Banker walks away from lucrative job to set up own business

Peter Massawa, an entrepreneur.

By Winsley Masese

Kenya: While working as an expatriate, Mr Peter Massawa had little to complain about.

He was earning a healthy six-figure salary, travelling more than he ever thought he would and was accorded privileges that came with his position. It was a good life.

But five years ago, at 45, he gave it all up.

“In the course of my travels and interactions, I realised there are many Kenyans losing out when compared to countries such as the Asian Tigers — Singapore, Hong Kong, South Korea and Taiwan,” Mr Massawa said.

Rich trappings

So he made the decision to forego the rich trappings of his job and venture into an unknown entrepreneurial future that would at the very least placate his prickling conscience.

“I realised these economies are highly developed not because of government assistance, but because of entrepreneurial development. We have to be entrepreneurs to come up with business models that empower everybody,” he said.

Massawa felt that those most able to help create opportunities for others are often too comfortable in their jobs to do so. He knew he would not be able to  uplift the lifestyles of Kenyans like he wanted to if he were still employed.

By the time he moved back to Nairobi from his South Africa base — where he was overseeing retail operations in 13 African countries  for a bank — he had already made up his mind on which direction he would take.

“With Kenya’s growing population and high unemployment rate, I found network marketing the most efficient business model. It would enable people start small and increase their income.”

However, he did not just up and resign.

“It took me more than one year to take the final plunge; I had to know that I was able to give up my lifestyle.

“I knew the big cars had to go, so I sold the Mercedes E200 I had while in South Africa and put the money aside for start-up capital,” Massawa said.

He then registered Pillar Technologies, where he is the managing director, and began building it up. By the time he quit, he had set up a business idea.

Pillar Technologies powered the start of the Direct Intervention Programme for Empowering Kenyans (Dipek). 

Under the Dipek model, a person pays a Sh2,985 registration fee for a SIM card that enables him or her load airtime and sell it on to other customers for a commission.

The initial buyers are called the first generation. Once the next group of sellers sells airtime to yet another group, the first generation earns a commission from this second tier, and continues to do so up until the 12th generation.

“Airtime is a product that is virtually everywhere. It is fast moving and can be used at any time. Its sale has been boosted by the increasing number of Kenyans who own a mobile phone, so the opportunity to earn an income is even higher,” Massawa said.

One earns between Sh50 and Sh500 per new activation, in addition to 0.5 per cent of the airtime bought by your team of sellers per month.

Massawa is determined to uplift living standards by enhancing people’s incomes and hopes to be remembered for creating opportunities for his fellow citizens.

“There is huge potential in this  business model since the products we are dealing with are creating a distribution system that can be duplicated elsewhere.

“Today it is airtime and tomorrow it could be another product that people use often and is in high demand.”

Massawa particularly appreciates the business model because it requires participants to build each other up.

“This business  is not about just you, but also the person you introduce because you will not succeed if you only think about yourself.”

The number of people signing up for Dipek continues to grow, and Massawa remains hopeful his venture will be hugely successful.

“I would have been discouraged if the business was not growing.”

His greatest satisfaction, he said, comes from seeing families earn enough money to educate their children and feed them.

Does he regret the lifestyle change entrepreneurship introduced?

“Our lifestyle actually did not change because I have never been an extravagant person. The lifestyle I used to lead is the same one I have maintained because I never lived beyond my means.

“However, it has been a sacrifice and there are a few things the family will look back on and realise we had to forego,” he said.

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