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Taking Stock — Craig Hendrickson Takes Over National Baking Company: What’s Next?
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LATEST EPISODE
Taking Stock — Are Social Media Property Sellers Breaking the Rules?
Latest episodes
Browse the newest Taking Stock conversations in playlist order.
How NovaCore Labs is Building a Jamaican Technology Business
Wigton’s $4 Billion Ambition
Inside Sagicor’s Plan for One Caribbean Group
Bonds vs Inflation: Where Should Your Money Go?
Jetcon’s New Cars Are Driving a Turnaround
Could This Be the Future of Housing in Jamaica?
Adam Stewart on Sandals, Jamaica’s Tourism Industry & ATL’s Caribbean Expansion
Lisa Hanna on Beauty, Business and Her Controversial Campaign
Is Barita Building Jamaica’s First Digital Bank?
What Happens to CIBC Customers Now?Inside each episode
The stories, analysis and conversations shaping business across the Caribbean.
Main Interview
Long-form conversations with the people leading major companies, industries and investments across the region.
The Analysts
Market experts break down company results, economic developments and the investment implications behind the headlines.
What’s Hot in Business
A fast-paced roundup of the biggest business stories from Jamaica, the Caribbean and international markets.
Market Recap
A concise look at the week’s market performance, including the key index movements, leading stocks and trends investors should know.
Taking Stock Articles
Reporting and analysis developed from Taking Stock’s main interviews and analyst conversations.
Getting a Scotia payout? Reassess your portfolio before reinvesting, analysts say
Scotia Group Jamaica’s exit from public ownership presents former minority shareholders with a new decision: what should replace the investment in their portfolios?
During Taking Stock’s November 3 Analysts segment, Sagicor Wealth Advisor Kandice Green urged investors to use the payout as an opportunity to review their financial goals, investment timelines and exposure to different sectors.
The discussion also featured Sagicor’s Ossey Farr, who examined how US political developments, borrowing costs and artificial intelligence spending could influence investment decisions overseas.
Start with your goals
Green said the first question for former Scotia shareholders is whether their existing portfolio still matches their needs.
An investor who previously held a large concentration of financial stocks may want to diversify when reinvesting. Someone who expects to need the money soon may require a different approach from someone investing for another decade.
The replacement also does not necessarily have to be another listed company.
Green identified Treasury bills, repurchase agreements and certificates of deposit as alternatives that may better suit some investors’ current objectives.
Her central message was that shareholders should assess the role Scotia played in their portfolios before deciding where the proceeds should go.
Look beyond the dividend
For investors seeking another stock, Green said the comparison should extend beyond dividend payments.
She highlighted liquidity—the ability to sell shares when needed—alongside earnings performance and the consistency of income.
Green discussed Sagicor, GraceKennedy, TransJamaican Highway and Massy Holdings as companies investors could examine, depending on the exposure and characteristics they want. Her comments on Sagicor came in the context of her affiliation with the group.
Rather than treating any one company as an automatic replacement, she encouraged investors to have a comprehensive discussion with their adviser about their overall portfolio.
US investors face a different set of questions
Turning to overseas markets, Farr said investors should look beyond election headlines to the policies and economic conditions that affect company earnings and borrowing costs.
He discussed how the balance of power in Congress could influence the ability to pass tax and spending measures, while expressing concern about the implications of government borrowing for longer-term Treasury yields.
Higher yields can raise the return investors demand from stocks, he explained, because investors have alternative places to put their money.
Farr also highlighted the strength of AI-related investment, which he said was helping support corporate activity and market sentiment.
AI opportunities extend beyond technology companies
Investors interested in the AI expansion do not necessarily have to focus exclusively on companies developing the technology, Farr suggested.
He pointed to utilities supplying electricity to data centres as businesses that could benefit from the infrastructure buildout. Some also pay dividends, making them relevant to investors seeking income alongside exposure to that investment theme.
Farr encouraged investors to maintain a clear investment thesis and rules for decision-making, rather than reacting emotionally to political developments or daily price swings.
Across both discussions, the emphasis was on making deliberate choices: understanding what an investment contributes, how it fits with other holdings and when the money will be needed.
Watch the Analysts discussion on Taking Stock.
Interested in finding good dividend-paying companies? Check out Money Mission’s Dividend Finder to compare dividend yields and explore companies for your portfolio.
Paid property tours could cross into real estate business, warns Dr Tina Beale
A polished Instagram house tour may look like straightforward content creation. But depending on the arrangement behind it, the person presenting the property could be conducting regulated real estate business.
That was the warning from Dr Tina Beale, Principal of the Real Estate Training Institute, during Taking Stock’s November 3 discussion on social media property advertising.
Beale said the distinction depends on what the creator actually does, whose behalf they act on, and whether they receive payment or another benefit. Simply describing a service as marketing does not settle the question.
At the same time, she stressed that the Real Estate Board cannot determine whether someone is conducting real estate business merely by looking at an advertisement. The underlying relationship and activities require investigation.
Where does advertising become real estate business?
Host Kalilah Enriquez Reynolds challenged the distinction between a creator being paid to produce a property video and a newspaper or television station being paid to carry an advertisement.
Beale explained that selling advertising space differs from acting on an owner’s behalf in a property transaction. However, determining where a particular service falls requires examining the contract and the work performed.
Activities such as conducting viewings and soliciting prospective customers could be relevant, she said. Payment need not take the form of a sales commission; other compensation or benefits may also matter.
When Reynolds described a creator producing a paid property tour and directing interested viewers to the licensed agent, Beale said that arrangement could fall within the legislation’s broad definition of real estate business.
Her explanation highlighted a difficult boundary for creators and property professionals: the person making the video may consider themselves an advertiser, while the regulator may view their wider involvement differently.
A disclaimer does not settle the issue
Beale also cautioned against assuming that a disclaimer automatically places a creator outside the licensing requirements.
The Board would examine the evidence to establish whether the activities fall within the Real Estate (Dealers and Developers) Act, she explained.
Jamaica’s existing advertising standards require property professionals to comply with the Act and regulations, provide accurate information and identify the professionals involved.
Reynolds argued during the discussion that legislation drafted before modern social media needs updating to address how property promotion now works.
Beale acknowledged the ambiguity emerging as new platforms and business models meet an older regulatory framework, while emphasising the need to protect consumers from fraudulent operators.
Check the person behind the listing
For buyers and renters, Beale’s clearest advice was to verify who they are dealing with before proceeding.
She urged viewers to check names and licence numbers against the Real Estate Board’s public register, rather than relying on a familiar name or professional-looking social media account. Consumers can also contact the Board directly.
Beale warned against paying someone merely to view a property. She also advised caution where an advertised price appears too good to be true.
The discussion underscored the need for consumers to look beyond attractive footage—and for creators to understand the regulatory implications of the services they offer.
BOJ CDs Start at J$100,000: JMMB’s Crystal Hall Explains How Investors Can Participate
A J$100,000 minimum puts Bank of Jamaica certificates of deposit within reach of more investors—but understanding the auction, the return and when you may need your money is essential.
Jamaicans interested in Bank of Jamaica certificates of deposit can participate through an authorised primary dealer, with a minimum application of J$100,000 for the short-term issue discussed on Taking Stock.
Crystal Hall, a trader at JMMB, explained the process during the programme’s October 27 episode, outlining how BOJ CDs differ from longer-term Government of Jamaica securities and why investors need to look beyond the headline interest rate.
What the BOJ CD offered
Hall highlighted the auction scheduled for October 28, 2026. The BOJ term sheet specified an offer of J$28 billion, settlement on October 30 and maturity on November 27—a 28-day tenor despite the instrument’s “30-day” description.
The fixed coupon was 6.25 per cent per annum, with interest payable at maturity and subject to withholding tax. The issue price is determined through competitive bidding, so coupon and investment yield are not necessarily the same.
BOJ and government securities serve different purposes
BOJ CDs are central-bank instruments used in managing liquidity and implementing monetary policy. Government of Jamaica Treasury bills and bonds are government borrowing instruments.
Hall contrasted the short tenor of the weekly BOJ offering with GOJ instruments that can run for years. She noted that longer-term securities may make interest payments quarterly or semi-annually, depending on their individual terms.
She also cautioned that the Government’s published issuance calendar is an indication of planned activity. The bonds actually offered or reopened can change with financing needs, market liquidity and investor demand.
How to submit a bid
The starting point is an account with an investment institution authorised to handle the transaction. Hall said JMMB clients also have a JamClear Central Securities Depository account arranged through their broker for the registration and custody of the securities.
Opening an investment account does not, by itself, place a bid. Hall said clients currently need to speak with an adviser and complete the relevant instruction form, identifying the instrument, amount and desired yield.
Where the appropriate email indemnity is on file, instructions can be submitted by email. The adviser verifies the instruction and that the account is funded before submitting the bid on the client’s behalf.
Hall encouraged investors to send instructions ahead of the auction, normally the previous day, to allow time for processing. An application is subject to the auction’s allocation rules.
What if you need your money early?
For longer-term GOJ securities, Hall said investors can ask their broker about a secondary-market sale. She described JMMB’s process of checking whether another client may want the instrument where a direct market trade is not immediately available.
The key question is whether the investment’s maturity fits the investor’s plans. A possible secondary-market sale should not be treated as guaranteed immediate access to cash: it depends on a buyer and the price available.
She also pointed to unit trust options for people who want exposure to government securities without directly holding a particular long-dated bond. A fund has its own terms, risks and redemption arrangements, which investors should discuss with an adviser.
“Is this right for me?” was the first question she recommended asking. The answer depends on the investor’s goals, risk appetite, available funds and ability to wait until maturity.
Based on Crystal Hall’s discussion on Taking Stock, Episode 340, aired October 27, 2026. Watch The Analysts. Information is educational and is not a personalised investment recommendation.
NovaCore’s AIBotics Deal Opens US$1 Million Funding Path for Jamaican Tech Expansion
After years of financing projects from its own resources and repeatedly adapting its business, Jamaican technology entrepreneur Gregory Moore is looking to an international acquisition to help fund NovaCore Labs’ next phase.
NovaCore Labs’ deal with US-based AIBotics is intended to give the Jamaican technology business access to US$1 million in expansion capital while allowing its founders to retain PlayJamaica’s established virtual reality and simulation operations.
Speaking on the seventh-anniversary episode of Money Media’s Taking Stock, co-founder Gregory Moore said the agreement would support work in robotics, drones and mapping. These are areas where the cost of equipment, development and project delivery had made growth difficult to finance independently.
“We actually have access to funding to build some of the business,” Moore said.
What was sold and what stays with PlayJamaica
The transaction covers NovaCore’s operating assets, rather than the purchase of PlayJamaica itself. Moore said retaining the company’s original creative technology services protected an existing income stream while giving newer activities a separate vehicle for investment.
AIBotics’ US Securities and Exchange Commission filing records completion on October 14, 2026. The initial consideration was US$225,000 in Series B preferred shares, with up to US$3 million in additional preferred shares linked to revenue milestones over four years. Those future payments depend on performance.
The filing also provides for a budget to deploy US$1 million into the Jamaican subsidiary over 12 months, with AIBotics intending to fund it through a capital raise.
A business built through repeated pivots
Moore’s route into emerging technology began with a love of video games. In 2006, he opened Straight Games in Kingston, using a model that allowed customers to trade in pre-owned games and consoles.
As games moved from physical discs to digital distribution and online shopping changed buying habits, that model weakened. Moore and his brother had already begun experimenting with driving simulators and online gaming, laying the groundwork for PlayJamaica’s expansion beyond retail.
Virtual reality became the next major focus. The business opened the VRX entertainment centre in Portmore, but the COVID-19 shutdowns forced another change. Moore said virtual events and simulator projects helped sustain operations during that period.
Later, work on virtual tours, cultural projects and Google Street View mapping helped broaden the business again. The NovaCore Labs brand, launched in 2024, was intended to reflect capabilities extending beyond virtual reality.
Why outside funding mattered
Moore said discussions with the investment team stretched back to around 2022. The eventual agreement followed years of conversations.
Even winning substantial contracts did not remove the financing problem. He described projects worth J$30 million and J$40 million that still required the business to find significant upfront funding. Research, prototypes, drones, robots and specialist equipment added further demands on cash.
The acquisition, he said, offered a way to preserve the operations already built while financing new activities and pursuing opportunities elsewhere in the Caribbean.
Hospitality robots and the skills to support them
NovaCore’s initial robotics focus is hospitality, with automation aimed at repetitive tasks and supporting staff. Moore also sees opportunities for Jamaicans who can maintain, programme and deploy the equipment.
He said four technicians were learning to work with the company’s robots through a training programme involving HEART. For entrepreneurs with less capital, he pointed to accessible software, AI tools and robotics kits as ways to develop prototypes and demonstrate their capabilities.
His advice was to persist long enough to build something credible: a working product and a visible track record can help attract customers and investors.
Based on Gregory Moore’s interview on Taking Stock, Episode 340, aired October 27, 2026. Watch the main discussion.
TransJamaican Highway Rallies Nearly 60% as Sagicor Analyst Weighs Investment Opportunity
TransJamaican Highway’s stronger revenue and profit have attracted renewed investor interest, but its sharp share-price gains raise questions about valuation and Jamaica’s stock-market recovery.
TransJamaican Highway (TJH) emerged as one of the notable performers on the Jamaica Stock Exchange, with its share price climbing nearly 60 per cent in just over a month.
The stock rose from approximately J$8 at the beginning of July 2026 to a peak of J$12.70 on August 5, supported by stronger financial results and growing investor interest.
But did the rally make TJH an attractive investment, or had investors already priced in much of its future growth? Sagicor Business Development Advisor Monique Wilson discussed that question on Money Media’s Taking Stock with Kalilah Reynolds.
Stronger earnings support investor interest
TJH reported revenue of approximately US$57 million for the first six months of 2026, a 28 per cent increase over the comparable period. Net profit climbed approximately 40 per cent to US$25 million, compared with US$18 million a year earlier.
Revenue from the Williamsfield leg exceeded initial projections, while rising traffic volumes and lower financing costs supported profitability. TJH has also been reducing debt and exploring opportunities to operate additional sections of Jamaica’s highway network, including the Montego Bay Perimeter Road.
A good company isn’t always a cheap stock
At J$12.70, TJH was trading at approximately 24 times trailing earnings. The rising share price also reduced the dividend yield available to new buyers.
Wilson expressed confidence in TJH’s underlying business while acknowledging that speculation had helped drive the rally.
“There is a split opinion across the industry,” she said. She outlined a conservative share-price expectation of approximately J$14 to J$15 by December 2026 or January 2027, while noting that other forecasts reached J$20.
Those were her assessments at the time of the August interview, not guaranteed returns or updated share-price targets.
Is Jamaica’s stock-market recovery real?
Although the Jamaica Stock Exchange Main Market gained more than 11 per cent during the first half of 2026, many individual stocks remained under pressure.
“We’re still in a bearish market, but with some bullish plays,” Wilson said. She explained that much of the growth was concentrated in a relatively small number of stocks rather than spread evenly across the market.
That distinction matters: a headline index can rise even when many constituent companies continue to struggle.
Scotia’s proposed exit could redirect investment
Wilson also identified Scotia Group Jamaica’s then-proposed minority-shareholder buyout as a possible contributor to investor repositioning. At the time of the August interview, investors were considering a proposed acquisition at J$61.50 per share.
Investors accustomed to Scotia’s dividends were examining alternatives, potentially directing money towards Carreras, TJH and other income-oriented stocks. Wilson observed that some large investors were repositioning before the transaction had been finalised.
The J$61.50 figure reflects the proposal at the time of the interview, not the latest offer price.
What investors should consider
TJH’s future performance depends on traffic volumes, toll revenue, operating costs, borrowing expenses, dividends and potential highway expansion opportunities. Investors must also assess toll regulation, maintenance, financing and concentration risk.
Wilson’s broader point was that improving investor sentiment does not replace careful company analysis. A financially strong business is not necessarily an attractive purchase at every share price.
Based on Monique Wilson’s discussion on Taking Stock, Episode 329, in August 2026. Prices, valuations and projections reflect the interview period, not current market levels. This article is for financial education and is not personalised investment advice.
Sandals Eyes Global Expansion as Adam Stewart Reveals Biggest Resort Pipeline in Company History
Sandals Resorts International has attracted interest from destinations far beyond the Caribbean, but Executive Chairman Adam Stewart says its immediate priority is executing an ambitious regional expansion programme.
Sandals Resorts International may eventually take its all-inclusive hospitality model beyond the Caribbean, but Executive Chairman Adam Stewart says the timing is not right.
Speaking on Money Media’s Taking Stock with Kalilah Reynolds, Stewart revealed that Sandals and Beaches had received invitations to develop resorts in destinations including Dubai, Saudi Arabia, Qatar, the Maldives, South Africa and the United States.
He said international expansion was possible, but the business was already managing the largest simultaneous development programme in its history.
Seven resorts under development
Stewart said the group was developing seven resorts at the same time, including projects associated with a US$1-billion expansion of its Beaches brand across the Caribbean. The development pipeline includes Jamaica, The Bahamas, Barbados and St Vincent and the Grenadines, with another Caribbean destination also under consideration.
The expansion comes alongside rebuilding and upgrading Jamaican properties following Hurricane Melissa. Sandals South Coast, Sandals Montego Bay and the former Sandals Royal Caribbean are part of a US$200-million redevelopment programme intended to restore operations while upgrading the guest experience.
Could investors eventually own shares in Sandals?
Although Sandals has remained family-owned, Stewart did not completely rule out a future public listing. He disclosed that the company had previously examined an initial public offering, but said an IPO was not currently being pursued.
According to Stewart, Sandals reinvests much of its earnings and carries debt equivalent to less than one year of earnings before interest, taxes, depreciation and amortisation. His remarks offer insight into the group’s financing strategy but do not amount to an IPO announcement.
Jamaica’s beach-access controversy
The interview also addressed public concerns about access to Jamaica’s coastline. Stewart acknowledged that planning had not kept pace with tourism development.
“We did not create enough beach access,” he said, arguing that access should be supported by properly maintained facilities.
He pointed to Sandals’ commitment of US$250,000 toward improvements to a public beach park near Beaches Negril, including bathrooms and lighting. Stewart also outlined proposals to improve beach access near the group’s AC Hotel development in Montego Bay.
The wider debate remains unresolved, particularly around permanent, legally protected public access.
ATL Automotive bets on regional growth
Beyond hospitality, Stewart discussed ATL Automotive’s expansion into additional Caribbean markets. The group represents established brands including Honda, Kia, Volkswagen, Audi, BMW and Porsche, alongside Chinese manufacturers such as BYD, MG, Foton, Omoda, Jaecoo and Jetour.
Stewart described Chinese manufacturers as a major force transforming the global automotive industry through price, technology, features and warranties. However, he cautioned that not every new entrant would necessarily survive, raising questions for customers about spare parts, warranty support and resale values.
ATL is expanding its role as a regional distributor and manager of automotive brands, building on a model established with BMW and MINI. From Jamaica, the company coordinates orders, training, marketing, parts and brand standards across multiple Caribbean territories.
Building Caribbean companies with global potential
Sandals and ATL illustrate different paths to regional and international growth. Sandals has built an internationally recognised hospitality brand rooted in the Caribbean, while ATL is expanding across the region through distribution and management partnerships with global manufacturers.
For now, Stewart indicated that executing Sandals’ substantial Caribbean development pipeline takes priority over entering markets further afield.
Based on Adam Stewart’s interview on Money Media’s Taking Stock, Episode 329.
JPS licence uncertainty holds up Wigton’s solar expansion and J$4 billion revenue ambition
Uncertainty over the future of the Jamaica Public Service Company’s electricity licence is delaying Wigton Energy’s solar expansion, holding up projects that could substantially increase the listed renewable energy company’s revenue and profits, according to Taking Stock analyst David Rose.
Speaking on Taking Stock with Kalilah Enriquez Reynolds on October 20, Rose said the unresolved position was affecting Wigton’s ability to finalise the power purchase agreements needed to secure financing and begin construction.
Rose, who was discussing developments from Wigton’s October 16 annual general meeting, said management had outlined the potential for the business to generate approximately J$4 billion in annual revenue and J$1 billion in net profit as it expands. Those figures represent ambitions for the enlarged business, rather than results already achieved.
The obstacle, he explained, is the sequence required to develop large electricity projects: secure a buyer through a power purchase agreement, obtain financing, then build.
“Without the PPA in place, you can’t move forward,” Rose said.
Why JPS matters
A power purchase agreement sets the terms under which a generator sells electricity, including the price and duration of the arrangement. Rose explained that JPS is the customer for the electricity produced by Wigton’s three windfarm phases in Manchester.
He distinguished electricity generation from transmission and distribution. While other companies can generate power, JPS controls the network used to deliver that electricity to customers.
For Wigton’s planned utility-scale solar developments, an agreement with JPS is therefore a critical step in turning project approvals into construction and, ultimately, earnings.
Rose linked the delays to uncertainty surrounding JPS’s licence, which is due to expire in July 2027. He said the lack of clarity over arrangements beyond that date was making it harder for the utility to enter new commitments.
“This state of paralysis does not benefit any party,” he said.
Approvals without construction
Rose said Wigton’s expansion programme includes roughly 70 megawatts of solar capacity, combining a project associated with its first windfarm phase and capacity awarded through the Generation Procurement Entity’s competitive process.
He noted that awards had been made in November 2024 and environmental approvals subsequently obtained, yet the projects had still not progressed to construction by October 2026.
Wigton has also engaged Mayberry Investments to help arrange financing. However, Rose said the unresolved power purchase agreement remains the hurdle preventing the next stages from moving ahead.
According to Rose, Wigton’s board and management have raised their concerns with the Office of Utilities Regulation, the energy ministry and other stakeholders. He said management had also been engaging the minister on the delays.
Existing operations versus future growth
Rose drew a distinction between Wigton’s current operations and the expansion it wants to undertake. Existing agreements for its second and third windfarm phases would continue under their contractual terms, he said.
The immediate concern is the company’s ability to add capacity and grow revenue and earnings.
That distinction also matters when investors compare Wigton with other listed infrastructure businesses. Responding to a viewer’s comparison with TransJamaican Highway, Rose said Wigton’s wind generation is constrained by installed capacity and the availability of wind. Expanding requires new projects, approvals and contractual arrangements.
A company can therefore have opportunities for growth without being able to realise them quickly.
Looking beyond utility-scale projects
Wigton is also pursuing other routes to expansion. Rose highlighted its commercial and industrial energy business, including a renewable energy installation for Carreras, and said management had identified a potential pipeline of around 10 megawatts in that segment.
He also pointed to opportunities elsewhere in the Caribbean as Wigton seeks to broaden its reach beyond Jamaica’s procurement timetable.
For shareholders, the key development to watch is whether the outstanding agreements advance far enough to unlock financing and construction. Until then, the company’s larger revenue and profit ambitions remain dependent on projects moving from plans into operation.
Watch David Rose’s full discussion on Taking Stock:
Stop Wasting Money on Marketing: JMMB Executive Shares Low-Cost Strategies for Entrepreneurs
JMMB Group Chief Marketing Officer Kerry-Ann Stimpson says small businesses can grow without enormous advertising budgets by understanding their customers, delivering value and making purchasing easier.
Speaking as a Subject Matter Expert on Taking Stock with Kalilah Reynolds, Stimpson challenged the assumption that effective marketing must be expensive. Advertising is only one component of marketing, she said; the broader task is to understand customers, communicate value and help them buy. She warned: “You can’t outmarket a bad product or service.”
Stop trying to sell to everybody
Stimpson advised entrepreneurs to identify customers who are most likely to benefit from and pay for their offerings. She used financial education to illustrate the point: small business owners, young workers learning to invest and older workers approaching retirement may all need different products and messages. A broad audience is not necessarily an effective target audience.
Use AI to research your ideal customer
She recommended conversations with potential customers, social media research and tools such as ChatGPT, Claude and Perplexity to explore the needs, questions and interests of specific customer groups. A business targeting young Jamaican graduates, for example, could investigate the financial concerns and online conversations most relevant to them. Research should inform products and marketing messages.
Turn satisfied customers into promoters
Referrals can be an inexpensive way to grow, Stimpson said. A nail technician might ask happy customers to recommend the service and offer a discount of a few hundred dollars or J$500 on their next appointment in return for a successful referral.
Collaborate with complementary businesses
Stimpson encouraged partnerships with businesses serving similar customers without competing directly. A makeup artist might become a wedding planner’s recommended supplier, offer referral discounts and collaborate on Instagram posts showing shared projects. Each partner benefits from the other’s audience and credibility.
Make it easy to buy
Stimpson described Instagram boutiques that promote products but fail to respond when interested customers send direct messages, losing potential sales. She praised businesses with websites that allow people to browse and purchase without waiting for a reply. Digital channels should simplify the customer journey, not merely attract attention.
Be where your customers are
Rather than maintaining accounts on every platform, entrepreneurs should choose channels that match their audiences. TikTok or Instagram may suit some younger consumers, while LinkedIn may be better for business-to-business sales. Social media is not the only digital channel: a useful website or purchasing platform can be more important than another promotional account.
Avoid common digital advertising mistakes
Stimpson warned against advertising too broadly, creating AI-generated promotions that look like everyone else’s, and overcrowding mobile advertisements with text. She also cautioned against directing paid-ad visitors to a general homepage where they must search for the offer. A dedicated landing page that allows visitors to enquire or purchase can be more effective.
Sales aren’t the same as profit
Generating J$25,000 in sales after spending J$5,000 on marketing does not automatically mean a J$20,000 return, she explained. Entrepreneurs must also account for production, staffing, utilities and other costs of delivering the product or service to determine whether a campaign was profitable.
Start small and build
Stimpson’s closing recommendation was to begin with referrals, partnerships and existing networks, then increase spending as sales and profitability improve. Successful marketing is about reaching the right customers, giving them a reason to buy and ensuring the sale contributes to the bottom line.
Watch the interview: Taking Stock Episode 338 — Small Budget, Big Impact.