Starting a business is hard enough. But growing it can be exponentially harder — especially when crossing borders and continents and in a business as fickle as fashion. Wandia Gichuru is experiencing it all as founder and CEO of Vivo Fashion Group, based in Nairobi, Kenya. Gichuru thinks about her business beyond simply selling clothes. We can be “warriors for economic growth,” she explains. Hear her story of lucky breaks and quick pivots, strategic growth and purposeful passion.

Wandia Gichuru began her career in international development. Today, she sees her business in a similar light, and with even more passion. She believes the fashion industry has the potential to transform economies on the African continent because, as she explains, “They haven’t found a way for robots to stitch clothing. You need to hire people.” And, she continues, “It's not just the people behind the machines, it's also the designers, the cutters, the bundlers. It's the models, the makeup artists, the photographers. There's just an entire industry that I believe could contribute a significant percentage to our GDP.”

When Gichuru started her business, it was focused on selling dance and fitness clothing online to meet her own needs. Ultimately — by default, not design — she chanced upon a huge gap in the market: good-looking, comfortable, well-fitting clothes for African women’s body shapes and sizes. Luckily, she had a built-in focus group to identify customer needs. “When ladies spend an hour in your store trying on 20, 30 different things, they talk a lot. That's where we got our market research,” she says.

She began by importing clothes from Asia, but quickly pivoted to designing and producing locally. “The local fashion industry had become almost nonexistent. We got flooded by all the secondhand stuff. And so the local textile mills that existed in the ’70s and ’80s, one by one, they all shut down,” she explains. The production move was a big decision that not only differentiated her brand, but also improved her bottom line and impacted her community. 

After seven years, Gichuru had six stores and 70-plus employees. But, she admits that she didn’t have a proper strategy, an effective board, or the right systems and processes to truly scale. She admits, “I was completely overwhelmed.” Gichuru got help from the Stanford Seed Transformation Program, a 10-month program for CEOs and founders of established businesses in Africa and South Asia to help them grow and scale their companies. “One of the first things we did was the business model canvas, which asks you to articulate your value proposition and answer key questions like who are your customers? Who are your suppliers? What is your marketing? What are your channels?,” she reflects. This exercise gave Gichuru the start she needed to build a foundation for expansion. Today, Vivo has 20-plus stores, has expanded to Rwanda, and has plans to grow across East Africa — and one day, hopefully, across the Atlantic.

“I would love Vivo to get to that level. I think for so long, you know, people see Africa as a place you get your raw materials from and then you do your value add somewhere else, and then you either sell it back to us or wait till you use it and send it back here as a used thing. I just think we need to prove to ourselves and to the rest of the world that we're just as capable, and actually we can come up with solutions, products, and services that people outside of Africa will benefit from and need as much as we do,” she says with passion.

Listen to Gichuru’s entrepreneurial story from startup to scaling and hear how she’s growing both her impact and her bottom line. 

Learn more about the business model canvas used in the Seed Transformation Program.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Meet Gaurav Khemani, CEO of Prestige Ice Creams based in Kolkata. Faced with COVID-19 shutdowns, a cyclone, supply chain pains, and more, Khemani believes personal and professional discipline will help make his entrepreneurial dreams come true. Hear about his  journey from a career at big retail companies to leading a small business that he hopes will soon become a billion-dollar company. 

Gaurav Khemani begins each day at 4 a.m., reading, writing, working out, and generally taking care of himself before heading into the office at 7 a.m. Those three hours are a strict routine and one of the keys to Khemani’s success as an entrepreneur. That discipline and commitment also extend to how he runs his business.

After studying and working outside of India for 14 years, Khemani got the entrepreneurial itch at 35. So, he returned home, bought his father-in-law’s ice cream company, and quickly learned the differences and difficulties of running a small to medium-size business. “In a lot of cases it's about day-to-day survival as well as cash flow management, whereas in larger businesses, a lot of these things you take for granted,” he says. “And typically, with an MBA you specialize in either finance or marketing, etc. Whereas when you're running a medium-size business, you're managing the entire business. And that's a different mindset altogether.”

On top of all the typical difficulties of running a business, Khemani also had to deal with the COVID-19 shutdown and one of the biggest cyclones in West Bengal that left him with a massive inventory of ice cream on the brink of melting. Khemani calls that time “a blessing in disguise,” giving him time to slow down, step back, and reassess his strategy. 

Khemani believes the secret to transforming his million-dollar ice cream company into a billion-dollar one comes down to discipline and execution. “We all talk about strategy, marketing, and the sexiness that comes with that,” he explains. But what’s most important to succeed, he says, is “the day-to-day operations, making sure the machines are running properly, the deliveries are getting done on time, good customer service, and product innovation.”  

Hear how Khemani plans to get Indians to eat more ice cream and his strategies for achieving sweet success.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Meet Delia Stirling, commercial director of Brown’s Food Co. in Nairobi. She and her team are on a mission to spark consumer demand for foods made from indigenous Kenyan crops. Hear how their efforts are also helping small family farms and educating consumers about the environmental, economic, and taste benefits of eating locally grown food.

Delia Stirling has always been a foodie and entrepreneur. As a little girl, she sold ice cream at craft fairs, using a sleeping bag for insulation. And her family was the same, taking two cows and a little extra milk to make cheese, and then growing that company to become the largest cheese processor in the region. When Stirling returned from studying and selling real estate in the United States, she took over her parents' company and was hungry to make a difference. 

Creativity has been key to the company’s growth, and Stirling says, “It’s my superpower, and believing in the weird things I’m doing.” That creativity impacts everything from identifying ingredients and creating delicious, nutritious foods to solving challenges all along the value chain — from farmers to consumers. One of her key learning points was seeing her company as part of that value chain, rather than separate from it. This resulted in new ways of thinking. She explains, “As a food processor, we've started to look at ourselves differently, as a catalyst to not only be able to influence what the consumer's eating, and then be able to influence what the farmers are growing.”

Stirling encourages entrepreneurs to believe in themselves and their ideas. “Sometimes you'll self-doubt that you think you're a little crazy. But those gut instincts and those ideas are really important. It's always good to get advice, but it's also getting it and putting it in context of what you know in your background,” she advises. 

Hear how Stirling is making an impact on farmers, consumers, and climate change — one crop and bite at a time.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Meet Nita Bhagat, a hotelier turned owner of Village Imaging, a radiology practice in Botswana. Hear how her father’s struggle with cancer led her business in yet another new direction, one that now helps everyone in her country to get better, closer, faster health care.

Nita Bhagat and her cardiologist husband came to Botswana from Zimbabwe in 2003 as economic refugees. With her life and career uprooted, she worked as a receptionist in her husband’s medical clinic. Bhagat got an immediate education in Botswana’s health care system, which uniquely provides free care to all citizens. She learned that since there were no MRI machines in the country, the government was forced to send (and pay for) patients to go to South Africa to get the care they needed. Bhagat seized the opportunity and opened the first MRI scanning facility in her new home.

Entrepreneurs often create new business opportunities when faced with a personal need or crisis. For Bhagat it was her father’s cancer diagnosis. Although Bhagat’s father could afford the best treatment in Botswana, it wasn't necessarily available with only one radiation oncology center in the entire country. “Every time he was having treatment, he kept saying to me, ‘Why aren’t you doing this?’” she remembers. Bhagat eventually took her father’s advice to open a radiation oncology center based in the community, not a hospital, so patients can get back home sooner and feel better psychologically. 

Hear how Bhagat’s caring heart and business mind are driving her business in new directions to meet the needs of Botswanans and her vision to bring life-saving treatments to neighboring countries in Africa.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Meet Divya Yachamaneni, CEO of Naandi Community Water Services, a for-profit social enterprise bringing safe drinking water to rural communities across India. Hear how this mission-led company made a strategic pivot to get the “urban rich” to help subsidize and ultimately scale its impact.

Coming from an urban environment, Yachamaneni had no idea how widespread and severe the problem of contaminated water really is. Visiting rural communities made the issue crystal clear. In one village, she recalls, “They were drawing water from almost a sewage canal, putting it in the sun for odor, filtering it with a cloth for dust, and once the odor was gone, they started to drink it.”

Today, Naandi Water sets up water purification systems in such communities and sells the purified water back to families for a nominal charge, about $2.50 per month. The model relies on community ownership from day one so the villagers can ultimately run the water center themselves.

Even with the company’s success, scaling on a national level proved difficult without increasing costs. That’s when Yachamaneni explored a new strategy: selling bottled water to urban consumers to subsidize their work. While she was met with intense resistance by those who thought the plan veered from the NCWS mission, she ultimately prevailed. And the tagline on each bottle reinforces the strategy: “One hundred percent of the profits will go to supporting those people in rural India who don’t have water to drink.”

Listen to how Yachamaneni’s entrepreneurial persistence and Naandi’s strategic pivot have paid off, creating more opportunities for safe drinking water in rural communities.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Welcome to Grit & Growth’s masterclass on marketing, featuring Jonathan Levav, Stanford Graduate School of Business professor of, you guessed it, marketing. Levav provides insights and advice on the psychology of customer marketing so you can learn how to get into the heads and hearts of your customers, influence their decision-making, and get them to choose your brand over the competition.

Professor Levav has a PhD in marketing with a passion for exploring the brains and guts of decision-making — digging deep into why customers gravitate to one brand over another. Talking to customers is the best (and according to Levav, the only) place to find the answers.

“People think that their task is to make a product. Their task is to understand customer needs and to create a product that meets those needs. And I think that if you're the CEO of a company and you don't speak or interact with customers at least once a week, you're not doing your job,” advises Levav.

His research and teaching focus on the psychological dimension of marketing — or why we consume. As he says, “If we just consume things because of functionality, there's no way we would pay what we pay for Apple phones, for Nike shoes, for clothes, like nobody would do it.”

Top Six Masterclass Takeaways 

1. Entrepreneurship is personal. Levav encourages you to figure out what type of problems you like to solve. “Some people like construction, some people like rice, some people like technology, some people like chicken wire. There's plenty of needs you could potentially address — some more profitable, some less profitable. Ultimately, the decision is kind of: What do you like to do most?” he explains.
2. Don’t be so literal. Levav encourages marketers to go beyond describing simply what a product or service does. He says, “You can appeal to people in lots of different ways, and you can create competitive advantages along values that are way beyond the very literal thing the product does.”
3. Marketing is three-dimensional. The first is the functional dimension or what the product does. The second dimension is economic — how sensitive customers are to price. The third dimension is psychological. And according to Levav, this is the biggest opportunity: to explain how the product can make customers feel better.
4. Get out of the office. Levav believes that observing customers is critical to figuring out what customers want … and why. “You're never going to solve these problems staying in the office,” he says. “And by the way, you, the boss, need to get out of the office. Not just your underlings, not just your marketing person. You need to feel it on your flesh.”
5. Map your customer’s journey. It’s important to understand every interaction your customer has with your business — step by step and over time, what led them there and what actions they take next. This applies equally if you’re B2C or B2B. “As long as you're not selling to computers, you're selling to people, and people in this firm that are buying from you have a journey, too,” Levav says.
6. Don't undervalue simplicity. Nobody buys things that are ambiguous, says Levav. So, make sure your message is crystal clear to you and your customers. If you don’t get it, they won’t either. 

Listen to Levav’s insights, advice, and strategies for how to better understand your customer and create a cohesive story to meet their needs.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

How do you market your product? And who are you marketing to? Those two questions go hand in hand as Nick Musyoka of Sonar Imaging Center learned. Hear how he targeted his marketing messages and increased revenues by 500% in just six years. And, gain insights from Jonathan Levav, professor of marketing at Stanford Graduate School of Business, on how customer segmentation can help you find and market more effectively to your customers.

Standing out is never easy, especially when the product you and your competitors provide is virtually the same. That was the situation for Nick Musyoka when he returned to Kenya to lead marketing for Sonar Imaging Center, a chain of radiology clinics in Kenya. 

According to Professor Levav, understanding who your customer is is harder than it seems. “For starters, you need to distinguish between the user and the decision-making unit” he explains. Using the toy company model as an example, the child is the ultimate user, but the parent is the decision-making unit. Who you prioritize and how you market to each matters.

That distinction between user and decision-making unit is essential to Sonar Imaging. Musyoka’s research revealed that patients were the users and doctors were the decision-making units, so the company’s marketing needed to focus on a group that would probably never set foot inside a clinic. 

Levav says the next step after identifying each of your customers, is figuring out how to solve their unique problems. “You want the user to understand that the solution you have is the best thing since sliced bread and it’s going to solve their problem. That’s positioning,” he explains. And finding your differentiation is key to that process. 

So, Musyoka asked himself “What is the key thing that we can talk about to differentiate ourselves?” Quality was too hard to prove. Unquestionable customer service was the answer for all of his customer segments. Even though his marketing campaigns have been incredibly successful, Sonar continues to evolve its customer segmentation and marketing. Levav couldn’t agree more. “You don't just go out there in the world, assess the needs, walk away and just go hibernate and do your product, and then hope to sell it,” he says. “This is something that has to be done on a regular basis because people's tastes change. Market realities change, competition changes, culture changes, macroeconomic conditions change, microeconomic conditions change.”

Listen to Musyoka’s first-hand marketing experiences and Levav’s insights on the importance of customer segmentation and positioning for every company that wants to stand out from the crowd.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Is it possible to be virtuous in a sea of corruption? Indian entrepreneur Rajah Koppala of Avis Vascular Centers is trying to do just that. Hear how he and his team are strategically and realistically fighting against the tide of corruption. And, gain insights from Saumitra Jha, an associate professor of political economy at Stanford Graduate School of Business, on what it takes to understand and navigate challenging ecosystems. 

Rajah Koppala trained and practiced medicine in the United States before returning to India in 2013 to create a chain of vascular surgical centers which he calls “mini hospitals within hospitals.” As chairman and managing director of Avis Vascular Centers, he had to learn a lot about operating, quite literally, in a very different ecosystem. In the healthcare industry, much of the corruption is rooted in immense amounts of regulation and red tape. For every license that’s required, 23 in Koppala’s case, there’s an interaction with a public official, and therefore an opportunity for corruption. Koppala has decided that some things are negotiable and others aren’t. In this moral gray area, he has had to acknowledge what’s realistic for his business and has developed a set of consistent, intentional criteria to help him decide when he’ll pay and when he won’t. “You just have to understand corruption is not going to go away. This goes all the way up to the very top. Everybody has their own self-interest. And to a degree, when the legal system is a little weak, when the wages of a lot of these officers is very low to start with, headwinds make this happen,” Koppala explains.

Saumitra Jha advises that there are certainly risks to giving bribes, even small ones, because once people become aware, he says, “They can ask for more and keep holding you up.” He advocates for strong, consistent leadership, making sure your employees are on board with “doing the right thing,” and finding partners in your industry to face obstacles together.

“Oftentimes in economics, companies might be competing with each other in an industry, but at the political level, they have a lot in common. And so thinking about how to do things at an industry level can often be much more beneficial,” Jha explains.

Rajah Koppala has also learned that relationships with public officials really matter. He encourages his team to have a cup of coffee and talk to the officials so they understand the gravity of the law that’s being broken, while still treating them with dignity. “Relationships equal money,” he says. “When you want to pay less, maintain a relationship.”

Listen to Koppala’s first-hand experiences navigating corruption in India and Jha’s strategies for surviving and thriving in these challenging and turbulent waters.

Resources:

Analyzing Political Risks in Developing Countries: A Practical Framework for Project Managers, by Saumitra Jha

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Corruption is an unfortunate fact of business life. How can you remain ethical and still survive when it seems that everyone else is playing the game? Soji Apampa is one entrepreneur who believes there are ways to strategically navigate a corrupt system. Hear how his NGO in Nigeria is helping entrepreneurs to keep their hands clean. And listen to true stories from business owners across Africa and South Asia about the real cost of corruption on lives and livelihoods.

When it comes to dealing with corruption, you are definitely not alone. Which is a key reason why Soji Apampa created an NGO dedicated to the issue. In 1995 the Integrity Organization was born and later the Convention on Business Integrity for the sole purpose of dealing with the issue of corruption in Nigeria. The organization’s early goal was simple according to Apampa: “We would like to be that matchstick that starts the bush fire. And even if the matchstick gets extinguished, so long as the fire spreads, we will have achieved something.” 

Twenty-five years later, they’ve achieved far more, studying corruption and explaining how it actually operates to help others avoid it — in Nigeria and beyond. “The reasons why people fall prey is, number one, they don't know the rules. So, you don't know the rules, you do the wrong thing, they just charge you. If you do the right thing in the first place, you can avoid those petty charges to start with,” Apampa suggests.

Apampa encourages people to do the right thing from the start to avoid the “slippery slope” of corruption. “For many wise organizations, they just bite the bullet from the start and do the right thing, and they can avoid the bulk of it. But if you pay once, they keep coming. And imagine you do that with four or five agencies, then you're totally at their mercy,” he says.

Unfortunately, the only way many small businesses can avoid corruption is to stay small and under the radar, but this ends up hampering their growth. So, one of Apampa’s goals is to help educate people on how to be ethical within an unethical environment. Leadership, he believes, is the best place to start.

“If you're trying to be ethical as a small business, it starts from the posture of the leader,” Apampa explains. “Everyone takes a cue from there. It's not enough for you as the chief executive to be a moral person or an ethical person if you cannot put in the systems for compliance to ensure that even those who want to act immorally or unethically cannot.”

Apampa believes there can be upsides to operating ethically within a corrupt system. “The whole anti-corruption thing is not always all bad, because if you are trying to survive by doing it ethically, you have to be more innovative than those who are willing to do the bad things.”

Listen to Apampa’s advice on how to develop strategies and structures for avoiding or navigating corruption in your business environment.

This episode is based on research and materials developed by Ken Shotts and Neil Malhotra. To learn more about regulation, corruption, and leading with values, check out these resources, featuring the two of them:

• Are You an Ethical Leader? | Stanford GSB (Article)
• Leading with Values - Class Takeaways | Stanford GSB (Video)
• Leadership and Ethics: How to Communicate Your Core Values | Think Fast Talk Smart (Podcast)
• Psaltry International Ltd: Challenges Refining Cassava Starch in Rural Nigeria | Ken Shotts, Geoffrey Otieno (Case Study)

Thank you to the voice actors who brought this episode to life: Sirish Dhurjety, Malick Diallo, Kassahun Yimer Kebede, Wangui Wambugu

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What are the obstacles and opportunities of franchising in Africa? While this business model is still in its infancy there, entrepreneurs like Grace Munyirwa of Vine Pharmaceuticals in Uganda are embracing it to grow and scale, while experiencing significant challenges along the way. Hear a story of struggle and success and gain insights from Chiagozie Nwizu, a franchise expert in Africa who has dedicated his career to educating entrepreneurs and investors on the power and pitfalls of the franchise model.

Grace Munyirwa is a self-educated entrepreneur without any formal business training. But that didn’t stop him from growing his pharmacy business to 36 shops across the African continent. Unfortunately, overexpansion, credit mismanagement, and success got the best of him. “We were walking on water and everything we were touching was turning to gold; pride got ahead of us. And so we opened locations that were not sustainable. We opened locations that were not supposed to open at all,” Munyirwa recounts.

As a last-ditch effort to save Vine Pharmaceuticals, Munyira turned to franchising. While franchising is hugely popular around the world, in Africa it’s still very early days, with little to no formal legal structures, franchise associations, training, or local history to build from. Chiagozie Nwizu is trying to close that knowledge gap.

“For us to make progress with the franchise model in Nigeria, we will need to begin to have the smart franchiser and the smart investor — and being smart is being franchise-literate,” Nwizu explains.

Munyira had to build his franchise model from scratch in Uganda, adapting it to meet his specific needs. One way he did that was by taking on more of the financial burden than is usual for a franchiser. Instead of asking his franchisees to pay rent on their stores, he kept that responsibility. And he had to carefully choose the type of franchisees he wanted to work with — people who already knew and cared about the culture vs. investors.

“Sometimes people with money don't understand that you take a long time to make good money. They want to simply invest the money and maybe leave a son or the wife there and then expect this to grow. That couldn't work. So I chose not to go that route,” he explains.

Nwizu calls Munyira’s approach a micro franchising model which allows franchisees to slowly build their equity in the business. Supporting franchisees is another key element to success, according to Munyira. “The team at headquarters is really a support team. Their role is not just to drink pina coladas. Their role is to look out and see what can really help the shops perform better. When these shops win, we win,” he explains.

Nwizu believes franchising is an important tool for the future of African business, where a high percentage of family-run businesses fail after the first generation. Franchising can change that. Munyira agrees. “What really, really hurts me, and that may be peculiar to this part of the world, is that many businesses die after the founder dies. I want to have a story that can really help the company survive way beyond its founder, that Vine is still existing way beyond my lifetime.”

Listen to Munyira’s first-hand experience with franchising and Nwizu’s insights on what it takes to build a franchise model that works for your business.

Resources:

• Tackling Access to Finance: The Potential of Franchising in Nigeria

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.