Most times, knowing what you want and going after it, plays a huge role in the life of an entrepreneur. While sometimes it is simply an opportunity, which you just can’t pass up but then again, some gold mines just fall into your hands at the right time. Despite the circumstance, one thing is certain; you must be self-motivated, relentless and in the words of Jermile Dwayne Daniel, “You have to be hungry!” At 35 years old, Jermile is the owner of the chain of stores that extends from Saint Lucia to the rest of the Eastern Caribbean. His journey to success began similar to that of the average person. He was born in Laborie, later moved to Castries where he attended the Anglican Infant and Primary Schools. He attended Saint Mary’s College then Sir Arthur Lewis Community College, a year later, the University of the West Indies, Cave Hill Campus and lastly the “School of Life.” Dazzle Magazine is please to introduce you to the man behind The Cell Enterprise, Jermile Dwayne Daniel.
Dazzle: What was your initial career path?
Jermile: “Am not sure I had a defined career path, I was always business-minded and liked playing the board game Monopoly but I always thought I would get into business, somehow. My first job after A-level was at the then Corporative Bank, now First National Bank. I worked there for a year as a teller. Not too long after, I got bored of it and decided to go to university. Since I was interested in business, I pursued an Economics & Management Degree and while at university, my interests grew and it took off from there.”
Dazzle: How did the conceptualisation for The Cell come about?
Jermile: “I was a research specialist at the National Skills Development Centre (NSDC) where I was responsible for researching the general economy in Saint Lucia, to advise persons and the Skills Centre to meet labour demands. The Cell started off with the realisation that the telecommunications market was being liberalised and there were immense opportunities. At that time I was hungry, I was hungry to start off on my own. With that hunger, ideas kept running through my head, day and night. I later took a trip to Miami where I noticed the variety of accessories for phones. Upon my return, I realised that there was only one company here doing that, but it was not affordable. It was then I recognised the opportunity to offer a better variety, better products and better pricing. So, I went up to Miami again and bought a suitcase filled with accessories. I went around Castries like a mad man, looking for a spot to rent. I found a small place on Broglie Street, which became the first home of The Cell. I started off with two staff members.”
Dazzle: How old were you when you started off?
Jermile: “I was 24, just about to turn 25.”
Dazzle: Did you have something to prove?
Jermile: “I wouldn’t say I had anything to prove, it was sort of just meant to happen. It was my natural evolution in terms of me always being interested in business and being hungry to start my own enterprise. I didn’t like the feel of working for someone else; I was never good at taking orders. My focus has always been on being an entrepreneur.”
Dazzle: What or who inspired you?
Jermile: “At the time I had read two books, the autobiography of Richard Branson, which is a must read book for any entrepreneur! The second book was Rich Dad Poor Dad by Robert Kiyosaki. It speaks about money, liabilities and assets. It was really a mindset change in terms of how I looked at money.”
Dazzle: How many staff do you currently have?
Jermile: “Right now we are up to 40 staff members in Saint Lucia.”
Dazzle: How long did it take to have your first regional branch?
Jermile: “My first regional branch took less than a year to materialise. We started here in Saint Lucia in December 2002, we moved into Grenada in October 2003, into St. Vincent in November 2003, Guyana came after, Barbados and then St. Kitts and Nevis. We’ve grown to 10 locations in the 5 islands.”
Dazzle: How did you decide which island you would venture into first?
Jermile: “After opening my first store in Saint Lucia in December 2002, Digicel offered me to become a retailer or agent for their products and services by March of the following year. I realised that their game plan was to run through the Caribbean and I figured, that they are coming all the way from Ireland, what is preventing me from doing the same thing in the Caribbean where I grew up? It was a partnership that developed and the relationship has helped me to move throughout the Caribbean as well.”
Dazzle: How do you keep track of your regional businesses?
Jermile: “Good people properly positioned and strong processes. I get reports every single day, from every store. It is all about effective systems and efficient people.”
Dazzle: What are some of the challenges you have experienced?
Jermile: “We have gone through various challenges over the 10 years. Initially, my major challenge was securing financing. Another challenge I faced is one faced by a lot of entrepreneurs; other people trying to convince you to do something other than what you are trying to do. There were so many negative voices, some not intentional but I was constantly told: “It won’t work.” “Why leave your job?” However, when I look back I was so focused, that I had already envisioned this business 10 years down the line. There was nothing that could have stopped me!”
Dazzle: How did you handle these challenges?
Jermile: “I laughed it off. While it was not a conscious decision to laugh, I found myself laughing because it was comical. I was just really focused. They say entrepreneurs need to have laser-focus and that is exactly what I had.”
Dazzle: How many registered companies do you own?
Jermile: [chuckle] “A few.”
Dazzle: Have you ever thought of quitting and why?
Jermile: “Hmm…yes I have! There are stressful times when you feel de-motivated. At these times, I wonder why don’t I just get a normal job, from 9-5, go home afterwards and do nothing. But truthfully, I would not want to be doing anything else.”
Dazzle: What is your primary vision for the company?
Jermile: “To be the largest mobile tech retailer in the region.”
Dazzle: What advice would you give to young entrepreneurs?
Jermile: “Stay hungry! Stay focused! Know your primary vision and always analyse the potential for growth within your business.”
Dazzle: How do you handle competition?
Jermile: “Competition pushes me, it really motivates me. I don’t believe in second place. I just think we are better!”
Dazzle: If you could do anything else in the world, what would it be?
Jermile: “I think I would be a chef. I always thought I would be a really good chef. I am a decent cook! I’ve never burnt the house down! It is really relaxing. I think about being a chef and then I think about owning a chain of restaurants, I always come back to those natural business instincts.”
Dazzle: What do you do to de-stress?
Jermile: “Not Enough! I no longer play monopoly but I play basketball and a bit of tennis. Basketball is a sport that really distresses me; I played throughout SMC and university. I also listen to music. I read inspirational books but again, not enough!!”
Dazzle: Name five essential things you do on a daily basis.
Jermile:
- Pray.
- Have to have my coffee in the morning.
- Review my reports.
- More coffee.
- News!
Dazzle: What other projects have you undertaken in your community or in Saint Lucia?
Jermile: “I am the Chairman of the Youth Enterprise Equity Fund, established in 2009 and a Director on the board of SLDB. I also visit schools across the island, as I am passionate about spreading my knowledge, which I hope will inspire other young persons.”
There are some interviews you wish could go on and on and this is one of those. Not many young persons have been able to accomplish what his has, and we only hope his story will be of inspiration to a young person trying to catch a break or achieve something more than just living. We at Dazzle Magazine wish Jermile a lot more success and of course we hope he improves those cooking skills. We urge our readers to stay hungry, keep focused and believe in yourself.
