Segment - How I Built a Distribution Business Selling Essential Goods on Credit

Summary

Podcast Summary: "How I Built a Distribution Business Selling Essential Goods on Credit"

Konnected Minds Podcast
Host: Derrick Abaitey
Guest: Kingsley (entrepreneur & founder of Trade View Enterprise)
Release Date: February 26, 2026

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Episode Overview

This episode dives deep into Kingsley’s journey of building a thriving distribution business in Ghana, selling essential goods like toilet rolls and detergents on credit. The conversation, guided by host Derrick Abaitey, highlights resourcefulness, the importance of integrity, leveraging networks, and solving problems as cornerstones of entrepreneurial success, especially for young people in Africa.

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Key Discussion Points & Insights

1. Starting the Business with No Capital

• Kingsley recounts how he entered the distribution business without any seed money.
  • He leveraged his boss’s credibility to receive goods on credit from suppliers.
  • Early transactions involved small quantities ("five, ten packs at a time"), building trust before scaling up.
• Quote:
  “I didn’t start with any money but what I was doing is, I actually take in bits… After a week, I mumu their money to them and that time I was earning 40 cedis per pack.”
  — Kingsley [04:10]

2. Power of Networks and Recommendations

• Integrity and recommendations were key to unlocking supplier trust and opportunities.

• Kingsley identifies a pivotal mentor (“my godfather,” Mr. Frimpong) who vouched for him and helped him get goods on credit.

• He sees information asymmetry (“knowing something others don’t”) as a crucial advantage, citing a Nigerian entrepreneur’s analogy.

• Quote:
  “When a man’s integrity leads him, he gets recommended by the people he has been truthful with.”
  — Derrick Abaitey [02:01]

3. Scaling Operations and Expanding the Team

• Kingsley’s first large order (100 packs) sold out instantly, prompting operational expansion.
• He hired his first employee—a sales girl—to manage growing demand and later brought on an experienced seller familiar with the region.
• Expansion happened “bit by bit”—starting in Koforidua before moving into surrounding areas.
• Example: Sales exploded when Kingsley recruited Muhammad Tahiro, immediately selling out 250 boxes in new territories.

4. Addressing Ghana's Youth Unemployment Trap

• Kingsley and Derrick discuss how many young people get stuck waiting for white-collar jobs, neglecting “dirty work” and entrepreneurial opportunities.

• Kingsley emphasizes humility and willingness to start from the bottom, sharing how he even helps market women sell their goods.

• Quote:
  “In Ghana, if you want to make money, you need to put your ego somewhere. That I hold a degree, I have a Masters, I have a PhD—that won’t give you money...”
  — Kingsley [06:25]

5. The Problem-Solving Mindset

• Successful entrepreneurship comes down to solving real problems.

• Kingsley frames his own business as selling essentials—solving day-to-day needs in his community.

• Derrick reinforces this principle, referencing global icons like Elon Musk and Mark Zuckerberg.

• Quote:
  “If you want to make money, just identify a problem in your locality…that’s where the money comes in.”
  — Kingsley [08:08]

6. The Step-by-Step Sales Process

• Prospecting:
  Kingsley first approached potential customers to understand their needs and offered competitive (sometimes break-even) pricing.

• Negotiating Supply:
  He prioritized building trust over immediate profit, making initial deals without financial gain to secure customer loyalty.

• Tapping Volume Policies:
  Many wholesalers required high minimum orders (e.g., 800 boxes), making intermediary distributors like Kingsley crucial for small retailers.

• Quote:
  “It’s difficult for a customer to change. So what I did first was to move to them, tell them I can give it to them at this price, which is lower. That bought their mind.... I was thinking of a long term, I had a vision.”
  — Kingsley [09:24]

7. Market Realities: Pricing, Quality, and Trust

• In Ghana’s market, price is often the primary driver of sales, provided the products are genuine.
• Kingsley ensures he sells the same branded products—not imitations—at better prices by accepting thinner margins for volume.
• Direct importers don’t usually sell in small quantities, creating a critical gap for distributors.

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Memorable Moments & Notable Quotes

• On Integrity and Opportunity:
  “The man stood in. The man is my God on this earth... because of the man’s integrity, they brought it.”
  — Kingsley [01:02]

• On Market Hustle:
  “I actually don’t remember the last time I even put on an official wear. It’s actually me and my crocs, my handbag, and my phone.”
  — Kingsley [06:05]

• On Perceptions of Success:
  “If you see his outfit—you won’t even give him a seat in your house. But the guy is f**ing rich!”*
  — Kingsley [07:29]

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Timestamps for Important Segments

• 00:00-02:00 | Early networking, getting goods on credit
• 02:00-03:35 | The role of integrity and key mentors
• 04:10-05:24 | Starting with no money, scaling orders
• 06:05-07:45 | Youth unemployment, importance of “dirty work”
• 08:07-08:49 | Entrepreneurship as solving problems
• 09:24-10:12 | Sales process: prospecting, pricing, winning customers
• 11:01-11:14 | Why intermediaries are essential in the supply chain

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Final Takeaways

• Sustainable small business in Ghana requires resourcefulness, building trust, and grit.
• Focus on solving pressing, local problems with affordability and reliability.
• Start small, nurture relationships, and always think long-term—even (or especially) when immediate profits are modest.

Listen to the episode for the full entrepreneurial blueprint and inspiration from someone who built success against all odds.

Transcript

[A]

We need to do this. We need to do this. And Mr. RuPaul said, I'm only doing this for, for, for, for, for a son. He has no money. So how do we do it? We said, oh, because of Mr. Frim, he, he, he, he has worked with the company before, so they will give it to him on credit.

[B]

Wow.

[A]

So the goods came because I already built that, that network of customers in Kofridia, they were also demanding for that brand. The First Good was 100 packs and that day it got finished and hundred parts of that fabric softener and it got finished and we were still doing 100, 100, 200, 200. So we got to a time we, we actually needed to pump in cash for them to bring a lot because it's their policy that if their car moves from Accra to Kofridia, unless you pick 800 packs and I say 800 packs, we don't have. But the man stood in. The man is my God on this earth, Turk. He stood in. I actually don't know the conversation that happened between 8 and the company, but what I know, he didn't pay because of the man's integrity. They brought it. They brought it. So the demands were high. So I had to bring in a sales girl. That was my first employee. I brought in a sales girl. We actually the. The dream was to distribute in Eastern region. But due to how operations were bit by bit, we started in COF Radio and later in just this September, I brought the Muslim guy, Muhammad Tahiro, he's an imam. I brought him. He had worked with Mr. Frumpun before. So he knew customers in Akwetia, he knew customers in Nkoko, he knew customers in Oda, he knew customers in Abrim. So the first day he came, I just went with him. So I was in the car and I just sat down. I said, this guy can't really help me. We sold with 250 bosses. We sold all. So that was how Trade View Enterprise came into action.

[B]

The story. You know, there are some things I don't play with, which is the power of recommendation. When a man's integrity leads him, he gets recommended by the people he has been truthful with. And I think that's what this. Your godfather?

[A]

Yes.

[B]

Yeah, yeah.

[A]

He's actually a God on earth for me because Ghana is not easy for you to find someone, someone to lead you. So when he was actually helping me, I actually watched a video on LinkedIn and it was also Nigerian. He said, poverty's best friend is information asymmetry. And she Explained information asymmetry as two people going for a race. One has the idea that if I take in glucose or I take in some steroids, I'll run faster. The other one has no idea. So you see, at the end of the race, the one who has that information beats the one who had no idea. So I just linked it to what's happened between me and that man. Yeah, the man had that information and just let me in out of integrity. They were willing to bring goods to him and he's actually the EC of NAG VenturesCo Fredia. He actually has contract with CBage, the manufacturer of Safari mini jumbos, Safari toilet rolls and stuff.

[B]

So from what you have described, a young boy who was searching for a job for almost three years.

[A]

Yes.

[B]

Didn't get one and got an awakening that okay, there are some skills I learned from the market.

[A]

Yes.

[B]

In school, from grandma as well and then also from school.

[A]

From school.

[B]

And if I don't get this job, I'm going to create my own job and then you get somebody to work with you find a product. Did you actually start with any money? Let me stop you here for a minute. So if it's your first time watching Connected Minds or you have been here before but still have not subscribed, do us a favor because majority of the people that watch our videos have not subscribed. This doesn't help us grow beyond what we expect. So help us by hitting the subscribe button. Thank you. Now let's get back to the conversation.

[A]

No, as I said earlier, I went to the company that this is the issue because they already had a contract with my boss. My boss told me that if anything I should contact them, they may be willing to help. So I didn't start with any money but what I was doing is I, I actually take in bits. Okay, let's say five packs, ten packs from them from their sales team and distribute it to my customers in. So after a week I mumu their money to them and that time I was earning 40 cedis on pack per pack. So if I, if I should sell 10, that's 400 cities for the day.

[B]

So when you started, how many packs were you selling?

[A]

At first I was selling let's say 10 because I actually didn't want to get a bad reputation with the company. So I actually taking bids, I actually didn't want to take bigger, bigger stocks from them. So one day a customer in Tafo, Margaret Vance told me, told me she need 50 of of that product. Yeah. So I had to do Some magic for them to. I had to convince them that this is a cool job deal. If they could supply me with 100, I'll pay them in three days time. Meanwhile there was no money.

[B]

But you went with them?

[A]

Yes, I went with Vim and. And I. And. And they actually brought it. So when they brought it, it was actually a first deal with that woman. So I was afraid she wouldn't pay that day. But the woman paid with cash that very day she paid the 50 packs.

[B]

Kingsley, why a lot of young people stuck in and looking for a job mentality.

[A]

You see, as I said earlier, the system in Ghana is not giving way for the youth to think. And also in Ghana jobs or let's opportunity that will give you money are in debt.

[B]

So you think most young people don't want to do the dirty work?

[A]

They don't want to do the dirty work. Because I actually don't remember the the last time I even put on an official way. It's actually me and my Crocs. My handbag and my phone actually have customers detailing my phone. So I just move from shop to shop. I even go to the extent of even helping them to sell.

[B]

I see.

[A]

Yes. This. This man, this Abawa woman anytime like and I'm just passing in front of her shop. I even go to help herself. So in Ghana if. If you want to make money, you need to put your ego somewhere that I hold a degree, I have a Master's, I have a PhD that won't give you money even though in code some people see to be money making machine. If you get that degrees. But I mean actually don't believe that because if a market to man takes a good worth of 15,000 and pay with cash that same day. I actually don't buy the idea money is in Ghana but it's in debt. Even gold. See how Google is being mined before you get to gold, you see the debts. It's actually a whole story before you get good. But we think that we need to get okay to. To be successful in Ghana you need to get a white collar job. But actually don't think that because the first time I went to Abu Soka and they showed me one of the richest guys in Abu Suka. If you see his outfit, oh, you won't even give him a sitting in your house. But the guy is fucking rich. So money is in Ghana, is in debt and the youth today does not want to do the dirty job. They don't want to do the dirty job.

[B]

I want you to teach the youth how they can also set themselves up as you have. Take me through the process.

[A]

The way they can set self up is in Ghana if you want. Okay. No, not actually in Ghana. In the world, if you want to make money, you need to solve a problem.

[B]

Okay.

[A]

Elon Musk is solving a problem with his, his, his Internet connections to other countries. Mark Zuckerberg is solving a problem because he is able to foster communication with two people from different countries. And that's giving money. Solve a problem. What? Me as an individual city, I'm solving a problem. I actually sell essential needs and essential goods to people. Toilet roll, washing powders, buffing, soap softness. So if you want to make money, just identify a problem, a problem, your locality, it could be sanitation, it could be anything. Just identify that problem and that's where the money comes in.

[B]

I, I want, I want to break down your machine.

[A]

Okay.

[B]

You have a skill and your skill is one. You know how to brand products.

[A]

Yes.

[B]

You know how to sell products. You know how to communicate very well. And you identified a supplier.

[A]

Okay.

[B]

That manufactures the product.

[A]

Yes.

[B]

Or imports the product.

[A]

Yeah. Then you look for, you look for people to buy.

[B]

Right. Okay. And then once you find the product plus the skill you have and the people to buy, what do you usually do first? Do you get the product first or you go to the people going to buy it first?

[A]

First I, I did a prospect. That's what I was saying is it's difficult for a customer to change his. Okay. So what I did first was to move to them, tell them I can give it to them at this price, which is lower. That bought their mind.

[B]

Okay.

[A]

And that time I was actually not making profit, but I was thinking of a long term. I had a vision that I want to make them buy my brand. So I was actually not making loss, I was actually not making profit, but I was just breaking even in every product I saw. And on the marketing, you see everyone wants a brand that sells low. So let's say if this cup is being sold for 120 cities in the market, then I come to you and tell you I'll give it to 80 cities, you buy mine. So that's how it started.

[B]

Do the customers care about the quality?

[A]

Yes, they, they do care since it's the same product.

[B]

Okay.

[A]

It's the same product. Not imitation.

[B]

Right.

[A]

It's the same product. So in, in is it. It's actually makes them fall in love with doing business with you. Yes.

[B]

So in the markets is it all about pricing?

[A]

It's all about pricing.

[B]

Right.

[A]

It's all about pricing. But you know why customers ditch other suppliers is other supplies aim of making abnormal profits. Okay, but me, if it's my profit is 20 cities on a pack and you are able to give me 5 profit, I'll give the product to you. Huh?

[B]

But, but Kingsley, why can't the lady go straight to the wholesalers or the importers and buy the product and.

[A]

Because the wholesaler, they, they do with volumes. They do with volumes. As I was saying, I. I have this, this supplier and their policy is 800 boxes or a car will not move.

[B]

I see.

[A]

They deal with volume, so they can't buy the thing like in large quantities. We, we can buy, we can negotiate. So we, we bring them from Accra or we bring them from overseas. Connected Minds podcast.