Tobi Martins
Founder iBot
4, Adeniyi Jakande Close, Off Adeniran Ogunsanya, Surulere, Lagos.
@i_am_ibot0 / 7034476207
Tobi Martins is the CEO of iBOT Exclusive Events, a full service events and entertainment company located in Surulere. Born into a family of caterers, Tobi naturally developed the flare for cooking. His passion for cooking influenced his career choice; as he holds a degree in Events Management and International Hospitality from the London Metropolitan University.
His extreme love for cooking and experimenting with several dishes birthed iBOT Exclusive on 25th Jan, 2010
Can you please introduce yourself and tell us about your background –
Tobi –
My name is Tobi and my brand, i.Bot was established in 2010 while I was still doing my 9-5 job in an advertising company. I studied Events Planning and Hospitality Management in London.
Starting days for business including funding?
Tobi –
After moving home in 2010, I started with making cocktails and small chops. I also helped out my Mom’s 35 year old catering service business. The initial capital was used to get the cocktails supplies, glasses and to build a mobile bar.
I stopped the cocktail business after a year and a half, owing to three reasons: we were always the first to get to events and the last to leave, my drinking habits increased, dealing with alcohol and staff; I had too many incidents with staff just getting unruly.
Things started turning around for iBot officially in 2014 and in Dec 2015, I quit my 9-5 job to focus on iBot 100%.
Meal Platter by iBOT
When did your aha moment come that you thought ‘I can do this’ Tobi –
I grew up in a family of caterers and as such, I always felt drawn into it. I watched my mother’s business and discovered certain things I didn’t like about the catering industry. I thought through other catering service options that was not common and that was how i built my menu.
One of my colleagues at work was leaving and we put together little money for a send-off party. I was asked to come up with the food. I got inspired and came up with a platter of options. That was a pivotal moment in the brands journey.
Can you describe your typical work day?
Tobi –
It was tough in the beginning, as it is with every business. I am very hands-on and active in the business. I had to put in place a strict regimen. We currently run a 24 hour shift; 7.00 am to 4.00 pm and 5.00 pm to 7.00 am. I worked every day of the week but began to take Sundays off after I got married. Our clients are predominantly corporate clients who need our services mostly on weekdays.
Where do you see your brand in the next 5 to 10 years?
Tobi –
I plan to open a sit down restaurant soon. However, because we are currently growing organically, I don’t want to overstretch the brand. So I like the way things are moving.
Can you give us the most challenging experiences you have had?
Tobi –
Honestly, staff challenges and customer service. Finding, committed and trustworthy staff, managing customer service and addressing customer feedback or complaints can be highly challenging.
What is the worst entrepreneurial moment you ever had and how did you recover?
Tobi –
Probably, the time I was trying to get a loan to expand the business and it only came through shortly before time was up.
Why do you think most food entrepreneurs fail in their businesses?
Tobi –
I don’t really know. That’s one of the reasons I still haven’t opened a retail outlet. But then, lack of quality, compromised standards and cutting corners to make excess gains are probably some of the reasons.
How do you treat recipes and intellectual properties?
Tobi –
What I do basically is what any other person can do. But how I do it makes the difference. My staff have all the recipes for our products.
What piece of business advice would you give someone starting up?
Tobi –
- Standard is very important; stay dedicated and don’t cut costs.
- Financing is very vital too.
- But it is advisable to start small and gradually level up.
What advice would you give your young self?
Tobi –
Don’t think and take things for granted. Avoid careless spending; I could have accomplished a whole lot if I had saved back then.
Books and resource recommendation
Tobi –
7 Habits of Highly Effective People by Stephen R. Covey.
Then again, my mum has been my mentor. I pick up a lot from her as well too
Key Points:
- Standard is very important; stay dedicated and don’t cut costs.
- Financing is very vital too.
- But it is advisable to start small and gradually level up
- Don’t take things for granted
- Avoid careless spending; I could have accomplished a whole lot if I had saved back then.
