What does your phone cover say about your personality? Does your laptop skin convey any message about you, your passion or aspirations? If not, these two young men can add some life and vibrancy, even meaning, to your everyday gadgets.
Andrew Thiong’o, 23, and John Tyson Mutiso, 21, are among thousands of young men you are likely to come across in the streets of Nairobi - laid back dress code, English and Kiswahili language punctuated by sheng here and there. There is something that sets them apart with majority of the city’s youth though - their life is not just about school and having fun, they are also entrepreneurs in the making. Their young business, DT Customs, (Find it on Facebook) specialises in customisation of mobile phone covers and laptop skins.
Andrew graduated from Daystar University in 2016 with a degree in purchasing and business logistics, and is currently studying at the Chartered Institute of Purchasing and Supply, CIPS. His business partner, Tyson, is in his third year at Daystar University, studying communication and advertising
Why mobile phone and computer covers?
Andrew: A customised phone is more attractive, and you have the freedom to choose what you want yours to look like. Besides aesthetics, one can market their product through customised covers and offer them as giveaways.
Tyson: With custom-made phone and computer covers, you can identify with your favourite music and sports celebrities. You may not wear your favourite team’s jersey to the office, but you can have the team’s inscription on your phone. It also gives some a sense of self-worth.
Where did you learn to do what you do?
Andrew: We learnt the skill from a friend who was doing the same job. He taught us the basics of customisation. The rest are business secrets.
How much capital did you have at the beginning?
Tyson: There was the two of us for labour, and Sh6,000 in cash. For advertising, we roped in our university friends, who spread the word.
What motivated you to start this business?
Andrew: We realised that covers in the market though affordable, most were of poor quality. We figured that if we offered quality and creativity, we would be successful.
Who are your regular clients?
Tyson: Our clientele is spread across the gender, religious and age divides. Young people want celebrities or their significant other’s images on their phone covers, parents want their family photos emblazoned on theirs, while religious people want their favourite verses engraved on their gadgets. It cuts across, but our peers make the largest proportion of our market.
How much do you generate in a month?
Andrew: About Sh20,000 in profit, not bad for students.
How much does a phone cover cost?
Tyson: Between Sh1,000 and Sh1,200. It is attractive and durable, good value for your money. We do not make false advertisements. We only post products that we have customised on our various online platforms, so what you see is what you get.
How do you market your products?
Andrew: We mostly rely on social media and word of mouth.
How would you describe your partnership?
Tyson: We both understand our different roles, also, we bring in different skills into the business. I am a marketer while Andrew is a business logistics expert – this works well for us. Also, Andrew’s course is flexible and does not demand much of his time, so he mostly attends to the business, however, since I spend more time in school, where most of our potential clientele I take advantage of this to get more clients.
Every business, big or small, comes with its own bag of challenges – what’s yours?
Andrew: To begin with, we are unable to serve potential overseas clients due to prohibitive shipping costs. There are also clients who ask for covers with obscene content, requests we are unable to honour since it goes against our policy. There is of course competition, but it comes with the territory, right?
Tyson: Some gadgets are manufactured in a way that makes customising a cover impossible. Also, some phone and laptop brands are incompatible with the covers in the market. Whenever a client requests us to modify a cover for such a gadget, we have no option but to politely decline since it would affect the quality of the design. We have also been swindled, for instance, some celebrities refuse to pay for service, claiming that they are helping to promote our business.
What are some of the lessons that you have learnt along the way?
Tyson: To succeed in any endeavour, you must have the right people around you. Family members are a crucial pillar, because they will always tell you the truth if you are doing it wrong. Also, money is not the be-all-and-end-all of a business, social capital is more important. Also, it pays to be patient with your investment.
Andrew: Partnership is key in business and in any other pursuit. The right partner complements your strong points while sealing your weaknesses. Additionally, exploitation is a reality in business; some friends expect you to offer them free services. Hand such people with caution lest your business tumbles.
What do you envision for the business?
Andrew: With time, we plan to diversify our operations to cover other products, our goal being having a national presence. We’re working on putting up a website to boost our marketing.
What other skills do you have besides what you formally trained for?
Andrew: I’m a self-taught graphics designer, so I earn from the side jobs I get.
Tyson: I’m enthusiastic about photography, which I do for recreation and to earn money on the side.
What message do you have for new graduates and those still in school?
Andrew: Take advantage of the resources around you to earn a living. Information about people and their product preferences, whether in formal employment or in entrepreneurship, is what will determine a businesses’ success.
Tyson: Every moment of interaction is important, start creating networks while still in college because these friends may become your clients after school. Also, when you embark on a project, you must be willing to see it through.
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