning over new customers?

We have over 300,000 downloads and over 20,000 users monthly, both locally and internationally. Interestingly, we also have active usage from places like India, South Africa, Ghana, Kenya, Uganda, to name a few.

We’ve gotten several messages from different parts of the world, telling us how helpful our app has been. A certain user from Uganda recently told us about how our app helped him find his way when he was lost.

How should a young entrepreneur balance work and leisure?

Some say work and leisure are not the same thing, but not me. Work, for me, is leisure; it’s all about doing what you love and ensuring that it pays the bills – that is the challenging part.

It’s only recently that I reduced my late-night working. Everyone around me knows I can call at 2am just to get things done.

Apart from this form of leisure, I take time to exercise regularly; you will always catch me doing aerobics on Saturday morning. I also enjoy watching science fiction movies and having hot pepper soup. That’s the height of pleasure for me.

Any awards or milestones?

So far, we’ve won some awards like the Samsung Ideas Challenge. We also got to the finals of Venture Out – a platform for start-ups to receive mentoring and investment – to pitch in Europe and I’m a Leap Africa Social Innovators Programme Fellow.

Where do we see your business in the next 20 years?

By 2020, our vision is to become the largest location-based service provider in Africa.

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Twenty-nine-year-old Temi Kolawole is the Chief Executive Officer of Antigravity, a web design and development company. In this interview with COMFORT OSEGHALE, he shares his thoughts on the Internet business in Nigeria and why he quit his first job at 22

What informed your decision to start Antigravity?

My company started off as a hobby. It was a side business at the time. I had over the years learned how to design websites, carry out internet marketing, advertising and social media campaign. I had done all these for fun before I had the idea of establishing a company.

Even while I was working as the Chief Information Officer of a real estate firm in the United States, I was already running my business informally. My job was a very good one; I was well paid and worked with smart people who also saw my talent. After working for three years, I quit in 2008. I decided this was what I wanted to do. I wanted to run my company formally so I got it registered in the US.

Were you scared when you quit your job?

Of course I was; it is not easy to decide that you want to stop getting paid salary. I just had to look at the bigger picture and realise that I was aiming for something much more than a salary. Even though it might not materialise immediately or might take a longer time to get there, I knew what I wanted to do. For the first one year after quitting my job, I didn’t tell my family. If they asked how work was, I would just say it was fine.

When you are an entrepreneur, you are either making continuous money from sales if you are consulting or you are waiting for your clients to pay if you are into web design. If your clients don’t pay, it is almost like you are not eating. It was a bit rough at the beginning but when I moved back to Nigeria in 2009, things balanced out and the company was able to hire people and pay stuff.

When I moved back to Nigeria, I lived in Abuja at first and started out with some contracts for the Economic Community of West African States alongside a few other projects. I later moved to Lagos because I wanted to expand my team and get more talents for my business. So in Nigeria, Antigravity took off in 2009.

Did your choice of study in school prepare you in any way for what you are doing now?

Yes, in the sense that as a person, I am able to plan and meet deadlines. Apart from general life preparation that school gives, I didn’t learn any of this in college. I am a graduate of computer engineering which is more of electronics, circuits and hardware. Meanwhile what I do now is strictly software internet. Most of what I know, I learned on my own through individual practice. I am a little bit of a geek; one of the things I do for fun is that I write codes. Sometimes I just take my laptop and start playing around with stuff and have fun. Even now, I am still learning; each new project I take on becomes a new challenge and teaches me new things. I am learning every day.

Was it difficult building a customer base in Nigeria as there are so many web designers out there?

It wasn’t; from the US we already had some very good and popular clients. We built the very first version of Bellanaija which only just changed recently. We built some music websites like Notjustok.com. We have our own website Sturvs; we built netng.com, and several more in the entertainment industry. We have done works for BankyW and Dare Art Alade.

By the time I moved here, building a customer base was not a problem because the work we had done in the past spoke for us. We did not have to do any marketing; all our businesses came from referrals.

Bellanaija didn’t need to tell anyone that her website had been built by Antigravity; our name was already at the bottom of the site. So people knew us once they clicked on it. That brought quite a lot of referrals. It just stamped the reputation for us very early as a good website company. We equally did our best not to compromise that our work stood above the regular.

Before this industry became saturated with practitioners, we had already made a name for ourselves. That pushed us high into the corporate and public sector. So now we have a higher profile. We have done quite a number of works both in the public and private sector.

In the public sector, we manage Osun State’s website; everything from the design and maintenance. We also send out daily news letters to subscribers on the website. In the private sector, we handle all of Tony Elumelu’s websites; his group of companies, his foundation, and a few other subsidiaries in his group. We built and maintain the websites on an on-going basis.

We also just launched a new website for the Honeywell group. We are currently working on a website that never existed for Super Eagles. There has never really been any good online presence for them before apart from Wikipedia.

Did you require much start-up capital?

Not really. It is only when you are running a commerce website or a payment platform that you would need to spend more money to get the word out. However, for this business, you don’t really require much. Your basic needs are laptop and internet connectivity. Lots of people are starting to realise and appreciate that there are opportunities in this business.

Because this business does not require much capital, we started making profit almost immediately. The only investment I had to make was my computer and from the contracts, I made my money back.

What were the challenges you experienced?

First is finding good talents that are loyal enough to work for somebody else; it is hard. Because this is an industry that does not require too much capital, everybody believes that they can do it on their own. Once you have a laptop and internet connection, you can start this business. So the average graduate who has a computer wants to start his own web design company. I am not saying that there is anything wrong in that but there is a growth process required. I didn’t just wake up and start this kind of business; I grew, I learned.

Another problem which is getting a lot better is the infrastructure – our internet connectivity and electricity supply. There was a time years ago, my employees used to come to my house to work. This was before I got married. Now I can’t do that anymore. Then we were either having issues with the generator, the internet, etc. Although the situation has improved now, there is still downtime once in a while.

Next is the level of appreciation from the target market. Some people don’t understand the full scope of work involved when it comes to information technology. They think it is just like writing a power point presentation or word document. When you bill them, they would ask why they had to pay so much. Some don’t even see the importance of having a website for their business especially when they are already making so much money.

What they don’t realise is that you have to spend money to make money. They don’t know that a website is an online office; always open 24 hours. People need to appreciate the importance of having a website.

As a result of this mentality, it was hard to really charge such clients. Although corporate clients would always pay more but these other clients would ask if you could not build a website for N50, 000.

What advice will you give youths who want to be self-employed?

They need discipline; that is the most important skill. When you become an entrepreneur, you are just like a worker without a boss. You have to learn to be your own boss and enforce your own rules. You have to give yourself a realistic time to get out there and go ahead.

You might be working at a job that you don’t like and you have some ideas. I wouldn’t say quit your job and start suffering because every business has got its own take-off time. Establish your business while you are still employed and see where it goes.

I started my business while I was still employed until I got to a point where I knew I had to get to the next level. That was when I took the leap of faith. You never start learning from your mistakes until you have made them.

You might think in your head that things would go a certain way but in reality, they wouldn’t. Also be realistic with your ideas. The ideas that become profitable are ideas that meet a need. There is no way you will not be compensated for meeting a demand.

For those going into web development, I will advise them to build a team very early. Don’t try to do it all yourself. Two or three people are enough. And to do this, you look at people you know; perhaps your classmates or your friends – people you can trust.

Is there anything you wish you had done better when you started?

If I could have done anything better then, I would have stayed focused on online payments. We are working on a product that is similar to PayPal. The Nigerian online space is a huge market; billions of transactions are going on online every day. When I first started out, I focused a lot on the online content space, which had to do more with blogs and entertainment. I learnt a lot from it but if I could change anything, I would have gone back and focused on the payment space.

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Kehinde Afodeso, 27, is the Director, Atoke Makeup, a beauty and makeup outfit. She speaks on the attributes that make her business unique in this interview with IFE ADEDAPO

What was your growing up like?

I actually had a very strict and humble up-bringing. I remember growing up in a home filled with love. And I also remember not growing up with a silver spoon, but one thing I know we had then was love and we had each others’ back.

What kind of business do you do?

I am basically into makeup, bridal makeup, runway makeup, fashion makeup, skin consultation and skin care.

How did you start the business?

I started the business in 2011. When I started it was not a choice career for me although I had a keen interest in it. I remember seeing people beautifully made up in magazines because most of the time then, we usually see well made up faces mostly in magazines, unlike now that people wear makeup everyday and everywhere. I became curious as to how it is being done. After my NYSC, before gaining admission into a Masters degree programme in university of Ibadan, I decided to pick up a new challenge and learn makeup artistry. I enrolled in makeup school and make one in 2011.

What inspires your makeup style?

When I meet someone, the first thing I look at is the person’s features. I watch out for the shape of the eyes, and lips, and I come up with a makeup style that would enhance the person’s beauty and features. Unique facial features motivate me to try out different makeup styles. I find out that no two persons have the same facial structure. It is different for everybody and it is actually a challenge to try out new faces and see what can be done to improve their beautiful faces. I draw inspiration from works of older colleagues in the industry. I admire the beautiful jobs they do and i want to do better than they actually did.

What is your educational background?

I have a Bachelor of Science degree in Biochemistry from University of Ilorin and a Masters degree in human nutrition from University of Ibadan.

Do you regret not working with your certificate right now?

No I don’t because I still have plans to work with it in line with makeup artistry. I don’t intend to abandon what I have learnt in school. I have plans to incorporate human nutrition in to the makeup business. There is a saying that beauty comes from within and we all know that it is what we eat that radiates outside. Nutrition plays a significant role in beauty and they go hand-in-hand. It when people feel comfortable in their skin that their beauty can radiate out. Like when someone who is fit, has good nutrition and feels confident, then the beauty tends to radiate. That is where makeup comes in to complement the beauty that already exists. I still intend to work with my knowledge in nutrition, I don’t just want to dump it.

We have a lot of makeup artist in the industry today, but what makes you business unique?

For now, it might just seem like all makeup artists are doing the same thing but I would say apart from the future plans that I have to start incorporating nutrition into the business, the unique aspect of my business is customer service. I try as much as possible to tolerate people. In the industry, people tend to look down on makeup artists, treat them with disrespect and price the them down. For me, I tolerate all these and don’t let it get to me and it is portrayed in the way I treat my clients. When I go for jobs, people often say most makeup artists are rude and they are surprised that I am not. I just tell them that in order to survive in this business, one has to be tolerant. A makeup expert should not always have his or her way at all times because such attitude can be perceive as insulting.

In addition, I try to work on the features I see on people. I don’t try to give them a different face from what they have. I give them a different complexion from their natural one, but I enhance their natural beauty.

Who is you role model?

In the makeup industry, Banke Meshida inspires me to want to be better and improve on my skills.

If you go back to when you started, what would you do differently?

I would have tried to create a balance between my makeup and Masters programme in the university. The programme was full time and took up a lot of my time, making it difficult to set up a makeup studio. When you have to always be in class and it was so difficult for me. In order to start a makeup studio, I need make myself available at all times and before leaving the place to people to man. I wish I had tried to crate that balance. Then, I thought I should concentrate on my Masters programme and after I would set up the studio. I wish I had done that differently.

What are your challenges and how do you tackle them?

Like every other business, competition is one of the greatest challenges we face. Competition is everywhere and the makeup industry is becoming saturated and the charges are not standardised. Basically, I tackle that by leveraging on referrals from friends, family and clients that I have worked on before because I found out that people tend to believe their friends and family than when you introduce yourself to them as a makeup artist.

When I work with someone I try as much as possible to give my best so that the person can actually refer me to friends and family.

I improve on my skills as well. I learn, read and practise every day so as to be better in it. Another challenge I face is when clients don’t keep to commitments. For instance, when someone books a date with you and then two to three days to the day, they tell you they are cancelling. That is a very big challenge because I would have planned my time around that day. What I do in the situation is to tell my clients to pay a certain amount as commitment fee prior to the day.

Where do you see your business in 10 years times?

I see my business not only as a makeup business, but as a beauty outfit and also a well centre. I tend to combine wellness and makeup to beauty people inside out. In ten years time I see myself as a beauty and wellness expert.

What is your take on graduates choosing entrepreneurship over full time employment?

I am an advocate of entrepreneurship most especially for women, not because there are few jobs available in Nigeria but because there is a fulfilment and joy derived from knowing that you can actually utilise you talents and be creative with your hands. The money there might be very little at the beginning but consistency is the key. Anyone going into entrepreneurship must first find his or her passion. And try to gain addition knowledge on how it can be improved on. Patience is very key to survive as an entrepreneur because it is a long process for an entrepreneur to be successful. It is not a journey of two to six months.

Also, in everything you do, try to put a bit of professionalism.

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Ademola Odebode, 26, is a Co-founder of NerdBevy Limited, an information technology company. In this interview with TOBI AWORINDE, he talks about an undiscovered niche market in the IT sector

How did you develop interest in technology?

As the second of three children, I can say I had a normal childhood and it was fun. I had my primary and secondary education in Ibadan, Oyo State, and then moved on to Covenant University where I studied electrical and electronics engineering.

Growing up, I wanted to be many things – a pilot, an aeronautic engineer – everything was in the mix of engineering. I remember times when I would pick up some electronic gadgets in the house and opened them up just to see what was inside. I got into trouble doing that on one or two occasions. I guess I was able to achieve what I wanted as I attained my engineering degree.

How did your company come to be?

Before NerdBevy, my business partner and I were running our solo businesses after the compulsory youth service. We worked together back in the university; so we were familiar with each other. In school, we worked for Dashawn Enterprise, another technology company, for about three years.

It was after school that we decided to combine forces and work together again. We did not find it hard deciding the focus of the company as we always knew what we wanted: software development, web solutions, hardware repairs, maintenance and servicing of IT equipment. NerdBevy Limited commenced operations in January 2013.

What do you point to as the distinguishing factor of your business?

One of the things that set NerdBevy apart is that we are focused on the challenges we all face in our environment. We carefully study the aspects that people have difficulties with and we proffer solutions to them. Also, the relationship we keep with our clients is important. We carry them along every step of the way in any project we are handling for them. We give them the best at the best bargain they can get.

What hurdle did you have to scale in launching the business?

The most important is the capital involved in starting the business. There were a lot of things that we had to put in place, paying all the necessary bills, etc. There are businesses that start with a lot of funding, which helps in getting things done. Some other businesses do not have that kind of funding to kick off. There was a time we were waiting for a definite amount to kick off, but it didn’t appear it would materialise. So we decided to start with what we had. So far, things have been going well.

What is the greatest challenge you have had in running the business?

The greatest challenge is getting the right human capital to fit into different stages of the business growth. We have projects we were working on which we had to put on hold because of the inability to sustain the staff needed. These projects are geared towards easing the lifestyle of many Nigerians.

How have you been trying to earn the trust of potential customers?

Definitely, a lot of people are afraid of change. Most people still try to stick to what they have always done in their business processes because it works for them. The truth is that most of these processes are old-fashioned. By the time you give them a new way to do things, they are scared to make that drastic change. But there are some who embrace it and just want to be involved in what is being offered.

In the event that there is a hiccup on the part of the company, what steps have been put in place as a crisis management protocol?

At NerdBevy, we believe our clients know what they want, and we are guided by that fact. Yes, errors happen and we have a strategy to mitigate them. We treat cases like that on a one-on-one basis. We commit ourselves to our clients and find ways to correct the errors in the way our clients want.

With technology developing at a record pace, how are you positioning your company for future demands?

NerdBevy Limited is working on scarce areas in IT, areas that aren’t tapped into yet. Soon, we would be offering newer business processes that involve IT. At the moment, we get the best practices in the field and find a way to integrate it in the business processes of our clients. We try to fit these processes in the sector any of our clients are in.

Have you ever doubted yourself?

Yes. This happened a lot when we were wondering which project to develop. There was a time we started one of our projects and then we encountered some challenges. What we did was that we took a break, did more research and got back to the project. Self-confidence comes from the focus we put on whatever we are working on. Whenever we cross a hurdle, we get more confident.

Who are your mentors?

I hold Dr. Mike Adenuga very highly. I am in awe of the way he revolutionised the telecommunications industry and what he has brought into the IT sector in the country. I will like to model NerdBevy Limited after his company.

How do you balance work, family and leisure?

This has been easier than expected for me. There is a common adage that though everyone may leave, family remains. The important thing is that I know what is important to me. I know my family and I have a close circle of friends, that is important. For me, the balance comes naturally.

Sometimes, 24 hours may not seem enough, and I find myself not keeping in touch with some members of the family. In such an instance, I consciously make the effort. Leisure is good; I have my ways of having fun; maybe watching a movie or playing games.

Nigeria’s economy was recently ranked the largest in Africa. Do you think young entrepreneurs in Nigeria are taking advantage of the available opportunities?

Yes, I think they are, but not to full capacity. There are a couple of notable start-ups in the country that are doing well. There are still a lot of start-ups at the moment and many bright ideas, and all they need is funding. If these ideas are given equal consideration, I believe the economy will be better than it is. Most start-ups need a considerable level of funding for them to come alive. Nigeria’s young entrepreneurs are adding their quota to the booming economy in the country; no doubt.

How are you positioning your brand for sustainability?

At NerdBevy, we try as much as possible to do the right things at the right time. We make sure we do not rush things. When we set out on a particular project, we look at the end game. Can there be a time when this project can run itself and will there be continuity? These are the questions we ask ourselves and we set out ways to make sure we have answers to them before we start the project.

What is the greatest achievement you have recorded?

When we launched RepairAm, a first-of-its-kind online repair service in Nigeria two months ago, there was a lot of preparation and efforts that were put into it. We had to move the launch date two times, but we finally did it. It felt better when people started making repair orders.

We picked up, fixed and delivered electronics, and the service was running the way it was supposed to. The fact that we are able to provide solutions to the problems people face, when their gadgets get faulty and they do not know where to go, tells us we are on the right path.

Where do you see your business in the next 10 years?

In the next 10 years, we want to have established NerdBevy as a solid brand in Nigeria. We want to create a niche for ourselves by exploring a scarce IT market that will be beneficial to most business sectors in Nigeria. In 10 years, this niche will be our backbone, our strength and our name and everyone will know us for what we do and how efficient we do it.

What will you say to aspiring entrepreneurs who may be discouraged by lack of funds?

What I have learnt is that if you are waiting for the biggest form of capital to come, it might not come early, and you will find out later that the time you waited, you could have started with the little you had. Once you have the dream and vision, be focused and look ahead.

The dream looks good in the head, but it will not show the difficult part. Reality will always set in; there will be setbacks. But they happen because there is a higher step, a better level. Also, surround yourself with a good team, according to your area of business. Your staff will be extremely crucial to the development of your company.

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In this interview with NIKE POPOOLA, Director/Co-Founder, Cruise Events Limited, Oreoluwa Adeleke, 30, speaks on her passion for event management

What is your educational background?

I have a degree in international law and diplomacy from Babcock University. After graduating, I decided to follow my passion for event management by taking up some event management courses in Oxford and Las Vegas. Thereafter I decided to start my event management company in 2008.

Why did you decide to start an event management business instead of going for paid employment?

It is natural with me to plan things properly and that is exactly what led to the business. Back in the days, I would plan birthdays for friends regardless of their budget. Whenever they complain of budget, I would plan with as little money as we could raise and at the end of the day, it would seem we spent so much.

When the same friends were getting married, I planned the events for free. Because I love to organise and it comes naturally, I do it effortlessly and it does not even seem like a task to me. Due to the outcome of the events, I started getting recommendations from friends. Then I decided to go for training and in 2008, I set up Cruise Events Limited.

How has the business been faring?

The business is fairing very well; event management is a result driven business. You plann an event well; someone at the event is impressed and gives you another job or recommends you to someone else.

This is due to the fact that we have not relented on the core values of the business which is to always ensure the new assignment is better than the old one. We must always create something new about every event we plan. And because this is about passion, we always deliver beyond the client’s expectation.

What major achievements have you recorded since you started this business?

Our key achievements have been the ability to attract A list of events and to have delivered to the client’s satisfaction. We have worked for and still work for high net worth individuals, multinationals, oil and gas companies, government agencies and state governments. By the virtue of our creativity, we have been able to handle events that have ranked us among the leading events management companies in Nigeria.

What challenges do you encounter in this business?

The major challenges we had at the beginning had to do with people management as regards supplies. We found it quite hectic managing disappointments from suppliers who had promised heavens and earth and were unable to deliver.

You can imagine what would happen to you as an event manager who has commissioned projects for different suppliers only for some of the key suppliers to create excuse out of nowhere and fail to deliver.

It was a serious challenge but we have overcome that now. Now we know the capability of every vendors we deal with which makes it easier for us to eliminate such disappointments.

What is your vision for your firm?

We have the vision to rank among the top five events management companies in Africa. We want to be renowned for excellence in our service delivery. And to achieve this, we know we have to continually evolve, going the extra mile to deliver, and using cutting edge events planning experience to satisfy clients beyond expectations.

What counsel do you have for young intending entrepreneurs?

I advise them to remain focused and committed to their dreams. I advise them to allow their passion to be the driving force and to always improve themselves on whatever they do. They should start now even if it means they will offer their services for free to some people.

If I didn’t plan weddings for free for my friends, the opportunities I got through them and the events may never have come.

They also must be up to date in their service delivery and must be enduring. It may be somehow tough to get ahead in business sometimes but if they increase their capacities, they will attract opportunities in no time.

What do you think is the solution to the problem of youth unemployment in Nigeria?

The way forward is for us to make our passion a money making venture. God has blessed every one of us with one talent or the other, that if refined will generate huge income. It is high time an average Nigerian youth looked inward and identified what he or she has been endowed with, develop it and turn it into business.

The mentality of getting a good job after school should be wiped off our thinking; it kills creativity and frustrates personal development.

If every student in higher institutions is thinking of what to do after school rather than where to work, the scenario would have been different. The students would have been more dedicated in school because they know that what they take away from school will shape their business ideas and the challenges we have with unemployment may not have been this scary.

How can Nigerian youths become more useful to themselves and the country?

Nigerian youths must take it upon themselves to solve problems. It is by solving problems that their own dreams are realised and opportunities are attracted. It should no longer be fashionable for young people to rely on government to provide jobs for them. Government may never provide enough but we must take our destinies in our hands. Some people have done it and they are successful. This implies that every youth can also succeed in whatever they choose to do if they are determined.

What is the relevance of event management to parties?

Event planning is relevant to make your party a huge success and memorable one. When you have an event planner, it takes a lot of responsibilities associated with planning your party from you because you are placing it in the hands of professionals. Events are relevant for different parties such as marriages, birthday, funeral, weddings and other corporate parties among others. You need event planners for anniversaries, fashion shows, product launches, and conferences. You need to have experience in organizing and managing events. There are career courses that would boost your skills. People from different educational backgrounds also pursue career in event planning. Event managers are responsible for planning, coordinating and evaluating a wide range of events all year round. You have to always remember that first impressions last, so the services rendered must be good. When managing any event, you need to take the correct approach and use the right techniques to ensure that your event is successful.

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Segun Ijiwande, 29, owns a fashion designing outfit ‘ShegzyKool Aesthetic’. In this interview, he tells ARUKAINO UMUKORO what has helped him so far in running his business

Did you study design in school?

No, I am a graduate of English Language from the Redeemers’ University of Nigeria. ShegzyKool Aesthetic is my label’s insignia. I am a creative consultant of diverse sides, and I have been running my business for over 10 years now. It has taken me a lot in developing my brand, which I believe is one of Nigeria’s finest clothing and fashion accessory line today.

Can you give us an insight into what you do?

ShegzyKool Aesthetic houses a classic range of fresh and innovative designs that include corporate suits, jeans, native wears, linen suits and clothing, funky blazers, customised T-Shirts and a myriad of other styles. I provide first class services to both corporate and private individuals. My clientele includes top Nollywood actors, on-air-presenters, music artistes and many others.

Why did you decide to go into fashion designing despite your degree in English?

I have been passionate about fashion designing right from my secondary school days. Back then, I used to watch my mum design outfits. She was a top designer then. So, I was able to learn a lot from her.

How much was your start-up capital?

I can’t even remember. However, for me there was not so much needed to start up since my mum was a designer.

Who was your first customer?

My first customers were a couple of my friends, Tunde Ayela and Segun Olasoji. They paid me to make some jerseys for them.

What’s your current staff strength?

For now, I have six staff.

What are your biggest achievements so far?

They are many. The biggest achievement I can think of now was when I got signed last year by Nigeria’s renowned musician, Mr. Adewale Ayuba, as the official clothier for the ‘Bonsue Wears.’

What does it take to become a fashion designer?

It takes a lot of hard work, calculation and creativity.

How have you been able to deal with competition in the fashion industry?

I grew up knowing that no one knows your dream better than you do. Constantly improving on my creativity and trendiness has always given me an edge. And if I have to do what others do and/or have done, I try to be creative and put in some differences.

What are your major challenges as an entrepreneur?

Electricity is a major issue in Nigeria as a whole. Most times, we have to run on generators to work so as to meet delivery dates.

What are the life lessons you have learnt so far?

I’ve learnt that hard work pays. Like they say, nothing good comes easy; one has to put in one’s best to survive and thrive as an entrepreneur.

Who are your mentors and what have you learnt from them in growing your business?

My mother, Chief Mrs. F. M. Ijiwande, is my mentor. She is a ‘retired’ fashion designer. I learnt a lot from her that has helped me in my business. I learnt from my mother that hard work, patience, consistency, transparency, the fear of God and believing in oneself are vital ingredients for success in life; they are rewarding in different ways. Some clients can be nasty and nag a lot, but it takes patience to work with such clients.

As an entrepreneur, what are the most important lessons you have learnt about leadership?

I have learnt that humility is a major key in leadership. As a team leader, one has to be humble enough to take the views of one’s team members. I’ve learnt to carry my team members along while taking decisions. I welcome opinions from them even if it’s not needed immediately at that time. I have also learnt that we are all different people with different ways of thinking and behaviours. So, I try as much as possible to give someone a benefit of the doubt.

Were you ever sacred of failure when you first started out?

From the day I started designing, I have always seen failure as part of success. If you fail, you’re just a step ahead of knowing how to do something better. I’ve always overcome my fears with the sentence, “nothing good comes easy.” There are times I have had to go through a process twice or thrice just to get some designs right.

How has your academic degree helped you in running your business?

English Language is what we use in our daily transactions. Although, I don’t have to speak so much grammar before delivering, being a degree holder gives me an edge as a designer. It gives me room and opens doors to work for the elites both home and abroad. It also empowers me with more knowledge to train and manage my staff and students.

What’s your advice for young entrepreneurs?

I will advise them to stay strong despite the competition in whatever field they operate in. Also, they should be more creative and keep to delivery dates as much as possible.

Is finance the most important requirement in starting up a business?

Yes and no. As it’s written in the bible, money answers all things. In other words, money is important in all things, because with money, one’s ideas can become reality. However, money is not everything, if passion is not there; the money one spends for something might end up being a waste. In as much as money is important, one also needs to be passionate about what one is investing into. One also needs to set goals and work hard towards achieving it or else the business might not last long.

From your experience, what does it take to become a fashion designer? Please, explain what you mean by hard work, creativity and calculation.

Fashion design as a career is beyond sketching or making what one thinks people would like and embrace. A fashion designer must be good enough to think outside the box to create designs with reliable fabrics, and such designs must be relevant in terms of the fashion and style trends of that particular time. Hard work means being diligent and relentless until a goal is achieved in one’s endeavour; while creativity is going beyond the norm and doing something different artistically. Calculation can be said to be the carefulness in doing something, be it a work of art or a business.

How does having good relationships with your clients help the success of a business like yours?

In every business, relationship with clients/customers must be cordial and warm for such a business to grow. Before a transaction with a new or promising client/customer, I make sure I establish a good relationship with such person because it helps to knowing such a client’s principles. Knowing a client’s likes and dislikes also makes designing that client’s outfit easy.

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Twenty-four year-old Jennifer Uloko is the Chief Executive Officer of Yangabeauty.com. She opens up to COMFORT OSEGHALE on why she resigned her job with ExxonMobil and her interest in beauty products

When did you develop interest in beauty merchandising?

I have always had a flair for beauty products; everything from makeup to makeup instruments and skin care products. It has always been my passion. There is so much one can do with the right makeup to boost self-confidence. Gone are the days when women left the house with just white face powder on. People now want to look good. That is what gives me joy; helping people to look good. Besides, I am also a certified makeup artist.

At what point in your life did you decide to be an entrepreneur?

I had always known that I would end up an entrepreneur. While in the university, I sold jewellery and accessories to my friends and classmates. I would shop at Balogun Market, Lagos, during the holidays and take the materials back to school to sell. I was usually happy when I made profit. It got to a point that I was no longer asking my parents for pocket money because I had an income. I could buy my textbooks. It was fun and exciting selling jewellery, making profit, investing a part of it and saving some.

After I graduated from Igbinedion University, I was posted to ExxonMobil for my service year in 2011. I was a customer service representative in the catering department. At the end of my service year, I was retained in the company but I did not get any joy working at my job. I just wasn’t enthusiastic about my job. Instead, I found myself giving makeup tips to my colleagues and making recommendations on the kind of beauty products they could use. After a while, I decided to resign my appointment and I launched an online retail store where women could purchase different brands of beauty products and get consultation. At the time I resigned, I had worked for only a year.

Did your parents support your decision?

My father had always encouraged me to be self-employed; he runs his own businesses too. He would advise me to work at a job that makes me happy. He wanted something that would make me wake up with a smile instead of feeling grumpy. It wasn’t at all difficult for him to accept my decision.

It was hard though for my mother. She felt I had a lot of things going for me. I had a Second Class Upper in Business Administration and worked for a good company. She herself worked in the banking industry and so saw nothing wrong with me sending out my resume or keeping my job.

I kept insisting though that I did not want to work for anyone. She saw reasons with me after a while and even supported me with N50,000 when I eventually started out. Now, she has seen the creativity that I put into my business and how I work hard to keep the company going. She is my mentor and inspiration.

My friends tried to discourage me. They told me to work for a decade, save money before resigning. I could then use my savings to do whatever I wanted. The truth is that I am facing several challenges now. However, they are a good experience; nobody can take that away. I have no regrets.

Was it difficult to raise funds as a retailer?

Not really; I had a lot saved from selling jewellery and accessories in school. I started saving at 18. I poured my savings into my business. Then, my mum gave me some money; she had opened a savings account for me while I was younger and she handed the money over to me when she saw I needed it. I could only buy six products with what she gave me; beauty products are expensive. And unfortunately, those materials that I bought were all fake.

How did you know?

It was a foreign brand that I use myself and I had bought some for my personal use while on trip abroad. By the time I took the products and compared with what I had, there were glaring differences in the way the brand name was written. Some other things were also not properly spelt. It was really a disappointing experience because it meant I could not sell what I had bought and my money was wasted.

My experience forced me to think though. I had to research what it entailed to retail beauty brands and eventually sent mails to some sales representatives of some major beauty brands. I had to take a day to sit down and compose the mails because I couldn’t hire a marketing person to do that for me.

I introduced myself and assured them that I would sell their products in Nigeria and make some money for them. It was not easy though because most major brands are not much interested in small retailers because we don’t make big sales. Some rejected my proposal; others accepted. I didn’t bother to sit and wail whenever I was rejected. I simply moved on and wrote more to other brands. I do very strict sourcing from the manufacturers.

What have been your challenges in this business?

The online store has been running for seven months now and it has been quite challenging. I retail beauty products for over 20 brands; most of which are foreign. What happens is that customers order online via our website and then the orders are taken to their offices or homes.

It has been an exciting and surreal journey. There have been ups and downs. The first challenge I had was that I was not a technical person so I had to employ people who were familiar with web design, marketing and all. I have a web designer to handle the technical side while I focus on the business aspect; pushing it forward. Customer service is important for us because from everyone, we can get 10 more. Our value is that we are committed and we are honest in everything we do.

With it came the challenge of recruitment which was quite difficult. I advertised via social media and by sending out the word through my friends. I needed people with good customer service orientation and who were punctual. Any person who did not come early for the interview was not ready for the job. Time is important to me. At the moment, I have four employees; a delivery dispatch rider, a customer service representative, a web designer and a graphic designer.

Another thing is that website designers are expensive but I cannot afford to cut back on that. If you have good brands, the pictures of the products you are retailing have to be really clear online. Your clients must know what they are buying.

Shipping to Nigeria is expensive. You pay so much duty; tax and it eats away on your profit. One cannot because of that become careless with pricing because the clients would not want to buy products that are overly priced. It is a balancing act and we are in that teething phase. We have yet to break even. However, I am looking at other options such as diversifying into retailing makeup tools. I am also looking at having my own makeup brand; it is still in the works.

Another major problem is that Nigerians don’t trust that they will get their orders after making payment first. To solve this problem, I had to give my clients options; you either go to the bank to pay into our account or you pay on delivery. But the latter option only works for those in Lagos State. For deliveries outside Lagos, I need payments to be made first. Sometimes, products get damaged while they are being shipped to Nigeria and once they are damaged, I cannot sell them. It becomes my loss. Although the shipping companies make refunds on such occasions; they try to get out of it at times.

Do you use any particular marketing strategy to publicise your business?

Yes; information technology has been very helpful. I made use of the social media to do my marketing and advertising. I advertise on Facebook; it is easy to choose your target market there. I also give incentives via Instagram and Twitter using creative marketing strategies. I encourage clients to create certain looks with makeup and give away prizes. This has really helped. I also have a blog where I explain how clients can use the products I sell in various ways.

What advice do you have for youths aspiring to be entrepreneurs?

Knowledge is important; if you want to go into retail and you don’t know the product you are buying, you will definitely buy fake. One of the ways to go about it is to familiarise yourself with the brand you want to buy in the open market. Check out the product online and see how it is. Don’t just buy from anywhere. It is important to buy from those who source from the manufacturers.

You have to put everything about your prospective company or business in place before resigning from paid employment. It is really important. Before I resigned, I had already registered my company with the Corporate Affairs Commission and got everything ready to take off.

Then persevere in managing your employees; you will be tried and tested. They will come late to work with different excuses but in the end you have to speak to them in a respectful way; no shouting or insults. One of our values is that we respect each other. It helps to keep the sanity. There is a polite way to correct people. I let them know that it is not just about the profit; we have to retain clients, get new ones and always put them first.

Put God first; because He is at the centre of everything. You also need to research well on what you want to focus on and employ people that either think like you or think better than you. Don’t cut corners; be true to yourself. If you are buying a product, buy from the manufacturers. Don’t buy a fake product and try to sell it off as the original thing.

Work hard, believe in yourself. Nobody can push you like you can; not even your mentors. Let no one’s opinion define you. You have to know that whatever that you do, that in striving harder, going forward, everything would work out for good. Research more into what you are going to do and how you will do it. The sky will be your limit.

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Sanni Sheriff, 24, is a student of the University of Lagos. He won the Creative Man of the Year Award at the 2013 Inspire Africa Network’s Under 30 Achievers Award. He tells ANNA OKON, why he loves entrepreneurship

What’s your background?

I was born by a marine engineer and a businesswoman. I am the second child of my parents. We are from Ondo State. I am currently studying Systems Engineering at the University of Lagos. I hope to graduate in 2015.

I also run an events company in Lagos, Sannikayz Events, as well as a social media driven television network, Sannikayz TV. The brand started in 2010 out of my burning desire for business and contribution towards the growth of the Nigerian economy.

How did you come into business?

The enthusiasm for business has always been with me right from a tender age. I started making toys in primary school and I made a sale of N5 in my first transaction. But my parents were more concerned about my academics. My dad demanded that I finish school first before thinking of business.

In 2007 when I was in secondary school, I started Sannikayz Media Concept. The name of my company was later changed to Sannikayz Events which was registered in 2011. Sannykayz Events also hosts Sannykayz TV.

I expanded the business by adding Sannikayz Kitchen to it and we have been in operation since March 2014.

How does your System Engineering course help your restaurant business?    

Engineering has broadened my horizon. My ideas tend to be automated and my thinking goes wide.

We have a mobile department where we deliver food in and outside the University of Lagos. At a point we were supplying to Nigerian National Petroleum Corporation.

We have an automated kitchen from the restaurant to where our customers are. It is a system where you can just place order for food and in a few seconds it will get to our data base and we can process the order and make the food available in 30 minutes or 20 minutes depending on your location.

I am also designing a mobile robotic service; it is like a vending machine or food dispenser. The customer slots in his or her card and the food is delivered instantly. This idea came up through my engineering background.

How much did you start with?

In 2007, I started with Sannykayz Media. It was the year my brother graduated. My dad had bought me a small camera which I used in taking pictures of the event. Then I thought if I could handle a camera, I could also go into acting and movie production. I went for a wedding organised by my mom’s friend with the small camera my dad bought for me. I did a small coverage, edited with windows photo editor and at the end of the business; my mom’s friend gave me N1000. That was my first capital and it was very encouraging.

My dad was not too enthusiastic about the idea of my moving focus from academics and placing it on business. I worked hard to make excellent scores in my academics. I emerged one of the best students in my department. My performance in school impressed my dad a lot and I felt it was time to approach him for funding. He insisted I had to concentrate on my academics. So he did not give me the money.

I decided to generate the money on my own by selling off some of my things. I made N10,000 from the sales.   From the money, I made invoices and small banners. Then a friend gave me his shop space for free.

I started up with N10,000 and today, the brand is worth more than N1m.

What have you learnt so far from your sojourn in business?

One thing I have learnt as an entrepreneur is that you should be focused. One should not do too many things at the same time. I have learnt to focus on one thing and let it expand. I had to drop the TV network even though it generated 23,000 views because everything was too much for me to handle at a point.

What is your business focus at the moment?

Everything is about Sannykayz Kitchen right now. One thing with television production is that it is an expensive industry. You need money to buy equipment and other things. If I can raise some funds through Sannykayz Kitchen, I can go back to TV production.

How challenging is the business?

One challenging aspect of my business is connecting with clients. Some clients do not feel comfortable with a man handling their meals. They believe that women are better at that. But I have deliberately chosen men because the work tends to be faster.   We try to convince clients that we put a lot of creativity into what we do. We look neat and good and we are very hygiene conscious.

Another challenge is logistics, in terms of proximity. When we are cooking for a large number of people, we cannot use the restaurant in the University of Lagos. We cook from my house in Akute. The compound is very big and we can cook for 10,000 from there. We have proximity challenge as a result of the distance between the food and where our customers are based. Most of my clients live on the Island where the traffic situation can cause a whole lot of discomfort.

Do you keep an all-male employees?

No; we use females also but we have more guys because they are more patient.

What meals do you make?

We do the normal three course meals, appetizers, main course and deserts. We try to be as creative as possible.

Since you cater to the UNILAG populace as well, how do you structure your prices?

The prices for students are lower but the quality is paramount. When we cook for corporate organisations, we will go all out to enrich the food with shredded chicken, shrimps and sausage in the fried rice. But if we are cooking for students, we do not add all the expensive garnishing but like I said, we make sure the quality is good.

Have you ever borrowed money to run the business?

I have very good friends who share my dream. They have helped me a lot in the business. Also, my dad gives me money as well. Now that the project is successful, he has begun to see the potential. My father is my key source of finance these days.

Will you ever approach banks for loans?

No; what I am looking for now are investors. We are working on other projects. Our aim is to take the business to an international level and we will need a lot of funds. I prefer investors to banks.

Have you won awards for your entrepreneurial skill?

Yes; we have won many awards. When I was in my 200 level, I was nominated as the most influential 200 level student in the University of Lagos. In 2013, Student Historical Society of Nigeria gave the company an award for excellence. Last year I won the Under 30 Achievers Award as the Creative Man of the Year. The award is organised by Inspire Africa Network. In 2014, I was awarded the Best Entrepreneur at the All UNILAG Engineering Awards.

Do you have frustrating moments when you feel like giving up?

That has come up a couple of times, especially when some clients fail to fulfil their part of a contract by refusing to pay up their debts. Some realise I am young and they try to take advantage of me.

Do you sell on credit?

No; what we do is that when you hire us to organise your event, there is always an agreement that the client pays 70 per cent upfront and pays the balance when the work is done. But some clients would renege on this contract and instead of paying up, start giving excuses and telling stories when we have bills to pay.

Another frustrating thing is combining business with academics. There was a time my academics was suffering. I was worried about failing at both ends. But those moments have made me stronger. At the moment, I am inspiring many young people. A lot of parents also encourage their kids to join me. A lot of young men come to me to help them develop their businesses.

Costs have really gone up this period.

Are you pushing the additional cost to customers due to rise in costs?      

We are not doing that immediately. I know that most clients will not understand the additional cost. What we will do rather is to improve our customer service portfolio and build personal relationship with the clients. When there is a personal relationship, clients will be in a position to understand and even empathise with us. For now, we just have to bear the cost even though it will affect our profit margin.

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Nnamdi Okonji, 25, is the Managing Director, The Executives, an event management enterprise. In this interview with IFE ADEDAPO, he talks about his passion for the job

Tell us about yourself

I am a graduate of the University of Benin. I am from Delta State. I am into cocktail and food catering for events. I have also operated a drink supply business for 15 years. I started when I was in secondary school. Then, I was working with a friend of mine and later worked with my mum before I started managing my store.

Why do you prefer self-employment?

It gives me time and freedom to execute numerous tasks. It also allows me to have a flexible dressing instead of corporate dressing required in corporate organisations. I don’t like being confined to one place because it makes me feel lazy; I enjoy moving around while working.

How did you start the business?

I learnt the skill from a Skill Acquisition and Entrepreneurial Development programme in my National Youth Service Corp orientation camp. I served in Lagos; but the orientation programme was held in Oyo State. Then, it was not common to see people in the cocktail business. When I got back to Lagos after camp, I met the wife of the Lagos State Governor, Mrs. Abimbola Fashola, who is co-ordinating the SAED group in Lagos. I registered with her and I learnt how to make Chapman with small chops. I knew how to bake before so I upgraded my skills in baking.

Within a month of training, I was able to do about two jobs and I am proud to say that I did two jobs for the NYSC exhibition that was held in Lagos courtesy of Mrs. Fashola.

Where you not posted to your place of primary assignment?

I was posted but for the duration of the training, I was given a letter from her the governor’s wife through the NYSC. This also included other corps members who were involved in the skills acquisition. We were given some days off from work at our place of primary assignment to attend the training. I was signed out for the few days I was running the programme. I spent three months training for the cocktail and another three months for the small chops.

Why did you develop interest in food business?

I assessed the Nigerian market and I noticed that one thing that will keep thriving is the food business. The hairdressing business will also continue to flourish as long as we have more women than men always making their hair. Money will always be made from such ventures. As long as there are people who will continue to eat and drink, the food business will keep thriving. During my NYSC programme, there was an opportunity for training in fashion design but I noticed that I wasn’t the patient type that would stay in one place sewing; although there are a lot of men who are into fashion, I shunned the training programme.

I also felt that the making of drinks, snacks and confectionaries is very easy to learn. Making a cocktail will take a few minutes but the exotic ones can take some hours. I knew it would be a good business and I would not need to wait for a huge capital before starting.

How profitable is the business?

For a dispenser of cocktail, I make up to N10,000 as profit. In just two Saturdays, after deducting the cost of production, I still made about N40,000. December is the peak period of the job. And as long as there are people celebrating weddings, birthdays and other parties, it is an all season business that thrives irrespective of the weather.

What is your focus in business; is it profits or adding value?

Both profits and value are my objectives in business. Everyone goes into business for profit making. Meeting the needs of people in terms of quality cocktails is also my focus because most times, I get referrals from the job I have done and this excites me. People always encourage me to go into it on a large scale. It gives me joy when I mix a drink and people are truly satisfied with it.

Who is your mentor?

One of my mentors is my dad. People that know my dad will testify that he is very meticulous. If he gives me a thousand naira, I must account for every expense up to the last naira. To him, there is nothing like miscellaneous expenses because every expense must be defined. Overtime, he made me to understand that truly, if I can’t account for N1,000, then I can’t manage my finances. And the Bible says that he who cannot account for something small will not be able to account for something big. Therefore, whenever he reprimands me, I will think about all he has said and pick the useful message he is trying to pass across and forget his anger.

Another person I look up to is Alhaji Aliko Dangote, who is the richest man in African. I look up to him because of his numerous sources of income. It means a rich man is someone who has a thousand naira from many sources. I just think that really, if one can have a hairdressing salon, a canteen, a carwash, an event centre and gets N1,000 from each business, by the time the profits are calculated, it will be far more than what one will get from a single source.

How do you market yourself?

Right now, I don’t think I do much of marketing because I have stood the test of time. Everybody knows me around here. I run a wholesales drink store and I use that avenue to market the event planning business to others. I get calls all the time from people I don’t know and I render my services to them. I also get referrals from those whom I have worked for. Most times, after an event, I give out the excess cocktail to people for them to have a feel of what I do. From there, I get business leads.

What challenges are you encountering?

It is very difficult to convince people to believe in your competencies without them entertaining any doubt. Telling someone to patronise you when the person has never tasted your products before is a big challenge. People usually have doubts whenever I ask to offer my services at their functions. It only takes the grace of God to convince people to believe in you. What I do is to give them samples and they are surprised by the time they taste the products.

What advice do you have for aspiring entrepreneurs?

As an entrepreneur, the truth is that it is not easy to get the financial gain; they need to be patient and be persistent. Some are looking for huge financial returns in a short time which is difficult to achieve. Irrespective of the educational qualification, if they don’t believe in God, their efforts may be futile. They should not lose focus of what they aim to achieve.

How do you think unemployment can be tackled?

Everybody should be engaged in one thing or the other. I always tell people who work for me that it is little things that transform into huge financial benefits. There was a time I used the profits made from selling sachet water to buy a generator which I still use today.

One thing I am certain about is that no matter how little an enterprise is, when adequate efforts are put into it, it will succeed. Businesses that require skills are very lucrative. They should acquire one even those who have white collar jobs can get an alternative source of income.

No matter the business aspiration of entrepreneurs, they should acquire education, which is a pedestal for them to be at par with everybody even if it is just a minimum of Bachelor’s degree because it determines the quality of service they will deliver.

What are your future aspirations?

I still have plans of establishing a beauty salon because I also make hair. During one of the Academic Staff Union of University industrial actions while I was in school, I learnt how to make hair. That was in 2008. When I was tired of staying at home, I started training to be a hairdresser although my family did not like it at that time. I have a dream of having a business empire and everyday, I work towards it.

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The Chief Executive Officer of Indigo Events Services, Temitope Oluwajimi, 25, told COMFORT OSEGHALE why she went into event management after studying Computer Science

Why did you switch from Computer Science to events management?

I have always had a flair for event management. I enjoy social events that are properly planned. I had so much passion for it that I got professional training for event management and other complimentary services.

I only studied Computer Science because I couldn’t be admitted for Food Science at the Ibadan Polytechnic. However, when I started the course, I began to love it. Computer Science has also been of great help to me in my business because in school you learn how to build websites and use the social networks.

Although my website is not fully operational, I was able to build it on my own. Instead of paying people to do my hall decors in soft copy, I do it myself with the experience I got in school. I do some graphics in my work.

How long have you been an events manager?

I started formally two years ago but informally, I have been doing this since I was 18, even before I got admitted into the polytechnic. On campus, I also planned some social events. I was always on the lookout whenever I was at any social event on how I could make it better.

At 18, I had planned my aunt’s wedding. I had earlier successfully managed my father’s friend’s birthday party and my aunt was impressed. Although it was a small birthday party, because of the way I was able to manage it, it looked big. My family was so impressed that my aunt gave me her wedding to plan. I managed everything but not as professionally as I would do it now. I just did it with the little knowledge I had about it.

At what point did you decide that you wanted to pursue events management as a career?

This was during my industrial attachment in a bank. I wasn’t enjoying it. I am a very creative person; I don’t like being in a spot. My IT was meant to run for a year but I quit after four months and used the remainder to receive formal training in events management.

Before then, I had learnt about decoration and cakes but had no knowledge of events management professionally. During the training, I was able to understand the whole idea behind events management. I gained confidence to advertise myself and do it professionally.

So immediately I completed my HND, I went into events management full time and I can proudly say that all the money I spent on my training is paying off.

What makes your company different from others?

I am different in the sense that for me, it is not just about planning events; I also love to empower people. So I am into facilitation. I train people on events management. There are so many competitors and one way to be a good professional is to train people and mentor them.

Sometimes, I don’t have any event planned for the weekend but I am busy empowering people for free. There are lots of non-governmental organisations that organise forums where I train people on events management for free. There are also events management institutions who call me. I equally organise entrepreneurship programmes which is not restricted to events management.

Was it difficult marketing your company and getting clients?

Yes, it was. It is still a big challenge convincing clients that you are capable especially if it is your first official event. However, what helps are the small events you plan along the way. I have done a lot of free jobs and those I did them for recommened me because I did them with all my heart.

I am not a tall person; I am petite. When you communicate with clients via cell phone or email, they assume they are talking with a big person. When they get to meet me in person, they exclaim and ask if it is a small girl that would handle their event.

Even when they end up giving you that job to handle, they keep looking down on you throughout the event. Sometimes you are insulted while coordinating the distribution of food at events and people feel you have not done enough. At the end of the job, however, they appreciate you.

Is it a capital intensive business?

Yes, it is. I did not have the money and I had no support from anywhere. Although my father was willing to help he was not able at the time. I couldn’t even complete the payment for my training; it was that bad. I had to forego my certificate until I was able to make some money from a few events that I planned so I could pay up.

My funds started off with a friend’s wedding which I planned. Since I didn’t own any item that could be used for the hall decor, I told her to rent them but I assured her that I would still plan her wedding event. I had no idea that I would be paid.

After the wedding, my friend contacted me and said that her husband told her to give me some money for my effort. Meanwhile, at that same wedding, some of the guests who were impressed with my work had given me money. I saved up all the money and used it to get items I did not have and later began to rent out these items. The money I made from the rentals I used up for other things that would help expand my business.

You also make Ankara accessories. Do you incorporate that into hall décor?

Yes, I do; I mostly incorporate Ankara accessories into engagement ceremonies. I could use the Aso ebi for the ceremony to do this. I do this for my client’s shoes, hand -fans, purses and so on.

I am a creative person and like to do things with my hands. When there was no wedding or birthday party to handle and there was nobody calling for my services, I decided to use the spare time to learn how to make Ankara accessories. I admire the way Ghanaians are creative with their fabrics.

At first, I started off making Ankara accessories for people around me, then my church and later when I saw that people liked it, I started training people on how to do it too.

What lessons have you learnt as an entrepreneur?

Naturally, I am a reserved person and I don’t like being shouted at but when it comes to running a business, you will have instances when clients shout at you publicly. So I have learned to be patient. I have also learned to always be on my feet and be creative.

Humility is important for success. I have five employees; some are older than me but I have to learn to work with that in mind. However, they know that if something has to do with my clients, I don’t joke with it. If my client wants 200 packs of small chops, that is what they will get. I will not do anything less. I have learned to be faithful and my employees have been taught same.

Can you recall any particular embarrassing moment with a client?

Yes, I can. I had been slapped once by a client at an event I was handling. A guest was creating a scene that she had not been attended to, not knowing that I had already instructed one of the hostesses to attend to her. My client saw this and was upset. I was trying to explain that the situation was being taken care of when she slapped me.

On a good day, I would have broken down in tears but when it happened, I held myself together and moved on. I simply apologised to my client and went about my business. She later called me back and tried to settle things. That same client has been the person referring me to other people ever since.

Were you discouraged from being self-employed by family and friends?

Well, my father was supportive. Although he was happy about it, he didn’t want me to start so early. He wanted me to complete my masters degree first and then when he was through with his plans for me, I could start off. He changed his mind when he started getting comments from people about my work. He also saw the decorations I did for our church; he was really proud.

My friends on the other hand, initially discouraged me. They wondered how I would cope since I was a reserved person. They also asked me how I work for hours at a stretch since I was petite. Now, some come to me for advice on how to run their own businesses.

What advice would you give youths who want to be self-employed?

Don’t worry about making mistakes. Just focus on achieving your goals with patience and persistence. For those who want to go into event planning and are not flush with capital, always invest the money you make from the small jobs you handle, no matter how small it is.

Invest it in the business and use it to do something that will profit the business. You don’t need a huge amount of money before you go into event planning. Even if you don’t have the items for the décor, still go ahead and source for events. Your clients will pay for planning it even when you can’t provide everything.

What has been your greatest challenge?

The major challenge is finance. The competition out there is much especially when it comes to event décor and you cannot afford to cut corners. At the time I started, I didn’t have things like fabrics to use for decoration. Since I couldn’t afford to buy them from the little I was being paid, I had to rent instead. I later discovered that most of my money was going into rentals. With time though I was able to buy the things I needed from the little money I had saved.

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Twenty-seven-year old Donald Muo is a lawyer by training but a designer, an event planner and the publisher of La’crème magazine. The Chief Executive Officer of House of La’creme Nigeria spoke with PETER OKEUGO about his experience in publishing

How long have you been in business?

I have been in business for five years although I have been in the entertainment scene for eight years now. I have worked for different entertainment firms and media houses, as either a writer or an editor, but all they did was to use me and dump when they had got the best of me, without pay.

I decided to establish my own firm in 2010 with the little capital I had saved up from designing outfits for people. I registered it with the Corporate Affairs Commission and began the business full time. I started out as an event planner and a freelance writer in 2011. I produced the first runway annual fashion contest for aspiring models called the Face of La’creme Nigeria. We have had four successful editions since then.

Why did you decide to own a business instead of taking up a paid job in a law firm?

When I first declared my intention to own a business in 2010, I was still in the university, studying to become a lawyer. I decided to own my publication because I realised that I was passionate about publishing or anything that has to do with writing. I never wanted the dream to die; neither did I want to be among an endless list of graduates roaming the streets in Nigeria searching for jobs when I could create one myself. I had always wanted to contribute my own quota to the betterment of our dear country by creating an establishment that would employ others. We are achieving that now.

What is your business all about?

The House of La’creme Nigeria is an entertainment firm that majors in event planning, artiste management/branding, modelling agency, publishing, fashion designing and general wardrobe rebranding.

Why did you choose entertainment?

Nigerians love entertainment, irrespective of the tribe or ethnicity. Initially, I wanted to start a political publication, but that would have been for just a group of people. So I decided to do what would be beneficial to everyone. That was how the magazine section was born, with all the packages rolled into one. So far, we have been able to gain wide readership because Nigerians are becoming more fashion oriented.

Do you feel threatened by the competition from other magazines?

I do not feel threatened at all. Rather, I feel more confident because I believe we have different things to offer the public. A person may want to buy a fashion magazine because of the content, while another person may want to purchase a particular fashion magazine because of who is gracing the cover or because a particular cover’s caption tickles their fancy. Different things appeal to different people. They may be doing something different from ours that will appeal to a certain class of persons while I may be doing something entirely different that will also be appealling to others.

How did you start your publishing business?

I started small with what I had then. That was during my fourth year in the university. I had been saving up some cash from my feeding allowance and when I was given money to buy a new set of clothes for a semester, I would save the money and maintain the old ones I had. I made a list of what I wanted at that time and I drew a plan on how to get them.

Also, I sought professional advice. Before then, I was sketching designs for a few tailors around and getting paid. The major setback I encountered was combining my vision with my education. It was a tough one for me, but somehow I survived.

Another major setback was getting people to believe my dream. Nigerians never do that except they see something significant in such dream. My parents encouraged me as they gave me the necessary backing, but withdrew it when they saw I was taking fashion more seriously than my education. I secretly continued without letting my parents to know.

Do you own a printing press?

No, we don’t have our own printing press but we are working towards acquiring one.

What are some of the challenges you encounter in the business?

The ultimate challenge associated with running a publishing outfit in Nigeria is the unavailability of high resolution print machines called direct imaging. Although we have them in Nigeria, they are few and expensive. Transporting your work to be printed in a high resolution print machine somewhere far away from your business area means incurring an extra cost and that is not really good for my kind of business. At the end of the day, one will run at a loss after calculating the cost of production.

How do you monitor your business?

I have sales representatives in the cities where the magazine is distributed, and they report to me. Most of the time, I show up in those towns to check on the outlets and sales. The magazine is currently in eight major cities in Nigeria, including Lagos and Abuja.

Do you have a background in publishing or communication?

No, I don’t. I’m a graduate of law from the University of Calabar. My journey into publishing came as a result of my passion for it. People wondered why I wasted so many years studying law when I could have studied Mass Communication or any other related course. I always told them there was only one course of study in the university – law. I could not have studied anything other than that.

I love the law profession because my knowledge of the law has helped me in my line of business. I still intend to practice law in the near future. Law is a noble profession and there are certain trades that cannot go with it. But now, I’m walking the aisle of my dream.

I represent the fashion-forward class. So, I have to lead by example by following the trends in vogue. It might not be attainable as a law practitioner because I am expected to lead a discreet and private life and uphold morality. When I’m done with this phase of my life, I will move on to the next phase, which is full law practice.

Do you intend to do other courses in communication?

Yes, I do.

What are your success tips?

First, prayers; without God I am nothing; then determination, consistency, passion and patience. It takes high level of patience to work with a large number of people. I am always open to new ideas, constructive criticism and opinion from people.

Will you encourage other young people to join your line of business?

Yes, I will. But they have to understand that it is not a business for feeble minds. They must be passionate about it; and should not see profit as their main motivation.

Do you need any support from the government to succeed as an entrepreneur?

Yes, I do. Everybody who has been able to come up with a substantial idea should be supported financially by the government in order to create more self-employed university graduates. There are lots of entrepreneurs with beautiful ideas that could blow one’s mind, but their major challenge is startup capital. The government needs to show concern and offer support to young entrepreneurs.

Is the Nigerian business environment favourable to small businesses?

Yes, it is; but I think we still need a lot of exposure and orientation.

What is your advice to would-be entrepreneurs?

My advice to them is for them to seek God’s direction first, because without God; they are nothing. They should have the right vision and passion for whatever they plan to do, because a trade borne out of passion is more profitable than that born out of profession. Determination is also important in this regard.

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Ebunoluwa Momoh, 27, is the Chief Operating Officer of the Lady Fern’s Home, a home-made food delivery company based in Lagos. She speaks with TOBI AWORINDE on how she turned her love for cooking into a business

What is your educational background and how did you develop interest in domestic services?

I am a graduate of Psychology from Covenant University. I have always loved the concept of buying and selling from primary school. Back then, I would buy a cup of granulated sugar, repacked it into small plastic bags and sell to my family members at N2 each. My immediate elder brother still owes me N2 but I doubt if he remembers. I sold many things such as jewellery, lingerie and other fashion items when I was in the university. I went to Lagos Island for the first time in my life in my first year at the university to purchase jewellery to be sold. I also enjoy cooking, as long as it is strictly on my terms. I like to try out new ways in the kitchen. I remember I first started cooking major dishes at 13. I would spend my holidays in Abuja. I would visit Karu Market for local colourings for my jollof rice. The first time I tried out efo riro, nobody taught me. I just used my initiative and it turned out to be delicious. I made macaroni, efo riro, dodo (fried plantain) and put my mum’s stew by the side. I couldn’t eat my efo riro, but I served my mum and her friend who came home with her from office that day. I could hear them as they praised me for the vegetable soup. I love to feed people too. My colleagues during my National Youth Service Corps programme liked coming to my house because of my food. Basically, I’m in my element when in the market and when I’m cooking.

Why didn’t you go into what you studied in school?

I chose to study Psychology because I have always been passionate about the girl child and I felt that Psychology would help me in fulfilling that part of my desire to assist them to attain greatness in life. At different times, I have volunteered in charity-driven programmes. During my NYSC year, I was actively involved in the girl child’s education through a radio programme. I was also part of a facilitation exercise for schoolchildren in three secondary schools. It is still my passion and I am already working towards doing something in my community.

How did you establish the business?

I decided to turn my hobbies into a business. It started from providing free food and shopping for would-be customers. I would collect the exact amount I needed to cook or followed friends to the market. In other words, I was making no profit whatsoever at first. In fact, I was operating at a loss. Eventually, I was advised to turn it to a business since it’s something I’m good at.

What were some of the challenges you encountered while starting?

Building my clientele was pretty challenging, especially getting them to trust my judgment.

What do you consider a major problem of the business?

Some people don’t trust that it’s legitimate even though they need the service, especially because all my awareness has been virtual (via social media). So, they always ask for delivery before payment, which is rather too risky for me because I deal in perishables. So far, that’s the major challenge I’ve had.

How do you deal with this?

Without sounding unnecessarily spiritual, I deliver with faith and prayer because of the fear of being scammed. I also do a lot of talking to convince customers; people hardly believe pictures these days.

How do you deal with unsatisfied customers?

I apologise sincerely to the customer, whether I’m wrong or right. Also, I look for any way I can to salvage the situation.

What is a typical day like for you as an entrepreneur?

I can’t tell how my day will definitely be. I just pray for a successful day. There are times it’s so busy that I can barely breathe; there are times it’s dull. I actually have an 8-5 (8am to 5pm) job at the moment.

How do you manage costs of operation and manpower?

I just set my priorities right and I think in terms of profit and loss when spending money. I just took on someone to do my marketing for me and he is paid based on his performance; so, he determines how much he earns. I’m directly involved in other operations but I pay wages per day.

Who is your target market?

My target market is basically the working-class group. I can’t put a specific tag to that class because affordability is relative but I’m open to everyone

Do you consider it necessary to have mentors?

Yes, having an authority is important in anyone’s life whether you’re a business person, employed or unemployed.

Who then are your mentors?

I’m not your regular “follower” but there are people who inspire me. There are others I will run to any time and dare not disobey, not out of fear but out of the huge respect I have for them. So, if inspiration or respect is mentorship, then I have a long list. But I’m not a die-hard fan of anyone.

Do you think government is doing enough to encourage small businesses?

I don’t think so. My message to the youth is that government should never be an excuse for your failure.

But it’s not everyone that can actually run a business even if they desire it. Besides, if we are all employers, then who will be employed? Just do what works for you within the law.

In what ways do you think more young people can be motivated?

I’m a bit idealistic so my answer may not sit well with a lot of people. If you can’t motivate yourself, maybe hunger or shame will push you to do things to help yourself. And pray. These things push me sometimes when I want to give up.

What are the most significant lessons you have learnt as a young entrepreneur?

Tenacity has to be the most important lesson for me. My business would not be where it is today without my being tenacious.

What are your greatest achievements so far?

Ironically, it’s motivating, inspiring and educating those teenage girls during my NYSC days. You really should hear what a few girls have been through at that age. You should see the admiration in their eyes and the words some wounded girls have said even with my little knowledge then—if only I knew what I know now. It was a great time in my life—the radio programme and going to those schools to talk to the girls.

How do you balance work with your personal life?

It’s been very tough, to be sincere. I’ve been seen as uncaring, nonchalant and withdrawn by my family. They really don’t understand that after work, I’m tired and I want to just have some time to rest. They don’t understand that on weekends, if I’m not working outside the house, I’m working in my head and my room. They don’t understand that I don’t even have money to dish out. It’s really painful but I hope I can find a better way to make them understand.

What are your short-term and long-term goals for this enterprise?

It sounds like a cliché but I really hope to build an empire. Above all, I want to feed nations and I want to run a full foster home (for girls only) on my company’s goodwill. I’m working towards that as a long term goal.

Copyright PUNCH.
All rights reserved. This material, and other digital content on this website, may not be reproduced, published, broadcast, rewritten or redistributed in whole or in part without prior express written permission from PUNCH.

Contact: editor@punchng.com