Sometimes we talk about passion, and much more the movers and shakers of Kenya and to make it sound more global under 30 Director, meet Muthoni Director at Deviate Kenya.
- Your name: Muthoni Maingi Gathitu
- Company name: Deviate Brand Strategy, Management and Media
- Position: Brand Strategist and Director
- Country: Kenya
- SHORT INTRODUCTION ABOUT YOURSELF: I am passionate about making a difference in terms of marketing agencies and their business approach for SME’s and Growing Companies.
- WHEN DID YOU START YOUR BUSINESS? I began my business in February 2011
- WHAT’S YOUR BUSINESS NET WORTH? Ha! Tricky ground here ...
- ARE YOU A START UP, WHAT KEEP YOU GOING IN THIS WORLD OF COMPETITION? What is your definition of a start up? I have been in business for over a year and so far I have worked with over 20 brands on various projects.
- HOW DO YOU PLAN YOUR WORK? I plan my work around client requirements, sometimes a select group of clients will take up a lot of my attention as we’re setting up their brand structures and sometimes my amazing staff handles client projects that do not require my involvement.
- WHAT MOTIVATED YOU? I am driven by interestingly challenging projects, something that each client offers and I am also motivated by seeing off successful projects.
- WHY THAT BUSINESS AND NOT THE OTHER? What other? Marketing, Branding and Internet Technologies in relation to this are my second nature.
- DID YOU START IT A LONE OR WITH FRIENDS? I started it alone
- HOW LONG HAVE YOU BEEN IN BUSINESS? I clock two years in February 2013.
- WHAT’S THE STORY BEHIND YOU’RE YOUR BUSINESS? I had always known that I wanted to start a marketing/advertising and brand strategy agency. I just didn’t have a good idea in what niche/service requirement exactly. After working at two agencies in Kenya, and interacting with people from other agencies, I felt that agencies here did not have a business model built around SME’s or growing companies and their requirements. Which are very unique? So I started Deviate (hence the name) and the response from my target audience has been great.
- WHAT CHALLENGES DID YOU FACE? Wow, gaining trust- I am young- When I began I was 24 now I’m 26, capital, getting the right team together. Working on pricing and coming up with pricing models that my market would appreciate. Learning my targets key challenges and finding ways to create solutions just for them as well.
- HOW DID YOU OVERCOME? There was a day, that I was frustrated by the combination of challenges that I have listed above that I kept facing and that I still do. And I had been getting job offers and I wanted to give up. And my mother encouraged me not to give up for this is the path that I had chosen, and that I needed to always complete what I started well and with the poise, intelligence and resilience that she knew I had in me. Those words then, and till today and always, will drive me and drove me to always work a solution around every challenge.
- WHAT IS THAT ONE THING YOU WISH YOU KNEW BEFORE YOU STARTED THAT BUSINESS/COMPANY? To be honest, nothing really, you cannot anticipate the ride of opportunities and challenges that entrepreneurship brings.
- ONE ADVISER TO START UPS AND UPCOMING ENTREPRENEURS LIKE YOU? Stay inspired, learn from all industries and all opportunities that come your way. For example, I love the marketing and customer service that Kenyatta Market women offer when you go there to do your hair. They make sure from entry to exit that you’re okay and that you have their contacts should you need to come back. And be respectful of all around you!
- WHO INSPIRE YOU, LIKE A ROLE MODEL AND WHY? My grandparents will always be my inspiration and my driving motivation. For people who didn’t go to university or school as such they built entrepreneurial entities that are my envy. I am in awe of them.
- WHAT ARE SOME YOUR PHILOSOPHIES IF ANY? Work hard, work well and set an example.
- IF YOU WERE TO START A COMPANY WHAT KIND OF UNIQUE PRODUCT WOULD YOU INVEST IN? Technology!
- MOST YOUNG PEOPLE ARE IN THEIR EARLIER ENTREPRENEURSHIP LIFE, WHAT KIND OF SUPPORT YOU WOULD GIVE TO THEM. EG. MENTORING, ADVISING, CONNECTING, SHARING YOUR NETWORK. All of the listed, but I only entertain focused and serious people.
- HOW DO YOU SEE YOUR BUSINESS IN THE NEXT FIVE YEAR? I want to be the “Equity Bank” of marketing and advertising agencies.
- WHAT KIND OF CONNECTION WOULD YOU LIKE TO HAVE TO MAKE YOUR BUSINESS GROW? I would love to work with a financial institute that is interested in growing SME’s in Kenya and East Africa.
Your website, www.deviate.co.ke
YBI. International.
