From navigating the challenges of running businesses in Nigeria to consulting for firms in the UK, Adaeze Onwubiko has built a career defined by innovation and strategic foresight. Her journey bridges continents, sectors, and industries, reflecting a rare combination of management acumen and entrepreneurial grit. Along the way, she has turned obstacles, like relocation, business closures, and a global pandemic, into stepping stones for growth and impact.
In this interview with Rita Oyiboka, she shares her journey, insights, and advice for aspiring entrepreneurs.
Can we meet you, ma?
My name is Adaeze Onwubiko. I’m currently a management executive in the health sector in the United Kingdom.
Can you take us back to your educational journey and how that translates into your career path today?
First of all, I studied English at a first-degree level. That was my starting point. When I graduated, I began working as a monitoring and evaluation officer in an NGO in Nigeria, and that was actually where my management skills started. Later, marriage brought me to Asaba, Delta State, and I gave birth to my first child. I stopped working at that time.
While I wasn’t working, I ran a business from home, and I think that’s actually where my entrepreneurial journey began. I already had management experience before going into business.
When COVID struck, I already had a small business, and that was when I needed to get people on board, business owners included. Because of my management background, I could manage them effectively. From there, I kept learning. In 2022, I moved to the UK to study International Business Management. After that, I returned to my career as a management executive, but I also continue working with business owners as a consultant on the side.
Do you have a business of your own currently?
I would say no, but I used to.
Can you tell us about the business you used to have?
I used to run a car hire business in Asaba, a big one, renting Prados, buses and Siennas cars for all kinds of events, sometimes coupled with security services if required. I also ran a popcorn shop on the side.
Why did you stop? Did it have to do with your relocation?
Yes, in a way. I went back to school, so I wasn’t present on the ground. Managing everything from afar wasn’t working. When I arrived in the UK, I initially tried to manage it, but it was too challenging. I could always restart if I wanted to. However, because of my consultancy side gigs while studying, I decided to go full-time into business consultancy and left the buying-and-selling business behind.
Do we know any of the businesses you have worked with as a consultant in the UK?
Yes. I have worked with MD & C Consulting, among others.
If you compare the business space in the UK and Nigeria, what are some disparities and common issues in both markets?
That’s a tricky question. In the UK, e-commerce thrives. People sell more on platforms like Amazon and eBay. In Nigeria, it’s not e-commerce-friendly; it’s more of a social media space. People sell on Instagram and Facebook rather than official e-commerce platforms. Visibility is a major struggle, and without it, sales are slow. That’s where community platforms become very helpful.
Can you tell us more about the Asaba Vendors Hangout and business community? What inspired it, and how is it helping businesspeople so far?
I started the community in 2019 on Instagram. I had my first child, wasn’t working, and was running a small side business, driving to banks and selling clothes. I struggled with people owing me money and the challenges of selling on trust, so I created the page to network and help people in Asaba.
During COVID in 2020, I expanded it to a community to help business owners sell. We moved to WhatsApp groups, each capped at 250 members, and eventually had several groups. People were selling through the community, and we had delivery services. It became a market space where everyone could participate, and business owners gained visibility and opportunities to collaborate.
By 2021, as restrictions lifted, we moved into physical gatherings. The first Hangout had 150 attendees. Later that year, we held the first vendors’ trade fair, bringing online businesses offline.
In 2022, we held the second Hangout but no trade fair. By 2024, we redefined the concept, aiming for a memorable annual event, combining business with culture. That’s how the Business Culture Fest was born, and it took place in August this year, highlighting culture alongside business, with speakers for business owners.
Even if you haven’t consulted in Nigeria, you’ve interacted with hundreds of business owners there. What do you think is the biggest challenge they face?
Lack of access to funds. Most small business owners operate online without sufficient resources. There are also unfriendly policies and limited capacity. Many lack the funds to scale or operate efficiently.
How is this different in the UK?
In the UK, citizens have access to numerous funding avenues, even if unemployed. Universal Credit and government support make it easier. In Nigeria, a poor person remains unsupported; there’s no governmental assistance.
And regarding taxation?
Comparing taxes is tricky. In the UK, businesses have basic amenities like electricity, which Nigeria lacks. Paying taxes without basic infrastructure is unfair. Businesses struggle with fuel, generators, and repairs, yet are expected to pay taxes.
Statistics suggest that over half of Nigerian startups fail. What advice would you give business owners consulting you to survive this harsh economy?
Patience and consistency are essential. Let your love for your business overshadow the challenges. Always have agreements or contracts in place to avoid disputes, and show up consistently. Problems will always arise, but your commitment matters most.
What sectors would you recommend for new entrepreneurs?
I wouldn’t prescribe a sector. Observing trends may help, but what works in theory might not succeed locally. Entrepreneurs should channel their energy into their passion rather than following trends blindly.
What common mistakes do new business owners make?
Starting a business because friends are doing it, lack of clarity, not calculating costs or profits, not paying themselves, overcommitting to business communities, and poor social media presence.
Would you advise starting a business with a loan?
It depends on what the person already has. I usually advise testing the waters first. Start small, see how it goes, and then scale with a loan if necessary. Drafting a plan and immediately taking a loan isn’t ideal.
What goals do you see yourself achieving in the near future?
I aim to lead international business organisations to the top of international business affairs.
What do you do to unwind?
I recently added travelling to my hobbies. I love going on dates, eating out, and spending time on myself.
Do you have mentors in the business industry?
Yes. I look up to the Director of the World Trade Organisation, Ngozi Okonjo-Iweala. I follow her activities and aspire to reach her level.
Can the people of Asaba expect anything from you in 2026?
We will always do our Hangouts. They happen with or without me, and I intend to continue supporting them.
Finally, what is your word to business owners in your Hangout? Any secret you’d like to share?
Keep learning, keep scaling, and don’t let people meet you where they left you. If you’re selling one thing today, make sure there’s more the next time. Keep moving forward.
