Portrait of a man squatting in a bustling African market in Maiduguri, Nigeria.
Read More
Identifying Untapped Local Markets in Nigeria

Identifying Untapped Local Markets in Nigeria

Identifying Untapped Local Markets in Nigeria For decades, the Nigerian business story has been written in Lagos, Abuja, and Port Harcourt. These cities have dominated headlines, attracted investment, and shaped the narrative of what success...

Read more

Workers using traditional methods in large clay tanning vats for leather processing.
Read More
Business Model Innovation in Traditional Industries in Nigeria

Business Model Innovation in Traditional Industries in Nigeria

Business Model Innovation in Traditional Industries in Nigeria For decades, Nigeria's traditional industries have been trapped in a paradox: abundant resources, yet limited value capture. Palm oil, cocoa, cassava, leather, textiles, and solid minerals have...

Read more

A modern workspace showing hands analyzing marketing data on a laptop and paper documents.
Read More
Customer Segmentation for Better Results

Customer Segmentation for Better Results

Customer Segmentation for Better Results For many Nigerian business owners, the instinct is to cast the widest possible net. They believe that the more people they try to reach, the more customers they will get....

Read more

Aerial view of a sprawling city under a cloudy sky.
Read More
Business Expansion into Secondary Nigerian Cities

Business Expansion into Secondary Nigerian Cities

Business Expansion into Secondary Nigerian Cities For decades, the narrative has been simple: if you want to build a successful business in Nigeria, you go to Lagos. It is the commercial capital. It has the...

Read more