CEO Profile: China Okasi

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Not only do people have to know about your business, but they will also need a way of coming back for your services or product again and again.

 

(Ms. China Okasi is CEO and Founder of Penn and Paper.com).

Where She’s From: I spent parts of my childhood in Africa, Britain, and Queens, New York, where I finished all my elementary and secondary schooling. I finished my undergraduate degree at Cornell University and my graduate degree at the University of Pennsylvania.

I have Continental African heritage, so I work with a large pool of immigrants and international students of all academic levels to help make their resumes, college essays, etc., competitive by U.S. academic standards.

My business runs on an amazing model, because its biggest expense is marketing. Every other marked expense, since it is mostly online, is kept extremely low--which helped capitalization. Overcoming marketing expense is achieved by embracing an online marketing model, which enables us to do paperless advertising, and email advertising to our growing list.

It is also helped by attendance in networking events, and publicity, such as the mention I gained from Essence Magazine's January 2007 issue (Work & Wealth section), as well as other realms of publicity. As you know, publicity is a free marketing tool.

Where She’s Heading: In five years, I see my business with a heavier marketing budget, and an even stronger market pull. My business growth will be analyzed at the end of its one-year cycle, since it is less than one year old, now. It has received impressive attention by being compared to EssayEdge.com.

The simplicity of my business model helps me with my business! I hope to see the business persist for quite a while, because even before I had clients on the site, people I knew always came to me for editorial help. Knowing that what the business does is something I have and will always do, makes the "business" seem less like a business, and more like an enjoyable habit.

Her Tip For Would Be Entrepreneurs: Have a good marketing plan in place. Marketing will be your biggest concern, and the biggest line item in your chart of expenses. Not only do people have to know about your business, but they will also need a way of coming back for your services or product again and again.

Contacting Penn and Paper.com: Please visit www.pennandpaper.com

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