Trade Fairs are popular ways for brands to exhibit and promote their products and services. It has also become a great way of networking, as people flock from all over, leaving you with the choice to either blend in or stand out. In this case, you want to blend in.
Trade Fairs are pretty popular in Nigeria and as such, we paid a visit to one - One Hustle Naija - and it was held for two days. There were different kinds of vendors promoting their brand, making the place colourful and full of life. From food to wigs, One Hustle Naija held elements that showcased the “9ja Hustle drive” and also told tales of why Nigerians are recognised as hard workers all over the world.
We spoke to many of the entrepreneurs, many of them experienced, and they all had one thing in common - their drive and passion.
Here at MMO, one of our goals is to drive people to use their skills and hone their passion towards making a difference. It is no secret that the economy has been hard on Nigerians, however, these people are tenacious enough to challenge the gloomy clouds of finance with their enthusiasm and love for what they do.
In this fair, we came in contact with Nigerian brands still yet to be recognised for their awesome work. Some of these are Splendid Stores, El Shamael foods, Manas Yoghurt, Binta Luxury, Shakara Accessories, Hassy Kilishi, Tunde’s Catering and more. Conversations with these people made us understand that through consistency, applying stamina and forging ahead with discipline, we can make of ourselves what we visualise.
From speaking to these hard working men and women, we established that the Nigerian traders face a lot of challenges not just stemming from the economy, but from the people as well. Many of the challenges highlighted were distrust, marketing/publicity, funds, and policies. For many of them who have decided to promote the Made-in-Nigeria brand, they have faced issues with customs and promotions.
Chioma Chigozirem of El Shamael, a chain of both foodstuffs and clothing, voiced this when she said,
"...we have also had issues with delivery…especially by ship, the things can get stolen or with customs…they are always changing their rules, things that are allowed so a lot of things can get seized…"
This raises the issue once again on what is actually being done to help aid the Nigerian traders in the pursuit of success. The Nigerian trademark will only be recognised outside when those within help to propagate it. For people who are breaking their sweat to get the Nigerian brand recognised, it is only fair that they have policies and rules to encourage their ventures.
But is this the only concern for the Nigerian trader? Listening to Mariam Jibril of Manas Yoghurt, a brand that makes popsicles and local drinks such as zobo, we are made to understand that it takes more than just passion to get a business going,
"...my challenge is mostly on…more marketing channels…because for the yoghurt, I cannot take it outside, supply supermarkets or all those big stores because I don’t have NAFDAC number. I have been trying to process it, though I have my CAC, but getting the NAFDAC number is a bit challenging because of the finances involved in it…"
Sadly, the change in the economy means change in the policies and requirements to run a business as well. In a country like Nigeria, it is unfortunate that men and women who just try to make a living may be subjected to these ever changing rules.
For a brand like Splendid passionate about Nigerian made kiddie wears as a solution to the exorbitant prices from importing foreign products, the challenge is mostly tech oriented. They have been around for a while and led by the older generation, hence, their knowledge with technology especially social media is limited. They are open to learning and expressed their wishes to adopt the social media culture to promote and push themselves.
On another note, we see passion at its finest with Binta Luxury, a brand focused on scents and sprays. Binta recounts being a lover of perfume and then taking it up as a business because she loves to smell good. It is also worth mentioning that this lady makes some of the perfumes herself. What started with a couple of people in school soon picked up and became what we know now as the Binta Luxury brand of scents.
Binta scored that she had a smooth beginning but as she grew with the business she learned what a tough place it could be. To her and in her own words,
"Keep your head up because at first it’s going to be nice but then when you’re in it, you’re going to know it’s very tough, a long way."
One other thing these traders had in common was the referrals. We all know and understand the power of word of mouth, especially in the business place. Building a brand does not just require capital and resources, but integrity as well.
The Spokesman of Arijosh Hairs & More, stated that they began from home and selling from car trunks but have been able to expand by the power of referrals. She also mentioned being able to network at the trade fair. The Spokesman also gave her two cents when she said,
"Don’t be too greedy…have your network first of all, get your customers then you can start selling big."
Wrapping up, it was a day to remember as we came across a few people who had been visiting Nigeria for the first time. From Slovenia and Barcelona, these people had so much to say about the hospitality and friendliness they had encountered all through their stay. In a few words, they countered most of the rumours about Nigeria being inconducive.
"I’ve been here for two months in Abuja and it is really nice, especially the people. The food is amazing…what I like the most is that I talk about everything and it is easy to talk with you guys and feel at home…it is beautiful"
It was beautiful to watch the enthusiasm from these folks about being in Nigeria, despite its reputation. They advised having contacts before paying a visit so the travellers can get the best experience.
As we conclude, we present to you Benjamin Abdullahi, the CEO One Hustle Naija whose dream is to create an avenue for the Nigerian traders to be seen, people who do not have connections and are looking to expand their network,
"This is a medium where entrepreneurs, business people especially small scale business people bring their goods to sell. We create a platform for them to have access to the outside world. Whatever you’re selling, as long as it’s legit, just register with us.”
Benjamin expressed his concern for people who have talents and value to offer but do not have the opportunity to showcase them. He also mentioned the fact that it takes support of the immediate environment to foster a business, especially small scale business which was the inspiration behind the whole program.
“We see people who have great ideas, but they don’t have that publicity…that platform to show to the outside world what they can do. And if the people around them are not supporting them, that’s how that dream dies. So, I came up with this idea to pull out everybody, as long as you have something doing, either a business or a service that you provide, just link up with us…”
He also said that the most challenging aspect of this dream was the funds and getting the brand name recognised. He acknowledged that it was only his second year hosting an event such as this and that he hopes to bring more in the future,
“We are calling for sponsors… to help Nigerians create a more enabling environment like this…the actual platform for One Hustle Naija is a platform that promotes grassroot entrepreneurs...”
He mentioned that the platform also refers people for manual jobs such as plumbing, carpentry and many more. As long as they can verify your identity and ability to get the job done, they would promote you to others requiring services or products you offer.
Benjamin also urged upcoming entrepreneurs to not give up as the journey may be long but the reward is worth it.
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