‘For success, create a favourable business environment around you’

The Dhaka Tribune’s Shadman Shoumik Anik talks with Didarul Alam Sunny, managing director of Esho.com and ADON Communications, about his endeavours in the e-commerce sector, what inspired him and his future plans  We would like to know about your start as an entrepreneur?After graduating from AIUB in 2006, I started my corporate career at Warid Telecom as a management trainee and after two years, I started working for Shwapno at ACI Limited as a strategic planner. There, I was tasked with project development, market research, supply chain development, coordinating new initiatives and I was also responsible for the planning and execution of the business model. After that, I joined Banglalink as group icon manager to oversee an important wing of the icon management unit. I always wanted to do something through which I could add value to people’s lives and start my career as an entrepreneur. So I started journey in the e-commerce sector, by creating a digital eco system in the retail space, with the brand name Esho. Through Esho, I wanted to give the nation a new and convenient way to shop and experience the superior value of the digital space. I believe that if Shwapno and Agora can generate revenue of over 1,200 crores annually, then the e-commerce sector can also do so.What inspired you and what obstacles did you face in the beginning?My desire to do something innovative and beneficial for the mass people was my driving force. I created esho.com, a technology based e-commerce site, so that people can easily do their daily shopping from the online platform. Initially, understanding the current market trends, gaining the consumers faith, and maintaining logistic and supply chain management were the big challenges.What problems do aspiring or new entrepreneurs face?The biggest challenge for new entrepreneurs are arranging the mandatory investment capital and setting up an execution model against the business plan. As banks are not interested in giving loans to tech start-ups and the start-up eco-system lacks facilitation for newcomers, many talented entrepreneurs are losing their interest and faith in this industry, which is alarming and may hamper the goal of a Digital Bangladesh.Why did you select this particular sector for your work?E-commerce is a wide sector. Through maintaining a single platform with proper product and logistics facilitation, products can be shipped from a village to anywhere, even across the border, and if we can satisfy the needs of customers and gain their trust, then this becomes a very successful method of business. From this realisation, I have started my e-commerce business. I felt that by creating a big brand with a massive set up, I would not only be successful but also could impact the econom y by generating a number of jobs for the country.How was the response and what is your hope about this sector?Currently in Bangladesh, about 60 million people are using the internet actively and from our research we found that around 60%-70% have the ability to buy from online market places. We can create a potential market by using this huge customer base. I personally believe that if we get the ideal environment to grow, then by the year 2025 this sector will be a market of around Tk6,000-7,000 crores, where more than seven million people will be ensured with jobs.Tell us something about your most acknowledged works?I have established one of the largest and popular e-commerce sites in esho.com, and also a digital advertising agency- ADON Communications. I feel I am pretty much successful, having two renowned brands under my entrepreneurship umbrella. I am currently also serving as co-chairman of the digital and e-commerce standing committee at BASIS.Who is your inspiration?If I talk about inspiration, then the first name that I must mention is Sabbir Hasan Nasir, who made Shwapno the largest retail platform in Bangladesh. I believe that his contribution for changing the retail landscape, selling of over Tk750 crore worth of goods a year, is remarkable. Another name I must mention is Zunaid Ahmed Palak. He brought the benefits of the ICT sector to everyone’s doorsteps and is still working very hard to build a technologically advanced economy to ensure the country’s growth.How did you gather your capital and what was your marketing policy?I believe that a well designed plan helps a lot for successful execution. When we started planning, we conducted mass research and, based on the outcome, we developed our marketing policy and market development plans which we shared with the investors and they relied on us. The core marketing policy was to reach the consumers with the right product with relevant quality in a timely manner.Where do the new entrepreneurs make mistakes, any suggestions for them?The common mistake that all new entrepreneurs make is to get involved in business without any prior experience. People should get some experience from the corporate space before getting into the business. Most importantly you have to keep that faith in yourself – that you have the capacity to fulfil your dreams. You must have this confidence to create a favourable business environment around you.Tell us something about your future plansI am planning to expand business operations and take it across the border. I want to make a sustainable impact in the country’s economy by engaging all the major players who contribute in building the country’s trade eco system. By doing this, a lasting impact on the country’s economy will be ensured and the true purpose of esho.com will be materialised.