Startup Basics

Choosing the Right Business Name

Choosing the right business name is one of the most important decisions that an entrepreneur can make. A business name is not just a label; it is a representation of the brand and its values. It can influence how customers perceive the company and can even impact its success in the long run. Therefore, it is crucial to put careful thought and consideration into selecting a business name. The first step in choosing a business name is to brainstorm ideas. This process should involve considering what the company does, its target audience, and any unique qualities or characteristics that set it apart from competitors. The goal is to come up with several potential names that accurately reflect the brand’s identity. Once a list of potential names has been compiled, it’s time to start narrowing down options. One important factor to consider when choosing a business name is whether or not it’s easy to remember and pronounce. A complicated or difficult-to-pronounce name may be hard for customers to remember or share with others, which could hinder word-of-mouth marketing efforts. Another important consideration when choosing a business name is whether or not it accurately reflects what the company does or offers. For example, if a company specializes in landscaping services but chooses a generic name like “ABC Company,” potential customers may not immediately understand what services are offered. It’s also important to ensure that the chosen business name isn’t already trademarked by another company. Conducting thorough research on existing trademarks can help avoid legal issues down the line. Once several potential names have been narrowed down based on these factors, entrepreneurs should consider conducting market research before making their final decision. This could involve surveying potential customers about their thoughts on different names or testing out different options through social media ads or other marketing efforts. Ultimately, entrepreneurs should choose a business name that they feel confident about and proud of – one that accurately represents their brand identity and values while also being memorable and easy for customers to remember. There are several different types of business names that entrepreneurs can choose from. Some opt for descriptive names, which clearly state what the company does or offers. For example, a landscaping company might choose a name like “Green Thumb Landscaping” to convey its services. Others may opt for more creative or abstract names that don’t necessarily describe the company’s offerings but instead evoke a certain feeling or emotion. For example, a clothing brand might choose a name like “Wildflower” to convey a sense of freedom and individuality. Another option is to use personal names as part of the business name. This can be particularly effective for professional service providers such as lawyers or accountants who want to establish themselves as experts in their field. Using personal names can also help create a more personal connection with customers. Ultimately, there is no one-size-fits-all approach when it comes to choosing the right business name. The most important thing is to carefully consider all options and choose a name that accurately reflects the brand identity while also being memorable and easy for customers to remember. In conclusion, choosing the right business name is an important decision that requires careful consideration and research. Entrepreneurs should take into account factors such as ease of pronunciation, accuracy in describing services offered, uniqueness compared to competitors, trademark availability, and customer perception when making their final decision. Ultimately, selecting a memorable and meaningful business name can help establish brand identity and contribute to long-term success in today’s competitive marketplace.

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How to Sell to a Difficult Customer

Your main goal as a business owner is to provide solutions that genuinely address your customers’ needs, ultimately enhancing their quality of life through your products. However, it’s important to acknowledge that customers have had negative experiences in the past. When a product fails to fulfill its promised purpose, it leaves customers disappointed, cautious and most likely, difficult. Consequently, customers have become more logical, meticulously evaluating their options before making a purchase. They want assurance that what they buy will truly deliver on its promises, without the need for additional purchases. So, how do you sell to a difficult customer? 1. Use testimonials Customer segments are defined by age, social status, work environment, exposure, and place of residence. One of the ways to sell to a difficult customer is to mention individuals who have purchased your products and get them to talk about the satisfaction derived from these products/services. This is to assure them that their investment is secure. Logical, difficult customers, who possess the means to spend, seek reassurance before making a purchase. Their strong network also make them influential in referring others to your products, creating a potential customer segment with continuous demand. To build trust and credibility, it’s recommended to collect testimonials for display on your website or social media channels. These testimonials can take the form of text accompanied by customer photos. Alternatively, video testimonials are powerful as they visually convey trust through body language. Keep the video clips concise, ranging from 30 seconds to 1 minute. Sharing testimonials from satisfied customers serves as a powerful means of building trust, establishing credibility and instilling confidence in potential buyers. 2. Provide customer support and utilise customer feedback When customers are unsure about how to use a product, they often seek information and guidance. Capitalize on these conversations by providing the necessary instructions and support. It’s crucial to keep records of all customer interactions, including calls and text messages. These records serve not only for monitoring and improvement purposes but also for reaching out to them. Valued customers who experience the benefits they anticipated are likely to express their gratitude. You can showcase these conversations, starting from when they sought assistance to when their concerns were resolved. This display of customer feedback demonstrates your trustworthiness and reliability. 3. Offer discounts Customers have unfortunately experienced instances where their hard-earned money was taken advantage of, causing them to be cautious about future purchases. To foster long-term relationships and bring about a significant change in their perspective, you need to shift your focus away from short-term profitability to gaining trust. Rewrite the narrative and offer them something of exceptional value, surpassing their expectations. It could be in the form of discounts or even providing the item for free if it is not a high-priced product. By exceeding their perceived value and offering them an irresistible proposition, you can sell to a difficult customer, rebuild their trust and establish a solid foundation for a lasting customer relationship. 4. Offer free complimentary services Customers often have additional needs beyond their initial purchase. As a business, you have the opportunity to provide these supplementary services alongside the discounts offered. However, it’s important to approach this in a thoughtful manner, avoiding any sense of desperation. Consider making a promise to customers that after they have used the product and experienced satisfaction, they will receive complimentary services when they make a second purchase. This promise acts as an incentive for them to return and further solidifies their positive experience with your business. By offering these additional services, you enhance their overall satisfaction and create a compelling reason for them to engage with your brand again. In conclusion, it’s crucial to remember that the ultimate objective is to win over customers. However, it’s important to acknowledge that customers have the freedom to choose whether or not to return. Regardless, your goal should be to maintain a long-term business relationship with each customer, treating them as individuals rather than as a collective group. By focusing on personalized service and catering to their specific needs, you increase the likelihood of building loyalty and fostering repeat business. Remember, every customer is unique, and your commitment is to serve them on an individual level. Emmanuel Otori is the Chief Executive Officer of Abuja Data School. He is a Small Business Consultant, Start-Up Advisor and Consultant For SMEs across Nigeria. You can read his other articles here.

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Taking Your Business to Global Markets

Taking your business to global markets is a crucial step towards achieving success in today’s competitive world. With the advent of technology and globalization, businesses have the opportunity to expand their reach beyond their local markets and tap into new customer bases worldwide. However, expanding into global markets requires careful planning and execution. The first step towards taking your business to global markets is conducting thorough market research. This involves identifying potential target markets, understanding their cultural nuances, and analyzing the competition. It is important to understand the needs and preferences of customers in different regions before launching any products or services. Once you have identified potential target markets, it is important to adapt your products or services to meet local demands. This may involve making changes to packaging, branding, pricing, or even product features. Adapting your offerings will help you stand out from competitors and increase your chances of success in new markets. Another key aspect of taking your business to global markets is building strong partnerships with local distributors or suppliers. These partnerships can help you navigate complex regulatory environments and gain access to local networks that can help you establish a foothold in new regions. Finally, it is important to invest in marketing efforts that resonate with local audiences. This may involve creating localized content for social media platforms or partnering with influencers who have a strong following in specific regions. In conclusion, taking your business to global markets requires careful planning and execution. By conducting thorough market research, adapting products or services for local audiences, building strong partnerships with local distributors or suppliers, and investing in localized marketing efforts – businesses can successfully expand their reach beyond their home market and tap into new customer bases worldwide.

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The Business Facilitation Act 2023 and Your Employees

In February 2023, President Muhammadu Buhari (GCFR), signed the Business Facilitation (Miscellaneous Provisions) Act, 2023 into law. The Act, which is also known as the “Omnibus Act” is aimed at improving the ease of business in Nigeria, and to further create an enabling environment for micro, small and medium-sized enterprises (MSMEs) to thrive in the country. This Business Facilitation Act amended various clauses in about 21 pieces of legislation. These amendments are intended to eliminate bottlenecks that have hitherto impeded business operations in the country. This piece will focus on two (2) of the amendments which have direct impact on personnel cost and employee benefits: 1. National Housing Fund (NHF) Act: the NHF Act had hitherto made contributions to the National Housing Fund mandatory for all Nigerian workers in both the public and private sectors earning at least N3,000.00 (Three Thousand Naira Only) per month. The Act stipulated a monthly contribution of 2.5% of basic salaries to the Fund. The Omnibus Act has however made the following amendments to the NHF Act: 2. The Industrial Training Fund (ITF) Act: the ITF Act had hitherto required organisations employing a minimum of five (5) employees, and with annual turnover of at least N50m to contribute 1% of their annual payroll to the Industrial Training Fund. Contributing organisations however have the opportunity to receive 50% of their annual contributions as reimbursements, upon fulfilling certain criteria defined by the Fund. The Omnibus Act has now raised the required number of employees to at least 25. Consequently, organisations employing less than 25 persons are now exempted from contributing to the Fund. Also exempted by the Act are employers operating within a Free Trade Zone in the country. In conclusion, while the amendments introduced by the Omnibus Act are well-intentioned, implementation challenges may arise due to the ambiguity of some clauses. There is therefore an urgent need for the Federal Mortgage Bank of Nigeria (operators of the NHF) and the Industrial Training Fund to clarify the following: NHF ITF The exclusion of organisations employing less than 25 persons from annual ITF levies will reduce cost of employment for such companies and clearly validates the objective of the Omnibus Act, which is to lessen the burden/ impediments associated with running businesses in the country. While the NHF is laudable and a relatively affordable route to home ownership, bureaucratic bottlenecks have limited access to the Funds. Private sector employees such as those employed by the MSMEs operating in the country can now exercise the choice to remain in the scheme or withdraw after weighing their options.

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6 Post-Subsidy Strategies for Reducing Costs

Nigeria has enjoyed fuel subsidies for a long time, as early as the 1970s. However, its removal was announced on 29th May, 2023, and implemented afterwards. Subsidy removal on Premium Motor Spirit (PMS) is often associated with increased inflationary pressure. This means that every economic agent, from households to businesses will be impacted by its removal. As a small business owner, you’ll typically have to deal with higher costs of procurement, energy, logistics and raw materials. Since higher cost of doing business is a threat to profitability, and could increase business mortality rate if not well-managed, here are six (6) post-subsidy strategies for reducing costs: 1. Inventory optimisation: Produce and/or procure just the right amount of inventory required to meet demand for quick turnover and also to avoid wastage, especially for perishable items. 2. Stockpiling and batch deliveries: Encourage customers to consider stockpiling when purchasing non-perishable items to reduce delivery costs. For example, a customer might be unwilling to pay N2,000 delivery fees on an item that costs N1,500. But, if they purchase another item in two weeks, you can send both items together at the same delivery price. Also, introduce batch deliveries per location or days so that customers can share the cost of deliveries, thus cheaper deliveries. Customers who want instant deliveries will have to pay the premium price. 3. Customer retention: This is critical during inflationary periods because acquiring new customers becomes harder. Maintain cordial relationships with existing customers by offering exceptional customer service and implementing periodic loyalty programmes to encourage retention. 4. Market research: conduct market research to determine the right pricing that’ll keep your business profitable while balancing customer affordability. 5. Exploring shared resources with other businesses: Identify sector-specific entrepreneurs within your network and collaborate to purchase raw materials in bulk to reduce operational and logistics costs. 6. Exploring intervention programmes: Occasionally, intervention programmes dedicated to supporting or providing relief to small businesses are launched by the government, non-governmental organisations or the private sector. These programmes might be in form of grants, loans, or access to market opportunities. Get first-hand information about these programmes by joining entrepreneurship networks, industry-specific sector groups, accessing entrepreneurship resources on platforms like MSME Hub and keeping up-to-date with business news.

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How to Build an Online Business from Home

The internet has revolutionized the way we do business. With the rise of e-commerce, it is now easier than ever to start an online business from home. However, building a successful online business requires more than just setting up a website and waiting for customers to come. In this article, we will discuss the steps you need to take to build a profitable online business from home. Step 1: Identify your Niche The first step to building an online business from home is identifying your niche. This means finding a specific area of interest or expertise that you can focus on. It could be anything from selling handmade crafts to providing digital marketing services. To identify your niche, start by considering your passions and skills. What are you good at? What do you enjoy doing? Once you have identified your niche, research the market to see if there is demand for what you are offering. Step 2: Build your Website Once you have identified your niche, it’s time to build your website. Your website is the foundation of your online business and will be where customers come to learn about your products or services. When building your website, make sure it is user-friendly and visually appealing. Use high-quality images and clear descriptions of what you are offering. Make sure all links work properly and that there are no broken pages or errors. Step 3: Develop your Brand Your brand is how customers perceive your business. It includes everything from your logo and color scheme to the tone of voice used in marketing materials. To develop a strong brand, think about what sets you apart from competitors in your industry. What makes you unique? Use this information to create a brand that resonates with customers. Step 4: Create Content Content marketing is an essential part of any successful online business strategy. This involves creating valuable content that attracts potential customers and builds trust with existing ones. Create blog posts, videos, infographics or any other type of content that will be useful to your target audience. Share this content on social media and other relevant platforms to reach a wider audience. Step 5: Drive Traffic Once you have created valuable content, it’s time to drive traffic to your website. There are many ways to do this, including search engine optimization (SEO), social media marketing, and paid advertising. SEO involves optimizing your website for search engines so that it appears higher in search results. Social media marketing involves promoting your business on social media platforms like Facebook, Twitter and Instagram. Paid advertising involves paying for ads on platforms like Google AdWords or Facebook Ads. Step 6: Build Relationships Building relationships with customers is key to building a successful online business. This means engaging with them on social media, responding promptly to emails and providing excellent customer service. Offer incentives like discounts or freebies for repeat customers and encourage them to leave reviews or testimonials on your website or social media pages. In conclusion, building an online business from home requires hard work, dedication and patience. By following these steps, you can create a profitable online business that allows you to work from the comfort of your own home while doing something you love.

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Integrating AI Technology into Business Operations

Definition of Artificial Intelligence AI technology is a broad term that refers to any type of computer software that engages in humanlike activities – including learning, planning and problem-solving. Broadly speaking, AI can support three important business needs: automating business processes, gaining insight through data analysis, and engaging with customers and employees. How Startups are Evolving with AI Technology Startups that use AI applications for a variety of businesses and industries have seen significant growth as a result of the rise of this technology. Artificial intelligence is being used increasingly heavily by modern businesses. They are setting the standard by providing a variety of services, such as sophisticated chatbots and automated customer support. Artificial intelligence (AI) is a sophisticated technology that employs algorithms to complete tasks that were previously handled by humans. Artificial Intelligence Benefits Startups must have a solid grasp of AI technology and how it may help them grow their business before adopting it into their operations. Also, they would have to make investments in AI-focused personnel or look for alliances with AI technology suppliers. Therefore, startups can integrate AI in the following ways: As a result of integrating Artificial Intelligence (AI) in business operations, the company can make relevant decisions more swiftly, enabling it to take advantage of opportunities for competitive advantage that may otherwise be forfeited. All of this can result in a sizable reduction in operational costs for businesses utilizing AI technologies.

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The Rising Costs, Reduced Revenue and the Way Forward for SMEs 

Rising costs and reduced revenue can be significant challenges for Small and Medium-sized Enterprises (SMEs). These challenges can arise due to various reasons such as economic downturns, increased competition, changes in consumer preferences, rising input costs, and other external factors.  SMEs often have limited resources and financial flexibility compared to larger businesses, making it harder for them to absorb these types of challenges. As a result, they may need to take proactive steps to manage their costs and increase their revenue.  Here are some strategies that SMEs can consider to address rising costs and reduce revenue:  Overall, SMEs need to be proactive in managing their costs and revenue to stay competitive and sustainable in the long run. 

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How to Choose your CFO Wisely

I start by highlighting that while Accounting and Finance share a thin line, it has been argued that Finance is an element or a subset of Accounting. However, their ends are the same – provision of information and insights to enhance decision-making. C-suite execs are appointed/selected based on academic and professional qualifications, exposure, and experience as well as other underlying considerations. This article underscores one of such considerations. The c-suite position of the Chief Financial Officer (CFO) is a high-level cadre with responsibility over the finances of an entity. Other c-suite positions include Chief Executive Officer (CEO), Chief Information Officer (CIO), Chief Technical Officer (CTO), Chief Security Officer (CSO), Chief Operations Officer (COO) amongst others. A CFO may be highly professionally qualified but be overqualified for an entity, while another entity might consider a CFO professionally underqualified. The article delves into intricate character-specialty of CFOs and how to make an informed choice. The CFO albeit has oversight over the accounting functions of an entity is not the Chief Accounting Officer – this is ascribed to the CEO who has overall oversight on the operations of an entity. The responsibilities of CFOs vary largely depending on size, ownership structure, and organisational culture amongst others. In appointing a CFO, by statutory regulation, there are certain requirements for specific organisations especially public interest entities (PIEs) and significant public interest entities (SPIEs). However, generally, a CFO should hold both academic and professional qualifications. I must note that currently in Nigeria, professional qualifications by ACCA, CFA, ICAN – in alphabetical order – are highly sought after. Beyond the professional qualification, is a significantly taken-for-granted phenomenon – “specialty competence”. Broadly, there are five (5) specialties in the Accounting and Finance profession – audit and assurance, performance management, taxation, financial reporting, and financial management. These specialities find relevance in both public and private sectors as well in both local and international markets. A (potential) CFO cannot be “jack of all trade”. Each (potential) CFO by interest, exposure, experience, and training aligns with a specialty and this is the question I address. Who does a business need as their CFO? An auditor? A tax expert? A financial management expert? A reporter? A performance manager? All five specialties are most assuredly represented in all organisations, while some are outsourced. Who should lead the team since we can only have one at the helms at a time. My take is this and quite subjectively – each business should review their peculiar needs and make their choice. This does not resound like a solution, but please follow on. Contingency theory helps us to understand that there is no best approach to a situation especially in different contexts, hence my escapist approach to the question of who should lead. Quickly, I will highlight few significant strengths and weaknesses of each specialty and I hope this should help businesses understand the behaviours of their CFOs too. 1. An auditor is prepped as a compliance officer and is wired for due diligence. As a CFO, they will “over scrutinise” communications that pass through their office. It is likely that the CEO and other management staff will have “issues” with them, and the major complaint will be – “don’t you trust me?”. Funnily, when an auditor hears this, it is a red flag to dig deeper. They tend to be quieter, “very” observant, a good listener and slow to act. They are critics, hence quickly identify errors. Businesses that want to develop their organisational structure will find them helpful in navigating thorny strategic issues. Additionally, given their grasp of regulations, they can ensure compliance, which is significant for businesses to thrive. 2. A tax expert is focused on maximising value for their organisation with respect to taxes. They have very good manoeuvring skills, and they use their skill to help in detecting loopholes in tax legislations and taking advantage of such loopholes. They are skilled planners, very calculative and quickly form relationships. Tax experts have the capacity to be manipulative and argumentative as well. A tax-inclined CFO will help businesses with planning, budgeting, forecasting and value. They understand the importance of value and help significantly in that regard. 3. Performance managers are tactical and strategic; always working towards value maximisation, optimisation, and realisation. They are more interested in results than process. Due to their high computational skills, ability for sensitivity analysis and tact, they are more vulnerable to quantitative results. Hence such a person as a CFO may not ordinarily consider qualitative factors that influence performance. They stick heavily to the numbers and always say that “numbers don’t lie”. A performance-based CFO is more suitable for established businesses. In a new business, they can drive performance but there is evidence that their driving force may be aggressive and inconsiderate. 4. Reporters are very versed, because of the awareness of all transactions and events in an organisation. They are not ordinarily involved in the approval process, but they are the dumping ground for all financial transactions and events. They also understand the implications of a transaction on the outlook of an organisation. It is believed that when an entity winds up, it is likely that a reporter would have resigned earlier. They know about the organisation and understand its financial position. Financial reporters are diligent and have eyes for error detection. They talk less and are confidential. The presentational skills of reporters are top-notch, and they also can be manipulative by presenting outcomes of similar transactions and events differently to different users. Reporters can help businesses to understand the implications of a transaction or event even before they occur. This helps planning and decision making.   5. Finally, but not the least are financial managers in charge of treasury. Their goal is how to raise funds and maximise value. As a CFO, they are more likely to be preoccupied with portfolio (investment) drives. Ordinarily, they are stingy and want justification for each spend. They are highly motivated and are not emotional spenders. A downside about

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