Ngowi got his first taste of business at 15 when as a high school
student he started selling top-up vouchers. Mobile phone companies like
Vodacom, Tigo and other had only just established operations in the
country and the only place to find recharge vouchers were in the
shopping malls and exclusive phone shops. There were very few
distributors or super dealers in Arusha, a mid-sized commercial city
that serves as the gateway to the northern circuit where Ngowi lives.
Ngowi noticed that most people in his neighborhood who wanted to top-up
their phones had to travel significant distances to buy airtime.
Spotting opportunity, Ngowi raised Tsh 50,000 (about $50) from his
mother and bought top-up vouchers from the big dealers. Since he was
still in high school and couldn’t devote much time to the business, he
mobilized fuel station pump attendants in the local community to sell
the vouchers. He made a small margin on each sale and kept at it for the
next two years.
“It was a business on the side, nothing serious,” he says in
retrospect, “but I loved the fact that I was making money and I was
becoming a bit independent. The very foundation of the little success
I’ve achieved was formed during those years. I learned about profit and
loss, about margins, about marketing and hiring the right people– I
learned so many things at that stage.”
When he finished high school, Ngowi took a gap year before going to
the university. The mobile phone revolution was in its infant stages,
and phones were still relatively expensive. Young Tanzanians like
himself wanted to own a phone but couldn’t afford the exorbitant price
tag on the locally available ones. It was during this period that he
made a leisure trip to Asia and discovered trendy yet inexpensive
phones. Spotting yet another opportunity, he took an $1,800 loan from
his mother and started making regular trips between Tanzania and Hong
Kong, buying mobile phones and accessories from low-cost manufacturers
and selling them to the Tanzania’s gadget enthusiasts.
“Before long, we were making a lot of money. I was only 18 and a half
years old at the time but I was doing an annual turnover of $150,000.
Life was good.”
It was during his frequent trips to Hong Kong and China that he
discovered solar panels and learned about renewable energy for the first
time.
Tanzania has critical energy infrastructural challenges. At the time
of Ngowi’s frequent Asian trips, the national power grid coverage in
Tanzania was only about 10%. Most companies, government agencies and
wealthy families depended heavily on generators.
“The electrification issue was a major one and I just figured out
that Tanzanians might be receptive to an alternative energy source,”
Ngowi says as he sips his drink.
There was opportunity, and Ngowi wanted to delve right in, but his
parents insisted that he completed his education. Ngowi comes from a
family of academics. Both his parents are lecturers, and their orders
were crystal clear.
“Right from the time I started the Recharge voucher business, my
mother told me that I had to complete my education. Dropping out of
school was not an option, and she made it clear from the beginning,”
Ngowi says.
At 19, Ngowi had to abandon his business and carry on with his
studies. He had already become fascinated with China and solar energy.
With some of the money he had accumulated from his business, he enrolled
at the Denzhou University in China where he studied renewable energy.
It was a perfect marriage. He was already in love with China, and
curious about renewable energy and the prospects it offered in his
native home.
While at Denzhou, Ngowi started an informal exporting business. He
had previously built relationships with a few friends in the
construction industry so he had a lot of orders from them.
“It was a fairly interesting experience. Everyone knew you could get
things at more affordable prices. Builders here in Tanzania wanted
everything from tiles to building materials- and they wanted it on the
cheap.” At that time, there weren’t as many people making frequent trips
to China as there are today, and as the word spread, many builders and
traders in Arusha would send Ngowi money to purchase materials and other
goods for them. He’d purchase the equipment, load it in a container and
send it down to them and made his margin.
“That’s how we built capital in the business.”
By the time he had finished with his studies, Ngowi had built up
enough capital. He loaded his own consignment of solar and thermal
equipment, and armed with his bachelors degree in renewable energy, he
headed back to Arusha to set up his own business.
“The first store we opened was very small but it was in a good
location. We marketed ourselves aggressively- marketing our products to
schools, governments, hospitals and just about everyone else- convincing
them to use our solar panels,” Ngowi explains.
It was not easy at the beginning. Solar was a relatively new energy
source to the vast majority of Tanzanians and so business was not moving
as rapidly as he had hoped.
“For the first few months, sales were very slow.” Ngowi recalls that
during his low moments, he sought solace in his mother – a woman he
describes as the most powerful force in his life.
“She just kept me going, always giving me words of encouragement.
There were times I felt like I was in the wrong business, and I just
thought I should count my losses and back out. But Mama asked
me to continue. Sometimes it’s very important that you have someone who
believes in you,” he says with philosophical flair.
Ngowi kept marketing his business, sending proposals to everyone he
could think of. With time, and as the media championed the cause for
alternative energy sources, business began to pick up for Ngowi.
His company, Helvetic Solar was the only company based in Arusha
offering solar products. “Whoever needed solar in Arusha had to come to
us. Our other competitors were in Dar Es Salaam, but it’s a distance
away. We had the market.”
Business picked up tremendously for Ngowi from 2007. As his company
installed solar panels and related products for smaller clients, the
word spread across to contacts everywhere. Soon, government agencies,
Non-Governmental Organizations and multinational corporations started
asking Helvetic Solar to provide them with solar products.
It’s been on a growth path ever since. In 2011, the company did $2.8
million in revenues, then $6.8 million in 2012. The company is in line
to do $10 million revenues this year. Some of Helvetic’s major clients
include the United Nations, the Tanzanian Army, WorldVision, and the
Lutheran Church, among others.
Ngowi is expanding outside Tanzania. Helvetic now supplies solar to a
number of government institutions in Rwanda. “It’s great for us because
neighboring governments issue tenders, and they look at your portfolio
and the clients you’ve catered to, and they see we’ve got a good track
record and excellent products. So it’s easy for us to get awarded
contracts,” Ngowi explains.
While Ngowi has made a small fortune in renewable energy contracting
–an estimated $5 million, he is reinvesting his fortune in real estate
and tourism. He owns stakes in a couple of hotel lodges in Arusha, and
he’s expanding his property portfolio. His success has earned him a
number of accolades. KPMG East Africa named Helvetic Solar Contractors the Fastest Growing and Number One Company
in a survey of the Top 100 Mid Sized Companies in Tanzania for the year
2012 – 2013. Ngowi was recently nominated for Africa’s Young Person of
the Year award by The Future Awards – a popular annual award that has been referred to as the ‘Nobel prize for young Africans’.
Ngowi laments the difficulty in accessing funding as the biggest
challenge in doing business in Tanzania. “It remains a key problem
simply because most of our financial institutions require collateral,
and usually you have to oversecure your loan. Sometimes you’re over
securing by 65%- 70%. It’s not easy,” he says.
“I wish we could have a proper banking structure where you could get
funds based on the contracts you’ve been awarded. Also, there’s a
massive infrastructure deficit – and skill. I deal with electrical
engineers and you need to change into solar engineers and the skills are
very difficult to get here so sometimes you need to import them,” Ngowi
adds.
But challenges aside, Ngowi is motivated for even bigger success. He
plans to make Helvetic Solar a $100 million company within the next five
years. And Ngowi, a devout Christian who credits much of his success
to divine providence, tells me it’s very possible. “If God has brought
me this far, I know he’s going to take me there,” he says
matter-of-factly.
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