Mr Yussoff Ahmad is a fine example of someone who has all the necessary traits to put together a successful venture. His vast field of experience gathered from close to 20 years in the media production and broadcast industry, added with his strong willpower, gives that winning formula. Passion is not just an icing on the cake, in his case. It is something that drives him forward everytime, no matter how hard the situation is. It is not surprising then, that his entrepreneurship spirit was discovered early, at the tender age of 10. Now, he has an impressive array of experience as a director, producer, writer and editor in the production arena. Outside of Communications 2000, he has also served esteemed roles such as being a member in the film commission and a judge in the SBA national scriptwriting competition. In short, Mr Yussoff can be called a master of all trades.

Company: COMMUNICATIONS 2000 (S) PTE LTD Address: 3 Jalan Masjid #01-04 Kembangan Court Website: N/A Interview with Mr. Mohd Yussoff Ahmad by Muhammad Farid Angullia Bin Abdul Gaffar on 02-May-2007. Student can be reached at muhdfar@singnet.com.sg   Business Profile: Communications 2000 is a production house that caters to various aspects of the media and communication needs of its clients. This company, with Mr Yussoff Ahmad as Chief Executive Officer, has achieved many successful breakthroughs in the Malay media scene by virtue of his exceptional abilities to navigate and introduce "revolutionary" program ideas that fundamentally changed the viewing pattern of the Malay viewers. Communications 2000 has an established relationship with local terrestrial TV channel, Suria, which entrusted the company to produce a series of programmes; such as the popular 160-episode soap drama, 'Gelora'.   Interviewer's Comments: Mr Yussoff is certainly a person whom you can draw a lot of inspiration from. It only takes a short conversation with him and one can tell that he has a lot of insightful stories to tell. I was fortunate to have had a much longer time to converse with him. There is no doubt that he has been through all the possible ups and downs throughout his life as an entrepreneur and has lived to tell the tale, so to speak. What I find most inspiring are the humility Mr Yussoff posseses despite his remarkable achievements, and also his continuous pursuit to achieve all that he believes in with admirable passion, which is a class of determination that is in a league of its own.   1. What is the nature of your business? Basically, what you see on the television screen is what my business deals with. In other words, we produce material for television, from commercials to TV programmes. TV programmes range from magazine TV, drama, sports entertainment and telemovie. We also produce content for radio, like radio drama and jingles. Additionally, we manage advertising campaigns by integrating various media forms; right down from the conceptualising stage to the advertisements that you see in print, radio and television.   2. What made you embark on this venture choice? This is a very interesting question that never fails to bring me back to the time when it all started; when I was living in the kampong at the age of 10. That was when I made my first profit - through the game called 'tikam-tikam'. Basically, people paid 5 cents each for a chance to win prizes in the game. At the same time, my parents were also businesspeople who sold food items to cater to the villagers' needs. This gave me exposure to the business world at that time. In the kampong, people were more willing to buy than to do business. So, I helped my mom and sometimes, my neighbours to sell the product they cooked. Apart from these, I was also exposed to so many things during my years in school. After O'levels, I was exposed to the working environment. I wanted to get a nice job but was only given an office attendant post. I was angry of course, but I took the job anyway because I wanted to have some income. This made me determined to excel in my A'levels, after which I had an opportunity to go into Liverpool University. However, at the same time Radio & Television of Singapore (RTS) had opened a scholarship to train people to go into broadcasting. So, instead of going into university, I decided to take a career in RTS which marked the start of my career. Being a trainee in RTS taught me plenty of skills, but I experienced a lot of hardship as well. Although I passed and got promotions, as the years passed I realised I cannot go on working under instruction all the time. I said to myself, I must be my own boss - and not just that, but a boss in the media industry. By this time, I had a clear goal. The opportunity finally came after I resigned from RTS (then SBC) and worked in an Australian company. This company gave me all the necessary exposure that made me more confident to run my own company. In 1992, after two years with them, I started my own business.   3. How does your business work? My primary business is whatever you see onscreen. We either look for the client, such as by approaching them, through word-of-mouth and newspapers, or we compete in project tenders. I also go overseas to look out for jobs and do my work there. In other words, the business starts with a proposal for the client. Once accepted, we start with the production, that involves seeking for location, managing, directing - basically all aspects of production. After production, we deliver the end product to the client, which is a tape that will be run on television or radio. Of course, the actual point where the process ends is when we get paid!   4. Did you have the capital to start the business or did you have to borrow from someone to get started? If I remember it correctly, I had some money, but it was not enough to set up business. However, it worked all because of networking. At that time, I knew a few managers from a company and I managed to secure a project from them when my company just started. I got the money in advance through the down payment paid and I used that money to start on the project. That was how I got my business started; by going straight into the job first to get the capital. It started with that one project after which I quickly got my hands on other projects. By half a year, I had enough capital to run the business for another 1.5 years.   5. What is your role in Communications 2000? I must admit that I don't have a specific role. It doesn't mean that I'm the boss hence I only run the business. My philosophy is, "I'm a boss, I'm a coolie." So, I do everything. Because I started the business on my own, I am quite used to the groundwork. When the company grew, I became more sensitive to the projects I deal with. I let my staff deal with the lighter projects while I handle the bigger projects. For example, when I had a project with the Brunei Royal Family, then I'll be involved with everything - from pre-production, to the production itself, and post-production - until the project ends. In other words, my job is not just to look for business and managing, but I am also involved in the production. It is very important for the bosses to be in touch with the work, especially for my kind of business because the business is dynamic - technology, directing style, programme content and many other things constantly change. Although it makes me very busy, I am glad I am able get involved because if not, I risk being outdated. Therefore, when new technology and trends set in, you might end up doing new projects with old styles. That is one reason I don't only play the role of a boss but actually get involved with the production itself.   6. Do your parents have their own businesses too? Have they inspired you in one way or another? My parents did their traditional business selling the normal villagers' needs, which was mostly food. When I started my business, we already moved out of the kampong. By then, life has changed and people looked at things very differently. I must add that because my position at SBC was very comfortable, when I wanted to leave and join the private sector, my parents disagreed as it was not as stable. But when the company decided to close down and move to Malaysia, my parents had no choice but to accept whatever I do. At that time, I already made up my mind to run my own business. So they neither encouraged nor discouraged me in that sense. Nevertheless, my father inspired me as he was a very brave man and he always told me to start right and be honest. He also inspired me as a leader because he was quite influential as a union leader in the kampong. Hence I look at him as a figure, someone I admire. Business-wise, there wasn't a direct inspiration, but character-wise, definitely.   7. What was your childhood dream? When did you decide that you would strike out on your own instead of working for someone else? To be honest, I didn't have any childhood dream. At that time, jobs were scarce and people basically became police officers, soldiers, postmen and such - nothing inspired me to be any of those. I didn't have a childhood dream, but the dream only developed at a later stage of my life. When I was in SBC, I couldn't stand taking instructions from someone whom I think wasn't efficient enough. We were basically doing the routine every time and I couldn't take it anymore. This was one push factor. Furthermore, as I said earlier on, when I was working in the private sector, I decided to run my own business because I already learned the trick of the trade on how to run a production house. Without this also, I don't think I would have made that kind of decision. Therefore, both these reasons were the push factors for me to strike out on my own.   8. Why does someone decide to be on their own rather than join an existing company? Another reason why I wanted to set up my own company is because I believe I can produce good television programmes and I like what I'm doing. So if I run my own media company, I can produce content which I believe in. This really drives and inspires me and I realise that if I'd like to open new programmes and put across certain messages to viewers, I'm only able to this if I had my own company. For instance, I can decide what content I want to produce, and then put up a proposal to TV stations, or I can produce it straight and then sell it. But if you work for somebody else, they tell you what programmes you should produce. In addition, because of my training in this industry, I find that now I freedom to really squeeze my creative juices to full potential. So, if you think you really believe that you can do better things and crave the level of freedom, you are better off being your own boss.   9. Are there at any point in your life that you experienced a significant event (WW2, racial riots of the 1960s, the Economic Crisis of the 80s or 90s, SARS, new competition or shifts in market behavior and trends) which affected or influenced you and your business that made you change the way you think and do your business? Prior to 2003, I was preparing to run my own Malay channel. I approached Singapore Cable Vision and presented my proposal to various organisations like the Malay Members of Parliament and the Economic Development Board - I'm glad they believed in my dream. Thus, I went all out and put whatever I had for that channel because I believe that we need an alternative Malay channel. Unfortunately, there were a lot of world events spearheaded by September 11th (9/11). Initially, it didn't cross my mind how this was going to affect me, as it happened so far away. But the investor who was supposed to come in with me with the $25 million needed had his business in America affected by 9/11. When he decided not to continue with me as partner, the challenge for me was to find another investor. As a result, I pumped in a lot of my own money and the channel launch was pushed back time and time again. As the launch kept getting postponed, SARS and the financial crisis occurred. But what really affected this plan was the closure of SPH MediaWorks which really affected the demand and mood of having another Malay channel. As a result, I lost $1.7million and my business was affected very badly. When you put everything and it doesn't go as planned, the consequences are surely undesirable. It led to a very tough-going period for my company. The company was doing so well; with staff of 30-55 people (50-70 with freelancers and part-timers), two studios sized 20,000sqft and 5,000sqft and three post-production facilities. When the plan didn't work, our projects got shrunk especially with clients who were not happy that we wanted to set up a new channel. It was a very tough 4 years from 2002 to 2006; we had to re-structure the company not once, but many times and it got smaller each time. We had to operate with minimal staff and in offices that kept on getting smaller. Nevertheless, I knew one thing for sure; that I will never give up but move on and face whatever difficulties I had to face as a result of my own decisions. I remember being inspired by ex-Prime Minister Goh Chok Tong's statement that went along the lines of, "We should not fish in the river, if you want to get big fishes, you must go to the ocean." I took his statement, or challenge, rather, which was one of the reasons I decided to embark on the plan for our own channel, because I also think that we should dream big. In all, it wasn't a very easy point in my life. In fact, it was very tough indeed!   10. What are some of the challenges in starting a business from scratch? I think the challenges of starting a business are simply beautiful. It's just like going to a new place and looking at new things. To you, everything is wonderful no matter how tough it is. It may tire you and you may have difficulties with the client, but because you are new, you still have a lot of energy to go through that. After your business stabilises, that is where the real challenge comes to maintain and grow the business. By that time, you must have exhausted your contacts and clients, going into new areas, develop new products, obtain new networking channels, but at the same you have to manage your existing business. That, to me, is the real challenge. Other than that, I find joy despite some challenges when starting a business. Maybe it was because I was much younger then, at 32 or 33 years old, when my energy level was high to face new challenges. Everything was new. It's like your first time in a new country, you'll see everything as fresh and new, but if you ask the people who live there, they may even say that they're sick of the country! The start for me was not much of a problem for me especially because I began in such a way that I managed to get a project before my business even started - it was a very good starting point.   11. Who/What motivates you? I always believe that being Malay, we can make it in business because we have a history that says that we are good in business. Though for some reason, the Malays don't do so well in the business arena. What motivates me more is that we have a religion that teaches us to do business well, and make use of ourselves as our own capital. We also have the ability to network in the region. When I look around at the non-Malays in Singapore, like the Chinese for example, they work very hard and they struggle through. That also inspires me, because if they can do it, so can we. After all, we are all human beings.   12. Tell me about your first few clients and the first few years of business. My approach was I reached out to the clients, to sell my service. At that time, every client was important to me regardless of the company background and who they were. So if you ask me, I would say that each one was important. Some of my first clients were Malay Village, Mendaki, REEDS International - I had a good mixture of both mainstream and Malay clients. I must convey that I purposely did that because I wanted my company to be seen as not just to cater to Malay clients or organisations only, but to non-Malay ones as well. It was considerably easier for my business also, as I what I was selling was my services for production, so when they look at me, it doesn't matter whether I'm Malay or not, so long as I can deliver the end product. This is unlike some businesses which are racial-centric hence difficult for you to mainstream it, like selling religious products for example. My business is on the contrary; I can cater to all - be it Malay, English, Mandarin - and come up with what you see on TV in the end which was the professional service that was required back then.   13. Please tell me some stories of your proudest achievement to date. I will say that what achievements I state here, may actually mean nothing to others! But I am proud to have been the first Malay to run a production house at that time. I was also selected to take the pledge on National Day as an entrepreneur and I served quite a number of Malay organisations, one of which is the Singapore Malay Chamber. I also just completed my service as board of director at Sentosa Corporation and I was selected as a member of the Singapore film commission. These are just some of my personal proudest achievements, but again I must say that all these are small as compared to some achievements by other people!   14. Do you recall your worst day in business? Have you ever felt like giving up? The worst period of my business was during the four-year period in 2002-2006 I mentioned. That was when I lost my investment, projects got terminated and there were cash flow problems. This was when business trickled and the amount of managing the business was much bigger than the money coming in. I never felt like giving up but as a human being, I felt down. I was also regretful as to why I made that decision to set up another Malay channel. I suppose all these play in your mind when you are down, but I'm glad to have gone through that period. When I look back, it's really just part and parcel of a business. Though I didn't achieve what I wanted, I learned a lot out of it. Of course there were monetary lost, but on the other hand, I gained in terms of experience and knowledge.   15. When was the moment you realised the business would work and support you? It was from Day 1, in fact. At that time, there wasn't any Malay company doing the kind of business I did. I was actually the first Malay independent producer who develops content for broadcasting. Though outsourcing to an independent producer was not exactly the rule of the game at that time, I knew it will happen. Furthermore, I knew somehow that Singapore was going to support every crucial business and broadcasting is one of them. Fortunately, I was right and now, the government even have Media 21 to support this industry.   16. What are some of the things you have had to overcome to succeed? The things that I had to overcome to succeed are basically what happened in 2002-2006. The lesson learnt from that unsuccessful investment is not to put everything into one company. Now my strategy to progress my business is by having another company called Nusantara Networks. Due to the nature of the business now and other new developments, Communications 2000 remain as one of the established companies around. I am nurturing Nusantara Networks as I did with Communications 2000, so it's like a fresh new start. This gives me fresh motivation and more inspiration to continue with my business.   17. What are some qualities that you feel you possess which differentiate you from someone who works for others? I think what I possess is what other entrepreneurs also have. I work hard and when I believe in something, I will go all out for it even though I got so many knocks along the way. When I have my mind set to do something, I will do my best to achieve it, like when I believed I could run the channel as mentioned earlier - though it is almost impossible to obtain a license by the government to run my own channel, I found my way around by approaching SCV. What I'm trying to say is that when I believe in something, I will go all out for it. I spend long hours in my work. I'm not shy to say that, though I think every businessman probably goes through the same, so there's no significant quality as we are what can be called, a common threat.   18. To succeed in business, what qualities are essential? What are some of the secrets in making a successful business? After running a business for so long, I think different businesses require different qualities - what may work in your company, may not work in mine. It all depends on how we react to the situation at that time. In other words, we've got to be very flexible. There are also times when have to be humble in order to get certain projects. So, when the time calls for me to direct in the back alleys, I'll throw my tie and put on my simple jeans to work. That's how adaptable you must be, one day you're in an air-conditioned office and the next day you're working under the hot sun. I always tell my staff that our business is not very different from doing construction works! I must clarify that all this isn't the winning formula for success and again, it all varies with different businesses.   19. Who or what inspires you? I read on quite a number of successful people, from businessmen to politicians. I draw some of their success stories and I use that to inspire me. For example, I look at Ambok Solo, a Bugis like me, who was also successful in his business. He is just one of many successful businesspeople whom you can draw from their strengths. They went through the ups and downs in their businesses. Because in business, there are always good and bad moments and it will continue like that. These are the people who inspire me; to have inner strength and believe in myself, to do work honestly, have faith and do the best I can.   20. Have you ever thought of expanding the business in some way or in multiple locations? How and where? At one time, I had a branch in Malaysia. I was also working with somebody to expand the business in Brunei and I even went to Iran and a number of other countries. However, because of the last incident, expansion is not my priority at the moment. But if the opportunity arrives and there are compelling reasons for me to expand, I will. Though, I will not do it just for the sake of expanding. I will remain satisfied if I know the business cannot expand - you have to be more realistic in that sense. You can afford to be more gung-ho at the beginning, but at this stage, practicality is crucial.   21. What aspects of expansion would you like to see for your enterprise? Should there be any opportunity, I would still like to have my own channel. I believe with that channel, it will create a lot of opportunities not only for me, but many people that will be involved. It will give us a platform to reach out to the world much faster, especially with the current satellite technology available.   22. In your opinion, how would you define entrepreneurship? I think entrepreneurship is a means by which someone offers his service or product not only to make money, but to add value to your service at the same time. It's not just a matter of buying and selling, which is easy. Entrepreneurship is adding value to the service or product for the well-being of the industry.   23. To what extent does ones educational level help or hinder entrepreneurialship? It is very important to have the basic education and it's an advantage if you have a higher level of education. It is even better if you have a specific education background that is tailor-made to your industry. I say this because, for my case, I got training to do what I'm doing now and this is an advantage. That kind of specific industry-related education background is important. However, there's no such qualification for anybody to be an entrepreneur. To me, an entrepreneur is no different from a Prime Minister - who can be of varying background, be it a lawyer or a doctor - who goes through a series in parliament first. Likewise for an entrepreneur, you may or may not have a specific education, but you have to go through a series of business experience before becoming successful. Aside from that, you have to be honest to yourself. If you know that you cannot t be an entrepreneur, it is okay to be an employee that excels in what he does rather than failing as an entrepreneur. What's for sure is that you must have some basic academic skills to at least perform the basic duties like calculations and dealing with your clients.   24. As we try to select the final 2007 entrepreneurs, what qualities would you think a person should have to inspire others? One must have a never-give-up attitude and continue to work hard to achieve what you believe in, despite whatever circumstances you may be in. Nobody knows for sure whether you are doing the right thing so you've got to go through everything until you know if the business is successful or not. One has to have that determination and strength to go through all that. Therefore, entrepreneurship qualities like these should be present for someone to inspire others.   25. What are some of your own values in doing business and what do you like to pass down to others, particularly the younger generation? First of all, whatever business that you do, one must have certain knowledge in what you're dealing with. Furthermore, you have to deliver what you promise and find a way to create new things. We may be doing the same things that give us a lot of money, but I think we must find a way to create new things. That's where we can develop our product and business. Otherwise, we end up just making money and nothing else. Lastly, I think it is okay for anyone to start a business and to get knocked and fall and then continue or start again. In other words, don't give up because that is where our staying power is developed. It is so easy to close down your business, but so hard to start, develop and maintain for many years. So why do all that only to give up?   26. Do you foresee the future entrepreneurs conducting their businesses in a different way than entrepreneurs from the past 5 years? Why? I think it will be a different environment, especially with the various government implementations which make entrepreneurship much easier, colourful and even glamorous compared to 5 years ago. With the mood now when even schools are encouraging students to be entrepreneurs; you can see a different dynamic. But how successful are we compared to other countries like Hong Kong with very successful SMEs, only time will tell. Of late, the policies were changed to encourage people to be braver and ensuring that it's okay to lose. This might apply well with the new generation or it might not, because they are not used to a tough environment. Therefore, they might get through the first five years, or they might give up.   27. Do you feel that the future entrepreneurs have a higher chance to succeed than the entrepreneurs from the past 5 years? Why? Yes, if the government continues supporting them. No if the moment comes when the government pulls out. The new generation is more dependent especially with the government's current initiatives to support entrepreneur. But that should not be the way to develop entrepreneurship; you must have the right policies and change the financial activities to help the business community and also have a fair game for everybody in business. Then, the business community will enlarge and there will be more success stories.   28. You are involved in the behind-the-scenes aspect of production most of the time. Have you ever considered going in front of the camera for a change? I was actually a TV presenter in 1989 to 1990 for a Malay current affairs programme, Tinjauan. I have also been interviewed a couple of times on television, print and radio - all that's enough for me! I don't intend to go in front of the camera because that's not really my cup of tea!