Segment: TikTok Is 90% of My Business - Small Business Owners Need to Get Serious About Value

Summary

Konnected Minds Podcast | "TikTok Is 90% of My Business - Small Business Owners Need to Get Serious About Value"
Host: Derrick Abaitey
Episode Date: March 30, 2026

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Episode Overview

In this episode, Derrick Abaitey sits down with a successful small business owner to unpack the journey of building an e-commerce brand focused on feminine hygiene. The conversation focuses on leveraging social media platforms—primarily TikTok—to drive sales, overcome logistical challenges, connect deeply with customers, and deliver real value instead of simply pushing products. The guest provides candid insight into scaling up, surviving early difficulties, and the critical importance of education and authenticity in standing out from the competition.

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Key Discussion Points & Insights

The Early Hustle and Influencer Marketing

• Initial approach: The guest began by using Snapchat and paying influencers to promote products, quickly experiencing a surge in demand.
• Overwhelmed by demand: This resulted in selling 500 pieces in 2-3 weeks, causing logistical bottlenecks and learning the importance of finding reliable wholesalers.
  • "[I was] so overwhelmed. My friend came to me to give me moral support because I didn't know what to do..." [00:57]
• Transparency and Value: From day one, she focused on educating customers about the product's value, not just selling.

Pivoting, Scaling, and the Logistics of Growth

• After an initial sellout, the guest scaled up order quantities, expanded SKUs (now 12-15 products), and focused on FDA approvals, underscoring patience and careful scaling for quality.
  • "I want to make it firm, Luxe, because I see it as a brand on its own... I'm not rushing the process. I want to take my time..." [03:34]
• Invested in packaging, design, and direct imports—eventually traveling to China to oversee formulations and supplier selection personally.

Building Community and Trust Through Education

• Faced with account removals and competition on Snapchat, the guest doubled down on providing unique value: confidently discussing sensitive feminine hygiene topics that many competitors avoided.
  • "I was teaching people... I tell you why you need this product... People need education and they love the fact I made them feel like whatever they are going through, I'm also going through it or I've been through it." [04:54, 05:54]
• Influencer investments remained substantial—over 80,000 Ghana cedis—to maintain top-of-mind awareness.

The TikTok Breakthrough — 90% of Sales

• Organic reach: Transitioned to TikTok in 2024, focusing exclusively on educational, value-driven content instead of dancing or meme trends.
  • "You barely see me on there dance. And I'm not dancing. I'm here for business. So I sit down and I tell the ladies what they need to hear..." [06:39]
• Statistical impact: TikTok now accounts for 90-95% of the business's revenue.
  • "I think right now, TikTok is about 90 [percent of my business]." [08:00]
• Authenticity over skepticism: Faced disbelief after sharing that she made 800k via TikTok, but remains unfazed.
  • "If you think I didn't make that, that is okay. The money is in my account. Not in your account... I made more than that from just TikTok because I keep pushing." [10:46]

Actionable Advice for Small Business Owners

• Lead with value, not just products:
  • "If you are selling clothes, you can show people how to style the clothes. If you are selling shoes, teach people how to style the shoes... Every business has its value. That is what you're supposed to be pushing out—value of what you are selling." [08:52]
• Educate to activate customers: For every product, educate the audience about its purpose, application, and unique value.
  • "If someone comes to you to buy the shoe, the dress, she might add a shoe to it because you styled it for them..." [09:02]
• Ignore the noise, stay consistent: Don’t let naysayers or skeptics slow your momentum; consistency in content and value creation pays off in long-term sales and trust.

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Notable Quotes & Memorable Moments

• On Overwhelm and Resilience:
  • "I was just taking the money and I was so overwhelmed. My friend came to give me moral support because I didn't know what to do again." [00:57]
• On Branding and Vision:
  • "I want to make it firm, luxe, because I see it as a brand on its own..." [03:34]
• On TikTok’s Power:
  • "TikTok is now about 90%... I just have to post on TikTok now." [08:02]
• On Value-Driven Content:
  • "You have to give value. You don't have to just go and post..." [08:52]
  • "You don't just post that you are selling a camera. No one really cares. But if you take a video with the camera or compare it with the phone... If someone is serious, they go for the camera." [09:17]
• On Skepticism and Mindset:
  • "If you think I didn't make that, that is okay. The money is in my account. Not in your account. I would feel bad if I was lying, but I made more than that..." [10:46]

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Timestamps for Key Segments

• Early challenges, influencer marketing: [00:00–03:13]
• Scaling products, FDA processes, branding vision: [03:13–04:40]
• Transition from Snapchat to WhatsApp to TikTok: [04:40–06:37]
• TikTok's impact and content strategy: [06:37–08:44]
• Advice for business owners: leading with value: [08:44–10:39]
• Addressing skepticism and staying confident: [10:39–end]

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Conclusion

This episode offers an authentic look at the rollercoaster journey of a young e-commerce founder who built a thriving brand through grit, adaptability, and a relentless commitment to providing value. The guest’s clear message: Small businesses must get serious about educating customers and leveraging platforms like TikTok not just for reach, but for meaningful engagement. Her story is both a blueprint and a motivational tale for any aspiring entrepreneur.

Transcript

[A]

I didn't like it. I think it was a year into my business before I started TikTok and just Snapchat. But that one, you need to pay influencers. And I didn't mind so far as the money was coming. I was just paying them to, you know, keep posting for me, keep posting for me. And then the orders were coming. I sold about 500 pieces in a span of about two to three weeks.

[B]

How did that make you feel when you started making money from the business?

[A]

I was like, sit tight. I told myself, sit tight, you are now starting. Because it was just one product. And I didn't. I was like, I can do this better. So, you know, in a span of 24 hours, this lady was already tired. I had to think on my feet. I was like, how am I going to make things better? So I asked that, do you do wholesale? She said, yes. I was like, okay, I want wholesale. I want 3,000 pieces. And they are 30 in a container, so I think thousand. Each piece is like 33 and you get a three containers or so. Yeah, something like that. So I was like, I want to host. So she said she doesn't have a lot of products and the monies were coming in. I didn't know how to tell them to stop because the money, that's the first time I'm making like some good, substantial money and I don't know know how. I was like, so what do you think? And then she was not even replying me. I was getting scared because people are giving me their money. I didn't know how to say don't buy, don't send the money. I was just taking the money and I was so overwhelmed. My friend came to me to give me moral support because I didn't know what to do again. So I went on Instagram and I was searching where to get wholesale. And then I realized I can get it from somewhere else instead of hair. So I think that was about three days later. And then I just paused. I wasn't taking orders again. I was like, they should wait. Our products are sold out. When they come, people are ready to pay and wait. So those who are ready to wait, they paid. And I think giving value does the basis of business. Because I didn't just start posting. I had knowledge about what it was about. So I was giving them why. Even though it was just the first day I started a business, I was giving them why they should get this product.

[B]

Because it's a product you have been

[A]

using for, I've used. And then I realized A lot of ladies need it. So I, I saw the wholesaler I bought from and it was outside the country. So that was when I went to my friend. I was like, the money with you, I would need it because I don't want to buy small and I want to buy a lot. So I started with I think 3,000 pieces. She brought it. I, it wasn't enough because I had so many orders there and people were now getting angry. So I was like, let me take the bold move and then order for 10,000 pieces. I ordered for 10, 000 pieces. It got sold the same day. But let me go back. So whilst I was searching for these things, I had to think about my packaging. I couldn't put it in, just the rubber and all that. So I went on Instagram once again, search for designer, search for. So it's like everything was just shop, shop. I needed a shop, shop. So the guy designed for me. Within two days, she bought the things, the stickers and then containers. I have to get containers. And, you know, it was just one product, so it was easy to do things. But people were not patient. They felt like I've scammed them. They were angry. Going back to the influencer, telling the influencer I've taken their money. And I didn't know what to do at that time. But, yeah, I think taking the boldest move has gotten me to this point.

[B]

So now, how many products do you have?

[A]

I have about 12 to 15 products.

[B]

And this is all FDA approved? Most of them.

[A]

Yes, most of them are. Most of them doesn't require approval. Yeah, and then most of them does. Some are approved, some are still under the. With FDA going through the approval process.

[B]

Awesome. I love it. And now your plan is to make this business very big.

[A]

Yes, I want to make it firm, Lux. I, you know, I used to. Yes, I want to make it firm, luxe, because I see it as a brand on its own. I used to take from, let's say we have feminine washers that I take from other people. But right now we are going into our own production. It requires a lot and I'm not rushing the process. I want to take my time and go through the process and then, you know, come up with my own production and all that. So I think we've started with probiotics for femlocs and then we are taking it to FDA for approval and then from there we are bringing in our own feminine washes, which we are yet to get the samples. I traveled to China for that to, you know, because I was very specific about my ingredients, about who I'm trying to serve, what I want my customers to get out of the product. So I had to travel for that. So I went and then I'm able to. I was able to find suppliers, manufacturers. We spoke about it. It requires like a large sum but I told them I wanted a sample first. I want to make sure it's approved before I come there for a large scale. So yeah, we are still on it. But now famous is okay. It's doing well. Okay now.

[B]

Wow, what a story. So you move from Snapchat.

[A]

Yes.

[B]

Built a business.

[A]

Yeah.

[B]

And then a year after you go on Tick Tock. Yes, talk to me through your journey on building your business on TikTok as well.

[A]

Okay. So it all started with Snapchat. Snapchat was taking my account because, you know, feminine hygiene, I was teaching people. You barely see me hold a product and sell. I teach people, then I tell you why you need this product. So. And sometimes they are explicit because feminine hygiene, you need to mention it as it is and people are so. I don't see Ghanaians doing that. It's like they are scared to mention those stuff. But I was so confident to mention them. And then Snapchat and then there was. When I started, there was not much competition. Competition started coming in and people were so, you know, decided reporting my account and all that. So I'll create an account, they will take it. I'll create an account, they will take it. And my customers were looking for me. And at that time I had paid a lot of you. I've spent about 80, 000 Ghana cities with influencers to make sure that my products are on the minds of people, on the lips of people. So I invested so much in influencer advertisement. Then even though they were not finding my pages, they were still looking for me. So I was like, you know what, I don't like WhatsApp but I'm going on WhatsApp. So I created another account. And then, you know, these influencers posted for me. People came to add me and I was like, we are moving to WhatsApp so please add me on WhatsApp. And I think in a day I had about 600 people testing me to save their contact. I mean people need education and they love the father. I made them feel like whatever they are going through, I'm also going through it or I've been through it. So yeah, people love that aspect of me. So they came and then I started posting on Tick Tock. Yeah, I think that was 2024. Yeah. I started posting on Tick Tock. And Tick Tock also did its own thing. I mean, Tick Tock, I wish small business owners would take really a Tick Tock. Serious, take me through it.

[B]

Why?

[A]

You know, the basis of every business is giving value. Okay. And I know what I sell. I know the value. If I'm able to talk about it, well, I know I can attract my people. So I didn't go on Tik Tok and just go and fool. You barely see me on there dance. And I'm not dancing. I'm here for business. So I sit down and I tell the ladies what they need to hear. Cuz I know what you need to hear. Cuz I wish I had those stuff. So I tell them what they need to hear and they fall in love with it and then they come to me. So I'm not just selling products, I'm giving them value. I'm teaching them how to, you know, take care of themselves. They are mothers. They have, I have some of the celebs patronize me. I have pastors, wives. Like I have a lot of people come to me, which you don't even have idea about the things I talk about.

[B]

Okay.

[A]

So it's like they get to learn from me. So people will just come and be like, I want to learn from you, so please save my number when you post. I want to see it. So that's how I started Tick Tock. I wasn't going there to dance and do stuff. I wanted to give value of the products I'm selling. I wanted ladies to learn and for the ladies, so I wanted them to learn. And then I was teaching, I was just teaching. And then by God's grace, it picked up.

[B]

How has Tick Tock pushed your business in terms of percentage? Like if you say, okay, Snapchat pushed it maybe about 20. And how much do you think Tick Tock?

[A]

I think right now say Tick tock is about 90.

[B]

Wow.

[A]

Because for the whole of 2025, let's say from I started in 2023, I was paying influencers for adverts that was so good. But you know, money was going into it and I don't like to go and just, I don't want you to post my products alone. I want you to talk about it. So I don't pay the small, small amount. I pay for ambassadorial dues. I pay for. I don't care. I want, I want my business to be on the left of people, in the minds of people. So I, when I Go to them. I pay them good amount of money to, you know, promote my business for me. Then, you know, all this came about and I was like, TikTok is now about 90% or 95. Honestly, I just have to post on TikTok now.

[B]

What did you do differently? I mean, there are people that have businesses on TikTok and it's not working for them. What are you going to tell them?

[A]

You need to give value.

[B]

Okay?

[A]

Every product has its value. If you are selling clothes, you can show people how to style the clothes. If you are selling shoes, teach people how to style the shoes. You don't just post shoes. I don't need that shoes. If I'm wearing this heels or I'm wearing this dress, tell me what shoe I can match with the dress. If someone comes to you to buy the shoe, the dress, she might add a shoe to it because you styled it for them. Every business has its value. That is what you're supposed to be pushing out value of what you are selling. Push that one out. I was only pushing the value out. I mean, I saw feminine hygiene products so I was teaching about feminine hygiene. And if I'm able to teach you about the feminine hygiene, it means you need a product. I will chip in my products for you to know that. Okay, this is what I used. Okay, this is the benefits of this. There's the benefits of that and it brings the people. So you have to give value. You don't have to just go and post. Let's say you want to sell this MacBook to me. I don't know this iPad. I don't know a lot of things about iPad, so why should I buy it? Let me know why I need an iPad. As a business owner, let me know how I why I need an iPad. As a person, if I want to buy a camera, why do I need a camera? Let me know why I need that camera. Maybe I'm okay with my phones recording with my phone, but maybe a camera has good quality. State the qualities that this camera has. You don't just post that you are selling a camera. No one really cares. But if you take a video with a camera or you compare it with the phone or this is a phone's camera. This is the camera itself. You push people. If someone is serious, they go for the camera. So you have to show the value of all the importance of me having the camera. You don't just post it. I don't care about camera. So I could have posted my product, but no one cares when you posted

[B]

that you had made, I think 800k on tick tock. I mean, you know how it was. A lot of people did not believe you. How did that make you feel?

[A]

I did not care. I think I've passed the stage. Why I care about what someone says. If you're going to be on the Internet and promote your business, you don't have to care about what people says. You have to know that one thing I always say is so far as I know, my product works, I'm giving value. I don't care about what you say. I said I made 800k from. What do you call it? Tick Tock. If you think I didn't make that, that is okay. The money is in my account. Not in your account. I would feel bad if I was lying, but I made more than that. I was just saying, you know, just to. I said hook. But I made more than that from just Tick Tock. Because I keep pushing. I don't stop. I keep pushing. Making videos. When I travel, I'm making videos and I'm here, I'm making videos. So I'm always working, trying to put some. Something good out there, you know. So if you say I didn't make it, that is okay. Connected Minds Podcast.