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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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SEC Decries Indiscriminate Issuance of Debt Instruments by Subnationals

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The Securities and Exchange Commission (SEC) has urged Capital Market Operators (CMOs) in Nigeria to review the proclivity of issuance of debt instruments by both state and local government agencies.

Mr. Bola Ajomale, Executive Commissioner, Operations, SEC, stated this at the 2024 International Credit Rating Webinar organised by DataPro Limited.

A statement by Mr. Kehinde Rasheed, the Business Development Manager of DataPro, quoted Ajomale, who represented the Director-general of the commission Dr. Emomotimi Agama as saying,  “Irrevocable Standing Payment Orders (ISPOs) from the state government cannot be the only measure of assurance and risk mitigation, CRAs must alter their measurement metrics to accommodate rising risk levels and increasing requirements for sustainability for any instrument raised by a State or quasi-government body.”

Ajomale, who identified the tendency for some state governments to issue private bonds guaranteed by the state government, pointed out that the processes do not have any proof of secondary market value and that they need to be assessed for the delivery of the stated project objectives.

The fourth in the series, the webinar was attended by over 500 participants drawn from Nigeria, USA, Canada, South Africa, Ghana, Gambia, Namibia, Kenya, and Rwanda.

In his welcome address, DataPro’s Founder, Mr. Abimbola Adeseyoju described the Webinar as a veritable vehicle to propagate the value propositions of the credit rating institution in Nigeria and the rest of Africa.

According to him, apart from the established role of providing an opinion on the quality of Assets and Capital, Credit Rating Agencies also serve as a complement to risk management procedures, adding that CRAs should serve the common goal of catalysing the economy, promoting the real sector and creating wealth for a sustainable society.”

In his speech, the Keynote Speaker at the event, Christian Ruehmer, an accomplished international banking entrepreneur urged banks to support businesses in the real economy. Ruehmer believes rating agencies and banks share a common goal in ensuring that businesses succeed.

 


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UBA Foundation Increases Prizes for 2024 Essay Competition

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UBA Foundation, the corporate social responsibility arm of United Bank for Africa Plc, has announced an increase in the prize value for its annual national essay competition as entries open for the 2024 edition.

UBA Foundation Increases Prizes for 2024 Essay Competition

Bola Atta, chief executive officer, UBA Foundation,

This year marks the 14th iteration of the contest, which aims to enhance literacy and promote intellectual development among senior secondary school students throughout Nigeria and the African continent.

In a statement, Bola Atta, chief executive officer, UBA Foundation, emphasized the organization’s unwavering commitment to educational excellence, particularly in light of ongoing global economic difficulties.

“We recognize the challenges families are facing, especially amid Nigeria’s current economic climate. By raising the first-place prize to N7.5 million and offering N5 million and N3.5 million for second and third places respectively, we are affirming our dedication to the education of African youth,” Atta stated.

She added that this increase in grant prizes is a reflection of their awareness regarding the escalating costs associated with quality education, demonstrating their resolve to enable outstanding students to achieve their academic aspirations without financial burden.

This year’s essay topic is “Discuss the Impact of Carbon Emission on Climate in Nigeria: Challenges and Solutions.”

Students are required to conduct thorough research, write, scan, and upload their handwritten essays via the digital portal by November 8, 2024.

Essays will be evaluated by esteemed English professors, who will select the top 75 submissions, each of which will receive a cash prize of N75,000.

Additionally, a regional competition will occur across four locations in Nigeria: Abuja, Enugu, Lagos, and Port Harcourt.

Here, 75 participants will vie for the opportunity to become one of the 20 finalists.

These finalists will then write a second essay, from which the top three will be chosen.

In recognition of their achievements, the 20 finalists will each receive brand-new laptops and other educational resources to support their studies and future research endeavors.

Moreover, teachers from the school with the highest number of submissions will also be rewarded. Atta highlighted that professors from leading Nigerian universities will serve as judges throughout all competition stages to ensure fairness and transparency in the evaluation process.

Reflecting on UBA Foundation’s ongoing commitment to development across Africa, Atta noted that the National Essay Competition (NEC) exemplifies the foundation’s broader educational initiatives.

One such program, ‘Read Africa,’ has successfully distributed hundreds of thousands of books to students across the continent.

“The competition exemplifies our pledge to nurture the next generation of African leaders and thinkers,” Atta affirmed.

“Through initiatives like this and our ‘Read Africa’ program, we are not just fostering literacy; we are making an investment in the intellectual resources that will shape Africa’s future.”


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CFA Nigeria, FMDQNext Equip Students with Investment Skills

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In pursuit of one of its goals to develop future finance and investment management professionals, CFA Society Nigeria in collaboration with FMDQNext, have exposed some outstanding students of Ekiti State University (EKSU) into basic investment skills, including live trading on FMDQ in Lagos.

The three-day hands-on training, themed: “Developing the Next Generation of Finance and Investment Management Leaders,” was initiated as part of CFA Nigeria’s University Outreach program aimed at developing future finance and investment management professionals through the establishment and endorsement of Investment Clubs in Nigerian universities amongst other initiatives.

“The training is one of the many ways by which CFA Society Nigeria. interfaces with Nigerian Universities through our various outreach programs including the iconic investment club network we are building across Nigerian Universities.

“All these are designed to catch them young, develop and deepen the talent pool in our financial markets and develop them into future leaders in the finance industry,” said President, CFA Society Nigeria, Ibukun Oyedeji.

Corroborating him, the Executive Director, CFA Society Nigeria, Yemi Ajagun said: “The students were highly engaged and enthusiastic throughout the training.

They appreciated the opportunity to learn outside the classroom and were particularly thrilled by the practical aspects of trading. The hands-on competition and overall experience exceeded their expectations.

“The positive reception and successful outcomes have proven our concept of exposing students to immersive hands-on and practical training with practitioners as a way of enriching the learning experience of students.

“FMDQNext served as the host and provided training facilitators, access to their facilities, and practical trading demonstrations. FMDQ’s involvement was pivotal in ensuring the students had real-world exposure to finance and trading activities.”

A cross-section of the students, expressed gratitude to CFA Society Nigeria, FMDQ Next, and the Pro-Chancellor for making the experience possible. They highlighted the transformative nature of the training, stating that it provided them with invaluable insights into the financial world and prayed that the opportunity would be availed to many more students.

 


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