Broadcasting
5 Business Lessons to Learn from Showmax’s Freemen
In Nigeria, entrepreneurship and business enterprises play a pivotal role in the economy, with businesses spread across all corners of the country. However, when seeking advice on business matters, one group stands out – the Igbo people, renowned for their enduring affinity with commerce, notably through the Igbo apprenticeship system.
This system has nurtured numerous millionaires and notable figures in Nigeria’s business landscape. And Showmax’s compelling documentary, Freemen, delves into their journey, showcasing their rise, stories, and the rich culture of the longstanding “Igba Boi” tradition.
From the chairman of Coscharis Group, Dr Cosmas Maduka, to the chairman of Innoson Group of Companies, Chief Innocent Chukwuma, the Founder/Group Executive Chairman, Chicason Group, Sir Alex Chika Okafor and the renowned entrepreneur Obi Cubana, the documentary imparts invaluable lessons from their experiences and successes.
Here are 5 business lessons we’ve learned from Freemen.
1. You Can’t Do It Alone
In the world of business, collaboration is key. Just like in Igbo apprenticeship where a master mentors their apprentice, building a network of support and guidance can significantly enhance chances of success.
Speaking in the first episode of the documentary, the Executive Producer of Freemen, Nigerian rapper, and actor, Tobechukwu ‘Illbliss’ Ejiofor, emphasised the importance of togetherness in building a successful business empire.
He revealed: “When I came into Lagos, I realised that my journey wasn’t going to be complete if I didn’t create an opportunity for others from my own hustle. When you get in, you bring in your brother; it’s a philosophy that we built and ran with. I just know that I need to be able to get in and pull other people in, showing them exactly what it is that needs to be done”.
Obi Cubana captures it all in the same episode: “Never leave a brother behind”, he concluded.
2. Master One Thing; Not All
According to Freemen, rather than spreading yourself too thin by trying to do everything, concentrate on mastering one aspect of your business.
Dr Cosmas Maduka’s story in episode two of the documentary is a prime example. Having begun his apprenticeship as early as the age of seven, even though he absorbed the knowledge of supply management, inventory control, accountancy, and administration which the Igbo apprenticeship system availed him, he focused on “internal combustion engine” under the tutelage of his uncle who had a catalogue for motorcycles. This led him to discover not just the contents but all the working parts of motorcycles and automobiles.
Unsurprisingly, Dr Cosmas’ breakthrough came from selling motorcycle crash bars, a product in scarce supply, at a substantial markup.
For Chief Innocent Chukwuma, one of Nigeria’s most successful car manufacturers, he had to spend seven months studying and mastering motorcycle parts before proceeding to work with his brother under whose auspices he became an apprentice. Before long, he was able to build a motorcycle by himself. In fact, he once brought the price of a motorcycle down from ₦150,000 to ₦60,000 due to his homemade brand.
In the near future, Chief Innocent Chukwuma aims to produce homemade cars that are cheaper than imported cars, in order to make automobiles more affordable.
3. Keep Developing
Continuous learning and improvement are essential for staying ahead in business. Just as apprentices in Igbo culture undergo rigorous training and skill development, entrepreneurs must continually invest in their own growth and development.
Engr Okezie Onyemelukwe, owner of Soundhouse Digital Multimedia, an independently owned and operated full-service event management company based in Enugu, is a testament to how developing one’s skill and talent can be the biggest pathway to success. In the third episode of Freemen, Engr Okezie revealed how he started from his local church, joining the team in charge of sound production. Before long, he joined his uncle’s music outfit which started with only a keyboard and a microphone. However, he honed his skill for years, ensuring that people rely on him before they can get their music production jobs done.
Today, some of the most competent sound engineers and live event professionals in southeast Nigeria have gone through Okezie’s tutelage as apprentices.
“When people see me driving the cars I drive, they want to be like me,” he said. “But they don’t see all the efforts and discipline that went into getting here. When you want to copy and paste someone’s life, make sure you copy from their past, not only their present”, Okezie said on the importance of discipline and development in running a successful business.
4. Find a Niche, Where There’s a Gap
Identifying an unmet need or underserved market niche is a recipe for success. Similar to how Igbo apprenticeships often specialise in specific trades or crafts, Freemen reveals that entrepreneurs must seek out opportunities where they can fill a gap in the market.
Reflecting on his journey, Dr Cosmas Maduka recalled how he identified a niche market opportunity within Boulos Enterprises. He seized the chance to sell motorcycle crash bars, a product in scarce supply, at a substantial markup. This strategic move propelled his success and layed the foundation for the highly influential business mogul he is today. By offering unique solutions or products tailored to a specific audience, you can carve out a profitable niche for your business.
5. Be Ready to Serve
At the core of a successful business lies a commitment to serving others. In Igbo apprenticeship, both masters and apprentices understand the importance of service in their relationship.
For Anene Cyril Okeke, CEO of Lastborn Investment Ltd, a business owner who currently has over 14 apprentices working under him and over 20 who have graduated through him, he too had to go through his period of service.
“At a point, I regretted being an apprentice at my brother’s because he was hard on me. I would be the one to go on errands, I would be the one to fetch water, I would be the one to cook”, he said.
“It is now that I know that all of those were trainings that I should have gone through. If not, all the things I know now, I wouldn’t know”.
For Dr Cosmas Maduka, he had to serve and go through the Igbo Apprenticeship System at an early age, leading him to eventually take on the management of automobile branches in Jos, Sokoto, Nnewi, and Lagos.
During his years of service, Dr Maduka was under the guidance of his uncle, who was a motorcycle spare parts trader. However, they lived in humble conditions: “My uncle himself had just started a business and lived in his own uncle’s house in a one-bedroom with his wife. In that bedroom, they used curtains to divide the sitting room from the bedroom. A man that is sleeping in a passage went to get an apprentice so you can know where my bedroom would be,” he said.
That humble beginning of service, which is enclosed in the “Igba Boi” system, not only propelled his success but also enabled him to amass his first million dollars by the age of 24. By 25, his wealth had doubled to more than 2 million dollars.
Freemen is a captivating exploration of the Igbo Apprenticeship System, known locally as “Igba Boi”. Binge all seven episodes of Freemen now on www.showmax.com.
Stakeholders at the Values for Daily Living International (VDLI) inaugural annual conference have recommitted to continuing efforts in promoting ethical values and moral principles, inspiring positive change in individuals and communities worldwide.
Group photograph of participants
The VDLI inaugural annual conference convened by Sandra Ani, was a resounding success, bringing together students, parents, scholars, educators, and community members to engage in meaningful discussions and celebrate achievements in value-based education.
The conference, held at the at The Parliament Hall, Post Primary School Management Board, Enugu State, attracted more than 1000 participants from various sectors, including education, business, healthcare, and government online and on-site.
The theme, “Take It Back: Building Today for a Greater Tomorrow” resonated deeply with attendees and speakers alike.
Prof. Peter Ndubueze Mbah (Ph.D.), the Hon. Commissioner of Education, Enugu State, in his keynote address emphasized the importance of integrating core values into every aspect of life, from personal interactions to professional endeavors.
He highlighted the need for a collective effort in nurturing a society grounded in respect, empathy, and honesty.
Throughout the conference, participants engaged in a series of interactive workshops, panel discussions, and networking sessions.
During the panel session, discussants reiterated the role of the church, school, and home in restoring values to society was a key topic of the panel discussions.
This interactive session provided deep insights into shared responsibilities in moral value restoration.
These narratives provided a powerful reminder of the impact that integrity and compassion can have on society.
Feedback from attendees was overwhelmingly positive, with many expressing a renewed commitment to fostering values in their personal and professional lives. “This conference has reignited my passion for ethical leadership and community service,” said one participant. “I leave here today inspired and ready to make a difference.”
Sandra Ani, the convener, in her address expressed gratitude to all participants, speakers, and sponsors for their contributions to the success of the conference. “Together, we have taken a significant step towards building a more compassionate and ethical society. I am confident that the conversations and connections made here will continue to inspire positive change in our communities.”
The event served as a platform for open dialogue and interactive learning, fostering a sense of shared responsibility in nurturing moral values within the community.
Other notable speakers included Hon. Chibueze Ofobuike, the chairman of Aguata Local Government Area of Anambra State; Barr. Doris Chinedu-Okoro, CEO of Evergreen Group; and Mr. David Folaranmi, an advocate of drug abuse and addiction recovery.
Essay Competition
Highpoint of the conference includes an essay contest which focused on senior secondary school students from both government and private schools on the topic: “What are the common reasons why teenagers might be tempted to experiment with drugs, and what strategies can they employ to resist peer pressure and make healthy choices regarding substance use?”
The contest attracted over 500 entries, which were narrowed down to 100 students for the second stage, and finally, 20 students made it to the finals.
During the conference, the top 20 essay writers were invited to receive an award of excellence. The top three essay winners were each given an award plaque, a gold medal, a certificate of excellence, and a cheque of 200,000 NGN for the second runner-up, 300,000 NGN for the first runner-up, and 500,000 NGN for the overall winner.
These students came from Anambra State, Osun State, and FCT Abuja, respectively. The remaining 17 students, representing Benue State, Kwara State, Ireland, Ebonyi State, and Enugu State, were awarded a gold medal and a certificate of excellence each.
Brand Ambassadors
All top 20 essay contest finalists were appointed as brand ambassadors of VDLI. Their faces will appear on billboards in five states of the country. As ambassadors, they are expected to uphold and promote the moral values advocated by VDLI in their various environments.
Awards and Recognitions
All speakers were presented with recognition awards from the organization. The Hon. Commissioner of Education received an award for his profound impact on enhancing education; Hon. Chibueze Ofobuike was recognized for empowering youths and transforming communities; Barr. Doris Chinedu-Okoro received an award for her outstanding contribution towards advancing education; and Mr. David Folaranmi was acknowledged for his efforts in creating awareness on drug abuse and helping people overcome addiction.
Special Presentations
A notable presentation on the role of the girl child in upholding Nigeria’s values and ethics was made by Akpem Comfort Msuurshima from Jewel Model Schools, Makurdi, Benue State.
Additionally, a cultural display by students of Seat of Wisdom Secondary School, Enugu, showcased the rich cultural heritage of Nigeria.
About Values for Daily Living International Conference:
Values for Daily Living International (VDLI) is an organization dedicated to the global promotion of ethical values and moral principles. Founded in 2019, VDLI has been at the forefront of inspiring positive change in individuals of all ages. Through innovative programs, impactful initiatives, and engaging resources, VDLI strives to encourage individuals to lead more fulfilling lives, guided by morals such as honesty, integrity, and respect.
The mission is to use the teaching of values to change minds, thereby transforming lives.
VDLI’s vision is to cultivate a society deeply rooted in strong moral values, ensuring individuals contribute meaningfully to society.
The Organization emphasizes values such as Integrity, Leadership, Compassion, and Respect guide all aspects of VDLI’s work, from program development to community engagement.
Nigerians will now be paying N7,000 per month, as video streaming platform, Netflix, has once again increased its subscription prices with its Premium Plan going up by 40 per cent to N7,000 from N5,000 per month.
Recall that Netflix has been raising the rates of its Basic and Premium plans starting in October 2023 in several major areas across the world, such as the United States, the United Kingdom, and France.
The streaming platform stated earlier in April that the price of its Premium Plan in Nigeria would increase to N5,000 from N4,400.
Simultaneously, the Basic Plan stayed at N2,900, and the Standard Plan was raised from N3,600 to N4,000.
At the time, Netflix said the price adjustment was part of a broader strategy to revise its subscription fees across various regions.
The changes, according to the company, were aimed at accelerating its revenue and earnings growth, following a pattern of periodic price hikes to support the expansion of content offerings.
The latest price increment makes it the second price adjustment by the platform within the space of three months in Nigeria, having implemented a price increment earlier in April this year.
According to the price update on the company’s website, the Standard plan subscription, which is popular among Nigerian subscribers for its HD quality and multi-screen viewing options, has been increased from N4,000 to N5,500. This represents a 37.5 per cent increment.
The Management of the University Bookshop Nigeria Limited (UBN Ltd) has been cautioned to desist from the sales of pirated works following the continuous display of pirated books for commercial purposes on the shelves of the bookshop as observed during routine operations by the Commission’s operatives.
The advice was given during a meeting of the NCC Ibadan Office with the Managing Director, UBN Ltd, Mr. Agbola Olatunji Israel and his team at the University of Ibadan.
State Coordinator, Ibadan Office, Mrs. Oluropo Oke, while displaying evidence of the bookshop’s involvement in selling pirated books, explained to the team that pirated works had been removed from the University’s Bookshop shelves on three different occasions. She used the opportunity to sensitise the management of UBN Ltd on what constitutes Copyright offences from section (44) of the Copyright Act.
The Ibadan Office, Chief Copyright Officer, Legal, Mrs. Adeola Apara, stated that the University Bookshop must desist from selling pirated books and patronise genuine publishers, authors, accredited book vendors and agents rather than buying from pirates adding that ignorance is not an excuse before the law.
Responding, the MD UBN, appreciated the Commission for the meeting and promised to put an end to the illicit act while admitting that the books showed to him were seized from the University bookshop.
He however, requested the Ibadan Office to organise a seminar for the management team of the University Bookshop to learn the features that differentiate original works from pirated ones.
The NCC and the MD, UBN agreed that a Memorandum of Understanding (MOU) will be signed in due course to ensure the purchase of books from legitimate sources.
In another development, NCC Ibadan Office on Wednesday, 5th June 2024, organised a Seminar for the Association of Professional Printers of Nigeria, (ASPPON), Ibadan District, with the topic: Applicability of the Copyright Act in the Printing Industry. The seminar was aimed at sensitising and guiding printers on the relevance of the Copyright Act to the printing industry.
Chief Copyright Officer, Legal, NCC Ibadan Office, Mrs. Adeola Apara, while sensitising the printers, explained some sections of the new Copyright Act : Section 36 – Copyright Infringement, 38 – Order for inspection and seizure, 40 – Forfeiture of infringing copies, 44 – Criminal liability, 48 – Duty to keep record and 86 – Duties of Copyright Officers.
She stressed on the importance of keeping proper records of all their work,s showing all the columns as indicated in section 48 of the Copyright Act.
The Printers were advised to do their businesses within the ambit of the law and warned that offenders will be arrested and dealt with according to the law.
Responding to questions about what should be done if their works are pirated, the State Coordinator, explained that the best approach is to report such offence to the office of the Nigerian Copyright Commission. She encouraged authors to register their works on the Commission’s e-registration platform in order to have their records in the Commission’s data bank.
Mr. Kayode Famurewa, the Chairman, ASPPON, appreciated the Commission for the seminar and having their interest at heart and assured that members will abide by the tenets of the law in the day to day running of their businesses.
A new “Job Register Book” with extract of section 48 of the Copyright Act stated on the 1st page was introduced by the chairman, ASPPON, to members in order to guide them on how to work in line with the Copyright laws.
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