At the various educational institutions across Ghana, a silent revolution is taking place, one driven by resilience, creativity, and the unyielding spirit of young entrepreneurs determined to survive and also carve out a future for themselves.
Among these trailblazers is Justina Fafa Dogah, a student at the University of Ghana and an entrepreneur whose business sense is proving that self-reliance is not just an aspiration but a necessity in today’s economic climate.
Faced with the burden of financial dependency, Justina turned to business, not just to meet her needs but to challenge the norm and promote African identity through fashion. Like many students, Fafa started university fully dependent on her family for financial support. However, by her second year, she realized that this dependency came with limitations. The desire to break free from economic constraints, coupled with a need to engage in something meaningful, led her to entrepreneurship.
But she was adamant about not following the crowd. Instead, she sought divine guidance and a unique business idea. Her answer came unexpectedly when a neighbor introduced her to handcrafted African bags. The moment she saw them, she knew students would love them. The bags were not just stylish and affordable, but they also promoted the “Wear Ghana” initiative. With no two bags being the same, Fafa knew she had found her calling.
Building a Business Amid Academic Demands
Fafa’s entrepreneurial journey was unconventional. Unlike many students who create a clear separation between school and business, she intertwined the two. Her bags went everywhere with her, to lectures, study groups, hostels, as well as advertisements on digital platforms like WhatsApp.
There was no distinction between when she was a student and when she was a businesswoman; she was both at all times. This approach paid off, as students became her primary market, and her business grew through word-of-mouth and direct interactions. “I took my bags to class, group studies, door-to-door, and WhatsApp transactions because the students were my target market. There was no in-between for me and not once can I say that I had flanked a paper due to my business. I just did what I had to do when I had to and I succeeded in both”, she explained.
But her journey was far from easy. One of the biggest challenges she faced was supply inconsistency. The handmade nature of the bags meant that production was slow, and as a small-scale entrepreneur, she could only restock after selling a significant portion of her inventory. This often resulted in delays, leading some customers to lose interest or seek alternatives elsewhere. Still, Fafa remained undeterred, knowing that consistency and quality were key to long-term success.
Despite these challenges, she managed to balance schoolwork and business effectively. She never failed an exam or missed an academic deadline due to her business activities. Her ability to maintain this steadiness is a testament to the discipline and dedication that student entrepreneurs must cultivate to thrive in both arenas.
Personal Growth Through Entrepreneurship
Beyond the financial benefits, Fafa’s business journey has been a profound learning experience. She has developed essential entrepreneurial skills, including time management, financial planning, and marketing. Every sale, every conversation with a customer, and every decision regarding her stock has contributed to her growth.
Running a business has also boosted her confidence and self-esteem. Knowing that she can generate income independently and meet her own needs has been empowering. She no longer feels constrained by financial dependency and is now more assured of her ability to navigate the future with resilience and creativity.
Looking ahead, Fafa has ambitious plans. She aims to expand beyond the University of Ghana and tap into the corporate market. Already, some National Service Personnel have started purchasing her bags for work, signaling a growing demand beyond the student population. But she doesn’t plan to stop there. Her vision is to build a brand that transcends Ghana and eventually Africa.
For too long, African markets have been dominated by foreign brands. The 2023 Brand Africa 100 report highlights that non-African brands occupy the top positions in consumer admiration, with Nike, Adidas, Samsung, Coca-Cola, and Apple being the top five brands. In contrast,
African brands collectively hold only a 14% share of the top 100 most admired brands. This trend, Fafa hopes to reverse by exporting African products to the world. “I’m also looking forward to building a brand out of this in the coming years, one that would transcend the borders of Ghana and even Africa. We’ve been importing their brands for so long, I hope we can export ours now”, she said.
Youth Entrepreneurship as a Survival Tool
Fafa’s story is more than a personal success; it reflects a larger movement among Ghanaian youth. In a time of economic uncertainty, where traditional job opportunities are limited, many young people are turning to entrepreneurship not just as a passion but as a means of survival. From selling clothing and handmade accessories to offering digital services, today’s students are proving that innovation and adaptability are key to thriving in challenging times.
Her story is a testament to the fact that entrepreneurship is no longer just a post-graduation consideration; it is an active solution for students who refuse to be crippled by financial limitations. It highlights the resourcefulness of young people who, rather than lament the lack of opportunities, create their pathways to success.
But Fafa also offers a crucial piece of advice to aspiring entrepreneurs: “Excellence should never be traded for a quick way to make money”. Understanding the product, maintaining quality, and ensuring customer satisfaction are what sustain a business in the long run. She believes that longevity in business is built on trust and reliability, not shortcuts.
Justina Fafa Dogah’s journey summarizes the essence of modern student entrepreneurship, a blend of necessity, creativity, and resilience. Her story is an inspiring example of how young people are taking charge of their futures despite economic hardships. She has not only found a way to sustain herself financially but has also laid the foundation for a business that could one day put Ghanaian craftsmanship on the global stage.
Her experience underscores an important lesson: success is not about having resources handed to you but about making the most of what is available. The ability to identify opportunities, remain consistent, and deliver quality products or services is what separates successful entrepreneurs from those who merely dream. As Ghana’s youth continue to navigate an uncertain economic landscape, Fafa’s story serves as a beacon of hope and a challenge to her peers. If she can do it, so can they. And in doing so, they may just redefine the country’s entrepreneurial landscape for generations to come.
BY: JOSHUA NARH
