Our Story
Abstract:
Tà is a virtual community and digital
marketplace that seeks to revolutionize the African beauty and wellness
industry by helping businesses sell their products to the diaspora efficiently
and easily. According to the International Trade Centre, Africa's beauty and
personal care industry is valued at over $11 billion and is projected to grow at
a rate of 8.5% per year, with hair care and skin care being the fastest-growing
segments. However, African entrepreneurs do not have the means to develop a
brand with the marketplace power to reach a global market, hindering growth in
this industry.
Tà aims to
address this issue by creating a platform that facilitates the exportation of
African health and wellness products. Through partnerships with African beauty
and wellness brands, Tà will provide a variety of products to customers in the
United States and the United Kingdom. The African diaspora in the United States
alone has a spending power of over $1.4 trillion, and UK's Black and minority
ethnic (BME) beauty market is valued at over £3 billion. By tapping into these
markets, Tà, which means to sell in Yoruba, has the potential to make a
significant impact on the African beauty and wellness industry.
Section I: Company, Concept, and Products.
Part A: The Company
Tà
(pronounced, ‘Taa’) is an e-commerce startup that is transforming the African beauty
and wellness industry by helping businesses sell their products to the diaspora
easily and efficiently. Tà is operating in the health and beauty industry, by
offering locally made African beauty and wellness products to African
expatriates. Its mission is to address the logistical issues that African
businesses face when attempting to reach a global audience by creating a
platform to facilitate the export of African health and wellness products.
The
founder of Tà, Motolani Oladitan, is a Nigerian international student at
Syracuse University studying Psychology with a minor in Innovation, Design and
Startups. Growing up, she was accustomed to receiving calls from friends and
family in the diaspora, asking if she knew anyone travelling from Nigeria to
the United Kingdom or the United States who could bring health and beauty
products, like locally made hair extensions or skincare products. When she
moved to the UK at the age of nine due to her worsening Cerebral Palsy, she was
able to stay connected to her Nigerian roots through an expatriate community in
the UK, which allowed her to access the products she grew up with.
However,
when Motolani moved to Syracuse, New York during the height of the Coronavirus
pandemic to pursue higher education, she found herself facing a similar
challenge. As an international student, she was already far from her tight-knit
Nigerian community, and she had to wait for weeks, sometimes months, to access
the products she once took for granted. Unfortunately, this struggle is all too
common for many expatriate communities who struggle to access the beauty and
wellness products they need in their new locations due to logistical and
infrastructural challenges in Africa, as well as exorbitantly high shipping
fees. This is particularly true for students who move to study abroad and later
stay abroad to work.
Similarly,
African businesses face several challenges in accessing global markets,
including a "lack of infrastructure, high tariffs and non-tariff barriers,
and limited access to financing." These issues can make it difficult for
businesses to enter new markets and compete with established players.
Furthermore, a report by the United Nations Conference on Trade and Development
(UNCTAD) indicates that African businesses struggle with visibility in the
global marketplace due to "a lack of knowledge and understanding of
international trade regulations and standards." These challenges are
compounded for students who move to study abroad and later stay abroad to work,
as they may not have established networks or resources to navigate these
barriers.
Oladitan
created Tà to support African businesses in their efforts to access global
markets and grow their operations while keeping the experiences of expatriates
like herself at the forefront of her mind. As for the business structure, Tà
will be headquartered in Dallas, Texas after graduation as a C-Corporation with
one shareholder, Motolani Oladitan. This structure will provide legal
protection for the company and its shareholders while allowing for flexibility
and ease of management. As Tà continues to grow and expand, the shareholders
may consider forming subsidiaries and other entities to further their mission
and impact.
Part B: The service
Tà is the
world’s first online marketplace that offers a variety of products, including
skincare, haircare, body care and makeup products, all sourced from African entrepreneurs.
These products will be carefully curated and tested to ensure their
authenticity and quality and to provide consumers with a premium experience. Tà
will also provide consumers with an immersive experience, allowing them to
learn about African culture and traditions through product information, videos,
and other content.
The primary
end-use for Tà’s products will be individuals in the African diaspora, who are
looking to connect with their roots and access high-quality, authentic African
products. However, Tà’s products will also have significant secondary
applications, as the products appeal to those who value natural, ethically
sourced, and unique beauty and wellness products. Tà’s product mix will consist
of a diverse range of skincare, haircare, body care, and makeup products, with
makeup products generating most of the revenue for the business due to the high
demand for natural and organic skincare products. Tà’s unique features include
its dedication to authenticity, quality, and customer education, as well as its
commitment to empowering African entrepreneurs and promoting African culture.
Tà will differentiate itself from other online marketplaces by offering a
personalized and curated shopping experience that will help customers discover
exciting and new products.
Some
potential drawbacks include potential obsolescence and/or replication of
services and products by others. To mitigate these risks, Tà will continuously
update its product offering and establish strategic partnerships with African-owned
businesses. Additionally, Tà has a significant head start in the market because
of its unique focus on African beauty and wellness products, which are still
relatively untapped in the global market, giving it a unique advantage.
Furthermore,
its carefully curated product selection and personalized shopping experience
coupled with strategic partnerships with African-owned businesses gives us a
substantial advantage over the competition. There are many opportunities for
the expansion of Tà’s product line and the development of related products or
services. For instance, Tà can expand its product line by adding new and
innovative products from African-owned businesses. Tà could also expand into
other areas of African cultures, such as fashion and home decoration, or offer
additional services such as personalized skincare consultations or beauty box
subscriptions, to further enhance its user’s personalized shopping experience.
Tà will take advantage of these opportunities by carefully analyzing market
trends, identifying customer preferences, and revising its product mix to meet
customers evolving needs.