Jencare Skin Farm has been totally transformed since opening its doors 21 years ago! And owner Jennifer Samuda has seen many changes over that period, especially relating to women in business.
"When I started this business in the 1980s, people did not recognise or have as much respect for an entrepreneur as they do today. Instead, people looked forward to working for someone and did not strive to start their own businesses. Nowadays 'entrepreneurship' has become a buzz word," she said.
Samuda believes that her pioneering work has made it easier for women to start their own businesses in Jamaica, especially because her company is considered successful. Today, in addition to the Day Spa in Kingston, there are branches in New York, Miami and Trinidad. In fact, the Miami Day Spa has been relocated to Pembroke Pines, with the addition of state-of- the-art equipment for the comfort of the many loyal clients. And, in recognition of these outstanding achievements, Samuda and her team have been honoured by several organisations and hope to add another award as a nominee in the category of Women in Business in the 2010 NCB Nation Builder Awards, to be announced on Tuesday, October 19.
"People who aspire to operate a business like mine might see the company as it is today - with its imposing buildings and luxurious facilities - and think that it was always operating at this level. I started Jencare part-time 27 years ago in my kitchen, while I worked full-time. So there were many sacrifices that my family and I had to make to reach where we are today," she noted.
Be creative and innovative
Samuda explained that whereas she was fortunate in that she had an income from her full-time job and could reinvest the earnings from the company in the first six years, the average person today - in the current economic climate - might not have the resources to start a business. But she stated that they should not be daunted; instead they should try to be creative and innovative in their approach to business.
"A successful entrepreneur - whether female or male - has to be prepared to do what it takes to make the business work, bearing in mind that a company cannot be run successfully from a distance. The owner must have a 'hands-on approach' in order to ensure that the quality of service provided surpasses the clients' expectations - as has been the hallmark of Jencare," she said.
According to the veteran businesswoman, the owner of a business must be thoroughly conversant with the field of choice.
"You must be committed to and believe in the business idea. Be an expert in that field through research and continuous learning," she advised.
"Unfortunately, my observation is that some women tend to want to run a business from a distance once they think it has been established. But I believe that when you no longer want to be personally involved, you should give it up," she said.
Be prudent
Samuda said one of the elements of success in business is to be prudent and careful with respect to spending. She warned that the mistake many business operators make is to think that cash flow is profit. "You must be careful about how you spend the income, bearing in mind that profit is the amount which is left after all expenses have been paid, and should be put back into running the business," said the former auditor of 15 years.
This pioneer businesswoman said she has been very careful in the steps she has taken to grow her organisation over the past couple of decades, describing herself as a "slow walker", who makes sure that she is fully prepared for the next phase of organisational development. She emphasised that she does not operate her business on a trial and error basis.
"If you fail to prepare, prepare to fail," she warned.