From Precious
July, 2010
Natalie Mwedekeli | Travel
Natalie is founder of The African Eden Safari Company, a safari beach and bush
travel company that aims to give people the opportunity to experience the
REAL
Kenya and
Tanzania www.africaneden.com
Precious: Did you always want to be a business woman?
I always had it in mind to run my own business, but my path to attaining it was unclear. After graduating from university and getting the ‘dream job’ working for a well known film production and distribution company, I began to feel dissatisfied. It made it even clearer to me that working 9 – 5 for someone else was not a good fit for me. I knew that I had the determination, persistence and work ethic to push a good idea and make it into a successful business plan. The fact that my parents run a successful business also made me want to replicate their success, they instilled in me that there was only so much that I could achieve in a job and that the possibilities were endless if I did things on my own terms as long as I put the effort in.
Precious: When did you come up with your business idea?
Being of Kenyan heritage I always travelled to East Africa annually and did the usual safari holiday. Before I stepped foot onto the continent my head was full of western, media-fed preconceptions of what ‘Africa’ would be like. After my first journey, seven years ago, I was pleasantly surprised. The ‘Africa’ I had seen on the TV screen was not the Africa I saw before me. People were happy, friendly, and curious. The roads were smooth and paved, coffee houses, malls, office blocks and modern apartments where at the heart of the city with a working middle-class society ready to spend. Leaving the city and heading into the bush offered a beautiful contrast of wildlife and open plains. Home to the nomadic tribes of East Africa, places rich in culture and history. The coastal regions of Zanzibar and Mombasa were simply pages from paradise worlds’ apart from the fast-paced city life. It was a slow and gradual process that made me realise that there was an opportunity for me to show others the ‘Africa’ that I see. It was important for me to communicate this in a modern and effective way. The internet seemed to be the best medium to show people videos and photo’s in an interactive and real way. It became my sole purpose to re-brand Africa through a travel company that offered an experience rather than a holiday. I wanted to show that there was more to the region than wildlife but a fascinating blend of beach, city, culture and history where modern meets tradition.
Precious: Tell us about the business planning stage.
The process of setting up the business was a challenge. I had to write a business plan and strategy. It was one thing to have the idea in my head but to commit it to paper was difficult as I had to think about marketing, competitors’, financial plans and projections, sector fact figures and trends. The process took about four weeks to flesh out and perfect. It was crucial as it gave the business direction and summed up who we were and where we planed to go.
Precious: Did you have any formal business training??
I have a BSc in Business Management and experience in Human Resource management
Precious: What setbacks did you encounter?
All funds were raised by investors and family members
Precious: How has family/friend support affected your business efforts?
My parents were able to give me practical advice having been through the
process of setting up their own business they already knew the pitfalls.
I have friends who have legal and marketing experience which helped a great
deal. My business partner also has 20years safari experience.
Precious: Has your business developed the way you thought it would?
African Eden is the company that I envisioned it to be. I am keen for it to pick up momentum and awareness so that it can be Africa’s answer to Thomas Cook.
Precious: Apart from Precious, do you belong to any networking groups?
I belong to the Puma Creative Africa Network.
How do you work on making your business grow?
It is a constant effort trying to market the business in innovative ways
without breaking the bank. You could have the best product in the world
and still crash an burn if you do not focus on a marketing strategy that reaches
the right audience. It is important for African Eden to create brand awareness
and recognition for us to grow.
Precious: What's been the most exciting event in your business life so far?
In March/April 2010 African Eden hosted a week long gallery event in Covent Garden showcasing contemporary young, up and coming African Artists (by heritage or grew up in Africa), photojournalist and products of African origin. The event was sponsored by Lonely Planet, Rough Guides, Fairmont Hotels, Painted Wolf Wines and the Kenyan High Commission. Over 350 people attended the private view where we had a live band perform African inspired music, a live art performance, East African canapés and a raffle to win a weeks luxury safari holiday to the Maasai Mara Kenya courtesy of Fairmont Hotels and African Eden. The event was a huge success as we proved that being an African was something to be proud of and that it was a state of mind and not colour. We had some inspiring comments and feedback relating to the event. We also managed to raise funds in aid of the Born Free Foundation who have community based projects in Tanzania and Kenya. We would like to host the event again in 2012 providing that we get sponsorship.
Precious: How do you see your business progressing over the next five years?
I would like to expand the destinations on offer to South Africa, Ethiopia and Rwanda. By that stage ideally we would have a larger marketing spend to promote the business nationwide..
Precious: How do you achieve the work/life balance?
As the business is in its infancy I don’t! – I would love to but it is not
a reality for me. Once it moves into maturity I would like to slow down
and focus on having a life outside of the business.
Precious: What's your advice to potential female entrepreneurs?
Believe that the ‘impossible’ is possible; If you are serious about starting
you own business do not procrastinate. You need to prepare yourself to
work hard and to make sacrifices. Do not expect instant success but do
not lose patience as it does take time. Do something that you love as motivation
and effort can only take you so far. Passion, persistence, taking informed
risks and believing in yourself are the only means to attain your goal.
Do not listen to the people who say no as there is always someone who says
yes