HOW LIZ TURNED A COLLEGE SIDE HUSTLE INTO A BIG BUSINESS

Meet Elizabeth Ngomano, fondly known as Liz, a University of Malawi graduate, who runs Simply Fancy by Liz, a successful business that she started while still in college. Her journey, from modest beginnings selling second-hand skirts to establishing a diverse business portfolio, demonstrates how graduates can leverage their academic knowledge and personal resilience to build a successful career beyond traditional employment. Liz’s story is a compelling example of how embracing entrepreneurship can transform ambition into a thriving reality.

The Spark of Opportunity

Her journey into business began when she was in primary school but truly materialized during her time at the University of Malawi. Admired for her unique skirts, Liz saw an opportunity in the admiration she received. “It all started when people began admiring the skirts I wore,” she recalls. “I saw a chance to turn that admiration into a business.” What began as a simple sale of second-hand skirts evolved into a full-fledged business. Liz expanded her offerings to include brand-new clothes after recognizing the potential for more. “I started ordering clothes from shops and eventually found a supplier from South Africa. This was the turning point for my business,” she says.

The entrepreneurial drive didn’t stop there. Observing the popularity of Vans shoes, she diversified her inventory to include them. “Soon, people were placing orders for various items, and I found myself supplying whatever they requested,” she explains. This adaptability and keen observation of market trends were crucial in shaping her business trajectory.

In a bid to diversify the business, Liz started traveling to Chipata, Zambia, to buy sausages, thanks to her flexible university schedule. “I would leave at 3 a.m. and return late at night. It was exhausting, but I was determined,” she says. Initially, she used her own funds but later implemented a deposit system to manage cash flow and mitigate risks. “As the business grew, I started asking customers for a deposit. This helped me handle the increasing costs and order in bulk,” she adds.

Shifting Focus and Growing the Business

After graduating, Liz continued to evolve her business. She quickly learned that staying ahead in the fashion industry was challenging due to rapidly changing trends. “I realized it is impossible to satisfy every customer’s preference. Fashion trends change quickly,” she notes. This led her to narrow her focus to men’s wear, which she found less volatile. She also began exploring new areas, such as home décor and kitchenware, driven by her passion for beautiful interiors.

In 2021, she got a job that played a significant role in her business growth. The job, which involved extensive travel across Malawi, provided her with the financial capital needed to invest in her business. “The job introduced me to people I might never have met otherwise and allowed me to save money, which I reinvested into my business,” she explains. The exposure to different interior décor styles during her travels also influenced her decision to expand into this area.

Expanding the Business and Looking Ahead

With a deeper understanding of her market and a focus on high-quality products, Liz is optimistic about the future. She is now investing time in mastering digital marketing, recognizing the potential to grow her business without needing a physical storefront. “I am focusing on digital marketing to grow my business without needing a physical space,” she shares.

Liz has also adapted her business model to emphasize volume over high profits, keeping in mind the economic environment and her customers’ financial situations. “I stay ahead by offering high-quality items at an affordable price, and I understand my customers’ needs very well,” she says.

Challenges

Liz faces several challenges in her business. One notable issue is that some customers hesitate to pay the remaining balance after receiving their items. She shared a particular instance from her school days when a customer returned a pair of shoes months later, claiming there was an issue.

Another challenge is managing customer expectations regarding delivery times. Liz notes that delays between when an order is placed and when items arrive can lead to customer dissatisfaction. “Unfortunately, these delays are often beyond my control, as they are usually due to logistical issues, especially since most of the items are imported,” she explains.

Reflecting on Mistakes

Liz’s journey has not been without missteps. Reflecting on what she wishes she had done differently, she recalls a money-lending venture that did not turn out as planned. “The key lesson I learned was that many people who borrow money with promises of high returns are often in severe financial trouble, making repayment challenging. Additionally, some borrowers are not afraid of other people’s money and are more likely to default,” she says.

Advice to Other College Students

Liz offers valuable advice for fellow students considering entrepreneurship. “My advice is to just start with whatever you have. I began by selling second-hand skirts (kaunjika), which didn’t require much capital. As the business grew and people started requesting brand-new clothes, I began asking them to pay a deposit of half the cost upfront. Start with what you have and focus on delivering as promised. Trustworthiness is crucial for business success,” she says.

Additionally, she emphasizes the importance of leveraging every opportunity. In 2019, while still in college, Liz expanded her business by investing money earned from working as an enumerator for a survey with a certain organization.

For those inclined towards traditional employment, she recommends starting preparations while still in college. “Engage in volunteering and training opportunities. Though often overlooked, these experiences are crucial for enhancing your CV, showcasing your abilities, and demonstrating experience beyond academic qualifications,” added Liz.

Celebrating Success and Personal Growth

One of Liz’s proudest moments came some months ago when she sold 50 carpets in a single week. “It was exhilarating and felt almost surreal. None of the buyers returned with complaints, which speaks volumes about the quality of my products,” she says.

In closing Liz explained how entrepreneurship has profoundly changed my self-confidence. “I am now confident in the value of what I offer, which has boosted my self-esteem. People often remark that Liz always has the best products. The business has also improved my communication skills and expanded my network significantly” she concluded.

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