Startup Story
Getting products noticed by global consumers is always difficult for Africa’s creative women entrepreneurs, but this challenge represented an opportunity for Bukky Asehinde, founder of Bellafricana. Her platform is giving visibility to Nigeria’s creative business owners and their quality products.
LoA found out more from founder Bukky Asehinde this month.
What does your company do?
At Bellafricana, we empower, support and connect quality, talented creative indigenous businesses to their local and global consumers. Starting with Nigeria my homeland, the goal is to take it one African Country at a time. I created a platform to enable creative MSMEs to thrive, whilst doing all it takes to bring the quality products to the forefront of the market. I believe very much that a support group/community for these businesses will enhance the non-oil export in the African economy. Bellafricana is that “support system” every creative business owner needs to be globally accessible.
“At Bellafricana, we empower, support and connect quality, talented creative indigenous businesses to their local and global consumers.”
What inspired you to start your company?
I noticed a rise in the number of creative indigenous (made in Nigeria, Africa) brands that have great quality, yet are struggling to grow their business with little or no financing from both the government and bigger institutions. I wondered for a long time, “Why should we wait on financial backing from the government and big institutions to help this industry, when we can create a platform to connect these Indigenous businesses who are maximising raw materials in Nigeria (Africa), providing employment for local talents within the country and creating wealth for the Nation?”. And so I conducted research, which made me realize that one of the major challenges these businesses were facing majorly has to do with marketing and understanding the trade, which is the heart of any business. Bellafricana strives to connect indigenous businesses to the consumers. I am of the opinion that if as many products and services (which are made by local people) can be showcased to a wider audience both locally and globally, then we stand a chance of supporting the United Nations sustainable growth goals centered around "Decent Work and Economic Growth; Building Sustainable Cities and Communities". This, in turn, impacts our country’s economic growth.
Why should anyone use your service or product?
Bellafricana is so special because we have created a significant and much needed community for creative indigenous businesses to thrive in Nigeria, and for Africa as a whole. It is the first of its kind. Oh, trust me, you will find platforms and marketplaces who only promote these businesses, but Bellafricana is the real deal when you talk about strong community bond. That for me speaks sustainability and accountability.
Having the Bellafricana verification process also places us at a strategic advantage. We also birthed an initiative called the ACE Awards which celebrates creativity and innovation in Africa.
“I believe very much that a support group/community for these businesses will enhance the non-oil export in the African economy.”
Tell us a little about your team
We are a young, small team, driven, friendly, and energetic with a heart of service.
There is Seun “The Legend” as we fondly call him is the sales specialist who is in charge of acquisition, ensuring creative businesses know about Bellafricana and that they join the growing community.
Jemimah ‘The Diva” as we fondly call her is the community manager, her sole responsibility is retention, ensuring the members are well looked after, promoting them and getting the best push from not only Bellafricana but also pushing their businesses forward.
Tobi “The Marketer and Strategist”, he makes sure we focus on being profitable and grow sustainably. He comes up with tactics to make sure Bellafricana is well positioned to attract the right targeted audience.
And there is me, “The Creative Mother Hen” and director, in charge of conceptualizing ideas and initiatives then overseeing them with the team.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
Actually, no I won’t say I came from an entrepreneurial background. In fact, I studied Biochemistry at the University of Westminster in London. Yeah, I know right, Biochemistry to now marketing? How you might ask? While in the UK, I worked throughout my studies in many indigenous companies, including Wembley Arena and as a Manager at McDonald’s; all of which has shaped my perception of indigenous businesses. It’s a long story but I will try keep it short. Returning back to Nigeria from the UK in 2012 got me falling deeply in love with African creations. As I got more exposed to meeting creative business owners, the idea grew on me. A few years after, I met with an outstanding young entrepreneurial man (who is now my husband today, Tobi Asehinde) that stirred up the burning idea in me and supported the birth of Bellafricana. Having a sound educational background (thanks to my parents) definitely contributed to who I am today; it improved my skills and attributes in a lot of ways. These are the things put together helping me today to make Bellafricana a success. Looking back, I actually remember my mum had the entrepreneurial spirit too as a businesswoman. I remember saying as a young girl that one day I would love to travel around the world to trade just like her. Just that I now support a community leveraging on technology, to trade. Steve Jobs puts my journey in a deeper perspective when he said “You can't connect the dots looking forward; you can only connect them looking backwards. So, you have to trust that the dots will somehow connect in your future.”
What are your future plans and aspirations for your company?
The vision is to be the leading platform that delivers these niche products around the world. Through Bellafricana, consumers globally will be able to trade easily with trusted creative indigenous businesses in Africa (so a "made in Kenya", "made in Ethiopia", "made in Ghana", and so on will all be on the platform). A membership portal where the business owners are able to have access to resources, collaboration opportunities, tools, trainings, opportunities to enable their sustainable growth. Just like China town, if you go to a number of places in the world, there's a "China town". So, I would love to have ‘BELLAFRICANA village’ or a ‘BELLAFRICANA town’ where you can find anything ethnic.
“Bellafricana is so special because we have created a significant and much needed community for creative indigenous businesses to thrive in Nigeria, and for Africa as a whole.”
What gives you the most satisfaction being an entrepreneur?
Besides doing what I love and having a sense of fulfilment, contributing to the growth of the economy I was born in, making an impact that will outlive me, and touching lives give me the most satisfaction as an entrepreneur.
What's the biggest piece of advice you can give to other women looking to start-up?
START: With what you have, who you know, where you are. The hardest thing in life is actually to start especially when considering a lot of things, then the fear of the unknown sets in.
BUILD YOUR KNOWLEDGE: Learning must always be a constant thing; every successful entrepreneur never stops building knowledge. Continually striving to gain more experience and build more knowledge will make you successful.
FOCUS: Don’t do too many things at the same time. Don’t let money stop you, because you can find valuable partnerships in which you can do trade by barter, you can pre-sell and so many other ways to be innovative. So many budding entrepreneurs try to do so many things at the same time and this cripples them. It’s important to focus.
BE CONSISTENT: Don’t be in a rush to “make it”, the journey of a thousand miles, starts with one step. Being consistent gives room for growth and gets you to the end successful goal.
SURROUND YOURSELF WITH WISE & POSITIVE PEOPLE: This is so vital especially when you know your personality type. I am an extrovert and a positive person, so having negative people around me was a no no. This I know has certainly helped my journey. Another key one is surrounding yourself with wise people, as the bible says also “He that walketh with wise men shall be wise: but a companion of fools shall be destroyed”.
GET MENTORS: It’s important to have mentors who key into the vision of what you do and are thought leaders in their various sectors not necessarily celebrities. How? (you might ask) by keeping a relationship with them and striking a mutually beneficial balance of what they do, they will give you more than their time when you show you care.
Contact or follow Bellafricana
WEBSITE | FACEBOOK | TWITTER | INSTAGRAM | PINTEREST | YOUTUBE | EMAIL info@bellafricana.com
Why LoA loves it….
Bukky Asehinde is a real powerhouse, passionate about the work she and her team do to open up opportunities to showcase and connect talented local creative entrepreneurs to buyers and new markets. As any entrepreneur will tell you, getting customers for your products is one of the hardest things to do, particularly if you are not a natural salesperson. Therefore, getting noticed through powerful platforms that deliver both eyes and buyers is key. Bukky is playing her part in creating this all important access to markets solution in Nigeria and beyond. — Melanie Hawken, founder & ceo of Lionesses of Africa