Building and growing a company is a fulfilling and challenging process for entrepreneurs. The process of selli ng one's company, however, is a topic that is not discussed enough. On the African continent the examples of companies that reach exit stage are still very rare. In the article below we sat down with Navalayo Osembo who is the Head of Africa at On, former founder at Enda, and an ABH 2021 Top 10 Hero. Navalayo shares her journey of founding and building Enda, and her journey of selling the company recently.
- Would you share with us the first days of starting Enda? How did that idea come to you, why was it important for you to start it, and how did you go about it?
My parents come from a small village near Eldoret, Kenya. Eldoret is also known as the City of Champions because it has produced many of Kenya’s greatest runners and has been built by prize money from running. My father was also employed in the Airforce and the disciplined forces are among Kenya’s few employers that hire athletes and allows them to pursue their craft as part of the workday. Athletes, therefore, have always been in my orbit. Starting Enda was a result of wanting athletes and Kenya to be included in the production industry of performance industry rather than just being consumers. It was important for me to try and create an avenue where the economic benefits of the running shoe industry could extend to many more Kenyans, and also ease the pressure on athletes to provide for their communities.
- You went on to building a strong, recognized brand in Kenya and globally. What would you say has led to this success?
Kenya has produced the world’s best athletes for many generations and the concept of a Kenyan running shoe just made so much sense! That reputation helped in marketing because the consumer’s mind was already aligned with our vision and mission. It also helped that we had an actual product to sell and also could sell online not just in Kenya but around the world through our website. All those factors, combined, helped us achieve our success.
- Could you share some highlights of what Enda accomplished under your leadership?
While it is not possible to list everything we achieved, top in mind for me is changing the perception that people had on Made-in-Africa products. Creating great products is possible with the right investments, and I hope that what we did can be replicated in other industries in Kenya and Africa. We also put Kenya on the global map as a potential area to produce performance footwear, especially in 2020 and 2021 when the world shut down from COVID-19 and there was a reckoning on overreliance on production from certain parts of the world. I’d also say creating a product company from scratch, with minimal resources, hiring great staff, creating social impact through the Enda Foundation and sponsoring athletes were achievements that I am very proud of.
- Is there a recurring challenge that the company faced that kept you up at night?
It was a start-up, so of course many things kept me up at night over time! Insufficient working capital, extensive supply chain delays, inability to quickly pivot customer feedback into the next product iteration and company culture were among the things that I constantly wanted to improve.
- What led you to the decision of selling Enda?
There was alignment in many things. After running Enda for many years, I was tired and wanted to venture into something new. That was also coincidentally the time I met someone interested in buying the company. Enda had also reached a growth stage that required not just more resources, but skills and expertise that would help the business become a proper global corporate.
- Kindly describe the process of selling from both a business and personal standpoint.
From a business standpoint, it was very demanding to stay on top of the financial and legal requirements that were needed to finalize the sale. I spent a lot of time reading and re-reading documents. From a personal perspective, it was not that easy to let go of something I had spent too many years building that had become my identity. However, I am content with the overall outcome.
- What is life like now post sale?
It’s pretty great! I love seeing the new pathways that my former colleagues have charted for themselves, including setting up businesses, getting promotions and new jobs, etc. I also have much more mental space available to pursue hobbies that I had somehow abandoned when I was too busy with the business. I am also very proud of the risks that we took and what we created and that is a feeling that I cherish.
- What are you now up to and what is exciting about this new chapter?
I am now the Head of Africa at On. On was born in the Swiss Alps in 2010 with the mission to ignite the human spirit through movement – a mission that still guides the brand today. Fourteen years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel and accessories for high-performance running, outdoor, training, all-day activities and tennis. On’s award-winning CloudTec® innovation, purposeful design and groundbreaking strides within the circular economy have attracted a fast-growing global fan base – inspiring humans to explore, discover and Dream On. On is present in more than 60 countries globally and engages with a digital community on
www.on.com.
I am excited to bring On to Africa and find synergies for both On and Africa.
- How do you intend to use everything Enda taught you in this next chapter?
This next chapter could not have been possible without the experiences and lessons from Enda. Enda laid the foundation for my current work and I am confident that I will excel at my role because I know the lay of the land literally and figuratively!
- What would you tell a young entrepreneur who is about to enter their journey of entrepreneurship?
Entrepreneurship is about risks, but so is life. You’re inherently in a process that requires you to take risks every day, so why not take the bet on yourself? Stay hungry and stay connected to fellow entrepreneurs. A lot of what you will go through is something that others have already experienced so be open to learning, growing and adjusting!
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