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Yasmeen was living a quiet life with her husband and her young daughter when she received news that shocked her. Despite what he had told her before they were married, her husband had lied about his religion, making their marriage shameful. Yasmeen was heartbroken by this betrayal but knew that she needed to find the strength to leave for her daughter. But not long afterwards, she learned that she was pregnant again. She knew how difficult it would be for her to support two children on her own, so she retreated back home.
Once she was back with her husband, Yasmeen’s life became even more difficult. He insulted her, insisting that she was not carrying his child and mistreated her in front of their daughter. As tensions in the house grew, Yasmeen learned that her husband had been involved in numerous affairs. Enough was enough; pregnant Yasmeen left for the second and final time, again taking her daughter with her.
Once she was out on her own, Yasmeen was faced with a choice: ask her parents and her brother to take her family in and feed three additional mouths, or find her own way. Yasmeen chose to strike out on her own, using what was available to her: her own two feet, and her ability to make friends. She got some cash together to purchase a few blankets and linens, and started selling them door-to-door in her village. From neighbor to neighbor she walked, holding her daughter’s hand and balancing a huge bushel of fabric on top of her head. It was laborious work but at least she could feel satisfied that she was able to support herself.
While walking her usual route, Yasmeen learned about a business training workshop taking place nearby. The thought of learning new skills gave her a shot of hope that she could improve her destiny. The workshop taught the basics of accounting and Yasmeen figured that she could diversify her stock in order to sell more to her customers. She created a plan to sell sarees and other clothes, in addition to the blankets and linens, and requested funding to build up a new stock. With 30,000 rupees from iCreate, she grew her variety and was able to carry even more for her customers. At the same time, she worked hard to share the news in the neighborhood so everyone knew that she had something for them.
These days, Yasmeen is doing more than getting by independently—she is able to put away savings for her children’s education. Her profit is about 5,000 rupees every month, and she keeps her customers happy with a unique assortment of clothes—so happy that they only buy from her. Once per month, she even travels to other nearby villages to sell to residents who know and love her there.
Yasmeen succeeded not just by supplying stock that her customers liked, but by building strong relationships with her friends and neighbors who became loyal customers. One name synonymous with these kinds of relationships is Disney. The staff at Disney parks go out of their way to create unique experiences for their guests and even call them by name—a service that keeps customers coming back, and paying a high price admission too. It all stems from the company’s purpose: “We create happiness by providing the best in entertainment for people of all ages everywhere.” This has helped Disney grow into (and stay) one of the biggest and most successful entertainment businesses in the world, not to mention one of the most recognizable brand on the planet.
December 26, 2018 at 12:48PM
Forbes – Entrepreneurs