Dr Esther Muchemi's entrepreneurial journey is one that resonates with the power of resilience, vision, and sheer determination.
Muchemi’s meteoric rise to success is nothing
short of inspiring.
She started with a small shop in Nairobi’s Central Business District (CBD), which grew in leaps and bounds to become a conglomerate that has inspired many and given jobs to hundreds.
“I was doing well in my shop, selling typewriters and faxes. I was also a dealer of another telecommunications company, and I had lots of customers at the time,” Muchemi recalls.
It was on a typical day at her shop in Nairobi CBD that Muchemi's lady luck came knocking in the year 2001.
“I was just seated in my shop when a man whom I came to learn later was Hussein Mohamed approached me and asked me to become an exclusive dealer for Safaricom. After consulting my staff, my journey with Safaricom started," she said.
Hussein Mohamed at the time worked as a marketing official for Safaricom.
He is the same person who was recently elected the President of the Football Kenya Federation.
"When the telecommunications sector was starting in the early 2000s, being a dealer entailed selling scratch cards and SIM cards. A SIM card cost Sh2,500 and the least airtime worth Sh500," Muchemi said.
As a trained auditor and salaried partner in one of the top audit firms, Muchemi was no stranger to the world of business.
Breakthrough moment
The early days were tough. Safaricom was a new player in the market, and the challenges of securing customers and building a distribution network were daunting.
Muchemi, however, was not deterred. With limited resources and a single shop, she adopted an innovative approach.
Instead of waiting for customers to come to her, she narrated how she went out to them, recruiting over 60 salespeople to help distribute Safaricom’s products.
This strategy of direct sales, which was unheard of at the time, quickly set her apart from other dealers.
“We didn’t have much to start with. We didn’t even have a big budget for marketing,” Muchemi said.
“But I believed in the product, and I knew that if we worked hard enough, we could build a customer base.”
She explained that one morning, however, she went to work only to find that her salespeople had been poached.
After making several calls to her siblings and husband, she came to the conclusion that she would recruit other salespeople.
This came about as a blessing in disguise as the new team put their loyalty on her.
Her dedication and hard work paid off when she became one of the top-performing Safaricom dealers.
Muchemi's ability to build trust, manage relationships, and scale her operations allowed her to rapidly expand her network and grow her business.
Soon, she was a key player in Safaricom’s success story.
“My success as a dealer wasn’t just about selling a product,” Muchemi explained.
“It was about understanding the market, finding innovative ways to reach customers, and providing excellent service. Safaricom trusted me with their brand, and I didn’t take that lightly.”
Success story: From dealer to industry leader
Muchemi’s success in the telecommunications sector led to a remarkable transformation.
She didn't just stop at selling airtime and mobile lines; she diversified her business, expanding into retail and wholesale operations.
She became the backbone of Safaricom's distribution network, and it was clear that her influence was pivotal in their success.
Her loyalty to Safaricom, paired with her innovative strategies, allowed her to build a robust business empire.
She was one of the first dealers to become exclusive to Safaricom, which only strengthened her relationship with the company.
The trust she had built over the years earned her an even more significant role within the telecom industry.
But it wasn’t just Safaricom that benefited from Muchemi's entrepreneurial prowess.
Her business acumen, combined with her leadership, allowed her to expand into other sectors.
Today, Samchi Group includes a diverse range of companies, from telecommunications and real estate to hospitality and agriculture.
Diversifiction and resilience: Building a business empire
The key to Muchemi's success lies in her ability to diversify and adapt to the ever-changing business environment.
While her initial focus was on Safaricom’s products, she soon recognised the need to create a broad distribution network to mitigate risks.
By opening numerous shops across the country, she decentralised her operations, ensuring that no single setback would bring her entire business down.
“We understood that the business environment could change at any moment. To be truly successful, I knew we needed to spread out and diversify,” Muchemi said.
In addition to telecom, Muchemi ventured into real estate, acquiring small plots across the country.
Her company also entered the hospitality industry, even acquiring two event management companies in 2019, just before the COVID-19 pandemic hit.
Despite the challenges that followed, Muchemi’s foundation was strong enough to weather the storm, and her company quickly adapted to the changing landscape.
Her ventures into agriculture, particularly in mechanised farming and contract farming, have also paid off.
The growth in this sector has been remarkable, and Muchemi believes that the future of agriculture holds immense potential, especially as the industry increasingly embraces mechanisation.
“The country’s agricultural sector holds great promise. I’m passionate about supporting the shift to modern, mechanised farming. It’s an area where we can create both jobs and opportunities for growth,” she said.
One of the key principles that has guided Muchemi’s business journey is her unwavering loyalty to those who believe in her.
From her early days with Safaricom to the expansion of Samchi Group, Muchemi has built her empire on the foundation of trust.
She recalls how Safaricom believed in her when she had nothing to show, a sentiment that has stayed with her throughout her career.
“Trust is everything,” Muchemi says with conviction.
“It’s the cornerstone of every relationship I’ve built in business. Safaricom trusted me when I had very little to offer. That’s why I’ve always remained loyal to them.”
Her ability to nurture relationships, whether with business partners, employees, or customers, has been integral to her success.
Despite the many challenges she has faced, Muchemi credits her ability to work with and empower others as a core factor in her rise to the top.
Beyond the financial success and recognition, Dr Muchemi is committed to giving back to the community.
She has written two books, Give Me My Mountain and a related workbook, to share her experiences and the wisdom she has garnered over the years, and Springs of Water, an "how-to" book.
These books have become a source of guidance for aspiring business owners and young women looking to make their mark in the business world.
Muchemi’s story is a testament to the power of perseverance, adaptability, and the importance of building lasting relationships.
From a Safaricom dealer with a single shop to the CEO of a thriving business empire, her journey serves as an inspiration to all who aspire to turn their dreams into reality.
