The Demographic trick to Business Success

Demographic segmentation is market segmentation according to age, race, religion, gender, family size, ethnicity, income, and education. Demographics can be segmented into several markets to help an organization target its consumers more accurately. With this type of segmentation, an organization can categorize the needs of consumers. Let’s look at a couple of examples:

          Using a local example, in Cameroon the people (indigenously) from the West like the “Bamilikes” have an unshakable love for Kadji beer because it’s owned by one of their own. This is a sort of ethnic affiliation and segmentation.

          On a more international level, when General Motors produces Chevrolet SUVs its target market are couples with large family sizes and at the higher end of the income scale. However when they release the Chevrolet two “sitters” the target is mostly young couples with no kids, in a similar income bracket.

          If someone in America had to open an African restaurant, there are more chances that such an investment would be successful in neighborhoods with a higher “black” contingent. This is segmenting via race.

Exercise: look at the demographic differences in your community and think of businesses unique to these segments.

Stay true


Making the right product for the right consumer

So now you have a business idea, congratulations. Now you need to trim your product or service to meet specifications of your market, besides you didn’t make the product for you now did you? In the next couple of posts we shall look at geographic, demographic, psycho-graphic, behavioral segmentation and target market analysis (don’t miss this one especially). Because of the sheer bulk of this topic I shall cut it in bits. If you’ve treated the above before, good for you, if you haven’t, then I’m glad to be of help.
Geographic segmentation:
Geographic segmentation is the division of the market according to different geographical units like continents, countries, regions, or neighborhoods. This form of segmentation provides the marketer with a quick snapshot of consumers within a limited area.

In summary we can say that geographical segmentation means people from a particular region have a particular behavior which is different from those of another region. This knowledge is very important when you’re selling across regions and online too.
A good example of geographic segmentation is in music. Kids in Nigeria listen more to music in their local dialects whereas kids in Cameroon won’t have affinity to music in their mother tongue because Nigeria has a higher cultural consciousness than Cameroon. Kids in Nigeria are brought up to speak their dialect no matter how rich their parents are, however it’s not the case in Cameroon. Therefore an if an artist in Nigeria wants to thrive he should sing in the mother tongue but if an artist in Cameroon wants to thrive he should sing in other local languages like pidgin English or “francanglais”.
Another good example of geographical segmentation will be on the delivery of drinks by breweries. With knowledge that there are more Muslims (who don’t drink alcohol) for at the north and far north regions of Cameroon, when delivering drinks to these areas the ratio between alcoholic and nonalcoholic drinks will be higher in favor of nonalcoholic drinks. However when going to other regions with a less Muslim concentration the ratio will be higher in favor of alcoholic drinks.
You also have basic things such as language and race. For example if an advert has to be shown in Cameroon the actors will have to be black and the language in either English of French (again depending on region) but however if that same advert had to be broadcast in Sweden the actors would have to be white and the advert in Swedish. Reason being the majority of the population of these countries are black and white respectively and the local languages are English, French and Swedish.
My last example on geographic segmentation will be on purchasing habits. In Cameroon we don’t have a system or rather it’s not predominant to go to shops, take products and pay instalmentally. This system of payment however is a key trait of the more developed countries like the America and in Europe. This explains why adoption rates are higher in these countries because people can have access to products upon release when they are still very expensive. Though distribution is worldwide, there have been more purchases the red iPhone 7 in developed countries than there are in Africa because the system permits easier access in the developed countries.
Exercise: identify a geographical region around you and list out their key characteristics that other regions don’t have and how will these characteristics affect how these potential consumers interact with your business or potential business.
See you next time

4 tips to creating our million dollar business idea

A business axiomatically starts with an idea. The idea eventually goes through concept, product, marketing, operational, managerial and financial developments and eventually becomes a thriving and flourishing business. Businesses have proven to be a means for individuals to step out of the rat race and live in financial independence. Idea generation is the continuous systematic search for new product opportunities.
Like all journeys, starting a business begins with the first step which is idea generation. Albeit a little creativity helps, getting a business idea isn’t meant for the superhuman or cryptonians, instead it’s a skill that anyone can master. Here are four strategies for generating ideas: dimensional analysis, problem analysis, benefit structure analysis, and scenario analysis. These are explained in detail below:
Dimensional Analysis:
List of the physical characteristics of a product type. Having obtained such a list creativity will be triggered by asking questions such as: “why is the product this way?” “How can the product be changed?” or “what could happen if one or more of the characteristics were removed?”
This could be an interesting way to get things moving, for example you could put down all the product features of a smartphones, like cameras, processor speed, battery durability, operating system, charging system to name a few. Now you can let your creativity loose.
Problem Analysis:
It’s a need designed to develop an inventory of consumer problems in a particular product category to serve as a basis for new product or service ideas.
This method has blessed the world with some of its most innovative ideas. Most people can’t remember that you had to turn your phone backwards in order to take a selfie. These photos often had little precision because the person taking the photo wasn’t seeing what he or she was doing. To solve this problem the front camera was added to the smartphone and selfies could be taken with relative ease and precision.
Benefit structure analysis:
Determines what specific benefits and characteristics are desired by consumers within a particular category (segment) and identifies perceived deficiencies in what is currently provided.
This looks like the kind of thinking that existed in the creating of the Nokia Lumia, which is a mainstream phone with a really great camera. Reason being the most important benefit derived by most people (especially in the developing countries) from their smartphones is the camera. But before in order to get a smartphone with a good camera you had to buy an expensive iPhone or Samsung which came with a lot of features that didn’t really matter to the user. So why don’t we take away all the other features that make a phone expensive and focus on giving them an affordable smartphone with an amazing camera, would’ve been the thinking. So once you’ve identified the most important benefits capitalize on it.
Scenario analysis:
Identifies opportunities by capitalizing on projected future environments and associated consumer needs. Scenarios are opportunities that come very often. They are an easy way for the sharp minded to thrive in business.
A really good example of a scenario is often seen when things come into fashion. When you identify a slowly or rapidly growing trend you need to act fast to secure the market. For example when phone cases with rabbit ears came into fashion. Those who were first to jump on this trend made a lot of profits. The phone cases weren’t particularly lifesaving and didn’t provide any “benefit” to the user however girls really liked them and after seeing it with trend setters on social media the followers did what they do best and that’s to follow.
I hope this post was enriching, if you succeed to come with any ideas, feel free to contact us so we can help through business development. If you find any difficulties with your business and would like some strategic advice don’t hesitate to contact us as well at
Exercise: write down (in the comment box) everything that annoys as you throughout your day and let’s see how we can change those to business ideas. Remember “everything is impossible till someone finally does it“

Brand New Emojis,an Emergency system that can save your life and much more in our review of the Android Version 7 Nougat

This year’s world mobile congress has seen the launch of great new android phones. We’ve seen the new hard ware, the cameras, the sensors, the processing chips, the wearables, but what about the operating system (OS) that runs on the “doohickeys”. Google released its 7th generation Android called the Nougat. We want to take a sneak peak at what’s new and happening as we delve into Google’s android 7.0 Nougat

1. Performance
JIT compiler: The new JIT compiler improves runtime device performance, reduces the amount of storage space required for apps, and makes app and system updates much faster.
VR mode: With VR mode, Android Nougat is ready to transport you to new worlds. Coming soon with Daydream and Daydream-ready phones.


Vulkan™ API: Vulkan API is a real game changer with high-performance 3D graphics. See apps leap to life with sharper graphics and eye candy effects.
Battery & Data
Doze: Doze is now dozier, with your device going into lower power usage when you’re on the move. That means your Android device will conserve battery even when it’s jostling around in your pocket.

Data saver: Limit how much data your device uses with Data Saver. When Data Saver is turned on, apps in the background won’t be able to access cell data.


data-saver-android-7-nougat 2


2. Productivity
Split-screen mode: Now you can multitask with ease. Run two apps side by side in split-screen mode – watch a movie while texting, or read a recipe with your timer open.

Picture-in-picture mode: On Android TV, you can continue watching your current video while browsing or changing settings.

Quick switch: Double tap the Overview button to switch between your two most recently used apps.

quick switch


3. System usability improvements
Customizable Quick Settings: Rearrange your Quick Setting tiles so you can get to what you want faster.

settings suggestion


Quick Settings bar: Quick Settings has been redesigned so you can get faster access to top Quick Settings tiles directly in the notification shade. Improved Settings navigation also helps you find the right setting faster with an updated navigation menu in Settings.



‘Clear all’ in Overview: Instantly close all of your apps running in the background by tapping ‘clear all’ in Overview.

clear all


4. Emergency information: Emergency Information lets you add information such as name, blood type, allergies, and an emergency contact so that emergency responders can view this information through your device’s lock screen.

emergency 2Android_N_Emergency


Lockscreen wallpaper: You can now have different wallpapers on your device’s homescreen and lockscreen.


5. Emoji
Unicode 9 emoji: Bring your words to life with all-new emoji, including redesigned human emoji with multiple skin tones.


6. Privacy & Security
Direct boot: When restarting your device, Direct Boot helps it start up faster, and ensures that important communications still run. So before you even put in your password, you’ll still get that important text message and hear your alarm clock ring.

direct boot.png


Seamless software updates: On select, new devices running Android Nougat, OS updates can download in the background, so you can go on with your day while your device syncs with the latest OS.



File-based encryption: Building on top of our security platform, Android Nougat introduces file-based encryption. By encrypting at the file level instead of the block level, Android can better isolate and protect files for individual users on your device.



Scoped folder access: Apps can request access to specific folders that you can allow or deny access to (just like app runtime permissions). This is a reduced-scope version of the Storage permission for Apps that only need access to certain folders. It can also allow Apps to request direct access to removable media (on devices with that hardware).



Trusted face: Trusted face, a part of Smart Lock, makes unlocking even easier thanks to a new face recognizer. The new recognizer is less sensitive to conditions like lighting, facial decorations (eyewear, facial hair, etc.), and how you hold your phone. Available on select devices.



7. Device setup & migration
Improved system backup coverage: More device settings are covered by Android Backup, including accessibility settings, run-time permissions for apps, Wi-Fi hotspot settings and Wi-Fi network restrictions.
8. Internationalization
Multi-locale support: Select multiple locales in Settings to tailor experiences for you, such as showing search results in multiple languages and not offering to translate webpages in a language you already know.
New languages supported: Coupled with allowing you to select multiple languages preferences, Android Nougat allows you to select from 100 new languages and 25 locales for commonly used languages such as English, Spanish, French, and Arabic. This enables Apps to better support and understanding your language preferences even if your devices lacks official support for it.
New language preferences: Sort your language preferences so that apps can pick the right keyboard & text for you.


9. Accessibility
Accessibility settings in setup: It’s easier than ever before for you to discover and configure accessibility features on your new device. Set magnification gesture, font size, display size, and TalkBack right out of the box.
Display size: Not only can you change the size of the text on your device, but the size of all the display elements like icons and images.


Accessibility mono output: Accessibility mono output assists users with hearing loss in one ear by combining stereo left and right channel output to a single mono stream.
Variable text to speech speed: Variable text to speech speed increases productivity of text to speech users by allowing setting wider range for speech speed and pitches.


10. Android at work
Work mode: Work mode allows you to turn on and off your device’s work apps and notifications for a better work, life balance.

work mode

All these features have been put in place to optimize the user experience. The question of whether it works or not is up-to the user to answer.
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No Ronaldo, No Bale and No Morata, and possibly No first place return, for Real Madrid today…

Things are going from bad to worse for the Los Blancos. Just last month everyone presumed Madrid to be the runaway Spanish leaders, but things have changed. Massive disciplinary issues, an abysmal and open defence, and a criticized Kaylor Navas has seen Zidane’s men, perennially in a tight spot. In fact Real Madrid’s woes can only be matched by Lille in the French League for this passed two months. Zidane’s men haven’t had a lead at half time in the past two months have conceded in 98% of their matches.
Real Madrid managed to salvage an improbable 1-1 draw against SD Eibar at the Bernabeu during the first leg of this match earlier in the season. It was the first time in 11 years that the Basque side hadn’t been slaughtered at the Cathedral of the Santiago Bernabeu.
Today Zidane takes a depleted side to the Stade Ipurua with no Ronald, no Gareth Bale and no Morata. Ronaldo missed Friday’s training session with an injury, whilst Bale and Morata are both suspended for today’s encounter.


This could prove another taunting text for Real Madrid. After Real Madrid’s draw that felt like a loss against Las Palmas, Barcelona now top the table with 57 points, a point a drift from Real Madrid who come I second place. With Barcelona playing Celta Vigo today there’s a slight chance that Real Madrid could retain top spot by the end of the day. With everything to play for and a weakened side today’s fixture Real Madrid will either show character or fall to calamity…
Let us know in the comment box if you think Real Madrid can rise to top position again today

Marketing Highlight: Express Union encircles Express Exchange with the use of Emi money

What is the encirclement?
Encirclement Attack
Definition: The Encirclement Attack is a war strategy adopted by the challenger firm intended to attack the competitor on all the major fronts. Under this strategy, the challenging firm considers both the strengths and weaknesses of the opponent and then launch the attack simultaneously.
It is assumed that only those firms that are 10 times stronger or powerful than the opponent firm can launch the encirclement attack. The attacking firm must be adequate in its resources, then only it will be able to launch a grand offensive on several fronts.
The two strategies that can be used under the encirclement attack are Product and Market Encirclement. In product encirclement, the challenger firm may introduce different types of products with varied features and quality and may price these differently on the basis of their utility (as in this case study).
In the case of market encirclement, the firm may introduce the product for such a market segment, which left untapped by the competitor and thus enjoys the huge market share.


What has this got to do with Express Exchange and Express Union
Express Union and Express Exchange are key players in Cameroon’s money transfer market. With Express Union deploying a distribution strategy that highlights “proximity”, that is an Express Union office at almost every turn and present even in the most remote communities. Its growth has been very rapid. This growth has been helped with the development of partnerships such as the one with AES SONEL which permits customers to pay electricity bills via Express Union, which has been another magnetic force for traffic into Express Union offices.

This growth however has been fraught with slow customer service and perennially full Express Union offices. With bad news spreading faster than wild fire, Express Union developed a brand for slow customer service and full offices (a rather unwanted image, I must say). Over the years this has built a brand for Express Exchange which has capitalized on the spillover effect of Express Union’s calamity. With customers avoiding perpetual queues at Express Union they would start developing an affinity for Express Exchange whose empty offices meant the customers “turnaround” time would be swift. Ergo the corrosion of Express Union market share.

Emi money saves the day

If you notice, there’s an Emi money everywhere there’s an Express Exchange. That said they both use the red color on their buildings, their logos, and they are both always empty. All these are, well thought out attempts to muddle the differences in our minds between Emi money and Express Exchange.  And as if that wasn’t enough an Express Union form is very valid at Emi money to either send or receive money. Ergo if you’ve received money from an Express Union office and the one in your town is full you could just go to the Emi money in your town and fill the receivers form with your Express Union information.

Poor Express Exchange, now she’s fighting both Express Union and Emi money who are working together against her. I guess all’s fair in love and war. Thanks for reading, hope it was enriching. Remember to like our page.

Stay in the know. Stay true…

Facebook copied Instagram and now Watsapp copies Snapchat. Is this Mark (Zuckenberg)’s competitive strategy or a lack there of

WhatsApp has made a radical update to its app, turning it for the first time into a platform for passively consuming content, similar to the way people scroll through their Facebook or Instagram newsfeeds – and it’s a move that could finally usher in a money-making system like advertising.
WhatsApp’s new Status feature, lets users share photos, GIFs or videos overlaid with drawings, emojis and a caption that will be visible to selected friends for 24 hours, before disappearing.

If this sounds familiar, that’s because it’s exactly like Snapchat’s hugely successful Stories feature, launched three years ago, which lets users share similarly-ephemeral timelines.
Till now WhatsApp has been a utilitarian hub of activity: people go on there to simply type and read messages and type some more. Not scroll endlessly through streams of other people’s content.

Status will change that use case for the first time. It also potentially opens the door to messages from businesses, or rather, advertisers. WhatsApp said more than a year ago that it was looking at ways that businesses could send messages to its users in an unobtrusive and useful way.
That has always sounded like a tall order — businesses ultimately want to persuade people, not just inform them — and particularly difficult given the chatting system that’s at the centre of WhatApp itself.
Facebook has been able to rake billions in revenue each quarter from advertisers precisely because it can insert their videos and photos into its content-heavy Newsfeed.
So far, attempts on Facebook messenger and elsewhere to invite “bots” from advertisers to chat to people has fallen flat – any success there needs smarter artificial intelligence behind it and so is probably some ways off.
WhatsApp may have experimented with bots in the hope that it didn’t have to go down the tried-and-tested route of displaying content; Koum and his co-founder Brian Acton have been vehemently against advertising on their app since their early days, but monetizing their app in any other way does sound almost impossible.
“As a utility, we’re focused on building features that will be used around the world by our 1.2 billion users,” a WhatsApp spokesperson told FORBES. “Over time, we’ve seen a big uptick in users sharing rich content, such as photos, videos and GIFs on WhatsApp. We wanted to offer a simple, secure, and reliable way for people to share this type of content with all their contacts at once.”
Although Status is for all intents and purposes a copy of Snapchat’s Stories, the feature actually goes back to the roots of why WhatsApp was built in the first place.
In 2009, when Jan Koum started building what would become the most popular messaging app in the world, he started off by building a status app.
“Jan was showing me his address book,” Koum’s friend and entrepreneur Alex Fishman told a Forbes reporter for a profile on Koum in 2014. “His thinking was it would be really cool to have statuses next to individual names of the people.”
The idea was that if you were going to the gym, in a meeting, or had a low-battery, you could let people know the situation so they knew not to call you, or at least could know what was going on. Hence the name, WhatsApp, or what’s up.
Koum got his friends to download the app and it basically worked, but it wasn’t getting much traction. Then Apple introduced push notifications, meaning that every time someone updated their status, everyone got “pinged.” So Koum’s friends started changing their status updates to things like “I’m on my way.”
Suddenly they weren’t just updating their friends, but sending a message. Rather accidentally, one of the most important pivots in Silicon Valley history – right up there with Uber introducing Uber X and blasting a hole in the taxi industry – happened almost overnight, and WhatsApp’s users quickly swelled beyond Koum’s circle of friends in San Jose, to 250,000.
Five years later, Facebook bought Koum’s former status-updating app for $19 billion, and the rest as they say, is history.
WhatsApp has always retained the original status update next to each user’s name, along with their profile photo. Today’s Status feature won’t replace that. It will be a new, separate tab with a + sign that takes users straight to the WhatsApp camera. Tap that button and you’ll also see updates from other friends and family – which is where the real behavioural change for WhatsApp users will come in.
Friends can reply to the new “status” by tapping the reply button, which will be sent as a new WhatsApp message.
WhatsApp said the feature was rolled out to users on Monday 20 Feb., and would be “available soon around the world for iPhone, Android, and Windows Phone users.” So if you haven’t got it, you should give it a look.


Stay in the know. Stay true

Guess who mama Pobga is supporting in tonight’s match between both sons



(Paul Pobga in the photo)

Paul Pogba is the world’s most expensive and the only one that has his own emoji, but what many people don’t know, is that he has two older brothers who are also professional footballers.

Who are the Pogba brothers?

Paul Labile Pogba (born 15 March 1993) is a French professional footballer who plays for Premier League club Manchester United and the France national team. He operates primarily as a central midfielder and is comfortable playing both in attack and defense.



(Florentin Pobga in the photo)

Mathias and Florentin Pogba are the elder twins to their famous younger brother. Born in the inner eastern suburbs of Paris to Guinean parents, Paul’s allegiances lie with the French national team. His two older brothers on the other hand, both opted to play for the Guinea national team.

Florentin is a defender with Saint Etienne who sit 5th in league 1, whilst twin brother Mathias is a striker with  Sparta Rotterdam of the Dutch Eridivise.

In an interview with the Sun Newspaper Jose Mourinho said: “We spoke but we spoke in a good way, in a funny way.”

“I think it’s a good, nice destiny. I think only mom Pogba is in a little bit of trouble which is normal. It’s impossible for her to choose.”

“I know from Paul that his mom wants a draw but next week one son will be happy and another one will be sad.”

“There’s only a little bit of a problem for the mom. For them, they will enjoy it, they will enjoy to play against each other.”

We always keep you, in the know. “Stay true”