Held under the theme, “The Side-Hustle Growth Playbook: Running a Business While in School or on a 9-to-5,” the webinar brought together successful entrepreneurs who shared their experiences and strategies for balancing entrepreneurship with academic and professional responsibilities.

Moderated by media personality Afi Tsegah, the virtual event explored the growing role of side businesses in today’s economy. It featured presentations from Chichi Yakubu, Founder and CEO of NyoNyo Essentials; Lawrencia Bazal Darko, Founder of Bazal Art Studios and legal practitioner; and Princess Burland, influencer and Founder of Diya Organics.

Speaking during the session, Chichi Yakubu encouraged participants to diversify their income sources, noting that relying on a single stream of income is increasingly challenging in the current economic environment.

Drawing from her own entrepreneurial journey, she explained how a personal weight-loss initiative evolved into a successful healthy food business after she identified a market need and transformed her passion into a commercial opportunity.

She urged aspiring entrepreneurs not to wait for ideal conditions before launching their ventures.

There is never really a right time. If you’re waiting to have enough money, the right network or the perfect platform, you will never start,” she said.

Yakubu advised individuals seeking financial stability to build their businesses alongside full-time employment until their ventures can independently sustain their lifestyles.

If you want to be safe and financially secure, find a job that caters to your needs and pursue your passion in your spare time. Those foundational years build character, resilience and the stamina needed to succeed as an entrepreneur,” she added.

She further encouraged young entrepreneurs to focus on solving real-life problems, stressing that identifying gaps in the market and providing practical solutions can turn personal interests into profitable businesses.

Lawrencia Bazal Darko highlighted the importance of building businesses around genuine skills and understanding the operational aspects of a venture before seeking growth.

Sharing her transition from law into photography, she said entrepreneurs must have sufficient knowledge of their products and services to effectively supervise quality and ensure long-term sustainability.

Before you think of starting a side hustle, it should be something you can supervise and something you can critique because you’re mostly not there,” she noted.

On business registration, Bazal Darko advised entrepreneurs to validate their business ideas before formalising them.

From a lawyer’s perspective, I would say formalize the business the moment you conceive it, but from an entrepreneur’s perspective, I would say run the business for a while and make sure people outside your family and friends are willing to pay for your product or service,” she explained.

She cautioned that business registration comes with legal and tax obligations and urged startups to prepare adequately for those responsibilities.

The legal practitioner also underscored the need for entrepreneurs to protect their businesses through clear contracts, policies and terms of engagement. She further encouraged startups to separate personal and business finances by maintaining dedicated business accounts, a practice she said enhances organisation and credibility.

Princess Burland, Founder of Diya Organics, advised young entrepreneurs to remain patient, manage expectations and adopt strategic thinking as they navigate the challenges of business growth.

She cautioned participants against comparing themselves to social media success stories, explaining that online perceptions of high demand and rapid growth can often be misleading.

Sometimes what you see on social media is strategy. I’ve done it before starting with 10 products and telling people it was hundreds,” she said.

Burland urged entrepreneurs to stay committed to their ventures despite slow initial growth, emphasising that sustainable success often requires consistency, resilience and adaptability.

She also highlighted the importance of professionalism in customer relations, advising business owners to maintain respect and composure when dealing with clients while enforcing clear policies.

You have to humble yourself for your clients, even when it is difficult, but at the same time maintain your policies so people don’t take advantage of you,” she stated.

Summing up her message, Burland encouraged entrepreneurs to embrace calculated risks, patience, emotional intelligence and strong business boundaries as essential ingredients for long-term success.

The webinar forms part of MTN Ghana’s broader SME Accelerate initiative, which seeks to support entrepreneurship and empower young people with practical knowledge to build sustainable businesses and contribute to economic growth.

Source: Isaac Kofi Dzokpo

QNET made the announcement at a press conference held at the Marriott Hotel in Accra’s Airport City. The event was attended by dignitaries and business leaders from Ghana and abroad.

Speaking at the event, Biram Fall, QNET’s Deputy Chairman for Sub-Saharan Africa, said:

“We are delighted to welcome Bola Ray to the QNET family. His leadership and influence reflect QNET’s values of integrity, innovation, and empowerment. This appointment marks a new chapter in our commitment to doing business transparently and responsibly in Ghana.”

He added that QNET continues to strengthen its collaboration with national stakeholders and security agencies to reinforce its ethical business operations.

In his remarks, Bola Ray expressed pride in joining QNET, describing the appointment as both “a professional milestone and a responsibility to represent a credible global brand.”

“I’m honoured to work with QNET at a time when the company is driving positive change through partnerships and education,” he said. “Together with EOCO, QNET is raising public awareness about scams and promoting ethical entrepreneurship. The new QNET Compliance Office in East Legon is another major step in ensuring transparency and accountability.”

Naana Quartey, QNET’s Global Compliance Officer, reaffirmed the company’s dedication to maintaining the highest ethical standards across all markets.

“Our focus in Ghana aligns with QNET’s global compliance framework, which prioritises consumer protection and responsible entrepreneurship,” Quartey said. “Through partnerships, education, and strong oversight, we ensure QNET operates with integrity and remains a trusted business in every community we serve.”

Bola Ray will support QNET’s local initiatives that promote entrepreneurship, youth empowerment, and community development. Through responsible business practices and continuous education, QNET aims to build a strong network of legitimate entrepreneurs contributing to Ghana’s economic growth.

The announcement reinforces QNET’s mission to promote ethical entrepreneurship and transparency across Africa. QNET remains committed to working closely with authorities and partners to protect consumers, promote fair business, and strengthen the reputation of the direct selling industry in Ghana.

Notably, Ghana successfully hosted the V-Africa 2025 convention, which brought together thousands of entrepreneurs and QNET distributors from across the continent. The country is poised to host the event again in March 2026, reaffirming Ghana’s growing importance as a regional hub for ethical direct selling and entrepreneurship.

About QNET

QNET is a prominent lifestyle and wellness company that uses a direct selling business model to offer a wide selection of exclusive products that enable individuals to embrace a healthier, more balanced life.

Since 1998, QNET’s innovative products and e-commerce-driven business model have helped build a global community of satisfied customers and microentrepreneurs, who are driven by the mission of RYTHM – Raise Yourself To Help Mankind. Popular product brands offered by QNET include the Bernhard H. Mayer range of luxury watches and jewellery, HomePure range of home care products, the Amezcua wellness range, Physio Radiance personal care range, and QVI branded holiday packages.

QNET proudly holds memberships in the Direct Selling Association in several countries, the Hong Kong Health Food Association, the Health Supplements Industry Association of Singapore, and more. QNET is also active in several global sports sponsorships including in its role as the official direct selling partner of the Manchester City Football Club and the Confederation of African Football (CAF), underscoring its commitment to excellence and global reach.  Discover a world of new possibilities with QNET by visiting www.qnet.net

He explained that instead of succumbing to the economic challenges facing the country, Ghanaians should unleash the entrepreneurial spirit inherent in them.

Speaking at the Group’s Annual Thanksgiving Service on Friday December 8, at its headquarters in Accra, the Executive Chairman said that just as the lepers in 2Kings 7:8 did and succeeded by using their own available local resources, he trusts that God will deliver Ghana from it’s current predicament if the nation depends on home grown solutions.

Just as the lepers relied on their own initiatives, and they succeeded. If we determine to use whatever strength and limited resources God has bestowed on us, we shall succeed!

He was of the view that even though this year has presented formidable global challenges, and Ghana has not been exempted, Ghanaians should not succumb to these economic challenges, but rather unleash the entrepreneurial spirit inherent in Ghanaians.

It is imperative that we seek indigenous solutions to diminish our reliance on foreign products. The time has come for us to bolster our domestic production, ensuring that we prioritize consuming what we manufacture to alleviate the persistent strain on the cedi. With a steadfast belief in the Almighty’s grace, I am confident that prioritizing localization will lead us to emerge victoriously from these challenges,” he emphasized.

The Minister for Sanitation and Water Resources, Hon. Dr. Freda Prempeh in a short remark reiterated that her Ministry will continue to support the private sector to keep the country clean.

She noted that Jospong Group’s recent achievement at the COP 28 is not only commendable but a testament for others to follow.

She therefore commended President Nana Addo for his vision in establishing the ministry of Sanitation and Water Resources which has facilitated great achievements for the country.

Together we will overcome sanitation challenges and grow from strength to strength,” she prayed.

The Guest Minister for the event, Apostle Dr. Aaron Ami-Narh, the president of the Apostolic Church of Ghana, preaching on the theme; “Be grateful enough to return” praised the Executive Chairman of the Jospong Group for the annual week long thanksgiving service and for organising it year after year without fail regardless of the difficulties that the company may be going through.

It takes a level of thankfulness to return to be grateful” he noted.

Citing Luke 17:15, “When one of them saw that he was healed, he came back. He praised God in a loud voice. He threw himself at Jesus’ feet and thanked Him, he said “And when you return to say thank you the Spirit shall empower you to do more”.

Touching on election 2024, Dr. Ami-Narh stated that the God who has seen Ghana through several elections, will also see the country through the upcoming presidential and parliamentary elections.

Dr. Agyepong took opportunity to thank staff and management of the Jospong Group of Companies for their support over the years. He also commended all the ministers of state and members of parliament and all individuals and institutions that have supported the Group in one way or the other in the past years.

The company also emphasised its mission to provide distinctive life-enhancing products to the people of Ghana while facilitating the entry of micro-entrepreneurs into their business ecosystem through a commission-based model. This was made known by Ramya Chandrasekaran, Chief Communications Officer of the QI Group, the parent company of QNET, in a highly interactive media session in Accra.

QNET, through its Corporate Social Responsibility (CSR) arm, RYTHM (Raise Yourself to Help Mankind) Foundation, has had a successful partnership with Ghanaian NGO ANOPA Project in Cape Coast and its environs for three years which has benefited around 1200 people. Of these, around 450 are hearing and visually impaired children who have been equipped with valuable life skills through inclusive, accessible, and high quality sports-based interventions. The Foundation is in the process of expanding this programme to several other organisations in Ghana that work with children with disabilities and special needs.

Ms. Chandrasekaran explained to journalists: “We are very proud of the impact of our programme in Cape Coast. Fourteen (14) kids from the programme have qualified for the World Deaf Swimming Championships this year and will be going to Argentina in the last week of August! This year, as we celebrate our 25th anniversary, we remain focused on building on the positive social impact we have made in communities around the world through our products, business, and development projects.”

Ms. Chandrasekaran emphasized the company’s focus on offering distinctive, life-enhancing products to the people of Ghana. “Our aim is to help people live better lives and take charge of their health and their livelihood through our offerings. We have a wide selection of products and services that help customers improve their well-being, enhance their lifestyle, and enrich their minds. Our latest is a powerful immunity boosting beverage called Edge Plus which has become very popular with our customers considering the post-pandemic health concerns”, she explained.

She explained how QNET enables aspiring micro-entrepreneurs to build their own business using the company’s products, enhancing their livelihoods, and contributing to Ghana’s economic growth.

“The best part is that anyone can start their independent sales business of promoting these products by registering as an independent representative with QNET and earning commissions on product sales. We are democratizing entrepreneurship by helping anyone become a micro-entrepreneur using QNET’s direct sales business model.”

Acknowledging misinformation surrounding QNET, Ms. Chandrasekaran reaffirmed the company’s commitment to clarifying misconceptions and dispelling myths. “We are on a mission to change the narrative about QNET which has been tarnished by a small group of individuals who have misused our name for their unethical activities. That’s why my colleagues and I regularly visit Ghana to meet with various stakeholders in the media and law enforcement to address concerns and collaborate on public education initiatives to ensure the public is not misled by these scamsters.”

She concluded: “As QNET celebrates its 25th anniversary, the company remains dedicated to its core principles: fostering positive social impact, offering valuable products, empowering entrepreneurs, and upholding transparency in its operations.”

About QNET

QNET is one of Asia leading direct-selling companies offering a wide range of health, wellness and lifestyle products that enable people to live better lives. QNET’s grass-roots business model, fuelled by e-commerce, has helped empower millions of entrepreneurs in more than 100 countries worldwide.

Since its inception 25 years ago, the company has operated a unique business model that allows individuals, including women, to start their businesses and earn an income by selling the company’s products.

QNET is headquartered in Hong Kong and has a presence in more than 25 countries worldwide through subsidiaries, branch offices, agency partnerships, and franchisees. QNET is a member of the Direct Selling Association in several countries, the Hong Kong Health Food Association and the Health Supplements Industry Association of Singapore, among others.

QNET is also active in sports sponsorships around the world. Some more prominent partnerships include being the Direct Selling Partner of Manchester City Football Club and the African Club League Championships of CAF.

For more information, please visit QNET at: https://www.qnet.net/

Organised by Heritors Labs Limited, a Web 3.0 company was on the theme: “Levelling Up Training Workshop for Research and Innovation Commercialisation and Entrepreneurship.”

The training aimed to equip participants with the skills and knowledge on how to commercialise their innovative ideas and prototypes.

A release issued by the company said the workshop forms part of efforts to drive the development of thriving value chains in the Science, Technology, Innovation and Research (STIR) ecosystem as well as advance the commercialisation of innovation and research outcomes in Ghana.

It said participants were introduced to the available support programmes within the research and innovation ecosystem and educated on the principles and practise of commercialising research and innovation.

Other topics treated at the training workshop included financial management, funding support, research sales and marketing strategies, team building, and company structure and formation.

Innovation  

The Chief Executive Officer (CEO) of Heritors Labs Ltd., Derrydean Dadzie, explained that individuals with disabilities and women were often overlooked and underrepresented in the STIR value chain despite the critical roles they play using their other physical and intellectual abilities to impact the ecosystem significantly.

He said people with disabilities might be unable to work as lab technicians or use delicate scientific tools and equipment such as microscopes or simple ones like beakers.

However, they may be capable of achieving success in fields like project management, research communications, software development, and technology advisory within the research and innovation ecosystem.

The levelling up training initiative aimed to build the innovation capacity of people with other abilities and women on how to commercialise their research and innovation ideas, thus empowering them to create their businesses to achieve financial independence towards eradicating poverty.

“We are excited about the impact this programme will have on the lives of its participants and anticipate new partnerships in addressing other pressing challenges to bring the social gaps in the research and innovation commercialisation value chain,”  Dadzie said.

Know this 

The training was funded and supported by the Research and Innovation Systems for Africa (RISA) fund, FCDO and UKAID in collaboration with the Ghana-India Kofi Annan Centre of Excellence in ICT, which contributed significantly to developing the content and coordinating the resource persons for the various topics.

QNET, a prominent e-commerce based direct selling company, is proud to establish its first-ever training centre in the Sub-Saharan Africa region in collaboration with Botsumtwi Limited. Located in East Legon, Accra, this new training centre will see the company bringing world-class training workshops and educational programmes for its community of distributors to participate in to enhance their management skills, increase business literacy, and leverage on opportunities to build their successful enterprise.

QNET has successfully built a community of thriving micro-entrepreneurs worldwide to become a force of good, especially in emerging economies. The first of its kind in the region, the new training centre in Accra will bring in international speakers, professional trainers, and acclaimed experts to conduct workshops in Ghana. QNET will also regularly host sessions on professional marketing practices, regulatory compliance, and integrity in business conduct in collaboration with local partners. Participants can expect interactive, informative, and practical learning sessions that will enrich their knowledge of entrepreneurship and direct selling.

Equipping people with the needed skills is key to supporting fair, inclusive, and sustainable societal growth. Having trained over 30,000 people through community education initiatives across sub-Saharan Africa in the last few years, QNET aims to build a local ecosystem that supports continuous learning for entrepreneurship communities well into the next decade. This training centre marks QNET’s new milestone in sub-Saharan Africa, providing an opportunity for the company to give back to the local community by establishing an education platform that is accessible, and highly beneficial for all. QNET will organise regular workshops and training sessions that is estimated to benefit around 600 people every month.

Mr Biram Fall, QNET’s Regional Manager for sub-Saharan Africa, adds that “We are excited for this new milestone! Our goal is to bring sustainable, positive change to the communities we operate in through our products, services, education, and community development programmes – thus creating a more diverse, powerful, and inclusive economy for all. In fact, in the World Federation of Direct Selling Association’s latest report, Chairman Roger Barnett highlighted that the direct selling industry can demonstrate its positive social and economic impact in countries where direct selling businesses operate.”

The training centre will focus on the following goals:

• Offering entrepreneurial-based capacity-building programmes for all through comprehensive training workshops led by international speakers and experts.
• Fostering a conducive environment for the QNET distributor community to learn and enhance their skills. The centre will provide equal opportunities to all to learn about direct selling, QNET’s diverse product portfolio, and professional marketing practices.
• Cultivating a professional community that encourages a check-and-balance system and promotes adherence to WFDSA’s Code of Ethicsand QNET’s ethical policy and standards, also known as the ‘Red Lines’. These are a set of ground rules that Independent Representatives (IRs) must adhere to when conducting business. These require all IRs to operate in a fair, respectful, and professional manner at all times.
• Increasing compliance with local laws and regulations and collaborating with local government bodies.

Entrepreneurship in Ghana is an essential driver of the economy – more than 90% of all businesses are small to medium enterprises (SMEs)  providing opportunities, especially for youth and women, to generate a source of income and enhance living standards. Industries with lower barriers to entry, such as direct selling, are seeing explosive growth as more people explore new ways of earning a sustainable source of income by offering entrepreneurship opportunities. In 2021, the World Federation of Direct Selling Associations (WFDSA) Annual Report saw Africa and the Middle East charting the second-highest sales growth at 4.0%, bringing the total up to US$759 million. In this developing economy, companies like QNET are especially integral to economic growth for the country as it generates new self-employment opportunities, promotes development in semi-urban and rural areas, and fosters innovation in communities.

“Education is one of the most effective tools that can develop untapped talent in a community, especially for the youth,” Fall adds. “QNET’s extensive experience in organising professional development workshops worldwide mean we are well-equipped on what it takes to build an effective learning culture within the community. Our plan is to continue seeking collaboration opportunities with local government bodies and community leaders to facilitate meaningful conversations and plan actions on how we can further support Ghana’s economy.”

About QNET

QNET is one of Asia’s leading e-commerce based direct selling companies offering a wide range of health, wellness and lifestyle products that enable people to lead better lives. QNET’s grass-roots business model fueled by the power of e-commerce has helped empower millions of entrepreneurs in more than 100 countries worldwide.

QNET is headquartered in Hong Kong and has a presence in more than 25 countries around the world through subsidiaries, branch offices, agency partnerships, and franchisees.

QNET is a member of the Direct Selling Association in several countries, as well as the Hong Kong Health Food Association and the Health Supplements Industry Association of Singapore, among others.

QNET is also active in sports sponsorships around the world. Some of the more prominent partnerships include being the Direct Selling Partner of Manchester City Football Club and the African Club League Championships of CAF.

As you grow in years; it is equally prudent to grow with your business. You look back and see your enterprise as your growing pal. Growing up, many people have dreams to live comfortably but same people forget that the world is not a bed of roses. Dreams when not intentionally worked out and translated into actions remain mere dreams and die out in no time.

Many young people rigidly follow the academic ladder with the motive to reap white colour jobs at the end of the tour. This is not just happening automatically for most young people, truth be told.

Well, it is not ideally enough to swim in the ocean of idleness looking at the huge investment made on you. Let’s critically not overlook the time spent while climbing the academic ladder.

To this end, I gather my write up to spark you to reality. Dear one, you have inward power and drive within you to create something for yourself. Creation is earnestly waiting for your manifestation! Be sparked and motivated by these themes to set your enterprise

Grow Up With Something

There should be an intentional mindset to grow up with your establishment. Start now and gather all within you and resources to start an enterprise. It is not too late to venture into any enterprise within your reach. Realistically, you are probably seeing and enjoying enterprises and handiworks people built in their twenties (20s). This is evident in the music, creative art, manufacturing, media, church, educational industries; just to mention but a few. Some of these great manufacturing industries were built by the owners when they were young, see how they have grown with it! Time will not permit me to mention some of our darling music icons whose tunes we enjoy; please get the age range they composed that music and see how far they come with their music career.

Look at an entrepreneurial field or establishment which fascinates you so much and you will realize that they started as young persons and he or she is growing with it.

Call An Enterprise Your Own

The joy and inward feeling which is accompanied by calling something your own is nothing to joke with. Get to that zone of life and you will appreciate what afore described. Be motivated to build and own an enterprise; overcome your fears and negative stories heard and jet yourself up. Hold it high and channel all your resources into it; stop at nothing to bring it into fruition. Rise again when you fall, faced with obstacle or completely fail. Re-strategize and pounce back, remember that no one is immune to failure. Dust yourself up and keep going; not repeating the previous mistakes.

Solve Part of Society’s Problem

Your contribution to solving the society’s problem is paramount. You count, your ideas count and your enterprise counts. Solve Part of the world’s problem by setting up a solution stop at one end.

Legacy Minded

You need to be remembered with something; carve a name for yourself in the midst of two people, your immediate family, friends, society and the world at large. Hold high your trade mark, be branded and translate your brand into platform to solving the world’s problem. Let your name be associated with a solution to a problem.

See you at the top for taking intentional steps to build your entrepreneurial business; kudos and go well.

By Andrews Tetteh
[email protected]
0249216312

What is direct selling?

Direct selling originated in the United States and remains one of the main business activities of the American economy to this day. It is a global industry and it is one of the largely untapped solutions to the economic, health and lifestyle challenges facing Africa’s growing population today.

Global direct selling revenue reached $ 180.5 billion in 2019 and more than 119.9 million people worldwide participated in international direct sales in 2019 (WFDSA Report 2019)  and 5.5 million people in Africa.

Direct selling is incredibly easy. It sells products directly to the consumer without the usual long chains of middlemen or retailers. Most products sold through direct sales are usually not found in regular retail stores. This means that you can only buy through the distributor or company representative. You can do this through internet marketing, in-person selling, direct mail, catalogs, telemarketing, and other ethical marketing means.

The challenges facing the majority of West African populations

Today in West Africa, job creation is a major challenge for many governments. There is also youth unemployment. It is therefore not surprising that many West African countries have large populations of unemployed and unemployed youth, with little redemption in sight.

Another dominant trend is the emergence of a health and beauty consciousness, especially in recent times. The rapid proliferation of service providers such as gyms, health centers, exercise and fitness centers, dietitians, etc. testifies to it.  People take their lifestyle more seriously. And that only means that there is a growing market for health and lifestyle related products and services.

Direct Selling Provides Solutions

As previously stated, the direct selling industry originated in the United States, and for over a century it has remained one of the fastest growing sectors of the economy, generating billions of dollars each year and providing employment opportunities to millions of people and ensuring that needed products and services reach people anywhere they are. Direct selling is now practiced in many parts of the world, including Africa.

QNET Promotes and Supports entrepreneurship, personal development and economic growth opportunities

Through direct selling, QNET fosters the growth of individuals and small businesses and provides more financial empowerment opportunities for individuals, professionals, small business owners and workers. In a recent interaction with a group of young people, a Malian university graduate named Ali Allu said: “In the past and in parts of Africa, education was the key to success: a good job, a good salary, and a better livelihood. Nowadays, while education is always a good thing, it is no longer a guarantee of success. Therefore, you have to look for opportunities and explore them. Direct selling is one of those opportunities that young people should consider taking advantage of. ”

Direct selling is a credible industry, and regulators, such as the US-based World Federation of Direct Selling Associations, go to great lengths to adopt best practices and ensure the industry operates to the best standards. QNET is a member of the Direct Selling Association of Malaysia, Singapore, Philippines, Indonesia, Spain as well as the Hong Kong Health Food Association and the Health Supplements Industry Association of Singapore, among others.

QNET offers a training module for its independent representatives. They are trained in entrepreneurship, marketing and sales, customer service and business development. Some of the lessons they learn are equivalent to those taught in leading business schools around the world.

The QNET Advantage

QNET has capitalized on Africa’s growing quest for education, health, wellness and beauty. With its range of personalized products, the company meets the challenges of a better lifestyle, a healthy lifestyle and well-being. The company has also adapted its products to intercultural norms and situations and is even willing to develop more products locally across Africa. The QNET Direct Selling Module is designed to address basic needs for financial security, healthy lifestyles, and general livelihood improvement.

Africa currently has the largest youth population in the world and the constant search for jobs and employment opportunities, economic empowerment and a healthy lifestyle will always exist. In the coming decades, with an estimated that 200 million young people being added to Africa’s workforce, an urban population of about 770 million, and 70% internet connected mobile subscriptions, the implications for digital commerce is clear as a large number of people will be able to search and transact directly online through the convenience of smartphone.

QNET, one of the world’s leading direct-selling companies and partner of Manchester City Football Club and the African Football Confederation (2018/2019 ; 2019/2020), continues to help tackle the challenges of education, job creation, economic empowerment and improved lifestyle in over 100 countries around the world, including West Africa, through its direct selling business model.