Samson Odingo draws on his wealth of experience in the sales, marketing and insurance industries to effectively lead a regional agency that is dedicated to helping businesses find breakthroughs and maintain a growth trajectory.
Samson is the founder of Market Trend Analysts, a research and marketing agency that influences brands as well as spearheads consultancies for entrepreneurs and individuals in over 20 countries spread across Eastern, Central and Southern Africa.
“Our company is a marketing, market research, communications, branding and training agency that assists other organizations and individuals to penetrate new markets, identify market gaps as well as barriers to market entry.
“We also identify threats, compliance requirements, risks, performance multipliers, critical success factors as well as increase sales to meet targets by engaging in research into all problems relating to sales, marketing, market trends, consumer statistics, competition analysis, market forces and other issues,” explains Samson.
Regional Footprint
Samson takes pride in the fact that while Market Trends Analysts is headquartered in Kenya, their services are in huge demand in other countries around Africa.
“Market Trend Analysts’ focus is on countries in Sub-Saharan Africa namely Kenya, Uganda, Tanzania, Ethiopia, Rwanda, Ghana, Zambia, Eritrea, Egypt, DRC, Nigeria, Burundi, South Sudan, Malawi, Senegal and South Africa,” explains Samson.
“The Market Trend Analysts is keen on details, business networks, growth and will ensure that your research studies being conducted in Africa meet the International Quality Standards for Research (ESOMAR) and more importantly your firm’s quality standards.”
And always giving back to the communities that they work in has become an integral part of how Market Trends Analysts go about their business.
“In any area we work in or any community we engage with we support various community social initiatives depending on the need after thorough vetting and the available budget. The company is currently in the process of registering a Foundation to fully support that wing.”
Entrepreneurship Journey
Born and bred in Kenya, Samson spent many years working in the marketing, insurance and sales departments of various companies before setting his sights on establishing his own business.
“My field of study is marketing which includes but is not limited to sales and insurance.I have worked in over 10 organizations, both profit making and non profit making, in various capacities in both administrative as well as oversight roles.”
However, a strong desire to chart his own entrepreneurial path was so overwhelming that Samson decided to leave formal employment.
“In 2014 I resigned to venture into business full-time and that is the same year Market Trend Analysts Ltd was incorporated in Kenya as a private Limited Company. I have a regional approach to business and this is the strength of our company.
“One of the reasons that made me venture into this particular business was the confiednec in my experience, which I gained from working for various organizations including start ups. We identified various market gaps both locally and regionally and this convinced me that we could address them through a fully registered organization.”
Filling the Gaps
Samson and his team at Market Trend Analysts have identified poor customer service, poor project oversights, lack of accountability, high charges as well as lack of marketing awareness as some of the stumbling blocks many companies are facing.
“We have a different business model whereby we empower experts in their various fields and let various experts oversee the projects, mentor others and lead a team spirit work environment.
“I am not a boss but a workmate and colleague to the rest of the team. The company has a total of 15 full time employees and over 200 others who come and go whenever their services are needed.”
Regional Challenges
While he has made significant progress in building his company, Samson has also come face to face with some of the challenges that come with entrepreneurship.
“Some of the challenges we have had to face regionally are lack of data and innovation. We cannot create impactful marketing strategies when we don not have solid numbers to work with.
“We have also had to deal with lack of proper leadership structures in various countries, corruption, sabotage of economic efforts,harsh and unfriendly government policies on immigration, work and many other stumbling blocks.
“Since we began, we have overcome some of our challenges by working closely with the local communities, assisting the various governments to create jobs and as a result reduce insecurity, put more children in school and empower the disadvantaged members of society.”
Successes and Advice to Entrepreneurs
Samson believes the greatest success of running his business comes from the fulfillment he gets from always giving back to the communities that his company operates in.
“We have several success stories. Market Trend Analysts also works together with other similar organizations on joint initiatives with properly signed MOUs that outline each role without any breaches of conflicts of interest. We also work work with and for NGOs, CBO’s, SMEs and individuals.”
His advice to other entrepreneurs looking to follow is his footsteps is simple: “Whoever is thinking of entering this type of business is welcome even with limited resources. It is important to make use of various experts available as well as unemployed graduates.
“Over the years, I have learned that in any business, first develop the passion, identify the market needs, the gaps and opportunities and develop a solution and monetize it.”
