EMMANUEL Hall, 29, is no stranger to sacrifice; he sold all his furniture, relinquishing the comforts of home, to help make his company – the Kingston-based eBusiness Synergy – a reality.

“I didn’t sell it all at once. I sold it over time, depending on the need for funds – even my bed I sold. Those are some of the sacrifices I have made,” he told Career & Education.

Now two years into the operation of the company, which has offices at the Technology Innovation Centre on the campus of the University of Technology, Hall has only a computer and a mattress in his home. But he is unconcerned.

The business, Hall said, is picking up and showing signs of promise as they offer a range of services, including:

. website and software development;

. computer networking and marketing consultation;

. graphic designing and printing services; as well as

. multimedia promotion (developing marketing material for the web, TV, radio and the print media).

It is not that Hall cannot afford to outfit his home. He can, but he said it would not be prudent since money used on furniture now is money that could be better spent on the further development of the business.

“It’s a choice because I spend all I have in the business to keep it going. So I can’t afford to buy back any furniture. I mean I can, but I won’t,” he said. “We are in an economic recession with limited cash flow and limited marketing. The business has grown since start-up and although it was a struggle we managed to have a foothold in the industry and we are now focusing on injecting more capital to be more competitive and profitable. The current cash flow level does not allow for much marketing and at the same time we need to invest to maximise productive capacity.”

Furniture has not been his only sacrifice in the interest of eBusiness Synergy; Hall has lost relationships.

“Things couldn’t work because of the focus I had on the business, and persons strayed,” he said simply.

Hall is also childless, which he considers a gift at this stage.

“If I had children, I would have been sacrificing for them rather than for the business. It would remind me of growing up with my dad. He sacrificed for me to make my life better, and at the end of his life, he did not fully accomplish what he wanted to,” he told Career & Education. “It is not that I am blaming myself, but he was brought into the situation where he made a choice. So I am fortunate to not be in a position to make that sacrifice.”

Opening the doors to eBusiness Synergy, which cost an estimated J$1.6 million, was the realisation of a dream for Hall.

“This is something I was planning since I was 15… I had other business ideas and interest but this is the most lucrative venture, given the circumstances,” he said.

Once he had settled on the idea, the next step was deciding on a name. eBusiness Synergy, Hall said, was perfect.

“The purpose the company would serve [inspired the name]. I wanted to provide IT [Information Technology] solutions that allow SMEs [small and medium enterprises] to create a synergy between their business and technology – technology such as the development and implementation of a website as a marketing tool, software to increase efficiency and reduce expenses, computer networking for the benefits this brings in processing information on more than one computer. And history has proven that a synergy between business activities and technology results in increased profits,” Hall said.

And his choice of services… “When you combine these services, they will reduce the cost of operation and increase revenue simultaneously. So basically I saw a way that I could use skills I already have to provide essential services to SMEs,” noted Hall, who holds a first degree in economics and management studies from the University of the West Indies.

The challenges to starting the business, he said, were many.

“There was a lack of sufficient financing, limited administrative support, limited marketing activities, limited equipment to deliver services and absolutely no cash flow,” Hall said.

Some of those challenges persist. However, he and his team are working to ensure that they meet them.

“We are actively seeking sufficient funding to support business operation and growth, whether through loans, investors or guarantors. And we do have the support of the Technology Innovation Centre. The TIC has been instrumental in facilitating our operation, considering the circumstances,” he said. “But most importantly, the bulk of the money that has been invested in the business came through revenue generation. So our primary focus will remain that of increasing revenue and controlling cost.”

In addition, Hall said that they had increased their service offerings to include graphics and printing services.

There are days when the burden of operating a business is weighty, but Hall manages to hang on. His philosophy, he said, is that “in business it’s not always about making money… and as such I believe I am in business for a purpose and not just because.”

“Meaning, I am not in business “because” I want to be my own boss, not “because” I am tired of working for “people”, certainly not “because” of the need for money, which is important, yes. I am in business due to the fact that I know the importance of the services we provide and how these services will lead to increased revenue and at the same time reduce the cost of operation… thereby helping SMEs to become more marketable and profitable,” Hall added.

His business partners Dean Beckford and Roy Llewellyn-Miller, he said, have been invaluable to him and the business.

“Roy has been of strong support ever since my business was a concept and has inputted greatly up to this stage. I had to give him equity as a means of compensation for his support and sacrifices, especially since I cannot afford his services. Plus, he also plays an instrumental role in the marketing and delivery of service to clients,” Hall said. “Dean quit his job that was paying him twice as much of what I was offering him. He even unselfishly sacrificed his own personal savings to help with business cash flow. I had to compensate him for these sacrifices and as such he also has equity in the business.”

The success of their partnerships so far, Hall said, has been based on mutual sacrifice in the interest of the company.

“For any partnership to be a success everyone involved must have common interest and be willing to make sacrifices at all times, all of us best interest is in the growth and success of eBusiness Synergy. Thus far, we all have been making great sacrifices for the business; we even look out for each other’s interest,” he said. “We never get entangled in personal squabbles, and we are all willing to take criticism from each other. None of us have ever crossed the line with regards to respect, personal or otherwise. We are like a band of brothers, where mutual respect is due all the time.”

The entire team at eBusiness Synergy, Hall said, has been critical to their growth so far. That team is comprised of five people who are employed under special contractual arrangements. There is a project manager [Rosalee Wood], a network administrator [Everton Francis], a general manager [Beckford], a business development specialist [Llewellyn-Miller] and Hall himself, who is not only CEO of the company, but also its web developer and programmer.

“From time to time, other persons are sub-contracted dependent on the volume of work. This team is a comfortable mixture of youth and experience, all powered and inspired to provide quality service without compromise,” said Hall. “I always knew that in going into business I needed a right mix of business associates to provide crucial support.”

The work of that team is aided by marketing.

“Currently we use direct marketing by writing to prospects and networking – attending functions and seminars; we even do presentations at some seminars. [In addition we do], web marketing via other websites and social-networking website, for example, www.facebook.com/ebsynergy. We also have a display ad in the 2009 telephone directory [under Internet services],” Hall noted.

He said that eBusiness is now looking to continue on its current growth path.

“We have been progressing according to the plans set out earlier in the year, and although we are going through a recession we are toughing it out together. We are looking to bolster business operation and maximise on our productive capacity, by providing increased services to our clients,” Hall said. “eBusiness Synergy will become a major contender in the IT field and play our part in the growth and advancement of the Jamaica Economy, where increased employment and home-grown business success is concerned.”

After all the sacrifices made, Hall is hopeful for the day when he will be able to put up his feet and receive a business leader award.

“You are looking at a future business leader. As far as I am concerned, all of the things I want are dependent on getting the things that I need. And what I need now is to have a successful business that can support me and my family – and my family will be of the future,” he said.