How Poor Strategy Ruined My First Business

 

It’s Business Wednesday: Let’s Talk About Failure (Because It Happens) and while I’ve shared a lot of wins from my businesses, today I want to do something different.

I want to take you behind the scenes of one of my failed business ideas.

Not just what failed…

But why it failed.

And more importantly:

If I started it again in 2026… would it actually work?

Because here’s the truth no one really talks about:

Failure in business is not the end.

Sometimes, it’s just:

• bad timing

• poor strategy

• lack of visibility

• or simply… not understanding your market

And if you’re honest enough to learn from it, failure can become one of your greatest advantages.

The Business Idea: Ankara Ready-to-Wear

I was about 22.

Fresh.

Ambitious.

Confident… maybe a little too confident 😅

My idea?

To sell ready-to-wear Ankara outfits and fabrics in the UK.

And in my head, it made perfect sense.

Because I had already tasted success in business.

My First Taste of Business (And Why I Thought I Was Ready)

When I was around 18, I had a little side hustle.

I would come to the UK on holiday, buy clothes from places like:

• Primark

• New Look

• H&M

Things that were cheap here…

And resell them in Nigeria.

A £1 Primark top?

That could sell for so much more back home.

I sold them at £7 or more. 

And the funniest part?

I used my holiday allowance to fund the business…

Then still sent my parents a list of “things I needed” for school so they’d buy them anyway 😅

So technically…

I was winning .

And because of that success, I told myself:

“I already know how to sell.”

“This will be easy.”

But business has a way of humbling you.

Where It All Went Wrong

I invested properly this time.

• Bought beautiful Ankara prints

• Spent real money 😭😭😭

• Had real confidence

I was ready.

Or so I thought.

Because when it was time to sell…

I didn’t sell a single piece.

Not one.

Not even to pity buyers 😅

Why My Ankara Business Failed

Looking back now, it’s actually very clear.

At the time, I didn’t have the language for it.

Now I do.

1. I Didn’t Understand My Market

In Nigeria, demand was obvious.

In the UK?

Completely different.

At the time:

• Fewer Africans in my immediate environment

• Different buying habits

• Students (like me) were not prioritising £20 fabrics

I assumed demand instead of validating it.

And assumption is expensive.

2. I Had No Marketing Strategy

Let me be honest.

I wasn’t marketing.

At all.

• I wasn’t posting online

• I wasn’t promoting

• I wasn’t leveraging community

• I wasn’t even talking to aunties in church (which, let’s be honest… is premium marketing 😂)

I just thought:

“If I have it, people will buy.”

That’s not how business works.

Visibility creates curiosity.

Curiosity creates demand.

Demand creates sales.

Without visibility?

Nothing moves.

3. I Wasn’t Wearing My Product (No Sexy African Queen Vibe 😂)

This one is painful… because it’s so basic.

If you don’t wear your product…

Why should anyone else?

People need to:

• see it

• feel it

• imagine themselves in it

No visibility = no trust

No trust = no sales

4. I Bought Too Much Stock

This is where confidence turned into loss.

I went all in.

• Bulk buying

• Large quantities

• Big vision

But no proof of demand.

That’s how you end up with inventory sitting in your house for years.

(Yes… I still have those prints 😭😂)

5. My Pricing Didn’t Match My Audience

£20 might sound reasonable.

But for my audience at the time?

It wasn’t.

I didn’t ask:

• Who exactly am I selling to?

• What is their disposable income?

• What feels comfortable for them to spend?

Pricing without understanding your customer is guesswork.

And guesswork in business is dangerous.

Would This Business Work in 2026?

Honestly?

Yes.

But not the way I did it.

Today:

• There are more Africans in the UK

• Cultural fashion is more accepted and celebrated

• Social media gives free visibility

• Identity-driven fashion is more valuable

But the execution would have to change.

What I Would Do Differently Now

• Start with small, curated drops

• Build a brand, not just a product

• Use social media intentionally

• Collaborate with influencers and creators

• Wear the pieces consistently

• Test demand before scaling

Same idea.

Different strategy.

Different outcome.

The Biggest Lesson I Learned

This failure changed how I do business forever.

And the biggest lesson?

Never invest heavily before validation.

How I Do Business Now (OZ Eats)

When I started OZ Eats, I moved differently.

• I started with just £20

• Used what I already had

• Tested demand first

• Reinvested profit

Now?

• I don’t pour personal money into ideas

• The business funds itself

• Growth is intentional, not emotional

And that difference?

Came from failure.

If You’re Starting a Business, Read This Carefully

Before you start anything, ask yourself:

• Who is my target audience?

• What problem am I solving?

• Where are my customers?

• How will I reach them?

• What are they actually willing to pay?

And most importantly:

 Start small.

Test.

Learn.

Adjust.

Then scale.

Final Thoughts

If your business failed, it doesn’t mean:

• You’re not good at business

• The idea was bad

• You should give up

Sometimes…

You just didn’t know what you know now.

And that changes everything.

If you enjoyed reading this, check out Business Wednesday

 

With love,

A business owner (Ayo😎)