From side hustle to CEO dreams: Jennifer Saidu is just getting started

Jennifer Saidu’s story begins long before her first marketing class, her first DECA competition, or even her first small business.

It begins with a leap of faith.

Her parents left Nigeria with a vision of something more. Her father arrived in the United States first, working tirelessly and saving every dollar he could until he could bring Jennifer, her mother and younger sister to join him. They were starting over in a country they didn’t know, navigating a new language and an unfamiliar system, all for one purpose: opportunity.

“They did all of that just so my siblings and I could have access to the opportunities and the free education available here,” Jennifer said.

Growing up, that sacrifice was never far from her mind. It was a constant, guiding force.

Her parents made it clear that education was not just important — it was everything. Not because of a diploma, but because of what it represented: access, stability, and the future they had fought to make possible.

That belief was reinforced by her experience in District 191, where she has been a student since her earliest years, from Tiny Tots through her senior year. From Rahn Elementary to Marion W. Savage Elementary, and later Eagle Ridge Middle School, each step helped shape her sense of belonging.

Even during the COVID-19 disruption in middle school, Saidu found ways to stay connected:  joining virtual office hours, participating in Student Council activities, and finding creative ways to maintain friendships.

Now, as a first generation college-bound student, Jennifer carries that with her every day.

“I don’t just see college as the next step in my life,” she said. “I see it as the way I can honor the hard work my parents put in to get me to this point.”

A vision … and a revision

Jennifer Saidu has always had a vision for her future. For a time, that vision pointed toward law. She was drawn to problem-solving and loved working with people, but something didn’t quite fit.

“I like to talk to people and solve problems,” she said. “But it was way too much paperwork for my liking.”

What replaced that early idea wasn’t just a different career path, it was a realization about who she is at her core. 

“Business speaks to others and also has a creative feel to it,” Jennifer said. “I like to bring new things and have conversations with people, and I feel like I’m convincing.”

That blend of creativity, communication and confidence set her on a path that continues to evolve, expand and open doors. Saidu first explored business through an introductory marketing class her freshman year.

“I wasn’t sure if I would like it or not,” she said. “But I learned so much, and it really was something that I found interesting.”

Outside the classroom, she was paying attention to entrepreneurs building brands on social media, from clothing lines to beauty products. What stood out wasn’t just the business itself, but the independence behind it.

“I also like money,” Jennifer said with a smile. “One of my goals for the future was to become a CEO and run companies, so that sparked my interest.”

That ambition comes with weight.

“There’s a lot of pressure to go to college and get an education because that’s what my parents fought for,” she said.

It made her decision to pursue the Associate of Arts Pathway at Burnsville High School both meaningful and intimidating. She admits she was scared about the amount of work taking the Business Management & Entrepreneurship Pathway would require, not to mention the demand for her time. 

Saidu considered other options, including PSEO (Postsecondary Enrollment Option, which involves taking college classes away from the BHS campus), but ultimately chose a path that allowed her to stay connected to her high school experience while getting ahead academically.

“Who wouldn’t want to say they graduated with their Associate of Arts and their high school diploma at the same time at the age of 17?” she said.

For Saidu, that milestone represents something deeper.

“I feel like it shows my resilience and my courage to pursue something that I haven’t done before in hopes of wanting to become better for my future.”

Her schedule reflects that mindset. Between college-level coursework, leadership roles, and a job in dementia senior care, Saidu’s days are full. But rather than feeling overwhelmed, she’s learned how to take control of her time.

“I think the experience has taught me to plan early and to have everything planned out,” she said.

She structures her work schedule around school, often working weekends to stay focused during the week. Through it all, communication has become one of her most valuable tools.

“You really need to communicate — send a text, send an email, just talk,” she said. “If people aren’t on the same page, it’s going to cause things not to go very well.”

She’s also learned how to step back when needed.

“If I know things are getting too stressful, I know what to do to give myself time to breathe,” Saidu said.

AVID and an entrepreneurial spirit

In programs at BHS like Advancement Via Individual Determination (AVID), Saidu found more than academic support, she found belonging.

“AVID is a room full of people who are very similar to you,” she said. “Many of us come from a background of immigrant parents, being first-generation… and we all want to excel in our lives and make our parents proud.”

That shared experience creates space for both growth and authenticity. It’s where Saidu found her voice, gaining confidence by watching others speak up and realizing she could do the same. Through DECA, a student organization preparing emerging leaders and entrepreneurs for business and finance careers, she found another avenue for growth, one that pushed her into real-world business scenarios. After finally making space in her schedule, she joined and quickly found success, advancing to a state competition.

“Getting a glimpse of the professional world and how it may look for me in my career was eye-opening,” Jennifer said. “It brought a lot of relief and joy to know that I’m somewhat good at it.”

Jennifer’s entrepreneurial instincts didn’t begin in high school. She remembers trying small projects to earn money like running a lemonade stand with her sister when they were younger. “I always knew I had a businesswoman’s mindset,” said Saidu.

That mindset fully came to life with Luixora Essentials, her small business featuring waist beads, anklets, bracelets, and bonnets inspired by her West African culture.

“I love my culture,” she said. “I know I love to create something and give it to others, and seeing the smile on their face when they get something they like or calling something beautiful just makes my heart warm up.”

Launching the business took both time and courage. When Jennifer finally took the leap, it was right in the middle of finals week. “I was very stressed,” she said. “But I got the name and started looking for how to make supplies through research.”

What followed were lessons no textbook could replicate: branding, networking, and learning how to show up and be seen. School-supported market events gave her a platform to grow her business and her confidence.

“It gave me both a table and a place to show what I bring to the table,” Saidu said.

Meeting challenges head on

Saidu is also candid about the challenges she’s faced. “Sometimes I’m the only Black woman in the room,” she said. “That makes me feel anxious.”

But instead of shrinking, Jennifer says she leans in. “I want to be authentically myself wherever I go. My thoughts should be equally valued.”

As a first-generation American student, she’s learned to navigate college and career pathways by asking questions, seeking out programs like AVID and Upward Bound, and building connections every chance she gets.

Her goals are as bold as her journey. Saidu plans to study marketing and business analytics, with hopes of attending the University of Minnesota’s Carlson School of Management. Long term, she’s interested in real estate, entrepreneurship and creating opportunities for others.

“I want people — men and women, young and old — to be able to feel part of my story,” she said.

Because at its core, her story has never been just about business. It’s about legacy. It’s about honoring sacrifice. And it’s about building something that lasts.

“I hope I’m viewed as a strong person who stays true to who they are,” Jennifer said. “Someone who still wants to have fun, be bubbly, and, of course, has a passion for business!”