by Tubosun Aliu
For an aspiring entrepreneur, one challenge in the journey to starting your first business is the
question, “Where do I begin?”
There are no simple answers to this seemingly simple question, as starting from the very beginning is
the only way. There are no shortcuts on this entrepreneurial journey and you have to spend time,
intellectual resources and perhaps tap into your social capital to get started.
However, in order to make this journey easier, the important question that an entrepreneur needs to
constantly ask himself/herself is “Why am I doing this?”
Starting and owning a business takes a lot of time and energy, and can be physically, emotionally and
psychologically challenging. You might have to spend hours studying and researching, finding the right
location, technology, people, and working out your strategy, marketing plan, operational plans, etc.
This would eventually take its toll on you and you will most likely get to that point where you ask
yourself, “Why am I doing this again?”
Having an answer to the question of “why” is one of the things that would keep you going and push
you beyond that critical point when your momentum seems to be failing. When you successfully cross
this line of doubt, you become almost unstoppable!
The question then is to define what is important to you and the motive behind your wanting to start a
business. Yes, a lot of folks will say “of course, it’s to make money”, and I agree that making money in
business is very important and making profit is extremely critical. But the fact of the matter is that
there are a million and one ways to make money and a million and one businesses that you can do to
help you achieve that purpose, but you chose this particular business! So why this business and not
The “why” behind your business is the motivation that keeps you going. This might be expressed in a
mission statement or might just be a strong conviction of how you believe you can bring about
positive change in the society, or improve the quality of lives of your target customers or even
Whether it’s a slogan or your core mission statement, this will be your strength on your journey and
ultimately continue to keep you fired up!