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Geospatial data key to growth in Africa

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Africa is a place of extreme contrasts, with a booming middle class and small, rapidly growing clusters of wealth existing alongside swathes of widespread poverty. For a business owner hoping to tap into these growing markets, the value of population and geospatial data at a granular level cannot be overstated.

As competition for lucrative business opportunities becomes even fiercer in regions like Europe and North America, Africa is attracting more attention from the international business community than ever before. And this isn’t just in the powerhouses of South Africa and Nigeria – both of which have recently shown lacklustre economic growth of around 0.8% – while smaller economies like Ghana, Rwanda and Ethiopia show growth at double the rate of many of their sub-Saharan counterparts.

Africa is a place of extreme contrasts, with a booming middle class and small, rapidly growing clusters of wealth existing alongside swathes of widespread poverty. For a business owner hoping to tap into these growing markets, the value of population and geospatial data at a granular level cannot be overstated.

How, for example, is a restaurant or coffee chain that is already experiencing promising growth in East Africa to accurately understand neighbouring markets, into which they hope to aggressively expand in the coming months and years?

Buying survey data from traditional providers, and assembled at the city-wide or regional scale, can only get a business so far. After all, knowing how many potential consumers are present in a city with millions of people does little to help you capture the right clientele, when much of a business’s turnover is dependent on local foot traffic and patronage of customers mostly based in the immediate area.

Location, Location, Location

What is the average household income in the area you’re eyeing-out for your next franchise location? How many children does the average family have? How do they consume media? How many people live and work in the area? Which competitors will you be going up against, and how popular are they? Knowing the answers to these questions can mean the difference between success and failure in any market, especially those as rapidly evolving as the ones in many African urban centres.

By combining existing household data with a far more granular layer of individual information, it becomes possible to construct a more useful target-customer profile than has ever been possible before. At Fraym, for example, we help our clients to identify potential customers at the hyper-local level through division of the geographical landscape into far smaller sections, often grids that divide communities into detailed areas of as little as a single square kilometre.

A competitive landscape analysis that takes as many high-quality data points into account as possible is essential to reducing chances of failure in growing markets. Fortunately, the digital data disruption is adding unique advantages to the practice. When customers are clearly understood, a business can make the most informed decision possible when searching for a location that will expand their operations successfully. Satellite imagery and complex machine-learning algorithms are an invaluable way to process such large amounts of data, looking for the common thread between household survey data sets and the geo-coordinates of the respondents, to identify new opportunities that would previously have gone unnoticed.

Getting Big Impact from Small Areas

Very often, businesses will consider locations based on anecdotal evidence or expensive survey data – inefficient, often dated, and usually not aligned to the data points that a business would find relevant to their own product or service offering. These anecdotes and surveys also often focus on national, aggregate results, missing important insights into consumer characteristics beyond traditional boundaries. But our experience has proven time and time again that success rests on understanding small clusters of consumers at the neighbourhood level, with pockets of untapped consumers often popping up at the intersections of traditional geographic divisions.

The Bottom Line: Quality Over Quantity

Ask any multi-national company for a quick opinion about the African business landscape, and you’ll likely hear that it’s intimidatingly low on consumer data, but also rich with potential that almost no other region can match. Granular consumer data that is informed at the individual and community level, rather than the aggregate level, is essential for businesses hoping to get a foothold in these fast-growing pockets of potential. It’s no longer enough to ask where customers live. We must ask how they live as well, and answering this question will depend on new data sources and creative ways of looking at them, if companies are looking to grow across Africa in the coming years.

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AppDate: DStv jumps on music bandwagon

In this week’s AppDate, SEAN BACHER highlights DStv’s JOOX, Cisco’s Security Connector, Diski Skills, Namola and Exhibid.

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DStv JOOX

DStv is now offering JOOX, a music streaming service owned by China’s Tencent, to DStv Premium, Compact Plus and Compact customers.

In addition to streaming local and international artists, JOOX allows one to switch to karaoke mode and learn the lyrics as well as create and share playlists. Users can add up to four friends or family to the service free of charge.

DStv Family, Access and EasyView customers can also log in to the free JOOX service directly through JOOX App, but will be unable to add additional friends and won’t be able to listen to add-free music.

Platform: Access the JOOX service directly from the services menu on DStv or download the JOOX app for an iOS or Android phone.

Expect to pay: A free download.

Stockists: Visit the store linked to your device.

 

Cisco Security Connector

With all the malware, viruses and trojans doing the rounds, it is difficult for users and enterprises to ensure that they don’t become targets. Cisco, in collaboration with Apple, has brought out its Cisco Security Connector to protect users. The app is designed to give enterprises and users overall visibility and control over their network activity on iOS devices. It does this by ensuring compliance of mobile users and their enterprise-owned iOS devices during incident investigations, by identifying what happened, who it affected, and the risk of the exposure. It also protects iPhone and iPad users from accessing malicious sites on the Internet, whether on the corporate network, public Wi-Fi, or cellular networks. In turn, it prevents any viruses from entering a company’s network.

Platform: iPhones and iPads running iOS 11.3 or later

Expect to pay: A free download

Stockists: Visit the Apple App Store for downloading instructions.

 

Diski Skills

The Goethe-Institut, in co-operation with augmented reality specialists Something Else Design Agency, has created a new card game which celebrates South African freestyle football culture, and brings it alive through augmented reality. Diski Skills is quick card game, set in a South African street football scenario, showing popular tricks such as the Shibobo, Tsamaya or Scara Turn. Each trick is rated in categories of attack, defence and swag – one wins the game by challenging an opponent strategically with the trick at hand. Through augmented reality, the cards come alive. Move a smartphone over a card and watch as the trick appears on the screen in a slow motion video. An educational value is added as players can study the tricks and learn more about the idea behind it.

 

The game will be launched on 27 October 2018 at the Goethe-Institut.

For more information visit: www.goethe.de

 

Namola

With  recent news of kidnappings on the rise, a lot more thought is going into keeping children safe. Would your child know what to do in an emergency? Have you actually asked them?

Namola, supported by Dialdirect Insurance, is a free mobile safety app. Namola’s simple interface makes it an ideal way for children to learn how to get help in an emergency. All they need to do is activate the app and push a button to get help that they need, even when their parents are not around.

Parents need to install the app on their child’s phone, hold down the request assistance button, program emergency numbers that will automatically be dialled when the emergency button is pushed, and teach their children how and when to use the app.

Platform: Android and iOS

Expect to pay: A free download.

Stockists: Visit the store linked to your device.

 

Exhibid

Exhibid could be thought of as Tinder, but for for art lovers. The interface looks very similar to the popular mobile dating app, in that users swipe left for a painting that doesn’t appeal to them, or swipe right for something they like. Once an art piece is liked by swiping right, one can start bidding or make an offer on it. The bid is automatically sent to the artist. Should he or she accept the offer, the buyer makes a payment through the app’s secure payment gateway and the two are put in contact to make arrangements for delivery.

Platform: Android and iOS

Expect to pay: A free download.

Stockists: Visit the store linked to your device.

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New kind of business school

At a recent meeting, ALLON RAIZ, founder and CEO of Raizcorp, realised that in order for today’s youth to become entrepreneurs, teachers, the curriculum and the parents need continually expose them to entrepreneurial thinking from a young age.

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Several years ago, I found myself in a meeting with my business partner and two of my staff members. In front of us was a client who was sharing some of the frustrations in his business. At the end of the meeting, my partner and I were extremely excited about the prospect of two massive opportunities we had both independently identified while listening to the client. My two staff members, on the other hand, completely missed them. This led me to wonder what it was in my own and my partner’s backgrounds that allowed us to so easily spot opportunities while my two staff members remained oblivious … I realised that the difference was that my partner and I both had an early exposure to entrepreneurship while they didn’t.

Not long afterwards, I was delivering a lecture about how Raizcorp grows and develops small businesses at Oxford University’s Said Business School in my role as their Entrepreneur-in-Residence. I mentioned the above incident and spoke about my intention of going into children’s education with a view to providing an entrepreneurial perspective.

One of the professors in attendance asked me if I’d ever heard of a piece of research by Henrich R Greve called Who wants to be an entrepreneur? The deviant roots of entrepreneurship. It’s a pretty unfortunate title but a fascinating piece of research nonetheless. It highlights how certain contexts in childhood result in a much a higher probability of becoming an entrepreneur. For example, kids who participate in solo sports such as tennis or athletics are more likely to become entrepreneurs than children who play team sports like soccer and cricket. Conversely, your mother’s participation in the parent-teacher association has a negative correlation to you becoming an entrepreneur. I spent the rest of the afternoon in the professor’s office discussing other research papers that unequivocally proved that context during your childhood has a massive influence on whether or not you will follow the entrepreneurial route.

Another member of the lecture audience was a double-PhD from the USA who was completing her MBA at Oxford. After the lecture, she approached me and volunteered to help build a framework to incorporate entrepreneurship in the school curriculum without interfering with the formal requirements of the CAPS curriculum.

She spent nine months in South Africa working with me to build out a practical framework. The next phase of the plan was to find the right school at which to embark upon this journey. In December 2015, Raizcorp purchased Radley Private School and we began our entrepreneurial education adventure in earnest in 2016.

At the centre of the Radley philosophy is that the school (the physical building), the teachers, the curriculum and the parents are the “marinade” in which the kids need to soak in order to be continuously exposed to entrepreneurial thinking from a young age. The aim was that if, in future, the kids found themselves sitting in a boardroom with me and my partner, they too would be able to identify the opportunities that we did.

A big shift this year has been the launch of our Entrepreneurial Educator Guide (EEG) programme where we have been training our Radley teachers (whom we call guides) to understand entrepreneurship, business language, business concepts, financial documents and the like. (The EEG training makes use of Raizcorp’s internationally accredited entrepreneurial learning and guiding methodologies.) We have also employed a full-time staff member to ensure that these concepts are imbedded into all lesson plans and classroom activities.

Through my network at Raizcorp, I have been pleasantly surprised by the massive support we’re receiving from prominent entrepreneurs and businesses who want to participate in our Radley Exposure programme, where we take our kids of all ages on visits to different types of businesses so they can understand the difference between retail, wholesale, manufacturing, logistics and so on. Prominent businesspeople have put up their hands to come to the school and tell their stories of hard work, resilience and perseverance. This ties in beautifully with the 17 entrepreneurial concepts that we are instilling into our Radley learners (such as opposite eyes, lateral thinking and opposable mind), while never compromising on our quality academic offering.

As parents, we’ve all heard the terrible statistics about the probability of our kids finding jobs in the future. At Radley, we’re working hard to ensure that our kids have a legitimate and lucrative alternative to finding traditional employment and that is to become an entrepreneur. Radley is all about producing job creators and not job seekers!

To enrol your child or find out more about the school, please visit www.radley.co.za.

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