When Growth Forces a New Path
Aminu never forgot the day he almost lost everything. Sule’s advice had reshaped his entire approach to business.
Now, Aminu’s spice brand was recognised in markets across the country. His authentic northern spices had found their way into kitchens from Lagos to Port Harcourt. But Lagos was still tricky—distribution was patchy, and he needed someone who understood the terrain.
Sule was the obvious choice.
The man who had once taught him financial discipline was still running his provisions stall, but Aminu saw something more in him. Sule had a way with customers, a sharp understanding of pricing, and a trustworthiness that was rare in business.
One evening, over steaming cups of kunu, Aminu made his pitch.
“Sule, I want you to be my main distributor in Lagos.”
Sule laughed. “Me? Distributor? Aminu, I just sell groceries. What do I know about moving spices?”
Aminu leaned forward. “You know how to manage money. You know how to run a business. That’s what matters. I’ll supply you directly. You handle Lagos distribution. We split the profits fairly.”
Sule frowned, tapping his fingers against his glass. “Aminu, my shop feeds my family. If this fails…”
Aminu didn’t back down. “We won’t fail. Lagos is already buying my spices, but I need a local partner. Someone I trust.”
“Trust won’t pay my rent,” Sule muttered.
Aminu reached into his bag and pulled out a bundle of cash.
“What’s this for?” Sule asked.
“I’m refunding the loan you gave me last year. Things have improved. I’m managing my money better.”
Sule stared at the money, then exhaled slowly. “If it’s a partnership you want,” he said, pushing the cash back, “take this as my stake in the business. Let’s structure this properly. We split the Lagos profits, 60/40. You take 60 since you started before me. And then I take 10% of all other profits going forward.”
Aminu smiled. “Five percent.”
Sule grinned. “Six.”
Aminu chuckled, extending his hand. “It’s a deal.”
And with that handshake, Aminu’s business took its next big step.
Kunle’s Leap of Faith
Kunle was at a crossroads.
His grilling business had gained a loyal following, but if he wanted to scale, he needed something unique. Customers always asked about his seasoning, convinced it was a secret recipe. It wasn’t. It was just good spice—Aminu’s spice.
He had an idea.
If he became the distributor for Aminu’s spices, he could create an entirely new revenue stream. Selling the same blend he already used would be easy—people already loved it.
But when he mentioned the idea to his wife, she frowned.
“If you sell under Aminu’s brand name and it does well, others may copy you. Then they’ll flood the market. Why not ask him to make it for you, but under your own brand?”
Kunle hesitated. “You mean white labelling?”
She nodded. “That way, you control the brand. If it’s a success, no one can take it from you.”
He rubbed his chin. “But Aminu built this brand. Asking him to remove his name feels wrong.”
His wife crossed her arms. “And if someone else brings it in under his name? What then? You’d have built the market for someone else.”
Kunle sighed. She had a point.
A Month Later…
Kunle had reached out to Aminu a month ago, and now, sitting across from him, he was ready to present his plan.
“I want to distribute your spices, but I’d like to sell them under my own brand,” Kunle said, his voice steady but with a hint of caution. “I’ve built a loyal customer base, and I see an opportunity to take your product further, but I need to protect my own business as well. This way, I can scale without worrying about competing directly with your brand down the line.”
Aminu considered it. “You’re asking me to give up my name on the product?”
“No,” Kunle said. “I’m asking you to build a long-term partnership. I’ll open the UK and international markets for you, but I need to protect my business, too.”
Aminu studied him for a moment, then smiled. He had been in Kunle’s shoes once—nervous, ambitious, searching for a way to secure his future.
“Alright,” Aminu said. “We have a deal.”
And just like that, two entrepreneurs, separated by time but connected by experience, found a way to grow together.
The Business of Partnerships and White Labelling
Not all partnerships work. Some fail because of mismatched goals, different values, or unclear agreements. But the right partnership can change everything.
Aminu and Sule’s partnership worked because they trusted each other and had complementary strengths. Aminu had the product; Sule had the distribution network.
Kunle and Aminu’s deal was different—it was about protection. White labelling allowed Kunle to grow without competing directly with Aminu’s brand. It gave him ownership over his market while still leveraging Aminu’s expertise.
Big retailers do this all the time—think of supermarkets selling their own ‘store-brand’ versions of popular products. White labelling allows businesses to sell high-quality goods under their own brand, ensuring they control pricing, marketing, and distribution.
So, what can small business owners learn?
✅ Choose partners with aligned values – Trust and a shared vision matter more than skills.
✅ Clarify roles and expectations – A great deal can turn sour if agreements aren’t clear.
✅ Protect your business model – White labelling lets you sell quality products under your own brand, securing your market position.
✅ Know when to collaborate instead of compete – Sometimes, working together is the best way to grow.
Aminu once struggled with cash flow, Kunle nearly made the wrong expansion decision, and Sule started as a small shop owner. But through the right business moves and partnerships, each found a way forward.
Now, over to you—what’s one partnership move you could make to grow your business today?
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