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MTN Uganda has just launched a thematic campaign codenamed “Together we unstoppable”. In the main TV ad headlining the campaign, a young man makes a striking entrance into the bustling trading centre, radiating confidence with his well-defined, muscular arms and sleek, dark-coloured sweater vest.
His infectious energy is palpable as he launches straight into his sales pitch for his plastic jerrycans, captivating his audience with his catchy tune ” Jeeerry jerry jerrycan!”.
A quick glance at the onlookers reveals that he could connect better with them by switching to the local vernacular. Indeed he appeals to them in a mix of lingo and slang and a little bit of ‘sales drama’. It is not until Jerryman’s spirited sales pitch, hits the internet that a whole world of opportunities opens up, accelerating his resilience into a fully-fledged container and packaging shop.
In this simple story, MTN tries to tell the ‘unstoppable” story of most Ugandan entrepreneurs while highlighting the role of connectivity- voice, internet and payments, in accelerating growth- thus the “together we are unstoppable” promise.
“Ugandans are resilient, turning challenges into opportunities and creating a highly creative environment. We pledge to match your steps, creating a platform to showcase your ideas and push them to greater heights,” the telco, explains the idea behind the campaign on its digital platforms.
A report released in 2015 by Approved Index, the UK’s prominent directory for products and services, revealed that Uganda was the most entrepreneurial country among the 73 nations surveyed.
The report was based on the percentage of adults who had started a business. In Uganda, 28% of the adult population had started a business, which was almost twice the proportion of the second-ranked country Thailand, with only 16.7%.
The results confirmed an earlier 2013 report by the Growth Entrepreneurship Monitor (GEM) that had also ranked Uganda as the most entrepreneurial country in the world.
Uganda’s economy has been built by successful business people such as the late industrialist James Mulwana and Patrick Bitature, Simba group chairman, who started out as simply as the Jerryman.
The advert is an ode to this resilience and creativity that characterises Ugandans and how we turn a highly competitive environment into a highly creative one.
The late Mulwana exemplifies the quintessential Ugandan as he defied the odds to become a household name in Uganda. Born in 1935 in Kiboga district, some 78 miles from Kampala, Mulwana faced numerous setbacks from an early age. He dropped out of secondary school and never made it to university, but he refused to be deterred. At the age of 25, he landed a job in advertising at a newspaper but quit after just one year.
He got a better job as a nightclub manager, only to be fired on his very first day at 3:00am. Not one to give up easily, he spent Ugx2,000 of his savings to start Afro Agencies in the early 1960s, exporting wooden hair combs to the UK and importing women’s wigs that were in high demand.
Today, we are blessed to have Uganda Batteries, Jesa Dairy and Nice House of Plastics that he founded. Mulwana’s story is a testament to the resilience and determination of the Ugandan entrepreneurial spirit.
Giving Uganda’s entrepreneurial spirit the push it deserves
Uganda’s population is expected to reach 106 million by 2060, with almost 70% of the population being of working age, according to a UNFPA report. This growth in population presents a significant opportunity for economic growth, which can help Uganda realize its long-term goal of becoming a modern and prosperous country by 2040.
Nevertheless, for this vision to become a reality, the economy must create 700,000 jobs annually. Supporting and increasing the productivity of micro, small, and medium-sized private sector enterprises is one of the key ways to achieve this goal.
Fortunately, Uganda has one of the highest entrepreneurial rates in sub-Saharan Africa, with over 1.8 million informal firms, according to a 2015 report by GEM. Yet, these entrepreneurs need better support and access to financing to create more jobs and contribute significantly to the country’s economic development.
In a World Bank report titled; “Empowering Uganda’s Youth to Be Job Creators,” Moses Engwau, Executive Director of Business Development Center (BDC), underscored the value offering mentorship and training opportunities. He pointed out that these two components ensure a higher rate of survival for new businesses. “The mentoring component ensures that more youth are reached with the training, and that the impact is multiplied,” he said. `
Engwau was part of a diverse team of young professionals from multiple multinational development institutions that initiated a youth entrepreneurship program in Kampala called the Connect to Implement Development project (C2iDev). The project saw 27 youths selected for 10 weeks of intensive training in market analysis, financial planning, and business plan development. At the crowning ceremony, Evelyn Anite, the state Minister of State Privatization and Investment had some words of advise that resonate with Jerryman and many successful entrepreneurs.
“Be determined, work hard, create visibility – the most important thing is visibility,” Anite urged the youth. “If you believe in yourself, if you know what you’re doing is the right thing, you will convince people to start believing in you and getting what you want. There is no one who cannot succeed.”
With the right support and opportunities, Ugandan entrepreneurs or “Jerrymen” can help drive the country’s economic growth and create a more prosperous future for all. The Jerryman characterisation also highlights the importance of self-acceptance and leveraging one’s unique strengths. By embracing his true self and utilising his unique tactics to sell his jerrycans, Jerryman was able to create a successful business that stood out in a crowded market.
The most profound lesson Jerryman and other successful entrepreneurs give us is to make time for introspection to embrace who we are and use that to our advantage to achieve our goals.
Simba Group Chairman Patrick Bitature’s take on Uganda’s entrepreneurial spirit
With a population of over 45 million, it’s no secret that the number of jobs available hasn’t kept pace with the rate of growth.
While many wait for the government to do something about the situation, the reality is that they are already doing their best. Therefore, the solution to this problem lies in the hands of the people, particularly entrepreneurs who are capable of looking at problems and seeing opportunities.
Entrepreneurship is the way forward, and it’s time for the youth to step up and take advantage of the opportunities that are available. You must be willing to look at our increasing population and see it as an opportunity to provide services like housing, food, and clothing.
However, starting a business is not the end of the journey. It’s crucial to ensure that the businesses we start last through generations and grow continuously. This can only happen if you have the grit, tenacity, and drive to succeed. Allow the fire within you to burn brightly and drive you to learn, grow, and succeed.
Therefore, I urge the youth to embrace entrepreneurship, take calculated risks, and never give up. Believe in yourself and your abilities, and success will follow.
Remember that entrepreneurship is a journey, and with hard work, perseverance, and a bit of luck, you can achieve your goals and contribute to the growth of Uganda’s economy.
The youth should not be afraid to start small. Entrepreneurs the world over start small and gradually grow their businesses through hard work and diligence. Ugandans are renowned for their entrepreneurial spirit and we should all support efforts to encourage them to do even better!