Introduction
Luck does not determine business success; rather, clarity, consistency, and the courage to adapt to change are essential. Whether you’re starting your first venture or building on years of experience, every step of your journey counts.
Working in online retail with Shein and having a passion for business and finance, I've seen how small decisions affect big outcomes.
I'll walk you through the business journey in this article, starting with solid foundations and working your way toward strategic growth. I'll help you reflect on your own business path by sharing lessons I've learned, practical insights, and questions along the way.
1. Laying a Strong Foundation
One thing became clear to me as I studied Islamic Banking and Finance at the University of Hargeisa: even the best ideas can fail if they don't have solid foundations.
Start with a Vision and Mission That Matter
Your vision is your dream. Your strategy for getting there is your mission. For instance, when I first started managing orders at Shein, I had to comprehend how my position contributed to the company's mission of providing fashion at prices that were affordable and fast. It made me realize that no matter how small your role seems, clarity of purpose makes work meaningful.
Consider your goals for your company's impact over the next five years.
2. Know Your Market—Really Know It
What your customers need, not what you like, is the focus of business. I’ve noticed in Somaliland, especially in local markets, businesses often succeed because they listen to community needs. Even in my current role, customers ask specific questions about products—and those questions help guide what’s trending and what needs improvement.
Pro Tip: Don’t just assume. Conduct a survey. Watch their behavior. Read feedback. Real data matters.
3. Define What Makes You Different (Your UVP)
Why should someone buy from you and not the shop next door or the website overseas?
Your Unique Value Proposition (UVP) should be clear and focused.
If you run a logistics company in Hargeisa, for instance, your UVP might read something like, "Fast, safe delivery within 24 hours—guaranteed." Being unique doesn’t mean being flashy—it means being reliable in what you promise.
4. Build a Brand That People Trust
Your brand is more than just a logo; it is the feeling people get when they hear your name. I've seen at Shein how consistent design, quick delivery, and clear communication make customers loyal. Even if we don’t talk to them personally, our systems speak for us.
Think about your brand colors, your messaging, and your tone of voice. Are you formal or casual? Do you inspire confidence or ambiguity?
Tip: Ask a few friends or customers: “What’s the first thing that comes to mind when you hear my business name?” You might be surprised by the results.
5. Operate Like a Pro—Even if You're Just Starting
Business success comes from habits, not luck.
Get Your Systems in Place
Use tools like Google Sheets for budgeting, WhatsApp for customer communication, or POS apps to track sales. In my online work, even a simple system for tracking returns made a huge difference in customer satisfaction.
Also, learn the financial basics: income, expenses, taxes, and cash flow. Even a tiniest shop needs to be aware of where the money goes.
6. Smart Marketing = Visibility and Growth
Even if you have the best product, it won't sell if no one knows about it. Make use of storytelling and social media. I've seen Somali businesses on Facebook and TikTok gain a lot of attention just by sharing behind-the-scenes videos and telling their story. Authenticity wins over perfection.
Rather than "We sell clothes." Try:
“We help young professionals look sharp without breaking the bank—here’s how.”
Keep telling your powerful story.
7. Accept Creativity and Flexibility
Markets change. Customers change. You must too.
Be Receptive to Feedback
I've had to learn this the hard way. Previously, my initial response to complaints from customers was frustration. But then I realized: feedback is free consulting. It shows you exactly where to improve.
For example, we changed a process at Shein after noticing repeat issues in certain order types. That small change boosted our delivery speed significantly.
Keep Learning
Keep developing, whether through mentorship, short courses, or YouTube tutorials. I am currently expanding my knowledge of financial technology and customer service tactics. There’s no finish line in business.
Strategies for Growth: When You're Ready to Grow
Once you’ve built a solid base, how do you grow?
1. Focus on What Works, Then Multiply It
Increase your product promotion if one is your bestseller. If a service brings in loyal clients, improve it further.
2. Employ Smart
Don’t hire just because you’re busy. Hire people who bring in skills you don’t have—and who share your vision.
3. Network and Collaborate
In our culture, connections matter. Work with others who share your beliefs. A simple partnership with another brand or a shout-out from a local influencer can go a long way.
Final Thoughts: What Does Success Mean to You?
Business success isn’t one-size-fits-all. For some, it’s making millions. For others, it’s creating jobs in their community or having the freedom to spend more time with family.
For me, success is about growth with purpose. It’s about learning, adapting, and serving people better each day. I’m still on that journey, and maybe you are too.
So, here's a question for you:
What’s one area of your business (or future business) that you can improve this week? Is it clarity, visibility, service, or systems?
Start there—and keep building.
Would you like me to now translate this updated version into Somali?
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