START UPS The Prodigal Entrepreneur: Jermaine Williams discusses the intricacies of a low capital start up By: Andre’ Burnett
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Jermaine Williams’ plan was progressing well, until a shared idea between himself and a colleague at University reignited a familiar flame that had been smoldering within him since he was a child helping his aunt to sell cassettes at Kellits Market in Linstead. The plan being referred to was Mr. William’s intention to use his academic acumen and savvy street smarts to progress through the ranks of an established company eventually reaching to the top. The flame was the spirit of entrepreneurship that took the form of a magazine effort which proved to be ahead of its time and now with his sophomore effort, Mainwell Enterprises Ltd which trades under the moniker “Good As New”. According to the 25 year old businessman, the idea for Good As New came about as a result of many brainstorming sessions the focus of which was always “anything that sells in this harsh economic climate could sell in any climate”. Thus a business that sells pre-owned items such as appliances, furniture, electronics and even cars at bargain rates is sure to be a big draw in any Jermaine Williams, Managing third world country, Director of Mainwell Enterprises Limited with or without recessionary pressures. In addition to pre-owned items, the company also sources items from retailers with excess inventory. After spending an incredible amount of time and effort in developing an exhaustive business plan for the magazine that was not to be, it became apparent to Mr. Williams and his partner at the time that the capital needed for such an undertaking was unobtainable at the time. “I had to retool, even though I was still thinking big, I had to start small, start at a point at which I knew that the initial capital would be obtainable”, said Mr. Williams. Mr Williams shares with “Start-Ups” on how to use as little capital as possible to make your business a success
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BUSINESS LOUNGE A Perfect Fit: Stephen Dawkins reveals his plan for Jamaica Beverages Your Money Reporter: Andre Burnett There is an air of confidence about Stephen Dawkins that is unmistakable and inspiring when he speaks of tacking the challenges of his new job as General Manager of Jamaica Beverages ltd, a subsidiary of Trinidadian drink giant SM Jaleel Limited. Hearing him speak of his audacious short term plan for the company invokes the imagery of cage fighter who has been given all the necessary tools to demolish his competitors and can hardly wait to enter the fray. And with good reason because Mr. Dawkins believes wholeheartedly that his experiences up to this point could not have led him to a more apt place.
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The 41 year old JaStephen Dawkins, General maica College Old Manager of Jamaica BeverBoy and graduate of ages Limited Nova Southeastern and Florida International Universities has a resume that includes Singer Sewing Machine Company, British American Tobacco (parent of Carreras Jamaica ltd), a small stint at Polyfoods Ltd and most recently at spirits manufacturer, Wray and Nephew. “British American Tobacco was my training ground for my understanding of distribution systems and supply chains all over the world where I saw how they practised a lot of direct distribution and this is where my skills were honed”, said Mr. Dawkins, “my short stint at Polyfoods gave me a view of a business from the top down and that was invaluable and lastly, Wray and Nephew developed my marketing skills with regards to lifestyle brands, so with these three aspects of teh supply and distribution business I am more than prepared for this job.” In the Jamaican soft beverage market, PepsiCo Jamaica and Wisynco are considered kings of the hill but Mr. Dawkins believes that the gap between his company and the aforementioned is not as large as you would imagine
and this is where his short term goal comes in. “With our quality brands and the right marketing mix, in one year we can easily become number 1”, shares the new General Manager, “That is our short term goal and our long term goal is to remain number 1”. While acknowledging that his products being Trinidadian in origin might not have the same familiarity that his competitors enjoy, Mr. Dawkins says that there are brands within his portfolio such as the recognizable “Chubby” soft drink which already have emotional connections with the Jamaican population. To further his quest for market domination Dawkins plans to streamline the distribution channels of the company making them more effective and thus optimizing the distribution process. On-premises drinking and supermarkets are two of the channels that Mr. Dawkins says will be of particular focus in order to garner the necessary market share to guarantee a number one spot. The Jamaican marketplace is a unique one and the General Manager is aware of this, which is why even though the marketing for the products are strategized in Trinidad, he intends to fit them for the Jamaican Market. It takes a confident man to make statements as bold as Stephen Dawkins’ but with his quiet conviction it is hard not to believe him. He is adamant that leaders are born not made and he is quite content to be tasked with leading the way forward for Jamaica Beverages.
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The One-Hour Marketing Solution By: Gail’s Graphics Design
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ummary: If you hate the thought of marketing, this article is for you. There are people who have found ways to market with integrity and have lots of fun, too. If this describes you, then skip this article! Other people would rather be doing anything else – even getting a tooth pulled (well almost) – instead of marketing. If that describes you, then start marketing 60-minutes each day.
Now, I’m not talking about creating forms, business cards, etc. Instead, take 1 hour each day and “really” market. First use that time to design a marketing plan (review your business plan for some ideas). Make sure that your plan includes many enjoyable ways to market or ways you think you’d enjoy. Do I hear lunch? Next, spend one hour per day conducting any type of marketing! Or spend the equivalent of that time – 2 afternoons per week or whatever way works for you – as long as it equals 5 hours per week. Over time, you too will realize that marketing is fun. Without realizing, your marketing time will automatically begin to increase. Remember, if you get stuck… go to the web or your local bookstore and check out all the marketing information. There are rows upon rows of “how to market” books. So, keep in mind, you can market your way, market with integrity, and have fun, too.
Into Friends, and Friends into Customers” by Seth Godin and Don Peppers. • “Integrity Selling: How to Succeed in Selling in the Competitive Years Ahead” by Ron Willingham. • Visit our recommended business foundation books, at www.TheResourceQueen.com/books.
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Based in New York, Gail’s Graphic Designs offers a broad spectrum of creative design and communication solutions to assist in the marketing of your small business. Contact Gail Lewis at glewis@gailsdtp.com or visit Gail’s Graphic Designs at www.gailsdtp.com | Contributor: Maria Marsala © 2009 Chief Business Collaborator Maria Marsala has been publishing MORE BUSINESS ezine since 1999. If you’re ready to make more money, kick-start your marketing and live a high quality life, get your FREE tips now at www.ElevatingYourBusiness.com.
Use the books below to investigate fun ways to market:
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• “Guerrilla Marketing Handbook” (or any guerrilla book) by Jay Levinson and Seth Godin Lots of inexpensive and great ideas to build a marketing foundation and see what enjoyable methods you can add to your marketing plan. • “Selling The Invisible: A Field Guide To Modern Marketing” by Harry Beckwith Especially good if you market a service vs. a product. • “The Portable Coach: 28 Surefire Strategies for Business and Personal Success” by Thomas Leonard Marketing using the 28 principals of attracting people and business to you. •
“Permission Marketing: Turning Strangers
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