CEO of NoVisa Foodplug, Samira Issaka, has advised entrepreneurs to be deliberate about identifying their target customers rather than depending heavily on friends and acquaintances to sustain their businesses.

According to the foodpreneur, familiarity can sometimes become a disadvantage in business because people who know an entrepreneur personally may not always treat the business with the seriousness required.

She explained that friends and acquaintances may feel overly comfortable asking for favours, expecting discounts or failing to pay promptly for products and services, creating challenges for business owners who depend on their personal networks for patronage.

“Before I started my food business, I already knew the people who will become my customers and was deliberate about it,” she said in a social media post.

Samira’s comments emphasise the importance of understanding the market before starting a business. For her, entrepreneurs should identify people who genuinely need what they are offering and build strategies around serving those customers.

She further referenced a food business located close to Nsawam, where customers are willing to travel a considerable distance to purchase food. She used the example to demonstrate that customers will go out of their way for a product or service when they believe the quality and experience are worth it.

However, she stressed that separating friendship from business should not become an excuse for poor customer service.

While entrepreneurs may choose not to rely on friends to drive their businesses, they must ensure that their actual customers are satisfied with their products and services.

Her advice comes at a time when many young entrepreneurs rely heavily on their immediate social circles when launching businesses. Although personal networks can provide an important starting point, building a sustainable business requires more than having people you know as customers.

A clear understanding of the target market, consistent quality, good customer service and the ability to attract customers beyond one’s immediate circle can ultimately determine whether a business survives and grows.

For Samira, the lesson is simple: entrepreneurs should not confuse familiarity with loyalty, and they should build businesses around value rather than relationships alone.