Nigeria: choose the city, customer and channel
Nigeria is too diverse for a one-market plan. Specificity is how opportunity becomes executable.
08Scale can hide fragmentation
Population size is not a route to market. Cities, neighbourhoods, income groups, modern retail, open markets and specialist channels behave differently. A useful plan names exactly where the first customer will buy.
Build resilient product economics
Currency movement, import cost, channel margin and purchasing power can quickly challenge a fragile price. Product, pack, order size and margin structure should be tested as one commercial system.
Govern the partner relationship
Define account priorities, working capital, stock ownership, reporting and decision escalation. In a large market, unclear responsibility can create activity without measurable progress.
01Replace country-level assumptions with a first-channel plan.
02Stress-test price and pack together.
03Make partner governance operational from day one.