BiznextAfrica Entrepreneur

Interview with Victor Ariyibi - MD. Poise Media

Mr. Victor Ariyibi, The founder of Poise Media, a 360 degrees marketing communications outfit, ventured into entrepreneurship due to lack of a befitting job after he graduated from the University of Ife, even though he always knew he wanted to start an agency.

The question then, was how to run an agency. He had the networking skills and the artistic know how, but was ignorant about the structure, hierarchy etc. of a creative agency. He therefore decided to take whatever job was available, in order to understudy the processes of a medium sized agency where he could experience every aspect of the business.

“This is what many business owners today don't know and why they never grow”.

He was there for a few months and decided it was time to leave and venture out by him-self. Getting clients was another strategy altogether. He took to social media, online blogs and forums and started giving free advice on advert campaigns and comments about how to better the industry. Before long, calls and clients began pouring in.

Most of his clients came from online sources Sharp, Etihad, news 24, HP etc. Many of them, he has never even met till today. “I am someone that is a product of God's grace and has a passion for making money”.

According to Victor, he enjoys making money as that is the world's currency. A serial business owner, he prefers to be behind the scenes because of his distaste for attention. He believes in the consequences of people’s actions and being the architect of our own futures.

“We are today the seeds we sowed yesterday; though there is always a grace factor, you must hold yourself accountable and look for a solution”. He started entrepreneurship about 16 years ago while still a student at OAU, Ife. He discovered that he wasn’t as talented as other artists in school and immediately decided to shift his focus from painting to graphics; making flyers and handbills that kept money rolling in.

Having that track record, immediately after school, he knew exactly what he wanted to do with his life and has even been mentoring people before graduating with a degree in Fine Art.

Believing a lot in differentiation as the key factor in the rendering services, he wanted to start with the market in the diaspora, because of a prevailing monopoly in the local advertising industry.

He went on the internet and asked global brands about their desire to penetrate the Nigerian market, offering free advice that brought him an open door, even though he had to create the door himself. Even when the client never gave them a paying job or account, they still consulted for free. Victor has a very low opinion of himself when talking about success, stating that he feels his big break is yet to come and that he still awaits the proverbial “bullion van” deal. He does believe he has achieved an admirable degree of establishment. He believes the first key to success depends on the sovereignty of God and quotes Ecc. 9:11 “It is God who giveth increase” as his mantra; calling it the work of grace.

Another principle that guides his business dealings, is “the law of attraction”. He believes it is as effective as the law of gravity.

“The secret is law the of attraction. You attract what you think you are. Carry yourself like you are already there. Fly business class even when people ahead of you don't”.

Another is that of diligence; “A man diligent in his business will stand before kings and not mere men. Before Babatunde Fashola became governor, he and a Professor would sit and map out how to solve traffic in Lagos state. When he became governor, he appointed that same Professor as a chief strategist. When no one is looking just be diligent and keep practicing”.

Victor advices business owners to think global. He runs international businesses and has many races as members of staff.

“If you want to succeed as a business owner, put your employees first then your clients next. Improve your products to please your clients. I can't read people or gauge their hearts, but I have loyal staff and I genuinely care about them and pay them well. We share the money”. He defines entrepreneurs as people who can take risk, lead, and have the ability to build something from nothing; not really having a lot of money to go into business, but being able to analyze risk and face the consequences.

“I have thought about 1,001 ideas that didn't work, when an idea fails, it’s another lesson on how not to do a business. We just keep trying until one works”. The way he replicates trust in marriage is the same way he replicates trust in business; transparent finances.

“Everyone including the help feel like part of the business and this makes us all dedicated and committed to meeting targets”. He believes there are 3 types of entrepreneurs;

• Start-ups,

• new establishments

• and the established.

They all face several challenges at their various phases, but the most common is funding. There is very little encouragement from the government when it comes to assisting SMEs and most Venture Capitalists ask for an arm and a leg. However, he still believes this isn't a limitation.

The second is labor. “I believe there are many vacant jobs in Nigeria, but many incapable hands. Then the economy; quite harsh, everything goes. There are no rules”.

“Competing with multinationals that don't play by the rules and the government comes after you for tax whether you are profitable or not”. He advises business owners not to look for a breakthrough, but for consistent income over a period of time. It’s one step at a time.

His first job ever came from sharp; a billboard that cost N600,000 and he made a profit of N150,000. Then the Advertising Practitioners Council of Nigeria came with a new ruling and increased the costs of billboards to N2M. Sharp came and wanted to extend their contract. He could have been dishonest and collected the money, but his wife advised him otherwise. He turned down the offer after telling them about the new rule and how all the former billboards had been pulled down.

They were only testing him. Later, they called with a very large job offer. Honesty is the best policy. In 10 years, he sees himself as retired and as a venture capitalist, mentoring and encouraging startups. Presently, he oversees a business called Metropolitan School of Business Management.

As a morning person, a typical day starts at 5.30am; responding to emails, setting tasks for staff, then to the office, closing before 5PM in order to spend time with his kids, watch TV to relax.

“I watch a lot of series. I enjoy life as much as I work hard. Clubbing, going to church and taking my wife out. Sometimes I close late, and I work from home sometimes. I sleep a lot. I believe in delegating and trust. I work with my wife who is a hard worker. And so I have time to relax”. “Look for a role model and someone that inspires you. Always have a bigger picture to encourage you. The Martin Luther's are humans like you and I who made history”.