Atinuke Smith, a business and relationship coach and an award-winning fashion designer. She is also a pastor and the Chief Executive Officer of Datina Design. She was recently crowned the Oyo Woman of the Year 2022. In this interview by KANGMWA GOFWEN, the woman of many caps talks about some steps for small businesses to thrive, her over two decades journey as an entrepreneur among other issues. Excepts:
You were crowned Oyo Woman of the year 2022 some months ago. How does that make you feel and what do you think made you stand out among other women?
It was indeed a great delight for me to be crowned the 2022 Oyo State Woman of the Year. I do not think I was better than all the women who were nominated. They are all exceptional women in their own rights doing great things in different sectors in Oyo State and I celebrate them all. All I can say is, it’s just my time and season for recognition. I strongly believe everyone’s time and season would come. The most important part of life is to focus on being a blessing to others, use your unique gifts to impact, influence and change your sphere of influence, without expecting something in return. What we pour into the universe always has a way of coming back to us in good time.
As a business coach, what mistakes do you think small business owners make that ruin their businesses?
Most small business owners start their businesses without understanding the full scope of the market or industry they want to enter into and what their own stake would be in the industry. They assume once they have a skill in a particular field it’s enough to prepare them for the entrepreneurship journey ahead of them. As much as a business owner have a skill to start a business, it is also important to learn the business management side of the skill. So, the major mistake is not getting enough insight as to how to manage and structure a business venture, not having clarity about the vision and mission of the business, not understanding the market or the industry they intend to play in and not understanding their differentiator as a business owner and their unique selling point. These are some of the major reasons they get lost in the crowd.
Do you think women are living to their full potential?
In recent times, we have seen a lot of focus on women empowerment initiatives by both the public and private sectors. A lot of women are catching on with the fact that they need to focus on their self-development goals so they can rise to their full potential. As much as this looks very positive, we also have another category of women who are still not living up to their full potential due to inability to juggle their different roles, societal pressures and gender inequality and limitations to the opportunities available to them. I strongly believe despite all these odds some women are rising to their full potential and this should be the resolve of every woman. We must be determined for our voices to be heard.
What are some steps small businesses can take to thrive?
Thriving businesses have solid internal and external structures, clear plan and strategies for growth and business management, winning team, unique products and services, financial capacity, and clear plan for economic, environmental and social impact.
Your brand, Datina Designs is a big brand in Ibadan. What are some of the things you did to get you to this stage in business?
Datina Designs has been around for over two decades and some of the principles I focus on for growing my business is my ability to continuously learn how to manage my business. I am always strategising for the growth of my business, developing the ability to keep evolving and reinventing my business model. I work with a smart and skilled team, network with other business owners and collaborate with other businesses.
You are a woman with many caps. How do you juggle vocations and your family?
I raise support system for myself both professionally and personally. I learnt how to delegate duties and roles others can do on my behalf. I leverage on other people’s skills and availability. I surround myself with some amazing, team, staff, family and friends who are interested in my progress and are willing to take some burdens off me, this frees up space for me to do other things.
What are some business coaching certificates or training you have completed?
I am very passionate about self-development and this has made me set monthly, quarterly and yearly goals for myself on how many training programs I must take in a year. Over the years I have been able to take various business and financial management trainings programs at the Educational Development Centre, Pan Atlantic University, Lagos Business School, Business Management training with African Women Entrepreneurship Cooperative, sponsored by Centre for Global Enterprise, Business management Training with Development Bank of Nigeria, Financial Management Training with Exxon Mobil/ Cherie Blair Foundation, Business Management programs with Smedan, She Trades, Brave Women, Growth 4 Her, Women in Africa, Flourish Africa, Procter & Gamble/We Connect International Women Entrepreneurs Development Program, Women Entrepreneurship Training with Cornell University U.S,A , Sponsored by Bank of America, just to name a few, while the quest continues.
What motivates you to do all the things you do?
My major source of motivation is God. I believe we are all created for a purpose and we need to live out that purpose for our lives to make a meaning. So, my major source of motivation is, understanding Gods purpose for my life, which is to be a bearer of light to bring illumination, solution and a catalyst for change everywhere I find myself. I get very motivated when I am able to impact others or my immediate sphere of influence positively. I am passionately God driven.
You have a business master class currently ongoing. What are some of the curriculums and what do you want your students to learn by the end of it?
Irun my business master class every year with two batches enrolled. I launched my business masterclass because, while building my business as a startup entrepreneur I did not have anyone to hold my hands on the journey, I learnt all I knew on the job. It was at my growth stage that I had the privilege of engaging brilliant mentors who took interest in my venture. I really wish I had this earlier; it would have helped me a great deal. This is why I am passionate about coaching startup business owners. Having someone to coach them would make their journey easier. My major area of focus is business management, financial management, business structure, business growth strategies and embracing technology for business growth.
With over 30 years teaching business, how do you think government can support entrepreneurs aside from providing loans and grants?
Loans and grants are good incentives for small business owners but beyond this, the major support entrepreneurs need is the government providing an enabling environment for small businesses to thrive. Bringing out favorable policies that would stabilise the growth of our local businesses and give room for foreign investments and business collaborations to come in.
What can young people do to have thriving relationships and marriages?
As a relationship coach I always tell young people to give room for friendship before deciding to say I do. Friendship gives room for people to know if they are willing to settle for a life-time with the person they are considering as spouses. It is also important to clarify why they have decided to choose the person they are courting; out of other options available. They need to both understand their why and the purpose of the relationship which must have a stronger depth beyond procreation or any other physical material entity. Thriving relationships or marriages goes beyond things we see at face value; they have depth that provides sustainability later in the future if the relationship faces deep waters. They shouldn’t choose their spouses based only on their physical looks, money and status or how intelligent they are. As much as all these are important considerations, they must look deeper for virtues like faithfulness, integrity, accountability, truthfulness, kindness, hardworking and a heart that loves God.
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