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4 Disastrous Ways to Push Your Start-up Through Lies

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There was this popular ad on TVs and billboards. The ad introduced a croissant brand into the one of the biggest emerging markets in Africa, Nigeria.

In fact, the feeling was great, the visuals were powerful and compelling. To crown it all, a popular celebrity was used to personify the brand.

If there were a thousand and one consumers craving for the product, I was one of them but for several weeks, I couldn’t lay my hand on ituntil on a very tiring day while returning home from work.

The adrenalin rush to devour the croissant was unimaginable but hey, the traffic law says you shouldn’t eat why driving!

The whole excitement turned into dissonance even before consumption. The product size could not measure up to the same as the size portrayed by the advertisement.

I felt cheated, embarrassed and discomfited for wasting my hard-earned money on a product that could not deliver its promise.

Since there was no value for money, repeat purchase was the last thing on my mind and never would I allow my close associates to make the same mistake.

Things like these are common in mostemerging markets and because the consumer laws are rather weak in these markets, advertisers sometimes escape the necessary regulatory scrutiny and whack.

Be that as it may, below are four ways I think your start-up can unsuccessfully lie to its market:

Making Promises You Can’t Fulfil
Every start-up should be reminded that a brand is a promise to the consumer to deliver a particular desired experience most of the time.

It should be known that consumers offer their trust and loyalty with the implicit understanding that your brand will behave in certain satisfying ways through product/service performance and through appropriate pricing, promotion, and distribution programs. In the croissant story earlier told, do you think I felt cheated because the product was too small? Not at all.

I felt embittered because the advertiser had failed in its promise to meet my expectations as conveyed in the billboard and television.

Believing Advert Would Do The Magic
Troublingly, many well-funded start-ups oftensubscribe to advertisingto blatantly make implicit promises they would never keep.

When the product or service doesn’t match up to the advertised promise, isn’t that like cheating, or at some level, stealing from people’s hopes?

Well, your ever wise customers would soon realise this, jettison your brand and pitch their tent with your competition who is real and truthful.

A marketing professional once said that advertising is powerful but ad is not what the consumer is buying.

You can spend one billion dollar on ad, if the product lacks merit, you would not sell. In fact, your ad begins to irritate. The value of an ad is based on the fact that the product is right.

There is a coinage in marketing, which underscores this, that the best way to kill a bad product is to advertise it.

Bad Positioning
More importantly, in our social media crazed world, venting out broken promises made to consumers has instant ramifications to the credibility and trajectory of your start-up’s perceived value.It is true that the goal of any brand positioning exercise is to develop a brand promise that is unique, compelling and believable.

Any successful brand positioning project must evaluate all potential brand promises against these three criteria – unique, compelling and believable. The winning promise must deliver against all threecriteria or it won’t work.

Thinking That Lies Would Engender Profitability
It’s wrong to assume that lies would ensure profitability. In fact, a lie told will only stimulate trial but never engender repeat purchase that can guarantee sustainable profitability.

Most times, a betrayed consumer will make sure others around him never fall victim. Tell the truth and don’t shoot yourself in the leg.

Don’t over promise and under deliver. Lies shouldn’t be ‘sold’ to push your start-up.

I’m sure you’re still interested in the croissant story I shared with you at the beginning of this article.

Well, I’m pleased to inform you that its makers only survived for two years. The croissant is abysmally dead, never to be resurrected.

Is your start-uppositioned to lie? If yes, please have a rethink!

Jide Ayegbusi is the founder of Edusko.com, an edtechstart-up that connects Africans with good and affordable schools in Africa and beyond. Follow Jide on twitter @jideayegbusi.

 

          


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Tony Elumelu Foundation Opens Applications for 2025 Entrepreneurship Programmes

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Tony Elumelu Foundation (TEF), Africa’s leading champion of entrepreneurship, has announced the opening of applications for its 2025 Entrepreneurship Programmes.

Tony Elumelu Foundation Opens Applications for 2025 Entrepreneurship Programmes

It asked both aspiring and existing entrepreneurs from across Africa to apply for a chance to receive world-class training, expert mentoring, and non-refundable seed capital funding to scale their businesses.

Programmes open for application are: Tony Elumelu Foundation (TEF) Entrepreneurship Programme: the flagship TEF Entrepreneurship Programme which is open to all entrepreneurs across Africa with innovative business ideas or existing businesses not older than five years.

This year, there is a special emphasis on businesses leveraging Artificial Intelligence (AI) and green initiatives. Applicants must be at least 18 years old.

Secondly, the IYBA-WE4A Entrepreneurship Programme: Launched by the Tony Elumelu Foundation in partnership with the European Union (EU) and Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), IYBA-WE4A stands for Investing in Young Businesses in Africa – Women Entrepreneurship for Africa and is exclusively for women entrepreneurs with green business ideas or existing green businesses in Senegal, Tanzania, Uganda, Cameroon, Kenya, Mozambique, Malawi, and Togo.

Applicants must be at least 18 years old, with businesses not exceeding five years in operation.

Thirdly, Aguka Ideation Programme: The Aguka Ideation Entrepreneurship Programme is a partnership with the Tony Elumelu Foundation, UNDP Rwanda and the Rwandan Ministry of Youths and Arts to support young Rwandan entrepreneurs between 18 -30 with business ideas with a seed capital of $3000, with the aim of nurturing and developing innovative concepts into viable enterprises.

Application Details: Platform: Applications are to be submitted through TEF’s proprietary digital hub, TEFConnect. Application Period: January 1, 2025 – March 1, 2025. TEF urged interested applicants to complete and submit their applications well ahead of the deadline.

On eligibility, it said the programme is open to African entrepreneurs with scalable business ideas or existing businesses not older than five years while applicants must be at least 18 years old.

For more information about the Tony Elumelu Foundation’s transformative work and the success of our African entrepreneurs, it advised applicants to view “our Impact Report, which highlights the Tony Elumelu Foundation’s achievements and contributions to Africa’s economic growth; African Entrepreneurs’ Success Stories, showcasing the inspiring journeys of Tony Elumelu Entrepreneurs and Annual Reports, offering insights into the Tony Elumelu Foundation’s strategies and outcomes.

Recall that The Tony Elumelu Foundation is the leading philanthropy empowering a new generation of African entrepreneurs, driving poverty eradication, catalysing job creation across all 54 African countries, and increasing women economic empowerment.

Founded in 2010, the Tony Elumelu Foundation is committed to empowering African entrepreneurs as a catalyst for the continent’s economic transformation.

Besides, since the launch of the TEF Entrepreneurship Programme in 2015, the Foundation has provided up to 2.5 million young Africans with access to training on its digital hub, TEFConnect, and disbursed over USD$100 million in direct funding to over 21,000 African women and men, who have collectively created over 800,000 direct and indirect jobs, and generated over USD$4.2 billion in revenue.

The Foundation’s mission is rooted in Africapitalism, which positions the private sector, and most importantly entrepreneurs, as the catalyst for the social and economic development of the African continent.


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Zinox Demands Apology from Falana over Alleged Defamation, Reputational Damage

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Management of Zinox Technologies Limited, foremost African digital conglomerate, has demanded public apology from Mr. Femi Falana SAN, over alleged defamation and reputational injury inflicted on the company and its representatives by Falana and his client, Benjamin Joseph, the CEO of Citadel Oracle Concept Limited, an Ibadan-based computer firm.

Zinox Demands Apology from Falana over Alleged Defamation, Reputational Damage

 

In a statement on Sunday, Zinox referenced recent news items in the media relating to certain charges filed by  Falana, purporting to act on a fiat donated to him by Mr. Lateef Fagbemi SAN, attorney general and minister of Justice of the Federal Republic of Nigeria, whom Zinox said may not have been properly briefed.

“We are sure that if the circumstances of this case were made available to the respected Honorable Attorney General, Lateef Fagbemi SAN, he would not have granted the purported fiat to Femi Falana,” Zinox said in the statement.

In the news reports, Falana was said to have filed a suit before Honorable Justice A. O. Ebong of the FCT High Court in charge no. FCT/HC/CR/985/24 in November 2024, a suit Zinox said was based on the same claims which various courts had in the past dismissed as falsehood and baseless.

“Our initial reaction was to ignore these publications as the usual campaigns of calumny that have been orchestrated against Zinox since 2014 by one Mr. Benjamin Joseph, the Managing Director of Citadel Oracle Concept Ltd, the client of Mr. Femi Falana SAN. However, we are persuaded to respond by the consideration that once falsehood is sustained over time, it tends to acquire the garb of truth.”

Zinox said the case arose from a contract between Citadel and Technology Distributions Limited over the supply of computers to the Federal Inland Revenue Service (FIRS), stressing that the matter has no bearing whatsoever with Zinox and its promoter, Mr Leo Stan Ekeh.

“Firstly, we are shocked that Femi Falana would include Zinox in his purported fiat/charges, a company that has nothing to do with the transaction or allegations. For the records, we want to state as follows:

“Zinox has never been invited by any investigative agency, including the police and the EFCC, on these allegations. There is no report either by the police or the EFCC or any investigative agency where the name of Zinox was mentioned as a suspect. There is no judgment or ruling of any court where Zinox was mentioned as having anything to do, whatsoever, with the transaction or the allegations, the basis of the fiat/charges. Mr. Leo Stan Ekeh, the Chairman of Zinox, has never made any statement to the police in the course of any investigations and has never been mentioned in any court proceedings or judgment as part of any investigations relating to these allegations. Indeed, he has never met with Benjamin Joseph before,” the statement said.

Zinox cited instances in which Mr. Joseph lost the case and its adjunct suit. In a petition/case Mr. Joseph reported since 2013 and for which the Inspector General of Police charged him for false information in charge no.CR/216/16, he was unable to prove his allegations for more than 8 years .

In another case filed by the EFCC at his instance against his partner, Princess Kama, in charge no. FCT/HC/CR/244/2018,  Honorable Justice Danlami Z. Senchi of the FCT High Court (as he then was), dismissed as false all the allegations made by Benjamin Joseph, and imposed the sum of N20 million as damages against him for false petitioning in relation to these same allegations.

Zinox alleged that the current charges said to have been filed by Falana on the basis of a fiat from the Attorney General is the third in a row as he had earlier filed charge no.CR/469/2022, which was struck out by Honorable Justice C. O. Oba of the FCT High Court, by an order dated 8th November 2022.

In what appears to be forum shopping and abuse of court process, “he filed the same charges before Honorable Justice A. S. Adepoju of the FCT High Court, which charges were, once more, struck out by the Honorable Court on 19th March 2024, with Honorable Justice Adepoju holding that: “This matter was brought in dead, extinct and should be confined into the dustbin of history…I hold that the instant suit is an abuse of the process of court and it is hereby struck out accordingly,” the statement said.

Zinox said it was shocked that a “learned Senior Advocate in the person of Femi Falana, would, yet, proceed to file the same charges before Honorable Justice A. O. Ebong of the FCT High Court in charge no. FCT/HC/CR/985/24 in November 2024.”

The statement said: “It is, therefore, very clear that the deliberate intention for instituting this new charge by Femi Falana SAN, to include the name of Zinox and its Chairman and other persons who were never part of the investigations, is to embarrass them, harm their reputation, and thereby damage their businesses. In the circumstance, we hereby demand a public apology from Mr. Femi Falana SAN, if he is unable to produce the evidence demanded above.

“We, therefore, assure all our business partners, stakeholders, and friends, that we are not ruffled by these spurious allegations. While our lawyers are set to defend the present charges purportedly filed by Femi Falana SAN, we shall not fail to explore all legal remedies against persons associated with the orchestration of these false allegations and publications against us,” Zinox said.

 


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WHO Declares New COVID Outbreak in China Global Health Emergency

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World Health Organization (WHO), has declared the outbreak of a new coronavirus in China, a global health emergency.

WHO Declares New COVID Outbreak in China Global Health Emergency

Tedros Ghebreyesus, director-general, WHO, made the announcement at a press conference in Geneva.

WHO’s emergency committee on the epidemic had reportedly met Thursday afternoon and recommended designating the outbreak a Public Health Emergency of International Concern, PHEIC.

The decision had been “almost unanimous,” Didier Houssin, chair of the emergency committee, said at the press conference.

“The main reason for this declaration is not because of what is happening in China, but because of what is happening in other countries,” Tedros said at the press conference.

“Our greatest concern is the potential for the virus to spread to countries with weaker health systems and which are ill-prepared to deal with it. Let me be clear, this declaration is not a vote of no confidence in China. On the contrary, WHO continues to have confidence in China’s capacity to control the outbreak.”

Tedros also outlined recommendations made by the emergency committee to control the outbreak, including accelerating the development of vaccines and drugs and combatting the spread of misinformation.

This is the sixth time WHO has used that label, Public Health Emergency of International Concern, PHEIC. since the designation was introduced 15 years ago.


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