LIONESS WEEKENDER COVER STORY
MOBI Lda, a home and office furniture solutions business for the Mozambican market
Heleen Henriques has the title of Financial Director at MOBI, and being one of the co-founders, she has a hand in most parts of the business operation. She has an architectural degree from the University of Cape Town where she met her husband, Sérgio, who is her partner in business and in life. In 2006 she left South Africa for Sérgio’s native Mozambique, learned Portuguese and slowly assimilated the new culture. With him she co-founded architectural firm Estúdio Quatro Arquitectos in 2007 and MOBI Lda. In 2011. Most recently Heleen led MOBI’s successful bid in Standard Bank’s competition “Acelere o seu Negócio” which has a cash investment and mentorship program as prize. MOBI is a job creator and employs 18 people in the business.
Lioness Weekender spoke to Heleen this month to learn more about her unique business, her background in architecture, and her aspirations for MOBI going forward.
What does your company do?
MOBI provides home and office furniture solutions to the Mozambican market. Besides for carrying stock for immediate delivery, we also supply furniture for projects on order. Our services include consulting, design, and procurement according to the needs of the client.
What inspired you to start your company?
Starting one’s own company might come with risk, responsibility, and hard work, but it also offers a certain freedom and personal reward. I am a perfectionist and find joy in all the details. Building one’s own company means having the autonomy to create according to one’s own standards and having a level of control over the outcome. These aspects attracted me to being an entrepreneur.
Why should anyone use your service or product?
MOBI’s strength lies in three components. Our range of products are of certified quality and encompass new global trends. We have a large stockholding of products available for immediate delivery and most importantly, we pride ourselves on having built a well-trained team that brings superior customer service.
Tell us a little about your team
All parts of our team are essential to our success.
Management and operations: Sergio and I run the operations and orchestrate the various teams. Our architectural background is well suited to a design focused business.
Accounting: Ássia Aboobacar was the first employee we hired and after 8 years still keeps things in check today.
Sales: Our Sales team of seven people is led by Mia Dávila, an animal lover with great people skills.
Installation: Our installation team consists of five motivated youngsters who started as part-time employees 10 years ago and have since become our full-time core installation team.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
My mother is a teacher and my father a mechanical engineer, so I don’t come from an entrepreneurial background, but I have always enjoyed challenging myself and starting the journey as an entrepreneur is just that. I somehow always knew I would run my own business, I just never imagined it to be furniture sales.
What are your future plans and aspirations for your company?
We aim to expand our presence in Mozambique to the provinces further from the capital, Maputo. We also strive for MOBI to be a leader in the Mozambican market in terms of the implementation and use of current technology to improve efficiency in our operations and create ease in terms of our customer experience.
What gives you the most satisfaction being an entrepreneur?
Seeing the results of one’s hard work, be it in a beautiful showroom layout, a satisfied client, or a successfully delivered project.
What's the biggest piece of advice you can give to other women looking to start-up?
Be meticulous in your planning and rigorous in your execution.
Be prepared to work hard and to face challenges.
Be curious and do not be afraid to seek advice from individuals you trust.
Be firm the knowledge that you are capable.
To find out more about MOBI and its product and service offerings, contact Heleen via email: heleen@mobi.co.mz or visit the company’s website and social media channels.
