I was told my business was a silly idea

A tough pregnancy became the catalyst that led 30-year-old Janepher G Elias to start Mothership Palace, an online enterprise that offers solutions to nursing mothers. She narrates her story

My background:

Before starting Mothership Palace, I worked as a sales representative for seven years. I also dabbled in marketing and was a project coordinator and team lead for an events company. I started my career in Nairobi then moved to Mombasa and back to Nairobi before quitting employment due to a tough pregnancy. For the longest time, I wanted to start my own business. The question was only what kind of business. The difficulty in my pregnancy and new mum journey made me discover a desire to join the clothing industry.

The idea:

After delivering my baby last March, I really struggled to breastfeed in my regular clothes. That’s how this business idea was conceived.

At first, I couldn’t do much because my baby was under observation in an incubator but after we were discharged, I discussed the budding idea with my husband and he promised to finance it whenever I was ready to start the business.

After a few months of marinating, I started doing some research. I even called a few people in and out of the country and was directed to a few websites to familiarise myself with the market. I also talked to a few people in the clothing industry in Kenya to get some insight. It took about six months to get enough information about how to introduce, run and manage a clothing line business.

What happened next:

The only people who encouraged me to pursue this were my husband, my mum, my cousin and a good friend who I made after I almost gave birth in her shop! The rest laughed it off. One of my family members even told me it’s a silly idea and that it’s probably my emotions speaking.

I was initially concerned about how to present the brand and whether I wanted to position my brand as a high, mid- or entry level one. Eventually, I settled on making it an accessible brand to all kinds of mothers.

I discovered majority of businesses cater for maternity and baby wear in Kenya but very few of them have nursing wear. Most people are not even aware that such clothes exist. I felt strongly that this business could work after a lot of patience and marketing.

I assessed the market, came up with goals for the company, and decided on pricing, which designs to work with and what offers to introduce. I finally started my business on October 2. I kept it online (social media platforms) to reduce overhead costs and to establish myself in the market before setting up a physical location. I started with body-shapers, corsets and tummy trainers as I waited for my initial stock to arrive.

After a month of operation, my Facebook page was suspended three times and I almost gave up on this business.

Running a start up:

I run the business alone at the moment. Being an online shop most of my operations are done on social media, WhatsApp and calls. Remember my baby is still quite young. To make my mornings easier, I check all the Mothership Palace platforms for any client enquiries every night before bedtime. Sometimes I’ll check them early in the morning if I’m too tired the previous night.

I reply to client enquiries and engage clients via phone for follow-up discussions. I mostly deliver the products myself but sometimes I use riders especially for places too far. Mothership Palace has served customers as far as Dar-es-Salaam in Tanzania.

I’m looking to sort out the clothing challenges that come after a woman has given birth. I don’t only sell breastfeeding wear but also different clothes that helps women shape up and feel more confident despite weight gain.

Where I am now:

It started with only an idea but right now we have a fully operational business with happy customers despite a few challenges.

Starting a business and especially with a relatively unknown brand is tough. My biggest challenge is that most clients ask for a physical location where they can do fittings while others are concerned about fraud, which I understand as this has happened with some online businesses.

Logistics are also a big challenge at the moment. Clients expect the business to offer free delivery. I can get clients who live in less accessible regions around Nairobi such as Ruai or Kitengela who are not willing to foot the Sh400 it costs to pay a rider. To solve these delivery challenges, most of the time, I ask the client to pick them in town, which is more convenient for both of us.

My prayer is that the business picks up enough to allow me to open other branches in major towns and also to get my own designers and tailors.

My tips:

Every day is a learning opportunity in business. Do not be afraid to ask for advice from people who have been in business before you and don’t wait until things go wrong.

Find genuine entrepreneurs to walk with you through this journey but also keep in mind that not everyone wants the best for you.

Be hawk-eyed. Jump, grab and fly with each opportunity that presents itself.

More about Janepher’s business:

LAUNCHED: October 2019

START UP CAPITAL: Sh80,000

SOCIAL MEDIA:

Facebook: @mother-ship palace

Instagram: @Mothership_palace