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.
By Ope Adeoye
In the bustling market of Bodija in Ibadan, you’ll find Mama Fola sitting under her umbrella stall, a ledger open beside her cooler of peppered ponmo and egusi. She’s not just a food seller — she’s also a long-time member of the Ire Ayo Traders Cooperative, a savings group that has supported women in the market for nearly 15 years.
Ope Adeoye
But until recently, that support came with a cost — not just in naira, but in time, energy, and emotional stress.
“Every week, our collection officer would walk stall to stall to collect our contributions,” Mama Fola says. “Sometimes we’d forget. Sometimes there was no change. And sometimes, we’d say ‘come back tomorrow’ — and she’d have to come back again.”
Across Nigeria, cooperative societies have long served as community lifelines — helping everyday people save money, access loans, and weather economic storms. But for all the good they do, many cooperatives still face one silent struggle: getting members to pay consistently, and on time.
And at a time when Nigeria is grappling with record inflation, currency devaluation, and reduced access to formal credit, the stakes have never been higher. If cooperatives — which serve as the main financial entry point for nearly half of adult Nigerians — cannot function efficiently, millions could be locked out of essential economic support.
In markets from Lagos to Kaduna, collection officers make daily rounds, send endless reminders, and often spend more time chasing payments than managing finances. This friction doesn’t just cause stress — it limits the ability of cooperatives to grow, plan, and include more members.
The high cost of missed contributions
For Ire Ayo, late payments weren’t just an annoyance — they were a structural challenge. Delays meant they couldn’t disburse loans on time. New members were limited, because it was too hard to track everyone. And when members dropped out, they rarely came back.
“People think running a cooperative is just about collecting money,” says Titilayo Adebayo, the society’s administrator. “But it’s really about trust. If members don’t pay, the group suffers. And if you’re always chasing people for money, that trust breaks down.”
A 2023 study by Enhancing Financial Innovation & Access (EFInA) found that nearly 46% of adult Nigerians rely on informal financial groups like cooperatives. Yet many of these groups still operate with pen and paper, and struggle to scale or sustain their services.
A quiet shift: From reminders to reliability
In 2024, Titilayo introduced a small but significant change. After consulting with members and local tech partners, Ire Ayo moved to a direct debit system that allowed members to approve a one-time mandate for monthly contributions.
“I was skeptical at first,” she says. “Would members trust it? Would it work with all our banks?”
But within the first month, collection rates went up by 30%. Members started receiving debit alerts — without reminders, without awkward follow-ups. Contributions became predictable. And Titilayo? She finally had time to do more than chase money.
“Now, I help members plan how to use their savings. We’ve started financial literacy sessions. We’re even exploring group insurance.”
What automation unlocked
The benefits weren’t just operational. For members like Mama Fola, the system gave her dignity — and peace of mind.
“Sometimes I’d feel ashamed when I delayed payment,” she admits. “Now, the money goes quietly, and I feel proud that I’m still part of something.”
The cooperative also began welcoming younger traders, okada riders, and even diaspora members who wanted to support family members back home.
One of the tools the group used was PaywithAccount — a direct debit solution developed by Nigerian fintech company OnePipe, which allows businesses and organisations to securely pull payments from customer bank accounts with consent.
For cooperatives, this kind of tool isn’t about going digital for the sake of it. It’s about removing the friction that slows down their mission.
“We’re not trying to be a tech company,” Titilayo laughs. “We just want to help people save better, borrow responsibly, and build something together.”
Why this matters now
Cooperatives are the frontline institutions of Nigeria’s financial resilience — especially for people the formal banking sector still hasn’t reached.
In a country where small businesses account for over 80% of employment, and where trust in digital finance is still growing, making it easier for people to save and contribute consistently can have ripple effects. It can stabilise communities, fuel micro-enterprises, reduce reliance on predatory lending, and help millions move from survival to stability.
“When our people save better, they live better,” Titilayo reflects. “And when they live better, the economy can breathe.”
A new kind of progress
The shift may look like a technical adjustment — but in reality, it’s a quiet revolution. Not just in how people pay, but in how they build control, confidence, and collective progress.
It’s a reminder that financial inclusion doesn’t always mean big ideas or flashy innovations. Sometimes, it’s as simple — and powerful — as making it easier to pay what you already planned to.
And for cooperatives like Ire Ayo, that kind of ease is helping turn every contribution into something greater: a pathway to stability, dignity, and shared success.
Broadcasting
Anambra State Government Launches SolutionLens to Drive Transparency and Citizen Engagement
Anambra State Government has launched SolutionLens, a technology-driven platform aimed at enhancing transparency, accountability, and citizen engagement in governance.
The platform, developed through a collaborative effort by the Ministry of Budget and Economic Planning, the Ministry of Information, and the Anambra State ICT Agency, was unveiled on Thursday, May 15, 2025, at the Solution Innovation District (SID) Building in Awka.
Speaking at the launch, Mrs. Chiamaka Nnake, Honourable Commissioner for Budget and Economic Planning, described SolutionLens as a democratic tool that simplifies the Open Government Partnership (OGP) process.
She emphasized its role in planning, budgeting, and fostering investor confidence through community-based feedback mechanisms.
In her remarks, Mrs. Ogochukwu Orji, the State Coordinator of OGP, noted that SolutionLens is designed to shine a light on public projects, empowering citizens to ask questions, hold the government accountable, and ensure resources are used for the common good.
Key Features of SolutionLens
Centralized digital hub for government projects
Interactive maps with a user-friendly interface
Live chat feature to connect citizens directly with MDAs
A live demonstration of the platform was conducted, followed by the formal inauguration of MDA focal persons, who will ensure the platform remains updated and responsive.
Participants commended Governor Charles Chukwuma Soludo, CFR, for this forward-thinking initiative, describing SolutionLens as a game-changer in governance.
The government urged citizens to actively engage with the platform and spread awareness, emphasizing that this initiative will safeguard the integrity and prosperity of Anambra State for generations to come.
Benue State Governor, Rev. Fr. Dr. Hyacinth Iormem Alia, has been named among the “50 Most Valuable Personalities (50MVPs) in Nigeria’s Digital Economy 2025,” a prestigious recognition celebrating visionary leadership in technology-driven governance.
Governor Alia’s administration has prioritized digital inclusion and ICT development, introducing groundbreaking initiatives that position Benue State at the forefront of Nigeria’s digital economy. Under his leadership, the government has established three key institutions: the Ministry of Communications, Innovation & Digital Economy, the Benue State Digital Infrastructure Company (BDIC), and the Benue State Digital Infrastructure Services Management and Enforcement Agency (BENDISMEA).
Since assuming office, Alia has launched several digital initiatives, including training over 40,000 civil servants in e-governance tools and equipping 10,000 youths with digital skills. Additionally, the government has set up 276 e-commerce hubs across council wards to support local businesses and young entrepreneurs.
The BDIC, a core driver of Benue’s tech transformation, has spearheaded projects in digital financial inclusion, AI education, and broadband expansion. The state has also partnered with the Digital Bridge Institute (DBI) to establish digital training hubs in all local government areas, targeting 23,000 trainees annually.
Alia’s recognition as one of Nigeria’s top digital leaders will be formalized at the West Africa Convergence Conference (WACC) 2025, scheduled for May 22 at The Colosseum, Lagos. The annual event, organized by Knowhow Media, brings together policymakers and innovators shaping Nigeria’s digital future.
Speaking on the selection process, Dr. Sola Afolabi, Chairman of the 2025 Nomination Committee, praised Alia’s contribution, describing his digital initiatives as “transformational steps that set the benchmark for technology-driven governance.”
Previous editions of the 50MVPs in Nigeria’s Digital Economy have honored notable figures such as Minister of Humanitarian Affairs, Prof. Nentawe Goshwe Yilwatda, and NDPC CEO, Dr. Vincent Olatunji.
Governor Alia’s reforms reflect a broader shift towards digital governance in Nigeria, highlighting the potential of technology to drive inclusive economic growth and efficient public administration.
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