Ghanaian Entrepreneur Samuel Shares His Journey in the Pastry Business
Samuel, a Ghanaian businessman based in Dansoman, specializes in pastries and healthy food products. His journey into entrepreneurship began at an early age—he started his first business in Class 4. Unlike many of his peers, he had no interest in working in an office, believing that traditional jobs limit one’s ability to explore and grow.
He pursued Economics at the University of Ghana, Legon, and during weekends, he helped his mother with trading. This exposure shaped his entrepreneurial mindset. After his national service and instead focused on baking, a skill his mother supported and encouraged. With her connections, he was able to introduce his pastries to prominent individuals.
Samuel’s business breakthrough came when a Nigerian friend introduced him to banana bread, which was already popular in Nigeria. He realized that producing banana bread in Ghana had high production costs, but he pushed through. Despite competitors selling their loaves at GHS 18, he sold his for GHS 20, ensuring quality and uniqueness.
His product quickly gained popularity, largely through word-of-mouth recommendations and social media marketing. Platforms like TikTok (which helped him reach nearly 20,000 followers) and Instagram (now nearing 30,000 followers) played a significant role in boosting sales.
Samuel’s father was initially against his decision to pursue the pastry business. He had secured a job opportunity for him, which Samuel rejected in favor of running his own business. As a result, his father did not speak to him for almost a year. However, everything changed when his family faced a financial crisis, and Samuel was able to step in and provide a substantial amount of money from his business earnings.
This event made his father realize that Samuel was making good money. Within a year, his business had grown significantly, leading to a reconciliation between father and son. Samuel credits his education for teaching him how to brand and package existing products rather than just seek traditional employment.
Samuel started his business with just GHS 600, using GHC 800 MTN Quick Loan to boost his capital. He initially made GHS 1,400, which he reinvested to buy a table, a hand mixer, and other essential baking tools. He even had to borrow an oven when he first started.
His sales strategy included selling at Okaishie Drug Lane before incorporating social media marketing, which significantly boosted demand. Now, his business operates through pre-orders, ensuring that every product is freshly baked and delivered straight to customers’ doorsteps. He has a shop with delivery riders, but it’s not a walk-in store—only pre-ordered pickups and deliveries are available.
Today, he has employed several workers, proving that his small idea has turned into a successful enterprise.
Samuel believes the education system focuses too much on training employees rather than entrepreneurs. He urges young people to create their own opportunities instead of waiting for jobs after university. He advises:
- Think outside the box—Had he followed his father’s advice, he wouldn’t have achieved this much.
- Start small and learn—If someone gives you GHS 100,000 without business experience, you will likely lose it. Understanding the fundamentals is key.
- Ignore social media distractions—Many people flaunt their success but hide their struggles. Focus on your own process.
- Build trust in business—He has never taken a loan but has grown his business using reinvested profits. His workers are trustworthy, which has contributed to the success of his brand.
Samuel first discovered SVTV Africa while watching stories of people who traveled to Nicaragua and lost their money to fraudsters trying to get visas to the USA. This reaffirmed his belief that building a strong business in Ghana is possible.
His business, Banana Bread Ghana and Ages Pastries Limited, continues to grow, proving that with dedication, creativity, and resilience, success is achievable in Ghana.
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