Ghana - Business creation project

Describe your project or startup in a few words

HS Media is a media production business that offers high-quality and relevant media services to its clients and audiences. We are guided by the mission to have anyone who interacts with our services leave with a greater sense of purpose and fulfilment

01.01 Describe your project in more detail

HS Media is a media production project. Started producing and uploading video content on YouTube, TikTok and Instagram in 2022. We produced commentary videos, interviews and podcasts, where the overarching theme of all the videos was focused on exploring the idea of purpose. We shared insights and experiences on topics like overcoming obstacles, building resilience, and achieving success. Being the face of HS Media, I hosted most of our videos with occasional help from other co-hosts – who are now permanent. In 2024, we have extended our services to include commercial photography, videography and podcast hosting. We decided on this path to maximize the commercial use of our studios and scale our business to become a fully-fledged digital media company. The medium to long-term goal for HS Media is to become a digital media company where high-quality videos, photography, animations and other digital media content are produced.

01.02 What is the main problem you are trying to solve?

The idea of HS Media was borne out of a personal experience with purposelessness. As I did well at school, obtained all the necessary education and eventually became an electrical engineer, I realized that although I was doing what society expected of me, I lacked a deep sense of purpose and fulfillment. I soon began to look around, ask and research the idea of purpose and how one discovers their purpose. I read influential authors and speakers such as Dr. Myles Munroe on purpose fulfillment, Vusi Thembekwayo on entrepreneurship and Brian Tracy on leadership. Reading these authors made me realize that there was a wealth of knowledge available to help me and so many young adults my age who struggle with purposelessness though they seem successful on the surface. Therefore, HS Media is focused on empowering people from all walks of life, especially young adults to discover their purpose by presenting old-age wisdom and experience in a relevant and relatable way.

01.03 Tell us the major benefits and/or advantages of using the product/service that your project intends to provide (at least 3).

We believe that HS Media provides three significant benefits and advantages. Firstly, we will produce high-quality and engaging media content. This is a benefit because as the internet becomes increasingly pervasive, user-generated content has also exponentially increased. However, young adults lack serious engagement with content that is uplifting and engaging, and HS Media intends to fill this gap. Secondly, we intend to provide enablement and empowerment through knowledge sharing, especially to people in sub-Saharan Africa. We believe that the Ghanaian or African society at large has a huge untapped potential that needs to be put to work and this can only be done by intentionally enabling and empowering people with the necessary knowledge and skills to do so. Finally, by employing people and engaging in cutting-edge media production, HS Media will empower people with relevant digital skills.

01.04 Please describe who exactly your project is aimed at serving. Who are the targeted beneficiaries?

Scholars and commentators state that many young adults suffer from information overload – a state where one’s decision-making capability is impaired by an overload of information. With AI becoming a mainstay in our daily lives, this crisis will most likely to compounded because it will be far easier to produce and share content. It is my conviction that this issue exacerbates the rate of purposelessness and depression the youth are already experiencing. Gallup and other research rating agencies report that depression is on the rise, especially among young adults and also report a correlation between the proliferation of social media use and depression and anxiety. HS Media will work to curb this phenomenon by producing uplifting and highly engaging content. Due to my personal experience and motivation, young adults are our targeted beneficiaries. However, our content will also be beneficial to people of all ages and experiences.

01.05 When did you start working on your project?

2022-08-11

01.06 How many other partners are associated with your business venture?

5

01.07 Among the other partners, how many are female?

2

01.08 Please describe the profile of each of the other partners (skills, experience, etc.)

Ernest Kwakye Ahwireng. Skills: Content Creation, Management, Marketing Experience: Over 6 years’ experience in the music industry working with talents such as Kwesi Arthur, Offei, Afrolektra, Babawvd and other amazing talents. Caleb Tetteh Meyer Skills: Cyber Security, experience managing high-tech projects in AI and quantum technologies, writing Experience: Background in Cyber security, privacy, intellectual property and e-commerce. Hillary Eyram Samey Skills: Singing, Marketing Experience: Over two years working experience in Accounting, Marketing, Communication and Client Service. Charles McCarthy Skills: Communication, Teaching, Research Experience: Teacher with an international experience, currently teaching First Language IGCSE English. Proficient in professional and personal career guidance. Alice Asamoah Boamah Skills: Make-up artist Experience: owns and operates Equiys Beauty Studio over 3 years now.

01.09 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link here:

https://www.youtube.com/@hoggarspeaks/videos, https://bit.ly/3Vss8xF, https://bit.ly/4c47tXN

01.10 Which industry best describes your project?

i) Communication services (telecommunications, media, interactive services)

02.01.01 My project contributes to the No poverty goal

5

02.01.02 No poverty - Justification

HS Media will work to end poverty in several important. First, as a digital media company, we will need working professionals and personnel to keep our operations running effectively. Digital media can be a highly rewarding sector and we aim to capitalize on this natural advantage to pay our staff a decent wage. Additionally, the scope of our business operations is diversified. As well as speaking engagements, we will venture into commercial photography, videography, podcasting hosting and animation. These services create multiple streams of income that will help sustain our business and also widen the scope of professionals we will employ and the products and services we will need. The demand for services and products necessitated by our business operation will also work to reduce poverty. Finally, our mission to empower people to live purposeful lives will empower them with financial management and leadership skills helping reduce poverty.

02.02.01 My project contributes to the Zero hunger goal

4

02.02.02 Zero hunger - Justification

02.03.01 My project contributes to the Good health and well-being goal

6

02.03.02 Good health and well-being - Justification

A lack of purpose and motivation is linked with several health vices. People who lack purpose also suffer from emotional and psychological distress and general discontent. Increasingly, governments and health practitioners have acknowledged that good mental health has several benefits such as a productive workforce, and healthier individuals and families. As a speaker and with HS Media, our content will focus on producing content that addresses the root cause of the increased depression levels we see now. By producing content on purpose discovery and effective living, audiences and clients will be empowered to live well-balanced and healthier lives.

02.04.01 My project contributes to the Quality education goal

7 - Strongly Agree

02.04.02 Quality education - Justification

As a digital media business project, most of our content will be made available via the Internet. The internet is the great equalizer in many ways. It has made educational content that was hard to gain access to, very accessible now. By uploading our educational content on YouTube and other freely available streaming sites, we ensure that we promote and encourage inclusive and equitable quality education. Moreover, we intend to encourage lifelong learning by producing book reviews, hosting webinars, and masterclasses and hosting experts to share their insights with our audiences. Our current videos on YouTube are evidence of the accomplishment of this goal, where we have shared content from business and educational experts with our viewers.

02.05.01 My project contributes to the Gender equality goal

7 - Strongly Agree

02.05.02 Gender equality - Justification

We currently have five other project partners, with two of them women. Gender equality is important to us because we want to appeal to a broad audience and the perspective of women will be crucial to achieving this. Women are underrepresented in media and we want to change this narrative by empowering women with relevant skills in photography, videography, editing, animating and podcast hosting to curb this phenomenon. Also, our content is gender-inclusive, empowering women and men alike to live purposeful lives.

02.06.01 My project contributes to the Clean water and sanitation goal

2

02.06.02 Clean water and sanitation - Justification

02.07.01 My project contributes to the Affordable and clean energy goal

1 - Strongly Disagree

02.07.02 Affordable and clean energy - Justification

02.08.01 My project contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification

HS Media will empower its personnel and audiences with relevant 21st Century skills. Technology is advancing rapidly, threatening to replace many jobs. HS Media will tackle this growing threat by empowering its personnel with digital media skills including coding, editing web marketing and animation skills. HS Media also intends to deploy the use of AI to keep these skills sharp and always relevant to growing market changes. We are a tech-driven business project so technology will be an enabler rather than an inhibitor. Additionally, the media content, speeches and keynote addresses that HS Media will deliver will have a special focus on empowering our audiences to leverage relevant professional, personal and social skills that will empower them to excel in their career and business ventures. Moreover, the focus on soft skills such as communication, financial management and leadership will have a direct impact on our audience's economic prospects.

02.09.01 My project contributes to the Industry innovation and infrastructure

7 - Strongly Agree

02.09.02 Industry innovation and infrastructure - Justification

Technology is here to stay. Now the question faced by governments and businesses is how to leverage technology to build resilient infrastructure and promote inclusive development. This concern is especially acute in Ghana and other sub-Saharan African countries with a large youth population but an insufficient industrial infrastructure. HS Media intends to capitalize on the rapid changes in technology and industries by first empowering its audiences and clients with relevant 21st-century skills and also its personnel. Additionally, as a media production, there is a necessity to invest in equipment, studio space, catering, etc. As such, by our very, existence we create demand for personnel, products and services. HS Media therefore will intentionally seek to build this business ecosystem to ensure that good jobs are made available and a resilient and sustainable ecosystem is built.

02.10.01 My project contributes to the Reduced inequalities goal

7 - Strongly Agree

02.10.02 Reduced inequalities - Justification

Africa as a region is unrepresented online. There are a few well-known influencers and internet personalities from Africa. This has several adverse effects. First, since the internet is the new marketplace, Africa’s exclusion is problematic because it keeps Africans locked out of beneficial business opportunities. Secondly, the internet has become a means by which many people are educated. An underrepresented African presence will potentially have negative effects on our levels of education. HS Media intends to reverse this trend by helping to increase the presence of Africans online. More importantly, by producing uplifting and empowering content, Africa’s representation will be positive and beneficial globally. Additionally, how Africa is framed by the international media has been problematic for decades now. HS Media will also reverse this trend by presenting a view of Africa that is well-balanced and empowering to all.

02.11.01 My project contributes to the Sustainable cities and communities goal

2

02.11.02 Sustainable cities and communities - Justification

02.12.01 My project contributes to the Responsible consumption and production goal

5

02.12.02 Responsible consumption and production - Justification

Ghana faces several challenges with reliable, affordable electricity supply. As a media production project, we will need to invest in reliable, alternative power supply to ensure consistent electrical supply. It is our goal to invest in acquiring solar panels as an alternative power supply. Since solar is a renewable energy source, our use of solar power will ensure sustainable production and consumption.

02.13.01 My project contributes to the Climate action goal

4

02.13.02 Climate action - Justification

02.14.01 My project contributes to the Life below water goal

2

02.14.02 Life below water - Justification

02.15.01 My project contributes to the Life on land goal

1 - Strongly Disagree

02.15.02 Life on land - Justification

02.16.01 My project contributes to the Peace justice and strong institutions goal

4

02.16.02 Peace justice and strong institutions - Justification

02.17.01 My project contributes to the Partnerships for the goal

2

02.17.02 Partnerships for the goal - Justification

05.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

5

05.02 The product/service we envision creating represents an entirely new type of product/service.

4

05.03 The product/service we envision creating could be described as a new technology.

3

05.04 The product/service we envision creating is an improvement on an existing product or service.

7 - Strongly Agree

05.05 The product/service we envision creating could be described as an extension of a range of products or services.

7 - Strongly Agree

05.06 The product/service we envision creating responds to a demand or need that has not been satisfied by other products/services.

5

05.07 The product/service we envision creating is a new version of an old product/service.

6

05.08 Justification

HS media is innovative in the media space for several reasons. Firstly, we are not simply a media company. We are one with a core mission – which is to empower our audiences and clients with a deep sense of purpose. This makes us mission-driven. Secondly, by virtue of our location, we stand out as a technology-driven, media business project started by young Africans. Additionally, the content we produce and plan to expand upon is innovative because it seeks to present our audience with old-age wisdom appealingly and engagingly. Since our target audience is relatively younger, our videos on purpose discovery, dealing with obstacles and hardship, handling negative emotions, career and education may be the first time our audiences are introduced to such topics. This is both an opportunity and a challenge since it compels us to produce content that is appealing and relevant. As such, innovation is hardcoded in our activities; to be relevant, we must always be innovative.

05.09 Who are your main potential competitors and what makes you stand out from them?

Kwadwo Sheldon is a Ghanaian YouTube personality. He produces content on YouTube, mainly focused on breaking news and trends in Ghana and Africa. HS Media stands out from Kwadwo Sheldon in several ways. Firstly, we have a core message – which is to empower our audiences to live purposeful lives. This will shape all the content we produce. Secondly, we also provide speaking services focused on leadership and business to audiences including church groups, schools and organizations. Additionally, we also plan to provide masterclass sessions where we offer tailored online courses on relevant topics such as purpose discovery and leadership. This offers an enhanced level of engagement with our audience which will help to increase brand loyalty. Finally, we endeavor to create a culture with HS media. We want our audiences and clients to be fully committed to purposeful living and to achieve this we want to make this a way of life by producing everyday products such as a clothing line.

10.06 Are you initiating actions within your community to promote the role of female entrepreneurs?

Yes, we employ the services of Equiys Beauty Studios – a female-owned beauty parlor to provide makeup and beauty-related services for our clients. We also plan on expanding services by employing the service of a female-owned fashion brand.