WE PRESENT MAPEMOND BUSINESS ACADEMY!
We realized that while sharing random business posts on social media was good for building the business acumen of Nigerian entrepreneurs, there was still a huge gap with easily accessible and well-structured business courses that will equip business owners to build bigger and better businesses.
After several months of doing the background work, we present to you MAPEMOND BUSINESS ACADEMY (Physical & Online options for all courses).
Discount currently applies to all courses for the next couple of days. We maintain a small class for physical classes, so book your seat right away!
#DoBusinessBetter
THE EVOLUTION OF THE HOTEL INDUSTRY
Written by Comfort Adebayo, Janefrances Ibezim, Esther Julius, and Blessing Kamanu.
The hotel industry is one of the many industries that has witnessed a lot of transformations in the past decades. Globally, there has been tremendous growth in the hotel industry and this has helped in promoting tourism to a large extent.
Before we go further, what is a hotel?
A hotel is commonly defined as an establishment providing accommodation, meals, and other services for travellers and tourists. A hotel is a place where one can sleep away from their home. This could be for a holiday, business purposes, or convenience when travelling for other reasons such as a hospital appointment in a different area. Hotels are also establishments that provide paid lodging on a short-term basis, which ranges from one night to a few weeks and even months. Hotels take all shapes and sizes and there are varieties of them found throughout the world today.
FROM WAY BACK…
The first hotel in the world named Nishiyama Onsen Keiunkan was established in 705 AD in Japan but before that time, it was recorded that inns were opened by most people in different towns to accommodate and keep guests or travellers but it was mostly businessmen, travellers, and mail carriers that patronized these places as of then, because of the difficulties while travelling and safety too. These were predecessors to the modern hotel we have today.
Nishiyama Onsen Keiunkan Hotel in Japan
The different technological, economic, and social development in the world around the 18th, 19th and 20th centuries led to huge changes in the hotel industry. The advent of leisure cruising that started with the formation of Peninsular & Oriental Steam Navigation Company in 1822 led to growth in the hotel industry. The company started as the shipping line between European countries but grew quickly and cruised to other continents as well. Transatlantic liners made the travel industry richer and hotels more sought.
Peninsular & Oriental Cruiseliner
Travelling also became more accessible and appealing as a result of the industrial revolution that brought about regular but structured work, more income and more time off. The increase in the number of people travelling led to increasing in the demand for suitable hotels, and as their social statuses differed, the hotels were also created to suit the different social classes.
EVOLVING WITH TIME…
At the beginning of the 1800s, the Royal Hotel was built in London. Holiday resorts began to flourish along the French and Italian rivieras. In Japan, Ryokan guest houses sprang up. In India, the government-run Dak bungalows provided reliable accommodation for travellers.
Mivart’s Hotel opened in London in 1812 (later becoming Claridges), In 1822, in Venice, a certain Giuseppe Dal Niel transformed an old palace into a hotel and gave it his name, “Le Danieli”.
Tremont House in Boston, USA opened later in 1829 and it was an American architect Isaiah Rogers that designed and constructed this luxurious hotel in Boston, Massachusetts USA.
Tremont House, Boston
It was the first hotel with a private attached bathroom and lock on the doors. “Tremont Hotel” had set a benchmark for luxurious hotels in those days. It was the first hotel to have indoor plumbing with toilets and baths, as well as free soap (a tourist favourite) and a proper reception desk area that did more than just take payment.
The Holt Hotel in New York City was the first to provide its guests with a lift for their luggage.
Holt Hotel, New York
The invention of trains and cars also contributed to the fast growth of the hotel industry because there was now an easier way for people to travel, visit friends, explore the world and also have fun at their leisure.
THE EMERGENCE OF MODERN HOTELS…
By the 1900s, there were many hotels around the globe. The hospitality industry had by this time expanded and also recorded continuous growth, and had more modernized hotels.
There were changes from Europe to America to Asia and the rest of the world.
The introduction of Funiculars (the ropeway) made high altitude mountains accessible, leading to the growth of many hotels in the Alpine ranges. Burgenstock and Giessbach are among the hotels in Switzerland that owe their existence to the development of the ropeways.
The two world wars, especially the second (1939-45) took their toll on the hospitality industry. The massive destruction caused by the war and the resulting economic depression proved to be a major setback to the travel business, but the post-war consumer boom brought some growth to the travel industry.
The 1950s brought the Club Mediterranean SA and this company was selling all-in holidays in exotic locations.
The coming of the jet aircraft in the 1960’s skyrocketed the evolution of the hotel industry.
International and even intercontinental travels were significantly shortened and that gave the visitors more time to explore their destinations and created income for the hoteliers. Passenger flights were now common, and throughout the years, became cheaper and available for wider traffic of travellers.
In 1983, the hotel real estate market came to life, more people were interested in building and buying hotels. The interest in creating more of them grew and hasn’t stopped growing ever since. That is why today we can choose from over 17.5 million guest rooms all around the globe.
One big move for the hotel real estate industry was the sale of the Intercontinental Hotels to the Japanese Seibu Holdings, Inc. by the Grand Metropolitan. It was one of the first major acquisitions that started the trend.
The inception of the Internet in the late 1900s also contributed to the growth of the hotel industry.
This global system of computer networks changed the World. It was the beginning of the hotel websites. Hotels could now promote themselves and as a result, gain more guests. Also, the guests could rate their stay and either warn other travellers or persuade them to go to give it a try.
It was easy for people to find the hotel they like, in the perfect location, and even make the booking without leaving the comfort of their own house. The birth of smartphones and tablets in the 21st century made the booking process even easier. People could now control almost every aspect of their journey from any place and at any given time. Each day new apps emerged, not only for the hotels and Online Travel Agencies but also to proffer innovative solutions for travellers and guests. They make trips easier and solve a myriad of problems.
The often-exaggerated expectations of guests in this present century have led to the creation of new hotel types. Modern hotels are bigger, more technologically advanced and even extravagant. You can now enjoy your stay in a designer hotel, an overwater bungalow or even an ice hotel or glass igloo. Recently capsule hotels are a novelty. These tiny rooms, called capsules or pods, are perfect for travellers seeking a cheap stay, without excessive luxuries.
We may actually observe a duality in the industry. With the rising popularity of both budget and luxury hotels. It is the answer to the division between the travellers. While some want to save as much as possible, others like to use their holidays as an excuse to splurge on anything they want.
We’ve discussed the past and present of the hotel industry, but what could be its future?
The answer is automation!
Machines will become a vital part of many hotels and with time we believe they will be crucial for their growth.
Today we can already see robots as receptionists and janitors They can give you fresh towels, bring your food, or greet you at the entrance. The hotel rooms themselves are also technically advanced, with voice detection devices and advanced electronics.
The only logical next step is the incorporation of Artificial Intelligence (AI), which is already happening in some top range hotels in places like Dubai. Although technology may probably not take over completely, it will be the major driver of future hotels.
We certainly look forward to what’s next for the hotel industry in the coming years.
WE STARTED SOMETHING AMAZING!
Drawing from the lessons of 2020, we decided to start a support community for entrepreneurs and those aspiring to be one sometime soon. It will be a full-blown business community (in the form of an Academy) for those who are seeking to go beyond mere hustle and survival to building sustainable companies and reputable brands.
Many business ideas will be shared.
Statistics and data from various sectors of the Nigerian economy will be shared.
Even foreign networks and opportunities shall be shared.
Hacks and contacts for funding and other access will be shared.
But being a part of this community will not be free. So we can have only committed people on board.
We will learn together without anyone lording it over.
The many questions of members can be answered by different persons, not just one person.
We will have breakout groups according to areas of interest and unique challenges.
There will be an exchange of experiences, resources, and support.
It will be a community for those who want to be inspired and pushed beyond their limits without feeling less of themselves.
There will be hand holding for the weak or inexperienced.
There shall be no talking down or shaming of anyone.
Both the sprinters and crawlers are all welcome on board.
Do you think it is a good idea?
All members will have access to the following:
– An overflow of business tips and insights
– Answers to business questions and challenges
– Access to our resources (ebooks and online courses) at no extra cost
– Discount on our MBA courses in the works
– Access to professionals in various areas (Legal, Accounting/Finance, and many others)
Members of the community will set goals for 2021 and be paired for discipline, focus, and accountability:
– Saving goals
– Investment goals
– Business objectives for the year (You want to attend a global conference or change office or just get the business started? Etc)
– Travel goals
– Self-development goals
– Compliance goals (Your personal tax, company taxes, contract eligibility papers, annual returns, etc)
As we mentioned, it is a full-blown business support community.
Does this interest you?
Do you have someone to sponsor?
Click on REGISTER to enroll.
We can achieve more, one day at a time, with the right community.
We can #DoBusinessBetter
- Published in Branding, Business, Infographics, Marketing, Research, Stories, Strategy, Structure, Team, Technology, Uncategorized, Web Design
BUILDING SUSTAINABLE BRANDS: Where it all begins (PDF)
We have held two editions of our virtual hangout on branding, and both have been fantastic.
The first session was to be summarized into a document to serve as a refresher course but guess what happened? It turned out a sweet book that walks you through the concept of branding and how you can start positioning your business for better results with little effort!
We don’t want the participants to enjoy this goodie alone, so we have made it available to you as well, if you DESIRE to build a brand that stands out no matter your size or available resources.
It is going to be one of the best content you have ever read on the subject of branding. It is written in simple English with very relatable explanations and insights. You can get a copy at MAPEMOND BOOKS
Building a profitable and successful brand is totally in your hands now.
We hope you won’t let this giveaway pass you by.
#DoBusinessBetter
A REVIEW ON MOST DOMINANT BRANDS IN AFRICA.
We read a post on Facebook that got our attention. It was written by the Co-Founder of Gidi Cakes, Daniel Adeniyi.
It is about Africa’s Top 100 Brands for 2020. The study done by Brand Africa showed that majority of the dominant brands in Africa are not local brands. In fact, in 27 countries that were surveyed, only 3 as shown below had a local brand in their number one spot:
1. Zimbabwe (Econet)
2. Zambia (Trade Kings)
3. Tanzania (Azam)
The leading brands in Nigeria are not Nigerian. Like the Gidi Cakes Co-Founder rightly submitted, most Nigerian businesses are not brand conscious. The study also showed that the leading media brands in Africa are not local – BBC, CNN, and Al Jazeera. Only seven local media brands made the list of the 25 most dominant media brands in Africa.
Out of the 100 most dominant brands in Africa,
#1 to #6 are foreign brands.
#7 is the South African owned MTN.
#8 to #14 are foreign brands.
#15 is Nigerian owned Dangote (I did an unofficial corporate internship with them)
#16 to #27 are foreign brands.
#28 is Nigerian owned Globacom
#29 to #35 are foreign brands
#36 is South African owned DSTV
#37 to #45 are foreign brands
#46 is Nigerian owned Nasco (Mapemond shall be visiting them for a research project)
#47 to #49 are foreign brands
#50 is South African owned Shoprite
So 44 foreign brands and 6 African brands in the top 50 of the list. You may think that more African brands will feature in the second half of the list, but that is not the case. The second list of 50 also features 44 foreign brands and 6 African brands – Star, Tiger, Jumia (some persons argue that it is not African), Tusker, Clover, and Maltina. In conclusion, 88 foreign brands and 12 local brands in total!
You can see the list here: VIEW THE REPORT
Let’s bring it closer home. A related study of the top 25 African brands showed only 4 Nigerian brands – Dangote, Glo, Jumia, and Star.
These stats don’t surprise us one bit because in our branding and marketing work, we have loads of insights and experiences that support this survey even though there could be a variance.
There is the assertion that “Africans don’t like local”, but that is not exactly the case in our opinion. Branding is such a powerful aspect of business that is being underrated by most businesses both big and small. The businesses that take branding seriously will be at the top of the market regardless of where they originate from and as we can see, foreign brands don’t joke with branding at all.
For example, out of 100 restaurants in Nigeria, the ones that take branding in its true sense most seriously will emerge the most dominant.
If you are a fashion designer, baker, or whatever you are into, the more seriously you take branding (in its true sense beyond logo design down into strategy, culture, marketing communications, etc), the higher you will climb on the chart of leading businesses in your sector or industry. And you must not have billions to spend, it begins from being intentional and consistent.
If you would like to take a deep dive into the subject of branding, there are articles here for you: MAPEMOND BLOG
We are cooking a lot of webinars, Instagram live sessions, Facebook Room conversations, and more on the subject of branding. Leave a comment on this post if you would like to be notified when it is time.
Don’t downplay your business. At whatever level you are, consider your business as a brand and build it with that consciousness. It yields far more results than casual business and hustle.
BRAND LESSONS FROM THE WORLD’S OLDEST HOTEL & BUSINESS.
Nishiyama Onsen Keiunkan, a hot springs hotel in Kyoto, Japan, is the world’s oldest hotel and also the world’s oldest continuously-operating business, as verified by Guinness World Records. The hotel is now 1313 years old and has been operated by 52 generations of descendants of the same family.
We picked some very simple but vital lessons from this legendary hotel brand that businesses around the world should pay attention to if transgenerational growth is a concern.
Lesson One: Brand Values. Careful thought was given to the lasting principles that will govern the operation of the business and each successor had a duty to preserve and transfer these values to their own successor.
Lesson Two: Socio-cultural values matter. The prevalent culture of society has an influence on how businesses run and perform. This is why Mapemond organizes Outclass Employability and Entrepreneurship Training, to breed a different generation of young Nigerians with the right work discipline, work ethics, and work culture.
Lesson Three: Think legacy and succession. What is the point in building a business that ends with you? We should think in terms of being able to transfer what we build to the next generation. Whatever you can do to give your business a chance to survive beyond you, please make the attempt.
Lesson Four: Maintenance culture matters. Successive generations have ensured that this legendary hotel is well maintained over the centuries. How well do you pay attention to good maintenance in your business?
Lesson Five: Innovate. While the essential selling points of the hotel – the view, hot springs, and location – have been maintained, the hotel has gone through a lot of adaptation to modern designs and concepts. As old as it is, it competes favorably with other hotels and tourist destinations across the world.
Building profitable and reputable BRANDS is what we love doing.
BUSINESS INSIGHT: NIGERIA’S SLOW PACED ECONOMY AND THE POTENTIALS FOR ENTREPRENEURS
Countries are usually categorised as developed, developing and underdeveloped. For years, based on the milestones Nigeria had marked in the past, it has been listed among developing countries in the world and sometimes make claim of being one of the most developed countries in Africa. However, a question has hung in the air for years; whether Nigeria is a developing country based on past glories or an underdeveloped one due to all the setbacks it’s been having.
A guest on a radio station mentioned that Nigeria has not really been exhibiting signs of a developing country when compared to its counterparts. The guest indicated that there hadn’t been much progress in any of the sectors, in terms of expertise, development, infrastructure and growth. When judged using the qualities of developing nations, Nigeria might not be meeting the standard.
Digging deeper into facts rather than dwelling on an opinion, we stumbled on a research carried out in 2018 that showed a list of ‘top 20 most developed countries in Africa’ which excluded Nigeria. The study focused on the gross domestic product (GDP) these countries have developed over time. Leading the top five on the list was Seychelles which had $16,332 GDP per capita, following behind was Mauritius with a GDP per capita of $10,437, Algeria was next with a GDP per capita of 4,669, Tunisia had a GDP per capita of $3,531, Botswana had a GDP per capita of $8,443 and it goes on till the 20th.
Analysing the list further, we discovered these countries shared some similarities which is a diversified economy unlike Nigeria. Seychelles for instance, though known as a tourist destination, has invested on other revenue sources such as fishing, processing of agricultural products, building of boats, etc. Over time, these ventures have brought income and sky-rocketed the country to the top in the African continent.
Coming home, can we say the Nigerian market is developed or open to development? With a GDP per capita around $1,951 which was determined in 2017, Nigeria can hardly boast of sustainable development. This figure tells a lot about the slow paced or declining growth. The root of this slow growth is always linked to the fact that the Nigerian market had known one product, crude oil, for many decades. The oil boom might have brought some glories but still hasn’t taken the economy where it ought to be.
Moving forward, more products, with emphasis on products that are made in Nigeria, need to introduced to the Nigerian market. This should serve as a challenge to both new and existing entrepreneurs. While the Nigerian market is full of competition amongst businesses, it has been observed that there are too many similar ventures. This has left little or no room for improvement and socioeconomic development in the country.
From the statistics shown, it is safe to say that visible development will start from the market. This obviously gives businesspeople an assignment to answer the question, what new idea, product or services are they bringing to the table?
Written by Jennifer Chioma Amadi
Do you want to introduce a new product to the market? Let’s work together with you. Kindly send an email to at wecare@mapemond.com
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BUSINESS INSIGHT: SACHETIZATION, WAY TO GO?
Business is synonymous to a game where only the best players win. The best players are not those who start the game but those who swim with the tides of change and develop different strategies as the game gets fiercer. Like the outcome of a game is unpredictable, so is the same for the Nigerian market.
With the swinging economy, the Nigerian market has never been more unpredictable in terms of purchasing power that over time has affected disposable income. Both individuals and businesses have felt the weight of the economic challenges. Though the burden is lighter on others, everyone shares in the consequences of an unstable economy.
This has led to reduced patronage for many businesses because not everyone can afford too many products at once and they continue to look for cheaper alternatives. While many customers can no longer afford to buy in bulk, companies have devise means of still reaching customers at the bottom of the pyramid.
Observing the change amongst consumers, businesses have developed a new approach to retain their relevance and increase their customer base. Most companies have resolved to produce their products in smaller quantities, in this case in sachets. This new strategy is what Tunji Andrews, Lead Economist at Time, Trade and Commodities (TTAC), calls “sachetization”.
In a Twitter post, Tunji indicated that those unwilling to flow with the trend will be at risk of running out of business. This post could be linked to the sachet approach a major brand, Dettol, had employed to reach and retain more customers. Even though this could be considered a clever move, many of his followers connected this strategy to the unfavourable Nigerian economy.
Prior to this time other major brands such as Kellogg, Power Oil, and even tomatoes paste brands had been making their products available in sachet which has been advantageous to them as regards patronage. This is to ensure that both upper and lower class can afford the products. There is no doubt that these brands must have studied and analysed their industry to discover the best approach to tackle the economic barriers. As it seems, this strategy obviously seem to be working for them and has increased their revenue.
We can never overemphasize the need of knowing your market thoroughly. In our previous post sometime ago, we emphasized on the importance of studying your target market as an entrepreneur. Staying abreast with the latest wind of change and keenly observing the solution other brands are engaging and modifying it to suit your business, always keeps you on track.
With more brands embracing “sachetization”, we wonder what new strategies would unfold if it ever gets tougher. Yet again, what can we say, ‘when the going gets tough, the tough gets INNOVATIVE’.
Written by Jennifer Chioma Amadi
Do you need support on your business strategy? We would to work with you. Send us an email at wecare@mapemond.com
Do Business Better!
BUSINESS INSIGHT: WHAT IS YOUR BRAND’S HISTORY?
If asked to narrate the history of your brand, would you be able to walk prospects through your timeline without skipping a vital detail? Have you ever really taken quality time to ponder on your brand’s story? Do you have an archive dedicated to keeping record of your brand’s progress? There are numerous questions pertaining to proper documentation of an organisation’s history that most founders hardly consider.
In researching different brands for our weekly ‘brand review’ column, we discovered a trait common among over 70% Nigerian based brands, poor documentation of their history. While surfing most of their websites for relevant information related to the general structure of their organisation – brand history, core values, vision and mission statements, brand culture, etc – we found too little or no helpful information. Some business owners may consider the information as private and never see the need to share with outsiders, maybe they fear being copied by opponents, or they simply lack the skill of tracking progress.
In contrast to this norm, we also observed a common practice among most foreign-based companies with branches all over the world; they have a keen interest in history. They could dedicate a whole page on their website to their company’s journey that they update regularly whenever the company accomplishes a milestone. Occasionally they boast of their history being their heritage and often urge prospective clients to study their different timelines in order to get a clearer prospective of the company.
Asides this historical approach by great brands being beneficial to strangers, staff are daily reminded of the company’s history as well. They believe having a firm understanding of the past would inform present decisions that would in turn reform the organisation’s future. To them, every milestone is a dot that connects and leads them to their desired future.
The basic essence of creating an accessible rich historical archive for your company is to gain more connection. The more people, both customers and staff, understand and connect with your brand’s story, it makes it more likely for them to stick around much longer. Studies have shown that most brands with in-depth history tend to last longer as they continue to strive to live up the legacy left by their founders. These companies seek different avenues to introduce an innovative idea as a means of staying relevant.
Apple Incorporation is a perfect example of a company with a detailed historic background which is cherished by every employee. From when it was founded in 1976, by Steve Jobs and his partner Steve Wozniak, the company continues to thrive in the world of technology. Despite the death of its founder, Steve, the company with relentless effort towards innovation runs with the same vision but with an improved and modern sight.
When you begin to see your business as an entity of its own, that its progress needs to be recorded per milestone, you evolve your business into one that should indeed be taken seriously. It is not enough to wish for a brand that will outlive you; you must make steps towards documenting every stage of the business with new improvements, as this would eventually form the company’s legacy over time. Start writing your history today!
Written by Jennifer Chioma Amadi
We would love to help you document your history and craft a story for your brand! Send us email at wecare@mapemond.com
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LOGO UNRAVEL: SHELL’S CROWN
The Shell brand started out as a small London business selling antiques, curios and oriental shells. I feel this gave the idea behind the brand’s name and its visual identity system, specifically the logo design because in time the business grew to export these seashells to the Far East and made profit doing so. The first time the word ‘shell’ was cited was in 1891, when it was used by Marcus Samuel and Company (the original founders) as the business trademark in the shipment of kerosene to the Far East. We would not do justice to this article if we skip Shell brand’s influence – also enhanced by its visual identity system -in Nigeria’s oil and gas industry.
The brand’s history in Nigeria began as far back as when oil was first discovered at Oloibiri in the Niger Delta region. In fact, this discovery was made by Shell-BP in 1956. Shell is a major stakeholder in the country’s oil and gas sector with a history of over 50 years of doing business in Nigeria since the late 1930’s. According to Shell on its website,
“For more than 100 years the word Shell, our pectin emblem and distinctive red and yellow colours have visualized the Shell brand and promoted our values and the quality of our products and services all over the world.”
This spells our focus for today’s article – Shell’s logo unravel. There is more to the shell’s emblem than meets the eye especially concerning its essence in promoting shell’s values, product and service quality and visualizing the shell brand globally.
LOGO HISTORY
Shell’s first logo was designed in 1901 carrying the symbol of a mussel shell. This happened the third year after the formation of the Shell Transport and Trading Company. Thereafter in 1904, a scallop shell also called the pecten emblem was debuted to give the company a brand name and its visual identity. When the afore-mentioned company formed a merger with the Royal Dutch petroleum company three years later, the former absorbed the pecten symbol and the brand name – Shell. The Logo having the pecten emblem and brand name has been like this since then.
However, the shell emblem has undergone a series of modifications in its design; the emblem design used presently was introduced in 1971. Finally, in 1995, the Shell logo underwent its final modification when the logo colours were dimmed. Prior to this time, its colours were very bright and some felt it made the logo look offensive. Therefore, the present design looks more appealing to the eyes. With over 47 years of great usefulness to the brands visual identity, it has grown to be one of the most popularly recognized logo in the world today.
LOGO COLOUR
The primary colours of the shell logo is red and yellow. These colours were preferred because of their connection to the Spanish flag since many of the people who settled in California migrated from Spain especially because; during Shell’s formative years, California was its central business region. The red colour gives the emblem a colourful look.
LOGO FONT
The font used specifically for the brand name element typography is the Futura Bold typeface.
LOGO MEANING
The logo symbol represents the pecten shell which also names the brand – shell. The logo portrays excellence and brilliance of Shell in the corporate world. In addition to this, the logo emblem apart from symbolizing the Pectin shell, it also takes the shape of a crown; signifying Shell’s position as a leader in the oil and gas Industry.
Written by Rejoice Emmanuel
Are you in need of a well-designed logo that will represent your brand? We are here to deliver good quality. Send us an email at wecare@mapemond.com
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