How OTRWITHB’s founder is combating youth unemployment with innovation

In a unique blend of passion and purpose, the founder of ‘On The Rocks With B’ (OTRWITHB) Adebimpe Sanusi has transformed a fascination with mixology into a powerful social impact initiative. OtrwithB specialises in curating memorable moments where well-crafted drinks become the centerpiece of celebration. In this chat with OPEYEMI BABALOLA, she spoke on the personal experiences that shape her into venturing into social entrepreneurship among other issues.

What informed your decision to start ‘On The Rocks With B’ (OTRWITHB) with a focus on social impact?
THE idea for ‘On The Rocks With B’ (OtrwithB) came when I was in-between jobs. In my previous role, I was responsible for overseeing customer experience, particularly through interactive elements at events. One standout feature was the interactive cocktail bar, which quickly became a cynosure. It wasn’t just about serving drinks; it was about crafting memorable experiences. Watching how a perfectly mixed cocktail, prepared right in front of a guest, could ignite conversations, bring people together, and elevate the entire event fascinated me. This sparked my passion for mixology, leading me to explore the art and science of cocktails, experimenting with various ingredients and techniques.

On a deeper level, my upbringing in a community where many youths faced financial barriers to education significantly influenced my mission. Like many of my peers, I had to work to augment the funds needed to sponsor my education, which made me keenly aware of the challenges faced by at-risk youths. This personal experience inspired me to create OTRWITHB not just as a business, but as a platform to empower these youths by offering them employment opportunities that support their education. My goal is to provide them with the same opportunities that helped me succeed.

How did your background in law and public relations shape your approach to entrepreneurship and your commitment to empowering marginalised communities?
My background in law gave me a strong foundation in understanding the importance of structure, contracts, and the legalities of running a business, which has been invaluable in managing OTRWITHB. However, my experience in public relations helped me develop a keen sense of brand management and consumer engagement. These skills have been crucial in crafting a business that not only delivers quality services, but also builds a brand rooted in social responsibility.

Can you share a pivotal moment in your entrepreneurial journey that reaffirmed your commitment to social entrepreneurship?
A pivotal moment in my journey came when I received feedback from a young man who had graduated from the university after being employed by OTRWITHB. He shared how the opportunity we provided enabled him to fund his education and support his family during challenging times. Hearing his story was a profound reminder of why I embarked on this path. It reinforced my belief that businesses can be a powerful force for good which deepened my commitment to ensuring that OTRWITHB continues to create opportunities for others like him.

Stories like these, from graduates of universities and polytechnics, motivate me to keep going despite the odds, knowing that our focus on social impact isn’t just a business strategy—it’s a mission that truly changes lives, one that I am grateful to be a part of.

What are the educational and employability initiatives you’ve introduced for marginalised groups, and the impact?
At OTRWITHB, we support marginalised groups, particularly at-risk youths. One of our key programmes involves employing young people aged 18-25 who are at risk of dropping out of post-secondary education due to financial difficulties. We offer them sustainable income and flexible work schedules that allow them to continue their studies while gaining valuable work experience. The impact has been profound—many of our employees have been able to complete their education, improve their employability, and avoid turning to short-term, often illegal, means of financial support.

What role does your passion for creating extraordinary experiences play in the success of On The Rocks With B, and how do you stay inspired?
My passion for creating extraordinary experiences is at the heart of OTRWITHB’s success. I believe that every event we handle is an opportunity to craft a memorable experience that delights our clients and their guests. This passion drives our commitment to excellence, ensuring that we go above and beyond in every service we provide.

I stay inspired by continuously seeking out new trends and innovations in the beverage industry and by listening to our customers’ feedback. Knowing that our work brings joy to people’s special moments keeps me motivated and fuels my desire to keep pushing boundaries. Every time a client raves about how good the drinks taste and look or how perfectly we have captured the theme of their event, it serves as a powerful validation of our efforts. It’s those moments of genuine appreciation that fuel my drive to continuously elevate our craft. Knowing that we’ve not only met but exceeded our clients’ expectations inspires me to keep pushing boundaries, experimenting with new ideas, and delivering unforgettable experiences.

What has been the most rewarding aspect of empowering youths through your business, and how has it impacted you personally?
The most rewarding aspect of empowering youths through OTRWITHB has been witnessing the transformation in their lives. Seeing young people who once struggled with financial insecurity and uncertainty about their future now thriving, confident, and on a path to success is incredibly fulfilling. Personally, it has deepened my sense of purpose and responsibility as an entrepreneur. It has also reinforced my belief in the power of business to drive social change. Knowing that our work has a lasting impact on these young individuals and their families motivates me to continue expanding our efforts.

As a social entrepreneur, how do you envision your role in contributing to Nigeria’s economic progress, particularly in terms of job creation and innovation?
As a social entrepreneur, I see my role as twofold: contributing to job creation and driving innovation in Nigeria. By employing at-risk youths and providing them with opportunities for growth, OTRWITHB directly contributes to reducing youth unemployment and equipping the youth with employable skills. Furthermore, our focus on sustainable practices and community engagement sets a precedent for other businesses to follow. I believe that by demonstrating that profitability and social impact can go hand-in-hand, we can inspire more entrepreneurs to adopt similar models, ultimately leading to broader economic progress and a more inclusive society in Nigeria.

In what ways do you see your work contributing to broader societal changes, particularly in preventing youths from turning to online scams like ‘yahoo yahoo’?
Our work is fundamentally about creating lasting societal change by addressing both immediate needs and the deeper structural and cultural issues that contribute to educational and employment challenges for at-risk youth in Nigeria. By offering immediate employment to these youths, we provide them with a stable income that allows them to fund their education and meet basic needs, directly tackling the financial barriers that prevent many from continuing their studies. But it goes beyond just providing jobs. Our approach is designed to combat the pattern of youth dropping out of school by offering flexible work schedules that accommodate their education.

In doing so, we are also disrupting traditional employment structures. Our model creates a symbiotic relationship between work and education, bridging the gap between unskilled youth and job opportunities, and addressing the systemic lack of employment options for this demographic. Ultimately, by providing both employment and educational support simultaneously, I’m helping to level the playing field for youth from disadvantaged backgrounds. This not only breaks the cycle of poverty but also reduces the economic disparities that often lead to social inequities, contributing to broader societal change.

Our approach is about showing young people that there are legitimate ways to achieve financial independence and success. Additionally, by creating a supportive community where they can grow professionally and personally, we help shift mindsets away from quick, unethical gains and toward long-term, sustainable success.

How do you stay motivated to continue pushing the boundaries of what’s possible in social entrepreneurship, especially when faced with challenges?
I stay motivated by focusing on the impact of our work and the lives we are changing. The challenges of social entrepreneurship can be daunting, but knowing that our efforts make a tangible difference in the community keeps me going. I also draw inspiration from the resilience of the young people we work with—they remind me that every obstacle can be overcome with determination and creativity.

Surrounding myself with a supportive team and constantly learning from both successes and setbacks also helps me stay motivated and continue pushing the boundaries of what’s possible.

What legacy do you hope to leave through On The Rocks With B both for your community and for future generations of entrepreneurs?
I hope the legacy of OTRWITHB will be one of empowerment, innovation, and sustainability. For my community, I want to leave behind a business that not only provides exceptional service but also uplifts the lives of those who need it most.

For future generations of entrepreneurs, I hope to inspire a new way of thinking—one that sees business as a powerful tool for social change. I want them to understand that profitability and social impact are not mutually exclusive and that with the right approach, they can build businesses that contribute to a better, more equitable world.