SEND ME: REVOLUTIONISING SIERRA LEONE’S DIGITAL LANDSCAPE AND FUELING ENTREPRENEURSHIP

“Don’t worry about being successful but work toward being significant and the success will naturally follow.” – Oprah Winfrey

In 2019, Emmanuel Lahai founded “Send Me” in Freetown, the heart of Sierra Leone, with a vision that extended far beyond just an eCommerce platform. Growing up with challenges, including financial uncertainty and limited opportunities, Lahai’s drive to overcome these hurdles set the stage for a groundbreaking entrepreneurial journey. Influenced by Robert Kiyosaki’s Rich Dad Poor Dad, Lahai learned that success is often born from solving real-world problems. With this mindset, he set out to address the gaps in Sierra Leone’s eCommerce and logistics sectors.

Initially, “Send Me” began as an idea to connect customers with skilled workers—from photographers to plumbers—who would respond with a simple “Send Me.” However, the realization that many in his target audience lacked the necessary digital literacy led Lahai to pivot. He ventured into importing popular items like AirPods, navigating through challenges, including the COVID-19 pandemic, which disrupted global supply chains. These obstacles became opportunities, as Lahai soon recognized that his efforts were not just about selling products but about building a reliable and comprehensive platform for other businesses.

Reinventing “Send Me” into a full-fledged eCommerce and logistics solution, Lahai addressed the core challenges of Sierra Leone’s market: building trust, offering reliable delivery services, and providing a user-friendly platform in a country where digital transactions were not the norm. The turning point came when Lahai and his team focused on logistics, starting with a single delivery bike and rapidly scaling up operations. Today, “Send Me” isn’t just a service—it’s a lifeline for over 100 local businesses, most of which are led by women, helping them reach customers through affordable delivery and marketing services.

Lahai’s innovative spirit and relentless pursuit of excellence caught the attention of investors, leading to $40,000 in grant funding in 2022. This financial boost enabled “Send Me” to refine its platform, expand its reach, and solidify its position as Sierra Leone’s leading eCommerce and logistics company. From food delivery partnerships with major restaurants to ambitious plans of creating an app that facilitates rapid delivery of goods within an hour, Lahai’s vision is clear: to transform how Sierra Leone engages with digital commerce.

Yet, Lahai understands that success doesn’t come without challenges. From overcoming the cultural hesitancy towards online transactions to pushing for more integrated digital payment solutions, “Send Me” has had to navigate uncharted waters. Lahai’s approach has always been hands-on, fostering relationships with clients and ensuring that their trust is earned rather than assumed. By bearing the initial costs of transactions and allowing customers to pay upon delivery, “Send Me” prioritizes customer experience and builds credibility in an evolving market. Read further to be inspired into taking the first step toward your entrepreneurial dreams.

Overcoming Challenges

Building trust has been one of the most formidable hurdles for ‘Send Me SL’. In a market where customers are wary of online transactions, Lahai implemented a pay-on-delivery model to build confidence. Additionally, the cultural shift required to transition from in-person dining to online food orders has been gradual. Despite these challenges, ‘Send Me SL’ has thrived, expanding its services to include ride-hailing, marketing, and more.

Lahai has not only focused on scaling his business but also on uplifting local entrepreneurs, particularly women-led businesses, by providing affordable delivery and marketing services. These efforts have enabled over 100 businesses to reach their clients more efficiently and grow their operations.

Driving Innovation

The success of ‘Send Me SL’ is heavily rooted in technology. A robust website and a delivery app form the backbone of the business, facilitating seamless interactions between vendors and customers. Lahai’s vision includes further technological advancements, such as the development of an all-encompassing eCommerce app that promises near-instant delivery within cities.

A Vision for the Future

Looking ahead, Lahai is committed to expanding ‘Send Me SL’ beyond Sierra Leone. His strategic plan involves solidifying the brand’s presence in Freetown, extending to other provinces, and eventually reaching neighboring countries. He aspires to establish ‘Send Me’ as a renowned African brand, emblematic of Sierra Leone’s potential on the global stage.

Lahai’s long-term vision is ambitious but clear: a seamless digital marketplace across Africa, where with just a few clicks, goods from local and neighboring markets can be delivered promptly to consumers’ doorsteps. His commitment to not only growing his business but also elevating Sierra Leone’s standing in the global eCommerce space is truly inspiring.

Words of Wisdom for Aspiring Entrepreneurs

For those looking to follow in Lahai’s footsteps, he emphasizes the importance of grit, faith, and an unwavering focus on problem-solving. He advises budding entrepreneurs to identify real-world challenges, develop sustainable solutions, and pursue them with determination. “Starting a business in a developing economy is not easy,” Lahai reflects, “but with hard work, focus, and a desire to make a positive impact, the opportunities are limitless.”

“The best way to predict the future is to create it.” – Peter Drucker

This Too is Africa! Other Entrepreneurs Making Waves

Lahai’s story is a testament to the dynamic spirit of African entrepreneurship, and he is not alone in this journey. Across the continent, innovators like Iyinoluwa Aboyeji, co-founder of Flutterwave, and Temie Giwa-Tubosun of LifeBank are breaking barriers and setting new standards. Aboyeji’s work in financial technology and Giwa-Tubosun’s efforts in healthcare logistics are prime examples of how technology-driven solutions can address critical gaps in African markets, much like Lahai’s contributions in Sierra Leone.

Inspired by Emmanuel? Here are some resources for Aspiring Entrepreneurs that you can check out:

Books

1. Rich Dad Poor Dad by Robert Kiyosaki

2. Zero to One by Peter Thiel

3. The Lean Startup by Eric Ries

Online Courses

• Coursera: Innovation and Entrepreneurship

• Udemy: Entrepreneurship 101: Who is your customer?

Podcasts

• How I Built This with Guy Raz

• The Tony Robbins Podcast

African Entrepreneurship Networks

1. African Entrepreneur Collective

2. Tony Elumelu Foundation Entrepreneurship Programme