Hustle to Portfolio Episode 1 with Edijala Joseph of Gadget Atlas
Last quarter, we started the Hustle to Portfolio storytelling series, spotlighting African SMEs where we get insights and lessons to help other business owners grow.
This first episode features Joseph Edijala, the Creative Director of Gadget Atlas, where he gives us the gist of how he almost ruined his business due to a mistake he made and how he has grown from his first 5k profit to now making sales in millions. Get the piping hot tea here!
Kindly introduce yourself and your business
I am Edijala Joseph, Creative Director at Gadget Atlas, a company that sells phones, laptops, and other gadget accessories. I am also a final-year student at Obafemi Awolowo University, Ile-Ife, where I started this business in my second year.
Oh cool. So, what was the inspiration behind starting your business?
I once worked with Iroko TV as a Telesales agent, and that was where I discovered my talent in sales and the ability to convince people to buy anything. Also, I have a hustling spirit and when I saw some of my friends start and grow their businesses, I knew I could do it too.
When I started, I didn’t have any products. So, I started by posting product pictures from other vendors on my page. With that, I started getting sales and when I got my first 5k profit on a sale, I was very excited.
Interesting. So, how did you go from posting product pictures from other vendors to having a physical store?
Showing up every day, when sales were slow or when there were no sales at all. I knew consistency was key, so I kept at it and was always eager to learn.
I also always connected with those who had gone ahead of me in the business, to learn from them. Little by little, I began sourcing my products and with time, I was able to open my store.
It wasn’t easy, but showing up every day, no matter what, made all the difference for me.
How do you define success for your business?
Being able to build a structure for my business to stand on its own. Also, customer satisfaction is another huge success factor because our customers mean a lot to us and it is by having them that we can run a successful business.
And how did you build that structure for your business?
First, I had to accept that trying to do everything myself isn’t sustainable, especially in the gadget business. So, I built a strong team and learned to delegate.
At first, it wasn’t easy, but by trusting my team and making sure everyone understood their role, I was able to create a structure where the business could run smoothly, even if I was not there. This has helped the business thrive on its own while giving me time and the ability to focus on bigger goals and client retention.
How did you initially fund your business, and what advice do you have for securing funding?
So, I started the business with my money, but now, I have a couple of friends who invest some amount in the business. Currently, the investment plan is only open to people close to me, but when that cycle ends by the end of the year, I plan to open it up to the public.
Now, those people were willing to invest their money in the business because of how well I handled it when it was just my money. So, that gave them the confidence that I would do better if I had more money; and thankfully, it’s been going well.
And for securing funding, I think getting a loan is a good idea and not a bad thing like we’ve been made to believe. Currently, if I see someone willing to give me 100 million Naira like this, I will take it o, biko plug me to anybody that can.
Laughs. We give business loans at Triift Africa, and we can discuss that after this.
Alright, that’s fine.
So, how do you manage your business finances?
One thing that has helped me is having the discipline to separate business money from personal money. Also, I pile up my business profits and add back to the business, which has helped me to grow faster.
Getting a financial planner is also a great idea because if you get access to a large amount of money but lack the knowledge to manage it, it would be as good as nothing. So, I recommend getting a financial expert who can help you plan any funding you get, especially if it’s huge.
Those are great points you made. So, what support or resources have you found most useful to grow your business?
First, PR. I think PR is very important to give your business the awareness it needs to get known and trusted, leading to sales. Also, learning from smart people around me has helped me.
I am not a bookish kind of guy, so what I do is get into conversations with guys who are book-smart to learn from them. However, if you can, reading is a great way to get the knowledge you need to run a great business.
Another important thing you need to succeed in business is great thinking. This is why I prefer to delegate routine stuff to my staff and do the hard thinking myself because that is where the money comes from. Also, hiring SMART people who can think well is key in the grand scheme of things.
Hmm, that’s true. So, what strategies have you found most effective for growing your customer base?
First, recommendations from past and current customers have been very helpful. Also, PR from brand ambassadors and talking to people about what I do anywhere I go make a difference. So in all, carry your business on your head!
I concur o. So, having been in the business for a while now, what are some common challenges you face and how do you overcome them?
So, one thing to settle in your mind as a business owner is that there will always be challenges. And one of the major areas where I encounter challenges is when dealing with customers. There was even a time I almost had a lawsuit while handling an issue with a customer.
Wow, how did you resolve that?
Oh, it later got resolved, as the customer realized that he was at fault and wouldn’t win the case in court.
Oh, cool.
Yeah. Other challenges are in periods when I don’t make sales, yet, I have to spend money on the business. In situations like that, I get scared, however, with time, things pick up again.
Another challenge I encounter is logistic risk due to the kind of goods I deal in, which are usually fragile and cost a lot. There was a time when we lost some high-end items at the park, but thankfully, we were able to recover them.
Wow! How do you avoid such occurrences? Do you have your personal delivery company or individual?
I have a delivery company and a person I work with periodically when I have a fast delivery to make. But it’s all based on trust.
Fair enough. Can you share an example of a major setback you experienced in your business and how you handled it?
As someone who started my business from the ground up, I’ve faced numerous challenges, but one experience stands out which was when I had to refund almost 3 million naira to a client.
Oh boy, that must be a lot. Let’s talk a bit about that
So, the customer contacted us that she needed a brand new laptop, and I said we had one and told her the price. Immediately she asked for our account details, sent the money, and asked when she was to pick it up. I told her and she picked up.
Talk about customers that do not stress you, she was the perfect description. End of story abi? No.
This was what happened- the laptop had been opened before, likely to confirm its functionality at the store. Because of this, the warranty had started running before she purchased it, instead of beginning when she first opened it.
When she discovered this, she understandably felt deceived and returned the laptop, asking for a full refund. I was hurt by the situation, knowing I had lost a great customer who could have referred others like her. But more importantly, it taught me a critical lesson: honesty with customers is non-negotiable.
No matter the circumstances, being transparent about every detail is essential to building trust and maintaining long-term relationships. In the end, I made the refund and took it as a learning moment.
It was a tough experience, but it reinforced the importance of integrity in business. It’s a lesson I carry with me, ensuring that every transaction is handled with full transparency, no matter what.
Wow, that must have been tough. Did it affect the business?
Sure, it did affect the business. But it also taught me a lot about always being truthful to customers, or else, it will come back to bite you.
Yeah, I hear you. So, to wrap up, what advice would you give to a growing business owner?
So, there are several things. First, you need to learn marketing. You must be able to market your business well and put it out there.
Also, being consistent with what you do, putting in effort, and persevering even on the bad days. You must also be ready to take risks to grow, as well as stay humble and level-headed to learn from others
Rate your relationship with running a business on a scale of 1 to 10.
I’d rate it an 8, and here’s why. In business, there’s always room for growth. I know there are still things I need to learn, relearn, and unlearn to keep improving. I’m not where I want to be yet, but I’m committed to getting better every day.
Just a while ago, I was the guy reposting products on my status. Now, we have a physical office here in Ile-Ife. I’m confident that even bigger things are on the way!
Thank you so much for taking out time for this. We sincerely appreciate it
You are welcome. Thank you for having me.
So, what lesson did you learn from this episode or what statement stood out for you? We would like to hear your thoughts in the comment section. And if you would like to be featured in the next episode, kindly comment below, and we will be in touch.
At Triift Africa, we are passionate about helping business owners like you grow your business and scale to your highest potential. Through our business resources, collateral-free loans, and community, we provide all you need to grow from hustle to portfolio. For any form of consultation, send an email to us at hello@triift.africa and we’ll be in touch.
