When Abasiama Idaresit started a digital marketing firm in Nigeria’s bustling economic capital three years ago, he quickly learned how brutal life can be in a market where tech startups are in their infancy. No-one would lend him money to hire staff or pay for office space, so Idaresit spent eight months hustling the streets of Lagos, trying to convince clients his plan to help them develop online campaigns was a winner. “During those first eight months, I didn’t make a dime … I was demoralized. At some point I wondered if it was worth it,” Idaresit told Reuters by telephone from his Lagos office.
It took a money-back guarantee before a baby products retailer gave Idaresit a break with a $250 contract to develop the shop’s online presence. Within two months, the retailer’s revenue began growing by $1,000 per month. Then it hit $100,000. Idaresit’s firm, Wild Fusions, is now a Google Adwords partner valued at $20 million, with revenues doubling year-on-year. It helps brands like Samsung, Unilever, and Ecobank develop online marketing strategies for African audiences.
Wild Fusion’s struggles are typical for startups in Africa, as the world’s poorest continent wakes up slowly to the opportunities of technology.
Find out more at Wild Fusion website.