Thirty-two-year-old Shameca Green is passionate about helping young people to start their own businesses. She believes that by providing them with advice to start their own business, they could pursue meaningful occupations and not simply “hang out” on the streets.
Miss Green has been a micro entrepreneur since quitting her job as store clerk ten years ago. In addition to her shop on Pechon Street in Kingston, she also operates a stall at the arcade in Falmouth, Trelawny. And, she employs her young niece and a nephew in her Kingston operation, on a part-time basis.
“You need to encourage young people. You have to show them how to set up a business, how to get a loan, repay it; and how to save. If you sell today, you put down a $2,000; tomorrow you put down a $1000, so when the time comes and the loan is due you can make it up and pay it,” she said.
Based on her experience, she maintains that too many young people are on the road not doing anything; and, they could start a business with a loan and grow their operation. Miss Green, a JN Small Business Loans client, has also provided business advice to her niece who sells jerks chicken back, hot dogs and hamburgers, mainly on weekends.
Recently, Miss Green was requested to make a presentation to a group of young women at the Step Up 4 Armadale Workshop at the Hope Zoo in Kingston. The purpose of that workshop was to assist survivors of the May 22, 2009 fire at Armadale Juvenile Correctional Centre in St. Ann, to develop skills such as becoming entrepreneurs and choosing suitable career paths.
“If the chance comes to give a talk like that again I will, because I want to see young people doing well,” she declared.
When Miss Green started out, her business was limited to selling to her neighbours. Later, she expanded to include employees at hospitals, offices and other locations. However, she soon realised that she could expand her customer base if she purchased her goods from overseas. But, in order to do this, she needed additional funds to invest in her operation. That was when a friend recommended JN Small Business Loan.
“I went to JNBS in March 2008 and applied for the loan and they said yes,” she stated.
She pointed out they were very accommodating, and the process did not take long. That loan, along with additional funds, enabled her to travel to Curacao to buy more items; and since then, she has travelled to Panama, Los Angeles in the United States and China..
Although she has worked hard to grow her business, Miss Green suffered a major setback two years ago when her shop on Pechon Street was vandalised.
“It was rough starting over, because at the time I had just cleared a substantial volume of goods. However, I was able to recover one of the drums and one of the boxes. And, I had to fight to get back on my feet as it was really difficult. I am still trying to get back to that level where I was,” she said.
In addition to that setback, she has had to deal with slow periods. For example, the number of customers buying clothes would decline in late August during the back-to-school period. To ensure her goods did not remain on her hands too long, Miss Green added a wholesale component to her business.
“I realised that when I sold wholesale, products moved faster but the profit was less,” she explained. “Also, when you sell wholesale, the more stock you have that is better because you have more variety. And, when you have variety, people tend to buy more from you.”
Although selling her goods wholesale, the shy but friendly business woman was constantly looking for ways to increase sales. When a friend suggested Falmouth, Trelawny, she decided to take the risk. Hence, for the past eight years, at least once a month on a Tuesday afternoon, she loads her goods on a truck to be transported to Falmouth. Later in the night, she follows by bus and offloads her goods the following morning.
Miss Green’s ability to remain in business has not been solely based on her expansion. Over the years, her customers have come to expect a minimum standard from her and she has worked hard to maintain it.
“I go for original items when I buy. My customers know this and always come here. When I have new stock, they come and they like the clothes I have and the fact that what I sell is often not available elsewhere. When I don’t have new items, they don’t come,” said Green. “The more unusual the dress or clothing item, I find my customers prefer it; therefore, I sell things that are not common,” she added.
Last year she visited China after learning that she could get cheap goods there. However, that trip brought mixed results, as while the items were affordable, she did not enjoy the country and upon her return, her customers were not pleased.
“My customers were also complaining about the goods so I just cut it off. The response was that the quality was not as good, as the clothes didn’t last long so I didn’t bother going back there,” she said.
Commenting on Miss Green’s approach to business, Philip Bernard, General Manager of JNSBL, said, “Miss Green’s ambition and desire to constantly grow her business is commendable. She started out small and continues to expand. Her customers have come to appreciate that the items she sells are unique but fashionable and so they have been loyal to her. She is also very savvy based on how she has innovated to survive when business is slow.”
He also commended her desire to assist young people to start their own operations; saying it shows that she wants success not just for herself; but, also for the wider community.
“We are proud of her and wish her all the best,” he stated.
Miss Green wants a bigger location to sell her wholesale items. However, due to the economy and the slow periods, she is still assessing how she will approach her next expansion.
“I am thinking how I can expand and repay the loan when the time comes. And, I would love to have a bigger operation; but, I have to be careful how I do it,” she said.
