Against the background of an inclement economic weather and japa syndrome, some Nigerians believe the grass is still green at home
By Haniel Ukpaukure
Necessity is the mother of invention, so says the time-worn adage. It is when human beings have their backs to the wall – when they can no longer run – that they put on their proverbial thinking cap. The current economic situation in Nigeria and the manner some people have reacted to it have lent credence to this truism.
The statistics are grim. Whichever of the relevant agencies or organisations one choses to believe – whether local or foreign – all indices of human development are on a convergence on one fact: it has never been this bad. For many Nigerians, the reality of an existential threat has never been starker. It is the reason a high number of Nigerians, especially the youth, insist the grass must be greener on the other side, which explains the clamour for relocation to foreign lands in what has come to be known as the japa syndrome. It is the reason many who cannot afford the legal and conventional routes are not deterred by scary pictures and videos of migrants regularly drowning in the high seas, in the effort to escape what appears to them to be an impending Armageddon.
But in the midst of all these, there are many Nigerians who believe, as an Israeli businessman who lived in the country for many years once said, that the country’s roads are filled with money, but Nigerians cannot see the money because they do not have their eyes on the ground. These are Nigerians who are searching for opportunities where there seems to be none. Some have found the money; some have seen what looks like light at the end of the tunnel, while some are still searching and hopeful that lady luck will locate them someday.
One thing that is common among Nigerians who believe they can overcome the harsh economic situation in the country is their knowledge and understanding of the opportunities the internet offers to various professionals – musicians, movie makers, fashion designers, barbers, hairdressers, make-up artists, realtors, skit makers, content creators, writers, furniture makers, commodity traders, hospitality and tourism practitioners, etc. These Nigerians have either achieved or are on the verge of achieving what they hitherto thought was impossible, thanks to the internet.
Like their counterparts in other parts of the world, some Nigerians have discovered that they do not need physical structures like offices and shops to get started, or to successfully run a business. They have borrowed a leaf from two global brands that do not have much of physical presence, but have annual revenues that run into billions of dollars.
Nike, the biggest sportswear and equipment manufacturing company in the world with headquarters in Oregon, United States, does not own all the 700 factories from which its products are manufactured in 42 countries. The company operates a contract manufacturing business model whereby it outsources the manufacture of sportswear, accessories and equipment to specialists in different parts of the world, including Asian countries like China, Vietnam and Indonesia, while it handles design and marketing. The company sets standards to which all its contractors must adhere, the reason its products are of the same quality, worldwide.
In 2024, Nike made a turnover of $51.362 billion, and was ranked 230th in the Forbes Global 2000 Companies the same year.
Uber Technologies started as a ride hailing company with no taxi anywhere, but with ownership of the franchise that enables people to operate ride hailing services using their own vehicles. Today, it has expanded into food delivery with Uber Eats, as well as transportation, shipping and logistics. The company’s turnover for the year ended December 31, 2024 was $37.28 billion, a growth of 17 per cent year-on-year from $31.88 billion recorded in 2023.
In 2018, Olamidun Ogundoyin, a former Nigerian country director for Nexford University in the United States, embarked on a journey with an experiment that sought to raise the level of preparation and delivery of beef barbecue popularly known as suya in Nigeria. She did not have the expertise for the preparation of the delicacy that appeals to all classes of Nigerians and foreigners alike. She therefore decided to form a strategic partnership with the best hands in the business from the Hausa and Fulani ethnic groups – the tribes that are nationally known as the experts.
With her company, Sooyah Bistro, OIgundoyin started an online marketing of suya prepared by experts strictly in accordance with her own standard of quality and hygiene, and delivered to customers at their doorsteps. She made her product significantly different from what is generally sold by the roadside. Her suya comes with different kinds of spices and vegetables that guarantee more nutrients. It is such a delight to behold; the mere sight of it is enough to stimulate the taste buds to trigger demand. The unique product quickly resonated with the targeted segment of the population she designed it for – the middle class.
Ogundoyin soon transformed the business into a full-fledged restaurant offering more than suya, with its first outlet at Ikate, in Surulere, Lagos. The business soon expanded to other parts of Lagos as its popularity began to spread. Since inception, the company has maintained a high standard of quality that many roadside hawkers of suya cannot guarantee, but on which consumers place a premium. The same standard of hygiene and quality applies to all its meals. “Hygiene and quality are paramount at Sooya Bistro,” said Ogundoyin, at the opening of the company’s 12th outlet at Yaba, in 2024. “We maintain rigorous standards throughout our operations, ensuring a safe and enjoyable dining experience for our customers.”
About seven years since establishing Sooyah Bistro with N20,000, Ogundoyin has grown the company into a multi-million naira business. She plans to open outlets in other parts of Nigeria starting with South West states, before making an entry into the global stage to compete with international brands. For that, she says she would require more investors in the company.
Victoria Valerie, Founder of Vee’z Kitchen, may not be a big name in catering with a physical restaurant, but she has started somewhere, with eyes on the big picture. With a Bachelor’s degree in Linguistics and Communication from the Abia State University, Uturu, she set her eyes on hospitality after leaving school. To prepare herself for the journey and get adequately equipped, she did a one-year-and-one-month culinary course at Ample Link Catering and Craft School, Port Harcourt, to hone a talent she discovered from childhood she has. After about six years in Port Harcourt, she took the strategic decision to relocate to Lagos, Nigeria’s commercial capital where there are more opportunities in her line of business.
Valerie is one among thousands of Nigerian youths who make the best use of the internet to run their businesses. She downloaded an app, Ikook, a platform that connects caterers with potential clients within their vicinity, such that without physical restaurants, they can successfully run the business. The app connects her with customers within the neighbourhood of Maryland, on the mainland part of Lagos where she stays. And after two years, she believes she’s going somewhere.
“We are still building our client base due to the fact that I moved to Lagos recently,” Valierie said. “With the help of Ikook app, we are optimistic about our potential for growth and profitability.”
There are thousands of Valeries spread across the length and breadth of Nigeria earning a living with smartphone as their offices and shops. Many started their business with a phone and grew them to establish physical presence. What many of their compatriots see as challenges that force them to japa, they see as opportunities for growth, success and relevance. They have been able to prove that despite the inclement economic weather and difficult environment made worse by insecurity, it is possible to “make it” in the country.
