Omar Yaqub in Nigeria
Working with Vestergaard Frandsen in Nigeria
1. Please describe what Vestergaard Frandsen Central Africa (VFCA) does and how it is set up?
VFCA, is a brand new branch of VF. VF produces disease control textiles. Its flagship product is PermaNet, a mosquito net that provides long lasting protection for up to 4 years, it is championed by Jeffery Sachs, and the like. It is also widely known for the LifeStraw, which was one of Time Magazines innovations of the year in 2005.
VF CA is primarily focused on Nigeria, Africa’s most populous country. Nigeria was formerly serviced by the company’s Ghana branch. However, the size, potential, and complexity of the Nigerian market necessitated opening a new branch just to service this market.
When I started in April, VF was running out of a single small office with one desk, one manager, and one executive assistant. Since then a new office has been built, and five new staff members have either been hired or formally started contracts.
Our office is responsible for selling VF products in Nigeria. This involves navigating Nigeria’s considerable legal, bureaucratic, logistic, political, and cultural barriers, working with NGOs and public health agencies, creating a retail channel (a first for the company) from scratch, marketing products, and more.
2. What is VF Central Africa in Nigeria doing well?
VF CA is in its infancy. Since April it has managed to attract several high caliber employees, and secure several large tenders. VF is a strong company, with a product that is undersupplied and in desperate need. It is managing to grow rapidly in a tough environment – and doing it well.
3. Where could VF Central Africa in Nigeria improve?
VF and VF CA are growing at an extraordinary pace. They are taking on a great deal of tasks at one time; expanding everywhere, marketing, and developing new products. What I think is necessary is a bit of reflection. Right now I think some decisions are being made too quickly. I believe some focus and concentration on finer details like branding could make a significant difference several years down the line when the market has matured. However, I understand why such details get eclipsed. There are so many things for VF to do.
4. What are some aspects of the local cultural and business that should be understood when foreigners consider doing business in Nigeria?
Nigeria is very difficult environment in all most all senses that can be imagined. Foreigners – as well as locals - have to contend with an incredibly difficult political bureaucracy that makes importing goods into the country very frustrating and occasionally impossible. It took us over a year to bring our nets out of the port. Working in Nigeria requires local expertise for navigating, networking, and understanding. The importance of local knowledge can not be overstated.
5. What were the direct and indirect results/deliverables as a result of your placement? Please be as specific as possible.
1. Innovative adult education and brand building…
I used product placement in Nollywood (the world’s third biggest film industry) to generate publicity, help normalize use, promote brand, and create positive associations with a stigmatized but highly beneficial product, mosquito nets. This was the first adult education campaign to use Nollywood.
Required: Convincing management and coworkers through research, and presentations. Building a network in a foreign environment. Educating partners. Training a successor. Drafting media guidelines and brand management.
2. Designing a better product…
I recognized that one of the key barriers preventing people from embracing nets wasn’t finances or education, but convenience and aesthetics so I started an open design competition to address the common problem of low net usage among mid and high level SEC groups.
Required: Building productive partnerships with designers both globally and locally. Creating an online presence to promote the effort. Product dissection and consumer research.
3. Market research, advertising, and performing ordinary tasks with enthusiasm and panache…
I led two market research projects for new products; combing questionnaires and contemplating focus groups, to formulate product strategies. I found an advertising agency to promote our products and led packaging redesign, creation of POS promotions, and radio/TV/print campaign. I also created the technology plan for our office and provided technical support for my co-workers. Most importantly, I ensured the continuity of my projects by working with (not against) colleagues, documenting my actions, and training a successor.
Required: Coordinating people and resources across four continents and six time zones. Co-operating with NGOs and government to gain access to prior research and new opportunities. Digesting large amounts of information, conducting field research. Creating promotional materials. As well as keeping current with technology, and local global events.
4. Capacity: Building a world class office in Lagos
When I started with VF there were two employees sharing one desk in a 10’x8’ room. By my departure we had 7 employees, a brand new spacious office with a conference room and storage space, decent wireless/wired internet, and formalized registration as a Nigerian company. I was responsible for building and implementing our technology plan, assisting with registration, as well as numerous other miscellaneous tasks that result from such rapid growth.
Other achievements: Introduced multitudes of Nigerian children to skipping rope and rock, paper, scissors.
6. Are there opportunities in this field (i.e. health) for local and international entrepreneur?
Opportunities abound in the fight against malaria. Even if we restrict ourselves merely to the market for long lasting nets we see that there is a tremendous shortfall between the number of nets being produced and the number of nets needed. Within Nigeria, there are lucrative opportunities for producers, and incentives from government in the form of tariff protection. This is a global problem that will require further innovation to help bring down costs, change peoples perceptions, and more.
Mr. Omar Yaqub’s Experience
1. Originally, why did you want to participate in this program?
I wanted challenging meaningful work. MWB seemed like an incredible idea. VF was a company at the cutting edge of innovation for the bottom of the pyramid. MWB and VF embody ideas that in my opinion seem to offer a different highly effective way of achieving meaningful change and places where my talents could be used effectively.
2. What were your main challenges, both personally and professionally?
Personally, I found Lagos to be an incredibly challenging city. I’d worked in rural Tanzania, lived in Karachi, and visited many other places, but none have been as challenging (or rewarding) as Lagos. Mobility is the root of many of the problems, security and horrible traffic make getting around, and getting to know people very difficult.
Professionally, I’ve never been as fulfilled. I really love working somewhere I can pitch an idea and take it to fruition, where the resources I need are provided, and where management is supportive. That said worked in a multi-national with many cultures, and dispersed production made scheduling and planning highly problematic.
3. Was the monthly stipend of $1,000US/month sufficient and how, if you, would change the way and what MBAs Without Borders financially covers?
The stipend was quite adequate. It did however require careful budgeting and some assistance from VF CA (who agreed to cover transportation). Lagos is one of the most expensive places in Africa. Many goods (fruit and vegetables) are priced similarly to Canada. Nevertheless, the stipend allowed for a very comfortable life, and even some savings.
4. What did you feel you were able to offer to VF Central Africa in Nigeria? How was this different from what you thought you would be offering before you arrived?
I felt I was able to offer VF innovative ideas for advertising and deign, top class technical planning and implementation, as well as insightful ideas on research and more. My initial job description involved only market research; this was something that because of production delays only became serious during the last part of my placement. Due to these delays I took on additional tasks such as adding capacity to the office, marketing, advertising, retail strategizing, and more. I am very glad that I was able to expand my mandate, and contribute in a variety of ways to the organization.
5. What would have made this experience even better for you?
I felt overwhelmed when I first arrived in Lagos, and struggled to find way around basic things. Having the host prepare a simple in-country orientation would have made things much easier.
These are the questions/tasks I’d ask hosts companies to prepare before the Man’s arrival in-country:
Arrival
Ensure the volunteer is picked up from the airport.
-Volunteer shouldn’t have to call for a ride
A simple budget
Provide a sample budget based on living allowance.
How much does food cost?
-How much do ‘Western’ goods like cereal, milk, coffee, etc cost?
-How much does lunch/dinner cost?
-How much do seasonal fruit/vegetables cost?
Where can one convert money?
-make sure the volunteer has funds available to them on arrival.
Where can one get access to international ABM?
-Please check to see if this is in fact an ‘international’ ABM.
- Where should one buy basic food and groceries?
Mobility
How should you go from place to place?
-How will the volunteer get between home and work? Home and Leisure?
If transportation is risky introduce the person to a trusted taxi, or other source.
-How much does it costs, who pays for it (employer, our out of pocket)? Give some reference prices, etc.
Where can the person go for food, entertainment, internet, books, etc?
-A quick tour of the city, and the volunteer’s neighbourhood, and the work neighbourhood?
–ie. local restaurants, grocery shops, hang outs.
Environment
-Describe the living arrangements.
-How reliable is water, electricity, internet? (Give percentage up-times).
Safety
Where are the safe places to go/ safe times, etc?
Work
Describe the work day.
What are some tasks the volunteer will do in their first week? First Month? What are their deliverables?
6. What advice would you like to offer future MBAs who work abroad for MBAs Without Borders?
Listen; often the best ideas aren’t imported from business school, they’re local and in front of your face. Getting to know your local environment – the people, and their culture – is integral to maximizing your performance. Second, be patient. I can’t stress patience enough, you’ve probably heard it many times, still its worth repeating. Third, this is related to the first, actively explore, look for opportunities yourself, they may not be presented to you.