Welcome to another episode of Hustle to Portfolio with Triift Africa, where we tell the stories of business owners who started their business small and have now grown. Our guest for this episode started her business with #5,000 in 2022; yes, five thousand naira. Today, she has grown the business and has added other products to the business.

Here’s the story of Motunrayo Dada, and how the desire to make money to support her family drove her to start a business.

Kindly introduce yourself and your business

My name is Motunrayo Dada and I go by the brand name; The Colourful Woman. So, if you’ve ever heard of The Colourful Woman, I am the one.

Cool. So, when did you start your business?

I started my business in 2022 during a break from school. Before the break, I had saved #5,000 to use for detty december, but changed my mind and used it to start the business. The business started with selling affirmation stickers, bible verse stickers, etc and then I went into selling journals.

So, what made you decide not to use the money for detty december, but to start a business?

Being at home at that time made me see how things were, and I just wished I could chip in to support. Also, I already had it in mind to start a business before that time, so, seeing how my parents had to do a lot to provide and wanting to inspire my 4 siblings to do well only reinforced that decision.

So, instead of spending the money on detty december, I decided to start something that can grow and that was how I started the business. However, before then, I had started my influencer brand, the Colourful Woman, whose influence I was able to leverage to grow the new business.

Interesting. So your personal brand helped your business brand grow?

Yes, I was able to use my personal brand’s influence to sell in my new business.

What specifically do you do in the colorful woman brand?

For the colourful woman brand, I am a USA certified relationship consultant, content creator and an influencer. It’s a lifestyle brand.

That’s cool. Now, there are many business ideas you could have started with 5k, why sell journals?

Our first product was affirmative stickers, because I was doing a lot of self-affirmation and self evaluation at that time. Then after watching a YouTube video by someone I admire deeply where she talked about the power of journaling, that was when journaling came into the picture.

Looking back, I realized there were moments in life where I had unresolved issues with friends or people close to me — individuals I valued in specific ways. And because I couldn’t express my feelings to them openly and didn’t know how to navigate those emotions, journaling became my outlet. Every time I wrote down my thoughts, it felt like a burden was lifted. It wasn’t just a hobby; it became a lifestyle — a way for me to grow emotionally and mentally.

Hustle to Portfolio: A journal from the brand

Oh, I see. Okay, let’s talk about your experience as a business owner. What specific challenges have you faced in your business journey?

One of the most significant issues I have faced is with delivery logistics. Despite putting in the effort to package products beautifully and ensure everything is ready, delivery riders often fail to meet up with the customer’s timeline. This can cause frustration, as it feels like the hard work begins all over again when delays occur.

Another challenge is from the nature of the product itself — journals. Since journals are for long-term use items, customers often don’t need replacements quickly. This means the business constantly needs to reach new audiences to sustain sales, unlike products that are consumed daily. Adding to this is the fact that many people now prefer consuming digital journals to physical journals, making it harder to appeal to a broad customer base.

Economic instability is another issue, because the unpredictable rise in the cost of supplies makes it challenging to plan ahead and prices can double within days, squeezing profit margins and complicating restocking efforts.

The aspect of maintaining financial discipline and managing business money is also there. Sometimes, personal needs lead to dipping into business funds, which, when not returned, disrupts cash flow and affects the ability to restock or scale. While this isn’t always avoidable, careful planning and having multiple income streams has been helpful.

That’s interesting. How have you managed to overcome these challenges?

For logistics, I’ve implemented a few strategies that have worked well. For example, if the logistics company informs me that a customer’s order will arrive on Wednesday, I tell the customer to expect it on Thursday. This way, if there’s a delay, I have a buffer, and I’m not the one getting blamed — it’s always better to overestimate delivery times.

Also, I set clear expectations from the beginning by letting the customers know that their orders may take a couple of hours, or even longer, depending on the situation. This helps manage their expectations and reduces any frustration. And if someone needs their order urgently, I offer alternatives, such as sending their own rider or picking it up themselves. This approach has helped me minimize disappointment and keep customers satisfied.

As for managing finances, particularly avoiding dipping into business funds, I’ve focused on personal growth and skill acquisition. Every day, I work on improving myself and adding value because the more skills you have, the more opportunities you can create to earn money.

At the core, it’s all about creating value. The more value you offer, the more income you can generate. So, staying proactive and continuously developing myself has been key to overcoming financial challenges and maintaining stability in my business.

Also, recording how much I take from the business also helps. For example, if I borrow ₦5,000, I write it down immediately. Because without doing that, at the end of the month, one might look back and realize they’ve taken ₦50,000 from the business, without realizing it. This practice helps me to be accountable and build the mindset that business money is a “no-go” area, unless absolutely necessary.

Thank you for that detailed answer. So, have you ever encountered any unexpected or bizarre situation in your business?

Recently, I had a bizarre experience with a customer regarding delivery. She accused me of trying to overcharge her with the delivery fee and this incident highlighted the importance of self-respect in business. Because while it’s essential to be accommodating to customers, it’s equally important to maintain your dignity and professionalism, while not tolerating disrespect from them.

For this customer, I decided to cancel the order because I believe that it’s better to maintain high standards and avoid dealing with people who don’t appreciate the value you provide. This experience taught me a valuable lesson about setting boundaries and prioritizing my own well-being in business.

Hustle to Portfolio: The Colourful Woman

Wow, that must have been a lot. Let’s talk about your work as a content creator and how it has benefited your business.

Well, content creation has been helpful in building my brand. It allows me to showcase my personality and present my products in creative and engaging ways. For example, I’ve created content demonstrating how different colored t-shirts can be paired with matching journals.

Also, content creation is about building relationships with your audience through providing value and entertainment, beyond the products you sell. This is also important because people are drawn to brands that offer value and entertainment, not just constant sales pitches.

Alright. What advice would you give to business owners looking to improve their content marketing strategy and drive better results?

My first advice is to start by defining your goals. What do you want to achieve with your content? Is it to increase brand awareness, generate leads, or boost sales? Once you have a clear objective, you can tailor your content strategy accordingly.

Also, create content that helps you to connect on a personal level with people, because people are more likely to buy from brands they connect with on a personal level. So, instead of bombarding your audience with sales pitches, focus on showing potential customers how your products or services can improve their lives.

Also, invest in your content creation skills, learn video editing, invest in quality equipment, and hire professionals if necessary. High-quality content can make a significant difference in attracting and retaining customers. Finally, be consistent and don’t see content creation as a chore or a marketing tactic; it’s a lifestyle.

Still on the subject of marketing, what are your thoughts on small businesses using influencers, seeing as you are also an influencer

I believe that every business needs visibility to thrive; and while influencers can help with that, you need to consider things like your profit margin, financial capacity, etc. For example, if your product costs ₦2,000 and your profit margin is ₦500, you need to determine how much you can afford to spend on influencer marketing or other promotional activities.

So, I will say — start with influencers who fit within your budget. For instance, if your business capital is ₦50,000, it wouldn’t make sense to hire someone like Priscilla Ojo, who might charge millions for a campaign. Begin with smaller influencers or nano-influencers who can help you reach your target audience without breaking the bank.

However, one advice I will give is to first build your brand to a point where you can generate organic visibility, without influencers. Leverage your community and personal network to grow your brand first, and then save towards using influencers later.

That said, influencer marketing can be very effective, as it provides significant reach and visibility. Many people can learn about your business not because they’ve met you, but because someone else — perhaps an influencer or even a customer — talked about your product or shared their experience online. This kind of exposure can go a long way in building your brand.

That’s cool. So, you started the business while you were still in school, right?

Yes.

So, how did you balance your academic responsibilities, business operations, and personal life?

While in school, I always ran my business during academic hours. However, when exams approached, business took a backseat and I prioritize my studies, recognizing how important exams are.

To balance both, I outsourced tasks and focused on high-priority activities. This allowed me to maintain a reasonable workload at school, while still contributing to my business. It’s about understanding the importance of timing and allocating resources effectively.

Okay, and what’s the most important piece of advice you’d give to a growing entrepreneur, based on your experiences as a student entrepreneur and now that you are out of school?

One of the most important lessons I’ve learned in business is to take calculated risks. Because risks are inevitable, and while some risks will pay off handsomely, others may lead to setbacks.

Another crucial factor is consistency. Show up consistently, even when you don’t feel inspired. This builds momentum and keeps your brand top-of-mind for your audience. Consistent content creation can lead to increased brand awareness, customer engagement, and ultimately, sales.

Also, always trust in God’s divine guidance. For me, prayer has provided clarity and direction, especially when I’m faced with uncertainty. Lastly, be flexible and adaptable. If a particular business venture isn’t yielding the desired results, don’t be afraid to pivot or change course. It’s better to acknowledge a setback and adjust your strategy than to persist with a failing endeavor.

Hmmm, that last statement you made is interesting and I would like us to discuss it

Okay, sure.

Thank you. You stated the need for business owners to pivot if a business idea is not working. How can one know when to move on from a business idea to a new one?

So, as a growing business owner, I believe it’s important to recognize that not all businesses are meant to last forever. Sometimes, the business you’re in today might not align with where you want to go tomorrow. For instance, you might be selling books now, but eventually, you realize it’s not working for you or isn’t the right path anymore.

Don’t let the fear of what others will say hold you back. It’s not about their opinions; it’s about your goals and what you want to achieve. So, if you feel your current business is draining you, it’s okay to pause, reassess, or even change direction.

What are some of the signs to see to know that it’s time to change gear?

First thing for me is low sales. If your products aren’t selling and customers aren’t engaging, it might mean the market isn’t responding well. This could be a sign to reevaluate your approach or even the product itself.

Confusion and lack of clarity. If you’re constantly unsure about your branding, messaging, or the value you’re providing, it’s worth stepping back. Confusion is a sign that it’s time to pause, think things through, and come back with a clearer strategy.

Insufficient Capital. Starting with limited capital can be challenging, especially if your initial plans require more funding than you have. For example, I started my business with ₦5,000 selling affirmative stickers, which allowed me to grow enough to eventually sell journals. If I had tried to start directly with journals, it likely wouldn’t have worked.

So, if you’re experiencing any of these issues, it’s perfectly fine to take a break, pivot, or even start something new. The key is to adapt to the season you’re in and make decisions that align with your goals and resources.

As one of my pastors says, “Anything can thrive if approached the right way.” So, don’t feel pressured to stick with something that’s not working. It’s better to reassess and redirect your efforts toward something that aligns with your vision and capabilities.

That was very clear and I am glad you shared those tips.

You are welcome.

Thank you so much for sharing your journey and insights with us. It’s been a delight speaking with you.

Thank you so much! I really enjoyed this conversation.

So, what lesson did you learn from this episode or what statement stood out for you? We would like to hear your thoughts in the comment section. And if you would like to be featured in the next episode, kindly comment below, and we will be in touch.

At Triift Africa, we are passionate about helping business owners like you grow your business and scale to your highest potential. Through our business resources, collateral-free loans, and community, we provide all you need to grow from hustle to portfolio. For any form of consultation, send an email to us at hello@triift.africa and we’ll be in touch.