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How Yusif Meizongo created a business out of people loving his perfume, whenever he tried selling items to them



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From the trunk of a motorbike, he started a small business after many unsuccessful attempts to make ends meet with his first-class honors degree.

In this episode of ‘Q&A with William’, Yusif Meizongo (@whatyouwantco) talks about his journey into perfumery, letting go of his first love, the highs and lows, and the glorious moments as one of the most sought-after, go-to perfume brand.

Q: Tell me about yourself and how “What You Want” started?

A: My name is Yusif Meizongo Jnr, the last of nine siblings and a graduate of Islamic University. I hold a first-class Degree honors in Public Relations. ‘What You Want’ started off as a very little initiative from the trunk of my motorbike. After school, I wanted to join the rat race to use my certificate to get a decent white-collar job but that never materialized. Each time I tried to work in an office space, my instincts kept telling me, “this is not you, you can do better” So after many unsuccessful attempts, I pushed into buying and selling of clothes, timepieces, sneakers, slimming products, etc. which also didn’t work for me. But I realized that people, whom I sold to, ended up falling in love with the fragrance I wore. All those who bought from me started requesting for perfumes instead of the watches. And that’s how the whole idea started.

Q: If I get you right, the idea came as a result of people liking your fragrance and the kind of perfume you wore?

A: Yes, I’ve always been a lover of perfumes from childhood. I love good scents… I always get great compliments about my perfumes.

Q: What is ‘What You Want’ about?

A: We are more into pure undiluted perfume oils because they rationally last longer than the alcohol-based fragrance, that’s if it is original. What You Want is a worldwide brand with reps in South Africa, America, London Rwanda, Cote d’Ivoire, Nigeria, Togo, etc so it is not just in Ghana.

A: You talked about starting on your motorbike. For how long did you do that? 

A: I did that from January to August 2018.

Q: How did you get money to start these businesses?  

A: I never got any capital! That is why I started on a small scale. All I was doing was to fully reinvest the profit into the business. I advised myself never to touch my business money no matter how much I get, even when I’m hungry and that is how it has been even up till now.

Q: Tell us about the bad times?

A: You know, people support you with their mouths until you really need that support and that was what I faced. You only get people to show interest when things start getting better. You are not supposed to have everything easy, some would have to come tough sometimes. But in all, it was good for me because I wanted to learn the hard way. I wanted to have my own share of experiences so I can also tell someone. I went through tough times. As a startup, people were very skeptical of the products, the issue about trust is one that can nearly break you but you have to persist.

Q: At the time when people around you failed you, did you at any point want to quit?

A: Yes, there were so many times I wanted to quit. As a Gemini, I pick myself up whenever I’m down. Some friends around me encouraged me and when things go bad, I said to myself, you worship a true God who listens to your prayers, just keep pushing and things will soon make sense. That was how I kept doing until things started taking shape.

Q: How heartbreaking was it at the time for you?

A: Very heartbreaking when people you had high hopes in turned their backs on you. Before I started this business, I was a footballer. I played in Cote d’Ivoire. I traveled to a lot of places to play football but it didn’t work for me.

Q: Did you ever envisage yourself selling perfumes?

A: No! I always thought I would become the next Lionel Messi, Aguero… name it! But here we are. Hahaha

Q: What are some of the challenges you face running such a business?

A: Dealing with a bunch of skeptical people and also lack of support.

Q: When you started where were you sourcing your perfumes?

A: When I started I didn’t have direct contact. I had to use a third party to get my stuff, so I did business for a very long time and subsequently, he willingly gave me the pass to the main sources because we built some trust between us. But now I source from all over the world.

Q: Starting off as someone who barely knew the scope of the business, how did you move to reach all these people you source from?

A: It is marketing and branding. To be able to catch someone’s eye without making so much noise, your products must speak for itself. Also, I travel around too so I try to make new contacts.

Q: How do you convince in your case, skeptical people?

A: I don’t convince people, all I do is to move around with samples. I apply an amount on your hand and allow you to go. If you love it, you’ll come back.

Q: What is the biggest factor that has helped you up to this point?

A: Honesty is my biggest key. If you sell something bad to someone you don’t expect the person to return. So yes, honesty has been my biggest key.

Q: As a young entrepreneur, what mistakes have you made along the way?

A: I think I sort of breached my affiliation with the Bond Number 9 perfume brand. I tagged them in a post I think they weren’t really happy about which lead to me losing my IG page. But we’re back in business now.

Q: What would you say was the hardest decision you ever had to make to make this business what it is now?

A: Staying consistent is not easy and quitting football. It was a very tough decision for me. I just woke up one Monday morning and decided not to go back to football again.

Q: Why do I feel it is a decision that still hurts you?    

A: Of course, I’ve been passionate about this all my life just one Monday I quite. It still hurts me because of the love and passion I have for football.

Q:  What inspires you?

Personal hygiene. I think I’m more in tune with perfumes because I hate bad odor. I don’t like it.

Q: Who inspires you as a businessman?

The life of Mayweather because he is a perfectionist! There’s never been a boxer who has been consistent like him. We all know of his family story and for someone like that to grow up not smoking or drinking to come up top of what he does should be an inspiration for everyone in this world. He tells himself he’s the best boxer to ever walk this earth. So if I sit here and tell you I’m the best perfumer ever, why would you doubt? When you Google the greatest perfumer, the next thing that has to follow is the best perfumer to ever live on this earth.

Q: You recently opened your shop. How easy or difficult was it for you?

A: On the aspect of making this place beautiful and appealing to everyone, it was just tiring but nothing is difficult in this world. Things are tough but nothing is difficult in this world. It took us barely a month to put up the place. I didn’t have the money to put together a store but God showed up and miraculously, sales tripled.

Q: Your shop is full of pictures of many people, how do these personalities inspire you?

A: Their life stories inspire me so much, talk about Mansa Musa, Hallie Selassie, Dr. Kwame Nkrumah, Fati Mahamudu, Nelson Mandela, JJ Rawlings, etc they are people who inspire me.

Q: What about J J Rawlings do you like?

A: Bravery! In terms of bravery, I see myself as him.

Q: Interesting, how important is branding to your business?

A: Branding is 200%. I think in this contemporary world branding is 80 percent of your sales than the product. These days, people buy brands and not the product. They only find extra magic after they buy the products then they are locked forever. So branding is everything and it is one tool that has helped me up to this point.

Q: What do you attribute your success to?

A: I’m growing but as to where I am right now and the years I gave to myself, from my official point of starting in 2017, I think I’ll say Alhamdulillah “Praise be to God (Allah)” I have surpassed my target, per the years and I think greater things are ahead.

Q: What is Unique about your business?

A: What makes my business unique is the quality of my product and varieties and the kind of scents I make.

Q: How do you manage difficult clients?

A: We use different methods in managing them. Most of the difficult clients are just skeptical that’s why they’re being difficult. It is only a matter of educating them and also giving them time to evaluate things for themselves, that’s all.

Q: If you had one piece of advice for someone who is just starting up a business, what would it be?

A: Prayer and consistency. Hard work and also keep pushing. If you rely on people to give you support you’ll be let down. Rely on yourself to give yourself that support. Support yourself one hundred percent and people will believe in you.

Q: In the next five years where do you want to see yourself?

A: I see myself to be the biggest brand if not worldwide definitely, Africa. The goal is to sell and have a very attractive and well-detailed brand, and Inshallah “If Allah wills it” I will get there.

Alright, thank you so much, Yusif.


People & Lifestyle

DStv For Business Enhancing Customers’ Experience with The Right Mix of Entertainment




At the heart of any business is the customer and at DStv Ghana, the goal is to evolve daily to meet the demands of the ever-changing and competitive market. In a bid to cater to its wide array of audiences, Africa’s number one Pay TV company, MultiChoice Africa has repositioned its commercial service “DStv For Business” with packages specially curated with the right edutainment content to suit various businesses.

According to the Acting Head, DStv For Business, Kelvin Kamasa, “our objective is to deliver a pay TV experience designed for your business. The content and packages are specifically curated to seamlessly fit into the way commercial customers consume it. Our solution for hotels for instance allows guest in different rooms to watch their choice of channels without the intervention of the front desk personnel. Your clientele can continue watching their favourite shows/channels whenever they are on the road for business or stop by your office, hotel, or pub. DStv For Business has a tailored package to suit your business size and pocket so you can have the best working moments with DStv.”

MultiChoice Ghana continues to improve its service offerings over time, with the addition of consultancy service for High-rise buildings, multiple user dwelling on how DStv can be installed. The DStv For Business unit can advise on countless options to ensure the incorporation of either our IPTV service or other alternatives to a seamless and cost-effective TV entertainment solution to your high rise or estate project. According to the Managing Director, MultiChoice Ghana, Alex Okyere, the business is all about the customer’s experience, and the greatest motivation for his team is to offer more value for money to not just our domestic users but commercial users.

DStv For Business has three main offers; DStv Work, DStv Play and DStv Stay. Each package is tailored to suit the needs of offices, bars, clubs, restaurants, hotels and so on. The essence of this, Kelvin Kamasa explains, is to tailor content to specific customers to enhance their viewing experience. Instead of having to watch a wide array of content, these DStv For Business packages now give you what you want based on business customers’ needs and preferences.

The DStv Work package offers the latest news headlines from around the world, sports, weather updates and other work-related entertainment. The goal here is to set the tone for a stimulating work environment and keep everyone well informed. The Work packages are best suited for offices, banks, and other corporate organizations.

The DStv Play packages are best suited for businesses such as pubs, restaurants, bars, clubs, café, and betting houses. These packages enhance the guest’s experience and ensure that they are always entertained with their favourite sports programmes and other first-class entertainment.

The DStv Stay packages are suited for hotels, motels, lodges, resorts, Air BnB’s and serviced apartments. Giving each guest whether a kid, adult or elderly a memorable in-room experience during their stay.

One important feature is that these packages they can be tailored to customers’ budget. This means that customers can enjoy entertainment at a certain threshold which is a unique offer. For less than Ghs 170, one can enjoy several channels. For instance, the DStv Stay (Basic), offers customers an array of entertainment with more than ten channels spanning sports, news, kiddies’ channel, and music with just GHs77.

Businesses also have the flexibility of choosing a package that perfectly suits your business model without worrying about not having the popular channels needed by customers. From small entrepreneurs to 5-star hotels, multinational corporations and government agencies, every business has something that works for them.

For hotels, their customers get a mix of carefully selected movies, music, and sports channels as well as documentary channels. This is the same for a financial establishment where customers are more concerned about the latest updates from the financial sector and latest news over that of a music or movie channel like Akwaaba Magic Abusua and ROK Gh. Similarly,  fast-food joints, pubs and clubs will be in tune with Trace Jama, Akwaaba Magic, SuperSports channels over National Geographic Channel or News channels.

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People & Lifestyle

Fly Emirates to Dubai and enjoy a free night’s stay at Fairmont The Palm



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Ghanaian Travellers planning their next escape to Dubai and beyond who purchase an Emirates return ticket in First or Business Class can enjoy a complimentary night’s stay at one of Dubai’s most iconic hotels (more…)

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People & Lifestyle

IIPGH, AFOS Foundation and partners launch Tech Job Fair (TJF) 2023



Organisers and partners at the launch of Tech Job Fair 2023

Organisers of the annual Tech Job Fair (TJF) are geared up to give potential employees and employers yet another thrilling and exciting opportunity to recruit and be recruited into the job market after a media launch of the fair in Accra. (more…)

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People & Lifestyle

Ghana’s Nana Yaa Serwaa Sarpong honoured as Female Entrepreneur of the Year at AWELFA 2023



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Ghana’s Nana Yaa Serwaa Sarpong has been honoured for her contribution to Women and Business in Africa at the Africa Women Economic and Leadership Forum and Awards (AWELFA 2023), held in Cameroon. During the forum, Miss Sarpong spoke on the “Impact, Opportunities and Strategies for Women in Entrepreneurship under the AfCFTA”. AWELFA later presented Miss Sarpong with an award as Female Entrepreneur of the Year. (more…)

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People & Lifestyle

How to Start Playing in an Online Casino Safely



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When you’re ready to start playing in, it’s important to do so safely. Here are a few tips to follow:

  1. Make sure the casino is reputable and has a valid license.
  2. Only use trusted payment methods, such as credit cards or Paypal.
  3. Never share your personal information with the casino or anyone else.
  4. Keep your login information confidential and never let anyone else access your account.
  5. Make sure you understand the terms and conditions of the casino before you play.
  6. Play for fun, not to make money. Never gamble more than you can afford to lose.

The Risks and Rewards of New Online Casinos

When it comes to gambling, there’s no doubt that the internet has made things a lot more convenient for people all over the world. Instead of having to travel to a physical casino, players can now simply log on to their favourite online casino and enjoy all the action from the comfort of their own home.

While this has undoubtedly made gambling more accessible and enjoyable for many people, it has also led to the rise of a new breed of online casino – the so-called ‘newcomer’. These casinos are often established by relatively unknown companies and tend to offer players lower betting limits and a narrower range of games than more established brands.

So, what are the risks and rewards of playing at new online casinos? On the one hand, these casinos may be less reliable and secure than more established brands, so there is a risk that your personal information or money could be compromised. On the other hand, new casinos often offer generous bonuses and other promotions which can allow you to make some free money or get extra value for your bets.

Ultimately, whether or not you decide to play at a new online casino is up to you. However, if you do decide to take the plunge, it’s important to do your research first and make sure that you choose a reputable brand. With a little bit of care, you should be able to enjoy all the fun and excitement of online gambling without any major problems.

Benefits of Using a Good Betting Site

When it comes to gambling, there’s no doubt that the internet has made things a lot easier for people. These days, there are tons of great betting sites available online, and this means that you can enjoy all the convenience and excitement of gambling without ever having to leave your home.

But with so many different sites to choose from, it can be difficult to know which one is right for you. So what should you look for when choosing a betting site? Here are some of the key benefits of using a good betting site:

  1. Security and safety – One of the most important things to look for in a betting site is security. You want to make sure that your personal information and your money are safe and secure, and that the site has measures in place to protect you from fraud and other scams.
  2. Variety of games – A good betting site will offer a wide range of games, including slots, poker, blackjack, roulette and more. This means that you’ll always have something new to try and you’ll never get bored.
  3. Good customer service – A good betting site will have excellent customer service, with staff who are friendly and helpful and are happy to answer any questions you may have.
  4. Easy payment options – Another important thing to look for is easy payment options. The site should offer a range of payment methods such as credit card, debit card, PayPal and more. This makes it for you to deposit money and start playing right away.
  5. Bonus offers – Many betting sites offer bonus offers to their customers, such as free bets or match deposit bonuses. This can be a great way to boost your winnings and give you an edge over other players.

As you can see, there are plenty of great reasons to use a good betting site. So if you’re thinking about gambling online, be sure to choose a site that offers all of the above benefits.

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Everton Welcomes Ghana’s Ridge City Women as Club Partner



Everton Welcomes Ghana's Ridge City Women as Club Partner

Everton is proud to announce that Ridge City has become the first women’s football club to join forces in an exciting new partnership.

The Ghanaian club, based in Accra and formed just four years ago, is the newest addition to Everton’s International Academy Affiliate Programme (EIAAP) as the Club looks to build on the huge progress made in the women’s game in recent years.

It is also the first African club to join the EIAAP programme, which aims to expand the knowledge and expertise of Everton’s player development processes to affiliated clubs across the world.

Everton aims to help expand the profile of Ridge City Football Club by facilitating and developing the women’s game in Ghana and offering a pathway for players.

The two clubs will also collaborate on player and coach development, coach education and helping Ridge City establish themselves as a foundation club for women in Ghana.

Formed in 2018, Ridge City FC has thrived following a truncated start as a professional club caused by the Covid pandemic: earning promotion to the Ghanaian Premier League in only their third season, as champions of Division One.

The club, which currently has around 30 women in its ranks, plus a burgeoning academy, has aims to facilitate the development and promotion of women’s football in Ghana.

Ridge City’s mission also includes creating career opportunities for girls and women as footballers and in the technical and managerial aspects of the game, and contributing positively to the upliftment of female football in Ghana.

Cleopatra Nsiah Nketiah, CEO of Ridge City, said: “I am super excited about the partnership. We have been looking for an opportunity like this for a long time and the most important thing for us is that women in Ghana are serious about playing football.

“I feel like our relationship with Everton will help us on that pathway and let our people know that in Ghana you can play football and that there can be a career path, perhaps even having a chance to travel to the UK and trial there.

“The environment and resources Everton can provide is a huge pull and the opportunity to have online coaching programmes to follow, and even potential visits by their coaches, is another real positive that we can tap into, to help our women feel that they are part of something bigger.

“I want to let the world know that we can see a pathway forward for Ridge City and this is a relationship we can’t wait to be a part of.”

The EIAAP initiative provides clubs at all tiers of the game with access to the finest coaching knowledge from Everton’s renowned Academy to support with growth – a level of support that sets it apart from more traditional models.

These include:

  • A holistic approach to player, coach and club development, offering technical support from Everton’s Finch Farm training complex and business and marketing support from its Royal Liver Building business headquarters
  • Weekly support from a dedicated Everton Academy coach
  • Full access to the Everton Academy curriculum

Under the EIAAP initiative, coaches from Ridge City will have access to Everton’s state-of-the-art Finch Farm complex – the home of Everton’s senior men’s, senior women’s and academy teams – for education and training.

Paddy Byrne, Everton’s International Technical Manager, plans to make a future visit to Ridge City to assist in sharing the Everton Academy curriculum and implement methods used at Finch Farm to develop both player and coaching skills.

In turn, this provides Ridge City Women with further knowledge and help grow their club to achieve their vision and objectives.

Byrne added: “We are delighted to welcome Ridge City as an inaugural women’s partner club to Everton’s International Academy Affiliate programme.

“I’m excited to work with Cleopatra and her team and help them to build on the solid foundations laid in only four years of existence.

“We feel there is plenty of opportunity for them to grow – and by sharing our values and coaching methods we will build on the affiliate programme in a new territory. 

“I am sure this will prove a fruitful partnership for both clubs, and we can’t wait to get started.”

Everton’s International Academy Affiliate Club programme, which is available to grassroots teams, professional sides, youth academies, girls’ and women’s teams, as well as colleges and universities, was launched in 2020.

The programme already has affiliates in the US, Canada, South America, Australia and Ireland.

To find out more, visit

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