This interview should have been published in August’13. I’d like to thank Hozefa and Asha for their patience and trust. It was procrastination at its shameful best from my end, and I’m very happy to finally share Hozefa’s story with you all. It is an inspiring one with valuable takeaways.
Background
Hozefa was a restless soul since his school days, and had sold certain TV personality collections (notes & newspaper clippings) modeled as books (see the pic above) for a neat little profit as a child. While still at school, he helped his father in the family business of selling audio and video records. With a clear focus on variety (collected records of 25 different musicians), quality (keeping an eye out for best records) and product innovation (launching well curated records with the best collections)- he carefully developed a reputation to vouch for in the market. Steering away from pirated music and creating better cover designs, they were soon categorized as a premium player in the segment with clients from multiple cities. These successes at such a tender age fueled Hozefa’s dreams of owning a chain of stores and cafes.
First Failure err, Learning Lesson
While in college, Hozefa launched an internet cafe with a co-founder. With a few mistakes (that are best done in your first venture), Hozefa stepped out when it failed, a wiser man. Why did ‘Computonix’ (as it was named) fail?
- Poor Location (small area, awkward L shape, fairly hidden)
- Overspending (invested in high configured systems instead of basic ones, invested on 6 though 4 would have been perfectly fine)
- Pricing Gaffes (charged premium without a specific strategy, reduced rates in a few weeks)
- Time Constraints & Team Failure (since he couldn’t focus on this business full time, hired a person who turned out to be a crook)
- Lack of Consistency (couldn’t match the print & typing standards his competitors were maintaining)
- Lack of Control (couldn’t control anti social activities taking place at the cafe and had to shut shop before getting into trouble with the law)
Though a major learning lesson, this failure was a serious setback. Hozefa decided to get a MBA degree and plan the further course of action. (Do note that he took a step back, decided to fortify, gather resources before another battle in ways he believed are best.)
Entry into Retail
After the degree, he stepped into retail and climbed his way up the ladder. In his last position (where he’d got internally transferred to Saudi Arabia), he was awarded as the best store manager. This is highly commendable- he had learnt the intricate details of running retail operations, observed what worked and what didn’t. The award boosted his confidence in his domain expertise.
Hozefa observed that while bigger stores more variety, shopping might be a better experience if high quality materials are stocked in smaller stores offering a personalized experience. He needed investment, found an investor and set his plans into action.
After finalizing the location and stretching the budget to its limits, dear ol’ Hozefa launched two stores selling both lingerie and kids wear. However, he soon realized that while he is focusing on the latter, his customers seemed more interested in lingerie. Understanding his customers (empathy) and evolving his plan of action (flexibility), Hozefa dedicated each store to the specific category.
As he joyfully wrote in- “I was an Indian partnered with a Saudi, selling products from Turkey, bought by buyer from Egypt, sold by salesman from Bangladesh, to customers from Sudan, Syria, Philippines, etc. while communicating in English.”
Balls (forgive my language), he has aplenty. I’m in awe.
Building, Shipping, Improving
Though business was growing (increase in sales), losses were being incurred by both the stores (increase in costs). The one selling kids wear was hit harder. In order to boost his chain of stores, Hozefa opened two more with better planning and better locations. In addition to the existing business model, he initiated shop-in-shop (stocking his materials in other retail stores) and wholesale business.
Though the new projects started poorly, Hozefa has been confident about the light in the end of the tunnel. He strongly believes he is “doing the right things poorly” (as he put it), and his business will improve if he improves what he’s already doing. He’s acquired ‘Take Your Time’, a chain of 13 stores, which is a big achievement indeed. Business is growing at a rapid pace.
Birth of Something More Than A Cafe
He then deemed it right to work on his second passion- a cafe that appeals to a niche segment. With his Saudi investor convinced of his capabilities and conviction, Hozefa launched ‘More Than A Cafe’ which, true to its name, showcased incremental innovation in the form of private rooms & cabins that allowed the patrons to hold meetings and work in peace. This was an instant hit with professionals and students. Interestingly, the cash flow from the space rented out was much more than sale of the food products available. Hozefa is currently planning to open a new cafe inside one of the University campuses.
Why Hozefa Is A Rodinhoodstar
- He always listened to his customer, yet never took his eyes off the system where he’s supposed to exist and be a part of.
- He learned from his failures, took them in his stride, empowered himself before taking the next step. (I simply have to name these amazing fictional characters here- Luke Skywalker, Goku, Tywin Lannister– hyperlinked for the uninitiated)
- He aimed at creating value, targeting the niche segments, at providing the best to his customer. A compromise was never an option.
- He believed. And he kept on climbing.
He is, very much, on his way to the peak.
Space restricts, so here’s a hug.
Dear Hozefa, thank you for your time and an opportunity to have an email conversation with you. This experience has been highly inspiring. Space restricts so I’m going to ask dear reader Rodinhooders to comment with questions, if any. I’d be glad to answer with the details that you’ve been kind enough to forward me.
A big bear hug to you. Kick ass.
A writer and a published poet, Sushrut’s peer reviewed articles on customer service & management have been published on Under30CEO.com and StartupCentral. Driven towards creating and delivering value to concerned parties. In love with animals and efficiency.
