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Selling Tech in Nigeria: From MVP to Multi-million Naira · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

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  Today on the podcast, I want us to look at how to roll out your
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  business, ideas about how to roll up your roll out your
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  business, especially for those of you who happen to be in the
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  tech space. And that is because I was having
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  a conversation with someone recently who is in the Edu tech
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  space. I think it's called Edu tech.
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  Basically, you know, you have software apps, you know, things
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  like that, that I aimed at the education elsewhere, you know,
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  to try and teach people better I think anyway, so someone in the
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  Editech space and this individual thinks he has a first
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  mover advantage. Now, first mover advantage just
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  means that there's a problem that needs to be solved.
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  And so far people who should be your competition, none of them
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  have entered the space, none of them have made anything.
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  So he has made something and he thinks he has the first mover
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  advantage, sort of like back in the social media days, you know,
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  before there was Google, there was Alt Vista.
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  Alt Vista was a search engine. Alt Vista, what again there was
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  Ask Jeeves. I think even Yahoo had its own
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  search engine. So Google did not have first
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  mover advantage or basically the Google thing is even to show an
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  example how sometimes the first mover advantage is not a
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  sustainable advantage As per the fact that you are first in the
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  market doesn't mean that you're the one who's going to survive
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  and thrive the longest. Oh, by the way, my name is
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  Tavishy Mahidi. I'm the host of the podcast.
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  If you'd love to connect, you can call, send me a text message
• 1:40
  or WhatsApp message on 08064662140.
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  So we've said that the first mover advantage is not a
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  guarantee because you're the first person does not mean
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  you're the one that is going to win.
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  You know, like how we used to say in secondary school back in
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  the day, not because you brought her to the club doesn't mean
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  you're the one that is, you understand?
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  Let me stop there before I get cancelled by any.
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  You get the point. So because you're the one that
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  brought the babe to the club doesn't mean you're the one that
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  will marry her. So anyway, so he has our first
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  move for advantage and the problem that they're trying to
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  solve. I'm not going to go into too
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  many details because let me know, try and you know, expose
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  how I put it. You know, the guy is, is not as
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  if he's building in secret, but let me not come and broadcast
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  over here on the podcast what they haven't broadcasted in
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  public. OK, You know what?
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  He actually has broadcasted it because there's a website,
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  there's an Instagram handle, there's, you know, he has lots
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  of social media as assets. So I think I can talk about it
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  now from what the guy tells me, I've not been able to verify
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  there are going to be some changes in the Nigerian
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  educational space. So you know, people in his EU
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  back and you know, Ministry of Education, all of them, them,
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  they've now said that exams are going to be moving towards CBT,
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  which is a computer based testing, maybe something like
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  that, computer based testing. Oh, and by the way, that's how
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  me and him started the conversation because I told him
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  that, look, guy, if you're selling to regular people, don't
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  call this thing, you know, stop putting CBT because ordinary
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  people like me and mommies and daddies, we don't know what CBT
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  means. But of course he's selling to
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  schools, you know, secondary schools trying to get people
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  ready for GCSE, for West African school leaving certificate for,
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  you know, all those for JAM and all these kinds of exams.
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  So in that case, using CBT in his promotional material is OK.
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  So that's just one lesson that I want you guys to know, those of
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  you in the tech space, because you guys are notorious for using
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  your acronyms. You throw acronyms all over the
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  place. So acronyms are good.
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  In this case, CBT only when you are selling to insiders, people
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  who know what's up. So if you go to the educational
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  space, I say CBT, People in JAM know what CBT is.
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  People in SSC, in West African, in WASC, WASCE, those are the
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  people who conduct your, you know, Level 6 exams.
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  All those people didn't know what CBT means.
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  But then you approach it daddy like me and you say, well, CBT,
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  I'll be like, and if you approach the average mom and say
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  what is CBT, she'll be like because we don't know.
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  So when you're selling, be careful about how you use
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  technical terms. So basically as a first mover
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  advantage in the CBT space, the software, the app is supposed to
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  prepare students so that they can take computer based tests so
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  they can practice and improve their proficiency.
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  Because back in the day during my own set, it was OBJ that as
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  you mark objective ABC and after that you write essays.
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  So writing essay, you know, with pen and Biro is not the same as
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  writing essay as in typing out on the screen because somebody
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  can be competent and have all the knowledge, but the person
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  might be unfamiliar with computing and you know, this is
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  the kind of thing that can cause anxiety for some people.
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  So somebody can be very sharp. But maybe you went to local LGA
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  school, you know, where his blackboard pen and paper, they
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  now show on that day. You now come and see computer.
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  You have to now Bing, Bing, Bing, Bing, Bing, Bing.
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  And that's kind of, you know, bring your performance down.
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  So this app is supposed to solve those sorts of problems.
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  People get familiar, people practice.
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  Since it's digital, you're going to be able to have a wide array
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  of past questions to choose from.
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  So overall, this thing is supposed to help with
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  performance. So this is the field that the
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  fellow is that's this is the field that his startup is is
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  working on. Those are the problems that
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  they're trying to solve. So this guy's question basically
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  was the strategy was he wanted to target schools, roll out some
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  packages and get schools to get schools to purchase.
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  And so I wanted to know how far, like what's next?
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  And that's the reason why I'm making today's podcast episode
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  because there's some of you who are in a similar situation who
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  think that you've gotten the app, you've gotten a working
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  prototype. And so therefore, it is now time
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  for customers. Unfortunately, at least if you
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  take things from a traditional sales and business development
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  perspective, the answer is no, you're not ready for customers
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  yet. Because remember that for sales
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  and business development, the goal is not just to collect
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  somebody's money now. We want to guarantee that if we
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  collect somebody's money now, they'll be happy.
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  Then they will come back to buy from us again and again.
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  And then they refers to other people.
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  So let's just say we want to go and approach British
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  International, British Abby, it's a British Ghanaian school,
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  Abby, British Nigerian school and whatever.
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  Let's say we want to approach British International School and
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  we want them to be our clients for this thing.
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  The goal is not to collect millions from British
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  International School now, bam. The goal is to make sure that we
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  collect millions from them. Now we stand the chance of
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  collecting again next year and the year after that, and after
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  that, and after that and after that, that.
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  That's the scope. Now when we have a working
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  prototype but we have not tested the prototype in real world
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  environments, we are going to create lots of buyers remorse
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  and buyers regret. What that means is this.
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  If we roll out this thing because of course he says it
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  works, but they've done closed house testing.
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  And trust me, closed house testing is not enough because
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  when you open this thing out to the real world, it will surprise
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  you. Like all these Samsung Fold
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  phones that you will see now and that you like.
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  It's beautiful, right? But if you remember not long
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  ago, maybe like five years ago, when these things were still in
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  prototype, they made it and then they gave it to journalists to
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  go and test. And then guess what happened?
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  The journalists when they took this and they tested live in the
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  field. It is then, excuse me, that
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  Samsung realized that oh, these phones are not so perfect.
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  This can happen. This can happen.
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  You have a gas like this castle a few boss like that.
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  And The funny thing is for those of those journalists who had
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  children and The thing is at home, of course, you know kids
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  now kids will for sure if there is any deficiency in your
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  product, any weak point in your product, the children will
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  definitely exploit it. So pushing out the prototype to
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  journalists as it is what we want to do.
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  You know, you will just take this thing, you know, just enjoy
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  like one month, try it out, give us feedback, real world
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  feedback. They're able to know how to
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  improve these phones better. And so now the Samsung Fold
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  phones, the techno Fold phones, you know, other people who have
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  even the triple fold, excuse me, these things work very well
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  because they've been tested on the real world conditions.
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  So it's the same thing for those of you who are in the tech
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  space. So this is how we looked at it.
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  This guy is clearly beyond the ideation stage.
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  Ideation stage, that's the early part in the business where
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  you're thinking, which business am I going to do safe.
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  So this guy's clearly gone beyond ideation.
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  So he has come up with the idea. He has the skill set.
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  They've built the app everything don't set as in arranged
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  everything. So they've gone beyond that then
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  sorry, 1 moment. OK, sorry about that.
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  I had a call coming through, so I'll have to return the call
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  later on. For those of you who are just
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  listening for the first time, I record all my podcasts on my
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  phone, so you know there will be these interruptions every once
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  in a while when I'm making today's recording from home.
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  So yeah, you're going to hear some noise in the background.
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  So this guy has clearly gone. Excuse me?
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  This guy has clearly gone beyond the ideation stage and now this
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  guy has a working prototype or what some people would like to
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  call, well, it has gone beyond minimum viable product.
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  The MVP or the minimum viable product is the smallest working
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  version of your idea that people can look at, that they can see,
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  that they can taste, that they can touch, that they can smell,
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  that they can try out. So that you will now give
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  feedback like, OK, this thing is correct, or this thing is
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  broken, or I need to improve it here or I need to improve it
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  there. So we're clearly gone beyond MVP
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  since the websites has been launched now.
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  So I told together, look, I know you want to sell, but the next
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  thing basically is we need to test this thing in the real
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  world and see what breaks. I repeat, for this kind of
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  product, the next thing to do is test it in the real world and
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  see what breaks. Because if you go and collect
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  millions from British International or any other
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  school, you know, even in your secondary school or whatever,
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  you go and collect millions, they now roll this thing out.
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  It is not opening or some places the team open or some places the
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  thing open and then close, or some places the thing will fall
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  short or some places The thing is hanging or you know, that
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  kind of thing. There's a way that they'll look
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  at you. Especially in Nigeria, people
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  think, you know, young men like to be sharp.
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  They'll be looking at you as if, oh, this guy is trying to be
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  sharp. They won't look at it like
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  honest mistake. So we need to test this thing in
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  the real world and see what breaks.
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  So as the guy, based on what we've discussed now, I'm
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  assuming your target schools are like private schools, not
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  LGASLGAS are local government, LGEA local government, something
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  authority schools, I can't remember when.
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  Those are the kind of schools that I went to, I went to, I
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  went to Ocean Primary School in Abuja.
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  Excuse me, Me and my contemporaries, that's what we
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  went to. I went to was on primary school
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  then my mom said she went to Uday Primary School.
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  That was also the school back in her village.
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  And it's one of the things that makes me weep.
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  It makes me cry for the Nigerian educational system because we
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  have people in this country, people of timber and calibre, OK
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  people, you see them fresh people and the way a product of
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  primary school education, I'm sorry, a product of public
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  school education. But nowadays, as in you live and
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  not go allow you to send your own child to public school.
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  So, you know, I drive past my school and I tell my kids, you
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  know, that's the school, that's the school that I went to, you
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  know, but the place looks like a prison yard now.
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  No, really, the place really does look like a prison yard.
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  It's such a shame. So people meet me and they're
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  like, oh, you went to whistle 1. And I'm like, yeah, I say, I say
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  it probably yes. That is my school wasn't one
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  primary school. I went there, but our teachers
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  were on point. They taught us well, lots of us
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  graduates from their naval officers, cardiologists, brain
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  surgeons, senior advocates of Nigeria like you name anyway, is
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  a petition. The problem of Nigerian
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  education is not, it's not today that will fix it anyway.
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  So I told him, so it's not LGA, it's not local government school
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  you're looking at, right? He said, no, it's not, it's in
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  private schools. I said, OK, no problem.
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  So this is all you need to do. The scope is like this.
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  You will come up with a list of schools that you need to
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  approach. Now, for those of you who've
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  been listening in the past, this sounds kind of like when I talk
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  about prospecting, coming up with the prospecting list, you
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  can see how this is the beginning of any kind of sales
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  motion that you want to do. You have to come up with a list
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  because if you want to run this thing from memory, the problem
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  is this. Excuse me?
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  You think of 10 schools, and they'll be wonderful schools,
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  but the things will be in your head.
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  Then you watch Netflix, you hang out with the boys, or you hang
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  out with your girls, or you go for a night video.
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  You sleep. I wake up and you say it's now
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  time to grind. Who am I supposed to call?
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  You can't remember. So you actually do need to have
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  a pen and paper physical list. Write this thing down.
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  If you don't like pen and paper, pull up your laptop, pull up
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  your phone, write it down in the document.
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  But we need to come up with the list of people that we are going
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  to run after. So in this case, the list of
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  schools. So he said he had a list of
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  five. I said, OK, 5 is OK, but
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  honestly we should get more because the problem is you talk
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  to five people, two people who say send me e-mail, one person
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  will say Gimme flyer, another person will say I'm interested,
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  but I'm traveling, let me come back in two weeks time.
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  So basically you can talk to five people and get zero
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  response. That's what I'm trying to say.
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  So we as easily speaking in my own opinion, I will say, OK, you
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  know, 5 people, let's make this thing 10 just to, you know, in
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  case of in case, let's just make it 10 if you can do 1520 for
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  good. But anyway, 5 is not bad.
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  So we agreed. And the scope is, you know,
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  approach these people and remember what we're trying to do
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  is we're trying to test this thing live.
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  Now. Always look at things from their
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  own point of view. You approach them and you say
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  that this is the problem that we solve for people like you in the
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  educational sector. We have come up with a solution
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  and we are currently in beta. Beta just means The thing is,
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  yeah, but the thing not too perfect in not too smooth.
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  So we offer you this thing in beta for you to test it and run
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  it for free in your schools. We would appreciate feedback on
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  what works, what needs tweaking, what needs improvement, you
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  know, blah blah, blah blah blah. You know, so you have access to
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  it for free for a limited time period or for a limited number
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  of seats, limited number of students.
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  But as a scope, this is the problem you face.
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  I have a solution to that problem and I'll provide it to
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  you in beta stage and you will use it for free for a limited
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  period of time, limited time or limited number of students.
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  In return, this is the feedback that you're going to give me.
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  This will be our opportunity to launch it live.
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  And then in that case, if anything is broken, the person
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  won't be looking at you as if you know you're a Ross guy.
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  They know upfront that that engage in a collaborative
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  process where they're trying to improve upon an existing
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  solution. So that's the scope.
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  In fact, you will even be able to test it quick, quick, quick,
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  quick, quick. Because in the beginning, if
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  you're trying to sell and collect millions from schools,
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  people will be hesitant. When you do this beta stage,
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  it's possible that you can get, you know, 2 schools, each school
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  dropping like 150 students to test this thing that is quick
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  access to 300 students using your software live and in the
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  field. So that if this problem, you
• 17:30
  will know if there's bug, you will fix it.
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  If there's redundancy, you will remove it.
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  Whatever the problem is, you will deal with it before you now
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  start selling the alpha version. And the good news is, all these
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  people that you approach during beta stage, when you get ready
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  to now rule out alpha, the complete product, who are you
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  going to approach? It will be them.
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  Remember Me? I'm the boy from two months ago.
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  That software that we used to prepare your students for CBT,
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  Do you remember? Oh yes, young man, I remember,
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  blah, blah, blah, blah, blah, blah.
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  How are those children? They don't write jump.
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  How did they go? How was everything?
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  Oh, I hope that my software was able to help in that.
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  Anyway, Madam, you know, then I said we're in beta right now.
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  We don't finalize. We're in alpha and since you are
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  the first people set of people to try it out, we want to offer
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  it to you on so, so, so and so terms.
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  Those are the first people that you approach from them.
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  I mean, these are the first sort of people that you're going to
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  get a chance to that might be your first customers.
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  And since already used the product before, especially if
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  your alpha version is on point, they may now, you know, getting
• 18:43
  referrals from them and stuff like that will be a whole lot
• 18:45
  easier. So now you see that that is the
• 18:48
  scope for people in this space. So it's not just that you have
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  the software idea and you've gotten this thing to work in
• 18:55
  your own private testing. This thing has to be tested in
• 18:58
  the real world because we're trying to avoid bias remorse or
• 19:03
  bias regret where people give us money and they're angry at
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  themselves because they give us money, or they're angry with you
• 19:10
  because they gave you money. Bias remorse and bias regret.
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  They do not help in getting repeat purchases and in
• 19:18
  referrals. Getting referrals, let me
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  repeat, if somebody's angry with themselves, then how can I waste
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  money on this thing or somebody's angry with you?
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  How can I give this idiot money? The chances that the person will
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  come back and give you money again is slim.
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  The chances that the person will refer you to someone else, those
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  chances are slim. So we need to make sure that
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  this thing works. We've gone beyond ideation
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  stage. We're currently at MVP stage.
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  We need to make sure that the MVP works now for the schools.
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  He said he knew a couple of people who are proprietors and I
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  said proprietor. That was good, but there was one
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  problem. Now a lot of us when we try to
• 19:58
  sell into existing accounts, we focus on one person and that's a
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  mistake when we're trying to sell complex solutions because
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  exam taking software or students performance improvement software
• 20:11
  or whatever. Is it's complex, it's expensive,
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  lots of parties involved, they have to build relationships and
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  it's not as if the school is going to decide immediately.
• 20:21
  It's not as if you meet them on Monday and then by Friday they
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  will now transfer Deposit doesn't work that way.
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  So what you need to do in this situation is you need to be
• 20:32
  multi threaded. Talk about it all the time on
• 20:34
  the podcast. Multi threading just means you
• 20:36
  need multiple points of contact in this new school so that you
• 20:39
  know the proprietor is good is good or that you know the
• 20:44
  principal is good. But it actually helps when you
• 20:47
  know people who are also involved in the implementation
• 20:50
  of the process. So I advise this guy, you know
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  the proprietress is good. So proprietress you know how he
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  works in Nigeria, proprietors can say go and apply this thing
• 20:58
  and everybody was OK or guy has spoken.
• 21:01
  But still, if you know the head of IT, it will be good because
• 21:05
  the head of IT for the school will be responsible for rolling
• 21:07
  this thing out. If you know the VP of Academics,
• 21:11
  it might be good because I'm assuming the VP of academics
• 21:14
  might have a say in how this thing is rolled out.
• 21:19
  If you know somebody who is a teacher of IT in the school, if
• 21:23
  I think that's the one that will be sweet past because I think
• 21:25
  teacher of IT in schools, the classroom teacher is the one
• 21:28
  that will see the most potential for this thing.
• 21:30
  I say or more, this thing is good.
• 21:32
  This thing is legit, This thing is correct.
• 21:34
  We need this thing. So if you can have somebody like
• 21:38
  the teacher of IT who is now selling on your behalf within
• 21:44
  the school, the person is now like your champion within the
• 21:47
  school. These kinds of things help.
• 21:49
  So this is what we call multi threading.
• 21:53
  More than one partner, different stakeholders.
• 21:56
  So if you know the principal is good, if you know the
• 22:00
  proprietors, you know I know two people is good, if you know head
• 22:06
  of IT is good, if you know VP of academics is good, if you know
• 22:10
  the IT teacher is good, if you know the head of accounting is
• 22:13
  good. In other words, going into this
• 22:15
  kind of thing if you know 6 people in the school is better
• 22:18
  than going in and knowing only one person in the school.
• 22:22
  So we even need to make sure that we do some research well
• 22:27
  before we begin so that when we enter the school, we can make
• 22:32
  multiple touch points. For those of you who've been
• 22:35
  listening to this party for a while, you remember that time I
• 22:37
  mentioned to you guys that I was working with this incubator and
• 22:43
  well, we hadn't started work yet.
• 22:44
  When I entered, I sorted the orga Pata Pata, the CEO.
• 22:47
  I thought I was my village boy as correct now I was young would
• 22:51
  I entered, you know, team guy, team guy.
• 22:52
  I was thinking to myself is a done deal.
• 22:56
  Also, because I knew the VP for programs within the Something
• 23:02
  Easy programs or events. So I was thinking this is a done
• 23:05
  deal. Now the CEO, I know him is my
• 23:09
  village guy, the head of events. I know this guy.
• 23:14
  We've worked on one or two things.
• 23:16
  No problem, I'll get the contract.
• 23:18
  That's what I thought. Then something happened.
• 23:24
  The CEO, the guy does jabber further studies.
• 23:29
  So now you remain only one person that's the head of that's
• 23:33
  VP of programs or head of events, I can't remember.
• 23:36
  And before I know you to that guy to Japan.
• 23:38
  Now what happened? I was left with 0 contacts in
• 23:41
  the organization and now had to start.
• 23:44
  I know how to start afresh. I was thinking I knew two
• 23:49
  people. I was set.
• 23:51
  Little did I know when you see that's how these things happen.
• 23:55
  That's why you know, I keep saying that sales is a matter of
• 23:57
  probabilities. You're trying to cover your
• 23:59
  bases. So in this case, if I had just
• 24:03
  pushed small, OK, I know the CEO.
• 24:06
  If I had known another person, maybe the chief operating
• 24:09
  officer wouldn't have been bad. OK, So I knew they had the VP of
• 24:15
  a program or the head of events. If I knew his vice or other
• 24:19
  people within his department, it wouldn't have been bad.
• 24:22
  So that when those two jackpot conversation continues because
• 24:24
  they're other people instead of me having to start this thing
• 24:27
  all over our fresh now This is why multi threading is important
• 24:31
  because you don't know, the more people you know, the more
• 24:35
  stakeholders you know the better.
• 24:39
  So that's it pretty much. OK, it's 24 minutes, so let me
• 24:45
  not take up too much of your time today.
• 24:46
  So for those of you who in the tech space who are rolling
• 24:48
  things out, this is the proper way to think about it.
• 24:50
  You've gone beyond the idea. You now have something, think of
• 24:54
  this thing as a minimum viable product.
• 24:56
  Now we need to get some people to test it to be sure that this
• 24:58
  thing is perfect. The testing that we're going to
• 25:00
  do is not small testing, is not among ourselves, You know, the
• 25:04
  founder and family. We need to test this thing real
• 25:08
  world, test this thing live so that if there are problems, you
• 25:12
  will know the people that you talk to at the beta stage, when
• 25:17
  you roll out the beta, when everything works, that the
• 25:19
  people that you don't come and meet when you have the alpha,
• 25:21
  the perfect version to sell to them.
• 25:25
  Then also make sure that whether the beta stage or the alpha
• 25:29
  stage, don't do single threading, don't know only one
• 25:31
  person. You need to know multiple
• 25:33
  people, different people in the accounts.
• 25:36
  Don't know people for the sake of knowing people.
• 25:38
  You know, people who are reasonably attached to the
• 25:41
  thing. So like in this case, for
• 25:42
  instance, because it's a school, if you know the chief security
• 25:45
  officer, I don't know, might not help.
• 25:48
  OK, If you know the chief security officer, at least
• 25:50
  nobody will harass you inside the school.
• 25:51
  You'll be able to enter inside the school.
• 25:54
  When it comes to decision making, I haven't done any
• 25:57
  research, but I really think when it comes to decision making
• 25:59
  principle, VPVP, academics, head of ITIT teacher, I can't think
• 26:05
  of who else you know, but people who it seems reasonably are
• 26:11
  relevant to the problem that you're trying to solve or that
• 26:16
  are relevant in making the decision of whether people were
• 26:21
  with your product or service or not.
• 26:23
  So that's it. Thank you very much for
• 26:25
  listening to today's episode. Remember, if you'd love to
• 26:29
  connect, you can call, send me a text message or WhatsApp message
• 26:32
  on 08064662140. Thanks for your time and
• 26:37
  attention. I will catch you all at the next
• 26:39
  episode.