WOMEN IN SERVICE
and the development of a common vision among the partners of Illume helped propel me towards taking that risk. I believed in the team and the vision. TM: I have always been drawn towards self-employment and achieving my dream of becoming a creative entrepreneur. Due to my responsibilities, however, there was never a convenient time as it was never a good time to leave my job. I eventually decided to quit my job last August, becoming a fully fledged entrepreneur in November 2011.
Do not start a business simply for the money. You should have a passion for your ambition because it will involve hard work which will be worthwhile only if you have a passion for your work.
goals gave us a good foundation. AM: We have different strengths and weaknesses, and realised that it was better to combine our skills so as to build a business that is strong, collaborative, and sustainable. JM: We had a common vision for the change we desired, and we knew that we could not achieve our goals on our own. We needed a partnership to ensure that whatever we embarked on succeeded. TSM: What was it like, to start the company? JM: It was and continues to be a learning experience. We learned how to determine a clear vision for the company and how to position ourselves on the market. You have to focus and determine your targets and vision at an early stage. It’s easy to say “I want a company that does XYY...” but one must also weigh up one’s capacity, identify the competition, and establish one’s short and long term goals. Furthermore, managing internal and external expectations is important. It’s important to have realistic expectations and undergo continuous training. One should easily adapt to changes. The most important thing is to fully comprehend your vision. It’s a process, but it is the most important thing to understand.
What are your day-to-day responsibilities? JM: As Executive Director of Illume Creative Studio, I source for contracts, liaise with clients, and supervise administration. AM: I am the Creative Director of Illume and my responsibilities consist of determining and developing the creative direction of our projects and essentially, developing new product ideas. TM: I am the Marketing Director, in charge of developing marketing strategies and implementing promotional campaigns.
TSM: What do you think are the present challenges facing your company? TM: Securing long-term clients is a challenge because people do not fully understand the concept of what we do, or our industry. They generally misconstrue the creative industries, in particular communication, marketing and advertising. It is our ultimate responsibility to sensitize potential clients on the workings of this industry including technical terms; and why high-quality content and communication tools are crucial for the growth of their businesses.
TSM: Why did you decide to form a partnership? TM: We’ve known each other for a very long time. Our mutual trust and common
TSM: What are the key opportunities for securing Illume’s growth? Firstly, Rwanda is a very open space in terms of investment and
entrepreneurship. This enables businesses to start, fail, and start again. Secondly, the competition within our field is growing not just in-country, but across the region. This keeps us on our toes and compels us to strive to be more innovative in our approach as well as our performance. Thirdly, we are on the verge of a renaissance of Rwandan arts and culture and our local and international audience continues to grow. This means that Illume has the potential to reach more people every day. It is extremely important to exploit this expanding market and ‘think beyond our borders’. Who are your role models? Our mothers, the last word in multitasking; Oprah Winfrey and Khanyi Dhlomo, a South African media mogul; and anyone who believes that success is possible through hard work, focus, and integrity; and never forgets to thank their sources of inspiration and support; as well as those who give back to the community that rendered their success possible. TSM: What is your advice to youth venturing into entrepreneurship? 1. Have a clear-cut vision: know what you want and set goals for achieving it. 2. Undertake to know as much as possible of the sector you intend to penetrate; and observe the trends in the industry. 3. Keep awareness of any event that may directly or indirectly affect your future business; be updated of current events and developments in law and policy. 4. Remain humble: always remember that business has its ups and downs. Enjoy the benefits, but keep working as hard as you do during times of difficulty. 5. Do not start a business simply for the money. You should have a passion for your ambition because it will involve hard work which will be worthwhile only if you have a passion for your work. TSM
The SERVICEMAG March - May 2012 | 47