Four friends who met in 1994 at university transformed a 2014 Mediterranean cruise into the 2017 founding of Tessera, a communications agency targeting small and medium enterprises. The business model emphasized clear roles, shared vision, and a commitment to redefining Kenya's branding landscape.
The Founders' Journey ¶
The agency's origins trace to 1994 when Joanna Gow, Stella Mwachi, Maxi, and Nora formed a lifelong friendship. Their business idea crystallized during a 2014 cruise, but the foundation for their partnership began earlier: Gow married Mwachi in 2004, at which time they had four nieces. This personal connection influenced their professional collaboration.
Business Philosophy and Structure ¶
Tessera's name derives from the Greek word for 'four,' reflecting its founding quartet. Gow, a brand strategist with experience in corporate agencies, described larger firms as 'shark tanks' prioritizing sales over client relationships. The agency aimed to provide strategic brand solutions rather than aggressive sales pitches, focusing on SMEs overlooked by commercialized agencies.
Roles were established early: Gow led as managing director, while Mwachi handled finance and administration. They maintained strict boundaries, avoiding business discussions during personal meals and separating personal and company finances. 'We set aside funds during prosperous times to weather downturns,' Mwachi said, citing a two-year financial plan that sustained the agency through election-year market stagnation and the COVID-19 pandemic.
Growth and Challenges ¶
Tessera began with equal founder investments and a business partner loan, prioritizing long-term planning over rapid expansion. Despite challenges like high staff turnover and creative team dynamics, the agency maintained organic growth, now employing 16 people with 67% women. Key clients include Safaricom and Pfizer, with campaigns like the cross-African 'Together to End FGM' initiative.
Joanna Gow emphasized modern branding's complexity: 'It's a science to sell intangible values in a social media-driven market.' The agency balances SME focus with diversification, aiming to maintain stability while expanding its digital and creative teams.
