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How these Nigerian companies used offline strategies to create success online



Let’s get this clear; it is extremely difficult, if not practically impossible, to build a solely online consumer internet business in Nigeria and by extension, Africa. This is due to a number of reasons including poor internet connectivity and reach, lack of trust, and broken infrastructure, among others. Even faced with these challenges, I still strongly believe that the future is powered by technology. However, it must be phased over a period of time. Remember Rome was not built in a day.

It is possible that you have a great idea; the kind that would  disrupt or revolutionise traditional ways of doing things.  However, to increase your chances of success, you must have both online and offline strategies.

Nigerians have strong online presence. Industry data has proven that Nigeria is a mobile first nation; hence, the craze for building mobile apps (I have my opinion on this). But we need to examine what activities Nigerians indulge in online to understand if your solution fits their needs.

Quoting 2015 figures for Nigeria only, Facebook has 7.1 million daily active users, 6.9 million mobile daily active users, 15 million monthly active users and 15 million mobile monthly active users. Note that these numbers are for Facebook only. An unverified source says that 40 – 50% of Nigeria’s mobile population is on Whatsapp. If this information is anything to go by, Whatsapp might have between 61 – 77 million users in Nigeria. Assuming 50% of that number is active daily, then Whatsapp will have a minimum 30 million daily active users.

Let us now compare these numbers to those of online businesses. Konga has only 184 thousand active users – active user in this case means anyone who used the Konga service in a quarter.

Paystack is in a similar situation. The company recently announced that it hit one billion in monthly transaction value! If we assume the average value of transactions carried out by each user is N5,000, we can safely estimate that Paystack has 200 thousand monthly active users. This is still small compared to the number of Nigerians online.

Though one could say that we are comparing apples with oranges, the point is clear; Nigerians are online, but the majority are not interested in paying for or buying things through online channels. Hence, you cannot look at the number of internet users in Nigeria to justify why your online business will have a large share of it.

Once this background has been laid, it is important to see how some existing consumer internet businesses are using offline strategies to drive or reinforce their online businesses.

1. Pay on Delivery (POD) and/or Designated Pick-up Locations – This is largely based on trust which is one of the weaknesses of the Nigerian e-commerce segment. However, it is the customers’ way of demanding offline services. I have seen the dress online; let me see it physically before I pay for it, simple! People who do not also want to pay for the delivery charge associated with POD will opt to pick up their goods from a designated location. So, the online platform is reduced to a catalogue, while the pick-up location provides the offline experience.

2. IrokoTV Kiosks and Download – according to statistics, Nigeria is the largest movie producer in the world; ahead of both Hollywood and Bollywood. Nigeria’s internet penetration is on the rise, hence you would expect that IrokoTV, which was designed as an online movie streaming service (Africa’s Netflix) will be a runaway success. IrokoTV’s customer base is largely Africans in diaspora. However, in a bid to capture the Nigerian market, IrokoTV had to design an offline distribution strategy using its Kiosks. For them, the major concerns were poor broadband internet penetration; hence, they cannot support streaming. The offline strategy also reinforces the online business as people become a lot more aware of their offline business therefore driving traffic to the site.

3. Wakanow Travel Centres – Wakanow is an online travel agency. Please mark the word “online”. However, the company is using its offline presence to drive its business. Not many Nigerians will book a holiday entirely online without holding someone responsible if the flight was not properly booked or mundane things like, “the food in the hotel is bad!” Hence the need for travel agencies. They help reassure the customers that Wakanow is a real company with real people working there, thus getting the customers more comfortable about booking their flights with them.

4. Offline Advertising – As much as digital advertising is a formidable tool for a technology driven business, offline advertising cannot be completely ignored. It reinforces the targeted digital adverts. It is the reason for Konga’s willingness to pay for a radio or TV jingle, Jumia taking up a billboard space and others having “moving billboards” on BRT buses. Offline advertisements help to reassure the customers that your business is a real business. Most of these customers have been scammed or have heard too many online scam stories. So, they believe that traditional media serves as a check on potential fraudulent tendencies. The summary of this is that people will be more willing to buy if they have seen or heard of your business on any traditional media – TV, Radio, Billboard, BRT Buses, etc.

5. Call and Support Centres – I recall placing an order for an item on one of the most popular e-commerce sites. Upon confirmation of my order, I got a call from the e-commerce giant’s agent to confirm my order and explain the delivery procedure and process. This, among other things, is a move to further personify the business. Technology businesses with hardware components typically have support centres that customers can go to address their issues.

In summary, irrespective of how digital your consumer internet business might be, you should have an offline strategy to further reinforce your digital revolution. You can teach an old dog a new trick, but it will take a long time. In the same vein, one should not expect a sudden behavioural change from your customers; have a mix of both online and offline options, then gradually scale in the direction that is most effective.

Happy “entrepreneur-ing”.

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How MSMEs can get easy access to finance

MSMEs must take the following steps for loan readiness.



How MSMEs Can Get Easy Access to Finance

MSMEs are considered the backbone of the Nigerian economy. In 2019, they made up 90% of all registered businesses, contributed more than 50% of the country’s nominal GDP, and employ 84% of its labour force. Despite this, MSMEs were the recipients of less than 5% of all credit granted by the banking industry.

One reason for this is self-selection by MSME owners. Many MSMEs refuse to apply for loans from banks due to a fear of rejection and a belief that banks charge exorbitant fees and request hefty collateral before giving loans to MSMEs. Now more than ever, in this era of cashflow-based lending and low-interest rates, this harmful myth is costing businesses access to finance that they need to scale.

Another reason is the MSMEs’ lack of loan readiness. Unlike large companies, small business owners do not prepare themselves before applying for loans. This causes them to make many mistakes that discourage banks from lending to them due to a fear of non-repayment.

In order to overcome this hurdle and join large businesses in taking advantage of the low-interest climate, MSMEs must take the following steps for loan readiness:

1. Maintain financial records – Research shows that 69% of MSMEs in Nigeria do not keep detailed financial records. As a business owner, you must ensure that funds pass through your business account. Your business’s financial records as reflected in your bank statement will help your bank determine your repayment capacity. This is important, whether you want a collateral-free or collateral-based loan.

2. Use narrations for transfer into personal accounts – Again, always use your business account for business funds. However, if funds must be paid into your personal account for any reason, then ensure that those payments have a narration that reflects the purpose of the payment. For example, Two shirts purchased. This helps isolate business funds from personal when computing your turnover in order to determine your loan amount and repayment capacity.

3. Know what you want – Always know exactly how much you want and what you want it for. If your account officer asks you how much you want and you say “any amount you can give me”, they automatically assume you have no plan for the money or a plan for repayment. Before approaching your bank, determine how much you need and how much you can repay per month, using your monthly income.

4. Have a repayment plan – Always have a plan for repayment. Know how much you can afford to part with per month. Note however that your repayment plan might not align with that of the bank. Banks prefer not to take more than 33% of your monthly income in loan repayments, so your loan repayment period will probably be dependent on how much you can pay per month. Regardless, a well-thought-out repayment plan will build confidence in your repayment ability.

5. Engage your account officer– It is important to have an engagement with your account officer before applying for the loan. Instead of just writing a loan application letter to the bank and waiting for a response. Armed with your financial statement and your knowledge of how much you need and for how long, visit your account officer and have them work with you in getting your loan.

Ese Atakpu is a writer and banker.

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AFEX raises $50 million to Finance Agri-SMEs in Nigeria

The $50 million Agri-SMEs fund is expected to bridge the funding gap between lenders and borrowers in the agric sector.



AFEX to partner with FMDQ and Dubai Commodities Exchange, 50,000 farmers to benefit from AFEX Commodities agric funding initiative

AFEX Commodities Exchange Limited (AFEX), a private commodities exchange company, has announced the first Warehouse Receipt Backed Commercial Paper in Africa. The paper has tech-enabled operations and a 24-hour fast cash turnaround for borrowers.

This was disclosed by AFEX in a statement issued and seen by Nairametrics on Thursday.

The $50 million Agri-SMEs fund is expected to bridge the funding gap between lenders and borrowers in the Nigerian agricultural sector with a commodity-backed instrument – for the first time.

READ: AFEX partners FMDQ, Dubai Commodities Exchange to deepen markets opportunities

Ayodeji Balogun, CEO, AFEX, stated, “The AFEX financing deal will help eradicate the high cost of procurement incurred by processors by deploying a discounted value of a warehouse receipt distributed among five leading players in the Food and Beverage, Trading Poultry and Animal Feed segments in Nigeria.

“The receiving companies are top 10 players in their respective segments. They have now been enabled access to a tool for managing price volatility, enabling up to 30% direct savings on prices.

“With our vision to reach a cumulative total of over $5 Billion in investment to the agriculture sector over the next five years, this financing deal is right on track to achieve this goal.’’

He added that as AFEX move towards building a derivatives market in Africa, “we want to be able to reduce exposure to price risk for stakeholders, by enabling them to hedge their positions and trade in commodity derivatives.”

READ: CBN to increase loans to agricultural sector to 10% of total bank credit

Why it matters

  • The warehouse receipts, which can then be transferred from commodities to a financial asset and listed under the borrower’s portfolio on the AFEX trading platform, will create a sustainable funding structure and address underfunding in the Nigerian agricultural sector.
  • With the warehouse receipt system linked to financiers, the system allows financiers value and marks the commodities’ price to market on a real-time basis.

What you should know

  • AFEX’s mission is to provide low-risk working capital facility for stakeholders in the Agro sector, in a way that is transparent and has a very high viable investment return.
  • As a licensed commodities exchange and warehouse receipt system operator, it deploys a warehouse receipt system and collateral management infrastructure to increase market confidence for both lenders and borrower.

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