Terhemen Kpenkaan

Terhemen Johnpaul Kpenkaan is a trained business incubation manager with a passion for entrepreneurship development. Over 15 years, he has effectively deployed his graphic design and branding skills to improve brand visibility and strategic positioning for more than 450 SMEs. As Director General of the Nigerian Youth Chamber of Commerce for three years, he successfully led a nationwide mission to promote ease of doing business for small enterprises, enabling them to scale their operations and become profitable. His innovative approach attracted the endorsement of the Central Bank of Nigeria for "Digital Asusu," a self-help fintech solution he developed to promote financial inclusion among low-income earners in the informal sector. Terhemen is currently a Strategic Communications and Knowledge Management Lead at Track-On Consulting Ltd, providing expert consultancy services to help clients keep their businesses on track.

7 Habits Entrepreneurs Need to Give Up to Become Profitable

7 Habits Entrepreneurs Need to Give Up to Become Profitable

Starting a business is like piecing together a puzzle, and to succeed at it, there are some habits entrepreneurs need to give up. Although it’s a complex task, and every piece adds up to the profitability of your business. But what if I told you that some of the pieces might not fit? Those misfitting pieces represent the habits entrepreneurs need to give up for enhanced profitability. It’s time to reassess your strategy. So, grab a seat, and let’s dive into this puzzle of profitability. 7 Habits Entrepreneurs Need to Give Up to Become Profitable 1. Fear of Failure: The Fear That Holds You Back Fear of failure is a common and natural emotion that we all experience when confronted with the possibility of not achieving our desired goals. It often manifests as anxiety, apprehension, or self-doubt. Imagine this scenario: You’re a budding entrepreneur in Lagos, brimming with passion to kickstart your digital marketing agency. You have the skills and creativity, but there’s a formidable roadblock in your path – the fear of failure. Also Read: 6 Fears Entrepreneurs Face and How to Overcome Them This fear, though common, can be a paralysing force, like a heavy anchor that hinders progress. However, here’s the golden ticket: giving up the fear of failure signifies your readiness to take calculated risks. It means you’re unafraid to turn your ideas into action and embrace the prospect of learning from your missteps. And in the fast-paced, competitive world of business, this newfound bravery can be a real game-changer. It’ll help you come up with new ideas and fuel your growth in a way that’s sustainable and exciting. Let’s consider Mimidoo’s journey, a visionary fashion designer working in Abuja. For years, she harboured a dream of launching her clothing line, but the looming spectre of her designs falling flat held her captive. Finally, she mustered the courage to take the plunge. In this leap of faith, she encountered some unexpected design setbacks along the way. Yet, instead of viewing these moments as failures, Mimidoo saw them as stepping stones to improvement. Armed with newfound insights, she transformed her fears, once an impediment to her growth, into a powerful catalyst for her entrepreneurial journey. This adjustment enabled her to evolve, adapt, and ultimately flourish in the fiercely competitive fashion industry. 2. Procrastination: Tomorrow is Today’s Enemy One of the common habits entrepreneurs need to give up is procrastination. Procrastination, the art of postponing tasks that demand immediate attention, is an all too familiar habit. It often ushers in heightened stress, missed deadlines, and a sinking feeling of unproductivity. Think of it as a crafty time thief, silently pilfering precious moments. Now, imagine you’re at the helm of a burgeoning tech start-up in Port Harcourt, brimming with ingenious ideas primed for execution. But, if your daily refrain echoes with “I’ll tackle it tomorrow,” you’re inadvertently holding your business hostage. The silver lining? Giving up procrastination means reclaiming command over your time and ramping up productivity. It’s about seizing the day, methodically ticking off your to-do list, and propelling your business forward. With your increased efficiency, your business flourishes. Take Obinna, for instance, who manages a restaurant in Enugu. He perpetually delayed the update of his menu while his competitors jazzed up their offerings. But when Obinna finally mustered the will to revamp his menu, the results were nothing short of spectacular. Customer interest surged, and profits followed suit. In the world of entrepreneurship, where every moment counts, procrastination is a luxury entrepreneurs can afford. By bidding goodbye to this time-thieving habit, you’re not only propelling yourself forward but also allowing your business to thrive. Remember, in the words of the wise: Tomorrow is today’s enemy, so seize the moment now. 3. Perfectionism: The Pitfall of the Unattainable Perfectionism is a mindset or behaviour characterized by setting excessively high standards for oneself and striving for flawlessness in every task or endeavour. While it may seem like a positive trait, it often becomes a pitfall due to the unattainable nature of perfection. Picture this: You’re a skilled artisan crafting exquisite handmade goods in the heart of Kano. You desire to imbue every piece with absolute perfection. Yet, in this pursuit, you unwittingly find yourself entangled in the snare of unattainable standards. But here’s the epiphany: giving up perfectionism doesn’t mean compromising on quality. It’s about realizing that the quest for flawlessness can stunt your progress. By surrendering this elusive ideal, you embark on a journey where progress takes precedence. You’re no longer confined to the boundaries of your workshop; you’re getting your products out there, embracing real-world feedback, and honing your craft with each iteration. Aisha, a graphic designer based in Benin, has successfully overcome perfectionism and can provide valuable tips and insights. She was ensnared in the web of perfectionism, dedicating an excessive amount of time to each project. Her portfolio shone with impeccable work, yet her business struggled to turn a profit. However, when she decided to shift her focus, Aisha began meeting deadlines and delivering work that, while not necessarily perfect, was undeniably excellent. The result? An expanding client base and a surge in profits. So, like Aisha, it’s important to let go of unachievable standards and embrace excellence instead. By doing so, your business can reach new heights of success that were once beyond reach. 4. Negative Self-Talk: Silence Your Inner Critic Negative self-talk, that relentless stream of self-critical and pessimistic thoughts, is like an unwelcome companion we’ve all entertained at one point or another. It’s the voice inside our heads that chips away at our self-confidence, breeding feelings of inadequacy. It’s one of the habits entrepreneurs need to give up intentionally, especially when you make mistakes. Now, picture this scenario: Whether you’re steering an e-commerce ship in Ibadan’s digital waters or navigating the consultancy landscape in bustling Abuja, negative self-talk lurks as a formidable adversary, capable of crippling your confidence. It may interest you to know, however, that giving up negative self-talk signifies

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5 Reasons Why Your Business Needs a Strategic Plan

As a business owner, have you ever found yourself unsure of which direction to take your company? Do you feel like your business lacks focus or that your employees are confused about their purpose? If so, you may be missing a crucial element of success: a strategic plan! I was reminded of the importance of strategic planning during a casual conversation over a cup of Arabian tea with my friend, a telecommunications entrepreneur named Terdoo. He narrated how he was in the process of launching his fibre optics company. When I asked him about his strategic plan, he had no idea what I was talking about and had no plans in place for getting one either. Unfortunately, this is a common problem many businesses face – the lack of a strategic plan. The absence of this plan can lead to several consequences for businesses. Without a clear direction, businesses may struggle to make decisions that align with their goals and objectives. This could result in missed opportunities for growth, poor financial performance, and difficulty in attracting and retaining customers. Additionally, employees may lack a sense of purpose and direction, leading to low motivation and productivity levels. In the case of Terdoo’s fibre optics company, the absence of a strategic plan could lead to significant challenges as the company grows. Without a clear road map, the company may struggle to identify and prioritise expansion opportunities or to effectively allocate resources. This could result in missed opportunities for growth, inefficient use of resources, and difficulty in attracting investors or partners. What is a strategic plan? A strategic plan is a long-term plan that outlines a company’s goals and objectives, and the tactics and actions needed to achieve them. It is a catalyst for growth and helps businesses to stay focused on their long-term vision. This action plan is crucial for any business to achieve its goals and avoid pitfalls. Strategic planning can also help businesses establish their current position, create a competitive advantage, and define a clear vision for the future. Imagine that without a strategic plan, Terdoo’s Fibre Optics Company may focus its efforts on short-term gains, such as increasing revenue or cutting costs, rather than on long-term goals, such as building a strong brand or expanding its operations. This short-term focus could lead to missed opportunities for growth, as the company fails to invest in key areas that are critical to its long-term success. Without a strategic plan, businesses can wander haphazardly with no priorities or sense of direction. A strategic plan provides clarity and direction, helping businesses to prioritise their efforts and allocate resources effectively. It helps to ensure that everyone in the organisation is working towards the same goals. This reduces the risk of miscommunication or conflicting priorities. In today’s fast-paced business world, it’s more important than ever for companies to have this in place. With so many opportunities and challenges to navigate, a strategic plan provides a solid foundation for decision-making. Here are five key reasons why your business needs a strategic plan: 1. To provide direction: A strategic plan provides a clear direction for your business. It works like a roadmap, clearly defining the best route for your organization to take in the years ahead. Without a plan, your business may lack direction and purpose. Coffee ’n Bliss is a small coffee shop located in the heart of Abuja. To compete with larger chains and attract customers, Coffee ’n Bliss developed a strategic plan that focused on creating a unique customer experience, including personalized service and a cosy atmosphere. The plan also emphasized partnerships with local suppliers to source high-quality beans and pastries. As a result, Coffee ’n Bliss has become a popular destination for coffee lovers in the area and has expanded to multiple locations across the city in a space of five years only.   2. To help you achieve your goals: A strategic plan is a great tool to have in your arsenal. It can help your business achieve great things, such as expanding to new business verticals, managing and controlling your finances more effectively, and winning and keeping customers by providing them with superior products or services. By setting clear goals and outlining the steps needed to achieve them, a strategic plan can help you stay focused and make progress towards your objectives. 3. To bring a sense of focus: A strategic plan establishes a direction for your business to take, which helps to sharpen its focus to get there. By developing the right goals and targets, everyone in your organization can focus their efforts on meeting them. This can lead to greater efficiency and productivity, as well as a stronger sense of purpose among employees. Chioma’s Boutique is a small fashion boutique located in Aba. To compete with larger retailers and attract customers, Chioma’s Boutique developed a strategic plan that emphasized low prices, quality products, and personalized service. The plan also included a focus on social media marketing and community engagement. As a result, Bella’s Boutique has become a popular destination for fashion-forward customers in the area and has expanded to stocking assorted fabric. 4. To help you identify opportunities: By putting business challenges into perspective, a strategic plan gives you the foresight you need to tackle them in a coordinated way. You’ll have a better view of the ways your business is affected by any particular problem. This in turn makes it easier for you to take control of your destiny. With a strategic action plan in place, you’ll be able to identify opportunities for growth amid challenges and take advantage of them. One example of a company that successfully implemented a strategic plan is Ola’s Organics, an organic food delivery service based in Lagos. Ola’s Organics recognized the growing demand for healthy food options in the city but also faced stiff competition from other food delivery services. To stand out, Ola’s Organics developed a strategic plan that focused on providing customers with a unique experience through personalized service,

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7 Steps to Identify and Target Your Ideal Customers

Introduction If you are a small business owner in Nigeria, or anywhere for that matter, you know that reaching the right customers is crucial for your success. That’s why it’s important to carefully identify and target your ideal customer, especially because it’s not easy to stand out in a crowded market, particularly when you have limited resources and budget. You may be tempted to appeal to everyone or to copy what your competitors are doing, but that’s a recipe for mediocrity and frustration. To grow your business, you need to identify and target your ideal customers – the people who need and want what you offer and are willing to pay for it. In this article, I’ll show you seven (7) steps to identify and target your ideal customer, using real-life examples from Nigerian MSMEs. Step 1: Define your niche and value proposition The first step to identifying and targeting your ideal customers is to define your niche – the specific area of your industry where you excel and have a unique advantage. For example, if you’re a fashion designer, your niche could be ethnic wear for plus-size women or eco-friendly denim for men. Once you have identified your niche, you need to craft a value proposition that explains why your products or services are better than others in the market. Your value proposition should be clear, concise, and compelling. Think of these as the 3Cs that will help you focus on the benefits that your customers will experience, such as saving time, money, or hassle. Mimi, a graphic designer in Lagos understands this principle so well. When she realized that her passion and talent for creating eye-catching logos and social media graphics could serve a specific niche – small business owners who wanted to attract more customers online. She crafted a value proposition that promised “professional designs that get you noticed and remembered,” and targeted her marketing messages to this niche. With this value proposition in mind, she began targeting her marketing messages and channels to this niche. Mimi’s efforts paid off – she began receiving inquiries from small business owners in her niche, and her clients were thrilled with the results of her design work. As a result of her targeted approach, Mimi was able to build a thriving business serving the needs of small business owners in Lagos. Step 2: Research your audience To efficiently target and identify your ideal customer, the second step is to research your audience – the people who are most likely to buy from you. You need to understand their demographics (their ages), psychographics (what are their values), and pain points (what are their problems, challenges, or frustrations), and use that knowledge to tailor your marketing messages and channels. You can use various tools and methods to gather this information, such as surveys, focus groups, social media listening, Google Analytics, and competitor analysis. Dooshima, a catering business owner in Abuja comes to mind. When she was starting her business, she researched the preferences of her potential corporate clients and found they valued healthy and diverse menus, on-time delivery, and personalized service. This helped her identify and target her ideal customer easily. She created a website and brochure highlighting these features and developed a value proposition of “healthy, delicious and diverse catering services that help you impress your clients and employees at your next corporate event. We guarantee on-time delivery and personalized service to make your event stress-free.” By incorporating this into her marketing efforts, Dooshima successfully attracted more corporate clients, leading to increased customer loyalty and repeat business. Step 3: Create customer personas The third step to identifying your ideal customers is to create customer personas – fictional representations of your ideal customers based on your research. A customer persona should include details such as age, gender, income, education, occupation, interests, goals, challenges, objections, and communication preferences. Recall that this information is gotten from the demographics, psychographics and pain points you researched in the last step. By visualizing your ideal customers as real people, you can empathize with their needs and desires and create marketing messages that resonate with them. This approach of empathy will help you feel what your customers feel, therefore placing you in a position to solve their problems. No one exudes empathy more than Chinyere. The skincare entrepreneur who runs her business in Enugu created three customer personas – young female students who wanted affordable and natural products, middle-aged mothers who wanted anti-ageing and skin-brightening solutions, and male athletes who wanted soothing and hydrating creams. She used these personas to customize her product offerings, packaging, and messaging for each segment and increased her sales by 30%. Step 4: Segment your market After identifying your ideal customer and creating their persona, the next step is to segment your market. Market segmentation is the process of dividing your target audience into smaller groups based on similar characteristics, such as age, gender, income, education level, location, interests, and behaviour. Segmentation allows you to target each group with a specific message and offer that addresses their unique needs and wants. You can segment your market based on various factors, such as geography, demographics, psychographics, behaviours, and usage. By doing so, you can create more personalized and relevant marketing messages that resonate with each segment. Imagine if you are a clothing retailer targeting women, you might segment your market into different age groups or style preferences, such as casual wear, formal wear, or athletic wear. This would allow you to create more specific and targeted marketing messages that appeal to each segment’s unique needs and preferences. Step 5: Develop a marketing strategy Now that you have a good understanding of your target audience and their needs, it’s time to develop a marketing strategy that will effectively reach and engage them. Your marketing strategy should be based on the channels and tactics that are most likely to resonate with your target audience. If your business is offline, get a graphic designer to make

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