Tough circumstances put everything you have to the test, including your patience, inventiveness and company concept.
When the economy wobbles, inflation rises, or consumer spending slows, many Ghanaian business owners instinctively pause, cut back and wait for stability.
I've seen this all too often: good businesses slip into survival mode rather than strategic growth mode. But here's the truth: challenging times can be the perfect times to scale your business, provided you know how to adapt, stay focused and lean into what distinguishes your firm.
Over the course of 18 years working with entrepreneurs and SMEs in Ghana and West Africa, I've learnt that success in the face of adversity isn't chance. It requires leadership, clarity and the fortitude to continue pushing forward.
Let's look at six ideas that have helped many of my clients not just survive, but also thrive, becoming more profitable and global.
World-class team
Your greatest asset is your people, not your office, logo, or product. In uncertain times, having a strong and devoted team gives you a competitive advantage. I've worked with numerous Ghanaian business owners who underestimate the strength of their teams.
Some individuals attempt to handle everything themselves, from sales and accounting to social media and customer support.
However, you cannot scale alone. Scaling involves trust, delegation and a team that shares your goal. When circumstances are bad, your team's devotion and innovation keep the firm going forward.
Certifications
One of the most underutilised growth strategies for Ghanaian SMEs is business certification, such as ISO, SME-focused supplier certifications, or corporate vendor alliances.
These credentials are more than just papers; they are credibility badges that can lead to new relationships, funding and contract opportunities.
However, certification alone is not sufficient. You must actively participate in the networks that come with them. Attend events sponsored by certifying organisations, participate in supplier matchmaking sessions, and highlight your certification in proposals and marketing materials.
I've seen small Ghanaian businesses gain multi-year supply contracts just by positioning their certification as proof of dependability and common values.
Technology
If one factor distinguishes firms that flourish during crises from those that shrink, it is how they leverage technology. Technology is more than just having a website or a social media profile; it's about integrating solutions that help you work faster, better and more efficiently.
Consider this: during COVID-19, Ghanaian restaurants that used delivery apps, online payments, and WhatsApp ordering systems survived, and some even expanded. Others who waited for things to "go back to normal" gave up.
Technology enables you to scale without incurring significant costs. You can automate your billing, use Customer Relationship Management (CRM) systems to manage prospects, or use social media analytics to reach the right people.
Strategic partnerships
No business thrives in isolation. Partnerships are the driving force for scaling, but not just any partnership. You require partnerships that are consistent with your mission, culture and long-term objectives.
I recall a Ghanaian fashion entrepreneur working with a women's empowerment NGO to create a collaborative collection.
That collaboration did more than just increase sales; it also improved her brand's reputation and opened doors to new foreign consumers who valued social impact. The most effective collaborations are value-based.
Expand globally
Ghanaian businesses are full of potential, but too many limit themselves to local markets. Today’s entrepreneurs have access to global buyers through e-commerce, social media and export partnerships.
But to succeed globally, you must understand and respect cultural differences. Scaling isn’t just about exporting your product; it’s about adapting your brand to different audiences. What works in Accra might not work in Nairobi or London.
You need to study how your target consumers think, what they value and how they make buying decisions. Ghana's consumer base is youthful, vibrant and increasingly digital. They seek authenticity and creativity.
Ecosystem of talent and opportunity
Finally, true scalability comes from developing an ecosystem rather than just a corporation. That entails building an atmosphere in which your workforce, suppliers, customers and partners can all thrive together.
In Ghana, the most resilient businesses are those that invest in their communities, whether by training young people, supporting local suppliers or mentoring start-ups in their value chain.
When you invest in people and share possibilities, you generate a chain reaction of growth that benefits your own business. For example, one agribusiness that I advised began offering internships to university students studying agritech. Within a year, they had established a solid pipeline of young people who contributed new ideas to the organisation.
Conclusion
Turbulent times are more than just barriers; they test your vision, flexibility and courage. They force you to look within, adjust your plan and find your company's purpose.
Scaling your business during difficult circumstances does not imply disregarding reality; rather, it means responding differently to it.
When you establish a great team, leverage your certifications, embrace technology, form authentic collaborations, comprehend cultural diversity and extend your ecosystem, you do more than just survive; you evolve.
The writer is a Senior Lecturer/SME Industry Coach, Coordinator (MBA Impact Entrepreneurship and Innovation) at the University of Professional Studies, Accra.
ayiku.andrews@upsamail.edu.gh
IG: andy_ayiku
@AndrewsAyiku
F: Andyayiku