Nigerian products can compete globally’

September 8, 2013 by MOTUNRAYO JOEL

   

Afffiong Williams

Afffiong Williams, 27, is the Chief Executive Officer of ReelFruit, a fruit snacks firm. She spoke with MOTUNRAYO JOEL about her journey in the business world right from age six

Why did you go into a fruit snacks business?

ReelFruit is an emerging brand in the snack and beverage industry. I started the business in March, 2012. I felt as Nigerian consumers become more health conscious, they would be looking for healthier snack options. We started with two fruits (mango and pineapple). Our first product was a range of dried fruit snacks — a healthy and convenient alternative to the existing snacks in Nigeria.

Did you study a business related course in the university?

First, I studied in South Africa, where I lived for 12 years. I studied General Sciences as an undergraduate and then followed up with a postgraduate diploma in Business Administration. I must say that my work experience has been the most valuable tool in helping me to run my business. I believe getting sound work experience sharpens your skills and resilience as an entrepreneur.

Did you develop the entrepreneurial spirit or you were born with the trait?

Actually, I started my first business when I was six; it was with a cousin of mine. We cooked and sold food to our neighbours. We also went to the market to buy toys for sale with our profits. It was a fun adventure; we were independent and earned good money.

However, I don’t believe entrepreneurship is something one is ‘born with’. I believe people are exposed to or develop certain curiosities and values that make entrepreneurship appealing to them. For instance, some have the desire for taking risks; the desire to solve problems and the persistence to ride ‘the rollercoaster.’

Why did you go into your business and not any other business?

I have a stubborn belief that Nigerian products can be at par with products from anywhere in the world, in terms of their look and quality. I also have a passion for agribusiness, so that’s where I will be pouring all my efforts into. I will dedicate my life to building a world-class agribusiness company in Nigeria. While there are other sectors that seem more attractive than agribusiness, I have a stronger chance of making a success of something I am passionate about.

The ability to focus on growing one business is a luxury. I am grateful that I can spend all my time trying to build and grow one business than having my finger in many pies. No great business was ever built with divided attention.

Which books have you read that motivated you to become an entrepreneur?

I really don’t believe in “motivational books,” especially international ones. I believe that motivation and inspiration should be localised. I have a stronger chance of being motivated by someone who has overcome similar challenges I am facing, operating in a similar environment.

That said, I think the media needs to highlight and celebrate our local heroes, the business men and women (not politicians) who are trying to leave a legacy, in spite of all the challenges we all face living in Nigeria. I am very optimistic about the future of Nigeria, and as an entrepreneur, I believe optimism can take one very far. I also believe in self-evaluation/reflection. This is a process whereby you continually evaluate your strengths, weaknesses, your accomplishments and failures. And you are able to drive yourself forward, remaining optimistic, and not losing sight of the bigger vision, despite the challenges you may be facing today.

What major problems did you face in starting the business?

Introducing a product to the market that was largely non-existent before is a big challenge. It is somewhat of an uphill task to get people to change their behaviours. These are aside the personal struggles with self-doubt, rejection and the fact that you can’t do it all alone. It is really tough. However, the benefit has been that I have learnt a lot more about business in general, about my products and I have sharpened my skills.

I also had to learn the nuances that govern the work environment in Nigeria. It was very different from what I had been used to. For instance, to me, calling someone repeatedly to remind them about the same thing is a sign that I am bothering them or they are not interested; which is not exactly the case in Nigeria. Here, I have found out that it means that people are juggling so much that you have to almost pester them to prioritise your dealings with them.

How do you keep moving on in spite of all these challenges?

I have learnt to think about the ‘big picture’. I have learnt to appreciate and source joy from this ‘foundation’ phase that is moulding me for what’s to come. For any challenge, I am able to overcome, I feel much more prepared. I also reach out to my support network to vent, seek inspiration and to continually share my dreams and goals with them to see if I am on track.

Do you think your mindset has anything to do with your success?

Yes. Absolutely, it’s all about perspective. Entrepreneurs face many trying times. So, it’s all about how you internalise these challenges and move forward.

Do you think it is easy to be an entrepreneur?

If it were easy, everyone would be doing it.

Do you think your business is a success?

I have learned to measure my success by the amount of effort I put into it. Success cannot solely be measured by money, because that’s actually quite low on the list of reasons I decided to go into business. Every show of courage is a mark of success. Every time I am able to challenge myself and do better is a sign of growth and success. The fact that I am more comfortable with failure than before is a big success. Do not get me wrong, I am profit-minded. I have to run a profitable business to achieve my non-monetary goals. I believe in testing quickly and learning quickly. Get your products to the market as soon as possible and be flexible enough to change certain aspects of your model based on the feedback of the market.

In terms of our business’ achievements, we are quite proud that in just over five months, we are now retailing in over 20 locations across Lagos- not an easy feat for a product that is very new in the market. The increased patronage from customers is the strongest validation that our products are meeting a need in the market. Leveraging the reception of our existing range, we are now adding new products, which is very exciting.

I am also proud of the fact that ReelFruit has received recognition already – we were shortlisted as a finalist for the global business challenge run by BidNetwork and taking place in the Netherlands, in September. This is just one validation that our short-term achievements and our long-term vision show promise.

Do you manage the business alone?

I manage a small team of hardworking young people. Having a team that believes in your vision is also a great milestone for an entrepreneur and a business. However, it didn’t happen overnight. For over a year, I was alone, working from my apartment before I was able to get an office and hire people.  Hiring good workers has made a world of difference.

If you could turn the hand of time, what would you have done to your business?

I would have started the business earlier.

What advice do you have for those just starting the business?

People should spend time reflecting on the main reasons for going into business. If money and financial security are top on the list, you probably should reconsider it. If passion and impact are top on the list, get off your butt and get going. The passion will carry you through the very trying moments. Money follows passion and hard work (or so I’ve been told). I’ll let you know in a few years’ time.

What does it takes to succeed in business?

Persistence, patience, hard work and luck (which every business gets, I believe).