Hauwa Saleh Abubakar grew up in Northern Nigeria, where tea is more than a beverage; it is a bonding tool, a pleasant pastime and an important part of Northern Hausa/Fulani culture.
Inspired by her love for this part of her culture, she started Maimah’s Cup of Wonders, a bespoke tea business that crafts unconventional tea blends. PiggyVest spoke with her about the place of tea in culture, the challenges of starting a niche business and the importance of self-esteem as an entrepreneur.
Hi Hauwa, please introduce yourself and your business.
My name is Hauwa Saleh Abubakar. I am a writer, poet, journalist and tea maker. I am also an accidental lawyer who never actually practised. I love to be around and create art, and I absolutely love the process of experimenting and creating tea recipes from scratch.
Maimah’s Cup Of Wonders is such an interesting name. What inspired it?
Maimah comes from my middle name, Umaimah. I considered naming it ‘Maimah’s Cup of Magic,’ but Nigerians are too superstitious, so I picked Wonders instead.
When people enter into the food and beverage business, they tend to go for more obvious choices. Why tea?
I have always been a tea lover, and I grew up in a house with a strong tea culture. We usually make a tea brew for the family every morning, which tends to be a favourite even among guests.
At what point did you decide to turn your love for tea into a legitimate business?
When I started making teas, people around me seemed to like them, and I started getting customer referrals from family and friends. I toyed with the idea of starting a tea business but didn’t go through with it until 2021 when I came across a government grant for small business owners; my brother encouraged me to apply.
Even though I didn’t end up getting the grant, I was happy that I started because I enjoy the freedom to experiment that this business gives me.
How did you fund the business without the grant?
My seed money was the little bit of money I saved up from occasional writing gigs.
Have there been any challenges in building your business over the years, especially financial ones?
There have been financial difficulties. I didn’t know how to manage money or even run a business when I started. It didn’t help that I found the tea-making process therapeutic and was a bit more focused on that. I tried to consume business content I saw online, especially in regard to digital marketing, but I struggled to properly manage my finances.
I let people buy my teas on credit, and when they didn’t pay on time, that would set me back. I also didn’t have a job then, so I found it hard to save up whatever I earned, which ended with me having to invest my own money for every new batch of products I made. I wasn’t sure if I was making a profit or not.
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How do you plan and budget for your business now, especially with how crazy inflation has been in the last two years?
When I started, Maimah’s Cup of Wonders was my only source of income, but I eventually got a day job, and that helps with offsetting some of the costs as I grow my business. Inflation has made things much harder because I have to spend more on the creation process. Raw materials like herbs and packing cost almost twice their original prices now, and the tea-making process itself is a lot of work and requires some outsourcing, which you have to pay for.
I am trying to find a balance and keep my prices as stable as I can, considering how bad things are for people already.
How do you find customers?
I get customers from referrals and recommendations, as well as targeted advertising via social media. Quite a considerable number of my customers are returning customers and people who are around me, but Instagram has also helped me locate some loyal customers in other parts of the country.
Would you consider that as your biggest milestone as an entrepreneur?
I consider the number of original flavours I have been able to create my biggest milestone, especially those that were quite unique, such as Agbalumo (African Star Apple Tea).
I don’t hold back when it comes to experimenting with new flavours, and people tell me I am crazy for even considering them, but I always try to see what I can make of local and easily sourced fruits, herbs and spices. I sometimes wish the financial aspect of running my business was as rewarding as the creative aspects.
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Do you have a preferred method of saving?
I prefer to lock up my savings these days until they mature [which you can do with PiggyVest’s Safelock]. This helps me better manage my finances and also removes unnecessary spending.
Are there any lessons you have learned from your work as an entrepreneur that have improved your relationship with money?
I have learnt to see the value of money better because I know what work I put into my teas. I fix the price I believe is appropriate to compensate for everything even if people complain about the cost.
My teas range from ₦2,500 to ₦4,000 (with ₦3,500 being the highest before inflation and the majority going for ₦2,500 apart from the unique flavours), but people will complain about the prices ignoring the richness of the teas and the huge amount of work and money that goes into producing them.
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I learnt a lot about myself, such as how my self-esteem affected how I did business in the past when I undercharged for my products to make others comfortable. I have become more confident and have improved my money management skills. I find it easier to charge for what my work is worth; I don’t compromise on my value anymore.
Do you have a long-term savings or investment strategy for growing Maimah’s Cup of Wonders into a bigger, more financially resilient business?
What works for me right now is trying my best to reinvest my profits back into the business. It is a bit easier now that I have a job. So, I use the money from previous sales to buy new materials I need for the next batch instead of spending it on something else.
Are there any financial decisions you have made as a small business owner that you are very proud of?
I think the best financial decision I have made so far, apart from investing back into the business, is making my teas in bulk at the beginning of the year. This is something I started last year, and it really made things easier. It’s better than doing them in batches every few months. I also learnt how to outsource some tasks better, which reduced the workload for me and made me more productive.
Were there any financial mistakes you made at the beginning of your journey as a tea maker that you wish you could correct now?
I made a lot when I was starting, but the one I want to mention is giving a lot of free teas to people and also giving a lot of products on credit.
What financial tips would you like to share with other young entrepreneurs who want to build a financially sustainable business?
It can be difficult, especially in this economy, but try not to give things on credit. It may seem scary not to, especially when you are starting, but remember that the people who want it will buy it — no special treatment needed.
Also, never compromise on your price. That’s not to say, don’t give discounts or free things to people you want to, but understand that the value you place on your products is what others will see. If you often undercharge yourself and compromise on your price, people will take advantage of that.
Try to be as original as possible. Find your business voice and use it. I like to add a personal touch to my orders, such as handwritten notes and small gifts, such as snacks.
Community also matters. I try to learn from other tea makers I come across when I make mistakes with my teas or need to talk about specific things. Treat people in the same business as my community instead of treating them as competition. That will take you very far.
