One Step at a Time: Sizing Consumer Markets & Enabling Consumption in Nigeria

The Trajectory Africa

Welcome to Track 4 of The Trajectory Africa, a podcast series exploring the trajectory, or pathway, of venture capital and startup formation in Africa. This episode’s guest artist is Abieyuwa Obaseki, a consultant at Stears Data, a division of Stears Business. Stears’ mission is to make it easy for anyone anywhere in the world to access high quality information and data on Africa. Abieyuwa currently focuses on delivering insights to, for, and about Nigeria’s technology and innovation ecosystems. Prior to Stears, she was a strategy consultant, advising clients in the UK across multiple sectors such as banking, telecoms, and consumer goods.

In this episode, we discuss:

• How Stears Nigeria came to be, and why it aspires to be the “Bloomberg of Africa”
• The “proper” size of consumer and b2b markets in Nigeria
• Key indicators of consumption readiness for Nigerian consumers
• What enables consumption in Nigeria
• How fintech enables business, consumption, and financial inclusion

Abieyuwa’s Recommended Track & Featured Resources:

• One Step at a Time. Jordan Sparks
  https://www.youtube.com/watch?v=PIE5QtkxzvM

• Stears Business
  https://www.stearsng.com/

• Chasing Outliers: Why Context Matters for Early Stage Investing in Africa.
  https://kinyungu.com/chasing-outliers/

DJ Saphir’s Spotify Playlist:

• https://spoti.fi/2RS6hTc