Olatayo Samuel is the founder of Sam24 Afro-Caribbean Food Store located in the Harpurhey neighborhood of Manchester, United Kingdom. In this interview with FinIntell, the brains behind the family-run business grocery that prides itself as the friendliest customer service provider within its community, shares what inspired him into starting a business in a foreign land, the choice of the business name, and the secrets that has kept the company running, successfully, for over seven years.
Please could you tell us about yourself and why you decide to set up your own business in a foreign land?
My name is Olatayo Samuel. I was born and bred in Nigeria; Maryland in Ikeja to be precise. And I am blessed with a beautiful family.
I came to the UK in 2005. And I must say that it has been a journey. I tried my best to adapt, integrate and tread on good paces. I am grateful that I met the character and what was required of me to get settlement status. And as you know, most times once you are settled, business will come to mind if you have the opportunity. Some would go into properties, others into the business of their choice. But for me, I like buying and selling, so I ventured into trade business. And it’s been 7 years running the business now. Sometimes business is a roller coaster. It’s hard work. But it’s been amazing too.
Were you previously into buying and selling while in Nigeria?
In fact, I never worked one day while in Nigeria. Majority of us …things were being done for us back home in terms of responsibilities.
It was in the UK that I first took on responsibility of paying bills. The way the system works here is like signing an agreement with a service provider; and the bond is binding. Depending on your agreements, usually every month you pay bills. We’ve only just been raised back home. But responsibility wise, a lot happens here.
So, having lived here for sometimes and observed the way the economy is structured, that probably could explain why I like business, particularly African market.
African market is one of the largest in the UK, and the items on demand are endless. Even our local ogi (pap) is of high demand abroad. We produce pap in our company here and export to the US on special demand.
Why the choice of the business name –SAM 24?
I think the concept of the name is divine. I want to believe that amongst God’s creation, I have a special place in God’s heart as a person. The business name came when my mum and I, along with some friends, found it difficult to arrive at a suitable name for the company. Around here, what is usually common is to tag a business with the name of its location. But I wanted a different concept.
I actually wanted a name from the Bible, particularly in the book of Psalm. Then I thought of the word ‘Psalm’ being spelt ‘SAM’ because my name is Samuel. I also wanted a name that will encourage people from other religions to be comfortable shopping in our store.
After the name SAM came to mind, we needed to add number to it. Then my mum started reading the book of Psalm, Chapter 23 from beginning to the end. The moment she moved to the next chapter, and read the first verse (Psalm 24:1) which states that, “the earth is the Lord’s, and the fullness thereof; the world, and they that dwell therein,” the full concept of the name ‘SAM 24’ just popped up in my heart.
Personally too, I needed a name that will make me beam with pride whenever you think of what God is doing through someone that was not born in this land but he’s making impact and contributing to the good of the land.
One would have though the number 24 has to do with opening 24 hours (Laughter)?
The name ‘Sam 24’ does not have anything to do with opening 24 hours for now. But we hope that as it grows, perhaps from generation to generation, its operations will be 24 hours.
How has the patronage been around this community?
The patronage daily is encouraging because it is keeping us in business, and we’re grateful for that. But we still need more encouragements, especially from Africans and my fellow Nigerians because we have the numeric advantage to support one another once we come to that realisation.
What business secrets or ethics would you like to share with someone who’s planning to set up one?
Somebody said that if you open business only because you want to cash in, you will end up closing it. This is because doing business is beyond just cashing in.
First of all, you must be patience in running a business so that you can watch it grow. Those who lack business ethics always jump into what is trending and end up jumping out.
Secondly, you must value all your customers. If a customer spends £1 in your store, you must value that person like £1 million has just been spent. You do this because the customer with £1 can advertise you to the one with £1 million purchasing power.
Honesty is another virtue. Honesty should be the only policy governing your business, especially when assuring your customers. For instance, if you don’t have a product on demand, just be honest about it while assuring the customer that you will do your best to make the product available as soon as you can.
Small and Medium-sized Enterprise (SMEs) are often described as the backbone of any economy. What is your advice to the Nigerian government in supporting SMEs?
Nigerian government needs to support SMEs with grants, especially businesses handling essential commodities such as food. For instance, during Covid pandemic the UK government gave out grants to such businesses to keep them afloat. What is common in the Nigeria business clime is loan; but grant is best in supporting SMEs to weather the storm of no basic amenities.
Nigeria should no longer be a country where basic amenities, such as running water, roads and electricity are lacking. God has already given us trees but we’re still asking Him for chairs.
Nigeria is the best country in the world because it matters to every part of the world. By 2050, Africa is projected to have the world’s largest young workforce, and Nigeria will have a bigger share of that workforce which is why smart nations are opening their boarders for them.
Nigerian government must start strategising for the future by encouraging youngsters with business ideas to grow those ideas into reality. If not, other nations will provide them the platforms because Nigerians have the spirit of entrepreneurship.
