Manar Al Hinai: Utilise that network to make your mark

Network, network, network. The people you meet along the way could be very significant for the growth of your business.

One of my favourite books is The Five People You Meet in Heaven by American writer Mitch Albom. The story follows the life and death of a maintenance man, Eddie, who died trying to save a young girl in a theme park. In heaven where he's sent, he meets five people who played a significant role in his life.

The other day I came across this book again and it made me wonder about the significant people that have affected my entrepreneurship journey. Meeting new people in general has proved to be very beneficial for my career. Through the different events and seminars I attend, I’ve met new business peers and learnt from those who are more experienced.

Although I prefer to start a business on my own, it would be impossible to advance it without people’s support and input along the way. As this African proverb goes: “If you want to walk fast, walk alone. If you want to walk far, walk together”.

Others may say that if you are good enough to start a business, then why would you need to network with others? Well, there are several reasons why. Some people may prove to be a good resource and connect you to the right people, others may hand out an opportunity you would not want to miss. You also do not know it all, no matter how intellectual and experienced you may think you are. There is always something new to learn, a new skill to master, or new information to help you with your business development.

But the best business contacts are the ones that can benefit you in more than one way. Here are my favourite three – the ones that have helped me a great deal. If you can find someone like this on your journey, then you’re on the right track.

• The one who has helped me shape my career the most has been my mentor – a financial adviser who has managed and started different ventures. For you this person should be someone who has been through what you have been through, although not necessarily within the same field. The mentor should offer you pearls of wisdom and become someone to turn to for advice. They should also have a network of contacts that they can connect you with when the need arises. When I first started my business and needed help with my business plan, my mentor connected me with a colleague who was able to assist me with the process. Dubai’s Chamber of Commerce is one example of a place which provides mentorship for entrepreneurs.

• Community influencers can also be hugely beneficial to you. I have met several through events locally and abroad, who have now become good friends. Being associated with community influencers can help to build a buzz around your business, especially if they have a huge following on social media. By giving a shout out about your brand, they could drive followers to your page. Consider the example of Dubai Shopping Festival; the organisers have worked with different social media influencers who post about the events and offers taking place across the malls. Those with a huge social media following, upload a video/photo of themselves in venues across town, highlighting the special offers of the day or sales that should not be missed. I applaud this effort and as a result I am more up to date with the festival’s activities than ever before.

• Last but not least, look out for local talent. Whether they are an emerging singer, graphic designer or a gift supplier, they could provide your business with a competitive advantage and a breath of fresh air. In my line of work, I see more and more international businesses becoming more local in the way they market/sell their businesses. From dealing with locally based market consultants or collaborating with new local artists to design a product, this shows how significant local, and fresh, talent is becoming and how they could help sell your business. Ensure your contact list is up to date.

Manar Al Hinai is an award-winning Emirati writer and manages her branding and marketing consultancy in Abu Dhabi. Twitter: @manar_alhinai.

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