Tabitha Onyinge – Omenya is a seasoned journalist with 19 years of experience in journalism and editing in Kenya and South Africa; and an additional 8 years in civil society work – mobilization, fundraising, marketing and public relations. It’s been 2 years since she set up Deer Leaps Communications Ltd; and as a Communication Specialist her friendliness, optimism, confidence, analytical skills, thoroughness, ability to learn quickly, and attention to detail are helping the 40-year old entrepreneur shape up the communication industry in Kenya.
Tell us about your journey in business. What inspired you to start?
I have always had lots of ideas rolling around in my head wherever I was employed – in the newsroom and in PR and Communication, which I’ve always shared with supervisors and managers. However, some of the ideas used to get implemented, while others were not. After a while, I started to feel that these ideas can and should work together for something greater! And that’s how I got into entrepreneurship. Of course there was the need for flexible working hours, space etc. which you can’t get in employment. Then the need to make more money and do more than just professional work also came into play.
What resources did you start with (people, money, premises, etc.) and how did you use them?
People – friends, colleagues and partners (clients) from my previous places of work, who came in as customers/clients, advisers and mentors, and professional service providers. I didn’t have any money, except for savings that were only enough to see me through two months of operation. I started by sharing an office with my husband, and with time I was able to pay for my own space. I had ideas in plenty and I’ve drawn from them during this period, refining some, dropping others etc.
What has been the most effective way of raising awareness of your business and getting new customers?
I realised that at the end of the day, business is about networking/marketing. So, while we have a good internet presence: website, FB page, etc., we have to network with real people and have them know that we exist and we offer great services. So we attend lots of relevant meetings, where we talk about ourselves and draw attention to our services as well. We’ve also benefited a lot from the recommendations of our current clients.
What have been your biggest challenges so far with running your business and how do you overcome them?
There is a general low appreciation of service entrepreneurship in Kenya. While you offer something the market needs, you quickly realise that the attitude with which it is received is that of “given some time, we can do that ourselves.” This leads to unnecessary interferences in the delivery process. Because of this, the broader market then does not also appreciate the service fees charged, and would haggle unnecessarily, or simply delay payment for services offered.
We’ve learned to screen our clients carefully. We know the ‘type’ that doesn’t appreciate communication services, and we know the type that makes work easier and enjoyable. That said we have endeavoured to try and rid the ‘problematic’ market segment of their ignorance, by patiently explaining why they need professional services.
Tell us about your team.
We are a team of peers drawn from different fields of specialisation – PR & Events; Strategy Development; Video/Audio Production; Website Management; Writing and Editing; Graphic Design; Media Relations, etc., and most of us come in to tackle projects that are specific to our areas of specialisation. All of us double as trainers in communications.
What do you love most about running your own business?
The discipline that it demands! Contrary to what most people believe, you become more conscious of your time, goals, output, when you’re running your own business, than you do in employment. I love that! I have written myself a few corrective memos since starting off in 2014, which I would never have done were I employed!
How do you keep motivated through difficult times?
I always know that God brought me here, and He is my overall boss through it all. So I always go back to Him and seek strength, guidance, wisdom and direction. Also, while the miles yet to be covered are numerous, I look how far I’ve come, in comparison to the years I spent procrastinating, and I know that there’s no turning back. Besides that, my eyes are fixed on the responsibilities that I’m carrying – the people depending on my business for their own growth are many.
What’s the biggest lesson you have ever learned?
The biggest resource in life is people. Invest properly in them, and don’t use them.
How has entrepreneurship changed you?
As I mentioned above, I’m more disciplined. I know that “what I sow is what I reap” as the Bible states, and so I try to sow the best seed in order to have the best harvest.
If you could go back in time, what would you do differently?
I’d get into business soon after university. Then there is so much energy, and all the ideas are implementable in that you’re younger and you can try out everything without over-analysing. Besides, your responsibilities are fewer and so you have enough room to recuperate after failing, before trying again.
How has your life changed since you got into business?
I’ve developed lots of additional interests – in real estate, in technology, in leisure and recreation, in leadership, in world politics etc., because I realise how all these affect my business.
Besides that, I feel more confident pursuing whatever little interests I’ve always had – in my spiritual life, my physical well-being, and my intellectual growth.
Where do you see your business five years from now?
I see it as the most talked about communication company in Eastern Africa.
What advice would you give to other entrepreneurs?
No dream comes to anyone by chance. Pursue every dream that God sends your way with all that you have. Secondly, short-cuts only appear to work, but the real deal in business is to follow the legitimate path and not be in a hurry to achieve your goals/dreams.
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