Expecting a child always gets most women excited and Salome was not an exception. One of her desires was that her child would have playing space. While shopping for toys and play equipment she realised that they were very costly and most had to be shipped from abroad. The only local producer making similar equipment using wood was equally expensive. She sent a picture of the kind of equipment she needed to her husband and asked him whether they could make it. He said yes. Her husband Kwame, (a Kenyan who chose a Ghanaian name) has an artistic nature, is a musician, does sculpting and woodwork. Already they had made their own home furniture. She then realised that starting a play equipment company could be a good business venture.
Yetoto Play was started in 2012. Its name is derived from a tree that blooms all year round called yesterday, today and tomorrow. Using internet pictures on social media got them their first client who put down a deposit of $120. This was their seed capital- they did not have much and they had just gotten their first baby. The concept was such that they could out-source production so they didn’t need to have their own workshop or tools. They could not afford a showroom or ready-made pieces for display. They focused on custom made designs to meet individual taste, cost and space.
As a start-up, getting clients was not easy. Their products are suited for specific clientele who live in stand-alone houses, are high spenders and can afford such equipment, as wood is an expensive material. Most people live in apartments and generally don’t have the space and those living in rural areas with space don’t see the need for play equipment. She expresses her concern for the trend, saying, “Builders are not considering children when building homes- everything is concrete.”
According to Salome, it was hard but, they stayed strong using social media to identify their clients and for a long time did equipment for home users. On realizing space was an issue they came up with innovative designs to fit small spaces. That is what they are advocating for because even entrepreneurs starting kindergartens don’t have enough space to incorporate so many things, but want to encourage children to play.
Their designs include combo’s (swings, slides, climbing ropes etc.) all put together in one compact equipment that is safe, to accommodate those who can’t afford very expensive pieces. They target entrepreneurs who are starting schools and other homeowners who want to incorporate child play. They also target shopping malls, nursery and elementary schools.
In October 2015 Salome resigned from her job. By then she had two children and was tired of the 7am leaving home to 7pm arriving routine. She asked herself whether it was really worth it. She asks, “Is money the ends or a means for everything?” And says, “I don’t have time to spend with my kids, I’m working from Monday to Friday and Saturday morning. In the afternoon you want to do shopping and when you come home your children are tired and sleepy and Sundays you’re in church.” At that time her business was not even stable and was actually a mess, but she told herself,” if I can give this business the energy, resources and all that I have, I’m sure it can cater for all our needs.”
On sourcing for funds, her advice to other entrepreneurs is, “books and records should be well-kept. Most financiers don’t want to see potential, they want a track record- proof that you can do it.” She further says that business owners need to be particular about where they get their funds from as some sources are very expensive and end up doing more harm than good. They should try and get cheaper funds within their circles before venturing to outside sources like banks. Knowing who to partner with is also important as Salome realised when she made the mistake of being partner with someone who did not share the same vision for the company as she did. When a partner is pulling in a different direction, even if they are meeting financial needs, the company cannot achieve its goals.
She admits her greatest challenge is marketing- knowing the right market and the right channels and is currently working on strategies on where she can meet her target clients. One of them is to hire out branded play equipment and create other inexpensive ways of marketing. Salome believes that if she could get enough clients, the business would not need capital from a bank or a financier as it would grow itself to the next level.
Salome keeps her staff motivated by meeting them and their needs at their level. She insists on her employees taking ownership of the business because if it succeeds, they all do. This also keeps the business going even when she is not there. She encourages them to learn how to do different kinds of jobs to prevent too much out-sourcing so as to keep profits within the business. Investing in tools is also key as modern tools are more efficient, cost effective and safer for her staff.
Going by her own assessment of her business objectives, she admits that it has not yet reached the pinnacle of success, but wiith an annual turnover of 3.5m, feels proud that Yetoto Play is about to go up a notch higher as they will be opening an office, workshop and showroom in Gitaru Kikuyu. This is one of the highlights and a big step for the business. In future, she sees it becoming a strong brand that will be involved in major child play projects and consultancy in child welfare.
Salome would also like to grow the other arm of Yetoto- Michezo Vijijini. A project she is undertaking with the County Government of Kiambu where they identify needy schools which don’t have playgrounds or those that need renovating. She looks for donors who buy play equipment at subsidised rates from Yetoto Play for use by the schools and other children living nearby. Her dream is to have play parks in all villages. She says, “Kids should be allowed to be creative and have fun.”
Salome laughs as she muses over the course of her life. She says, “I never thought I would be reading about tools instead of doing a course in management or my hair and nails.” She cannot believe how excited she gets when shopping for power tools and especially drills. She says there are opportunities for women in artisan jobs- there is no reason why women should not take up carpentry, welding and other technical courses.
Salome is motivated by her family, her dad and Richard Branson who are her business role models. She admires how Branson does business and still lives a full life. She laments that people and entrepreneurs have become so consumed with getting ahead in life and looking for money and agrees that there is a misconception of what wealth really is. She believes that having meaningful relationships is the most important thing in life and that children, spouses and family need us to be there physically and says, “The moment you realise that money isn’t everything, you will find a balance in life.”
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