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AFRICAN ENTREPRENEURS Moving and shaking in Nigeria’s online environment Uche Pedro is the young PHOTOS: SUPPLIED, LAGOS BUSINESS SCHOOL) and innovative founder of one of Nigeria’s most frequented lifestyle, entertainment and fashion websites. HE HAS BEEN CALLED A Initially it was more a hobby than the website’s vision as “providing relevant ‘pioneer in the Nigerian online full-blown website it has become today. African content online to inspire!” S media space’ and this year Forbes “I had just graduated from the Richard Nkiru Asika, CEO of Enterprise Creative magazine listed her as one of the 30 Most Ivey School of Business at the University Nigeria, a social enterprise organisation Promising Young Entrepreneurs in Africa. of Western Ontario,” she explained in an established to help build capacity and Uche Pedro was raised in Nigeria but interview with Nigerian women’s fashion support small businesses in the creative studied in Canada, and it was there that magazine Ladybrille. “I was resuming sector, has described Pedro as a woman the BellaNaija.com website was conceived. my first post-graduation job with Shell who has “not only developed her own An avid follower of fashion, she would in a few weeks so I had some time off. business, but has also [been a catalyst post interesting fashion-related stories It was never planned. I just started it for] growth in the online media sector in and insights about Nigeria’s fashion spontaneously. Even the name was an Nigeria, while supporting expansion in the personalities on her blog. But, being an on-the-spot decision that blossomed into wider creative industries. Uche represents extremely private person, she wrote what we have today.” a new generation of creative entrepreneurs under the name ‘Bella Naija’. Eventually Pedro revealed herself and that Nigeria sorely needs....” Gradually, Nigerian fashion followers officially founded BellaNaija in 2006. Three When asked to advise up-and-coming picked up on her scanned articles, photos years later she established Bainstone business owners, Pedro says one should and smart commentary and began to Limited, the company under which start by looking inwards to find what makes follow this forward-thinking blogger. BellaNaija operates. She describes the you tick. “There is no fixed career path. My The readership grew exponentially, with advice is to look inwards, find your passion, PHOTOS: LAGOS BUSINESS SCHOOL, SUPPLIED people from the US and UK also visiting find your niche and go for it! Don’t over- the website. Gradually, Bella Naija began Initially it was more think it. While you are ‘thinking’ someone adding other interesting news and a hobby than a might launch your idea,” she says. features, including weddings, music, local full-blown website Here are some other gems that Pedro social events and even an Aunty Bella has gleaned from working in the Nigerian advice column. online space: 30 strategicmarketingafrica Third quarter 2014 30-31 African Entrepreneurs v4.indd 38 2014/06/26 12:15 PM