“A female entrepreneur should have big dreams“: Leading Ladies Africa speaks to Tolagbe Martins

by Fransesca Uriri

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There are no clear-cut rules on how to be a successful entrepreneur. Tolagbe Martins speaks about starting up, creating a niche, and why family is important in business.

You run a boutique events management company, how did that start?

The Social Place is about Fun, Food & Flowers.

We frequently entertained as a family and grew up hosting and planning many parties, birthdays and other occasions. I started properly with my son’s first birthday and have been doing it ever since. My sister Temi is a trained chef and that was how we veered into events catering and then we were fortunate enough to get a space for an intimate events space in Victoria Island. We had always creatively packaged gifts and presents and that was how the floral aspect of the business came about.  The journey has been one with its challenges but we feel that we’re able to offer a unique service for intimate and personalised  celebrations and events. We love bridal and baby showers, we do a lot of smaller events and we have great fun with themed and customised events!

 Tolagbe Soleye MartinsWhy did you choose entrepreneurship over a regular 9 – 5 job?

I’m the child of two entrepreneurs; it’s never really been a matter for much thought. I have worked at a 9-5 but even that was a very intense gig because it was a start up company.

 In an industry some say is overly saturated, did you feel some fear when starting out?

I still do feel that fear, I think it’s ultimately about self belief and knowing how to differentiate oneself.

 What sort of person are you? The ‘close-your-eyes-and-jump’ or the ‘meticulously-plan-everything-out’ type?

Definitely the former, I’m learning to be the latter because it ultimately saves one A LOT of money, time and resources.

 How did you source funding to start your business?

Savings and family! I am very fortunate and never take it for granted.

 Are there days when you have felt like pulling the plug, and how did you overcome that?

Expectation management is KEY! Accepting that a business is like an every hungry baby and that every penny has to be carefully managed is tough. So holidays, cars and the finer things have to be shelved in this critical incubation phase!

 You seem to come from a close-knit family; does this affect you positively in any way?

Family is EVERYTHING; my faith in my Creator stems from the examples I have had, having your cheerleaders. My husband, son, parents and siblings are my rocks.

 What do you think is the greatest strength a female entrepreneur should possess?

She needs to have big dreams; think your business through to the largest possible iteration. How can it be scaled? If it can’t, then it’s time to pivot until it can.

 What do you have to say to people who think that events management is only about small chops and fancy décor?

I have a couple of things to say to that:

a)  The first is ‘what’s wrong with that?’- both aspects have been incredibly signifcant in tackling youth unemployment

b)  Events Management has been carved out of public relations, advertising, hospitality, banqueting to name just a few fields and when you think that the Olympics is after all an ‘event’, it strikes me as a very shallow way of looking at events as merely’ about food and décor.  

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What are some of the lowest moments you’ve had in running your business? And how did you get past them?

Almost every time I’ve compromised unduly on budget, I have found it very difficult to offer optimal services. Any client that can’t be reasonable on the cost of services usually has unreasonable expectations too!

 I also had a major setback with a new client when a staff member misbehaved on site- I had to forgo the payment and also let the staff member go

Does being a wife and mother add additional pressure to being an entrepreneur?

Everything goes back to managing expectations- my son once exclaimed ‘I HATE CUSTOMERS’ because almost everything yummy or interesting looking is usually a ‘don’t touch’ zone because it’s ‘for a customer’! My husband isn’t fan of the late nights and early starts but I think those are just part of any working life. They both don’t mind the impromptu lunch dates that are possible because I can manage my time though

How do you maintain/create a balance between your roles as a mum/wife/entrepreneur?

I’ve written about this before!! For your site J Balance is overrated, savour the fun times, and just put the work in. Don’t feel guilty- explain to children what work is for!  Morning ride to school is for story reading, cuddles and recently Spanish lessons with my son. Evening post bedtime is for chats with the Mr. My week heats up from about Wednesay so I try to be home for supper on Mondays and Tuesdays.  You juggle!!!

Tell us about the Ladies Lunch Series and why you started it?

The ladies lunch series is my attempt to ‘lean in’; it’s a monthly networking event for women where we discuss the issues of work and life; learn from each other in a fun and relaxed environment.  I want women to love work, love life and BE HAPPY.

Who are your mentors?

Bisola Edun of Tae is someone I love dearly and look up to in business- we talk each other off the ledge about once a quarter and I really appreciate that! Tope Olagbegi of Sixth Sense is another woman doing big things in a purposeful way- she’s become a vital spiritual mentor. Osayi Alile is another woman who embodies effective networking in an ethical and disciplined way.

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What are some of the qualities required to be a successful events manager?

You have to like people! It’s not enough to manage the process- you really have to be invested in the reasons for the events.

You have to like lists!

You have to pay attention to details

You have to build a team; you really can’t do it alone.

 What do you do to relax?

I tweet, I cook, I arrange flowers, read and SLEEP!

 Name 3 women you admire and why?

The three mentors are obviously women I admire very much. Another three I admire are Ehime Eigbe of Sweet Kiwi, Bola Balogun of Glam Networks and Folake Coker of Tiffany Amber.

If you weren’t running The Social Place, what would you be doing?

I’d be working in a corporate communications role, I still have a provate (and confidential) roster of clients for whom I generate copy, write speeches, edit brochures and generally polish the written word for.

Name 3 books that you’d recommend for others to read?

I’m very bad at this! I don’t read self help books!! I should probably hand in my Naija credentials for this but as a graduate of Psychology, I find there are only so many platitudes dressed up as insight that I can take! I read a lot of fiction as an escape and biographies too so it’s not the reading that’s the issue. I’m also not going to say ‘The Bible’ because I think it’s a cop out.  So here goes:

 

‘Bossypants’ by Tina Fey – one of American TV’s most powerful women and

‘Dear Fatty’ by Dawn French – one of British TV’s institutions and a comedic superstar.

What are some of your biggest fears as a woman?

I’m not sure fears have a particular gender bias! I have learned that fear must be managed with fight, flight and prayer! I pray for the safety and security of my loved ones and Nigerians most especially. I pray for the stability of the nation.

I’ve taken steps to secure my health with checkups, improving my diet and starting to exercise! I check in with my loved ones and let them know how I feel, and I’m taking steps to expand my circles, try new things and meet new people.

I don’t want to die unloved, prematurely or with regret and that’s what I’m guarding against!

 What would your advice be to other women coming up in the events industry?

You have to find your niche- owambe, corporate, children’s, exhibitions, outdoor.

Collaborate and cooperate- there really IS enough room for everyone to shine!

Embrace the tools of social media- they really do give you a phenomenal reach.

 What is your personal and professional vision for the next 10 years?

Watch this space!  I’m working on several strategic partnerships that I hope will change the landscape of entertainment, lifestyle and techniology in Nigeria.

I hope to be creating content in television, online and in print (which I believe will still exist!)I hope to be navigating high school and college choices with my son and taking fun breaks with my husband!

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The Leading Ladies Africa Series is a weekly interview series that focuses on women of African descent, showcases their experiences across all socio-economic sectors, highlights their personal and professional achievements and offers useful advice on how to make life more satisfying for women.

It is an off-shoot of Leading Ladies Africa; an initiative that seeks to effectively mentor and inspire women, with particular emphasis on the African continent.

Do you know any woman of African descent doing phenomenal things? Send an email to [email protected] and we just might feature her.

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