Complete Magazine

2015 | THE HORN MAGAZINE
1

THE HORN MAGAZINE | 2015
2

2015 | THE HORN MAGAZINE
3

THE HORN MAGAZINE | 2015
4

2015 | THE HORN MAGAZINE

The Horn Magazine is a publication that
aims to celebrate the business achieve-
ments of people from the Horn of Africa
living and working in the UK. The idea
behind this aim is to inspire all those who
may have an aspiration to do well in the
business world.
The magazine also aims to connect
businesspeople in order to benefit from
each other by sharing ideas and tips. We
believe that this may prove important
in contributing to a well-informed Horn
business community in the UK. At the
same time, with this magazine we hope to
connect businesses with potential custom-
ers through features and advertisement.
We hope you’ll enjoy this inaugural issue
and reap some benefit from the content.
As you will see, we have a couple of
featured articles with a wealth of advice
for businesspeople and those who may be
dreaming of owning a business one day.
We wish you a happy and informative
reading.

5

THE HORN MAGAZINE | 2015 5 bu
ev
anaging cash flow is one of
the most challenging aspects
of being a business owner.
Learning to budget, however, can help
you overcome this challenge.

Many entrepreneurs leave a secure job
to run a business. When you do this, you
move from earning a regular income to
earning a more haphazard income, which
can make personal budgeting difficult.

The haphazard nature of business income
is one of the risks of running a small
business. The following tips will help any
entrepreneur or small business owner
reduce the risks by creating a workable
budget for the business.

1. Create a Realistic Cash you estimate your initial startup costs,
Flow Projection: Don’t assume include all the essential expenses for the
first six months, as this will give you some
your sales will live up to your projected time to get your business up and running.
market potential in your first year or two Even if you work from home, there will
of operation. Your dream business may be be essential services and costs you’ll need
terrific, but reality is often quite differ- to pay for your business.
ent. While it can be difficult to project
income since you don’t know exactly how 3. List Discretionary Busi-
sales will go in any month, be as realistic ness Expenses: Discretionary
in your projections as possible. It’s better
to underestimate your potential business expenses for a business could include
income than to overestimate when you buying some supplies, especially in the
come to budgeting. initial startup of a business. Do you re-
ally need to purchase new plants for the
2. List Your Essential Ex- office in the first month? Or to provide
penses: Essential expenses incurred free coffee or sodas for your employees?
Decide which items you want, but could
in running a business include wages, live without until your business can afford
taxes, rent or mortgage payments on to purchase the items without going into
the business property, and operating
expenses such as power, water, Internet
and telephone bills. You may also have
legal obligations that incur a cost, such
as registering your business name. When

6

2015 | THE HORN MAGAZINE

5 budgeting as high as 20 percent or more in certain
ideas for industries, particularly during the critical
brand-building stage.
every small
business 4. Reduce Debt Quickly:
owner
While it may be difficult to start a busi-
debt. ness without incurring some debt, you’ll
want to reduce the debt as quickly as
While people trying to sell you advertis- possible. Debt costs the business more in
ing may tell you otherwise, expenditure interest repayments, so having a budget
on marketing is not a required cost of that has the business operating in the
doing business. If your business is self- black sooner is always a good idea. If
funded, or any time cash flow is tight, you do take out a debt for your business,
focus on marketing strategies that are ensure you will be able to make the repay-
either free — networking, public speak- ments every month.
ing, media outreach, and even cold call-
ing — or pay-for-performance, such as 5. Never Spend All of Your
affiliate marketing or referral programs. Profits: Always keep some of your
For budgeting purposes, it’s best to set
your marketing expenses as a percentage profits in reserve to cover contingencies.
of sales. Exactly what percentage depends Work out a spending budget that spends
on your industry and business model, less than you expect to make. Even if
but 2-10 percent is the starting range you are operating a small business from
recommended by both SCORE and the home, do not pay yourself all of the busi-
SBA. Note, though, that it may need to be ness profits each month. Instead, work
out a reasonable wage for yourself and
pay it regularly, as part of the budgeted
expenses of the business. If your sales are
higher than you expect in one month,
don’t be tempted to splurge in the next
month. Keep to your written budget and
keep the additional profits aside. That
way, if the sales fall unexpectedly in one
month, you’ll have reserve funds available
to cover the shortfall.
Write out your business budget and
ensure that your expenditure is less than
your actual (not projected) income. A
successful business is one where both
business profits and personal income for
the business owner and founders con-
tinue to rise. Good budgeting techniques
will help you achieve both.

7

THE HORN MAGAZINE | 2015
8

2015 | THE HORN MAGAZINE
9

THE HORN MAGAZINE | 2015

............................... The Sole Reb

............................... SOURCE:www.solerebels.com

............................... SOLEREBELS is an amazing fo
founder and managing director B
.............................. Zenabwork in Ethiopia!

10 SOLEREBELS began as an idea: that the
creation of shoes could be a platform for
inspiration hope. By crafting xtraCOOL
footwear that gave the person wearing
them immense comfort and joy, we create
great employment opportunities right
inside our community and giving the often
ignored a chance to engage in creative
endeavors.

From our inception we proudly employed
and trained the highly marginalized or
those thought unemployable. Together
we set out to re-imagine the traditional
Ethiopian “selate” and “barabasso” shoes
(recycled car tire sole shoe pictured to the
right) in dynamic + vibrant new fashions.
We aimed to create something that was
authentically local but had a truly universal
flavor to it and for the past few years we
have that and more. All the while we never
lose our focus on crafting our wares from
the most eco-sensible materials available: a

2015 | THE HORN MAGAZINE

Rebels Story

zing footwear company founded in 2004 by company
ector Bethlehem Tilahun Alemu in her community of

combination of recycled, organic and bio- one about prosperity creation driven by
based materials.  Then we make shoes in local Africans maximizing their talents and
the most energy efficient manner possible resources.
– with our talented hands. 2% of global
trade... give us the chance to compete and Bethlehem Tilahun Alemu was born and
WIN some market share, just like TIM- raised in the Zenabwork /Total area of
BERLAND or PUMA, or NIKE or any Addis Ababa, one of the most impover-
of these global brands, and watch what we ished and marginalized communities of
can accomplish... Ethiopia. Growing up Bethlehem saw that
Ethiopia had plenty of charity “brands”
Bethlehem Tilahun Alemu - The but not a single global brand of its own.
Founder of Sole Rebels So she set out to change all that. Tapping
into her community’s and the nations rich
From the humblest of beginnings, Beth- artisan wealth and heritages, Bethlehem set
lehem Tilahun Alemu has built soleRebels about reimagining what footwear could be.
into the planet’s fastest growing African
footwear brand. In early 2005, fresh out of college in Addis
Ababa, Bethlehem founded the trailblazing
A trailblazer in every respect, Bethlehem footwear company soleRebels to provide
has shifted the discourse on African solid community-based jobs. Flash forward
development from one of poverty allevia- five years, many shoes and HUNDREDS
tion orchestrated by external actors, to of creative, dignified and well paying jobs
later, soleRebels is the planets fastest grow-

11

THE HORN MAGAZINE | 2015
12

2015 | THE HORN MAGAZINE

ing African footwear brand, the world’s soleRebels emerges as the first African
first and only World Fair Trade Federation brand to become an international job
[WFTO] FAIR TRADE certified footwear creation powerhouse with its international
company AND the very 1st global foot- stores forecasted to create over 600 jobs in
wear brand to ever emerge from a develop- the countries where they are located by end
ing nation! 2015 , proof that growth in Africa equals
real global economic and jobs growth
Known as the Ecommerce pioneers of the around the planet!
African continent, Bethlehem took soleRe-
bels ecommerce engagement to the next Bethlehem represents the leading edge of
level. Moving beyond the groundbreak- a new generation of homegrown African
ing online retail partnerships she forged leaders, talented entrepreneurs who are
years back with the planets ecommerce taking on the global market and winning
giants Amazon, Endless, Javari, Amazon on an unprecedented level. She gives face
UK and the EU’s #1 online footwear and voice to what grassroots African-
retailer spartoo.com, Bethlehem led the driven female economic leadership looks
launch of soleRebels state of the art, fully like , as she continues to elevate her nation,
ecommerce enabled global website www. her continent and her company, all KEYS
solerebelsfootwear.co. to creating more prosperity across Africa
and beyond!

13

THE HORN MAGAZINE | 2015
14

2015 | THE HORN MAGAZINE
15

THE HORN MAGAZINE | 2015

LA DIOSA
LONDON
..................................................

Multi-award winning
business, which specialises in

fine jewellery, high-end
fashion jewellery
and luxury scarves.

16

2015 | THE HORN MAGAZINE
17

THE HORN MAGAZINE | 2015

‘The GoLdadeDssi’oisna:Spanish.

LA DiOSA, was born out of the creative style, passion and ambition of
Natasha Faith and Semhal Zemikael, a young London-based design duo.
The friends travelled the world for a year to seek inspiration for their
multi-award winning business, LA DiOSA, which specialises in fine jew-
ellery, high-end fashion jewellery and luxury scarves. Their initial travels
took them to the Mayan ruins of Mexico, the exotic islands of Thailand
and electrifying destinations such as Tokyo, Singapore, Thailand and Ma-
laysia.
Faith & Zemikael learnt invaluable skills whilst living in Mexico and
trained with a small group of women who taught them how to make
jewellery. Their vivid imagination and adoration for unique gemstones
has allowed them to hand make incomparable designs through pure in-
spiration. The designers believe in working sustainably and are proud to
source all their materials ethically.
La Diosa jewellery is worn by many famous people and celebrities in-
cluding the wife of Gordon Brown, former British Prime Minster, Sarah
Brown.

18

2015 | THE HORN MAGAZINE

Natasha Faith:

“I was born in Uganda and came to
London at the age of three after my
father, John Muwanga, passed away. My
father was a well known up and com-
ing fashion designer in Kampala and
I would say that I gained much of my
innate creativity from him.
“I grew up in East London with my
wonderful mother Edith, who has
always made me feel grounded and in-
dependent. Growing up within humble
settings can almost make you feel that
you deserve to become a product of
your environment. I made a choice. I
wanted to be successful and encourage
young people like myself that you can
do whatever you put your mind to.”

Semhal Zemikael:

“I was born and raised in East Lon-
don. My parents, who are still married,
met whilst studying in London in the
70s. My father is from Eritrea and my
mother from Ethiopia. I have an older
brother and we are a close family.
“Despite the conflict between these
two countries I love the true beauty of
them both. The generosity that is found
in these people is very humbling. My
parents have worked hard all their lives
and have instilled the importance of
a strong family, gaining respect and
achieving your dream. My mother run
a business in Ethiopia at the age of 18
and her determination and work ethic
is very inspiring to me.”

19

THE HORN MAGAZINE | 2015
20

2015 | THE HORN MAGAZINE
21

THE HORN MAGAZINE | 2015

DAHABSHIIL
Largest African based

international money

transfer business.
Dahabshiil Story SOURCE: www.dahabshiil.co.uk

Dahabshiil is the ‘rags to riches’ story of an African
entrepreneur whose business was interrupted after the
Somali civil war. With limited resources and a strong
network of contacts he set about rebuilding the com-
pany, which two decades later is now the largest interna-
tional money transfer businesses in the Horn of Africa.

In 2010, Dahabshiil celebrated 40 years in lifeline to those living in many countries
the business. With Abdirashid Duale as across Africa and beyond.
CEO, and founder Mr Mohamed Duale as
Chairman, Dahabshiil remains a fam- Company History
ily business. Today, Dahabshiil employs
5,000 people across 126 countries with Dahabshiil was founded by Mr Mohamed
offices in London, Hargeisa, Mogadishu Saeed Duale in 1970. He started trading
and Dubai. It provides services to some as a remittance broker, selling imported
of the world’s leading humanitarian goods from Gulf States on behalf of
organisations, including the United Na- migrant workers and transferring the
tions, Oxfam, Save the Children and Care proceeds back to their families. In 1970,
International. Dahabshiil opened its first shop in Burao,
Dahabshiil is arguably one of the most the capital city of the Togdheer province
important multinational businesses in in North-West Somalia (now known as
Africa – providing a vital money transfer Somaliland). Over the next 18 years, Mr
Duale Mohamed, with the support of his
staff expanded the business to become the

22

2015 | THE HORN MAGAZINE

HIIL
ased
ney
ss.

Abdirashid Duale: CEO, Dahabshiil Group

leading remittance broker in the Horn of In 2009, Dahabshiil made banking his-
Africa. tory and launched the first ever debit
In 1988, the business collapsed as civil card in Somaliland. In 2010, Dahabshiil
war broke out across Somalia, forcing opened an Islamic bank in Djibouti. Forty
half a million Somalis to seek refuge all years on and Dahabshiil’s original values
over the world. With limited resources, still ring true: trust and responsibility. The
Mr Duale used his experience and strong business has zero debt, remains entirely
network of business associates to set up a family-owned and is committed to its fair
new remittance venture, enabling Somali commission fee policy. Dahabshiil contin-
refugees to send goods back to displaced ues to support the Somali community
family members. Coinciding with an both in Africa and abroad, investing 5%
influx of Somali immigrants to the UK, of its profits into community regenera-
the family set up an office in London. As tion projects involving the development
the UK’s Somali population grew, so did of schools, hospitals, agriculture and
Dahabshiil. sanitation.

23

THE HORN MAGAZINE | 2015
24

2015 | THE HORN MAGAZINE

Abdirashid Duale: development finance at events including
those at the London School of Econom-
CEO, Dahabshiil Group ics, Oxford University and the United

Abdirashid Duale has worked for Da- Nations. Dahabshiil has featured in local
habshiil since his school days, helping and international media including The
his father Mohamed Said Duale develop Financial Times, the BBC, Al Jazeera, The
a small Somali family business into an New York Times, The Economist and The
international firm operating in 126 coun- Guardian.

tries. Today Mr Duale is responsible for In 2013 Dahabshiil won the Excellence
Dahabshiil’s global operations. for Enterprise category at the Muslim

News Awards in London. The award was
presented by the Shadow Chancellor Ed
Balls. The Prime Minister David Cam-
eron, the Deputy Prime Minister Nick
Clegg, and the Labour leader Ed Milli-
band all sent congratulatory messages.
Mr Duale has established a reputation as
an expert in the remittance industry, and
has vast experience in all areas of money
transfer operations. His business net-
work stretches from Africa to Asia, from
Europe

“In 2013 Dahabshiil won the Excellenceto the
Middle
East, and for Enterprise category at the Muslim News

from the Awards in London. The award was presented
USA to
Aus- by the Shadow Chancellor Ed Balls. The Prime

tralia. Minister David Cameron, the Deputy Prime
He was Minister Nick Clegg, and the Labour leader Ed
recently
aonresfasmtophneeeecd5te0dmpouMsbtliicnialftlliuioebnnatAianflridAcafraRicelalpnossrebt.ynttheconTtIhngoewr2c0aeo1rtm0Hu,maDlmuaanhlteiaottbysrsAahynwiidlamrwindoe2fnos0rt0she8aex, gcMMeelarlseyDno.”urceaolifen
was named Top Manager of the Year by
Over a period of 20 years, Mr Duale the International Association of Money
has founded new companies in Africa, Transfer Networks.
Europe, the Middle East and North
America. He is involved in community
regeneration projects in Africa and else- Mr. Duale also serves on various advisory
where in the world, in which Dahabshiil boards including at the Humanitarian In-
invests a substantial amount of its profits novation Project (HIP), a research project
each year. Mr Duale is a regular keynote based at the Refugee Studies Centre, Uni-
speaker at international conferences. versity of Oxford and the International
Association of Money Transfer Networks
(IAMTN) which represents Money Trans-
He has spoken about remittances, tel- fer Industry/Payment Institutions across
ecommunications, emerging markets and the globe.

25

THE HORN MAGAZINE | 2015
26

2015 | THE HORN MAGAZINE
27

THE HORN MAGAZINE | 2015 How to Open a
New Restaurant
Many people dream of
opening their

own restaurant.
If you happen to be one
of those people, here is

a step by step guide to
get you started.

28

2015 | THE HORN MAGAZINE

1. Decide on a Restaurant Concept taurant you want to open.
The first step in opening a new 2. Select a Restaurant Location
restaurant is deciding what type of Location, location, location. It can
restaurant it is going to be. Are you make or break a restaurant. Before
looking at opening a high-end fine you run and sign a lease for your res-
dining restaurant? A casual diner? Do taurant location, do your homework.
you have a specific type of cuisine you Is the restaurant location in a busy
plan to serve, such Eritrean, Ethio- area with plenty of foot traffic? If not,
pian, Somali, Sudanes or other type of is there enough parking? Have ten
cuisine? Perhaps you want to special- other restaurants come and gone in
ise in one area, vegetarian or vegan. the same spot? (Warning bells should
Before you move onto step two, you be loud and clear if that is the case.)
first need to define what kind of res-

29

THE HORN MAGAZINE | 2015

3. Choose a Restaurant Name keeping practicality in mind.
Probably the most fun step in opening 8. Write a Restaurant Menu
a new restaurant! Select a restaurant A well-written restaurant menu
name that means something. It can be should be both descriptive, easy to
a reflection of your theme or location read and have a clear, uncluttered
. layout. A few things to avoid on a
4. Write a Restaurant Business restaurant menu include clip art and
Plan too many disclaimers.
There are two important reasons you 9. Stock your Restaurant
need a restaurant business plan. One, Once you have your restaurant design
It helps you see big fat problems in down, you can start purchasing
your restaurant plan, like not a big commercial kitchen equipment and
enough population base or a bad loca- furniture for your dining area and
tion and two, no bank in their right other areas in the front of the house.
mind will finance you without one. To save money, consider buying used
5. Find Solid Financing equipment, as well as leasing certain
Financing issue is the step that stops items. Commercial equipment with
most people from actually opening the energy saving facilities can cost
their own restaurant. Although it is more at first, but usually pay for itself
increasingly harder to get financing in as little as one year.
for a restaurant, it is not impossible. 10. Hire Restaurant Staff
Between banks, small business agen- As you get closer to opening day
cies and private investors, financing is you need to begin hiring for both
possible. But you need to show up to the kitchen and floor. Kitchen staff,
your interview prepared and profes- waiting staff and bartenders are all
sionally, showing potential investors integral parts of any restaurant, and
that you know what you are doing. you want to hire the perfect person
6. Apply for Licenses and Permits for each position.
Many licenses and permits take sever- 11. Get the Word Out About Your
al weeks, even months to be approved. New Restaurant
So as soon as you know you are good Advertising is a must for most new
to go with your financing you should restaurants. Supplement traditional
start filling the paperwork. advertising, such as newspapers and
7. Design the Restaurant radio ads, with new media. Don’t
A large empty space quickly fills up overlook the power of a good website
when you start adding commercial for your restaurant. Use social media
kitchens, walk-in refrigerators, a bar sites like Facebook, Twitter, Instagram
and bathrooms. The design of a res- and etc to spread the word about your
taurant should be a balance between new place.
aesthetics and seating capacity, always

30

2015 | THE HORN MAGAZINE
31

THE HORN MAGAZINE | 2015
32