Jacqueline Nwobu: I Am Proud Of The Changes We Have Sparked In The Wedding Industry
Jacqueline Nwobu is the CEO and Editor-in-Chief of Munaluchi Bride Magazine, the leading and nationally distributed wedding magazine and online wedding marketplace; which caters to multicultural couples and serves the $200 billion wedding and events industry. Since the launch of Munaluchi in 2010, Jacqueline has grown the brand into an industry leader with a robust multi-cultural marketplace and social media influence of over 600,000 followers worldwide. With a strong and focused vision to champion diversity, Jacqueline has successfully disrupted the industry to influence positive change and inclusiveness. Her TEDx talk on “Reshaping an Industry, One Like at a Time” has received rave reviews. Jacqueline obtained her B.S. degree in Medical Technology and has worked for major pharmaceutical and diagnostic companies, including Johnson and Johnson. The rapid success of her magazine has landed her interviews on NBC, ABC and WPIX NY. Jacqueline resides in New Jersey with her husband and three children. [bctt tweet=”Every action deemed as a “failure” by many, was instead an educational component for us” username=”SheLeadsAfrica”] Why choose to start a bridal magazine publication? I initially started out as a photographer shooting alongside my husband. In the first year that we began shooting weddings, we noticed a void in the wedding industry. Weddings, like the ones I was attending and shooting, were not being featured in mainstream magazines or blogs. From that point, it became my mission to launch the first nationally distributed wedding magazine, catering to women of color, and that was how Munaluchi Bride Magazine was born. I did a TEDxtalk in 2013 describing in more detail how we got started. Did you acquire any training to help run your business? My background is in Science, specifically Medical Technology. I worked as a QA Scientist at Johnson and Johnson, and then a Technical Specialist for a major Diagnostics Company, so publishing a magazine was not something I studied or had any training in. In fact, it took me 6 months to tell my proud Naija parents that I had quit my very well paying job, to launch a bridal magazine while we were in the middle of a recession in the United States. When my husband and I decided to launch the magazine, I taught myself InDesign and Photoshop via the awesome website Lynda.com. I used my newly acquired InDesign and Photoshop skills to layout the magazine and build our first website. Everything I learned in business was truly through trial and error – and a heavy dose of faith! Truthfully, Google was my BFF. There is nothing you can’t learn online. You just have to put in the work and be committed to it. Were there times you doubted your business decision? How did you snap out of it? Of course! Leaving a great career in the middle of a recession (with two children under the age of two, and pregnant with my 3rd) to launch a bridal magazine, when print was being considered “dead”, was not a seemingly logical decision. So there were times when I would wonder if my decision was the right one. Those thoughts, nevertheless, were very short lived because I had an extremely strong belief that what I was doing was necessary and important. I knew that it was going to be hard work, because nothing good comes easy. But I was faithful to God that this idea and blessing wasn’t given to Chike and I haphazardly. Moreover, it was given to us because He knew we could handle it. At the end of the day, there was no opportunity for failure, because every action deemed as a “failure” by many, was instead an educational component for us. It was an opportunity to learn from our mistakes and grow a stronger brand. Your co-founder is your husband; can you share three (3) points to note before starting a business with your spouse? 1. Ensure that the marriage is on a solid foundation The last thing you want to do is get started in business, without understanding the sacrifice that a solid marriage takes. If your marriage is suffering, a new business will not necessarily bring you together. On the other hand, a new business can cause strain in your marriage if you aren’t discussing openly the number one thing that causes the strain, money. Have the “money talk” regularly and openly with your spouse. 2. Understand your strengths If you want to succeed as a team, you’ll need to recognize what your strong points are, and those of your spouse. Make sure your roles are defined and you both have an understanding of who’s responsible for what. You both will be wearing many hats when starting out, so you’ll need to know what those hats are, to avoid conflicts along the way. I’m involved in the Editorial, Marketing, Content creation and visualization; while Chike focuses on Partnerships, Advertising and large-scale growth. It works out beautifully because we aren’t blocking each other’s lanes. 3. Have respect for your spouse and a little time for fun When you run a business with your spouse, you never stop working. It goes from the office, back to your home and the business becomes front and center. Remember to respect one another at work and try to keep your personal life at home. Take some time out bonding time. This is where you do something that doesn’t involve the business, or where work isn’t allowed. For Chike and I, we love to stay home and watch movies. It’s simple, but it works for us and gets us away from talking about work, even if it’s only for a few hours. [bctt tweet=”Have the “money talk” regularly and openly with your spouse.” username=”SheLeadsAfrica”] What has been your proudest moment so far? Wow. I can’t say there is a “proudest moment” because I am genuinely proud of what Chike and I have built. Every.single.day! I am proud of how far we have come. I am proud of the changes we have
How to build a team for your business
A lot of things compete for an entrepreneur’s time, especially during the early stage of business. Therefore, it is important to make sure that you have an ‘A- team’ working in your business. As such, as an entrepreneur knowing how to build a team for your business is of the utmost importance. Building a business with the wrong set of people can cause major setbacks for the business. You need to ensure that you select members of your team carefully; be thorough with the hiring process. Here are tips to guide entrepreneurs through the process of how to build a team for your business. Have a strategic vision for your business Have clear objectives on why you need a team and what you expect from each member of the team. This gives you a clear idea of what to look out for when building a team. Startups are hardly ever the first choice for job applicants The pay and job security in startups is low compared to corporate institutions, this further narrows down the talent pool available for small businesses to hire from. Locate communities (online and offline) where potential members of your team hang out; social media, networking events or your personal network. This can help you easily find people with a passion for what you do, such people can be easily trained to get the job done. Clearly communicate your vision to team members Get them to buy into it. This draws commitment and builds passion in them to drive the vision. The aim should always be to build a single unit Each individual on the team should be dedicated to not only accomplishing their own tasks but that of their team mates. Team members should be able to wear multiple hats and adapt to the ever dynamic nature of startups. Introduce them to online tools for better organization and efficient communication internally and externally. Team members should go beyond people on your payroll Build your team to include people that provide you with support – advisory, investment, emotional (family and friends), vendors and a customer network. Put together trainings and team bonding sessions Create a work environment that rewards creativity and nurtures resourcefulness. Do a thorough background check On social media as well as google. This gives you an insight on what kind of team player they will be. It lets you in on what their views on life might be, as well as their character and moral conduct. Take this seriously as character/attitude is an important factor to consider when hiring as a startup. Show optimism The kind of positive energy members of your team can draw from. Be an exemplary leader In character and excellence. Trust your instincts If you don’t feel good about hiring a particular person on your team, don’t! If a candidate has all it takes for the role, but you feel off about him or her, let the person go. You always have to be on the same page with members of your team. Do you have any tips on how to build an A- Team? Let us know here.
Increasing your target audience
Although there are countless ways of achieving business success, I will focus on one specific element. The process of increasing your target audience. This process requires regular and continuous management and review. Here are a few guidelines to grow your target audience as an organisation: Studying- as a foundation for increasing your target audience Knowledge of the current audience is essential as it will serve as a starting point for where you intend to be. The success of growing your target audience will be determined by your knowledge of the current audience. I like the way Peter Drucker put it by saying “what gets measured, gets managed”. Once you know, in terms of the services or products you provide, which one most people are interested in, and which one resonates the least with people, you will be able to set a clear target market strategy. It is important to find out why your audience does or does not have a specific preference. Build relationships not clients On the basis of what is known about the current audience, the focus must be on building relationships rather than clients. Establishing a meaningful relationship with the current audience will build their trust. It will be of great benefit to you to if once in a while you have a small chat, to review. This can be achieved by follow-up informal interviews . It is import to be able to show that you are not only concerned about what you receive from them, but also the quality you give to them. Be SMART in order to achieve results The difference between people who say something and the one’s who actually DO IT is one word, “action”. SMART (specific, measurable, achievable, and realistic and time bound) goals are essential in increasing your target audience. Position yourself for the intended targeted audience Look at what you are contributing now and ask yourself what will be needed, in order to achieve the intended target audience numbers? Like Serena Williams, you need to position yourself during the’ game’, in order to ensure that the intended target is achieved. Summary, By taking the above steps, you will be able to assess where you stand with your current target audience and which direction you ought to take. Do you have any tips on how to growing a target audience? Let us know here.
Mmabatho Mokgadi: I want to see Colorsofthearth among the list of top tea brands across Africa
Mmabatho Mokgadi from Soweto, Johannesburg, South Africa, Is the founder of Colorsofthearth. An organic loose leaf tea company specializing in herbal and fruit blends. Currently she is also a full- time student at the University of South Africa, completing her second year towards a Bachelor of Arts degree in Human Science and Social Services. Mmabatho loves yoga and is passionate about tea, particularly the medicinal components of herbal plants. When she is not reading on community psychology and the functioning of public services in South Africa, she is running her business from home. [bctt tweet=”I have a good support system from friends and family who encourage me” username=”SheLeadsAfrica”] Who is Mmabatho? I am the founder and tea tailor of Colorsofthearth. Currently I’m studying full-time at the University of South Africa, doing my second year towards a Bachelor of Arts degree in Human Science and Social Services. I’m passionate about tea, particularly the medicinal components of herbal plants. My current read is on Prof Maurice M. Iwu’s “handbook of African medicinal plants”. I enjoy yoga, great food and I’m always up for an adventure. What is Colorsofthearth? Colorsofthearth is an organic loose leaf tea company, with teas sourced locally and internationally. I specialise in handcrafted fruit tea blends (using spices, herbs and dried fruits) and herbal tea. How did you find a gap in the market for your business? When I established Colorsofthearth in 2015, all I knew was that I loved tea. As a result I had lost weight drinking yerba mate, white tea and green tea and my skin was looking healthier. I wanted to share this insight with people. I have extensive knowledge of the product because I used to work for one of South Africa’s leading tea franchises, The Tea Merchant. During this time I grew to learn that tea repairs and builds from the inside out. Even after I left The Tea Merchant the love for the tradition of tea continued. Soon I began making my own blends, playing around with herbs and dried fruits. When friends came over I would serve them the tea I made and they liked it a lot. A close friend of mine encouraged me to start my own business, saying that I’m “the tea person” because there’s nothing I didn’t know about tea. The tea industry is growing rapidly and I want to see Colorsofthearth among the list of top tea brands across Africa. How has the market responded to Colorsofthearth? In February 2017 I took Colorsofthearth to the South African Broadcasting Company canteen and the response was positive, there was a lot of interest and support. I have also exhibited at Market Esque in Soweto, but this crowd was different because most people were not interested in tea. I’m aware that people still have a certain stereotype about tea, which is: it is boring and should be consumed only if you are sick. But, I can say though that the response has been more positive than it has been negative and there is ample room for improvement and growth. What are three key business lessons you have learnt since running Colorsofthearth? Persistence How to manage finances The importance of market research. How do you balance your studies and running Colorsofthearth? I write out weekly and daily schedules which help me distribute time evenly. Although at times I give more attention to school work when I have assignments due or i’m preparing for exams. In addition to that, I use resources on SLA’s website regarding balancing studies and running a business. Overall I have a good support system from friends and family who encourage me and keep up to date with my progress. What are two challenges you have faced and overcome as Colorsofthearth? In 2016 I lost all hope and drive to keep Colorsofthearth running after my contract ended as a sales assistant at a kids clothing store. This happened a few months after I established Colorsofthearth. I could not afford the apartment I was staying in and had to move back home. The move did not make it easy. I was back home, no call backs for interviews and a failing business. It was challenging financially to keep Colorsofthearth running. But, In January of 2017 I decided to step out of my “hopelessness” mode and took it upon myself to finish the things I had started. Firstly, complete my undergraduate; I registered with UNISA and applied for funding, which was approved. I remember the excitement that came with the prospect of finally getting my degree! Secondly, I needed to pick my business up again. I had to go back to the drawing board and determine why I registered my business in the first place. I soon realised it was because of my passion for tea and the desire to create and provide a product that is healthy, sourced locally and refreshing. Communities like She Leads Africa helped me gain my self confidence and purpose again. [bctt tweet=”Feel the fear and do it anyway”, a mantra I live by daily. It’s also the title of Susan Jeffers’ book” username=”SheLeadsAfrica”] What keeps you inspired to run your business each day? My mother, my vision board and prayer. What is your three year growth plan for Colorsofthearth? My plan in the next three years is to supply hotels, restaurants and delis around Johannesburg and across South Africa. Either employ one person or find a partner that I can work with in running the business. Have an iced tea range. Build an online store with worldwide shipping. Travel and form relationships with tea plantation farmers in Africa: Kericho Kenya, Satemwa Malawi and Tanzania. In one sentence, how will you like to be remembered? A holistic wellness brand. Instagram: @colorsofthearth Facebook: colorsofthearth Twitter: @colorsofthearth Are you in the tea business or aspire to be? Let us know more about you and your story here.
Oluwaseyi Bank-Oni: Digital Marketing Is Taking Over Rapidly
[bctt tweet=”Everyone can afford to take advantage of digital marketing services.- Oluwaseyi Bank-Oni” username=”SheLeadsAfrica”] Oluwaseyi Bank-Oni is currently the Senior Account Manager at Nigeria’s foremost digital marketing agency, Webcoupers. She has successfully worked with several brands and has helped them achieve digital footprints on the web. In this interview, Oluwaseyi gives us exclusive insights into why small business owners need to incorporate digital marketing services into their sales strategy. Tell us a bit about yourself & your background I’m a 25 year old branding powerhouse! A slightly eccentric creative genius, obsessed with the color pink and a Nigerian woman on the rise. I spent my childhood and high school years in Nigeria after which I moved to the States for the first half of my undergrad. I then moved to Canada where I completed my Bachelor’s degree in Economics as well as a certification in Business Analysis. Followed by a few years of work in the financial sector. Eventually I became quite jaded, packed my bags, and moved to France last year to attend Business School where I received my MBA with a specialization in Marketing & Brand Management. I just relocated to Nigeria a few months ago, and I am currently the Senior Account Manager at Nigeria’s foremost digital marketing agency, Webcoupers. Why did you decide to come back to Nigeria? I never wanted to leave in the first place! Nigeria has been experiencing a brain drain for a while now but all we do is complain. Those abroad refuse to return while those on the ground want to flee! So who is left? A lot of people don’t see the digital landscape in Africa as viable and I knew I had to play a role in changing that narrative in my own little way. You are either a part of the problem or a part of the solution. I decided it was time to become a part of the solution. That being said, having 24/7 access to pounded yam may or may not have played a role in my decision. Having worked on several marketing campaigns for major brands, what would you say to those who are yet to optimize digital marketing to grow their businesses? It’s 2017 and there is a 99.99% chance that your target market is online, what are you doing? From personal experience, I find a lot of key decision makers in Nigerian businesses are not as open minded as they would like to think. They would rather play it safe and splurge on traditional modes of advertising which don’t even produce trackable results, while neglecting the digital side. That’s not to downplay the importance of non-digital mediums but can you tell me how many people viewed a particular physical billboard yesterday? Probably not. But I can tell you how many people viewed an online ad banner, clicked on it and made a purchase after seeing it! That’s the power of digital. Businesses are literally stagnating their growth by refusing to key into digital marketing vehicles. [bctt tweet=”Digital Marketing is scalable to fit any budget. – Oluwaseyi Bank-Oni” username=”SheLeadsAfrica”] What are the various aspects of digital marketing services that small business owners can leverage on? The wonderful thing about digital marketing is that it is scalable to fit any budget. From the frugal university student selling jewelry on the side to earn extra income, to the massive multinational firm spending the big bucks to drive sales, everyone can afford to take advantage of digital marketing services. Social media Without getting too technical, I’ll discuss a few simple ways SMEs can utilize digital marketing to drive sales. It goes without saying that establishing a social media presence and providing engaging content is imperative. Word of mouth We all know of “Word of Mouth”, but what needs to be leveraged is “Word of Mouse”. This is essentially free advertising by connecting with and building a network of brand loyalists who will help spread the word about their products or services online. With over 70 million Nigerians using the internet, the click of a mouse on social media can get you in front of your target consumer faster than any mouth can. Targeted ad’s Another way is by running targeted ads on social media platforms. You don’t need a big budget or a formal education to get these up and running. Most social media platforms offer a lot of free learning resources to assist you in getting your campaigns up and running. Easy-to-use tools like canva can aid you on your creative journey where you can design colorful engaging ads to appeal to prospective clients. SEO Ensure your website is SEO optimized. SEO stands for Search Engine Optimization, and what that means is you want to boost the visibility of your brand when words relating to it (keywords) are searched for. There’s a popular saying that the best place to hide a dead body is the 2nd page of Google. Seriously, no one checks there. It is estimated that 75% of users never scroll past first page results; The first page is where all the action is and this is where your business needs to be. This does not happen overnight and takes a bit of dedication. But, by using relevant keywords, consistently churning out pertinent content and also having links to your website shared on other sites, small businesses can boost their SEO ranking to drive traffic and sales. If you’re not too keen on trying these out yourself, enlist the services of a digital agency and get on it fast! Some people think digital marketing is expensive. What is the average amount that a small business owner needs to run a digital marketing campaign? There are so many myths surrounding digital marketing. I frequently ponder on where they emanate from. There is no “average” amount as strategies and requirements vary from business to business and campaign to campaign. For example, you can run online ads for various types of campaigns for less
Want to be a kick-ass entrepreneur? You must first become an employee
[bctt tweet=”Not everybody can become a successful entrepreneur without undergoing some level of training” username=”SheLeadsAfrica”] Early this year, I had a conversation with a colleague, and we both agreed that the ultimate goal of most millennials was to be their own boss. According to a survey that was conducted by America’s Small Business Development Centres, over 61% of millennials believe the best job security comes from owning your own business. In my opinion, this is a welcome development. More entrepreneurs mean more job creation which in turn leads to an even distribution of wealth, hence reducing the household to poverty ratio. Having said that, it must be stated that not everybody can become a successful entrepreneur without undergoing some level of training whether as an employee or receiving formal (or semi-formal) education. It is quite impossible for you to suddenly acquire the skill set required to become a successful entrepreneur without learning from someone. Presently, there is an ongoing, albeit subtle, disparagement of people working as employees. The condescension is astonishing, you wouldn’t believe it. Employees are now seen as sell-outs; people with little or no ambition. In their haste to put down employees, most people forget that the most successful entrepreneurs in the world were once employees. And the reason for their success can be partly attributed to the skills they acquired while working under someone. [bctt tweet=”Most people forget that the most successful entrepreneurs in the world were once employees” via=”no”] I came across this quote by President Donald Trump which I think is very apt for this post, “Watch, listen, and learn. You can’t know it all yourself. Anyone who thinks they do is destined for mediocrity”. In the same vein, you can only be a great leader by being a follower. Working as an employee can provide you with tools that you need to start-up your own company. Network Business contacts and networks don’t magically land in your laps. You have to make a conscious effort to put yourself out there. By working as an employee, you are able to access the pool of professionals and resources you will need in the future. Never underestimate the power that comes from knowing people and having connections that will act as your referral sources when you do start your business. Experience This cannot be over-emphasized. One of the key reasons why most start-ups fail is because the entrepreneurs didn’t have the necessary experience or knowledge about the sector. A friend who wanted to start a clothing line had no idea what such venture would entail. Her solution was employing someone who had experience. The danger with this is that you are essentially running a business where you know nothing, thus leaving yourself open to failure. Confidence and clear communicator When you learn a skill and have mastered it (by doing it over and over again as an employee), there is a confidence that comes with the knowledge that you are a pro in that particular area. For instance, working as a sales personnel in a manufacturing company. As a sales personnel, you had to learn how to sell a product. By doing this over a period of time, you become very good at it. When you eventually start your own product line, you are already a master of sales and this brings a certain level of confidence. As an employee, you had to learn the art of good communication, what good communication looks and sounds like. Being able to communicate effectively makes a major difference, and this is a skill you will need when you start employing people. Learning the art of budgeting Truthfully, you don’t need to be an employee to learn how to budget your expenses. However, as an employee, you may have noticed that in order for a company to run effectively, funds have to be allocated for various activities. You learn how to achieve more with less, and how to organise and think creatively. This is important because not all startups have huge capital to invest. You will need to do the important stuff with the little you have. Avoid mistakes There is nothing as beautiful as learning from the mistakes of others, especially for entrepreneurs. So, as an employee, you would have noticed the flaws and the loopholes in the business. This will serve as a guide such that when you start your own company, these flaws and loopholes will be avoided. So, these are the reasons why I believe that one of the best things an aspiring entrepreneur should do before starting up his/her company is to first work for other people.
How to build a profitable creative business
[bctt tweet=”@ChristineArhu shares six tips she used to grow her creative business after a string of failed businesses” via=”no”] Congratulations! You’ve decided to take the leap to become your own boss and entrepreneur! But wait, what exactly is it you want to do? I’m guilty of not knowing what I wanted to do with my life. In college, I took liberal arts as I just kept changing my major. After college, I became a mother and therefore stayed home with the kids. This really frustrated me a lot because I was used to working and depending on myself. So I decided to start a jewelry business. That business failed as I wasn’t making any profit and I had no clue how to use social media to my advantage. So I started a VA company and that didn’t work out either! I then decided to get a real estate license and after failing the exam twice, I gave up (you see the pattern here…). I was still confused as to what I wanted to do in my life. With all the failed businesses I started, I felt like such a failure! However, I kept asking myself why I couldn’t start and have a successful business. Why do I keep failing at all the businesses I start? What do I need (besides capital) to start and maintain a successful business? Then it hit me, I was basically trying to start businesses that I had zero interest in and I was doing it for the sole purpose of making a profit. I had no purpose and zero passion. Yes making money is important, but you need to be passionate about the business you are doing. Realizing this, I sat down and really discovered what I was good at. And that was graphic and web design. So I began my journey as a Brand Designer and I haven’t looked back since. So how do you create a profitable creative business? Let’s dive in…. 1. Write your personal mission statement The reason I say to write your personal mission statement first is that you have to know why you want to be a creative entrepreneur in the first place. By doing this, it will make it easier for you to narrow down your niche and clearly define your brand. If you haven’t figured out what you want to do, write down a list of your strengths and weaknesses. Next, write down what other people ask you for help with or what they say you are good at. Then look at the two lists and see which characteristics coincide and bam you’ve found your business! Download my free personal mission statement worksheet. [bctt tweet=”You have to know why you want to be a creative entrepreneur in the first place” username=”SheLeadsAfrica”] 2. Find out who your target market or niche is It’s important to know who you are trying to attract as potential clients. Why? Because being unclear as to what your services are will bring in clients and projects that you’ll hate! When I was first starting out as social media and business coach, I took projects for the sole purpose of earning an income and ended up hating the projects! After really looking into strengths and weaknesses I was then able to narrow down my niche. Having a niche helps cut down the guess work in your services. When you are first starting out as a creative business, you will want to offer all kinds of services under the sun! By choosing a niche, you create a clear path as to where and how you want your business to grow. 3. Write your goals Writing down your goals is like writing down a road map for your business. Honestly, I prefer to write down my business goals rather than creating a business plan because once I finish writing the business plan, I file it and forget about it. With goals, I can divide them into two major parts; long term, and short term. From there I then write down my yearly, monthly and weekly goals. I constantly refer to my business goals worksheet just so I know I’m keeping track of things and know where I stand in my business. Don’t make your goals complicated either. Be realistic with your goals and think of them mini business plans. Write down everything from business expenses to your projected income. [bctt tweet=”I prefer to write down my business goals rather than creating a business plan – @ChristineArhu” username=”SheLeadsAfrica”] 4. Create, create, create What do I mean by “create”? Create products, services or packages that will earn you an income. That’s the whole point you started your creative business right?! Some ideas of products are e-books, webinars, email series, and e-courses. These are known as passive income streams for they continuously make you money even while you sleep. Services can include web design, social media management and graphic design, photography and coaching. These services are pretty self-explanatory. Wherever your strong suit lies is what you should focus on to get clients Packages are a form of services you would offer to your clients like different coaching services with different prices. These are on terms such as monthly, every 3 months, 6 months or intensives/retreats that you could do twice a year. 5. Blog Blogging is crucial for your creative business because it helps you get clients and create a following to which is very beneficial to your business. Blogging is not easy but if you put the effort and consistency it will pay off. When I started blogging, I was not consistent at all because first I hadn’t chosen a niche and I had no editorial calendar. After I was able to narrow down my niche, I then was more consistent with blogging. Knowing who you serve helps you create and research content for your blog so as to create a following and attract clients. It’s crucial to remember to engage your readers by replying back to
Nkechi Adimora: 5 things that kept my business running during the recession
Nkechi Adimora is the CEO of Ozi Express, a logistics business she started with her husband a little over a year ago. This startup is focused on local delivery of food, parcels, and errands within the city of Abuja, Nigeria. Prior to this, Nkechi has run businesses ranging from retailing authentic human hair, a mobile clothes and accessories boutique, and a food vending stall. Although Nkechi’s educational background in International Relations and Development gained from Sussex University and School of Oriental and African Studies (SOAS) London seems a little different from her savvy and quest for business, she has successfully integrated these skills to ensure she runs her logistics business with class and excellence. The young CEO shares with us some key things to note while keeping your startup running during the recession. [bctt tweet=”I adopt the ‘customer is always right principle’ because my main goal is not money” via=”no”] My employees Let us be honest while it is somewhat fulfilling to become an employer of labor, it is getting increasingly difficult to find good employees. Somehow it seems like everybody wants to earn money but nobody wants to work. My employees are not the best but they all have one thing in common -they are very hardworking. The business needed a lot more effort to keep customers which meant that we had no room to mock about especially since we now have an almost saturated market for delivery business. But they wake up every day and self-motivate themselves to work – and this helped us through the recession. [bctt tweet=”My employees self-motivate themselves to work – this helped us through the recession” via=”no”] Loyal Customers I began the business handling the customer relations myself – this meant that despite my regular day job, I spend an enormous amount of personal and family time responding to customers and ensuring that they were satisfied with the service I am providing. Now I love speaking to customers – and sadly I feel that nobody can handle my customers like I do. This is because I can instantaneously take decisions in order to ensure customer satisfaction such as offer discounts, deal with complaints immediately and appease customers whenever my employees have delayed a delivery/errand. I also always adopt the good old ”customer is always right principle” because my main goal is not the money but rather to keep them coming back to me. I had years of customer service related training and work experience right from when I was in University – from being an International Student Ambassador to call centre jobs in corporate companies where I sharpened my Customer Service Relations (CSR) skills to the core. Accounting Now, this is one area where I am still not an expert in but I realize you do not need to be an expert to do simple numbers. I am very strict with monitoring the accounts (which I do myself). I keep a simple spreadsheet which helps me track my daily income and expenditure. And this year when the recession really hit, I administered cost-saving strategies so as to keep our costs as low as possible in order to maximise profits. Pricing When I initially started I offered very low prices for even far distances. In the new year, we announced a price increase to our customers which was between 100 – 200 naira. Unbelievably, we lost a lot of customers even though the majority of them understood the reasons for our decision. But of course when you lose some you gain new ones and this was our case. We had to ensure the price was right so that we do not end up running a charity business. Supporting Small Businesses Every small business or start-up in Nigeria already understands that the environment is very unfriendly to our business. With this in mind, I consider small businesses when I want to offer discounts to my loyal customers. It’s simple. If food company A has a product for 5 naira and my delivery cost is normally 5 naira, it does not make sense to me to charge him or her 5 naira for delivery. In such cases, I am usually willing to charge 2 naira for delivery. In my opinion, I am also contributing to support small businesses to achieve their dreams. A lot of my customers now are startups/small businesses who have negotiated affordable prices for delivery that they feel their customers will be happy to pay (although not in all cases). Generally, in business, people only think of how much they can make out of it. While this is not in itself a bad thing, I think that money should be the second thought – crazy as this sounds. The first thought could be passion, filling a gap or meeting a need…then comes the money. Ozi Express is on Instagram as we continue to leverage on innovative ways to support businesses and grow our clientele.
6 digital marketing myths you need to stop believing
[bctt tweet=”Conduct your research and prepare a digital strategy that works for your business” username=”SheLeadsAfrica”] Digital marketing used to be a thing of luxury but now it’s a complete necessity in order for brands to stand out. There are some myths surrounding digital marketing that could be holding back most entrepreneurs from maximizing output and engagement online. Some of the myths were once true but need to be revisited once again and some were just not true, to begin with. Here are a few: Myth #1: “My business must be on every social platform” Social media has become a very important tool for many businesses but that doesn’t mean you should be on every platform. For instance companies with technical service offering would succeed best on LinkedIn, Twitter, YouTube and Facebook rather than Pinterest and Instagram while fashion related business would do well on Instagram and Pinterest. It can be time wasting to update all social media accounts with fresh, relevant and regular content so it’s better to focus on 2-3 platforms that will give you results than keep track of many platforms which won’t provide results and your target audience isn’t necessarily there. Use this guide to find out which social media platform is best for your business. Myth #2: ”It’s all about followers” There are a lot of goals and metrics that you can establish when creating your digital strategy like page views, followers, likes, comments. They are great but such can be misleading. Go a little bit deeper than that, look at the time spent on your website, abandoned cart (if you have an e-commerce site) and more importantly conversion rates. How many of those who view, comment or like on your social media become paying customers? [bctt tweet=”Goals and metrics are great but such can be misleading” username=”SheLeadsAfrica”] Myth #3: “Boring industries can’t benefit from digital marketing” Rest be assured that whatever industry your business is in, your targeted customers are bound to be online somewhere. Don’t be fooled into thinking that your product or service isn’t too exciting or glamorous for you to profit from social media. It’s a matter of finding the right people to offer your product or services. “You’re only boring to those who aren’t in your target market.” – Harry Gardiner Additionally, stay ahead of the curve if your competition isn’t online yet. It is better to capitalize on their mistake and gain the first mover advantage to capture a new segment of customers. Myth #4: “Online negative comments are bad for my business” Of course, it is emotionally hard to see bad comments on something you have worked so hard to build but use this to your advantage. While some resort to hiding comments, blocking users etc. responding well and timely to legitimate concerns will do you a world of good in creating a virtuous reputation for your company. Motherland Mogul tip: There is no point in responding to insults and baseless comments. If you follow the tip on responding above, you will create brand loyalists (“your tribe”) who will defend your brand to the so called “keyboard warriors” who just want to destroy you. Besides, recently Instagram just like Facebook has rolled out a new feature which blocks offensive language. This feature is currently only available in English but more languages will be added later on. [bctt tweet=”Whatever industry your business is in, your targeted customers are bound to be online” via=”no”] Myth #5: “It’s all about tech” Do not make a mistake of thinking traditional marketing is now a thing of a past. Yes, technology is key in digital marketing but it will be wise to merge it with your existing traditional marketing practices like TV and radio commercials, newspaper, networking etc. into one so that you have a lasting impact and become more apparent. The Internet is unpredictable and with the influx of many updates per seconds, minutes or hour, you are better off maintaining a balance between the old marketing approach and digital marketing. Motherland Mogul tip: If you run a digital marketing campaign only you run a risk of being swallowed up by the Internet. Myth #6: “Why blog when I have a social media?” You probably should be writing content because chances are your target audience may be searching for it online when they are looking for tips, how to guides, product recommendations etc. The importance of having a blog cannot be understated as when on social media, you are on someone else’s turf and on their terms. With a blog, you’re on your territory and you make the rules. You can write as much as you want about anything. People come to check you out and here is where you build your position as an expert. There are a lot of myths out there but these ones are the ones I meet the most and are quite misleading. Don’t let any of them hold you back from fully benefiting from the digital world. Conduct your research and prepare a digital strategy that works for your business. Are you familiar with any other digital marketing myths that may have been left out on this list?
Abiola Seriki: Running a business isn’t as juicy as it seems
[bctt tweet=”It was all fun and games in the beginning as it didn’t take so much time to learn ” username=”SheLeadsAfrica”] My foray into the world of crafts began shortly in 2014 after my final year examination as an undergraduate. Throughout my time in school, I had attended several conferences focused on entrepreneurship and also participated in some business-related programs. My mind had thoroughly consumed an understanding that owning a business was the future. As a young woman preparing for her media career in showcasing African businesses, I believed I had to understand how to either own or work in one. Initially, I wanted to learn how to sew, but I decided to go into bead making because there were very few people in the business. It was all fun and games in the beginning as it didn’t take so much time to learn. As a matter of fact, it was my only means of survival during my one year stay in Nigeria’s Jos, Nigeria for the mandatory National Youth Service Corps (NYSC) programme. However, I soon learned that small businesses required more than “fun and games.” Running a small business requires more than time and concentration. Especially in a creative industry, it requires value, consistency, and direction. I had to learn it the hard way. Clients had various options to select. As a small business owner, I needed to find out how to convince a customer to choose my services over another. Having lived in Lagos and Ibadan, Jos was a whole new town for me. I didn’t know anyone apart from the ‘NYSC family’ and the few people at the company I was serving at. Running my business went beyond familiarity and excellent communication. It had more to do with my positioning, people’s perception of my brand and my ability to stay true to my core values. [bctt tweet=”To run a small business is not as juicy as it seems- Abiola Seriki” username=”SheLeadsAfrica”] At the initial stage, some of the key strategies I discovered and infused into my business included: Product differentiation I had to learn how to make other kinds of bead designs that weren’t in vogue. There were several bead designs that every regular bead maker or buyer was used to. The idea was to make people want something different. Thus, I decided to create casual designs rather than those for bigger occasions, such as weddings. At first, it was quite challenging to convince people to wear handmade beaded accessories on a casual outfit, but after a few marketing opportunities, I soon started building a small fan base. Pricing In Jos, I didn’t have an understanding of how the market worked, but there was one thing I knew; quality didn’t come cheap. Using valuable tools to create an accessory meant investing in a lot of money yet I needed to make something that regular NYSC members could afford as well. I focused on buying just one type of bead in bulk so that I could design as many styles as I wanted and sell them for a lesser price. However, I still placed a higher value on quality than quantity. Audience segmentation I created products that were meant for a select audience- millennials. A majority of bead designs I saw at the time I started bead making was crafted for the older audience. Except for brides, a majority of women wearing beaded styles were older women in their 40s. I decided to craft my designs to suit younger ladies. A few weeks later, I launched a line for bracelets to cater for the ladies who aren’t really into wearing beaded necklaces. Word of mouth marketing I also had a lot of talking to do at the beginning. There were times when I had to go talk to someone and convince them to buy my product even if they didn’t want it. I remember being shunned off at some occasions. However, although quite an introvert, I am talkative. So it was quite easy to incorporate word of mouth marketing into selling. My target then was men. It was easy to get them to buy for their significant other. Digital marketing As an undergraduate, I had a part-time work as a social media marketer for brands. Thus, with my knowledge of social media marketing, I was able to find audiences that were far away from me. I used my private Twitter account as my major store until I recently opened an Instagram store. I had to incorporate delivery services at a point when orders came from places farther than where I was. At the moment, my major sales and marketing channel is online. I have no physical store. I am currently rebranding my digital marketing strategy to fit into my creative direction. Case studies I blog about small businesses and startups. Over the past two years, I have been able to understand how some of these firms operate. I realized that I couldn’t possibly be sharing all these success stories and not be able to build a successful business as well. So sometimes, I take the time to read these interviews that I had held, to learn how I could make things work for my business. Other times, I ask the business owners for personal mentoring sessions from them. To run a business is not as juicy as it seems when you read or watch the stories of how founders build empires. However, it’s not difficult either if you are willing to adhere to your values. I currently manage my small business with several other things I do, and I haven’t regretted starting in the first place.