Content Non-Generators: Why are they Outperforming?

The success of this business model is hinged on certain principles which essentially involve changes in management’s mindset from the traditional to a more disruptive approach

In our first article in these series, we highlighted the structure and the advantages of the Content Non-Generating Business Model. Today, we will be ruminating on why they perform beyond expectations.

The success of this business model is hinged on certain principles which essentially involve changes in management’s mindset from the traditional to a more disruptive approach. Some of these changes include:



These companies are beginning to focus more on intangible assets (brand, technology etc.) as tangible (physical) assets are gradually becoming a burden. These businesses have however made their people (staff and customers) their greatest tangible assets.



As customers are increasingly becoming more tech-savvy, these businesses are also becoming digitized as they understand that the best place to meet customers is where they are and not where you want or hope for them to be. These businesses continually find easier ways of connecting to the customers and then proposing these ways to the seller at a little charge.



The ideological shift from being the boss-at-the-top to co-creator who knows how to motivate, inspire and work alongside others employees to develop the network and achieve customer satisfaction.


In the Nigerian Context Sub-Saharan Africa provides interesting market dynamics due to its sheer population and untapped business opportunities. According to Venture Africa, “Sub-Saharan Africa is currently undergoing a mobile digital revolution with consumers, networks and even media companies waking up the possibilities of 3G and 4G technology.” Africa’s consumer spending is estimated to exceed US$1.4 trillion annually by 2020 (US$400 million is already being realized in Nigeria) and e-commerce in Africa will generate about US$75 billion in revenue by 2025, contingent on most African economies improving power, transportation, broadband connectivity and other infrastructure, says McKinsey Global Institute. This provides a large market for content non-generators in terms of users and less competition.

In addition, “the rise of cheap smartphones will allow vast portions of the population – from middle classes in cities to small businesses in rural areas – access to mobile broadband,” states Fredrik Jejdling, sub-Saharan Africa head of Swedish tech company, Ericsson in a recent report by the company. Therefore, inexpensive mobile phones and mobile broadband connections are driving internet access and usage in countries where fixed internet has been out of consumer’s reach due to lack of infrastructure and affordability. The report predicts that the number of devices connected to the internet will rise to about 930 million by late 2019, with three in four mobile subscriptions at the time to be internet inclusive. These statistics are particularly encouraging for indigeiuos CNGs like Cheki, Property 24, Jiji, DealDey, SME Market Hub,, Oga Taxi etc., who are currently operating this business model.



Cheki is a Nigerian online market place where car dealers, importers and private seller post their cars for sale. Cheki works with clients throughout the purchasing process to ensure that transactions are completed with ease and payment made to the right person. Rather than individually visiting the hundreds of different car dealers, customers can get quotes from various dealers on the website, thereby saving money and getting the best deals. Cheki is the highest ranked vehicle online platform in Nigeria with approximately 80,000 vehicles listed, over 45,000 daily visitors and 1.5 million visitors monthly on the site. The online platform serves to bridge the gap between sellers and buyers of automobiles by bringing the Nigerian car market to the comfort of your homes and devices. No doubt this has improved the lives of millions of Nigerians who use this service, as people now have a price comparison guide and a third party to monitor the transaction process, making it as seamless and as fraud-free as possible. It has also had an enormous effect on the competitive framework of the automobile sale industry as car dealers’ premium on cars have reduced significantly due to the availability of accessible alternatives to customers.



DealDey is another player in the very active Nigerian e-commerce space. Deal Dey, which means “we have discount deal(s)” in pidgin  english, is a digital site that aggregates daily online discounts on popular goods and services. It brands itself as the largest online deals platform in sub-Saharan Africa with over 1 million users, 15,000 active merchants and 20,000 verified businesses. Whilst there are speculations regarding the intrinsic value of the company compared to the deal value. Dealdey has grown overtime to become one of Nigeria’s stop shop for mega deals that would not have been easily accessible about a decade ago. The success of Dealdey and other online retailers further emphasizes the untapped business opportunities on the continent. Taking into consideration, the sheer size of the African population, the growing usage of the internet and the emerging new-age customers, managing a platform where people converge to find solutions to their needs and ensuring that the platform is very easy to use and always up-to date.