Naija startup

Derinsola, popular known as ‘Deerin Eleran” runs a meat shop named Deerin Meat And Food Product, a business she started after her sales girl ran off with all her savings. According to Derin, alot of people felt she was crazy to think she could thrive in a male dominated field, but Derin focused on her goal.
Before venturing into the meat business,  she had worked as a cabin crew,  customer service officer/Account Maintenance officer in First bank, and a Para-legal in a Law firm, and she is used the experience she gained from these sectors to run her company and become a successful Entrepreneur.
In this interview with Women of Rubies, she talks about her passion for making money and the plot twist moment that changed her narrative.
I will say my childhood prepared me for what I do now. I have been surviving on my own since i was 9. I was not born with a silver spoon so I did any legitimate job in order to survive.
How I started the meat business
About two years ago, I was running a restaurant business and I usually got meat for some of my customers. One day I was at the abbatior and i told my goat meat vendor that I wanted to cut the meat by myself. He was shocked and he asked me if I had done it before and I said no but I was willing to learn, and that was it. Starting the meat business was not easy though. I just plunged into the business. My kids always inspire me also. I can’t afford to let them them to go through what I have gone through in life.
I can say my kids inspire me. They are very important to me. After l left my banking job, I got an offer with Access Bank but I was posted to the Head office while I was staying on the Mainland. I ended up not taking the offer because my kids would suffer for it. I chose my kids over my career. And also, the meat industry is a lucrative one, though people think it is a dirty job,  but like the saying “inu egbin lowo wa”😆.
Balancing my career and home front
Managing my business and single-handedly taking care of the kids hasn’t been easy but God has been faithful. I make sure my business doesn’t affect my kids and the home front.
Few years back, I left the banking industry and went into plaintain chips production. I wrote a post on Greenland asking to get a cutting machine at reasonable price. Sis Olu Bunmi and Sis Defunke Adewumi might remember this. God used three women to bless me. I was able to train about 50 people on how to make plantain chips, for free in other to give back to the society.
This act of kindness by women who didn’t know me from Adam  impacted my thinking and made me to want to do more. They encouraged me to be better.

Part of the challenges I am currently experiencing as an entrepreneur is funding. The meat industry is a very big one and ROI is amazing. If there is capital for me to do this,  people will be amazed by how I will turn it over. Secondly, getting trustworthy staff is very challenging. Once bitten twice shy. In terms of manpower, I am facing some challenges too.
On giving up
I have never felt like giving up. I am my greatest critics and irrespective of the situation, I have never felt like giving up.
I Am a Woman Of Rubies
I am vigorous and confident because God is behind me. Because my calling is unique. And i am also an inspiration to a lot of youth,  both male and female. I have had several people mailing me for advice and guardian. I feel i have a pact to play.
Words of advice to women
My advice to young women out there is,  whatever you set out to do,  do it diligently. Do not pay attention to naysayers. Opinions will not pay your bills, nor feed you. Stop procrastinating,  just plunge in. If you have to go dirty,  go dirty! I mean dirty in accordance to God will. If it is akara (bean cake) you set out to sell,  sell it with pride. But please be distinct,  be unique,  be different from your contemporaries who are doing same thing as you.
Be shameless about your pursuit of greatness and God will crown your efforts. So plunge in now and do not procrastinate,  start NOW!!

My industry is saturated, everyone seems to be doing what I am doing!
This is a narrative I have heard several times.
In any growing economy, most industries that provide for the general needs of people will be filled with various businesses catering to those needs.
An industry being saturated is actually an indication that there is strong demand for the products and services being offered in that industry.
So, the goal is to find ways for your business to stand out, so that you can get the right visibility and market share.
Here are 3 ways you can stand out in a saturated market.

Identify a gap and fill it
Believe me no matter how many players, there is always a gap that needs to be filled. Let me use the food industry as an example. A few years ago I was in Las Vegas; my card did not work in most stores, because of the difference in technology.
I started to ration the little cash I had with me, but by my last day, I had run out of money. I couldn’t buy food so I decided to go on a forced all day fast. By 10pm, I was so hungry that I went to one of the bars in the hotel to beg for some fortune cookie. I ate two of them as my meal that day, but by 1am, I was too hungry to sleep.
I began to wonder that surely there would be some overnight food business with a website that I could order food and hopefully my card would work online. I Googled and fortunately found one and my card worked. I placed my order by 2am and my food was delivered in 30 minutes!
I was so happy and the food was so yummy. Anyway they say food is always sweet when you are hungry.
The lesson I learned from that experience is that as saturated as Las Vegas is with restaurants and dinning places, when I wanted food at 2am, the person who served me were the ones who got my money.
How about you, what gap can you fill in your industry?

Create a sub category or niche and dominate
In any industry, there is something called ‘first mover advantage’. This means that the first person to enter the market usually becomes the market leader. (I have seen a few exceptions)
So how do you stand out in your industry when you are not the 1st or even the 10th?
Create a Sub-category or niche where you can be the first! 😁
A few examples:
1. You might not be the first delivery service company in Lagos, but you can be the first to offer 1 hour delivery anywhere in Lagos (or whatever city you are) if you can pull it off, you can openly brag or promote that you are the ‘No 1 one hour delivery company in Lagos ‘ This way you will stand out!
And everyone who wants quick delivery will come to you plus more money in your account.
2. You might not be the first mobile food restaurant or service provider in your city, but you can be the first to provide same day customized meals. So, if your customer wakes up and wants to eat plantain porridge with shaki for lunch, you can deliver to them by lunch time.
People will rave about your ability to satisfy their food cravings when they want it and of course it will put more money in your account. I hope that makes you as excited as I am.

Identify a trend and ride it
In the larger society, there are always events, activities, pop culture occurrences that can lead to a trend. A few weeks ago, Davido released the song Assurance and presented a car with ‘Assurance’ as the plate number to his girlfriend on her birthday. A few weeks after, a certain lawmaker presented a car to his wife with ‘Assurance’ as the plate number also.
Now I am sure that we have not seen the last of this trend as many more men are preparing their own ‘assurance’ and their women will be happy to receive it.
So how do you ride this trend? A smart car seller can turn this to an ‘Assurance campaign’ and say that they sell cars that give assurance. An insurance company can say that they offer the real assurance, which is ‘life time insurance’. A wedding ring seller can put a slant to it and say, the real assurance is to ‘put a ring on it’.
Do you get my drift? By riding an already existing trend and promoting it, your business will stand out among the pack of people offering similar products or services.
In my podcast last week, I broke these points down and gave more examples, you can listen to it here.
I also created my own version of assurance for business owners who want to earn consistent 7 figure revenues a month, it is a play book titled ‘Generate 1 million a month’. You can download my free playbook here.

About Tale Alimi
‘Tale Alimi is the CEO of Tale Alimi Global; a premium business coaching and strategy consulting boutique focused on helping progressive and forward thinking SME’s take their business from small to scale. She is the author of Uplevel-find your niche, share your story, build your tribe and profit from your passion(www.talealimi.com/uplevelbook). She has a Masters in Business Administration from Lagos business school, a certificate in personal coaching from the coaching academy UK. Visit her website to learn more:( talealimi.com.com). Get daily business inspiration when you follow her on twitter (http://twitter.com/talealimi) and Instagram(https://www.instagram.com/talealimi).

Source: Bellanaija