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‘Tale Means Business: The Journey to Finding My Niche

Tale Alimi



Every time it’s my birthday, I spend time reminiscing and this particular birthday I look back in gratitude on the journey to getting where I am today.

For some people, they always knew what they wanted to do and become. For me, it was not straight forward. It took many years of stumbling, exploring, failing and trying again and again until it finally became clear.

The journey to find my niche saw me stumbling through different careers, businesses and professions. From working in an asset management company, to moonlighting as a makeup artist. Then I worked at a telecommunications company working in a department called financial systems that utilized my Accounting and Technology skills.

What was supposed to be a dream job was actually my most boring work experience and I found succor when I escaped to do an MBA which has proven to be a good move till date. I fell in love with the retail and fashion case studies such as Kate Spade and Tory Burch during my MBA and decided I was going to start my own fashion brand.

From running a fashion brand for a few years, to working with a consulting firm where I got to support SME’s, I began to get a clearer picture of what I wanted to do with my life.

The journey to finding my niche took me over 10 years of failing, trying, stumbling and making mistakes. I lost relationships, friendships and business partners along the way.

I finally realized why people would rather stay safe than go on such an arduous journey to find their path and I made up my mind that when I found the way, I would help other people do the same.

People ask me regularly ‘how do I know what business to start?’ or ‘how do I find my niche?’ Some even ask ‘how do I know what I am meant to do on the earth?’

I decided to find answers to the questions by interviewing various inspiring people from different sectors and industries who have found their way. You can watch the inspiring video trailer.

My goal is to document this process and make it easy for someone who is seeking to find their own niche or path in life.

I also decided to take it a step further and create the ‘Find your niche challenge’.

This is a free 5 day virtual challenge which will take place in a private Facebook group. Where I will give the participants daily tasks and exercises to help them identify their niche at the end of the 5 days.

If like me, you have been stumbling and trying to figure out what your niche is so you can get fulfillment doing what you love and getting paid for it, I will like to invite you to participate in this challenge.

To participate, register here and get started on the journey to find your niche in 2017.

'Tale Alimi is the Co-founder and current CEO of Owoafara, a fund matching and business support platform for African MSME's. She is also the Lead strategist of Tale Alimi Global; a strategy consulting boutique focused on working with visionary and forward thinking SME's to take their business from small to scale. She is the author of Uplevel and her latest book Small to Scale. She has a Masters in Business Administration from Lagos business school, a certificate in personal coaching from the coaching academy UK. She is a social innovation fellow with the startingbloc institute in the United States. When she is not thinking about innovative business models, she is an avid fitness enthusiast. Learn more about her new startup Owoafara:( Get daily business inspiration when you follow her on twitter ( and get an insight into her life on Instagram (


  1. Olori

    January 7, 2017 at 1:02 pm

    I love this. But how many people are on Facebook! Now I have to join Facebook just to benefit from this amazing programme. Thanks Tale.

    • 'Tale Alimi

      January 7, 2017 at 1:39 pm

      Yes dear, sometimes you need to leave your comfort zone to go to a new level #Up-level

  2. X

    January 7, 2017 at 5:48 pm

    Just the other day I was praying for career direction….. Thank you in advance. But dearest sister I just deleted my Facebook book account (lots of reasons) and I really really do not want to have a Facebook account. Please please provide another platform to share this experience.

  3. Tosin

    January 7, 2017 at 8:42 pm

    Change ? Lovely New Year.

  4. abi

    January 9, 2017 at 11:03 am

    I completely agree with you on this one, and your write up resonates with me. Im one person that didn’t figure out on time what I wanted to become. The Nigerian system of education and mentorship for young onedoesn’t even help either. Although I’m not in the spot i’ll like to be yet, but im definitely on the right path to finding my niche…..

    • 'Tale Alimi

      January 12, 2017 at 9:04 pm

      I am so glad you have found the right path Abi. All you need is to keep building from there.

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