Olumide Samuel Abe is one of the few entrepreneurs in the country who can happily tell you that he is a “street” success. Right from when he was roaming the street as a teen he has always been optimistic that the street was going to pay his bill. Now, as a co-founder of an advertising firm, Smide Communication, he mixes his economics degree sense with his street sense to leave his footprint on the sand of time.
How was growing up?
It was rough. I don’t think it was so for every average family in Nigeria in those days. Things were rough. We faced some challenges. It is not that Nigeria as a whole is now better, but now things are fair. Nigeria cannot be compared to the European countries. They have a stable economy and all has been set for a growing and ambitious child. It was rough but it is strengthening us. If I find myself in any economy now, I must adapt, and might triumph. It has given me an edge. It will make you think outside the box. For example, during recession was when most people started thinking. Like what Fashola did, the taxes he brought up have been there but it was raised when the state started looking for alternatives, when they noticed that the oil well is going down and the prices have taken a dive. Difficult situation makes me think the other way round. It will make you think from point of impossibility to possibility.
Was it the hardship or determination that formed you?
The hardship thing is still in the present. But when I started this, I had flair for it. I don’t work for money. I work because of what can accrue to me. What I can gain from it. I started in 2002 as an IT guy. I worked for Eleganza Industries; when I look at the plant and the equipment, I would ask, if I or my parents could afford one machine? The answer was ‘no’ because if I put more effort I would want to become the boss and own a company like Eleganza. For that, I decided to leave. Afterwards, my mother asked me to be working with her. My family business was scavenging for aluminum; we buy scraps from companies, sort them out and sell to steel companies. I also did the job for some years then quit. I am still doing it as I am speaking to you. The main thing here is that I left Eleganza because I didn’t see any future there. From there I went to Elizade Motors, my salary was N3000 after working for three months. Imagine how I had to survive, I had to squat with my aunt, when I started to have flair for it, I asked myself that question again, my answer was the same, ‘No’. The fourth month, they wanted to increase my salary, I left. Then I joined another company that was into advertising. I had already told my boss that if I was given a good offer, I would leave before letting him know. Even as I enjoyed the place due to the people I was working with, I still desired to leave to start my own business. Those bosses made me feel at home, even with my many flaws, I was covered. Then I asked the question again, this time, the reply was different. There was hope in it. Then I put in my best and I began to have flair for it. If I see any advert in any newspaper and it happens to be from the company I would have this joy in me. That was when the flair started to build. It was those bosses I worked with then that made me have interest in advertising. There would be an iota of what you are today in what you would be tomorrow.
Why then leave?
I left because I can’t be an employee for life. And it is always good to leave when the ovation is loudest and that was what I did. I left either 2009 or the next year as the longest serving intern. I left at the point when I thought was necessary. They moved me and the pay was not encouraging. When I looked at the future for me and saw that it was very bright. I decided never to allow myself be pushed around. I made up my mind that I wanted to face the challenges the owners of business face. I knew then that if I shy away from it, it will still comeback to hunt me, so I decided to make hay while the sun was shining.
How did you then do it?
When we started, I was still working at the company. I ran it with my partner Kola Awosayosi who was also employed at that time. We didn’t start as an advert company; we started with organising shows. That time, we were five. The first event we organised, what we gained after expenditure was N1000 but I wasn’t discouraged. We started with only one room office. From there, we delved into beauty pageant. We were roving because we didn’t specify aim of the company but we just wanted to have a business of our own. Then we defined our goal to do advertising. The first job then was B and D, it was a radio campaign and road show, it was rough but I had made up my mind that I would end up my career as an advertiser. We faced many challenges. We even borrowed to keep the fire burning. I was running it with the salary from my former office.
Those flaws you had as an employee, do you still have them?
Being human, you can’t erase flaws but you can manage them. Then, I forgot to raise one campaign that we had prepaid in one station, the campaign was in the range of six million naira. When my boss found out, he covered my flaws but as I am now, I can’t make such flaw because nobody gives you a business of six figures and you forget it.
Does it mean you found a way to mange it?
I have, because I know that all is now on me. I am the last gatekeeper.
Your job now has to do with night life, how do you balance night life with family?
First, you need to define the two; the family and work. The family can take 40 percent while work and others have 60 percent. If you don’t socialise you don’t eat and the family will go hungry. And that does not mean you should socialise at the detriment of the family. You get information and connection while socialising. If you don’t connect with people you will just be told the story but if you have the information first hand, then you can have better advantage to make plans with it. In that circle, you can get the gist of events that are yet to unfold. There are boys who are good at permutation and those boys are always busy during the day. In other words, if you isolate yourself from them, you will be a loser.
Assuming you didn’t succeed, how would you feel?
Don’t let us go there; there was no way I was not going to succeed. The drive not to be an employee drove me to success. It is not as if I am good any way, just His grace.
How do you survive difficult seasons?
I work more. I double my efforts, and then look for an alternative that does not involve working for somebody. I am a street boy; I use street sense to survive. Sometimes, I go scavenging to get money to boost my business. I told you that selling scraps is my family business. There was time when I was looking for my part of the capital that I had to turn back to family business and I got it. Now when I pass in my car I perceive the odour of the heap I used to penetrate for resources.