Unlock Opportunities in Ghana: He Started A Business With 600 Cedis After University & Now Has 2 Bakeries

Summary

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Konnected Minds Podcast — Detailed Episode Summary

Episode Title:

Unlock Opportunities in Ghana: He Started A Business With 600 Cedis After University & Now Has 2 Bakeries

Host:

Derrick Abaitey

Guest:

Samuel Ejakwon, Founder of Banana Bread Ghana

Release Date:

April 3, 2026

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1. Episode Overview

This engaging episode of the Konnected Minds Podcast delves into the entrepreneurial journey of Samuel Ejakwon, a young Ghanaian who launched a successful bread business with just 600 cedis after university and now manages two bakeries under the brand Banana Bread Ghana. Host Derrick Abaitey uncovers Samuel’s early entrepreneurial spirit, his innovative business tactics, and practical mindset, offering valuable lessons for Ghanaian youth and aspiring entrepreneurs across Africa.

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2. Key Discussion Points & Insights

The Problem of Financial Management Among Ghanaian Youth

• Samuel’s View:
  Social media drives many youths to desire flashy lifestyles without the willingness to work for it.
  • Quote:
    “Majority of our youths like what they see on social media, but they don’t want to put in the energy or work to get the needed resources to fund that particular lifestyle.” (03:08, Samuel Ejakwon)
  • Youth spend on appearances and experiences for social media, rather than acquiring assets (03:08).
  • Social media should be a tool for opportunity, not a trap (03:46).

Using Social Media for Business Growth

• Samuel’s Success:
  Built both bakeries’ clientele and market entirely through social media, particularly Instagram and TikTok (03:55).
  • Quote:
    “Social media has done it all for me...it’s a game changing era for everyone.” (03:55, Samuel)
• Importance of educating customers via content rather than just selling products (29:22).
• Samuel emphasized leveraging current digital tools rather than being distracted by trends.

Ghana’s Bread Market and Product Innovation

• Bread Consumption:
  70% of Ghana’s wheat flour goes to bread; bread is the most affordable staple for many Ghanaians (05:09).
• Identifying Opportunity:
  Samuel observed Ghanaians don’t explore alternative products with flour; big companies innovate, but individuals don’t (05:40).
  • Quote:
    “Problem is not thinking, sitting down to do research to see what we can do with something beyond what we are using it for.” (06:45, Samuel)

Entrepreneurial Journey: From Childhood Hustles to Full-Fledged Business

• Early Enterprise:
  Samuel’s entrepreneurial mindset started in Class 4, selling food in school, building networks, and solving problems others avoided (09:19–12:11).
  • Parental expectations clashed with Samuel’s ambitions; he rejected the “go to school, get a job, get married” formula (06:53).
• Mindset:
  Chose non-traditional paths, tackled “dirty jobs,” and learned that real wealth comes from solving real problems (06:53–09:11).

Starting with Minimal Capital

• Startup Capital:
  Began his bread business with just 600 cedis—200 from savings, 400 borrowed from MTN via mobile loan (23:40).
  • Quote:
    “I started my business with 600 Ghana cedis. I didn’t buy a full bag of flour. I bought the necessary things that would keep production.” (23:43, Samuel)
• Relied on his mother’s trading experience for sourcing raw materials affordably (23:40).

Facing and Overcoming Initial Struggles

• Early sales were slow—consumers balked at pricing and unfamiliar products (25:27).
• Turned things around by educating customers about the health benefits and value of his banana bread (26:15).
• Found a niche market serving diabetics, hypertensive customers, and health-conscious consumers (27:29).
• Quote:
  “My market is not just for the ordinary Ghanaian...there are people who are constantly eating it so that they might still enjoy the privileges they have or the kind of taste and preference that they still want.” (28:15, Samuel)

Validating Product Safety and Building Trust

• Products are certified safe by CSIR and FDA, contain 99% natural ingredients, and avoid added preservatives (31:14).
  • Quote:
    “This product has been authenticated by CSIR to be safe, by FDA to be safe...99% of the ingredients are natural.” (31:14, Samuel)

The Role of Family and Inherited Values

• Samuel learned networking and versatility from his dad, a tailor (“man of many works”), and business savvy from his mother (18:02).
• Entrepreneurship runs in the family; 3 of 4 siblings are in business (19:11).

Entrepreneurship: Born or Made?

• Samuel’s Take:
  Entrepreneurs are mostly born, because the journey’s workload causes many to quit unless they’re naturally wired for persistence (19:17).

Capital, Diaspora, and Opportunity at Home

• Samuel never lived abroad nor depended on foreign capital—in contrast with many entrepreneurs whose startups are funded by overseas returns (46:32).
• He sees massive untapped opportunity in Ghana’s “problems,” which can be solved for profit (39:56–44:37).
  • Quote:
    “There are so many opportunities. There are so many problems...I have a book written down. I see every problem. I write it down.” (39:56, Samuel)

Staff Management and Team Building

• Samuel’s team: Eight staff, including graphics and production (46:43).
• Staff issues often result from owners being greedy or failing to let staff share in the rewards and responsibilities (47:59–53:15).
• Best Practices:
  • Assign clear responsibilities and celebrate staff contributions (49:24, 52:44).
  • Invest in training, regular communication, and let staff propose ideas (53:41).
  • Hire for morals and attitude, not skill alone (58:58).
  • Ensure staff feel a sense of ownership and are adequately compensated (54:55–56:48).
  • “The greedy person should account for inventory”—responsibility prevents theft (54:55).

The Importance of Discipline Over Motivation

• Samuel’s Philosophy:
  Discipline is more critical than motivation; if you are disciplined, self-motivation follows (62:09).
  • Quote:
    “If you are disciplined, you’re already self-motivated. And that would make you wake up each and every time to work on your dreams.” (62:19, Samuel)

Handling Adversity and Belief in the Process

• Persistence and faith are essential. The entrepreneurial journey never gets easier, but becomes clearer with time (62:51–63:22).
• Consistency and persistency both required; one without the other is insufficient (63:44).

Nothing is Truly Free

• Core Lesson:
  Free offers usually come with hidden costs—someone providing you resources for free may demand influence or control later (64:30).
  • Quote:
    “Never think anything given free is actually free. You’d pay for it. Either you pay for it with your time or you pay it. You swap it with ego or in the end the person uses that against you.” (64:30, Samuel)

Book Recommendation

• “How I Think About Money” by Dave Ramsey (65:38).

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3. Notable Quotes & Memorable Moments

| Time | Speaker | Quote / Moment | | ------ | -------- | -------------- | | 03:08 | Samuel | “Majority of our youths like what they see on social media, but they don’t want to put in the energy or work to get the needed resources to fund that particular lifestyle.” | | 03:55 | Samuel | “Social media has done it all for me...it’s a game changing era for everyone.” | | 06:45 | Samuel | “Problem is not thinking, sitting down to do research to see what we can do with something beyond what we are using it for.” | | 23:43 | Samuel | “I started my business with 600 Ghana cedis...I bought the necessary things that would keep production.” | | 28:15 | Samuel | “My market is not just for the ordinary Ghanaian...there are people who are constantly eating it so that they might still enjoy the privileges they have or the kind of taste and preference that they still want.” | | 31:14 | Samuel | “This product has been authenticated by CSIR to be safe, by FDA to be safe...99% of the ingredients are natural.” | | 39:56 | Samuel | “There are so many opportunities. There are so many problems...I have a book written down. I see every problem. I write it down.” | | 49:24 | Samuel | “If your business is growing and the staff doesn’t feel that change, one, it may be their compensations...two, their actions and inactions, their contributions are not being recognized.” | | 58:58 | Samuel | “Don’t hire just because a person has the skill you need to hire because that person has a skill, that person has morals, that person has attitude.” | | 62:19 | Samuel | “If you are disciplined, you’re already self-motivated. And that would make you wake up each and every time to work on your dreams.” | | 64:30 | Samuel | “Never think anything given free is actually free. You’d pay for it. Either you pay for it with your time, or in the end the person uses that against you.” |

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4. Important Timestamps

• 03:08 — Ghanaian youth, social media, and financial management
• 03:55 — Building a business using social media
• 06:45 — Bread, flour, and innovation; lack of research among entrepreneurs
• 09:19-12:11 — Samuel’s “hustler” childhood and entrepreneurial experiments
• 23:40 — How Samuel started his bread business with 600 cedis
• 26:15 — Turning customer resistance with education
• 31:14 — Product safety validation and natural ingredients
• 39:56 — Samuel’s “opportunity book” method for noting problems to solve
• 46:43 — Size and structure of Samuel’s team
• 47:59 — Staff management, owner greed, and staff recognition
• 58:58 — Hiring primarily on morals and attitude
• 62:09 — Discipline vs. motivation
• 64:30 — “Nothing free is free”—hidden costs of free offers
• 65:38 — Book recommendation

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5. Conclusion

This episode is a masterclass in grassroots entrepreneurship and mindset-building for young Africans. Samuel’s candid storytelling, combined with Derrick’s probing questions, underscore the importance of discipline, problem-solving, adaptability, and leveraging digital tools in building sustainable businesses. The discussion provides actionable strategies for anyone wanting to build a business with limited resources—reminding listeners that opportunity abounds, but only for those willing to seek, act, and persevere.

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Transcript

[Samuel Ejakwon]

Everyone has a dream. But there are some people who are talkers. There are some people who are talkers and doers.

[Derek Abayte]

Do you believe that the average Ghanaian youth has a problem with financial management?

[Samuel Ejakwon]

Majority of our youths like what they see on social media, but they don't want to put in the energy or work to fund that particular lifestyle. My dad was that person who was always saying that, go to school, get a job, get married, that kind of old mentality. Because that's what he was programmed to do after university.

[Derek Abayte]

What was your plan?

[Samuel Ejakwon]

I did my national service. He lobbied for a job. I told him I was not going. I'm going to do my own job.

[Derek Abayte]

How much did it cost you to start your bread business?

[Samuel Ejakwon]

I took a quick loan from MTN.

[Derek Abayte]

I have been told that 70% of the people I interview on this podcast, they got capital to start their business coming from abroad. Did you travel abroad?

[Samuel Ejakwon]

I have not traveled outside to go and stay there. I go for holidays.

[Derek Abayte]

There's a discussion around the staff troubles that most business owners face in Ghana. My research tells me that it's worse in Nigeria.

[Samuel Ejakwon]

You don't hire because of skill, you hire because of moral and attitude.

[Derek Abayte]

Sami, how many staff members do you have?

[Samuel Ejakwon]

I have eight people.

[Derek Abayte]

I see.

[Samuel Ejakwon]

Ghanaians will always say, you are too known. You are coming out of your shelf to know that this, this and that you can achieve it. But people, they'll just bring you back and say, this guy. But in the end, you know what you want.

[Derek Abayte]

I'm speaking to an entrepreneur, a young person. His name is Samuel Ejakwon and Samuel owns Banana Bread Ghost, a very young guy. He's working really hard and he has a message for you that you can also change your life simply by thinking right and taking the right action. On 9th September, we are going to Kumasi or Saikrum for our second edition of Connected Minds Live. Connected Minds Live is an event where every lover and a fan of what we do here, we all come together, we network, because I believe in network and. And then also I get to give a speech and bring guests around as well. Obeyinda Kwin is going to be there, Ekoheshon is going to be there and a few other business people we are going to invite are going to be there. So you don't miss out. There's a lot of details that we are going to put in the description. You should grab a seat for the event. You can also listen to Connected Minds on Apple and Spotify. The link is in the description. My name is Derek Abayte. If it's your first time here, subscribe so that we can grow and get bigger and bigger, bigger and bigger guests. Hi Samuel, how are you doing?

[Samuel Ejakwon]

I'm good, Derek.

[Derek Abayte]

Yeah, I'm hoping that the people that are listening to this podcast will get more value out of it like I have, you know, speaking to you before the port Samo. Do you believe that the average Ghanaian youth has a problem with financial management?

[Samuel Ejakwon]

Yes, I believe solely because majority of our youths like what they see on social media, but they don't want to put in the energy or work to get the needed resources to fund that particular lifestyle. The best money they get, the best thing they think or first thought that comes in mind is to look good, go to a flashy restaurant, a flashy hotel, take videos, take pictures and come and post for the ground. Meanwhile, all those things are just liabilities. You're not thinking about acquiring assets. Basically, that's that. That's our major problem as youth social media.

[Derek Abayte]

So the social media is really messing us up.

[Samuel Ejakwon]

Instead of us understanding social media very well and use it to our own gain, we are looking at it from a different angle and it really hurts.

[Derek Abayte]

You have used it to build a business.

[Samuel Ejakwon]

Yes, I have. I've built a business out of social media. I'll say all I have is built on social media. From the bakery I have, there are two bakeries, one, that's what you just spoke about, Banana breadcana. But I have one that also deals in bakery batches for a higher standard or higher class. But basically the one you know is this. And social media has done it all for me from especially Instagram. I guess I'm just new on TikTok, but I'm still finding the bigger audience. Social media, it's a game changing era for everyone.

[Derek Abayte]

You know, there are people on social media, they use the platform to build a business and there are some people they use the platform to build like cloud. Clouds let's say you've come into there, you drove yourself here, brought us some products as well, which I'm going to show to the audience as well at some point. And I can clearly see that, you know, you're a very humble guy and your aim is simply just to build your business and focus on what you're doing.

[Samuel Ejakwon]

Yeah, that's what I'm doing from Monday to Sunday, from 4am to 7pm that's all. It's on my mind, nothing else.

[Derek Abayte]

Let me go through the research.

[Samuel Ejakwon]

Good.

[Derek Abayte]

The USDA made, you know, put a data together, it says that the Ghana Grain report it says 70% of wheat flour in Ghana is used for bread making. Why? Why do you consume so much bread?

[Samuel Ejakwon]

We consume so much bread because bread would say will be the most affordable, the most cheapest for us as Ghanaians to hop on, to feel determined so that we can go and hustle.

[Derek Abayte]

Isn't there other alternatives?

[Samuel Ejakwon]

There are so many different alternatives that we can route to. But you know the general Ghanaian mind, once we are told that this is for this, it's difficult for us to do further research to see what other products can we use the flour for. But basically we know flies for bread, flies for frying meat and all that. But we've not gone and sat down and see what can we do. That's how the other big, big businesses coming into the market are using the same flour we use for bread to make game changing products in our market such as the biscuits and all that. But we individuals organis importing the product into the country. We are not seeing the actual value. We are just looking at it from just one angle. Bread and just different breads. But people are using the same flour to make something that is worth match the bread. So what's the problem? Problem is not thinking, sitting down to do research to see what we can do with something beyond what we are using it for. That's all.

[Derek Abayte]

Now after university in fact at uni, what was your plan? And after university what happened?

[Samuel Ejakwon]

Okay, so in uni I'm someone from childhood I've been telling my parents that don't fancy a white collar job and my dad got crazy about it. Okay, I'll tell you that story later. In the end I used to hustle a lot because anyone who knows me from University of Ghana lagoon, they might know me as a bread seller, as a perfume seller, as a sock seller. So like anything that's really needed or as a connection man. Basically because I built a network that brings a lot of opportunities to my doorsteps. So anyone who knows me who is watching this podcast, some people even say I am an electrician because anything that I thought there was so much problems and has so much solutions to it and I read a book which says solve a problem and the problem attracts wealth. So I always found joy in solving problems that people felt first and foremost felt it was dirty to be done, they would think what would society say about it. That's what I prefer to do. And majority of Ghanaians have not studied that the most jobs that bring in their cash are the dirty jobs. And someone who has completed University of Ghana Lagoon backed an economics and geography major. Why would I go and do such job? Any mere Ghanaian would be having that mindset. I have a degree, why should I do this job? That's where the money is also. So if you are shining it away, you are going to fall back. So there are a lot of ways to do stuff. Come to talk about it. University actually opened my mind to do a lot of stuff, go out beyond my capabilities. Because I realized there was so much to do. And my dad was that person who was always saying that go to school, get a job, get married, that kind of old mentality. But I had to let him learn the hard way and also took it the hard way because it got to a point he didn't fail because that's the assertion he had. That, that process, that part is what is going to bring success. Because that's what he was programmed to do. But in the end, as I stated, I always told them I didn't like to do a white collar job. I'm going to do my own job.

[Derek Abayte]

But why? Why didn't you want to just, you know, do a white collar job?

[Samuel Ejakwon]

Because I felt that was not for me.

[Derek Abayte]

When did you realize that?

[Samuel Ejakwon]

Oh, at a young age. Class four.

[Derek Abayte]

I see.

[Samuel Ejakwon]

Actually started business in class four. Anyone who is watching me who went to Dansong Baptista Khalam, I started business Fast Fillers Castle Wine bar in class four. Thus then the upbringing of sausages, noodles and fast food. And everyone wanted a piece of it. So where we lived, there's a junction. There was one food seller at the entrance of the neighborhood and was one at the exit of the neighborhood. And there was already one who was already existing in the middle of the neighborhood. So the people who came from the left side of town were stopped because the first person who was at a junction had bagged the customers over there. The second one on the right side also back. So no one was moving into the main neighborhood to come and buy the food.

[Derek Abayte]

Okay.

[Samuel Ejakwon]

So I realized this guy is having low sales. I have an idea. Why don't I approach him, tell him that I can sell the food for him. But I didn't tell him directly. I told him that I want a pack of noodles so that you deliver to me in school. And in school everyone says that whenever I eat, it becomes much watering for them. Okay, So I leverage on that. And he brought the food during the break time. I know during kids, as kids will go to break, then a few minutes to break over, we walk through back to the classroom. That's when I opened the food and that's where I started business. So fast forward to Class 6. I had taken the entire market in the school from JHS to upper primary. I was providing them lunch.

[Derek Abayte]

I see.

[Samuel Ejakwon]

So the point they had to do a PTA because of me. Because the canteen people were complaining that anytime they brought food the kids were not buying, they were buying from me. So they had to ban me. And they didn't know that because I had built a network. I had the headmaster because he liked Jolof and he had heart conditions. So I made the one who was supplying the food do a special pack for him. And funny enough, my dad was just a road after my school so anyone could have just gone to report me. But all of them who doesn't like free lunch, I always brought them free lunch. You are not paying for food so why would you go and report Fast forward They had to do a PTA because of me to understand why I've been able to conquer the market. And they told they gave me a letter. That's why I felt my teachers made a wrong mistake because my mom was my accountant as at that time. So when they brought me the letter to go and give to my dad, my mom knew what I was doing in school and the only bargain between my mom was that I should make sure my grades were good.

[Derek Abayte]

Yeah.

[Samuel Ejakwon]

So that it doesn't bring any suspicion that I'm focusing on the money than education. So I gave the letter to her and so she attended the PTA and everything was rubbish. So I continued with the business. So I completed school. The only time I didn't sell on campus was when we were writing BC fast forward we went to university shs anything anyone wanted outside campus I could get for you. I had my profit margin on top. So I started business basically at a tender age and it ran through to university. So as at SSS2 my dad asked me what do I want to be after completing university and I told him nah, I don't know what I wanted to do because I've actually, you see, I tested the money bit. So I felt there was even if I did that at that age there was more room for me to explore once I was done with school. So my dad was still against that session. So in the end fast forward I completed university, I did my national service. He lobbied for a job. I told him I was not going because I'm not meant for that. Anytime I wear a white shirt like an office attack, I don't feel comfortable in it. So I Didn't like it and my business, everything made sense to me. But I worked with someone who had. Who was highly autistic, but she was really functioning. We have the high, the high spectrum, the ones who are highly functioning. And it just dawned on me one time I got a one year contract with her. In fact, it was fun how I even got a job with her. She was looking for an executive assistant.

[Derek Abayte]

Okay.

[Samuel Ejakwon]

And I applied for the job. After the interview they called me back that if it's possible that they would like to. They've gotten the executive assistant. But the lady would like to speak to me. And it was very strange for the one because they. She's based in the uk so it was very strange that the broker who brought us in, she said this was the first time she was having such meetings.

[Derek Abayte]

Okay.

[Samuel Ejakwon]

So the lady told me that an executive assistant is someone who takes orders and I'm someone based on the conversation she's had with me during the interview period. I do not take orders. I'm stubborn. So she has an offer for me if I'll be able to. They were trying to bring Rosehip oil into the market. If I was able to document the process that to enter the market, she'll be very delightful and she'll pay me for that. So I did that for her within two days. I didn't send a 28 document to her and she was like, wow, I'll hear from her. So she paid me. Later on I forgotten I was just still doing baking. I started baking after Jade. Sorry shs. So I was all doing that as like a side hustle, but I was not taking it serious. So I started working with hair. And I told myself someone who is, we are fully human. We are, we see everything normal. She's human, but she's seeing things from another side of the world. And she's putting in all her energy, all her strength to achieve what she wants to achieve despite her own challenges. I don't have such challenges, so what is stopping me from achieving mine? So eventually I had to put in a resignation letter to her to say that I was going to work with her. And she got pissed because apparently I've been the longest Ghanaian, right? Working with hair. Because all Ghanaians, when they come, they said the work is too tough, they are requesting for more benefits and all that. And she paid me really good. Even leaving, I was even doubting myself, but I have to take that decision.

[Derek Abayte]

Yeah.

[Samuel Ejakwon]

So she was really, really pissed about it. And you see, they do not develop feelings. But all of a Sudden she had grown sort of an attachment to me. So leaving means she had to go, she had to restart her own process and journey to now get back to her normal stage. So she was really, really pissed. But all in all she taught me a lot to put in a lot of energy to achieve your own goals without thinking that you are disadvantaged. So that's what has been at the back of my head each and every time I'm pursuing a new goal. So that's what's happened in that space and it's channeled me to this point that I opened my own business putting that same energy. Because sometimes we can go to work in the morning at 9am and leave at 12:12am and she would not go. I'll go and come back and she'll be in the same spot trying to figure out the solution because she always felt that there's always a solution to a problem no matter what. You just can't take a 5 minutes or 10 minutes, 1 hour break and continue. So it gave me that continuing world in the system that there's always a solution to everything, to every problem. So that's what I've tried to do and has brought me to finding a solution to the question you give. Why are we not using the flour to make other products? So my bread is banana bread made out of 100% bananas. Then we use the flour, that's it. So being able to open your mind set to achieve and do further research as entrepreneurs, find what problems towards solutions and be an opportunistic person no matter what Ghanaians will always say, you are too known. Why are you too known? You are coming out of your shelf to know that this, this and that you can achieve it. But people, they'll just bring you back and sell you this guy. But in the end you know what you want, you should always kick in and go for what you want. That's it.

[Derek Abayte]

Your mom and dad, do they have businesses?

[Samuel Ejakwon]

My mom has a business. She has, how do you call it? Like a mini mat. That's what my mom has. My dad is a tailor, but he was a man of so many works because he always wanted us to get the best. So any opportunity that. That's what one thing I also learned from my dad, any opportunity that he, he knows he could do it, even if he doesn't do it, he has a friend or two who can do it right? He's going to network and make sure that the work gets done. That's the kind of.

[Derek Abayte]

So you picked that from him. You became A middleman.

[Samuel Ejakwon]

Yes, I became a middleman and I also learned to do. Because my dad, he's a man of so many works, he can do it himself.

[Derek Abayte]

Yes.

[Samuel Ejakwon]

He has fair idea about doing it. So if he takes you, he knows that if you do it this way, supposed to make this way. So I developed that kind of mindset and said, I can do everything, but I might not get it perfect. I might need the professional to come into the picture to certify that what was done was already done. I learned that trait from my dad.

[Derek Abayte]

How many siblings are you?

[Samuel Ejakwon]

We have four, but I'm the first born.

[Derek Abayte]

Right, Right. So in total, there's four of us.

[Samuel Ejakwon]

Four of us.

[Derek Abayte]

And how many of you are into business?

[Samuel Ejakwon]

Three of us are into business.

[Derek Abayte]

Okay. Love it. Do you believe entrepreneurs are born or made?

[Samuel Ejakwon]

I think entrepreneurs are born. I see why the workload of an entrepreneur. If you are not born with it and you try to make something out of it, you give up on the path. But if you are born with it, you have a mindset that there will be challenges. You go through a lot of pits, there are a lot of valleys. But if you are able to consistently and persistently persist, that's who we are made to be.

[Derek Abayte]

I see.

[Samuel Ejakwon]

Yeah.

[Derek Abayte]

So if you take your mind back all the way to, let's say 70 years ago.

[Samuel Ejakwon]

Right.

[Derek Abayte]

What were your grandparents doing? They were farming on land.

[Samuel Ejakwon]

Right?

[Derek Abayte]

Right. A lot of them, those were the skills they were not thinking about. And I usually say that in my village, Akim Suave, when I was growing up, I didn't see people say, I'm going to work.

[Samuel Ejakwon]

Yeah.

[Derek Abayte]

You know, I'm going to work. It's. It never. It was when I moved to a bigger town, Akimoda, that was one years. People used to go to work, but most people used to farm on their lands.

[Samuel Ejakwon]

Right.

[Derek Abayte]

Or they'll cook rice. I mean, my mom used to do that at some point where she'll cook rice and then, you know, sell it in front of her house.

[Samuel Ejakwon]

Right.

[Derek Abayte]

So I never saw people doing that. So I. I've always been of the. The view that we, the society changed it.

[Samuel Ejakwon]

Right.

[Derek Abayte]

That was the way people were living. But then society changed it.

[Samuel Ejakwon]

Over time, society changes it. And individuals also change, revolve. You see, time is not static. Time is always moving ahead. And you don't need to be static whilst things are changing. You also need to prepare yourself to change with time.

[Derek Abayte]

Yeah.

[Samuel Ejakwon]

This statement or this lesson was taught to me during my national service with Junior and one of my bosses Mr. Adai, he says that you might get an opportunity to work somewhere, but if you're not prepared for it, the opportunity might come but you cannot grab it. So prepare yourself for the change. So that if the opportunity meets you halfway or even see it, you run towards it and it becomes yours.

[Derek Abayte]

While somebody is at university today and you know they are thinking of getting a job, but it may not happen. What sort of preparation do you think they can have in order to grab opportunity when they come out?

[Samuel Ejakwon]

They should invest in a skill, handiwork, skill.

[Derek Abayte]

Give me two examples of skills that you think people can learn at university before coming up.

[Samuel Ejakwon]

Plumbing, fashion and finally sewing. This part of fashion. So the final one is welding. You can achieve that skill, learn it. You might not know that might be your source of income after school. Let me give you an example. My dad, as I said, he was a tailor when I was in shs, I tried learning the skill and he told me that. If this work is what I did to make money, wouldn't be seeing ourselves in this kind of circumstance.

[Derek Abayte]

What was he trying to tell you?

[Samuel Ejakwon]

That the trade was dying.

[Derek Abayte]

I see. And he didn't see a need for you to learn it.

[Samuel Ejakwon]

Right. Because he felt that people, previously, people were coming to his shop or people were coming to sew example trousers, shirts.

[Derek Abayte]

Yeah.

[Samuel Ejakwon]

But right now they already made ones which have been imported.

[Derek Abayte]

Okay.

[Samuel Ejakwon]

So the market is dying. So why would you want to come and learn Satskill where the market is dying? But I had love for it, so I did it behind his back. I still went ahead and lent it. Yeah.

[Derek Abayte]

One of my good friends, Coach Ekoheshong usually talks about this. He says that if you're a 40 year old and you have a certificate and you don't have a job, you should throw the certificate away. And his. The idea he wants to give you is to learn how to bake bread and sell it. My question is, how much did it cost you to start your bread business?

[Samuel Ejakwon]

It cost me 600 cedis.

[Derek Abayte]

How?

[Samuel Ejakwon]

As and when I finished my national service, I had done a lot of investments. Investments in acquiring the equipment required for starting the bakery. But it was left with the raw materials and I had just 200 cities left. And I took a quick loan from MTN of 400 Ghana cities and I added it. I remember very well. And I went to my mom and told my mom that this is the amount of money I have. So if she could, she has a fair idea because she buys, she's a trader, so she knows where I could get Flower products at a much cheaper cost. So that if I buy, I start with it, I'm good to go. So I did. So she showed me a place in Kaneshi. I went to buy the stuff. Even transportation to come back home was an issue. But I called her. She told me to take a taxi. She pay for the taxi. And that's how come I started my business with 600 Ghana cities. I didn't buy a full bag of flour. I bought the necessary things that would keep production. So we started production. That's where the challenges came in. It didn't go the way I anticipated because as I said, I started this brand especially the cost of a full sugar bread was 16 Ghana cities. And I was selling a mini size for also 15 Ghana cities. And the Ghanaian in their normal perspective, when you say bread, they are looking at it like the big bread fries.

[Derek Abayte]

Okay.

[Samuel Ejakwon]

Are we okay? So not everyone was making a purchase and people who made a purchase about it complained too bitterly. So I was listening to a message from on YouTube and it was from Kenneth Japon says Ghanaians talk too much when they don't know the value they are getting.

[Derek Abayte]

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.

[Samuel Ejakwon]

So that statement resonated with me. Then I started doing education about what I'm selling, why you should get this as compared to getting the other one. Because the plain bread, the sugar bread, the butter bread that we get is just for taste. We are not getting any significant nutritional benefits from those ones. But with these ones, with the banana bread for example, we are using 100% bananas and flourish if you want it. On a very good note, we use almond flour or oats flour to make the production so that you get 100% of the vitamins, the natural amino acids and all that from the product you are consuming. So I started preaching that and all started from social media, Instagram and I started getting a certain class of people or class who were diabetic so they couldn't eat these kind of white bread loaves and all that. So once they bought it, they ate, they checked their glucose level, whether it had risen high. They realized that once they eat it, it's super stable.

[Derek Abayte]

Right.

[Samuel Ejakwon]

So one Person informed the other. Then it became like, I've gotten a channel of people. Every person who is diabetic, one or two chances the person is also having high blood pressure.

[Derek Abayte]

Right?

[Samuel Ejakwon]

So I got there by diabetics. And those people were hypertensive as well. Right then those were where my markets were coming from consistently. And also a dietitian also ordered for me and realized that this is good. So he started recommending me to his patients. That's where the market started. And me doing further markets or further teachings on social media. I also got another category of people who are already healthy, but they are trying to stay healthy. That's how come I even got the name, the motto for the brand, Eat healthy, Stay healthy. So that started and one or two people added. And I realized that eating the normal with this one, when you eat it, you stay fuller for a long time because of the high fiber content in them as compared to the white bread. Once you eat, within a few hours, it just leaves your system. So people realize that this is value for money, not quantity. So that's where I realized that my market is not just for the ordinary Ghanaian or anyone. Some people are just trying to show their tummies and hustle Once in a while they might try it, but there are people who are constantly eating it so that they might still enjoy the privileges they have or the the kind of taste and preference that they still want. And there are some people who are eating it just to stay healthy to prevent future problems. So that's where I saw my market audience. That's a niche and we've capitalized on it till now.

[Derek Abayte]

And it all came from a message you heard from honorable Ken.

[Samuel Ejakwon]

Right.

[Derek Abayte]

And you started creating content around it.

[Samuel Ejakwon]

Right?

[Derek Abayte]

I mean, content is magical. There's no business advice that you would receive today that doesn't have an element of social media in it.

[Samuel Ejakwon]

Good.

[Derek Abayte]

You have the tool, you have a phone. Just create content. Right? And feed them with the right information. I think for you, the way you did it is powerful. Give people education. And once you educate them, they find the products and you are selling the product, so they buy it from you.

[Samuel Ejakwon]

Good. So in the end, that's how we started. And based on that, I had to do further. As I said, a lot of Ghanaian youths do not like to do research. They like to just take what they see as they head it. Whether the narrative is true or false, they just hop on it and in the end they just repeat it or reiterate it or make it louder with their platforms without them, basically Understanding the situation. So when it comes to example my workplace I tell them that if you hear an information verify before you come Because I always am on social media 24 7.

[Derek Abayte]

Okay. Because that's where you build your.

[Samuel Ejakwon]

That's where I build everything. I'm on social media 24 7. When I hear something I just don't take it as it is. I also do my back end investigations and see how true is this before I come out towards also talk about it.

[Derek Abayte]

Today there are a lot of research that's also coming out to say that there are most ingredients in products that are causing issues for me. And I'm going to use this opportunity to ask you a question on your product. This is one of your products. Yes, the banana bread Ghana. Now as a pharmacist I also want to ask you a question which is are the ingredients in this product 100% safe for people to take?

[Samuel Ejakwon]

Yes, 100% safe.

[Derek Abayte]

How do you know that?

[Samuel Ejakwon]

Because before we moved into the markets I had to do further research, do a lot of lab research. So this product has been authenticated by CSIR to be safe, by FDA to be safe. And me personally, I wanted to see the shelf life of the product stability test. I see to see the shelf life of the product without adding preservative because we don't add preservatives. Okay. At all. So I did, I had to sit time, invest money because when I had a man, because the statement if you are doing something and you want it to last, invest money into it. So some people start business, money comes, they buy flashy stuff. I reinvest that into research to understand the product example. All these items are naturally sourced. The only item that comes in which is artificially made is this baking soda. And the function of baking soda is to nullify the acidic compound in the product and to help the product rise. Aside that 99% of the ingredients are natural, I love it.

[Derek Abayte]

Thank you for that clarity. I have been told in comments that 70% of the people I interview on this podcast have all traveled abroad. They got capital to start their business coming from abroad. Samuel, are you one of them? Did you travel abroad?

[Samuel Ejakwon]

No, I didn't travel abroad. Everything as I said was made from social media.

[Derek Abayte]

Today as you are running your business, the two bakeries that you have, are you happy with the life you have?

[Samuel Ejakwon]

I'm super happy because I go back to the house tired from what I love doing. Baking is very, very therapeutic for me and I love it interacting with the customers. Some of them, they give you A high temper, all that. It's like a whole package and I love it. Each and every day. Waking up at 4am to 7pm it's like a beautiful roller coaster.

[Derek Abayte]

When you look at the struggles of being an entrepreneur and the peace of being an employee, which one do you like the most?

[Samuel Ejakwon]

I'll say the struggles. The struggles. Because there are series of failures that end up to one success. So I rather follow be in that loop of failure each and every time and succeed. I'm not saying being an employee is bad, but not everyone also is born to be an entrepreneur. There are some people who are supposed to remain where they are and grow genuinely as the company grows the growth with the company. And if you find yourself that you have grown the company, you find a better place where you think your resources or your knowledge you've acquired is much deemed.

[Derek Abayte]

Some people are also saying that the jobs they have does not pay them enough.

[Samuel Ejakwon]

Good.

[Derek Abayte]

So I sometimes also like to ask that. But if the job is not paying you enough, then maybe go and start your own thing. True or false?

[Samuel Ejakwon]

True and false at the same time. Because you're going to start your own thing. Everyone has a dream. But there are some people who are talkers. There are some people who are talkers and doers. That person who you are talking to might say, Charlie, if I get hundred thousand, I can start this business but is not willing to take that first initial step to start it without nothing or start with a little they have, they are waiting for that big money. And that big money will not miraculously come from anywhere. Maybe a scenario once in a 10,000, maybe the person has a backup plan somewhere that the money might fall. But on the general perspective, money will not come from anywhere for that business idea to just start up. For example, when I perceive this idea, I could have waited that let me go and work a bit more, get more cash before I start. But as and when it just dawned on me that Sami, this lady you are working for, she's having difficulties. Yeah, she's having challenges. Yep. But out of all these challenges, she's still persevering consistently each and every day to strive to do best. And out of the normal people who are already normal, she's outsmarted everyone and she's always at number one. Number one, number one, number one. And me, I don't have nothing is limiting me in terms of mental stress or anything. I can just go forward. I just did analysis and just took the risk and did it. If it didn't work well, I would have blamed myself, but I took a risk out of that risk. There might be failures, but I'm not going to repeat that same failure if I took another risk. It's all about how you take the first step. Make sure that maybe you are not born for it, but you know somebody who can assist. Somebody that will make the entrepreneur's dream a bigger reality. So as you are saying, you can function like a middleman. And out of the being the middleman, you also make your ends meet out of it. It's not necessary.

[Derek Abayte]

Or an investor, right? So you know, you have a bakery. Maybe we can open the third branch. I've got some 100,000 cities in one corner. You started there, put the same systems, give me some cool 10% so that I can still keep my day job.

[Samuel Ejakwon]

Right?

[Derek Abayte]

But I know that every six months the dividends coming from this side.

[Samuel Ejakwon]

So that's it. It's not about also trying to start your own. There are some people in life who are born to suffer and they have their ideas. They just need to start whatever they are to start with. And there are some people who have the money and the resources, but they don't know what to do. So it's just you making sure that you strive as much as possible to be visible enough to attract the people who have the resources to see what you are doing, have the little fit like a mustard seed to try and say, let me bet my investment into this guy and see how it turns out.

[Derek Abayte]

Uncle Kwame said when he bets on a few young people who had just finished university, two of them used the money to travel abroad. You know one funny thing my uncle said, he says, kofi, let the us, Canada and the UK say that if you work and get to our country, we'll give you purpose. You have a stay. He says, the people that will not go with the people in wheelchair, even those people, they will try to get there. He's. He was simply trying to tell me that almost every single person in this country would wish to go abroad. So when he bet on them, two people left. And it's the reason why some investors are also saying that they would rather put money in people who have started something here, right, that are busy working on it, to try to make it work than to give the money to somebody who just finished university and is looking for an investor. They haven't done anything, they haven't tried anything.

[Samuel Ejakwon]

That's what. There's always this statement. You need to set a track record. You have to prove it that you are capable of doing it no investor would like to put or bet or put. Bet a huge amount of money without seeing a little bit of track record. So you just need to put in that step to say, okay, I'm doing this. Try as much as possible and bring visibility. Some people get their visibility. Sorry, visibility through the bad way. Some people get it the popular way.

[Derek Abayte]

Right.

[Samuel Ejakwon]

So how do you go about it? Do you want to go on the bad narrative and later come and change the narrative, or you go on the good narrative, Then in the end it comes to the point you want to see it. So it depends on you how you want people to perceive how things are going and how actually the thing is going. There's a difference between perceiving and knowing the integrities of what is going on.

[Derek Abayte]

Okay.

[Samuel Ejakwon]

Make it very visible, make it very transparent so that when anyone comes, the person knows that, okay, this what the person has been able to do, a proven track record person has mean like this. If you give me money to travel abroad, I'm sorry, I'm not going.

[Derek Abayte]

Why?

[Samuel Ejakwon]

Because there are so many opportunities. There are so many problems. Every time I tell myself, if I had more resources, I'll be doing a lot of stuff, I see, because I always see a lot of problems. I have a book written down. I see every problem. I write it down. Sometimes I'm on social media and I see. I say, okay, so someone has thought of this and is working on it. Okay, so cancel it out. Sometimes I even share problems with my friends who I think they can also go ahead and tackle that problem. And they do. And they come back and say, sam, Charlie, whatever you told me to do is working. Like, a friend of mine just started a poultry farm business. Roiling turkey. People bring turkey into the country.

[Derek Abayte]

It's different.

[Samuel Ejakwon]

Different. People bring turkey. And the turkey they bring is not a whole turkey. It's turkey wings. So he is reeling the turkey over here, selling the turkey, because the turkey eggs also are very nutritional. I see those who know, they know. Very nutritional. Selling turkey parts, turkey breasts and all that. Despite he started small, he's growing gradually and he's making ends meet out of it. Something different. A lot of people eat chicken, so there are a lot of poultry, chicken beds, but turkey is rare. So he has created that niche and he's following it. And each and every time you say, sam, this advice you gave me was very good. An example. People are now rich. They are importing luxury cars into the market. Yep. Into their homes. They barely drive them. When you barely drive them, it still Accumulates dust. They cannot bet and send those cars to washing base. So what do you do? Bring the washing base to their house. Simple as that. Use the right quality materials. You solve the problem because it's constant. You might think it's not a problem, but it's someone's constant headache. How am I going towards it? I can't send this pochette to this normal.

[Derek Abayte]

Honestly speaking, to drive into a washing bay and stay there for 30 minutes is a headache for me almost all the time. So I think about half of the time my car looks dirty for the

[Samuel Ejakwon]

time you get it. So people, these are problems people are not even thinking about. But me, when I'm in my free time, especially when I'm showering, that's when I get best ideas. Ideas just flow. So in a. I just write them down. If I get someone who is having the money. Who I think not everyone. You might tell some people have the money, knows a guy or two who can execute the work.

[Derek Abayte]

Yeah.

[Samuel Ejakwon]

But has the resources to back it up and monetize. Because in the end it's his or her brand that is out. I'll share with you if you can. Go ahead. Why not? There are so many problems that we can solve. That we can solve. Running abroad is good. Some people will say the system is working over there. Our system is broken. That broken system. That means there are a lot of problems.

[Derek Abayte]

Where did you learn this from? Because you haven't traveled abroad. So how did you know that the problems we have here has got opportunities in them.

[Samuel Ejakwon]

Good.

[Derek Abayte]

It's usually the people who are coming from the diaspora are the ones that have this mindset. Where did you learn it from?

[Samuel Ejakwon]

You see, just last week, Saturday I was having a conversation with my sister in law. She stays with my cousin in US and they always talk about the system in Ghana that is poor. And anytime they talk about it, I said aha. This problem is there. It might look big, but you can start from somewhere. Because they are seeing the difference between the two. They are clearly seeing the differences. So what I do is that anytime that we have such conversations, I also see the problem. I note it down. I find in my free time, I find the best purpose. Every time everyone say ode. Why are you busy? Like you are too busy? It's not I'm busy. I might not be busy with the current work, but I'm trying to think outside the box and trying to find a solution to that problem that was being stated. Can I do it alone? Do I know somebody who is doing it or who is on a similar track that I can communicate to the person that Jack, what you are doing, you are doing good. I think if you add this to it, it's going to fire up better for you. That's what I think about each and every time I have not traveled outside to go and stay there, I go for holidays. I love it. I love it.

[Derek Abayte]

That's how it's gonna be.

[Samuel Ejakwon]

Yes, I go for holidays. Based on what I've seen myself, I also explore. So based on what I see, I go, I see a problem. Example. Ghanaians were not utilizing tick tock life okay for in terms of business, very well. I traveled to the UAE and I realized any shop I entered, they were on TikTok Live. I went to Kenya, the same thing happened. So I was like, why am I not doing this in Ghana? So what is going on? Why are we not even trying to. And every time, once you see people takes off life, either they are banting around, they are insulting somebody, they are playing whole lots of whilst you can monetize it. So when I came back, I don't. I had a TikTok page but the TikTok page was not functioning. And between just 6 months, I've grown the page from 1000 going to 11k all from TikTok Live. So when I saw it, I saw it was a problem that Ghanaians were not seeing how to utilize it because the one who brought the channel has brought it out. But it depends on you, the individual, how you use it, how you use it. So when I came back, my staff were like, hey, so we are going to talk like that playing teacher. I said yes, because no one is doing that. And actually it brings a lot of visibility. Before coming here, we did a TikTok Live.

[Derek Abayte]

Okay.

[Samuel Ejakwon]

Within that period of less than 40 minutes, I'd reached a total amount of close to 5,000 people. Wow. Close to 5,000. That was where the reach got to. So just imagine you just being over there consistently. That's the reach.

[Derek Abayte]

You are getting visibility.

[Samuel Ejakwon]

Visibility for the business. So when I came back, I implemented it here and it's working for me so much. So well.

[Derek Abayte]

Sami, how many staff members do you have?

[Samuel Ejakwon]

With my graphics and everybody, I have eight people.

[Derek Abayte]

Well done to you.

[Samuel Ejakwon]

Thank you.

[Derek Abayte]

Well done. There's a discussion around the staff troubles that most business owners face in Ghana and many parts of West Africa. My research tells me that is worse in Nigeria. In fact, we have a good compared to what goes on in Nigeria, how staff members are treating African owned businesses. What has been Some of your experience in the past.

[Samuel Ejakwon]

I always learned this from social media. There was this guy called Dave Ramses.

[Derek Abayte]

Yep.

[Samuel Ejakwon]

Right. I listened to him a lot. And he always makes a statement that there is a menace going on in the US where workers are not giving them. They are not giving or putting in or staff are not putting their best because they feel like they are just there to make the money and go. But previously who you employ understands that whatever they are doing in that business contributes a quota so that in the end a salary or a pay slip comes in. Because if you take care of the business, the business takes care of you.

[Derek Abayte]

Yep.

[Samuel Ejakwon]

And social media on the negative end is disrupting that flow. So a staff might come and work with you. In the end, they feel they're entitled.

[Derek Abayte]

Yeah.

[Samuel Ejakwon]

Why do they feel they're entitled? Some business owners are very greedy. That's the statement I use.

[Derek Abayte]

Okay.

[Samuel Ejakwon]

Very greedy that the business is growing but the staff doesn't feel the growth within the business. Talk to me if your business is growing and the staff doesn't feel that change, one, it may be their compensations. Right. Two, in the terms of services, the benefits, and they are still at the same point, there is no growth from their perspective, but they see visible growth. There are some business, you don't see the visible growth, but they see the visible growth that is being put into it. And two, their actions and inactions, their contributions are not being recognized. That is when the staff issues comes into play.

[Derek Abayte]

I see

[Samuel Ejakwon]

when the business is going, one, let them feel it that my contribution to this work is making the business grow. How do you let them feel it? Okay, you assign direct responsibility to that person. So if that particular portion of that business is not functioning well, you've assigned a direct individual, responsible person for that. And now example, you call a business, then a person says hello, who is this? Oh, instead of saying hello, welcome to Banana Bread Ghana. I'm so so and so, how can I take your order or what do you want to ask to help you with? That alone changes the business tone or creates comfortability for the customer who is coming to buy from you. Feel safe, feel confident that I can purchase from them. Just because you're saying hello, this is Banana Bread Ghana. How may we help you assist you with it makes the person feel very comfortable. So if you assign that particular tax to one person and that person is doing it wholeheartedly and based on those calls that come in, people make more purchases and the business grows and the person feels it in a source of compensation aside, their Individual, salaried, given, right. How do you think the person is going to approach that taxation every day? That person is going to put more energy into it, more duty into it, or more diligence and safeguard it. Because if something goes wrong, they know he or she is what responsible for it. If something goes by their head, that particular compensation on that tip that comes is no longer towards come again. So what do they do? They safeguard it. They create. You've created some sort of ownership for them that they own that particular side of the business. They are putting in that effort and you are recognizing their efforts, you are accepting their thoughts, how they think that. Boss, if we do this this way, I think it's going to bring improvement. Knowledge is not shared by one, shared by many. You might have the resource, someone might have the knowledge. The knowledge plus the resource coming together grants you that success. What that success means more money. So in the end, if you are not listening to the employee thinking that you created a business, you have all the ideas. No, some ideas just turns the business from drowning to being afloat and from afloat sailing higher. So you just need to take your time, listen to what the staff are saying genuinely. If it's wrong, let them know it's wrong or even try. Even if it's wrong, just give them the opportunity to execute it for them to see it's wrong. It might cost you small than you not being there. For example, I'm here talking with you. Business is running. You give that particular person the opportunity to execute that. Once you realize, oh you, it didn't go the way I thought it was. If you are not present and they are not going to repeat certain mistakes. But if you don't give them the opportunity for them to express or tell you how the things should go and in your absence it's going to cost you more.

[Derek Abayte]

Right.

[Samuel Ejakwon]

So you need to take care, put in those measures first and foremost, make sure that once the business grows, they fail it in terms of their take home, even not their take home. You can put in process like health benefits, right. If you are sick, you can go to this also hospital. I'll take care of the bill. If this and that in the end they feel they own some part of it. Not necessarily, you know, on the bad side, but they appreciate that effort you give them in their voicing out. Yeah, you have a direct individual responsible for, let's say moving this car from here to here. When we close all these people, they safeguard it because they will not want the next person, right. To come into the Picture and give them troubles regard to this, because they are always praised for that. That is one aspect. Two, having discussions with your staff, communicating with them.

[Derek Abayte]

Okay.

[Samuel Ejakwon]

Some people do not do that. I have weekly, sometimes within a week you can do like four meetings. Why? Because I feel I do not have all the knowledge that is required to run the business. I learn from some, I pay for some. But someone has that knowledge or just idea that pivots around. Recently one of my staff just gave me an idea to implement something. I never thought of it and honestly to have never crossed my mind. But because of those communications, meetings and all that, you are always good to go. And I always say, let the greedy person, right? The greedy person. Anyone who is greedy would end up in the long run stealing. Okay, so in my assertion.

[Derek Abayte]

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.

[Samuel Ejakwon]

Let the greedy person account for inventory. You do it with them. It's like you know that when you leave the fish right for the cat and you are not there, the cat will come for it. But if you are going and give it to the fish, that you give

[Derek Abayte]

it to the cat, the cat to

[Samuel Ejakwon]

take care of it, to take care of it. The cat knows that you gave it to her. If there is any problem, you attack them. So always for me, the greedy person, if not greedy, chances that you are greedy or anything, I see it. And I'll send you to the things that are very keen so that in the end you are responsible for it. And you know yourself that I know that I might be the one who do what, who might cause that problem. And they've given me the tax. I'll not even venture doing whatever I'm supposed to do. That thought might cross my mind. But you know that in the end it's going to affect me because I'm in charge for it. So rather safeguard it. And you make sure that they are comfortable, not too comfortable. Because some staff, when they are too comfortable, they feel who are you again. So you just always need to remind them that they take care of the business. The business what? Take cares of them. Don't you be the endeavor to be greedy. Because there are certain these little things, maybe the salary you Are the person is ending is not enough for that person. But those little, little stipends or those, those extra tips make the person see that, okay, it's worth it. I've never had a staff who left without genuinely coming to tell me that, oh, okay, I'm leaving because A, B or C or I'm leaving because they all come on a good notice and tell me that they've been with so long with me, they've got an opportunity somewhere which might benefit them and I bless them with it because in the end I'm living with you people on good notes. No one in my institution has left on a bad note. All those who live is either a bigger opportunity that's open for them sometimes not everyone in my immediate circle, I recommend people to approach them.

[Derek Abayte]

Okay.

[Samuel Ejakwon]

Because if you grow, I'm not the only one who is going to benefit. It's beautiful that, oh, this person was the one who recommended me to this one and this who I am. And I'm happy about you moving on. But there are some people, they don't want you to move on past them. I'm not such a person. I always want everyone around me to win. Because not everyone would be under you for a very long time.

[Derek Abayte]

Right.

[Samuel Ejakwon]

You should understand that there is growth. So maybe if the individual under you might be lower, always try and strive for them to also increase in terms of their wealth or their skill. Because every time, as I said, time changes. Once time changes, new thing comes. So you always need them to be what? Abreast. Recently there was this conversation on social media. She's one person, she just opened a new code store and her employee who just joined just about a month ago. Yeah, with a new guy who joined about two months ago. She had been in the business for two months ago and a new guy who came less than three weeks, within a period of three weeks took 30,000 cities from the work.

[Derek Abayte]

Three weeks.

[Samuel Ejakwon]

Within three weeks took 30,000 cities because what did she do? She left the business just to go and mourn her dad and it took just a customer to bring her attention to it. Yeah, because they were telling people that her mobile account has reached the maximum. So in the first place, it sends me back to the next point. You don't hire because of skill, you hire because of moral and attitude.

[Derek Abayte]

I see.

[Samuel Ejakwon]

Don't hire just because a person has the skill you need to hire because that person has a skill, that person has morals, that person has attitude. Genuine ones, not ones that pretend.

[Derek Abayte]

Is it easy to know genuine people?

[Samuel Ejakwon]

For me, if I feel you are not genuine. I don't click with you.

[Derek Abayte]

Right. So you for yours is an ache you get.

[Samuel Ejakwon]

Okay, so you see, you hire the right people, not based on just skills, attitude. Someone might have a skill, but that same person is going to collapse the business because of that person's attitude. And funny enough, because I have the same mindset, the people around me also have it to extend. My suppliers also have the same mindset. I just ventured into a new business where I sell seeds, organic seeds as well, and people are rushing to me and they are saying, where am I getting my products from? Because it's better than what is in the market, higher than what is in the market, tastes better. But in the end, I'm selling it for a reasonably down price. Where is it coming from? If my supplier was a greedy person, Right, right.

[Derek Abayte]

He would increase the cost price. So that would also affect your margin, you see.

[Samuel Ejakwon]

So if you attract such energies that those, those energies will come to you. And if you genuinely pray because you can do all that and you might still get a bad nut, that's going to spoil the rest. And there's always a bad nut who is always disguised wolves in sheep's clothing pretending to be the best. So you should get prayer to be a guide as well. So these problems, once you're able to curtail the problem, before they become problems, it becomes a solution for the problem which has not arised. So you solve the staffing issues that are stepped, that is one, you get the right people, right mindset, good people who understand the business, who understand your vision, to the trainings that you are going to do. Once you do all that and the person goes contrived beyond that, the next thing is you have to do with the person, with the law. That's it.

[Derek Abayte]

Entrepreneurs are crying. But hopefully some of the tips you have given us today would help support some of my good friends who listen to this podcast and people who meet me outside and like tell you how you guys doing it. Because we are struggling to find the right people to work with. I wanted us to go through a master class where you can tell us a little bit more about your business. But I'm getting the feeling that my audience would have gotten it already, especially those in business. And you know, in the beginning, the people that don't have business would also benefit from that. So I would want to take this in this direction now in building your business, in becoming the type of person you are becoming, which of these has been of great benefit, motivation or discipline?

[Samuel Ejakwon]

Discipline. Because if you are disciplined. You're already self motivated. I actually like that.

[Derek Abayte]

Yeah, it's the first time I'm hearing this. But yeah, you're right.

[Samuel Ejakwon]

If you are disciplined, you're already self motivated. And that would make you wake up each and every time to work on your dreams. To work on your dreams. Some people are motivated but they are not disciplined. Yep, they started. Actually, I'm fine. Oh, I will do it another time.

[Derek Abayte]

But like, what does it take to stay on course when something is not working? Like you start this business, it's not working out the way you expect it. What does it really take to stay on?

[Samuel Ejakwon]

It's belief and faith. It's difficult to do it, but you need to believe and have faith because you are the only one who has that picture. And you know business. You have that picture. It's blurry. But as and when you journey through it, it becomes clearer.

[Derek Abayte]

Okay, does it get easier?

[Samuel Ejakwon]

It doesn't get easier. That it doesn't.

[Derek Abayte]

Okay.

[Samuel Ejakwon]

Any step you take, it becomes much difficult.

[Derek Abayte]

Okay.

[Samuel Ejakwon]

Each and every time. But what good as you said, what makes you do it each and every time? Being self disciplined, self motivated. Have that fit that if today doesn't pick tomorrow it would being consistent, persistent. Somebody can be consistent but not persistent.

[Derek Abayte]

Right.

[Samuel Ejakwon]

Those two go hand in hand. Consistency and persistency. Once you do that, I tell you the belief would be very little. But you always head towards what you want.

[Derek Abayte]

At this point, if you haven't clicked on the description to grab yourself a seat to connected minds live in Kumasi or sechrome on the 9th of September this year, you're failing us. So I want to see all the fans there. And then also, if you think what we are discussing is too much pressure for the young people, drop it in the comments. I'd love to know. I just love how this question makes people look unexpected. What's the best advice you've ever received?

[Samuel Ejakwon]

The best advice I've received was that never think anything given free is actually free. You'd pay for it. Either you pay for it with your time or you pay it. You swap it with ego or in the end the person uses that against you. Manipulation. Because example, if someone wants to example, say I'll be the head sponsor of the show you are going to do in Kumasi. I'll provide all the resources. It's free of charge to you. But a person based on that would want to change the whole narrative of whatever you've implanted. It's free to you. You've sold that rights to that person.

[Derek Abayte]

He has an agenda.

[Samuel Ejakwon]

So nothing free is free.

[Derek Abayte]

If you love this advice at this point, please comment. I'd love to know, but this is a beautiful advice. Can you recommend a book for us?

[Samuel Ejakwon]

Dave Ramsey's book, How I Think About Money by Dave Ramses.

[Derek Abayte]

Yep. Awesome. I've enjoyed this conversation. I knew it was going to be a great conversation. I knew it was going to be a great conversation. You're a great guy.

[Samuel Ejakwon]

I'm glad.

[Derek Abayte]

And I love the business you have. I love what you do. Hayford got one of these. I know he'll finish it before we we get downstairs. But also, and to my viewers and to my listeners, if you made it to the end, I'd really love to know in the comments. There's usually about 20, 30 people that make it to the end in one go. Most people binge watch this podcast because it's quite long and if you made notes as well. I want to see the notes in the comments so other people can learn. But I appreciate you so much. Take care of yourself. My name is Derek Abayte and I'm out.