Business in Africa based on personal relationships, says scaffolding boss
Hassan Suleman |
When South African
Hassan Suleman was working at his father’s business Nexor International,
which specialises in procurement and logistics in Africa, he noticed a
growing number of customer requests for the supply of scaffolding
components to Malawi, Mauritius, Seychelles and other territories.
Market research showed these products were not readily available in
South Africa.
So to meet demand, he set up Form Force Scaffolding in
2005 and began importing scaffolding from India to supply the African
market.
But within a few years the company diversified to manufacture its own
scaffolding products, and now exports, erects and dismantles
scaffolding, both for the South African market and the rest of the
continent. The business employs around 90 people at any given period,
and has offices in both Johannesburg and Durban.
As a finalist in the 2014 Sanlam/Business Partners Entrepreneur of the Year award, How we made it in Africa asked Suleman to share some of his business experiences.
Has being an entrepreneur changed you in any way?
Yes, being an entrepreneur is not limited to a 9am-5pm day in your
office. Your life, in a weird way, revolves around your business.
Balance is of course important, however when in the early stages of
building your business, you are continuously marketing and selling it at
every opportunity you get. You mind is continuously working as you
constantly replay daily events and plan for days ahead.
Your company extends into the rest of Africa. Describe the potential this market holds.
We see it as a huge future market for us linked to rising infrastructure
development across the continent. With the influx of corporate
construction companies moving into Africa, there is a need for
professional scaffolding services as more focus is being placed on
health and safety. Local construction companies are also following the
trend and moving away from the conventional wooden scaffolding. Form
Force Scaffolding is already providing a service of supply-and-erect
solutions to building companies in neighbouring countries, and of course
continues to sell scaffold components to the market.
Any advice for companies looking to expand their African footprint?
Doing business in Africa is not for the faint hearted, but once a
market is established, it can be very rewarding. From my experience I
believe that you cannot do business in Africa via the internet or
emails, one has to physically visit potential customers and see
first-hand what is happening on the ground, as business in Africa is
usually based on personal relationships. As my dad always says: when
doing business in Africa, stay focused, and don’t ever get involved in
politics.
What is the best way to attract new clients?
The best way is to market yourself and your brand via personal visits
to potential customers. Once a contract is awarded, you need to offer
good service. A lot of future business comes from word of mouth within
the industry, as clients are extremely wary dealing with foreign firms
thanks to the many bogus companies and scams. So as soon as you have
established a track record of good servicing, it will make your pitch a
lot easier to convince clients to use you again.
What’s the best decision you have made to grow your company?
There has been a lot of good decisions, but just as many bad ones. I
think every decision you make and how it affects your business must be
used as a tool to grow and learn from. I believe one of the best
decisions made was to employ competent staff for strategic positions –
employing staff who have been in a specific field a long time and have
years of experience, and even more importantly, good contacts in the
industry.
Is there anything you struggle with as an entrepreneur?
As an entrepreneur
every day is a struggle! I face new challenges every day, and being
involved in every aspect of the business, you are confronted with
challenges you most likely have never dealt with before. The task is to
try and understand the challenge, then apply your mind to address it.
Some of the biggest will be access to funding. No matter how much
funding you have, it will never be enough. You are continually aiming to
expand, whether in your current business, or grasping other
opportunities.
Please share the most valuable business lesson you have learnt
I have learnt that no matter who you employ and however knowledgeable
they are in a specific field, you should always be in control and be
aware of the day-to-day activities, as you are ultimately responsible.
And should something go wrong, you alone will face the music while those
around you move on.
Source: http://www.howwemadeitinafrica.com/business-in-africa-based-on-personal-relationships-says-scaffolding-boss/42693/
Commentaires
Enregistrer un commentaire