Adedoyin Omotara: I tapped into resources that the Government made available to immigrants
Adedoyin Omotara is a Beauty Entrepreneur, Women’s empowerment advocate, Speaker, Life Coach, Business Coach and the leader of the unmask your beauty movement. Born in Manchester, UK to Nigerian parents, her passion to live a fuller and more expressive life made her leave her successful Corporate Engineering career to become an entrepreneur. Seeking the spiritually creative fulfillment missing in her successful corporate career, she was determined to resolve the concern that beauty today, far from being that poetic ‘joy forever’ is, unfortunately, a source of insecurity, shame, and stress for countless women. She promotes beauty, inside and out, to an audience of women at all stages of life. Adedoyin believes in investing in the dream of girls and in the strength of women. In this article, she talks about how she’s fought against the odds of being an immigrant and built a beauty brand for herself in Canada. What would you say is the innovative idea behind Adoniaa Beauty? Adoniaa beauty started from having a deep hunger within me to fully engage with who I was, my hunger for living a fuller and more expressive life. I was doing great in my career but felt dis-engaged with myself and the world as a whole. I felt I was born for more so I decided to start a company for women doing what I love and fulfilling my purpose while doing it. It was founded on four fundamental pillars: To uplift, validate, equip and inspire women to be their best selves at every stage of their life. We do this by using makeup and skincare products and services as a platform to connect with women. [bctt tweet=”People constantly ask me how @adoniaaworld intend to compete with Sephora, Loreal, Mac and the likes, my response is that those are not my competition. – Adedoyin Omotara” username=”SheLeadsAfrica”] How have you been able to maintain your brand consistency? We have only one vision- To connect women to their individual and unique beauty through our brand. So everything we do aligns with the vision. It’s easy to be consistent when you have a vision. It is the same vision I sell to my staff and the Adoniaabeauty tribe. How have you grown your client base? I have grown a tribe of women as my client base by focusing on why I started my company, which is our vision to connect women to their individual and unique beauty. We have different vehicles to get to our vision, and we naturally attract women that want more out of life, women that want to re-write their stories and women that do not want to fit into society’s contrived image of beauty but create and define their own. What challenges have you faced that are unique to your business idea? Starting a business in the beauty industry is very challenging. The beauty industry is run by billionaires that own big companies. People constantly ask me how I intend to compete with Sephora, Loreal, Mac and the likes, my response is that those are not my competition. Makeup and Skincare are the physical products that we sell and that’s what people see, however, for me, makeup and skincare is only a vehicle or a platform to reach the Adoniaa women that want to unmask their beauty. [bctt tweet=”Since I developed the vision for my company @adoniaaworld, I started creating and got really innovative – Adedoyin Omotara” username=”SheLeadsAfrica”] Where there challenges owning a business in a foreign country? Starting a new business as an immigrant in Canada has definitely not been the easiest of things. It’s easier to get a job and work 9-5. But this is not just a business for me, it’s my vehicle to fulfilling my purpose and changing the world. I have embraced all the challenges and focused on my vision. At times, I tell myself that if I were in my home country, I wouldn’t need to work this hard to be profitable. What I have done though is to change my mindset and focus on the vision. I have also tapped into so many resources that the Government has made available to immigrants. Do you believe in Feminism? My take on Feminism is simple… It is the Adoniaa dream -The Adoniaa dream is a dream that is deeply rooted in every woman’s heart. I have a dream that girls and women will have the resources and opportunities they need to reach their full potential. I have a dream that girls and women will live free from violence · I have a dream that girls and women all over the world will have access to good education· I have a dream that there would be equality in the workforce. I have a dream that child brides will no longer be a thing. I have a dream that female genital mutilation will become history. I have a dream that girls and women will stand in their power and be empowered to defend themselves. I have a dream that gender-based violence will stop be it domestic abuse, rape, or sexual trafficking. I have a dream that women will embrace their fears and be courageous enough to shine as their most beautiful self. I have a dream that girls and women will no longer need to fit into society’s image of beauty but create and define our own beauty. I have a dream I believe that we can only achieve this dream by taking action! [bctt tweet=” This is not just a business for me, it’s my vehicle to fulfilling my purpose and changing the world – Adedoyin Omotara” username=”SheLeadsAfrica”] Adoniaa Beauty recently launched a campaign towards the above causes. Our 24hr Lipsticks of hope are our flagship product and we have partnered with non-profit organizations that address these issues. $1 from every Adoniaa 24hr lipstick sale will go to our Non-Profit organization partners that actively work to end these problems. When you buy the Adoniaa lipstick, know that you are empowering a woman. When you empower a
I’ve Got Bills To Pay & You’re Talking About Brand Building?
Not every single marketing activity will translate to direct sales! Can someone please scream this from the rooftops? If you’ve worked in a marketing capacity, you know this. And you also know a lot of clients straight up refuse to accept it. It’s easy to want to connect all marketing activity directly to ROI. Some of these activities, such as social media, may be viewed as extras and add-ons because they do not translate to direct revenue, but do they help in solidifying the overall brand picture? You bet! It’s imperative to place brand building and sales activities in separate categories. Although they might occasionally overlap, they must be treated as different actions, with different strategies that generate different results. [bctt tweet=”if consumers feel your brand is wack, they won’t be willing to pay much for it – Oluwaseyi Bank-Oni” username=”SheLeadsAfrica”] It is easy to overlook the importance of building a solid brand before diving straight into selling. Especially after investing funds into a business. Granted, in the beginning stages of running your business, you might command profits left, right & center. But what keeps your clients coming back? What prevents them from switching to a competitor selling the exact same product or services for slightly less? Your brand – that’s what! Big brands invest millions of dollars in building and maintaining a certain brand image with no direct translation to sales. This is not just for fun or because they feel like splurging. It’s because they understand the value and the equity that comes with a solid brand name. Even the good book says, “A good name is more desirable than great riches. To be esteemed is better than silver or gold”. Hallelujah, somebody? Take Coca-Cola, for example, this brand participates in different types of brand building activities designed to trigger emotions, nostalgia, and certain positive feelings associated with the brand. Amidst these activities, Coca-Cola products are not explicitly sold. Why? The brand understands the value of building brand equity with their current and potential consumers. What is this brand equity, you ask? It is simply the value placed on a particular brand, based on the experience, feeling, or perception a consumer attaches to it. Simply put, if consumers feel your brand is wack, they won’t be willing to pay much for it. If they view your brand as the best thing since sliced bread, they will be willing to pay more for it compared to similar brands. Thus it has a higher equity and commands a price premium in the market. The problem with focusing on sales before boosting brand awareness and equity is that you may attract a slew of one-time clients. They buy and use your product, but have no connection to keep them coming back, so they keep it moving! A competitor product pops up the next time and they switch. Sounds familiar? Yeah, we’re all guilty of doing this. We’re also guilty of being extremely loyal to certain brands based on the value we have placed on them. For some mothers, only a certain brand of diapers will do for their babies, for others, such as myself, we buy fuel from only a certain brand of petrol stations. That’s the beauty of building a strong and trusted brand. There are many angles to this “brand equity” business, including consumer-based brand equity as discussed previously, employee-based brand equity, and more. As your business grows, employee-based brand equity cannot be neglected. In growing brand loyalty and equity, employees can be your most cost-effective brand evangelists. The people who will love and promote your brand from the mountaintops – for free. Let’s use Heineken as an example, I have a couple of friends who work for the brand, and as we say in Nigeria, they “carry it on their head”. Sometimes I think to myself, “Na your papa own this place?”-(Does your father own Heineken?) but guess what? The last time I was in Amsterdam, where the HQ is located — What was I most excited to see & do? To tour the Heineken brewery! The passion their employees have for the brand and the sincere love and joy that emanates when they speak about it, in turn, gave me the “ginger” and excitement to go see things for myself. When your employees truly believe in your brand and become loyalists (not just because you pay them a salary), something truly magical happens. They become one of your greatest and cheapest marketing assets. The word begins to spread organically and the positive brand equity transcends from employees to consumers. [bctt tweet=”When your employees truly believe in your brand and become loyalists (not just because you pay them a salary), something truly magical happens – Oluwaseyi Bank-Oni” username=”SheLeadsAfrica”] It’s understandable, you put money in, you want money out, and quick! Unfortunately return on investment is not always immediate or that simple. Recognizing the need for brand building activities which may not necessarily translate to sales in the short-term is the first step. Understanding the need to cultivate long-term meaningful relationships with your target is the next. While creating a distinction between brand building and selling activities, always remember to look at the big picture and think long-term. As Gary Vaynerchuk once said, “Brand is not transactional. Brand is forever”. Got an article to share with us? Click here.
5 Bookkeeping Tips for New Small Business Owners
One of the most important things a small business owner needs to learn is the basics of accounting and bookkeeping. I mean if your business is not turning over a profit, how would you know? For someone that is not good with numbers, I struggled a lot with the concept of accounting and bookkeeping. I still do until I was forced to get my acts together and learn it once and for all. I’m not exactly a pro yet but I like to think I’ve got my books handled for now until I can afford an accountant. So, here are five tips that have helped me that can help you too as a small business owner: 1. Start with Excel It’s so easy to get overwhelmed with all the tools and templates available for bookkeeping. But I’ve noticed that sometimes it’s better to start with what you’re familiar with. Most of us have a basic knowledge of Excel so you should start with that. Make sure you enter all the money that is coming in and all the money that is going out. Don’t forget you can also use it to create monthly budgets for your business. 2. Track every single expense One of the key things you need to do for your business is to track your expenses. If possible, keep all receipts and tellers. If papers are too stressful to track, download an expense tracking app. You can never go wrong with one. Tip: If you’re in Nigeria, use the Reach app to track your expenses. 3. Separate personal from the business account Whether you admit it or not, you’re not your business so you should treat it like a separate entity. Don’t be tempted to use your business account for personal expenses. Once your business starts making money, put yourself on a salary. That way, you can curb the temptation to dip into your business account. [bctt tweet=”Small Biz owners, listen! Once your business starts making money, put yourself on a salary – @Ebun_Oluwole ” username=”SheLeadsAfrica”] 4. Embrace technology As a small business owner, you should be thankful for all the apps and software that are available at your disposal. It saves you a lot of money you would otherwise have used to hire a professional. Once you get a hang of them, the accounting software is pretty easy to use. 5. Balance your books regularly Between your Excel sheet and your bank statement, there needs to be a reconciliation. Every month, try to balance your books by reconciling all your accounts with your software. It’s so easy to make mistakes manually when using Excel so it’s better to use your accounting software where you can upload your bank statements and reconcile your accounts accurately. Tip: Wave is a simple accounting software you can use. When your business begins to scale, don’t hesitate to hire the services of a small business accountant. Interested in contributing for She Leads Africa? Click here.
AMBER WILLIAMS: PEOPLE DON’T BUY PRODUCTS. THEY BUY STORIES
Amber Williams is the founder of Punkyflair, a brand story shop that serves beauty, fashion, and lifestyle startups. Building iconic statement-making brands is her jam, and she is committed to helping businesses grow authentically through a story. Through Punkyflair, Amber has positioned new businesses in the marketplace, molded magnetic personalities, crafted money-making narratives, and named global product collections for leading brands like Camille Rose, Heat Free Hair, Shea Radiance, and Marjani. Amber Williams connects young brands to the customers they want to reach through a story. She believes that story is the most critical business asset for one simple reason: it can’t be duplicated. It is the key to building a brand that will withstand the test of time and last forever. In this interview, she discusses how you can best understand your audience, communicate your vision, and sell with a story. Tell us how and why you started Punkyflair My early career was spent in corporate America where I used my formal training in psychology and integrated marketing to create and launch brand strategies for companies like Armani Exchange, Volkswagen, The United States Olympic Committee, and Feeding America. I was working within a world of limitless resources and possibilities in marketing. I had the freedom to be creative, spend however much was needed, and most importantly – test the water. After several years of implementing creative brand marketing campaigns, I realized that my signature approach to every strategy I created was rooted in a story. Every idea, every narrative, and every message I built told a story. Inadvertently, I used my knack for writing and understanding of human behavior to put words together that would sell clothing, jewelry, cars, and even promote funds for world-renowned athletes. [bctt tweet=”Every idea, every narrative, and every message I built told a story – @punkyflair” username=”SheLeadsAfrica”] I was a storyteller. At 29, I decided that I would package up my approach and all of my corporate learnings into a framework that would help startups launch and grow their businesses. I created Punkyflair to empower entrepreneurs with the tools, training and thinking necessary to understand their audience, communicate their vision, and sell with the story. Today, I have the good fortune of doing so for leading woman-owned brands like Camille Rose, Heat Free Hair, Marjani, BLK+GRN, and Shea Radiance. What is brand storytelling and where does it fit in marketing strategy? Simply put, brand storytelling is a method for connection. If you consider your favorite storybook or movie, there is most likely a character in it that resonates most with you. Maybe it’s because you see yourself in them. Perhaps it’s because that character represents who you want to be. All great stories make you look at yourself and consider how you connect to the tale being told. Brand storytelling is no different. A great brand story lets your customers know why you exist and how you fit into their lives. When done well, your brand provides the perfect reflection for who they already are but better. Brand storytelling is the most effective, non-salesly way to build meaningful and profitable relationships with the customers you want to reach. [bctt tweet=”A great brand story lets your customers know why you exist and how you fit into their lives.” – @punkyflair” username=”SheLeadsAfrica”] How can businesses effectively explore the core elements that make up their customer profile? All businesses should view their customers as the star characters in their brand story. Everything that your brand does–from operations to product innovation and marketing–should be built around your customer. It always amazes me how many entrepreneurs are willing to skip this essential first step. A strong customer profile is made up of three key elements: perspective, preference, and personality. Understanding your customer’s perspective is all about figuring out where your customer is coming from, the unique challenges they face, and what they really want from your brand. The next step is to discover what your customer prefers by digging deep to understand purchase motivators and where your brand solution fits into their lives. Finally, you’ll want to explore your customer’s personality traits. Doing so will help you tailor your messaging in a way that gets the people you want to reach to listen and buy from you. [bctt tweet=”A strong customer profile is made up of 3 key elements: perspective, preference, and personality – @punkyflair” username=”SheLeadsAfrica”] As they discover their customers, how do businesses determine the best approach in talking to their audience? Now that you know more about your customers, you’ll want to speak to them in a language that they understand. The best approach is first to visualize precisely who this person is. Bringing the person you want to reach to life humanizes your communication. It brings back the reality that you, as the brand, are talking to a real person. When working to craft your narrative, ask yourself these four questions: Why does my brand exist? What problem do we solve for our customers? What values or beliefs do we stand on as a business? How do our products/services make our customers’ lives better? The answers to these questions make up your core brand narrative, letting your customers know exactly why they should trust and buy from you. Plaster them everywhere (tactfully of course)! As businesses increasingly incorporate storytelling in marketing strategy, how can “Motherland Moguls” craft a brand story that yields customer action? The marketplace is getting extremely crowded! It’s never been harder to cut through the clutter than it is now. Customers are continuously bombarded with marketing messages and brands are spending a significant amount of money just to stay visible. In this landscape, the challenge lies in not only being seen, but in making money also. The best way that Motherland Moguls can yield a favorable action from their target customers is to keep a pulse on their customers’ wants and needs. Don’t get too caught up in the competition and what they’re doing. Always remember that people
Oghenekevwe Omotosho: I started Oh Wow Popcorn in my kitchen, now its selling across Nigeria
Oghenekevwe Omotosho is a graduate of computer engineering. She obtained her B.Eng at the Enugu State University of Science and Technology, Nigeria. She is also a creative thinker and serial entrepreneur. Kevwe is the CEO and creative director of the unique popcorn brand – Gimme Oh Wow Popcorn & Events – makers of the popular Oh Wow! Popcorn brand. She is married with three children. In this article, she talks about how she turned her passion for popcorn making into a business, and how she’s overcome challenges along the way. How did you discover your passion for popcorn making? Oh Wow Popcorn started in my kitchen. I used to make popcorn for my children and also used it to entertain guests at home. Also, I enjoyed creating new flavors of popcorn especially indigenous Nigerian flavors. I got excited by the idea of making popcorn art and I offered the service of displaying a variety of flavors at every event, live popping or delivering to clients at their convenience. How did the brand Oh Wow Popcorn come about? I realized it was going to be a business for me sooner or later when I started getting positive feedback from friends and family. I made samples and took to my children’s’ school to do a little market research and their response was encouraging. So the journey began, it has been a massive adventure since then. Oh Wow Popcorn was formally launched on the 14th of February 2017 and to the glory of God, we have successfully weathered our fair share of what I call teething challenges. We keep on learning our lessons on this great entrepreneurial adventure and we have come out stronger and better for it. [bctt tweet=”We are proud to have revolutionized the popcorn and snacks making industry in Nigeria – @ohwowpopcorn” username=”SheLeadsAfrica”] Do you run your business full time? What did you do before starting Oh Wow Popcorn? I am a serial entrepreneur, I already had a few other businesses including Myfoodsupplies and I Sabi Work before my passion for popcorn lead me to start oh wow popcorn. I am currently running the three businesses. Popcorn making may seem easy, but what major challenge have you encountered since launching, and how did you overcome them? It has its own challenges. The most challenging was getting a business partner. I thought working with a partner would ease the pressure of running three businesses, but unfortunately, things didn’t work out as planned. I took the bull by the horn and threw myself into building my businesses by training my staff and restructuring my time. Another key challenge we have faced is getting acceptability for our brand of popcorn which is different from what Nigerians are used to. We have however been able to overcome this challenge. Knowing that there are many other popcorn brands in the market, how do you make sure your brand is unique and set yourself aside from the crowd? We stand out from other brands by being original, unique and creative. Our customer service is also excellent. What are you most proud of about the Oh Wow popcorn brand? We are proud to have revolutionized the popcorn and snacks making industry in Nigeria. Since inception, we’ve invented and introduced never seen before flavors like Kilishi popcorn and kulikuli popcorn into our specialized popcorn, and candy floss catering for various types of events. We saw a great potential and are happy to fill the space, by making our clients’ events come alive in previously unimagined ways with our tasty and colorful creations. When it comes to marketing, how far across Nigeria has your brand gone, and where can your products be found? Although we are based in Lagos Nigeria, we receive orders from other parts of the country, such as Ibadan, Abuja, Ondo, and Benin. [bctt tweet=”I took the bull by the horn and threw myself into building my businesses by training my staff and restructuring my time – @ohwowpopcorn” username=”SheLeadsAfrica”] Beyond popcorn production, what else do you do as a brand? We also cater for candy floss, ice cream, waffles, meat pie, chinchin, zobo etc. What is your staff strength currently, and how do you manage them? We currently have 4 permanent staff, and we also get temporary workers when necessary. I make sure everyone knows his/her job responsibility and concentrates on doing it. How do you manage your work-life balance, as an entrepreneur? I delegate duties to my staff and I try as much as possible to limit my work to some specific hours of the day, especially our social media management. Immediately my children get back from school. I concentrate on being a mother and a wife, I take them through all their assignment, eating and gist time before bed. Once they’re asleep, I round up my social media engagement for the day. What’s the next step for Oh Wow popcorn? The next step for oh wow popcorn is to have a presence all through key cities in the country and the world at large. We look forward to being the number 1 popcorn brand in Africa catering for all types of events. Any advice for people with this same business idea? I will advise you to start small, start with what you have. You may have to give a free service to showcase your work to potential clients. Your first impression can make or mar your brand Nurture and grow your business through the early years just as you would nurture a child. The most important tool you’ll need is your passion and drive to keep moving when the chips are down and it looks like you’re getting nowhere. Be creative, be original, be unique. Fill in the gap. Before the end of the year,… I would like to have finalized all plans for the maiden edition of Oh wow popcorn day. It’s an event that would help us give back to our community. It has been scheduled for January 19th next year. Sponsored Post.
Cashless Banking in Africa: How we’re creating payment solutions with technology and innovation
African economies are well positioned to benefit from rapidly accelerating technological change if they can harness the current open landscape for innovation. East Africa is already a global leader in mobile payments, while mobile money accounts in sub-Saharan Africa are on an upward charge. Apart from being able to leapfrog the limitations and costs of physical infrastructure, the continent stands to benefit from having the youngest, tech-savvy workforce in the world in the next decade. Africa’s working age population is expected to grow by 450 million people by 2035. According to the World Bank and the continent is projected to have the largest working population of 1.1 billion by 2034, notes the World Economic Forum on Africa. Recent GSMA data shows that mobile money accounts in sub-Saharan Africa are up 18.4% between 2016-17 to 33.8m registered accounts. [bctt tweet=”Banking in a cashless society will require African solutions for African problems – @nnamdi_oranye” username=”SheLeadsAfrica”] However, we cannot wait 12-15 years before adequate job creating initiatives and policies are unlocked. The answer lies in harnessing the power of the digital economy today to create African solutions for African problems. An important part of this will require promoting and partnering with African innovators to unlock sustainable growth. We are already witnessing the significant potential of digital innovation in the remittance and mobile wallet space. Penetration of smartphones is expected to hit at least the 50% mark in 2020 from only 2% in 2010, according to the World Economic Forum, offering the continent a clean canvas for tech-based innovation. It is an opportunity we must not miss. These are exciting times and are forcing us to think differently to come up with true Pan African innovation and development. MFS Africa is a good example of how carefully harnessed and supported technological innovation can have ripple effects through the continent. It now operates the largest digital payments network in Africa and connects over 170m mobile wallets through 100+ partners, including Airtel, Ecobank, MTN, Orange and Vodafone across 55 markets. It has about 15% of the African population connected to a platform. M-Pesa, launched in Kenya in 2007, is an often-touted example of African technology making waves even outside its own borders. After capturing the local market for cash transfers it has spread to three continents and 10 countries. MicroEnsure, meanwhile continues on the path of developing pioneering insurance solutions for low-income people like micro-health, crop, and mobile insurance. These are solutions directly aimed at emerging customers and it is little surprise the company continues new customers by cleverly partnering with telcos. Access.mobile is another major success story, testing and growing its health innovation offerings for seven years in East Africa. The company works with health systems to hone their communications with patients in lower-income but also in growing areas and it hopped the pond in the opposite direction from most smaller startups and landed one of its first American clients. [bctt tweet=”Standard Bank, as Africa’s largest bank by assets, hopes to support even more start-up and tech initiatives across the continent” username=”SheLeadsAfrica”] Adventist Health White Memorial Hospital, a Los Angeles facility that works largely with lower-income Hispanics, was looking for ways to use health data to achieve better outcomes within its population. These are examples of the role models that will inspire our next generation of innovators. We need more and tech-savvy banks to need to continue supporting them as they grasp future opportunities. Just consider that Findex data shows that sub-Saharan Africa is home to all eight economies where 20 percent or more of adults use only a mobile money account: Burkina Faso, Côte d’Ivoire, Gabon, Kenya, Senegal, Tanzania, Uganda, and Zimbabwe. Opportunities, therefore, abound to increase account ownership up to 95 million unbanked adults in the region receive cash payments for agricultural products, and roughly 65 million save using semiformal methods. Standard Bank, as Africa’s largest bank by assets, hopes to support even more start-up and tech initiatives across the continent to ensure these opportunities are not lost. [bctt tweet=”We are setting a new standard in digital payments with the launch of Africa’s first prepaid virtual cards ecosystem, among many other digital innovations – @nnamdi_oranye” username=”SheLeadsAfrica”] We are therefore innovating ourselves at a rapid pace to harness the benefits of the digital age to drive financial services inclusion. Mobile payment solutions like Snapscan is now available at over 25,000 merchants and a vast user network across South Africa. We are setting a new standard in digital payments with the launch of Africa’s first prepaid virtual cards ecosystem, among many other digital innovations. The future will be about solving genuine customer problems rather than putting a band aid on them. One area in urgent need of change, for instance, is remittances, where Africa is still one of the costliest places in the world to remit payments – fees as high as 10% to 20% are still endured. We need to harness technology to genuinely solve this problem. Sometimes when we talk about banking in cashless society we look too far out – but we don’t have the luxury of time. Knowing your customer (KYC) is about understanding what they need today based on their culture and context and then unlocking the already available data to provide the solution. Technology, for instance, can solve the unbanked problem on the continent. However, this does not mean you can “plug and play” by taking something that works in one country and expecting it to work in another. Success will increasingly be centered on having a Pan African view of the problem, but local implementation. The future is certainly bright for Africa as exponential innovation continues to drive change across the continent we call home, disrupts industries and replace legacy technology. It is now time to grasp this opportunity with both hands before the innovation wave passes us by. Article By Nnamdi Oranye, Fintech Author and International Remittances Lead at Standard Bank Group. October 2018 Sponsored Post.
What you need to know about Business Marketing
Let’s talk about Business Marketing. Developing a proper strategy for marketing in business allows you to capture and reach the right audience for your product/service. If you are an entrepreneur trying to market your products/service on a shoestring budget, developing a good marketing strategy is a good place to start. This way, you are able to manage the resources you have, allocated to marketing efficiently and getting the most of it. [bctt tweet=”If you are an entrepreneur trying to market your products/service on a shoestring budget, developing a good marketing strategy is a good place to start.” username=”SheLeadsAfrica”] Here are the overall steps to developing a good marketing strategy for your business: 1. Analyze your marketing environment The external marketing environment include the micro and macro environment The micro-environment – These are forces in the external marketing environment that are distinct and individual to a particular business; such as suppliers, distributors, customers, competition and the general public. The macro environment – These are forces in the external marketing environment that affect businesses in general such as demographics, natural factors, technology, political factors, legal factors, social factors, cultural factors 2. Identify your competitive advantage Analyze competition. What are your competitors doing, what have they done successfully, what have they failed at? Analyze the internal resources of your company to determine what can be used to create an advantage. Identify and build up your competitive advantage. 3. Segment your market This involves breaking down broad markets into smaller homogeneous groups of customers. Broad markets are broken down based on certain traits. This makes it easier to understand, focus and connect with potential customers who are likely to buy your product/service; thus making marketing efforts more efficient. Market segmentation can be done based on different factors such as demographics, lifestyle, geographical locations e.t.c. It is however important that markets are segmented based on factors that are relevant to individuals within each of the groups. 4. Select your target market From the market segments you have been able to create, you can test to determine your main target audience, test, select and decide to focus on customers your company can best satisfy. 5. Identify core benefits your company can offer to its customers (your target market) It’s important to understand what value means to your customers. 6. Position your business Write a positioning statement to consciously position your brand in the minds of your customers/clients. Your positioning statement should determine how you present your business to customers/clients, it should show what you are known for. Elements of a strong positioning statement include your core value proposition, the unique value you offer customers/clients in relation to your top competitors, target audience and finally benefits your products/services offer the target audience. There are various formats for writing positioning statements, here are 2 practical ones you can use: Your core value proposition: for your target audience who are in need of the benefits your business offers as well as its unique value. For target market description who target market need, how your business offering meets the need, unlike the key competition, its most distinguishing feature. 7. The marketing mix ( the 4Ps) Product – What product will be sold and what differentiates this products from that of the competition? Are the products on offer relevant to the (target) customers? Are there related products that can be marketed with the initial products? Price – This refers to how much a customer is willing to pay for a product /service. Three factors to be considered when determining the price of a product include the “cost price of the product, what the competitors are selling for and value added”. Place – Where your product is sold matters. How accessible are your products to potential customers? Consider the type of product to determine where to sell or distribute your products. Promotion – This involves the way you tell customers about your products/services. Activities involved include adverts, personal selling, PR efforts, and sales promotion. Overall here are tips that can make your marketing strategy better. Marketing strategies should be flexible Define the right marketing message to determine the right marketing method. Think of your brand in terms of your customers’ needs and how you intend to satisfy them. Selling is not marketing and marketing is not selling. Don’t always use pricing as a basis for competing; especially when you don’t know the depth of the pockets of your competitors so you don’t end up pricing yourself out of the market. I hope this helps you market your products services better… Interested in contributing for She Leads Africa? Click here.
7 lessons you can learn from Issa Rae and her InSecure journey
Issa Rae is an American writer, actor, and producer of the famous NBO series Insecure. She started out creating videos on YouTube when she got tired of seeing the same type of movies about black people. Issa Rae has been nominated for the golden globe award, her series has won the shorty award for the best web series. She also heads a media company called Issa Rae presents. If you haven’t watched any episode of InSecure you`ve just found yourself a new best friend. It’s like the dope movie for every girl seeking for some kind of succor after a hard week of work! It’s so relatable and funny. The story is centered around Issa, a black woman trying to keep it cool with her job in a non-profit, her relationship and her social life. I came across her show IssaRae presents on a lazy day when I was scrolling through my YouTube feed, and I was stuck. IssaRaePresents does not come up short. Trust me, they never disappoint. And oh, we’ve been waiting for the third series of Insecure like… And as usual, we won’t be disappointed. Now back to the main point. The backstage of creating media content is filled with people who never make it to the big screen. Writers, producers, camera, videographers, directors, editors etc. A lot of work goes into creating what you finally see on your screen. The backstage of the movie industry is dominated by males especially in production and directing. How did a black young woman break that glass ceiling to be her own boss? Let’s look at these lessons from her. On Starting Out: “I love creating content and YouTube was super accessible. I started my first show in senior year of college in Stanford and I kept growing that audience”. On Being Consistent: “I had two web series before the misadventures of the Awkward Black Girl. Those series did not gain instant fame but I was consistent throughout releasing those videos by 10 am every Monday and promoting constantly” [bctt tweet=”Stop finding the ways that you can’t and start finding the ways that you can – @IssaRae” username=”SheLeadsAfrica”] On Working Hard “People constantly make excuses on why they can’t follow their dreams. Stop finding the ways that you can’t and start finding the ways that you can. Think about what you have now, friends, a camera, a room, whatever you have. Figure out a way to use what you have to make it work.” On Teamwork “I tend to have strong opinions about the characters in my shows because I feel I know them personally. Also, I try to loosen the rein and allow debates to go on. I love collaborating because there are people with a lot of great ideas I love hearing out. Resisting the urge to outrightly say no has been one of the greatest lessons I’ve learned” On Creativity “Life inspires me. I love little moments. I just like real life. Everybody has different areas of discomfort and seeing how certain things concerns people that won’t even matter to others intrigues me. I try to understand what makes people think that way and learn from them” On Overcoming Challenges “There are definitely challenges. At one end I want to take as many opportunities as I can, on the other hand, I do not want to disappoint myself and other people by not meeting up with deadlines. Trying to find that work/life balance for the past few years has been challenging” For Entrepreneurs in Film/Media “Know your goal. Make sure agencies & companies approaching you are aware of the vision you are working with. Be sure to have a good team. Utilizing the people around me was the best thing that happened to me. The team members that I have now started from the ground up with me, that organic growth is part of the reason this show has been a success.” Issa Rae has always kept it 100% real, affirming the fact that her show. InSecure, is a typification of her life as a young black woman trying to make it in a community that seems to tell her what to do. She has talked openly about her challenges and fears, and what accepting people’s approval has been for her. Her mother at first did not even agree to watch the show. From all of these, I learned two important lessons: 1. People crave authenticity They’ll gravitate towards people who are real and original. If you step into a new place and you’re a sheep amongst a pack of wolves or the only black female in the room, as long as you have a voice and you keep to that voice, people will gravitate towards you. 2. Everything takes time Issa affirmed that the first video she did on YouTube was crap, but as years went by and she gathered a team, it got better. You can tell the difference between her past videos in IssaRaePresents on YouTube and now. Just like a tree grows, slowly building stronger and deeper foundation which in the end will be able to stand the test of to such is the journey of a business which grows organically. P.S – All quotes from Issa were gotten from various videos you can find in the link below; A conversation with Issa Rae – AT & T Shape Issa Rae on InSecure, Jerry Seinfeld and Success – Larry King Show You’re the only one stopping you – Evan Carmichael If you’d like to get featured on our Facebook page, click here to share your story with us.
Banke Ajayi is encouraging men to stay handsome with her skin and hair care brand – Ahjayee
Banke Ajayi is the founder of Ahjayee – a skin and hair care product for men. She studied Electrical/Electronic Engineering as her first degree. She later did an MSc in Financial Engineering and most recently an MBA focusing on Innovation and Entrepreneurship. Her career started in Technology then she moved into Investment banking where she currently works as a Risk Consultant. In this interview, Banke talks about how she developed her brand and dived into entrepreneurship. Where did your obsession for skin and hair products come from? My journey in skin and hair care started over a decade ago when I couldn’t really find hair products in the market which worked for my hair but I wasn’t sure how to fix this problem. Growing up my mum also mixed different oils into the hair products she bought and I and my sisters’ hair flourished under her care. Honestly, I kind of forgot about this but it all came back when I happened to pass a store which used natural butter and oils for their products. I actually saw some oils my mum had used. From then on I was hooked, I watched videos, researched online, attended courses and started making natural hair and skin products for family and friends. I studied sciences and engineering which I think helped in understanding the “chemistry” part of this journey. As we used these products, we found our hair become healthier, creams worked better and best of all, we knew exactly what we using. What motivated you to launch Ahjayee? People asked why didn’t I start this as a business, but back then starting a small business was not as accessible as it is now. I carried on researching and mixing, then about 2 years ago, I started seriously thinking about starting a business. My main motivation was to create a range of products using the best nature has to offer, which do what they are intended for, where every ingredient plays a part in delivering results for the person using them. This was the first part, the second was to create products in which the customer played a huge part, products which fit into their lives easier. The products had to be of high quality, and customer feedback is an integral part of product development. Without the customer, there is no business. Why did you decide to focus on male products only? I was talking to a male friend and he mentioned how he felt there wasn’t a lot out there for him in terms of products he could use which were simple, easy and just functional. This was a light bulb moment for me. What if I could create a line exclusively for men, but not just a product line but one which gave men a little something special daily. Many conversations later, some more research and Ahjayee was born in 2017. Our aim, to bring a touch of luxury to his everyday routine with quality, effective and easy to use products. Do you plan on branching into women hair and skin products too? Not at the moment but certainly something we wouldn’t rule out. That said, some of our products are unisex. Such as the skin cream or face serum, and we have seen quite a few women who like the more woody or earthy scents who buy our products. Tell us about your products. Which is your favorite? The range includes Face & Body, Beard & Shaving, and Hair products. All their ingredients are carefully thought out and add a function to the overall product, cutting out anything unnecessary. Our products are all natural and free from any nasties. Our tagline: “Be your own handsome” encourages men to spend a little more time in taking care of themselves. Picking a favorite would be very difficult as each one was inspired by different instances or needs so all have a special place in my heart. Where are your products made, and who has access to them? The products are made in the UK and can be delivered worldwide. You can also find us on Facebook, Twitter, and Instagram. Why did you choose your last name (Ajayi) AhJayee as your brand name? This came about one afternoon during a car ride. I was talking with my friend and her sister who does branding, we were discussing logos and my vision for the brand, then my friend says – why not a play on your name. We spelled it out phonetically and it just seemed to work. The rest they say is history. Have you experienced any challenges since inception? And how did you overcome them? I would say the first challenge was balancing my 9-5 with Ahjayee. The trick has been to understand you can’t do everything at once. Therefore, my to-do list and daily can-do attitude have been key to managing both. The second has been marketing and PR, I have had to pay a lot of attention to this as it is a new area for me. It has been a really interesting journey and I have learned so much and still learning. I had to take additional classes and speak to people who have been through this, all in all, I am loving the process. Where do you see Ahjayee in the near future? I hope to continue to grow and get new customers, getting valuable input from them which will allow us to give them better service and products. When you’re not testing or mixing creams and soaps, what are you doing? I love running, cycling, walking and traveling to new places. When I am keeping still, you will normally find me reading. Sponsored Post.
Christine Jawichre: The journey from intern to CEO
Christine Jawichre at 32 is the newly appointed CEO of Blue Platinum Events. An events agency in Johannesburg, South Africa. Her journey began at the same company as an intern 8 years before and through hard work and dedication. She along with an amazing team at Blue Platinum Events have dominated incredible once in a lifetime experiential events in and out of South Africa. Outside of events, she is passionate about women and seeing more African women step into positions of leadership and having a voice. In this interview with Cindy Leah, Christine talks about managing an events company and developing winning strategies for the business. What challenges do you come across from a management point of view as an events company CEO? We come across all kinds of challenges across the event’ing landscape – being onsite at an event or back at the office. Events are crazy, sometimes you’re and other times you’re just not winning. That is a real onsite challenge. At the office, we can be dealing with anything from sourcing out potential clients and ensuring that you have the right teams to execute the right events. Another thing will be continuous client relationship management and ensuring that we stick to the 18 year standard behind the brand. Keeping abreast if not ahead of the creative curve and ahead of the competition is also very challenging. Blue Platinum is a brand to be reckoned with, I say that with no ignorance, there are always challenges but we rather focus on who we are and what we can do. We put our heads down and let the work speak for itself. [bctt tweet=”Christine Jawichre, CEO of @blueplatevents talks about managing an events company and creating a winning comcept for clients” username=”SheLeadsAfrica”] What is it like working around your director – Lee Den Hond? Working with Lee is an absolute pleasure. She is a powerhouse, truly an incredible woman and human. She is like a walking billboard of inspiration. You cannot help but be inspired by her story and her positive energy. I believe that she is one of the greatest leaders in this country, a person who truly embodies the idea that nothing is impossible. She saw something special in me when we met all those years ago, a young girl that was hungry for life and till today she remains one of my biggest supporters. Blue Platinum Events is an all-woman events team, was that intentional? The all-woman team was not intentional, but, there is a powerhouse full of incredible women who work for the company. The event industry was one of the most challenging jobs on earth, up there with jobs such as Enlisted military personnel, airport controller, airline pilots, firefighters, and police. One of the hardest challenges is being able to make multiple decisions at the same time or else the whole place burns down….no pun intended. Events are very hard. Period. And on our scale, events are crazy hard. It takes a lot of guts and drives to push yourself through the process. These girls on the team,….they have that! What are the top criteria you look for when hiring someone new to the team? Hard work! Another thing will be experienced in running high-end events. Can they fit in with team and vice versa? We have a small team so our team dynamics are super important. Last but not least, do they embody the essence of our brand. What does it take to create a winning concept? Creative chops. Some concepts come easier than others but there is a lot of work that goes into creating any pitch. We start with team brainstorming session to get onto an initial idea. After that, we bring in relevant partners who assist with bringing the paper idea to life. Especially from a visual and physical perspective. A ton of research follows to ensure that we create a world-class experience for our guests. This process can take weeks or sometimes just a day or so- depending on the budget and the client’s needs Who’s the biggest brand you’ve worked with? We have worked with some incredible local and international brands over the years. Our biggest and best brand to date (after an 18-year relationship) is still Mercedes- Benz South Africa. We have done some incredible events, launches, conference, international trips and endless other events with these guys. We’ve just completed a month-long event series for the C-Class launch. The C-Class is the only Mercedes- Benz manufactured in South Africa (for all the countries in the world) thus it is a flagship product. The event was targeted at Media, Dealer Principals, Sales Execs amongst others and saw us conceptualize and create a World’s First. We created Mercedes-Benz World. Just an incredible once in a lifetime type of event. Do you think there’s a lack of variety or opportunities for women in this industry? There are definitely opportunities for women in this industry. The event industry is a fast growing and ever moving space, I do believe that there is a space for creative people with a real passion for events to succeed What’s your turnover on a crazy successful year? That varies, some years are more industry-friendly than others. Conservative estimate – 50 mill. As a new mother, and a company CEO, what are your hours typically like in a day? The beauty of this industry is that no 2 days are typically alike. We are either on the move, in meetings all day or doing admin at the office. I try my best to stick to a 9-4 on not so busy days, that way I can run home for bath and bedtime with my little one. On busy days it can be anything like 6 am – 2 am or whatever else madness. Like I said, hard work. What inspires you? Happy people. Good energy. Purpose. When a person knows who they are in this life and live in full embrace of their purpose…That inspires me.