Oluyinka Padonu is a media practitioner/consultant and team lead at

Smartbrands Innovative Media Services, one of the fastest rising media firms in the country. In this interview with Ikechi Nzeako, he speaks about his entrepreneurial journey into the Nigerian media industry, the challenges, prospects and other issues. Excerpts:

 How did you get into the business space and what motivated you to start Smartbrands Innovative Media Services?

I have always desired to be an entrepreneur while I was in secondary school. 

But, I did not know how to go about it. I realised that I got fascinated by the stories of successful entrepreneurs in Nigeria and outside the country. 

I would pick up any book (there was no internet then) that had the biography of successful people. I read books like “Think and Grow Rich” by Napoleon Hill and others. 

In my heart I would desire and dream of becoming a successful entrepreneur too. 

After leaving school, I worked in the media space as an employee for about 12 years. 

In the course of my journey as an employee, I was privileged to work for four years with the defunct Success Digest Newspaper owned by the Late Dr. Sunny Obazu Ojeagbase, who was a successful media entrepreneur. 

I read his autobiography and how he started. This was where I caught the inspiration to become a media entrepreneur.

How did you come about your company’s name?

I just love the word “smart and “brand” and I played around with them until we got the name registered. 

For how long have you been an entrepreneur?

I have done so many side hustles but officially I have been an entrepreneur for about seven years, we have been running the agency for seven years now. 

How many hours do you usually work every day?

For an entrepreneur, especially one who is still building his business, you work round the clock. But you should determine when to take your rest. 

For me, Saturdays and Sundays are days when I take my rest. But if I need to attend to my clients on these two days, I do. 

How did the idea for your business come about?

I discovered that quite a number of Small and Medium Enterprises (SMEs) in the country do not have an idea of what it takes to put themselves out there in terms of media visibility. Some do not even know that they need media visibility or public relations. 

So, I discovered this gap and I just naturally fit in to solve this problem having built years of experience in the media industry. 

Can you describe or outline your typical day as a young entrepreneur? Does being an entrepreneur affect your family life compared to when you were single?

Being an entrepreneur has afforded me the opportunity to have and enjoy family time. 

It has afforded us the opportunity to bond more. 

My family understands the nature of my job. And when I am busy, they give me that space and when I am not we are together. 

How do you manage losses?

As an entrepreneur, you must know that you are on a journey; you win some, you lose some; you must be armed with this knowledge. But, you must make sure your wins override days of losses. 

What is your assessment of the media space in the country?

The media industry is not being celebrated as it should. 

I mean as the fourth estate of the realm, we contribute a lot to the development and growth of the country. 

We disseminate information and educate the people. We sacrifice a lot to bring what happens in the country to the people. 

The profession in Nigeria is not made to be desirable or made enviable for the young ones to come into it. A lot of media practitioners are struggling financially. 

What can be done to make it better? 

The profession must be made enviable by players in the industry; practitioners need to be honoured and celebrated more than what we see today. 

Many have risked their lives to inform the people. We create content in print, electronic, online 24/7 as such special award/recognition ceremonies by the government and stakeholders should be created. 

If given the opportunity, what will you do differently as an entrepreneur?

As an entrepreneur, I’d create a system that enables entrepreneurship be taught right from primary and secondary school. It must be in the learning curriculum. 

I believe in giving back. For example, I have been privileged to speak as a guest/mentor at the Mass Communication Department of Covenant University, Ota and Caleb University, Ikorodu, where I shared my start-up experience. 

What stands you out as an entrepreneur?

My guiding principles are consistency, determination and integrity at all levels. Financial, moral, ethical, professional and they have opened doors and still do. 

What challenges did you face?

Anyone who wants to start a business, you must arm yourself with the knowledge that there will be challenges; when you start and even on the journey of building.

One of my challenges was how to build a client base. It was tough trying to make people believe you can handle their briefs. We literally were begging people to give us a chance.

In fact, we were charging below our worth just to at least to build credibility and build our portfolio of clients. But overtime, we crossed the hurdle.

Another challenge was trying to identify our target audience. We burnt out fingers trying to serve everyone that came our way but having learnt from business mentors and coaches; we were able to define our exact customers.

The place of mentors and coaches cannot be overestimated.

What motivates you to stay in the business and overcome the challenges?

My motivation comes from providing exceptional service to clients. Another motivation is the feedback from clients. That fulfilment and that exhilarating experience that through your work they are able to enhance their brand visibility and increase their search engine optimization.

What is your assessment of the Nigerian business environment?

The Nigerian business environment is very volatile and you just have to be determined and trust God all the time to remain in the business space in Nigeria. 

What advice do you have for young people in the country?

Anyone can make it if you are determined and focused. You should build a business around your strength or around an opportunity. 

You should also leverage the relationships that you have and hone your skills. You should train your eyes to see and open your eyes to see opportunities and go for them. You should also cultivate the culture of reading. You need to read as many books as possible. 

You should stay in a place where you keep getting constantly motivated and wait for your time. 

Don’t forget God because He makes a world of difference. I speak from a place of experience. You develop integrity in your dealings with clients and other people. You should also respect people.