▪︎ Building Africa's Biggest Healthy Food Chain
@sofreshng
▪︎ Lead at
@scaling_partner
Scaling is hard. We make it easier!
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When
@abimsbalogun
told me she wanted to write a book, I was beyond excited, because I know how deeply passionate, she is about seeing others succeed, and Start Small, Scale Big is a testament to that. She’s distilled all her hard-earned experience and wisdom into this book.
America is a crazy country, to think thousands of people own such jets and just casually fly their families and friends on trips.
That economy is almost bottomless.
14 Years Later!
Frame 1: November 5th, 2010 just came back from the Ketu/Mile 12 market to stock up for the next day store opening.
Frame 2: 14 years later, 5 States, 12 locations, 150+ team members, 500+ vendors and suppliers, billions of naira sold, 300k+ customers served by
A short story
June 2013, I called my wife and business partner
@bimsofresh
and told her we would have to close our fledgling and failing business after sinking about N15 million over a period of 3 years with no returns.
Thread 👇
I feel so at home, from the keke marwa, okada, the bumper to bumper traffic, roadside markets, driving style, car horns, littered streets, and the smell.
It's like travelling from Lagos to Lagos.
9 years ago, new in Lagos I just wanted to sell fruits and vegetables in a clean, hygienic and serene environment.
9 years on we are building Nigeria's fastest growing healthy food chain with 9 branches employing about 150 people.
Its amazing what a simple idea can become.
Let me try to provide more context to this tweet, but the story is long.
When I started my career at Chevron, I worked offshore, so I chose to live in Ilorin for the first year, meaning that I could pay for a spacious 3-bedroom apartment with less than 3% of my annual income.
Refineries are one of the most complex facilities to run, worked in some home and abroad for 13 years. They are capital, technology and management intensive operations, yet low margin.
It's a precise science.
The Nigerian government will never ever be able to run a refinery.
And so we completely reimagined the business and flipped the crisis, 7 years after we moved from that 30sqm corner shop in Ogba, with 2 staffs to over 150 staffs and 10 outlets.
I am thoroughly confused.
I have been at the immigration office at Alausa since 7.30am with so much chaos and confusion.
2 officers came into the room now and commamded everyone to stand up, and they started a praise worship session, followed by a long prayer session.
Your salary is the bribe to forget your dreams. FALSE!
My job takes all my time, I have to quit to pursue my dream. FALSE!
Listen, one of the best things that can happen to an aspiring entrepreneur is working in a structured coy. Let me share a few tips on transitioning
THREAD
One of my pet peeves about Nigeria is how comfortable we are with mediocrity and stagnation.
I first travelled via Ojota park almost 30 years ago. Yesterday, I went to pick up a package, and there have been no significant improvements to the park itself, offices, and shops.
I missed it for my 2 boys, now I have superior wisdom. Let me first email all my groomsmen and bridesmaid.
They can do 2 weeks each, very doable I must say.
I'm always pushing my luck with a low-fuel tank, never in a hurry to buy more. Today, the worst happened while driving on the third mainland bridge with my wife in the car. We (I) ran out of fuel and the car came to a stop.
Fortunately, like a scene from a movie, a guy appeared
I am not an economist, but there's a lot structurally wrong with our economy.
How are the banks declaring massive profits, but the real sector is struggling badly and even closing shop.
Who and what are they financing?
1. Clearly define your financial goals, especially when starting out.
2. No matter how much you earn, you need to spend less to have a chance at building wealth.
3. As your income increases, set a cap on your spending & channel the surplus into a diversified investment portfolio.
Life really does come full circle. I can't believe I'm about to drive my 16-year-old off to start his IB Diploma! In two short years, he'll be in college, carving his own path. How did I, once a kid, end up with a son ready for university?
Parenthood is a wild, beautiful ride
Started with an idea.
Turned into a dream!
Then a mission!
And a clear vision!
With a committed Team!
Now we are here and we move!!
9 location (1 isn't on the map), another 1 coming soon to make it 10, can you guess missing location & the next location?
Your dreams are valid.
You are allowed to protest, but it must be against the protest.
You cannot actually just protest, except you are protesting against the protest, then your protest is ok. In summary protest is dangerous, but protest against the protest is welcomed and advantageous to the
Crazy awesome 2 weeks!!
Became a father to a teenager and a 10 year old.
Became a new parent (I bet you didn't se that coming), lock down chronicles
Got selected as top 50 finalist for ABH 2021.
Got to the last stage of interview for a major fellowship.
Even people laughed at me and my wife at the beginning, that we were selling pineapples and apples.
People will always have an opinion about doers, just keep doing.
I wonder how the Wright brothers felt when they were trying to put a metal iron in the sky to fly people in it. I’m sure some people laughed at them in the beginning thinking they were crazy. Now just look at it. We are all grateful for that masterpiece execution of idea.
I am Olagoke Balogun. My business is
@sofreshng
So Fresh is a Restaurant Chain that sells fresh, delicious, nutritious, and healthy food.
If you can't simply & coherently describe your business like this, with no buzzwords, go back to the planning table.
Now who wants to try?
My Ghanaian friend's daughter getting married came all the way to Lagos, Nigeria, to sow her bridal wears.
Shout out to all the fashion creatives putting Naija on the map. Could we have an afrofashion movement similar to Afrobeat?
For any Small Business Owner in Lagos that has been affected by the destruction in Lagos over the last 3 days, please reach out to teju.abisoye
@lsetf
.ng
For every PZ, GSK, Unilever, that leaves or cuts back, hundreds of SMEs fail every day.
I don't think we are contextualising this trend enough. The current economic situation has a much more significant impact on Nigerian businesses as a whole, compared to the large corporates.
This is the latest way AMAC and the Abuja Municipal Government are fleecing struggling business in Abuja.
So Fresh is to pay N250,000 or risk being sealed within the next 3 days.
This is why I disagree with people who say, 'you are starting all over again' when you start a new venture, a new career, or the famous japa.
No, you are starting with a lot of experience, knowledge, self-awareness, and network. In no time, you'll rise to the top.
Just do it!
@AskMichaelTaiwo
So so true. At 30 years old, I was back in the university as an undergraduate with lots of 18 and 19 year olds in London. One of my best decisions ever.
One good thing about that age is that, your experience guides you a lot and you are a pillar of support to younger people.
Oh, I see the Chevron part is throwing people off:
1. I started my career at Mr. Biggs earning N27,500.
2. At Chevron I met lots of managers with 15+ years broke and in debt.
The most important thing is to learn the principles and apply them to your specific situation.
Let me try to provide more context to this tweet, but the story is long.
When I started my career at Chevron, I worked offshore, so I chose to live in Ilorin for the first year, meaning that I could pay for a spacious 3-bedroom apartment with less than 3% of my annual income.
How it started
Frame 1:
@abimsbalogun
and I just returned from Ketu/Mile 12 Market, a day before opening the first So Fresh store (then known as Fruitivegies) in 2010.
Frame 2: Official Opening of the first So Fresh store in Ogba, Lagos, November 6, 2010.
I'm incredibly grateful for the support from family, friends, investors, my team, and mentors throughout my journey.
Special thanks to my wife, Abimbola
@abimsbalogun
for her brilliant leadership. Together, we've been creating magic for the last 12 years.
One of the greatest atrocities ever committed in Nigeria is the reversal of the sale of those refineries by Yaradua, set the country back by another 20 years.
Aside from corruption, the Nigerian state is grossly incompetent to run such complex operations even if they wanted to.
What's happening in Lagos? This is now beyond a Lekki issue. I practically swam to work from Berger express to Alausa, through Oregun, Mobolaji Bank Anthony to Ikorodu road, all flooded!!
Feels like it's gotten worse compared to previous years.
You can be positive about Nigeria, but there's no need lying that there's progress or that things are getting better, because they are not.
They are indeed getting worse by all metrics.
And positivity does not move the needle.
I have a gift for you all.
My team put this FREE MEAL PLAN together with you in mind to make healthy eating easier, less boring, more convenient and to help you stay on track with your healthy eating goals.
Visit to download your copy, it’s FREE!
If you are above 40 and you feel thsse protests is an irritant and does not concern you.
Firstly, shame on you.
Secondly realise this is for your children and borrow yourself some sense.
Today we launched our newest and our 2nd store this year, at Oniru, Shoppes Mall, 8 Akiogun, Oniru in the middle of a pandemic that has seen our sales deep by over 70% at some point.
Thanks for showing up, & the congratulatory messages. Thank you to the amazing
@sofreshng
team
After some careful deliberations, we took a step back to
1. Evaluate our Strategic Narrative
2. Dig into our data & make sense of it: customer demography, sales, buying patterns etc.
3. Explore opportunities within our value chain.
4. Learn from our existing customers: FEEDBACK
What I think OBJ did in the first 8 years was to correct our course with sound policy and economic choices, unfortunately the next 14 years has been in reverse.
Who's going to set us on a correction path again?
2023 seems to be another 1999 opportunity.
When I moved to Lagos, I started from Berger (not Lekki as a big oil boy), I needed far less than a month's salary to cover my rent. It took me another 4 years to upgrade to Magodo-Isheri, still requiring just a portion of my monthly salary rent.
Next move was into our house.
LITTLE BEGINNINGS
Stumbled on old pictures & I am amazed at how far we have come from this tiny 3 sqm office in our corner shop at Ogba to building
@sofreshng
, Nigeria’s pioneer and leading healthy food chain.
It's been a long and gruelling journey
Frame 1: Me in the tiny 3qm
I grew up in Ilorin, and every time i return, it's same of same.
Subconsciously, we have been conditioned to accept the status quo, and so you easily become the odd one out once you attempt to deviate from that mediocre norm.
It's so tiring for someone like me, living here.
I started
@sofreshng
6 years before I quit my last job, after growing it to a chain of 3 stores from a small corner shop in ogba. Today, So Fresh has 8 stores across Lagos & Abuja with over 100 staff and still groiwng.
People ask me all the time, how do you get to hire loyal, passionate and committed employees?
I ask them in return, why should they be loyal to the company?
One of housekeepers 6 years ago, resumed this week as our IT Support Officer
@sofreshng
He shared with me yesterday how I showed him basic mathematical operations in excel 4 years ago influenced him to pick up interest in learning more about IT.
Tony's story is inspiring.
The ongoing drama with the Dangote Refinery and the FG should spark a broader conversation about government's relationship with businesses in Nigeria.
What Dangote is currently experiencing now is similar to the challenges many businesses without leverage, face daily. Should
11 years ago, I started my company with just 1 staff, today we've grown to over 150 members across 3 states in 14 locations and counting.
Our people continue to be at the center of our growth and success.
While Nigerians looks for silver bullets to set the country on a path of growth & development, it's everyday decisions like this that compounds over time to either take us forward of keep us in the reverse gear.
Our policy formulation & economic choices leaves less to be desired
The painful part of the decisions the current government has taken over the last 5 years is that the real effect may last the next 15 years to correct, before we even talk of moving forward.
How have you been able to work with your wife? Easy... when she's this pretty it sure helps 😘
On a more serious note
1. Ensure you have an alignment on the mission and vision for the organisation.
2. Have clearly defined roles, responsibilities and designation from the start
Thank you Moe.
I run a chain of 9 restaurants and I would have thought this is basic customer service. It's a minimum expectation of any of my managers.
In fact now that you have put it out I will go ahead and create a process around this
@sofreshng
in case anyone is in doubt.
Can we talk a little about customer service? I love Danfo but I brought over 50 people in today (rainy Sunday evening) and every one who stayed bought something. Yet the Manager couldn’t walk up to us to say “thank you” or even ask what the event was about.
When handling customer complaints, the one question to ask is:
How do I turn this into a win?
Because 'Your most unhappy customers are your greatest source for learning' -Bill Gates
And when you win them over they are easily your biggest evangelist and ambassador.
You spoke and we listened, now you can have the best of both worlds with
@sofreshng
new WARM BOWLS! A perfect blend of delicious and nutritious. It's real food you love. and it's good for you.
I am so excited to bring this to you in collaboration with the amazing Chef
@imoteda
KEEP FAITH and remember "It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change." – Charles Darwin
Times are dire, and what worked three years ago may not carry you through the current rough waters.
It's time to bin
It did not help that around March of 2013 there was a road closure on Wempco Road due to construction which paralyzed our business, so by June 2013, things were looking dire with no future. We were practically stalled, low sales, no growth, no profit, rising cost and no way out.
The day I sell my business for unbelievable liquidity, people will be advising and postulating online how it's a bad deal while I will be sipping some So Fresh Zobo in Miami..., can't wait.
Ibadan, we are here!
Join me at the grand opening of
@sofreshng
tomorrow, Saturday, 20th of May 2023 by 10 am, 4, Town Planning Way, Ring Road (Mobil Junction)
Bring a friend, let’s raise a toast to good health, great food, and the joy of new beginnings in Ibadan!
LITTLE BEGINNINGS
Stumbled on old pictures & I am amazed at how far we have come from this tiny 3 sqm office in our corner shop at Ogba to building
@sofreshng
Nigeria’s leading healthy food chain.
How on earth did we move from this to been valued at millions of $$$$.
Thread 👇
Food business is different from Food delivery business. I did Food delivery for 10 years and it's the hardest thing I have done till now. At a time, we had over 25 delivery bikes and then I recognised that we were already in 2 separate businesses. 2 years ago, we outsourced all
Last Saturday we opened our newest
@sofreshng
location in Port Harcourt, making it the 5th state and counting.
One of the questions I get asked the most is how did you grow from that small corner shop in Ogba to 15 locations, over 150 staff, and millions of $$ in revenue.
Who can explain to me why my son prefers Garri to cereals 🤦♂️🤦♂️ or I am alone on this?
Sunday morning, he wants garri and moimoi🤔., this one will not like to japa ooo.
This Airpeace story reminds me of the battle BA gave Virgin when they launched.
They almost ran Virgin out of town. Those companies fight dirty. I am sure Airpeace's mgt is ready. It's not just about the price war. Large Corporations hate competition.
MISSION WAS CLEAR AND AUTHENTIC: We were driven by impact, to change the way Nigerians shopped for fresh produce and their relationship to food.
These notes are now 13 years old years old and everything still holds true for So Fresh till date.
@alienyxx
1. Shares on NGX
2. Treasure bills
3. My Business
4. Staff Cooperative Investment Schemes
5. Workplace Investment Plan
6. Property (Land), wish I did more of this.
Thankful dad.
Joyful dad.
Proud dad.
Congratulations to my exceptional boy!! The world is not ready for you.
Shout out to the mother of the year, every year, and always
@abimsbalogun
you rock!!
What hapened at
#AlausaProtest
was ORGANIZED CRIME and the
@PoliceNG
& RRS stationed laughed it away as they videoed the victims.
The government cannot even engage the youths intellectually but have defaulted to type; VIOLENCE
What a shame
#EndSWAT
#EndSARS
#EndPoliceBrutality
January 2010, two months into starting my business in a small 25sqm corner shop in Ogba, government officials came in one day and said, "this shop looks like it's from abroad, so we must levy them properly; they can't claim they don't have money."
We were just two months old;
The ongoing drama with the Dangote Refinery and the FG should spark a broader conversation about government's relationship with businesses in Nigeria.
What Dangote is currently experiencing now is similar to the challenges many businesses without leverage, face daily. Should
14 years ago, we planted the seeds of
@sofreshng
in Ogba. Back then, we called it 'Fruitivegies' 🍓🥕 – a literal take on what we were trying to sell: whole fruits & vegetables.
Today, our name reflects a promise we make to you every day: "It will always be So Fresh."
The earlier we realise that we can not AI, Blockchain, or tech our way out of basic fundamentals like food, power, transport system, water, pri. & sec. education, & security, the better for us.
Yes, those shiny stuff will deliver some results, but not at the national scale.
I recently started consulting for entrepreneurs trying to grow and scale their businesses. A recurring theme I’ve noticed is the belief that there’s a magical solution or shortcut somewhere that will make the process easier, smoother, or require less effort. E no dey!!
Building,
Context: this was during my 9-5 days, yes, I was earning well, but I had colleagues paying well over 25% because that was what they prioritized.
The key message is living below your means and delaying gratification.
What's not to love about this country.
All logistics company and SMEs with logistic capacity will now have to pay a minimum of 50k per bike to Lagos state aside other myriad of licenses.
I can't believe my Muslim neighbour told me he's on vacation in the US. Which serious Muslim goes to the US during Sallah?
I need new Muslim neighbours, fast.