Chellie Clarkson-Brown: Designing for women of color and overcoming the #icebergsyndrome
[bctt tweet=”Chellie Clarkson-Brown wants to make African-inspired apparel an everyday staple in Western Europe” via=”no”] No one ever tells you about the amount of work that goes on underneath the surface of the water- #icebergsyndrome… but keep keeping on and eventually the tip of your iceberg will emerge. Enter entrepreneur Chellie Clarkson-Brown the Founder and Creative Director of Afro Couture Designs LDN, a fashion brand focusing on sizes and designs for women of colour. With SLA contributor Neo Cheda, Chellie shares her entrepreneurship journey and what has pushed to her to success. Tell us about you and how Afro Couture Designs come about? I studied Pattern Cutting and Tailoring at London College of Fashion but left this to work within the retail industry. Well, it wasn’t for me so I returned to university at University College of the Arts. My time there was traumatic, to say the least. I was often denied the opportunity to express myself based on what I felt represented me. Everything I designed in reflection of my African heritage and life experiences, was, in my opinion, belittled and rubbished. I lost so much confidence in my abilities and myself, that I became depressed. To add insult to injury, I wasn’t even able to get any real retail therapy without having to break the bank. Come on now, we all know that the only way to make a girl feel good about herself in circumstances like these, is a good old shopping trip. The only items I could get on the high street were ill fitting for my body shape. As almost any woman of colour will know, it may fit everywhere else, but it “sho’ ain’t gone fit” around your hips, rear and thighs. Or you would go up or down a size to alleviate the problem above and guess what, it would fit everywhere else, but not your waist #BlackGirlIssues. So I did some extensive market research in order to collate a sizing criteria for women, particularly focusing on women of colour, as our primary target market. This has allowed us at Afro Couture Designs to create a more inclusive sizing range which is a better reflection of the modern day woman. Most importantly, it incorporates the proportions of women of colour too. As part of our initiative, we are committed to being environmentally friendly by being as sustainable as we are practical. Tell us about your vision for Western European Demographics. At Afro Couture Designs LDN, we design and create on trend contemporary African-inspired apparel and products and our intention is to make these products an everyday design staple within the Western European demographic. Our products are not intended to exclude or to be divisive, rather our products are primarily intended to celebrate and embrace all things African and showcase the beauty within the continent and how it can compliment European fashion trends. We use high end design techniques, pattern cutting, and production techniques and source the highest quality fabrics. At Afro Couture Designs LDN, we fuse and mix together an eclectic range of fabrics from the both the Western European and African Hemispheres to bring you our AfroEurocentric collections. The collections within these ranges are African inspired with a contemporary twist and are intended for those who not only think outside of the box but actually go one step further and throw it away altogether. Afro Couture Designs LDN, provides a multi-faceted design and production service from fashion, products, and interior design to delivering fashion workshops and property development. Afro Couture Designs LDN’s business objective, is to be the one-stop shop or boutique for all your design requirements. Akin to the likes of the Selfridges of London or Macy’s of New York- for all things Afrocentric. What accomplishments are you most proud of? Getting it all together again from being homeless after my home was repossessed and I lost my job. The struggle was harder as I was a single mother at the time. But all things are possible through God. “Everything is possible for one who believes” Mark 9:23. #Ifyoucanconceiveit- #youcanachiveit What challenges have you faced that are unique to your business? Trying to blend Afrocentric influences harmoniously with the Eurocentric to create the AfroEurocentric brand. Additionally, trying to secure financial support for such a new concept with the intention of making the brand available to the mass market. [bctt tweet=”Afro Couture Designs aims to give exposure to established & emerging African artisans” username=”SheLeadsAfrica”] Which 3 African women that inspire you and why? My Grandmother, the late great Madam Margaret Ntiamoah For her determination, her tenacity and most importantly how resourceful she was. I remember growing up in Ghana during the coup d’état of 1979. Food was rationed and money was tight. There were so many of us living in one room and my Nana, would create gourmet dishes for all of us from one tin of baked beans, or even crack 2 eggs in a spinach stew and manage to make that stretch around 6-8 of us, with some left over for the next day. On the days we had money for coal, in the morning before school, Nana would set the coals in the coal pot (which I’d fan) to make the morning porridge, the smouldering coals would then be put into a cast iron, hence the name, to iron our uniforms. After that, the hot cast iron would then be dipped into the cold bucket of water to warm it up for our morning baths. Talk about resourceful! She got up at the crack of dawn every morning well into her later years to go set up her market stall at Mokola market without fail. Her work ethic has stuck with me till this day. God rest her beautiful soul. Ghanaian designer, Christie Brown For being self-taught and still managing to make it into the mainstream fashion world. I’m inspired by her style and the fact that she has slowly over the years managed to place herself
5 steps to developing business systems that work for start-ups
[bctt tweet=”@jeanette_nk summarises the lessons she learned building business systems for her start-up” username=”SheLeadsAfrica”] So, you finally have a concept and business plan finalised. You’re ready to begin operating but don’t know where to start? This is usually where consulting firms sweep in and offer help for a fee. Although outsourcing usually benefits most small start-ups, it’s also true that not every small business has enough money to exploit such services. If you ‘don’t know anything about business’, but don’t have the money to consult those that do, then you’d better whip out your notebook and concentrate. When I started my business I had no idea how complicated running a PR company was so I dived in, head first. Luckily for me, I snapped out of my illusion quick enough to save the company from myself. I took a step back and educated myself on the business systems that exist within a typical PR company. Below, I’ve summarised the lessons I learned in 5 very doable steps that can be applied to businesses in various industries. 1. Identify all existing/potential divisions Business systems are a strategic response to a chain of events that occur within different divisions. Let me make it simpler, using a chocolate cake for instance. Business systems would, in this case, be the oven for the cake and the different divisions involved would be the ingredients needed to make this cake. I know, I’m salivating too! Okay, let’s focus. These systems include payment policies, contractual agreements, marketing management, customer care etc. For example, if I got a call to handle a campaign for a company, between that call, the conclusion of the campaign and payment being transferred to me, I need to ask myself what divisions would be involved. There would administration for the signing of the contract and releasing of press releases and accounts to record the payment for example. When you develop your business systems, you need to consider how it will help make those divisions function well together, taking into account all other factors involved like employees within those divisions. You might want to pick up a business book or two to learn more about general business management if you are not too sure about the operational divisions. [bctt tweet=”Play office, just like you played house when you were a cute little kid” username=”SheLeadsAfrica”] 2. Play office Yes, play office. Just like you played house when you were a cute little kid before life put the world on your shoulders and no, I’m not mad to suggest this! Putting yourself in a real-life scenario will help you identify what works and what doesn’t work, it helps bring you down to earth. When I started out, I pitched for a partnership with a very big musician. I was excited for a little while because I could taste the big-time in my mouth. However, once I sat down with my notebook and laptop, I realised that I had no idea where I was going to start and what I was going to do. I sent out a few mock press releases to see how easy it would be to get word out there and after weeks of waiting, not one publication got back to me. Devastated doesn’t begin to describe how I felt when I sent the “I’m going to start small” email to that client. Yet, I understood that I needed to go through other processes before I got the handle of things. I realised things were a lot more complicated than I thought. In theory, your vision always seems a lot easier, that’s why it’s important to try and see how well it would work out physically. Believe me when I say, I literally played office. I set up a nice corner for myself in my tiny typical student room and every morning when I had nothing to do, I would go in, pretend to consult a client, hold staff meetings and so on. This helped me see how things would be if I were sitting across from an actual client. 3. Shadow other existing businesses Enquire with a similar business and take notes on how they respond to you. I promise you it’s not as shady as you might think. This step will allow you to, if you haven’t yet, come up with a niche/speciality for your own business. Once they respond to you, or if they don’t at all, you can spot what you can incorporate in your business systems to better serve potential clients. Think of it as industry research, because it pretty much is just that. For a month or two, I analytically and critically followed one particular PR firm. It was during that time that I started spotting trends on their Twitter timeline. I started learning about things like status meetings and press release drafting sessions, things I had never thought about. The whole shadowing journey guided me in the right direction, I began seeing exactly how you handle your clients as a publicist and how you navigate the different divisions around such an account or campaign. [bctt tweet=”Shadowing existing businesses in your niche is not as shady as you’d think” username=”SheLeadsAfrica”] 4. Develop an operating system This step isn’t as easy as you’d think, but it is completely manageable if you give it enough push. When developing your systems, think long-term, you want these systems to become a tradition and lifestyle for your business. Although it is referred to as one big system, the truth is, a business system is made up of many small systems that are tailored according to the different interrelated divisions you identified in step 1. No think about it, it’s really not as confusing. Let’s take a step back to the cake example, these small systems would be how you prepare your ingredients before you mix them in. Before you mix cake batter, you would have had to mix the liquids and dry ingredients separately. You also can’t mix the icing and
SLA’s Career Strategy Guide
Heard about a career strategy but not sure how to go about it? We’ve talked about this before. How can you not have a career strategy? SLA contributor Tamaan Wilkinson, schooled us on the importance of having a career strategy. You need to know off heart the steps that you’ll be taking to become the boss of your career. This new guide will help you strategically plan and achieve your career goals. Topics this guide will cover: Setting your career vision Determining the skills you need for your career What to do if you don’t know what your career goals are It’s all because, we want this to be you: Complete with worksheets, space for reviews and lots of ideas for helping you get that career that you’ll love, this guide is must have for all women who want to be #MotherlandMogul bosses. Getting access to this guide is easy: just fill out the form below to join our community and get access to this guide, as well as AWESOME weekly content. SLA’s Career Strategy Guide Sign up for free access! First Name Email City Country –AfghanistanAlbaniaAlgeriaAmerican SamoaAndorraAngolaAnguillaAntigua & BarbudaArgentinaArmeniaArubaAustraliaAustriaAzerbaijanBahamasBahrainBangladeshBarbadosBelarusBelgiumBelizeBeninBermudaBhutanBoliviaBonaireBosnia & HerzegovinaBotswanaBrazilBritish Indian Ocean TerBruneiBulgariaBurkina FasoBurundiCambodiaCameroonCanadaCanary IslandsCape VerdeCayman IslandsCentral African RepublicChadChannel IslandsChileChinaChristmas IslandCocos IslandColombiaComorosCongoCook IslandsCosta RicaCote DIvoireCroatiaCubaCuracaoCyprusCzech RepublicDenmarkDjiboutiDominicaDominican RepublicEast TimorEcuadorEgyptEl SalvadorEquatorial GuineaEritreaEstoniaEthiopiaFalkland IslandsFaroe IslandsFijiFinlandFranceFrench GuianaFrench PolynesiaFrench Southern TerGabonGambiaGeorgiaGermanyGhanaGibraltarGreat BritainGreeceGreenlandGrenadaGuadeloupeGuamGuatemalaGuineaGuyanaHaitiHawaiiHondurasHong KongHungaryIcelandIndonesiaIndiaIranIraqIrelandIsle of ManIsraelItalyJamaicaJapanJordanKazakhstanKenyaKiribatiKorea NorthKorea SouthKuwaitKyrgyzstanLaosLatviaLebanonLesothoLiberiaLibyaLiechtensteinLithuaniaLuxembourgMacauMacedoniaMadagascarMalaysiaMalawiMaldivesMaliMaltaMarshall IslandsMartiniqueMauritaniaMauritiusMayotteMexicoMidway IslandsMoldovaMonacoMongoliaMontserratMoroccoMozambiqueMyanmarNambiaNauruNepalNetherland AntillesNetherlands (Holland, Europe)NevisNew CaledoniaNew ZealandNicaraguaNigerNigeriaNiueNorfolk IslandNorwayOmanPakistanPalau IslandPalestinePanamaPapua New GuineaParaguayPeruPhilippinesPitcairn IslandPolandPortugalPuerto RicoQatarRepublic of MontenegroRepublic of SerbiaReunionRomaniaRussiaRwandaSt BarthelemySt EustatiusSt HelenaSt Kitts-NevisSt LuciaSt MaartenSt Pierre & MiquelonSt Vincent & GrenadinesSaipanSamoaSamoa AmericanSan MarinoSao Tome & PrincipeSaudi ArabiaSenegalSeychellesSierra LeoneSingaporeSlovakiaSloveniaSolomon IslandsSomaliaSouth AfricaSpainSri LankaSudanSurinameSwazilandSwedenSwitzerlandSyriaTahitiTaiwanTajikistanTanzaniaThailandTogoTokelauTongaTrinidad & TobagoTunisiaTurkeyTurkmenistanTurks & Caicos IsTuvaluUgandaUnited KingdomUkraineUnited Arab EmiratesUnited States of AmericaUruguayUzbekistanVanuatuVatican City StateVenezuelaVietnamVirgin Islands (Brit)Virgin Islands (USA)Wake IslandWallis & Futana IsYemenZaireZambiaZimbabwe Opt in to join the SLA Community Submit Congratulations! Now go be the CEO of your career! Get your guide HERE .
Why research in business should be a daily routine
One of the very first lessons I learnt about entrepreneurship, is that if I don’t do it, someone else will and that once you do it, everyone else will. Let me break it down. The first lesson is probably much easier —someone will, eventually, spot the gap in the market and attempt to fill it. The latter is the lesson a lot of start-up entrepreneurs don’t want to think about. That once you decide to fill that gap, soon everyone else (and trust me, some of them have been sitting on the idea waiting for someone to do it first) will. This is because you are their case study and now they know the idea does in fact work. A typical first response is usually, “that’s my idea!”, when in fact, we should be thinking about the opportunity that it presents. The good news is, if you’re already thinking ‘competition’ and ‘unique selling point’ then you are halfway there. The answer is research, constant research. From my early high school days, I was obsessed with research, particularly on the Internet. It started with me always wanting to have the answers, because I hate not knowing. Gradually, it became a very educational and growth-fuelling hobby. Research, although mostly associated with reading, isn’t limited to that. Depending on the industry and sector you want to operate in, it could include you physically getting out of bed and attending seminars or, chilling by the Mall of Africa, watching how people walk, talk, laugh or studying what they are wearing, which shops they visit first and how they arrived there or, stalking interesting people on Twitter. The business environment is ever-changing and to get with the times, you need to research. Whether you are an aspiring entrepreneur or an established one already, there is always room for growth and improvement. Research in theory You may not know it, but there are many forms in which research takes shape outside of Google and Yahoo, and these are three of the absolute favourites right now: Social media Yes, it’s not just about the number of likes on your latest pic. Facebook, Twitter and even Instagram can be a huge source of information. It allows you to tap into your (potential) ultimate client/customer’s mind. You will know what they are thinking and what they want —all of this is embedded in everything they complain about, decode it. It can also be a very good way to see how your closest competitors have positioned their products and services and learn from that. Trends grow on social media, if I see someone with a 10k followers wearing yellow jeans, I want to buy them. Keep an eye on people with huge followership and influence on societal behaviour, these are people commonly known as ‘twelebs’ and ‘felebs’. Blogs The beautiful thing about blogs is, the research is actually done for you (but be sure to verify, remember, if it’s my blog, I can put up anything I want). Bloggers usually bring the newest trends onto their blogs for their readers, if you comb through their content, you will find that they are communicating to you the gaps that are opening up in the market. Video driven sites like YouTube Although most people would instantly associate YouTube with music videos, there is a lot more to it. Tutorial videos and even more serious documentaries are put up there, it is a great source of information for when you’re looking to do something like write a book or even start a blog on a related subject. Research in practice Lerato wants to start an online channel but she doesn’t understand how it could be financially sustainable for her. Also, she has no idea what kind of content she wants to put up on her website/channel. What can Lerato do to help solve her dilemma? Correct, research! 1. Use the resources you have Lerato has a Facebook account, but now that she knows she has to research, she doesn’t know how Facebook can be used to do that. Easy, the answer is trends. First, she needs to zero in on a subject. Does she want it to be a health site, lifestyle, entertainment or news site for example? For that she can visit sites that already exist to see which she feels is more for her. Let’s say she chooses a self-help/DIY type of site. 2. Ask and answer the right questions That’s where social media comes in, what do people need help with? Lerato will now study the questions people post on Facebook or tweet on Twitter. She will also check how many of them get the answer they are looking for and how long it takes them to. Not only is this research in terms of content, but it also allows her to see if there really is a market for the site and if it will be more effective and efficient for the user to go to her site instead of asking for help from his/her friends on Facebook. Once she is done with her decision, she goes to Google and types in “start an online DIY site”. Voila, a link to an article about how to make money from such sites comes up. Of course she clicks on the link, now she knows where her revenues will come from. 3. Don’t stop researching A few months later, Lerato’s site, From Your Toolbox, is ready for action. It is an instant hit with her friends and followers, with amazing readership ratings. Soon she starts receiving requests for advertising space, nothing can stop Lerato now. One day, on her timeline however, she learns that her friend has started an entertainment news site and instantly she is shaken. What do you think Lerato does to deal with this development? Lerato doesn’t like fighting, so no. Instead, she uses the resources that are available at her disposal. And that is how she gets into the culture of research, following new trends and
Spinning straws to gold the Coco Chanel way
“Beauty begins the moment you decide to be yourself” – Coco Chanel Ever felt a scent so distinct, so exotic and yet so familiar that it makes your head spin? That is what Chanel number 5 perfume does to you. The best-selling perfume in the world, and yet so few of us know the story behind this liquid gold…or the mastermind behind it, Coco Chanel. Coco Chanel is one of the most influential entrepreneurs of all time, but very few people know the story behind the brand. And when they do, they do not approve of it very much. Nevertheless, her brand, which she started with meagre savings before World War II was an estimated $118 billion in 2015. That’s right, Motherland Moguls. That business has been tested through the worst times in the world, and it still came along with a lump sum. The backstory Coco Chanel, born Gabrielle Chanel to a poor French peddler and a shop girl. Her mother died, her father ran off, and she was raised in a convent. When she turned 17, nuns got her a job as a seamstress. But since she secretly wanted to be a singer, she went and tried that out but failed miserably at it. She later rejoined the fashion world after Etienne Balsan helped her out with a dress shop in Paris. She expanded the shops, and chose to dress women in her form of rebellious dresses, rather than the puffed up dresses ladies dressed in back then. It’s the classic Cinderella story. My mother always told me that there is nothing new under the sun. There are so many lessons we can learn from Coco Chanel’s marketing and branding skills, and how to tough it out in times of war (literally in her case). Here are some lessons I’ve learnt from Chanel’s legacy. Brand yourself early in your business Coco Chanel knew that she wanted luxury, but practical. And everything that she made carried her name along with it, with its simplicity and elegance. She started out with hats and putting her two relatives to strut on the street as a marketing strategy. Make it stand out If and when you do choose to have a distinct look or brand, make it scream so loud that it represents you despite your absence. Chanel made her looks using cloth that was originally used for men’s underpants. She made her perfumes unconventional from the flowery scent that was used by ladies then. She invented the little black dress. And with each one of her products, she made a statement without screaming to the world in words. It does not matter where you come from What matters is where you are headed. How many times have we heard this slogan, huh? Coco Chanel made it true. And to escape poverty, she worked herself off using everything that was thrown at her. What excuse could you give not to make a difference? It is never ever too late to make a comeback.. …and slay while doing it. Coco shut down her business for a while after her brand plummeted under allegations that she was harboring a German spy during the war. After a long time out of business, she decided she wanted to rejoin the fashion business…at 70 years old! Even though she failed that first year, she did not give up. She put her big girl pants on like the woman she was and conquered it…again, at 71. I think all women need to have this kind of rebellious attitude to succeed in business. There are no words that can put this woman’s actions and life into justice. We need to applaud women of the past that have shaped the world and learn from them. Women that knew themselves so well, that they span themselves into a legacy. Coco Chanel should be at the top of that list. Jusqu’à la prochaine fois, Motherland Moguls! “Everyday is a fashion show and the world is your runway” – Coco Chanel
5 business lessons from Angry Birds
Any Angry BirdsTM fans reading this? Game or movie, whichever tickles your fancy? Well, I am an avid fan and with my recent addiction —or should I say penchant— to the league tournament game, Angry Birds Friends, where we complete online ‘globally’ (pauses to laugh at such an interesting hobby), I found myself ruminating over some business lessons. These angry birds have something to teach us as they deal with their foes, the bad piggies. Let’s get angry, I mean, started! 1. Put your ducks in a row or if you prefer, arrange the birds wisely behind the catapult This is the bit you prioritize on your strategy from the business plan. What comes first? Leasing office space or testing the market? When playing angry birds, the birds are aligned for you such that you cannot pick red before yellow. If yellow were to be fired on the catapult before red, it would change the dynamics of winning. Create a list of priorities and shuffle it accordingly according to internal and market conditions. 2. Understand the role of each bird When playing this game, each bird has its own unique ability. This also goes for you, I bet you’ve identified your strong point by the time you launched. The yellow bird (Chuck) can zoom in at a high speed and is good with wood destruction. The little blue birds can be fired into 3 and deal well with glass. The black one (Bomb) is a bomb in waiting and is perfect for blowing stone. The small red one (Red) can be fired to mid-range distances. The big red bird (Terence) is bulky and is good for close range mammoth destruction. The white one (Matilda) doesn’t fly so far but it can drop an egg and destroy whatever lies above with its head. The green one is fantastic for hidden spots because it works almost like a return boomerang. Back to business, what is the objective of each strategic action you take and what will it be good at achieving? If you are launching an app, you could decide on a market sampling storm, then online advertising and finally traditional advertising. Or if you’re launching a clothing boutique, you could open with premium unique designs that you know consumers are looking for and consider offers later at certain peak seasons instead of the other way around. What comes first or last and why? Sometimes though, this is an egg-before-the-chicken, chicken-before-the-egg phenomenon! So be careful. 3. Save some birds, where possible Now, the objective of this game is to use the least number of angry birds to destroy the bad piggies. Feels odd typing piggies as I wear a smug face and convince myself that I am writing earnestly! With such a mission, the moves you make need to be smart. You need to visualize the end from the beginning for you to save some birds which is different from releasing them aimlessly. As an entrepreneur, bootstrap is your friend. You need to decide on what you want versus what you need. Do you really need a fancy office space or can you operate from home and save that money for one or two sales personnel? Do you need an accountant or can you handle that in your initial years, seeing that your degree gave you some basic skills? Such pertinent questions and more will help save your ‘birds’. 4. Ignore the grunting pigs The sound effects in this game are quite something. I mean, when you are down to one bird and have three pigs to attack, they begin to grunt and somewhat remind you that you are losing. Then when the game is over and you’ve lost, they snort and grunt even more! In the face of business, you might have some competitor pigs nipping at your heels or get to a point where some of your family and friends are not being very supportive. You will need to remind yourself why you started, what your deepest and genuine motive is and latch on to that. Hang around inspiring like-minded people and don’t let the noise of competition cripple you, unless it’s obviously sending an important signal. As for the naysayers, just make the lipstick redder and keep at it. 5. When you don’t manage to destroy all the pigs, try again, differently. Perspective is the crux of the matter here. If you looked at a 6 from the south, and then from the north, you will see different figures. At times when playing this game, I tilt my phone. I flip it to the right, left, diagonal, maybe 65 degrees, or whatever. I take a moment and rethink my attack strategy. You will have a number of moments like these in business when all you need to do is take a step back and change the plan. It is okay that the first plan didn’t go as expected, you learnt something. You are now wiser but don’t waste any more time, rethink and reactivate. Hope you enjoyed this one!
”Stake almost everything”: Go for growth with Bunmi Lawson #SheHive Lagos
With a beautiful combination of effortless grace and muted seriousness, Bunmi Lawson, the CEO of Accion Microfinance Bank spoke to the #MotherlandMoguls at SheHive Lagos. Her advice on growing a business was practical and actionable —it felt more like talking to a very logical, knowledgeable and completely objective friend. The secrets for growth When we think of growth, we often think of it in terms of money. Bunmi defines growth as knowing your passion, how to drive it and what sector you would be most required in. What that boils down to is, to have a vision. – Stake almost everything At some point, if you’re really serious about growing that business, you have to stake it all and make a decision. No one can predict what the “right” decision is, we know. What Bunmi learned in business is that waiting for everything to fall in place does nothing but prolong the inevitable. Eventually, you have to call the shots. – No option of going back The best growth decisions are made with knowledge, skills, and intelligence. These decisions should be solid enough and touch your core values. The moment you know what is most important and you are clear about your priorities, you know there is no turning back. – Get a great team A great team may consist of staff, directors, mentors and shareholders. Whatever you do, be sure to surround yourself with the right supporters. Partnerships are good and never compromise on the quality of staff. Bunmi also shared information on some big breaks, particularly on going to banks for funding, seeking help for your business and making money. – Capital call It may seem crazy to you but banks shouldn’t be your first point of call in raising funds for your small business. Funding a business is always very challenging, but personal savings and support from family and friends should come first. You’ll learn as you go, that this is definitely a lot stronger than getting a bank loan you may never be able to pay back! – Technical Assistance Before you can achieve the perfect business, you absolutely must get the right ”help”. The key to maximizing the effectiveness of any venture is to know how things work. A well-planned business can also instantly move from drab to fab. Don’t underestimate the power of really knowing what to do. – Economic growth At the end of the day, you’re in business to make money, right? Then, start making some, no matter how little or scarce your resources are. Bunmi’s final words to young #MotherlandMoguls was this. Your business may be growing super fast but if you don’t manage growth well, you’d spread yourself too thin and burn out. Always keep this in mind as you continue on your way to business success. If you enjoyed reading this article then the next best thing is to be there in person for #SheHive Joburg!
“You need guts and discipline”: Finding new customers with Idonrenyen Enang #SheHive Lagos
SheHive Lagos brought together the best of the bunch and of course, our speakers were just as awesome. The distinguished marketing practitioner and former Managing Director of L’Oreal West Africa and Samsung West Africa, Idonrenyen Enang was one of them. With a career spanning almost three decades in several key positions, Idonrenyen has a wealth of experience in several areas. This includes brand management, marketing management, strategic planning, organizational redesign and more. He showed us how to take the headache out of finding new customers and never lack them again. And we just couldn’t resist sharing some of these lessons with you! What marketing really is You see, marketing isn’t about sponsorship and advertising. The whole essence of this shouldn’t be lost on you. Marketing is actually about identifying a need and making money out of it. In between this, is the supply chain. Of course, you’re an entrepreneur and out to make money. But there are so many different things to do in order to get people to actually cough out money for that product or service, no matter how good. There has to be some transfer of value and that’s where profit comes in. Here’s the thing; there’s no way to handle this except by really knowing how. And even if you could, you would drive yourself crazy trying to keep up with everything, wouldn’t you? So, how do you snake around such a problem? Go to the shrine Start-ups typically have short menus at their disposal but you need to broaden your scope. Your menu should include advertising, strategy, branding, research and internet. Everyday should be research day. Why didn’t she/he come for a purchase today? Why did they not like our product/service? That’s how the mind of a marketer should work. It may feel a little overwhelming getting people to patronize your products or services in the current recession but it is the best time for creativity and innovation. In fact, this is the best time to launch a business. Understanding consumption and purchase occasions is the basis of a successful sales strategy. In addition to this, you need to determine the following. The who of marketing —discipline This is about you. You simply need to be a rebel. Lots of guts and discipline are needed to increase patronage of your brand. The what of marketing Basically, the what is about metrics —numbers. If you can’t triangulate numbers and make them speak to you, then your investments might just go down the drain. For example, the reason why you use a particular brand of toothpaste is the physical satisfaction you get from it. After this stage, comes the emotional attachment. The whole experience is where that brand gets a hold of you and that’s brand equity metrics. The why of marketing —the essence The idea is to market the essence. You need money and every stakeholder needs value and satisfaction. You’ve got to meet somewhere between the two. The how of marketing Now, you may have the best product or service there is in town but marketing doesn’t stop there. You’ll need to rightly position yourself by consistently improving on your customer experience. There’s an art and science to delivering to the end user. Positioning tells you what type of product to innovate, how to improve on it and what sponsorship to ask for. Finally, Idonrenyen shared 5 keys to tracking performance, remember them. Availability Merchandising Space/equipment Price to value Quality And there here you have it, ladies. Entrepreneurship may seem hard but knowing what to do is essential to finding new customers. When building a business, give yourself every advantage that you can. Try these ideas by Idonrenyen and we bet, business will be easier! What could possibly be better than participating in the #SheHive action? Actually attending the next one, obviously. See you in Joburg!
3 things to consider before changing jobs
So, maybe your current employer is not bae or you have another suitor knocking at your door. Whichever the case, there are key elements you need to look at before jumping ship or looking for greener pastures. These elements might be in your best interests in the long run. 1. Is it in line with your future goals? Compensation and monetary benefits are always, most likely, our first motivating factor when looking for a job. However, once you do get a career that pays you more than peanuts, you might slowly realize you are not really cut out for it. Especially if you are not meant to be in that field. You will be comfortable for a few months but that itch to leave will come back sooner than you can say rands and nairas. When looking to changing jobs, you might want to look at what you really want to do with your career path. Think beyond your current needs. 5, 10 even 15 years from now is that better-paying job something you would still want to be doing then? Is it in line with your values and vision for your career? Have you even thought about your career beyond your current situation? Evaluate your career choice and what you want to do before putting cheddar first. 2. Is it flexible? Sure, it’s cool to occasionally spend an extra few hours at a job, finishing off a project. But you may never realize the time constraints of a new environment and new responsibilities. If you have aspirations of starting other side hustles, you have to give it a lot of thought. Will a new job allow you to be able to push the passion projects you have on the side? Beyond the obvious benefits of a new job and the fringe benefits, you need to consider your own development and growth. Will you have time to pursue a short course, start a business, read SLA articles or listen to a webinar? Your time is an asset that is more valuable than you think. Consider your current projects and if your new job would allow you to still fully commit to them and their success. You have to know what you value as important before making the big leap. 3. Will you grow? Yeah, you want a new job cause you get to work in a company your mom has actually heard about and will be able to tell her friends about without embarrassing you. However, some employers will not necessarily give you the growth opportunity you are looking for. You might not be able to flex your creative, innovative or strategic muscle if you are a small cog in a big machine, even if the machine isn’t that big. You want to be able to move to a career that will allow you experiment, learn and grow and hopefully apply your expertise. This is not always ideal or realistic. However, you do not want to end up feeling stunted and unappreciated which is bad for both you and your employer. Consider asking people who already work for that employer about their experience. Ask about the opportunities available for growth and if they consider employees an important asset. Thinking about it first and laying your options beforehand will definitely help you. You’d be able to make a more informed and prepared decision than if you had not. Happy job hunting.
Let’s pitch your business, shall we
A pitch is a 30 seconds monologue of what you do, why you do it, and how your work is innovative or unique. People have short attention spans and busy calendars, so you want to have a clear, brief, and enticing pitch prepared. Your pitch will ensure that you make the most of every opportunity, and present your commitment and yourself in the best light possible. You may be wondering what an elevator pitch is. An “elevator pitch” is a concise,carefully planned, and well-practiced description about your business that your grandmother should be able to understand in the time it would take to ride up an elevator from the 10th floor to the ground. Wherever you are networking; meeting with funders, writing a grant application, or riding an elevator with someone you want to impress, you should have a pitch prepared. To create a pitch, imagine this… You meet Glenda on the 10th floor. Glenda is a potential partner and she asks you about your business, describe it in a way that is unforgettable and stands out. Now, follow these steps. Condense Select 4-8 specific keywords that describe your business. When you select, be authentic and original. Don’t try to be who you are not or use words with unclear meanings. Organize The simpler the sentence, the better. How can you organize your keywords into an idea in the least number of words? Inspire The sentence should remain at the heart of your pitch. However, to effectively engage your audience, start with a brief description of why.This can be useful if the issue you are seeking to address is complicated, the listener will understand why as you explain what you do. Expand (a little) You can add several sentences to your pitch that answer who, what, when, where, why, and how, but remember to be concise. Practice The only way to ensure that your pitch goes smoothly is to practice (a lot). Record yourself while practicing to make sure you’re presenting yourself and your commitment well. Practice with friends, in the end they should be able to echo the key points. Think about the questions people may ask, and prepare your answers. Now, here’s what to do when delivering a pitch. Audience/Objective The first thing you need to do is figure out who you are talking to and what you want them to do for you. Are they potential funders, volunteers, or partners? This will guide your pitch. Problem statement The challenge you intend to address is important, but you shouldn’t dwell on it extensively. Quickly outline the issue, then explain what you are doing about it and why. Competitive advantage Explain the aspects of your commitment that differentiate you from everyone else. Address how your commitment is new, specific, and measurable, and why you are positioned to tackle the challenge your business addresses. A business needs to clarify what sets it apart; its own “purple cow”. Something that is unique in a crowded market. Storytelling Humanize your work. Pick an inspiring and engaging story that supports your pitch, steer clear of jargon, and demonstrate why your commitment matters. Always have stories ready when networking. Next steps You didn’t spend all this time preparing for nothing. Ask for a business card, a follow-up call, or an opportunity to send along more information. Think of a way to continue your engagement after the conversation ends. Always follow up promptly, within three days at most. In conclusion, determine what success looks like to your business and leverage the right communication tools. Small businesses often think they need to be on every social media platform to keep up. Businesses should first define what it considers to be its success; and then pick the tool that best tells this success story. This tool may be a monthly newsletter, a slideshow of impactful images on your website, or a blog post or narrative video that can be shared on Twitter and Facebook. Don’t be caught without your pitch ready!