It’s not always about the talent or the skill, to some it’s luck, relationships, networks and to others it’s timing and that thing we cannot put a finger on (divine intervention) … probably.
“Psychologists call it the 90-10 principle. Ten percent of life is what happens to you and 90 percent is decided by how you react to it. We have no control over what happens to us – high winds rip the roof off, your train is delayed, or a meteorite lands on your car. The 90 percent, however, is up to you.” – (Rod Judkins)
We live in a strange world, live a life without a manual or rewind button, your mistakes are your best advisors. Some started and got the breakthrough others are still looking. I read Dr. Papa Kwesi Nduom’s story in the Forbes magazine and it’s really amazing how he got his break in the “washroom.”
I have seen people play from the dirtiest fields to the greatest fields of the world, I have also seen others grey on the same dirty field. Such is life, the only element you have control over is the ability to keep fighting till you see that light.
Just don’t give up, don’t be like the proverbial miner who couldn’t dig for gold because he got fed up. Don’t be fed up, and don’t look back, there’s a reason you started and you must achieve that.
Your destination is forward and that should be your direction. Isn’t it interesting that before we see day light we have to go through darkness? Have you thought about that?
Greatness is never achieved in a comfort zone. It takes a lot of hard work, strategy, vision, focus and the zeal to ignore the world for the goal. It doesn’t matter how you started and how people see you, that is their problem, your success should be your problem too. Remember there will never be a better time to start, you would always wish you had started earlier, that could be today. Small starters end great.
“During the 1920s, brothers Adolf and Rudolf created the Dassler Brothers Sports Shoe Company, a business based in their mother’s laundry room in Herzogenaurach, Germany. By 1948 they had split the company into separate firms, with each of them running one of two competing factories on opposite sides of town. Their equal determination to produce the better sneaker led them to be world leaders in their field: Adolf’s company was Adidas, and Rudolf’s was Puma. Herzogenaurach became known as “the town of bent necks” because residents were constantly checking to see which of the two brands their neighbors were wearing.”
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Source Beauty is pushing the boundaries of Egyptian e-commerce
Egyptian e-commerce: the county’s digital drive has not yet gotten to the growth typically seen in European countries and North America. However, as businesses have started shifting online, customers are now following suit, resulting in the gradual development of the digital eco-system.
Innovation, such as digital marketing, is reinventing the consumers’ path to purchase. The Egyptian e-commerce market is expected to grow at a rate of 33% annually to approximately $3bn by 2022, according to Oxford Business Group.
Source Beauty and disruption
The increase in e-commerce comes from rising internet penetration rates, driven by connected and digitally savvy millennials. Several platforms, both locally and internationally, such as the direct-to-consumer beauty platform Source Beauty, have disrupted the beauty industry in the region to drive their growth by truly connecting with their customers.
By being aware of the changing consumer behaviour trends in the e-commerce landscape, service providers like Source Beauty are continually fostering customer engagement with a community they have created. The customer service team, along with the editorial and marketing teams, respond to each comment and direct message, making customers feel listened to.
Lydia Schoonderbeek, the founder and CEO of Source Beauty, said:
“Egypt has traditionally been a price-driven market. After devaluation and high inflation rates, people have become much more price sensitive. People are consuming less and are shifting away from imported products due to price, accessibility and inconsistency in supply. As a result, they’re looking for local alternatives.”
In line with its digital transformation and financial inclusion agenda, the Egyptian government has set in place directives to raise the limit for electronic payments for individuals via mobile phones to EGP30,000 (USD1,905) per day, and EGP100,000 (USD6,350) per month, since March 2020. Traditionally, 70% of online purchases were cash on delivery, which has proven to be a major challenge to e-commerce growth throughout the region. This preference has changed to credit card payments, increasing to 30% from 16% due to the spread of Covid-19, but it remains to be seen whether purchasing behaviors will be affected in the long term.
The CEO of Source Beauty further added that, the company had seen substantial growth thanks to the COVID-19 global pandemic, with existing and new customers wanting to limit in-person beauty services and adhering to social distancing and mask-wearing requirements. Beauty customers, she says were changing spending habits, moving towards products that allow them to recreate the salon experience in their homes and protect them from the potential impact of an increasingly digital lifestyle. Finally, she believes they have seen customers prioritising skincare and haircare purchases over makeup.
The question is, ‘Is anyone in Egypt going to buy beauty products online?’. Who thought people would buy books on the internet from a website called Amazon! Well, the answer seems to be YES. Consumer spending in Egypt on non-essential goods has reached EGP 3.90bn in 2020 and is set to reach 8.81bn in 2021, according to FitchSolution’s 2021 Report.
According to the Egyptian e-commerce beauty company, Source Beauty, it believes that the world is in an era where consumers are looking to associate with brands and not products, to make their beauty purchasing decisions and this is where homegrown brands like theirs will doubtlessly lead to economic growth in Egypt.
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