Eficaz Movers CEO, Ben Imara (Image: Supplied)
Imara Benedict Oghenero, is an IT expert, entrepreneur and Eficaz Movers CEO, a logistics company focused on household, office and warehouse moves. In his Interview with Alaba Ayinuola, he shares his journey into entrepreneurship, the bottlenecks from government regulations, he also pointed out that the movers industry remains untapped. Excerpts.
Alaba: Could you briefly tell us about yourself and your entrepreneurship journey?
Ben: My name is Imara Benedict Oghenero, I was born in Ughelli, Delta State and grew up in Lagos. I am the 4th child in a family of five. I attended Houdegbe North American University where I obtained a Bachelor of Science (BSC) in computer science. I started working in the IT department for QX solutions, a company that deals on car tracking devices. My entrepreneurship journey started in 2019, when I founded Eficaz Movers Limited.
Alaba: What inspired you to launch Eficaz Movers and how do you operate?
Ben: In July 2019, I was about to move to a new house, so I decided to search for moving companies and I found a particular company that carried out the move for me but when they finished moving my stuffs, I found out most of my properties were damaged. So that evening it flashed in my head, why not start up a moving company of my own, so I started my research immediately and that was how Eficaz Movers Ltd came about and decided people deserve extremely good standard in moving services.
Moving can be a stressful task, so Eficaz Movers Limited can make the experience fun and seamless, we do Apartment, Office and Household moves (whether you need to move your office, industry facility or warehouse) Eficaz Movers Ltd is your one stop.
Alaba: Kindly share some of the challenges and successes since you launched?
Ben: Like every business, there are always challenges when setting up/running a business. We have had some challenges in the past that set us back a little when I started the business, however to mention a few, Driver Shortage, Government Regulations, Complexity of deliveries are some of the challenges faced in the business.
I think our major success happened in the year 2020. We were able to carry out a total of 45 household moves, 7 office relocation and 23 store deliveries for the year ended December 2020, which generated some loyal customers of our’s till date.
Alaba: What is the current state of Eficaz Movers and the steps you took to grow the business to where it
Ben: We are currently among the top 5 moving companies on the Lagos island environs (Lekki, Ajah, Ikoyi, Victoria Island), with a staff strength of about 15 people, However we are looking forward to growing the business to become one of the top 5 moving companies in Nigeria.
Some of the steps I took included; recurrently training our staffs to become specialized professionals in their fields, increased our social media presence as that has proven to be a major catalyst in influencing consumer decision making and I must say the evolving/increase in technology has also contributed to the growth of the business.
We also improved our customer care/relationship with our clients as well as improved working environment for the staffs.
Alaba: A number of African “Uber-for-trucks” platforms have emerged in recent years. How competitive is this industry?
Ben: That hasn’t really affected our business a lot. It’s quite competitive but the modus and standards in which we carry out our job is outstanding and it set’s us aside from others.
Alaba: What are your expansion plans and future for Eficaz Movers?
Ben: I’m looking forward to a more bigger work space and storage facility, opening few other offices in area’s where we are mostly demanded. Expand with more staff strength as well as trucks and other equipment to increase efficiency. The future of Eficaz Movers is to become a household name when it comes to relocation services in Nigeria. We want to become your go to place when you think relocation.
Alaba: Describe the toughest situation you’ve found yourself in as a business owner.
Ben: The toughest situation I have found myself in will be one time when we were just training some new employees in the parking/loading department in the year 2019, a customer’s valuable was damaged, it was a tough period for me as the business was still new and barely generating profit, so I had to ensure the customer’s valuable was replaced in due time.
Alaba: How do you feel as an African entrepreneur?
Ben: I must say it’s not easy being an African entrepreneur because there are a lot of barriers, government regulations that act as constraints to your business but there’s also a lot of potential in the Africa market that is yet to be exploited.
Alaba: If you had the chance to start this business again, what would you do differently?
Ben: I would probably increase the marketing budget higher than I predicted when I started the business, infuse more social media awareness/marketing, I will also improve the level of training offered to our then new staffs.
Alaba: What is your advice to young budding entrepreneurs in Africa?
Ben: Starting small appears difficult but it’s a step ahead of those who don’t dare to try, keep putting effort in what you do and stay consistent.
African Diaspora: The face behind the only Black woman founded and led ice cream brand in Amsterdam
African Diaspora, Nekeia Boone is a senior UX and tech manager turned ice cream entrepreneur. Originally from Harlem, NYC, she created her brand, Tudy’s Kitchen in the midst of a burnout, family tragedies, personal health issues and a pandemic. Named after her Grandma Tudy, she dedicate this brand as a legacy to all that she did for others – and in gratitude to all that she’s done for her. Tudy’s Kitchen is a Black woman founded and led ice cream brand based in Amsterdam. Their flavors are a delightful surprise, turning traditions right side up. Sweet and savory is umami heaven in their book – and often the star of the show in their handmade desserts.
Tudy’s Kitchen is using fresh, locally-sourced ingredients, while creating business opportunities for underrepresented groups. Particularly womxn and people of color, is at the heart of what they do. As such, Tudy’s Kitchen has a strong bias to collaborate with people who come from these groups. And partner with entities who believe in these values, to help them build their brand.
In just a few months, they have taken production literally from her kitchen into Kitchen Republic, a startup space aimed at helping food and drink entrepreneurs start and grow their businesses.
Currently, Tudy’s Kitchen is sold at Sterk Amsterdam, a speciality shop with a host of unique international products. And coming soon, they hope to kickstart their own webshop, along with having their products available on a variety of delivery apps.
The above have already proven useful in helping them scale up production, gain greater brand awareness, and attach new customers. But limited funding has created several roadblocks in helping them fully realize these efforts.
Goals and timeline
In the first six months of launch, they’ve established two key goals:
- Create brand identity and establish awareness.
- Tap into opportunities that allow them to scale.
Their approach to scaling this business leverages the small-step philosophy. They are currently doing this by:
- Setting small, measurable and achievable goals.
- Quick roll out of product to the market.
- Gathering data from customers to validate their efforts.
- Then iterating, improving and rolling out again.
In taking this approach, they envision success at the end of the six-month period to include, but not limited to:
- Boosting sales, having reached their target audience via multiple platforms (e.g. food delivery apps, new retail locations, Tudy’s Kitchen webshop).
- Building their social media following to a minimum of 1000 new followers.
- Increasing number of mentions in publications (e.g. digital or print), influencer pages (e.g. food bloggers), and/or other marketing mediums, creating an uplift in brand awareness and sales.
- Expanding the team to include support staff (sous chef, cleaning crew, dedicated delivery service), more creatives (designers, writers, stylists), and operations (financial planning/analysis, logistics, strategists).
- Generating enough data (e.g. via surveys, product reviews/feedback, etc) to establish goals for the following six-month period.
- Creating financial stability for the brand to cover operational costs (e.g. rent, equipment, etc) and to pay the many volunteers the money they deserve for helping us get this far.
Let’s keep that momentum going strong and help them African Diaspora bring it home! Support her
Margaret Adekunle, Founder of the first Black owned Canadian company with a branded secured credit card
Margaret Adekunle is the Founder and Chief Executive Officer of City Lending Centers, a credit building solution company. She has worked in the banking industry for 20 years, and her passion for progress and dedication to her community has been universally praised by Friends and Colleagues alike. Margaret has seen the struggles immigrants face and experienced them firsthand. Driving her forward to take action and uplift her community, so that nobody will have to endure their struggles alone. She founded Immigrants Inclusive Credit to tackle the complex struggles with systemic racism and financial insecurities that immigrants are forced to adapt to as they integrate into the Alberta ecosystem.
A Diversity and Inclusion Strategist and the Founder of ATB Black team members Network. The network that advance the Inclusion of Black team members by providing development opportunities and creating diverse talents throughout the organization. Her vision is to create a pathway to leadership for all underrepresented groups.
Margaret Adekunle is committed to bringing Inclusion, Diversity, Human Right and a Sense of belonging to the forefront through education and community initiatives. Teaching and mentoring new immigrants on how to adapt to the Canadian workplace culture is a cause that has been fulfilling for her.
About City Lending Centers (CLC)
City Lending Centers (CLC) is a custom credit building solutions that help you take control of your finances. And helps you get a good credit score, and a high score means better loan terms and lower interest rates on lending facilities such as loans, mortgages, and lines of credit. CLC helps build new credit, improve existing credit scores and fix damaged credit.
With over 21 years of experience helping customers rebuild damaged credit, build new credit, get out of debt, and save more. A company of former bankers with branch management experience and equipped to advise on all areas of money management. They understand how credit scores work, and can help you improve your credit scores faster. Also, they understand that financial strain could impact mental health. Therefore, provide free credit counseling and mental health evaluations through their partners.
They offer a secured credit card that works like any other card that helps build credit. CLC’s secure credit card helps customers create new credit or rebuild damaged credit. The only difference between CLC’s credit card and regular credit card is that clients pay an upfront deposit to secure their credit limit. CLC reports all payments to credit bureaus similar to the bank’s process. Clients are be expected to make their monthly payments promptly.
Shalom Lloyd: Building A Skincare Company on Valuing Healthy, Ethical and Sustainable Living
Shalom Ijeoma Lloyd is an award-winning, senior business professional, with over 25 year’s experience in the pharmaceutical industry. Shalom is the Founder of Naturally Tribal Skincare, a natural chemical-free skincare company built on valuing healthy, ethical and sustainable living whilst empowering African women. She holds several NED positions on the Milton Keynes Chamber of Commerce and SEMLEP boards. Alaba Ayinuola had an amazing opportunity to ask Shalom a few questions. Time to discover Naturally Tribal.
Alaba: Hi Shalom, could you briefly tell us about your journey into entrepreneurship?
Shalom: In 2014, after four cycles of IVF, I gave birth to my twins, Joshua and Amara. My son Joshua was covered in eczema. As a pharmacist I understand the value of medicines in our life, but I tapped into my African roots. After experimenting and mixing in my kitchen, I stumbled across the right formulation. Three days later Joshua’s skin cleared and this was the birth of my company Naturally Tribal Skincare.
With Shea Butter being my main ingredient, this journey led me to build a Shea Butter processing facility in Niger State, Nigeria, where we employ and empower our women. In addition to being a supplier of proudly made in Nigeria Shea Butter, I source my ingredients ethically from there, and then bring them into the UK to manufacture, formulate, test and distribute the finished products.
Today, Naturally Tribal Skincare is stocked in Harrods Beauty. So, if you are looking for quality unrefined Shea butter and great natural skincare products, Naturally Tribal Nigeria is able to supply that.
I am also one of the directors of JE Oils, a state of the art Shea processing facility based in Gwagwalada, Abuja!
In 2018 I co-founded another amazing company called Emerging Markets Quality Trials. Although black people represent about 17% of the world’s population, less than 3% of us are involved in clinical trials, so this company, eMQT, focuses on bringing diversity into clinical trials. It gives African patients access to medicines and African healthcare professionals the opportunity to be part of global trials. It also gives pharmaceutical companies access to a great patient population.
So all roads in my entrepreneurial journey seem to lead back to Africa, which makes me proud of my British African heritage.
Alaba: What are your offerings and the problem you are solving?
Shalom: Our offerings and solutions are;
The Nature lover: Our products speak to the nature lover who is passionate about plant-based power. These are the natural skincare lovers, the vegan and cruelty free skincare lover who is passionate about our environment and planet.
The luxury skincare and beauty lover: We speak to and cater for the results driven and luxury skincare lover who appreciates our use of ingredients with the power to battle wrinkles and tighten the skin naturally.
For skin conditions: With around 900 million people in the world suffering with a skin condition, skin diseases remain a major cause of disability worldwide. We are changing the narrative and will be the leading global natural skincare brand for customers with skin conditions as well as customers who want to maintain their skin as nature intended. From consumers with skin conditions to those undergoing medical interventions that will impact the skin.
Alaba: What is your main product and its pivot story from founding to the current state?
Shalom: YARA Body Food is the product that started Naturally Tribal Skincare so I guess you can call this our ‘hero’ product. YARA is special because it worked for my baby and gave me the confidence to start the company. Hence, the name YARA which in Hausa means children. It depicts love, care, protection; making it amazing for the most sensitive skin. Made with high quality unrefined Shea butter, our YARA is packed with natural goodness. It annoys me when we sometimes turn our noses at the scent of the liquid gold that is Shea Butter not realising the jewel we have.
Alaba: How have you attracted users and grown your company from the start?
Shalom: When customers see us, they can see themselves as part of our journey because it’s not about the glitz and glamour but more about the substance. The value one brings to the table and the impact we have on skin, on our planet and on people’s lives.
Hard work, tenacity, resilience; these are not just words! We have a long way to go but having the right people with the right mindset and who share my passion has helped the company grow. When you do something that solves a problem, impacts lives, and have fun in the process, that is a winning formula. On the business side, understanding my numbers (which does not come naturally). Defining my supply chain and knowing one’s position in a crazy, beautiful saturated market helps a lot.
Today, Naturally Tribal Skincare is a proud United Kingdom Department of International Trade Export Champion!
Alaba: What are the challenges and achievements since you launched?
Shalom: Finance was of course the main challenge. I had to remortgage my home to start this business but it has been worth it. Building the factory in Essan required investment and I am honoured to be working with investors who are also colleagues and friends. I wish I had mastered communication and people skills earlier in life. Involving and working with the right people from the start would have saved me a lot of pain. But going through this process throughout my journey has taught me some valuable life lessons.
The greatest achievement is seeing the proud look on my husband and children’s faces. That feeling that the sacrifice has been worth it. 2021 is the year our products launched in Harrods and that is such a big deal for me and my amazing team. We are exporting more, and have been able to complete the formulation of our facial and hair care products.
Alaba: Why are you so passionate about Nigeria and Africa at large?
Shalom: Naturally Tribal Shea butter supply chain is an impressive demonstration of my love and passion for Africa. It has been a journey of ‘Ethical Sourcing and Empowerment’ Pillar. The Shea industry supports and provides income to over 16 million women across the African continent. My research into potential supply sources led us to Niger state, Nigeria and an introduction to the King of Essan. I fell in love with the Kingdom of Essan and today, the Naturally Tribal group has a Shea Processing facility (with creche and worship rooms) that harvests and processes the shea directly in the region, employing about 22 rural women with plans to employ up to 70 in the future.
Our JE Oils shea processing facility boasts of the fact that all our supervisors are women which is a big deal in Nigeria. Having a facility that produces 400 metric tons of shea butter is no joke! This has created an ecologically sound and sustainable infrastructure, jobs, training and more commercial co-operative opportunities to market and sell shea butter.
Alaba: Can you share 3 things that most excite you about the modern beauty and wellness industry?
Shalom: We are more aware of the impact we have on our planet, more aware of consumerism. So the modern beauty industry is on a journey to impact the 120 billion units of unrecyclable plastic we put out annually. Of course, making money is important, we run businesses after all however, It’s not just about making money it’s also about purpose and impact. We no longer look at wellness as a separate topic, we have made beauty, particularly skincare part of one’s holistic wellness – don’t forget that your internal wellness can manifest on your skin.
Alaba: Where do you see yourself and Naturally Tribal in the next 5 years?
Shalom: Our pipeline is exciting, and we are currently working on our facial and hair care products, using innovative and unique ingredients. We are building even stronger relationships with our current stockists. Looking to grow and expand into the Hospitality industry, partner with great luxury SPAs and make great inroads into being stocked in airline duty free luxury goods.
In 5 years time, I see myself, taking a bit of a back seat and overseeing others running my companies. Enjoying the fruits of my labour with my family and friends.
Alaba: Finally, what is your advice to female entrepreneurs in the beauty industry or first-time startup founders?
Shalom: The journey is tough so do something you are passionate about. NEVER let the lack of finance stop you. Align with the right type of people, be genuine, surround yourself with a great team (no one knows it all). Most of all, ENJOY the ride, bumps and all. The beauty industry is so saturated, so be unique. Let your passion shine and come through. Know your numbers and know the value you bring – never sell yourself or your products short. If you are going to do it, do it well and don’t cut corners.
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