Afripreneur
Izin Akioya: Multidisciplinary, Marketing Expert and Author
Izin Akioya is a multidisciplinary, marketing professional, and author. With nearly 20 years’ experience in roles combining marketing communications, business development, strategy, talent management, government relations, and advocacy. Spanning across FMCG, think tank, consulting, advertising and non-profit sectors. In this interview, Alaba Ayinuola engages Izin on her career, businesses, books and passion for the supply chain industry. Excerpts.
Alaba: Could you briefly tell us about your career-path till now?
Izin: I lead Identiti LLC, a full-service marketing practice, serving corporate and personality brands in the US and Nigeria. Our full-service solutions include; product ideation, brand design, e-commerce/content marketing, change communications, government and stakeholder relations, advocacy, business development and corporate events solutions. I also recently launched Ship Africa Global LLC, to support supply chain development in Africa; accelerate access to global markets for indigenous producers on the African continent. Leveraging technology and strategic partnerships; one of which is its partnership with Supply Chain Africa.
My pre-tertiary career commenced about 20 years ago as a sales representative at Park n Shop, now SPAR. One of the few supermarket chains in Lagos, Nigeria at the time. I consequently maintained several part-time jobs while pursuing a full time undergraduate degree in Economics at the University of Lagos. Culminating in a board executive role with a global non-profit (AIESEC) in my graduating year. That early career entry has been the bedrock of my career growth.
I have had the fortune of a multidisciplinary career, working for and consulting with brands in the fast-moving consumer goods, think-tank, consulting and advertising sectors. In technical and operations combination roles. My work in advocacy fortunately contributed to value added tax policy reform in Nigeria. And I look forward to even more global impact anchored on a practice that embeds change-making along every step.
Alaba: How has your purpose, mission and values shaped your journey thus far?
Izin: Purpose often means that one needs to step out of comfort zones, and adapt a lifelong learning approach. For me, finding room for purpose within my profession initially required industry switching, and a whole new learning journey across related disciplines. The curiosity, intent, and commitment to making that move is the basis of my multi-disciplinary capability. It is behind my ability to effectively support a diverse range of clients, with little or no transition gaps.
My accomplishments in advocacy communications are in direct response to a desire to drive “transformative, empathic and sustainable change”. A phrase that has become my life’s mission. Making the industry switch, setting up a change consulting in 2017 despite little references to the practice in Nigeria, has led to new knowledge and expertise that has strengthened my acumen and contributions.
Alaba: At what point did you launch Supply Chain Africa? What is it set to achieve?
Izin: Ship Africa Global LLC was launched in 2020 in response to a gap I witnessed multiplying in product exporting/shipping within Africa, and from Africa to global markets. Today, that gap remains a limitation to the continent’s export potentials. Due to the absence of affordable logistics, low production and value chain capacity and poor market entry knowledge. Our intent is to bridge these gaps, through partnerships, and technology that supports low cost, readily accessible market access. My dream is to see the realization of the AfCTFA’s intent to facilitate trade within the continent. And to engineer global market expression for African made products and brands.
Alaba: You recently launched two great books. Please tell us more about them and what inspired you to write?
Izin: Mum, Find Love Again, was written to provide guidance on personal identity. A pursuit that I find critical for success in the world we live in. In the book, I share transformational life practices interwoven with true life stories. I explore shame culture, ageism and sexism. Show the play of stereotypes on esteem and attainment, and empower the reader with transformative life practices. The second book “Lili” is a collection of poetry, prose and music, celebrating love, reclaiming identity, affirming mastery and the value of solitude.
Both books drive toward the same defining message. “The singular, critical pursuit of personal identity and purpose in alignment with it”. Coming from a culture of shaming, biases and stereotypes. Seeing their impact on my own behavior, behaviors in my society, and the inherent limitations they subconsciously confer. I felt a burden to bring a perspective on life and living that helps people to break out of self-limiting dependencies and belief systems. By teaching purpose and identity. I hope to enable people to embrace their own truths and find attainment in language and paths suited to them, defined by them.
Alaba: This month hosts the International Women’s Day. What are your thoughts on this year’s theme: #BreakTheBias?
Izin: I could easily swap my book title Mum, Find Love Again for #BreakTheBias. The inherent messages are so in sync that I feel opportune to have launched my book this year. Ageism, sexism, inequalities, racism, abuse, are all steeped in biases. Biases remain the leading root cause of non-inclusion, and therefore sit at the heart of a sustainable gender equity strategy. Progress in gender equity, progress in attaining women’s rights over the coming decades will be contingent on how much progress is made. In dismantling unconscious biases and nuances that drive unequal behaviors and societies.
Affirmative action and increased access to education will provide more women with economic security and opportunity. Yet, these women will continue to contend with traditions, lifestyles and faith systems that entrench biases. As we #BreakTheBias, we redefine culture and shape a new meaning of life and living. I am excited to be alive in these times. I am more excited for a future where #BreakTheBias will no longer be necessary.
Izin Akioya: Multidisciplinary, Marketing Expert and Author
Alaba: What was the biggest “no” you heard in your career, and what did you learn from it?
Izin: Being told that I had to stay on “one path” only, in order to have a successful career has definitely been the biggest NO. To do otherwise, I had to commit to a whole new learning journey. I had to learn that necessity of failure, which was something I was not raised to accommodate. Embracing learning became a way to validate my interests. And inadvertently brought me closer to communities and new relationships that helped me to stay on track.
If you really want to be something, if you put the work behind becoming that something, you soon find the connections and community that enable you to become it. Getting behind one’s dreams is a crucial part of validating, or invalidating them. At best you launch into a new lease of life, at worst, you decide against the idea. Either way, you grow exponentially. This may sometimes mean that one may not “look” successful by the typical signals/markers of attainment. But overtime, I have seen the choice to grow horizontally. Rather than vertically culminate in a solid professional position, options and opportunity.
Alaba: What lasting impact do you hope to have on the industry?
Izin: Three words “transformative, empathic, sustainable change” on people and business.
Alaba: What advice do you have for female executives and entrepreneurs?
Izin: Learning never stops, embrace lifelong learning, get in the forefront of new innovation.
Mary Njoki is the CEO and Founder of Glass House PR, an award-winning pan-African PR firm headquartered in Kenya that offers custom public relations solutions across Africa. She founded Glass House PR in 2012 at the age of 23. Mary has worked with more than 100 organisations, including SMEs/SMBs in Africa, African artists, Facebook, Viber, Paxful, Nissan, and African governments such as Zanzibar and Ethiopia among others through her company, Glass House PR. She has mentored entrepreneurs across Africa through “A Billion Startups, a free mentorship programme that educates entrepreneurs about brand visibility and sustainable development. 11 years after launching Glass House PR, Mary Njoki in this exclusive interview with Alaba Ayinuola of Business Africa Online, shares more on her entrepreneurship journey. Excerpt.
Alaba: Could you briefly tell us about yourself and your career journey?
Mary: I grew up in Ngarariga village in Limuru. I finished High school at the age of 16, but my mother could not afford to take me to University. I found solace in acting, doing some gigs at the Kenya National Theatre to hone what I thought was a fledgling acting career. A year later I gained admission in the university to study Information Technology at Graffins College. It was while here, I concentrated on coding. I then got a job with an IT firm as a marketer, then later a Business developer. I then moved to another IT firm as a Business Executive.
Here, I started volunteering at K Krew and I gained my first experience in the media which ignited my love for Public Relations. Soon after, I moved into a PR agency and it was in between my jobs where I enrolled for part time classes at Daystar University Majoring on Public Relations.
Alaba: What sparked your interest to go into PR and how did you launch Glass House PR?
Mary: After my two jobs in the IT industry and while working at the PR agency, I discovered more about PR and I was determined to find my purpose. Deep down I knew the future of PR was on Digital media. I resigned, determined to start my own company. Initially I wanted Glass House to be a social Media company as I understood technology. I started Glass House PR with an initial capital of Sh6,000 from my savings, a laptop, an Internet modem and tons of optimism.
Starting the company was not easy and the first year of business I did a lot of pro-bono jobs but I learnt alot. I then realized that there was a lot of groundwork needed for my company to gain establishment in the industry. I was a member of Business Networking International (BNI) when I was employed and this network and skills also became my capital. Presently, I have worked with tech giants like Viber,Facebook Paxful,Walt Disney Africa among others.
Alaba: What services does your company offer?
Mary: We are a Pan-African PR Agency, offering PR strategies, media relations and management, digital media communications, event management, we are a whole 360 PR agency that help brands tell their stories through different channels to their audiences.
Alaba: Before venturing into entrepreneurship, what lessons did you pick as an employee?
Mary: I have worked with SMEs, directly working with the founders, I learned and picked different lessons which actually formed the basis of the name Glass House PR. There used to be a lack of communication between us and the management, lack of transparency, and over time one realizes you do not need to share everything with everyone. But I felt that was lacking, and from that I learnt that when I start a business, I have to ensure that there is clear communication with all the public that I am dealing with. Working with millennials and GenZ, I realized the importance of employees’ inclusion, sharing with them the vision and allowing them to see themselves in it. After I resigned is when I realized I was just an employee and I was never included.
Alaba: What lessons have you learnt as a female entrepreneur?
Mary: I have learnt that growth is a process that takes time. Keep discovering and learning every day. Becoming a leader is a process, one has to build a community they can learn from, also lead and leave a positive impact on. I have learnt to walk in wisdom and be more discerning, I have learnt to have boundaries and while disrupting the PR industry, I have previously worked through naivety, which is the major challenge women go through but grown out of it. For one to keep growing, one has to communicate their vision while bringing others onboard.
Alaba: Could you share some of your accomplishments so far?
Mary: I have worked with more than 100 organizations, including SMEs/SMBs in Africa, African artists, etc. I have also mentored entrepreneurs across Africa through “A Billion Startups, a free mentorship programme that educates entrepreneurs about brand visibility and sustainable development. I have spearheaded the conversation of the future of finance in Africa through the annual ADFS summit “The Africa Digital Finance Summit”, which is held in conjunction with governments, regulators, start-ups, and thought leaders from around the world in the digital finance and decentralized finance industries. I have won several awards locally and internationally.
Alaba: How has Glass House PR impacted society?
Mary: I came up with a billion startups, we are yet to grow it to where it’s supposed to be. It is a platform where we have been mentoring entrepreneurs and we hope to do more across the world. Glass house PR intends to help these startups tell their stories, get their market share and learn how to position their brands to their audiences. We have also spearheaded certain conversations in the society like the “The future of finance in Africa” through African Digital finance summit; to redefine value exchange in Africa, inviting governments, regulators, stakeholders and private sectors to discuss this.
Alaba: What’s next for Glass house?
Mary: We are getting into a lot of content production and content marketing. We hope to be part of the people who will shape the future of media and how the future of decentralized media will look like.
Alaba: What is your source of inspiration?
Mary: I draw my inspirations from God, I have learnt from him over the years through practice. Everything I do, people or companies I bring on board, things I walk away from, I seek God’s guidance. Any mistake in the past has become a lesson that I have learnt from as a leader.
Alaba: Any advice to someone who wants to venture into PR and entrepreneurship ?
Mary: Pursuing a career in PR can be a rewarding and exciting career choice for those interested in telling authentic brand stories.
Young entrepreneurs in Libya face many challenges, including accessing markets and financial resources, and navigating regulations and administrative procedures. The Deraya initiative is designed to equip entrepreneurs with the essential know-how to turn innovative ideas into successful startups. The initiative was jointly developed by the Ministry of Local Government (MoLG), and United Nations Development Programme (UNDP), in collaboration with the European Union (EU) and the African Development Bank (AfDB).
Targeting youth and vulnerable groups, Deraya is open to innovative and aspiring entrepreneurs aged between 18 and 35. Through interactive webinars, the initiative’s participants will be given an opportunity to engage with experienced entrepreneurs, subject matter experts, and role models from Libya, Egypt, and Tunisia and learn from their success stories, wealth of knowledge, and expertise. The initiative will also entail startup weekends in Tripoli, Benghazi, Sebha, and Derna, culminating with a pitch competition where the winning startups will receive financial support, financed by EU and AfDB, to further develop, grow, and take their business ideas to the next level. As a critical step towards sustainability, entrepreneurs will be linked to the municipal business incubators being set up with MoLG with UNDP’s technical support.
Commenting on the launch of the programme, Dr. Bader Al-Deen Al-Tomi, Minister of Local Government, said: “The Deraya initiative plays a pivotal role in the Ministry of Local Government’s strategy to develop entrepreneurship and micro-enterprises at the local level, empower municipalities economically, and provide job opportunities in line with Law 592 and Resolution 15003. We are delighted to work towards these goals in cooperation with our international partners, EU, AfDB and UNDP.”
EU Ambassador Mr. José Sabadell added: “Libya’s economic prosperity will be driven by young entrepreneurs with innovative, forward-looking ideas. They will be the key to a more diversified Libyan economy, a strong private sector and new jobs. Together with our Libya and international partners, the European Union therefore seeks to offer strong and concrete support to young Libyan entrepreneurs, to realise their business ideas.”
Mr Mohamed El Azizi, Regional Director for North Africa at the African Development Bank, further commented: “Private sector development is key to boosting economic diversification and job creation in Libya. Supporting the trajectory of young Libyan men and women to develop and grow their start-ups has enormous socio-economic potential and will contribute to job creation. It is also important to ensure an adequate business enabling environment and institutional support. The EEYES project, financed by the AfDB through the Youth Entrepreneurship and Innovation Multidonor Trust Fund, and implemented by UNDP, supports these components.”
UNDP Resident Representative, Mr. Marc-André Franche, said: “Libya has a new generation of young people, women and men, with promising capacity and big ambitions. The country has the potential to be one of the biggest entrepreneurial ecosystems in North Africa, and through the Deraya programme, UNDP seeks to help inspire and provide young entrepreneurs with the necessary resources and assets to realise growth and innovation.”
The Deraya programme is part of UNDP’s Local Peacebuilding and Resilience efforts in partnership with MoLG, aimed at creating socio-economic opportunities for youth and vulnerable groups to promote sustainable growth in Libya, including the establishment of the first Municipality-led business incubator and the TEC+ Accelerator programme.
The Deraya initiative, co-funded by AfDB and EU, is designed and implemented in collaboration with a consortium consisting of Flat6Labs, Tatweer Research and MAZAM, bringing in years of experience and specialized knowledge in helping young entrepreneurs launch successful ventures in both the Middle East & Africa regions.
Senegalese businesswoman Adja Sembene Fall said she had no choice but to launch her start-up business online because her new Contanna fair-trade tea company only had $200 to its name.
“Due to lack of finance, it was not possible to get a physical shop. We started out in the backyard of my brother’s house. We sold our teas via social media for three years,” said Fall. She says her line of luxury brand tea products is about more than taste. Fall says Contanna teas sell a “Senegalese experience” that promotes a women-owned, 100% locally sourced and processed product based on recipes infusing family and cultural traditions.
“Digitizing our buying process was really important. We were also able to present and adjust packaging of our product online, [to emphasize] it was premium and different from what was available in Senegal,” the 29-year-old added.
Contanna says its first year of operations, a focus on Instagram and its website drew $5,000 in online sales. As the online business grew, Fall said, Contanna hit $12,000 in sales and established a community of around 2,000 clients.
Contanna recently opened a pop-up stall at Dakar’s Sea Plaza shopping mall. In January, it was named a winner of the African Development Bank’s AgriPitch Competition, which supports African youth agripreneurs by improving their business bankability and ensuring that they are “pitch ready” for potential investors.
The 2022 AgriPitch competition, which started last October, received nearly 750 complete entries from entrepreneurs in the agriculture sector – or “agripreneurs” – from 38 African countries. The judging panel comprised women- led enterprise support advisory firm, Private Equity Support; the Private Financing Advisory Network, a global network of climate and clean energy financing experts; and EldoHub, an education, innovation, and technology organization targeting youth and women.
The competition, which this year awarded $140,000 in prizes, is a key activity of the Bank’s ENABLE Youth Program.
“African youth have great ideas. It was exciting to see the high level of innovation and passion from these young agripreneurs, particularly the large number of women-owned enterprises like Contanna,” said Edson Mpyisi, the Bank’s Chief Financial Economist and ENABLE Youth Coordinator.
AgriPitch organizers selected 25 semi-finalists, 68% of them women-owned or led businesses, to attend a two-week business development virtual boot camp. The boot camp culminated in a pitch session to judges, who chose 9 agripreneurs to advance to the finals.
“I was pitching in front of my shop – where customers were passing by. They were so encouraging when they discovered that [my business] is a 100% Senegalese company and especially that the founder was a woman,” said Fall. She received $25,000 as the winner in the AgriPitch competition women-owned business category.
Fall says she’ll use part of the prize money to upgrade a digital payment system and for computers and digital skills training for Contanna employees, all women.
“We don’t eschew hiring men. The women were first to apply and were qualified. They currently log their work production and stock building in paper books. We are training them to build capacity to use Google Sheets [and other digital software],” Fall said.
Contanna and the two-dozen other competition finalists will retain access to the AgriPitch “deal room” to avail of post-competition digital expertise, business development, and investor engagement.
“We look forward to working closely with the entrepreneurs in the coming months through individual business advisory support and investor engagement in the deal room,” said Diana Gichaga, Managing Partner at Private Equity Support.
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