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Konga, True Business Case for Emerging African Entrepreneurs
By Lere Abinuwa
I have read and digested the very comprehensive independent submission made by e-Live consultant, Kelvin Mulungwe on the e-commerce race in Africa between Jumia and Konga.
The submission is one I recommend for all young African entrepreneurs who want to mount the global stage as successful entrepreneurs. This is a very important investigation which basically shows why foreign entrepreneurs fail and what young Africans must do to create real business and not just hype.
The Konga strategy is a masterstroke, and I am not surprised because of their place of birth and extensive experience of the local market. It encourages other Africans particularly Nigerians on how to approach business strategies in the 21st century because things have changed. Business schools abound everywhere, but Africa’s most certified business strategy is common sense. Like Elder Christopher Kolade once said at a seminar, sometimes it makes sense to be number two in your sector but profitable to investors against wasting cash without instituting the fundamentals.
After reading the publication in Nairametrics, I noted critical points why my first place of work when I returned from abroad failed. With an MBA from an Ivy League University in the US, it was an embarrassment, especially considering the fact thatit was a big finance house.
My second place of work was better before I returned to States and few years later returned to Nigeria to work as a consultant to a multinational. I am happy that there are very strategic African entrepreneurs like the guys at Konga.
I must say Konga is a pride to Africa. This is the time for Africans to attain global leadership in what they do with our peculiar deficiency in infrastructure, etc. I have also checked across the globe most in the e-Commerce sector: locally owned companies are leading, even in established countries like USA, China, India just to mention a few.
A few essential learning points stand out for me in the examination of the Konga strategy.
First, the decision of the management of the new Konga to risk its own funding to build a sustainable business, rather than rush to the market to burn investors’ money is highly commendable. The lesson taught in most business schools is to use people’s money to run one’s business, but it is important to note as an entrepreneur that utilizing your hard-earned funds to grow your business instils a keen sense of discipline, focus and keeps one feet on the ground. Information received from sources close to the company have it that Konga was burning through losses of almost N400m a month after acquisition. However, it is to the credit of the astute management of its current owners that it has now believed to have cut losses drastically to near zero.
Secondly, the strategy of the current owners of Konga in building up its own infrastructure including logistics, warehousing and payments system, among others, justifies its faith in not only its internal competencies but also its confidence in Nigeria. More importantly, it reveals the keen understanding of the market and an uncommon insight by the management of the company in avoiding the pitfalls that have crippled other e-commerce players.
As the analysis revealed, the combination of a decrepit transport infrastructure and unreliable physical addressing system in major cities means that any serious player in the Nigerian e-commerce sector must build their own logistics superstructure. This is one thing the management of the new Konga has done arguably well, with a cousin of mine who worked with the company in the past and who is now in Canada on further studies, disclosing that Konga has shown that it has the capacity to compete favourably with any other brand, local or foreign-based in the sector. This is a big confidence boost for other local or African-based entreprenurs.
Thirdly, the presence of a CBN-licensed payments system in KongaPay is another edge or strategy that sets Konga apart. As the researcher revealed, KongaPay was recently certified by a leading global consumer market data firm as the foremost enabler of online shopping in Nigeria. Owning such a certified fintech is a factor that has quadrupled the value of Konga, especially when it chooses to go public. Most businesses that own fintech platforms hardly combine it with other businesses, but this is not the case with Konga which can count on a growing chain of subsidiaries across other verticals which KongaPay services.
The fourth strategy of the new Konga which also distinguishes it from the rest of the field is the approach to ensuring that all of the entities within its folds acquires core statutory and industry-recognized certifications. In addition to KongaPay which is licensed by the CBN; Konga Travel, its online travel and tours booking agency has attained the IATA certification, among others, while Konga Health, its latest subsidiary, equally has met and satisfied the relevant certification of the Pharmacists Council of Nigeria (PSN) as a recognized distributor of quality medicines, drugs and other medical supplies, while also recently signing an agreement with the umbrella association of private medical doctors in Nigeria.
These factors make Konga a brand that would undoubtedly be regarded even more than a Unicorn in valuation, but as a true African e-commerce elephant.
When one equally considers the submission of the researcher, who noted that Konga, within a space of three years after its acquisition by the Zinox Group, has now turned profitable, becoming the first e-commerce player to achieve this feat in Africa, there is even more impetus for the Konga strategy to become a template to be voraciously studied by budding African entrepreneurs desirous of making an impact on the continent.
Lere Abinuwa writes from FCT, Abuja
Broadcasting
NASENI, Nasarawa State, Firm to Establish Tractor Manufacturing Plant in North-Central Geo-political Zone
National Agency for Science and Engineering Infrastructure (NASENI) is set to collaborate with Nasarawa state government and Bobtrack Tractors, a division of Saint Bob Motors Limited to start the manufacturing and assembling of tractors in the north-central geo-political zone.
The facilities and infrastructure available at one of NASENI’s Institutes, Agricultural Machinery and Equipment Development Institute (AMEDI), Lafia, Nasarawa state will be used for assembling and manufacturing of the tractors.
According to the Executive Vice Chairman/Chief Executive Officer, NASENI, Mr. Khalil Suleiman Halilu, the project which is aimed at creating wealth and jobs for Nigerian youths is in line with President Tinubu’s Renewed Hope Agenda of ensuring food security and promotion of mechanized farming and agro-business in the country. Halilu disclosed this when the Executive Governor of Nasarawa State, Engr. Abdulahi A. Sule led a delegation comprising of Bob Track Tractors to pay a visit to the Agency’s headquarters in Abuja on Monday, April 22nd, 2024.
Mr. Halilu who assured Governor Sule and the delegation of NASENI’s readiness to do business with them, said, “the Agency is willing to partner with you and sign the memorandum of understanding (MoU) so that in the next couple of weeks we will move into action.”
He disclosed that Mr. President had recognized NASENI as a national brand and its National Tractor Recovery Programme wherein 55,000 tractors would be refurbished for mechanized farming nationwide.
In his remarks, Governor Sule said, he aligned with NASENI’s vision of collaborating and promoting made-in-Nigeria goods and also believed that government’s role is to provide a level playing field necessary for businesses to thrive.
The objective of his visit, he said, was to introduce the Bob Track Tractors which deals in assembling and manufacturing of tractor and farm implements with offices in Port Harcourt to NASENI so that it could utilize the existing facilities at AMEDI, Lafia for assembling of tractors instead of acquiring a new land for the business.
The CEO of Bob Track Tractors, Mr. Ibifiri A.C. Bob Manuel said, “We are ready to take up the facility that you have in Nasarawa State, create employment and wealth for the youths in the area and also use it as a hub to drive mechanized agricultural vision of the present administration. We are willing to invest in Nasarawa state with help of His Excellency, his team and NASENI.”
Broadcasting
ARISE News Channel Goes Live in SA, 9 Other Southern African Countries
ARISE News Channel, Africa’s premier broadcaster, has announced its expansion into South Africa and nine other Southern African countries.
The channel is now available on Multichoice/DSTV Channel 416 in South Africa, Angola, Botswana, Lesotho, Malawi, Mozambique, Namibia, Swaziland, Zambia, and Zimbabwe.
With this expansion, ARISE News Channel is now live in 54 African countries, including Kenya, Tanzania, Rwanda, Uganda, Cameroon, Sudan, Ghana, Senegal, and Cote d’Ivoire, among others.
Celebrating its 11th anniversary on January 31, ARISE News Channel continues to showcase Africa’s diversity in business, politics, technology, commerce, science, sports, show business, and fashion, while projecting the best of Africa and its cultures globally.
Nduka Obaigbena, chairman and editor-in-chief of ARISE News Channel,, expressed determination to launch the channel in all countries worldwide, stating, “The move to Southern Africa reaffirms ARISE News Channel’s position as the leading broadcaster in Africa with independence and clear thinking. We are determined to celebrate the best of Africa and tell the African story in the global marketplace.”
He added, “We shall continually showcase the emerging African century where Nigeria and other African countries will be some of the leading economies around the world. This is a marathon and not a dash: we will do for Nigeria and Africa what the CNN, the BBCs, and Aljazeeras have done for their nations and regions. In the emerging African AI- driven new information highway, no one will shape your narrative better than you.”
Broadcasting
Simi to Feature on Glo Sponsored African Voices
This week, the incredible talents of Nigerian singer, songwriter, and actress Simisola Bolatito Kosoko, better known by her stage name, Simi, will be highlighted on African Voices Changemakers, an interview program sponsored by Globacom on Cable News Network (CNN).
Simi began her career initially as a gospel singer. Her debut studio album, “Ogaju”, was released in 2008. After she got a record deal with X3M Music in 2014, she released the album “Tiff,” which was nominated for a 2015 Headies Best Alternative Song award.
Her debut studio album, “Omo Charlie Champagne”, Vol. 1, was released to mark her 31st birthday on April 19, 2019, and her second album, “Simisola”, was also released the same year. She became the CEO of her own label, Studio Brat, which she launched in June 2019.
Simi was one of the judges of the Season 7 of the Nigerian idol TV show in 2022.
Mother of a girl named Dejare, Simi married popular musician, Adekunle Gold in 2019 having graduated from Covenant University in Ota, Ogun State. Some of her works include “Joromi”, “Know You”, “Jericho”, and “Duduke”.
On Saturday at 8.30 a.m., the 30-minute magazine show will air on the global channel. Reruns can be seen on Saturday at noon, Sunday at 4.30 a.m., and Sunday at 7:00 p.m. Another rerun will air at 4 a.m. on Monday of the following week, 8.30 a.m. and 12 p.m. on Saturday, and 7 p.m. and 9.30 p.m. on Sunday.
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