by Francesca Uriri
Chizoba Okpala-Atsu, CEO of Elles Icebox, is part of the new breed of young, smart, creative and African, female entrepreneurs. She shares the story of how she started her thriving cocktail and drinks business, why it’s important to always put your best foot forward, and the power of networking. She’s the Leading Lady Africa for the week. Be inspired!
What was it that made you start Elle’s Icebox?
Chizoba Okpala-Atsu: Elles icebox started as a result of a lucky break and God’s intervention, I attended and event and saw an opportunity to improve and recreate an image in the cocktail service sector for events and I went out and did just that.
When you started out, did you feel unsure or scared about starting a business that was based solely on what people would drink?
CO: Well, maybe a little but it wasn’t because of the nature of the business. It was more of a natural thing just like venturing into anything new, one is bound to be a little jittery at the start. However, the feeling was short lived because not only was I well equipped, I also had the conviction to go ahead. It was something I had developed a strong passion for so starting was the next step in the well thought out plan.
Did you do any sort of training before you started your business?
CO: Yes. A lot of training I would say. Apart from my personal training via reading and research, I did a lot of training online, I also travelled and did trainings abroad to help me broaden my horizon. The whole idea of starting was to create a niche, so the role of equipping myself with a lot of skills and expertise can’t be overemphasized.
You’ve been in business for almost 8 years, what are the most important lessons you’ve learned as an entrepreneur?
CO: The most important thing I have learned is the ability to make tangible and result oriented decisions. As an entrepreneur, you are the sole risk bearer, any mistake could cost you your entire effort, and so I have learned to have zero tolerance for mistakes. Entrepreneurship also requires the ability to be teachable. Nobody is an island so I have learned to be open to new and fresh ideas. Networking is also very important for any business to thrive.
You’re a woman in what was once a male-dominated industry; how has it been, networking, getting new business and mixing with your contemporaries?
CO: Gone are the days when an industry can be said to be male dominated. The 21st century woman competes with the men and is doing very well in all her fields of endeavour. Women are breaking barriers on a daily basis. I am quite aware of this fact and so venturing into this business has helped me put that into practice. Having to work with men has never, and will never be an issue for me.
You worked for a bit with a logistics company; what made you decide to take the big leap into entrepreneurship?
CO: Right from when I was in school, I had always known that someday I was going to start my own business. However, I was conscious of the fact that I needed to get enough experience before starting out. I got myself employed for a couple of years to get knowledge in management and other entrepreneurial skills before taking the giant step into entrepreneurship.
You just added the smoothie segment to your line of business. Why did you decide to do that?
CO: Growth is important and so is diversification. The smoothies business has been in the process of being launched for a long time. I was just waiting for the right time to do it. It’s part of our expansion plan with a lot more in the pipeline. Having been in the industry for some time, I felt the need to cover that gap and help our clients especially the working class achieve their targets at having healthy alternatives. So we decided to launch the smoothies business by providing door to door delivery of the product.
What would you say, is the most important trait an entrepreneur has to possess?
CO: The biggest trait an entrepreneur must have is the ability to take the lead. By that, one is expected to take decisions independently and intelligently. A bad decision can ruin the entire business in the twinkle of an eye and so leaders must have zero tolerance for mistakes. It is also important for leaders to be firm and open to new ideas.
Who are your mentors in business, and do you think mentorship is important?
CO: The place of mentorship cannot be over stressed and that is why I surround myself with a lot of them. We all need guidance. Whatever thing you do today, someone has been there before you and it’s simply wisdom to ask what the journey was like. With that background knowledge, you are able to fine tune how to make yours easier.
My biggest mentor is God, I ask him for the way forward before anyone else. Around me, I have my mom, she is a great source of strength, she has taught me to be who I am and helped me shape my value system, she is also a great business woman and so her opinions always come in handy. My other mentors are Tara Fela- Durotoye and Mrs Ifeyinwa Ighodalo. They are all great business women who I look up to.
Last year, you launched a cocktail book, to critical acclaim; tell us a bit about that?
CO: The Elles Icebox cocktail guide is a recipe book for cocktails, it contains steps on how to make cocktails and some of the tools required for doing that. The whole idea of writing the book was borne out of the passion to reach out to the people interested in starting their own businesses as well as provide an avenue for young people to learn skills that can enable them find employment in an untapped market. I realized that the younger generation needed something to enable them get equipped in order to be able to start their own businesses or find work. Also, the book is also for domestic use and that is why it is written in simple and easy to use terms for anyone to put the recipes to practice.
What are the challenges you face, running a business in Nigeria?
CO: The major issue is funding. The fact that there are no avenues or access to funds outside those provided by the business can sometimes hinder growth when the company is ready to work on expansion projects. Another major challenge is traffic, which is peculiar to Lagos. Because we do mostly outdoor services, we are often faced with how to combat traffic and the only way out is to set out very early and sometimes we have to be on site the day before just so we don’t run behind schedule.
Away from building her business empire lol, who is Chizoba Okpala?
CO: Chizoba is a wife, a mum-in-waiting a TV fanatic, a devoted catholic, and a great friend. Lol!
Where do you see yourself personally and professionally in the next 10 years?
CO: In 10 years I hope to be an even better wife and mum, because that’s the number one job! And professionally, I hope to have taken the brand to an international playing field and provided a product that’s integral in every home.
What do you know now, that you wish you knew before you started business?
CO: I have always taken one step at a time, I am not saying I haven’t made mistakes, but God has always made everything beautiful in His time. Every knowledge I need for each phase has always been available just in time.
Words of advice for upcoming female entrepreneurs?
CO: My advice for upcoming female entrepreneurs is first to know that being a woman is not in any way a disadvantage. A lot of women are career women; which is wonderful. Know that you can do it all – just not at once! The sky is our limit. If some women have succeeded, so can they.
Follow Chizoba on Instagram and Twitter.
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 lead@leadingladiesafrica.org and we just might feature her.
