How I Started My Business.
My name is Adaora Mbelu-Dania. I’m a director at Trellis Group. Trellis group is a group of companies in the brand development and experiential marketing space that has worked on several projects across various industries, with brands such as Microsoft, Google, Sterling Bank, Union Bank, Lagos State Government, Nokia, Diageo, Absolut.
I’m also the founder of Socially Africa, a foundation that gives back to the community through several initiatives. In 3 years, we have executed one of our projects “Art For A Cause” in 15 schools across Nigeria, Impacting over 8,000 kids. We’ve also run our code classes for teenagers, teaching basic programming to 80 teens. We have given out 1,000 Love Boxes, Hosted 2 food drives, and launched our volunteer platform, The Amber Circle. Socially Africa is more than an NGO, we are a movement teaching young people how to give back.
Prior to forming Trellis Group, I worked as a content director on the following projects – United Nations World Tourism Conference, Nigeria Centenary Awards, International Conference On Peace & Security. I also worked as the project manager for Freemantle Licensed TV Shows, Nigerian Idol and Nigeria’s Got Talent, where I was responsible for managing various aspects of the show – business, brand, and production. I was also the Corporate Communications Manager for OSMI during the 2010 World Cup where I managed all communications on the broadcast rights for Nigeria. Prior to moving to Nigeria, I was a Credit Analyst at Citigroup, where I received an award for outstanding sales, and team spirit.
I believe in sharing my knowledge, and also helping teams operate at optimal capacity. I currently conduct brand and productivity trainings through Trellis School Of Decisive Advantage. When I’m not busy being an Entrepreneur, I am busy helping people discover and live a purpose driven life via my social media platforms, and my alter ego “Lumina” who is a Rapper and Poet.
She shares how she started her businesses with Woman.NG
FROM HAVING AN IDEA TO STARTING YOUR BUSINESS, SHARE YOUR JOURNEY WITH US
I started my business to solve a problem that I identified in the creative sector. When I first moved back to Nigeria, I found that a lot of creative people did not have the skill sets to monetize their creativity. Hence, I started off helping people structure their ideas, and create sustainable products/projects that would allow them monetize and build something that made them truly proud. In the process of doing this, I started to help brands find innovative ways to engage with their consumers, and tell their brand stories. Over the years, our business has evolved into what is now the group structure.
WHY DO YOU LOVE WHAT YOU DO? THERE ARE SO MANY OTHER BUSINESSES YOU COULD HAVE EXPLORED, WHY THIS?
My focus is to help people find clarity, and position their lights in such a way that it impacts other peoples lives. It sets off a ripple effect of impact and positivity. For me, the ultimate thing is to help others succeed, and this is what my business is built around. It is called “Trellis” because a trellis is a wooden or metal framework that holds plants in place to receive adequate sunlight and nutrients for growth. This is the same way that our business operates – we are a framework for businesses and individuals.
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