FIVE STEPS IN RUNNING AN EFFECTIVE SOFTWARE BUSINESS IN AFRICA.
Running a software business in Africa is completely
different from every other part of the world, infact software in Africa is
still at its infancy. I have been
working in the African software market for over nine (9) years and I must admit
that my biggest huddle has always been to convince potential customers to
purchase an intangible product.
Here are five steps to consider in running
an effective software company in Africa.
1.
Invest in teaching.
One has to understand that there is a high likely hood
that your potential client may either not have used software or barely used
software before. As a software entrepreneur, you are to spend lots of time teaching and training your
potential client on why adopting your software, will be beneficial to their
business operations.
Change they say is very difficult. In Africa, change is
almost impossible because your potential client is probably very entrenched
with his or her own ineffective way of doing business. I found out that about
80% of my time with the potential client was spent teaching and training on the
benefit of my software to them and how it will help to improve their business
operations.
2. BRANDING.
As a software entrepreneur, it is important to
understand that a typical African business operation will either prefer to go
with a foreign software that does not meet their business needs to a locally
made software that exceeds their business expectations.
Therefore, to
successfully operate your software company in Africa, it may be necessary to
have to liaise with foreign partners to build credibility. Overtime as your software
product penetrates the market, it will be well known and referral will start
taken place.
3. RELATIONSHIP.
Getting to know and understand your client is vital,
the key is to focus on quality over quantity.
Software business relationship requires lots of time
and patience, helping a customer to grow into your product.
Current and
prospective clients usually have the most relevant opinion and useful feedback
to offer, so it is important as a software entrepreneur to communicate, listen,
and build relationship with the future source of your income.
4. UNIQUENESS.
The African market place is filled with copycats, you
need to evaluate and identify your areas of strength, furthermore, it is
important you create software that will be very unique, complete, while yet
very simple. The ability to create a product that will stand out from the crowd
is very important.
African clients like to show off so if they have your
software and it is solving their problem, they will show off your software
which is free marketing.
5. PRICE.
To achieve market penetration in the African market,
the price structure of the product is extremely important. Africans are
especially price sensitive and it is important to keep initial price point as
low as possible so that once the client is on board, and is actually using the
product then other features can be introduced to them.
In conclusion, I must admit that running a software
company in African is especially challenging but extremely rewarding. As long
as one is in it for the long haul and one is creating the necessary software to
meet the increasing demands, there is no doubt, one will remain relevant in the
market place.
TOPE OLUTOLA is the Managing Director and CEO of
ETN.CONNECT. a full fledged Software and Internet Services Company with
particular focus in the African market.
ETN.CONNECT currently has packaged software which
include,
.CONNECT ADMINISTRATOR,
.CONNECT EDUCATOR,
.CONNECT SHOPPER,
.CONNECT MEDICAL,
.CONNECT HOTTELIER.
Can be reached at OLUTOLA@ETN.CONNECT.COM. Twitter is @etnconnect.
