Usually saying you ‘learned from the best’ is hyperbole, but not for Jael Amara, Founder and CEO of Consumer Options Ltd. The Catholic University of Milan graduate started her career at an international research company during the times when the field was not too crowded and only two local research companies existed in the market. After four years in the industry and learning everything she could about the industry, she changed her forte and moved into the world of advertising where she worked for Century Grey, a local advertising company back then for the next year. Unfortunately for her the company closed down without warning and one Friday morning, in 2004, Jael woke up only to discover that she had no job, no office to go to, and nothing to do. She needed a plan B. “I did not choose entrepreneurship, entrepreneurship chose me,” Jael says.
Looking back, she would have opted for an 8 – 5 job, given the comfort and security one has when employed. It so happened that during her employment years, she had registered a company dubbed Consumer Options with a good friend but had never got around to actually doing what she had planned to do. So, when she found herself unemployed, she opted to start her own company, as she had noticed that when it came to research, the market place had a glaring gap. Thinking fast, she took a week to get her mind right and look for opportunities and much to her surprise, discovered that one of her friends whom she had worked with back at the research company had also left work. They came together, at a coffee shop in the heart of town to discuss their lives with more emphasis on how to run with the outfit, and that is how Consumer Options Ltd was formed. In a recently published book A Candid handbook for women doing business in Kenya, by Patricia Okelo and J.C.Niala, Jael had the following to say about her business in the formative stages: “We registered Consumer Options Ltd long before we knew what we really wanted with the company. We were researchers and we knew we did want to do research, just like the international companies that we worked for. I am not sure that is motivation enough to start a company, but we knew we would do the same things for ourselves. Consumer Options Ltd was first registered in Uganda. I had this grand idea of following a friend there because the land looked more fertile and promising. The way you would look at a fat cow and know that great beef will come out of it. It never happened.”
The Journey
Jael begun her journey into entrepreneurship in 2004, and her beginning was not too smooth. For starters, her parents were not too thrilled and tried to dissuade her. Back then, when you started your own business, society perceived it as not having a ‘proper job’. Many would view it that you were unable to succeed in the corporate world, thus resulting to “biashara.” Despite her parents’ valiant efforts her mind was made up. She wanted to run her own company, and the 26 year old could only look at her parents with wide eyes and plead for their support. The planning and strategy meetings begun, at an underground coffee shop where Jael met with her friend for three weeks, before they discovered that all their money was being spent on coffee shops! They shifted venues to Jael’s apartment in Kileleshwa, which eventually was the working place until the moved to an office space in town. Over the next few weeks they spread word to their networks and within the second month of operations they won their first project. To say they were excited is an understatement. They were over the moon. They took photographs of the cheque promising to mount it on the wall one day just to remind them how far they had come. They hired on a need to basis for their first project and for a year the work kept the business afloat. It was after completion that Jael discovered no one had prepared her for life after their first project, because winning the second project took a bit more effort. They took to knocking on doors, making daily cold calls, and walking into offices to offer their services. After a few months of aggressive marketing, their efforts did yield fruit. It became clear to Jael and her partner, after they got work from a referral, that their work would speak for itself. They thus developed a 102% mantra that to date stands true at Consumer Options Ltd. Business was beginning to look up and Jael was beginning to feel she had taken a step in the right direction. Projects had begun to stream in and in addition, she begun to make a name for herself. They were planning for expansion and penetration into the East African market, when the 2007 elections happened, making it the hardest business year ever. For a year or so, they were hugely affected by the political instability, and standing on their feet became an uphill task. However, a year later business picked and to date, they have done research on financial services, motor industry, fast moving consumer goods, health insurance, and so forth. A we speak consumer Options Ltd is one of the fastest growing market research agencies in East Africa. Their focus is to understand and translate consumer habits into opportunities. In November, they will be celebrating 15years in business.
Of Winning and staying up
As a habitual marathon runner, Jael can attest to the rewards of a disciplined and focused life. That same principle keeps her winning in the business world. However, every great business owner knows that where there is gain, pain is always close bay. Jael has been no different in the ups and downs of business, though she chooses to celebrate these challenges as she attests that not only have they shaped her, but they have made her realize what a conqueror she is. “When you love what you do, the downs of business become more of a stepping stone than a challenge,” she says, as she stares wistfully into space.
Human resource is and remains one of the biggest challenges in moving her business forward. She quickly discovered that most research candidates who apply for work do not have the necessary qualification and therefore has found herself having to train those she has employed. However, at some point, the trained staff leave for greener pastures, and even though she encourages moving forward for her employees, she finds herself short staffed, thus beginning the recruitment and training process all over again. “Millennials, I have come to discover are like nonstick pans, they don’t stick!” she says bursting out into a hearty laughter. Another challenge she has encountered is the lack of resources and support for mid-sized companies. Most support and programmes being designed are heavily targeted for entrepreneurs and startups.
In 2016, Jael was among 14 women selected to undertake an entrepreneurship course as seasoned women in business. She attended Babson College, one of the best entrepreneurship colleges in the US, and this experience taught her that as medium sized businesses they must learn how to support each other and share their experiences. Scaling up should not be as scary, and that talking to other entrepreneurs gives one courage that you can do more.
Despite the challenges, Jael has had good times. Penetrating the East African market was a total plus. Working with various multinationals remains an all-time high. One of her major milestones was getting the ISO certification for Consumer Options Ltd in the beginning of the year. This was something she and her partner worked hard on. It took four long years to align their systems so as to enable the ISO 9001:2008 certification. It is worth noting that Consumer Options Ltd is the first local research company to be ISO certified in Kenya. For marketing, they undertake hard core selling as market research tends to be technical. Referrals and networking are also ways in which they have gained business wins. Over the years Jael has learned that maintaining and keeping good relationships is a great way to sustain your business. She has a group of three friends, all whom are in business. They talk regularly to encourage each other and spur each other during the tough seasons of business. “Women should not walk alone in business,” she says. “When women come together and share their business experience, they learn and grow. And together women can do more, when they have each other’s backs!”
Given the imminent success that Jael has achieved over the past years, the business mogul is not all work! A lover of sports and travel, Jael never misses an opportunity for adventure. Currently she is training for the (New York) NY marathon to be held in November. All proceeds will go towards supporting the shoe4africa Children’s Hospital based in Eldoret. An avid reader, she has a special bias towards the African writers. Lately she has been enjoying two hilarious books, We Need New Names by NoViolet Bulawayo and The secret Lives of Baba Segi’s Wives by Lola Shoneyin. When it comes to business books for entrepreneurs, Jael recommends A candid Handbook for Women in Business by Patricia Okelo and J.C Niala. When she is not running and travelling, she likes to swim, and her favorite water sport is deep sea diving. A woman who inspires her to always do her best and go beyond the call of duty to serve mankind is Malala Yousafzai a Pakistani activist for female education, author and young Nobel Prize laureate.
As our interview comes to a close, I have to ask the enigma standing before me what truly are her keys to success, to which she responds; “Clarity in your core business is key. When you have clarity, things automatically flow in the business. Also hard work and a good support system can take your business to greater heights than you never thought possible.” However successful, Jael is still on the rise. She plans to expand her business and set up branches beyond borders; and deep down I believe in her. I believe five years when we meet again, it shall be in one of her international offices doing a follow up interview.
All pictures were taken at Heat Press Studio, Ground Floor, Uganda House
Make-up by Beverly Wakesho Bundotish IG
