Innovation Is Key To Becoming A Successful Entrepreneur - Usman Nagenu Awal

Usman Nagenu Awal is a Civil Servant/Fish farmer based in Niger State. He talks about the pros and cons of marketing dry fish in Minna and Abuja. 

TMG> Tell us about yourself? 

Usman> I am from family of Barr. Mohammed Awal Bida and Hajiya Maimuna Larai Awal. I attended Model Islamic Primary School, Minna. I proceeded to FGC Maiduguri then GSS Suleja. I have a Diploma in Financial Studies and HND in Accountancy both from the Federal Polytechnic Bida. I did my national youth service at Oyo state and joined ICA Logistics Ltd Port Harcourt which is a shipping company. I was also a manager at Tagwai Bakery and confectionery Minna for 3 years. 

TMG> What made you go into fish farming and marketing?

Usman> Personal love for good food and hygiene. I realized that our artisan method of smoking fish is not hygienic and most times the taste of sand, dust and maggots due to flies and other things that settle on the fish made me think of other methods to improve on it. That gave rise to the idea behind Mashura dry fish.

TMG> What types of fish do you raise and sell? 

Usman> Dry catfish and extrovancus.

TMG> Which areas do you need to improve on in your company? 

Usman> The areas that need improvement are packaging, marketing and distribution. The cost of packaging and creating awareness to the consumers on the differences between the artisan method and our improved and better way of processing dry fish.

TMG> What are some of the challenges you have faced in starting the industry? 

Usman> The challenges I face is raising of capital, publicity and how to strategise on marketing.

Vehicles for distribution and cost is a major challenge.

TMG> What style of management do you think works in becoming successful at your kind of business?

Usman> Sole proprietorship works for me.

TMG> Have you ever suffered loss during sales and what did you learn?

Usman> The profit margin is between 50 to 60% after expenses but spoilage due to lack of storage facility, issues of bad debt and delivery vehicle, if not properly managed, can lead to loss. The most important thing is that the source of raw material is readily available in my state.

TMG> Who are you comfortable selling to and why? 

Usman> I'm comfortable selling to anybody who can afford it. It is all about business. 

TMG> What motivates you? 

Usman> What motivates me is the need to make a living and to meet up with the challenges. 

TMG> What is your ultimate career aspiration?

Usman> My ultimate career aspiration is to see my fish farming business (mashura fish) go national.

TMG> How do you keep a smile on your face during a hard day to make sure your clients feel good enough to come back again? 

Usman> By letting my customers know that every thing is OK, and not being aggressive in my credit recovery (smile, saying sorry and thanks).

TMG> What role does marketing play in your selling process?

Usman> Marketing plays a very important role. It's the only way that people get to know what you do.

TMG> What way can you encourage other youths not to depend on government for jobs?

Usman> I encourage the youths to look inward, especially agriculture and commodity business.

TMG> Do you socialise and when?

Usman> Yes I socialise; I enjoy watching movies, reading books and at times hanging out with friends.