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Tag: SMEs’

  • Sterling Bank trains SMEs’ operators

    Sterling Bank trains SMEs’ operators

    Sterling Bank have organised   seminar for Small and Medium Enterprises’ (SMEs) owners.

    The bank’s Executive Director, Abubakar Suleiman said the programme was aimed at enhancing the managerial and entrepreneurial qualities of SMEs’operators. He said SMEs play critical roles in the development of the economy.

    “It is our view that for us to be able to support SMEs, the standard for reporting and the day-to-day management of the organisation needs to improve. We are hoping that this seminar would achieve this objective. We are focused on people who have done business with us for a while and we want to assist them to take their businesses to another level. The process for transforming SMEs to become bigger players and part of national growth does not start and end with finance. A huge part of it starts with education,” he said.

    Suleiman assured that the bank will continue to invest in capacity building in the sector as the national economic development prospects of any country is hinged on SMEs.

    He, however, noted that the expected growth of the sub-sector would not be achieved unless there is an improvement in the quality of infrastructure.

    Chief Executive Officer, Africa Star Limited, Mr. Bawor Benjamin, commended the bank for coming up with the training, adding that it would go a long way in encouraging owners of small and medium scale businesses and give them an idea of how to grow their businesses, establish proper structures, so that they can access funds for business growth.

  • SMEs seek more allocation to agric

    President, Association of Small Business Owners of Nigeria (ASBON), Dr Femi Egbesola, has urged the government to increase budgetary allocation to agriculture in line with the pledge in the 2003 Maputo Declaration.

    Under the auspices of the African Union (AU), the African Heads of State pledged to increase their countries’ annual budgetary allocation on agriculture to 10 per cent, to enable the continent attain a six per cent food production growth by 2015.

    The 10 per cent budgetary increase would also enable AU countries fast-track the Millennium Development Goal (MDG-1) that targets eradication of extreme poverty and hunger.

    By increasing food production, Egbesola said the government would be able to curtail acute famine, malnutrition and poverty that currently dog the continent, resulting in low productivity, death and under-development.

    To spur growth in the sector, Egbesola said the government needs to reduce the level of wastage of produce and give credit to farmers. He said sustainable agriculture, food security and food safety are urgent goals to achieve, adding that the agricultural sector has multiple roles in helping ensure food security, anchor rural development, and provide resources for the livelihood of Nigerians.

    Recently, the National Assembly stressed the need for adequate funding of the agricultural sector based on the achievements by the government, especially since the launching of the Agriculture Transformation Agenda in the country.

    Chairman, Senate Committee on Agriculture, Senator Emmanuel Bwacha, stated this during the budget defence by the Minister of Agriculture and Rural Development, Dr. Akinwumi Adesina in Abuja.

    Bwacha, who noted that the N36.2 billion proposed for the ministry in the 2014 budget was below the N39.9billion in 2013, said the committee was not comfortable with the budgetary allocation for the sector in the 2014 budget.

    He said: “We are not comfortable with the budgetary allocation to agriculture. We will try to establish contacts to see how we can rescue the situation. The Agricultural sector is very vital. It is a sector that will bail us out. Our priority is to make sure that this budget is passed into law.” He affirmed that the agricultural sector is very vital in feeding the country, adding that every Nigerian is expected to support the Federal Ministry of Agriculture and Rural Development so that it could achieve more successes in the sector.

    Also,Vice Chairman of the Committee, Senator Adegbenga Kaka noted that the budget proposed for the ministry would not be enough for farming in two states. “The entire budget if we are to use it for farming in two states on road or infrastructures would not be enough let alone for the whole country to rely on it,” he said.

  • Embrace power reform, SMEs told

    Embrace power reform, SMEs told

    Chief Executive Officer of Stanbic IBTC Holdings Mrs Sola David-Borha, has called on small and medium scale enterprises (SMEs) to tap into the power sector reforms for business growth. She made the call at the seventh Lagos State Economic Summit where she was a panelist at one of the sessions on power sector funding.

    She said: “The power sector reforms have presented a huge opportunity for start-ups and SMEs to explore for growth. There is a supply and infrastructure gap in the power sector that small business owners can plug to their benefit. “For instance, the distribution and generation companies would need metres, cables, electricity poles, payment cards, among others, which can be readily handled by small businesses.”

    She said the government’s determination to ensure the success of its privatisation process and the local content policy, which ensures that local businesses are not overlooked, are positive pointers to encourage investment in the sector.

    Mrs David-Borha said the reforms and the enormous growth opportunity in the sector make it easier for financial institutions to finance SMEs involved in the power sector. “I am hopeful that even when there are challenges in the power sector, the government will step in to address whatever needs to be done because there is so much at stake to allow the sector to fail,” she said.

    Mrs David-Borha said smart pricing is critical to the power sector transformation. “There have been calls for right pricing, but I would add that with smart pricing, everything will fall into place,” she said.

    She said the bank will continue to leverage on the rich heritage and know-how of the Standard Bank Group to support the reforms and the sector by providing both debt and equity in the right balance and by attracting foreign investors into the country.

    She said post-acquisition financing is always less risky than acquisition financing because then the cash flow situation is known and the financier can perform accurate valuation and due diligence.

    “Many promoters, the new owners of the power assets, raised debt and call it equity, but what we are doing is both debt and equity,” she said.

     

  • ‘SMEs can turn around Nigeria’s economy’

    ‘SMEs can turn around Nigeria’s economy’

    Small and Medium Enterprises (SMEs) have the potential to boost the nation’s economy. One organisation which holds the view and very strongly too that SMEs are indeed engine of growth is Lakewhyte Communications, a firm with interest in brand development and management, marketing communications, among others. The company is already perfecting plans to organise the maiden awards to recognise excellence in Small and Medium Enterprises (SMEs), tagged Nigeria SMEs Awards for Excellence (Nsafe Awards), later this year. Mrs. Taiwo Talabi, a top management staff of the company in this interview with Adetutu Audu, speaks on efforts at encouraging the SMEs. Excerpts:

    What informed the move to reward SME operators for excellence by your organisation?

    The initiative, christened Nigeria Small and Medium Enterprises Awards for Excellence (Nsafe Awards), is primed as the focal awards for small and medium scale businesses and will benchmark the progress of small businesses in Nigeria in line with the country’s developmental agenda. SMEs have been fully recognised by government and development experts as the main engine of economic growth and a major factor, by extension, in promoting the realisation of the financial systems strategy Vision 20:2020. This is because the development of this sub-sector is an essential element in the growth strategy of the world’s economies. SMEs are seen as the catalysts for achieving equitable and sustainable industrial diversification and dispersal. In many countries, SMEs account for well over half of the total share of employment, sales and value added. Notwithstanding the gargantuan role SMEs play in economic development, and the challenges they invariably face in the course of carrying out their activities, however, we do not have a process geared exclusively at rewarding excellence in this important segment of the economy. That is the vacuum we intend to fill.

    We want to promote the cause of SMEs by rewarding excellence so that operators can do more to contribute to economic development. We need all hands on deck during this period of President Goodluck Jonathan’s Transformation Agenda so that every sector can contribute significantly to national growth. Don’t get me wrong. I am not saying we do not have pockets of awards for SMEs operators. Nsafe is coming as a project that will hand awards exclusively to SME operators. It is geared at providing an outlet for SMEs to thrive in Nigeria. The awards will encourage the growth of SMEs; find creative solutions to the peculiar challenges that confront them while doing business and open up access networks to these fledgling businesses.

    The awards will serve an advocacy role in the SMEs business terrain and act as a nexus between operators and government. The awards will also follow well-honed credibility and transparency pathways and renew hopes of entrepreneurs in a challenging Nigerian business landscape.

    What makes the Nsafe Awards different from others?

    These are not your everyday kind of awards. These are awards to celebrate SMEs and we are doing everything humanly possible to make it a grand awards ceremony. We are not sparing any effort to make it the flagship awards for SMEs in the country. The maiden ceremony holds in October. To leave a long lasting impression and build on the momentum the inaugural awards will inevitably signpost, a lot of planning and brainstorming is being done by Lakewhyte Communications with various stakeholders and opinion leaders in the larger Nigerian society.

    Who are your partners?

    Government is our chief collaborator because this project touches on the economy. There is no way you want to engage a large segment of the operators in the economy without involving the government. We are well aware that there is an agency of government charged with the responsibility of promoting the activities of SMEs in the country. This only shows how large the interest of government is in SMEs as the catalyst for economic development. We must, as a matter of necessity, collaborate with this government agency. There are other stakeholders in the economy who have one thing or the other to do with SMEs. We must also collaborate with them. We know, as a matter of fact, that there are many banks out there promoting SMEs. This is a good time to partner with them. It’s like everybody is interested in SMEs….possibly because of the vital role they play in the economy. For instance, some telecommunication firms are involved with SMEs; there is no way we will run away from these stakeholders in rewarding excellence in SMEs through Nsafe Awards. Even state governments are in the picture because you now find many of them giving the requisite attention to SMEs as a way of empowering their people and addressing the challenge of unemployment facing the nation. It is such a wide range of stakeholders that you have on SMEs that we will be dealing with.

    Are the awards open to all SMEs in the country?

    Participation in Nsafe Awards will be open to all SMEs in Nigeria. A “Call for Entry” form will be made available through various mainstream and online media channels for organisations, individuals and businesses who intend to participate. The form will detail the criteria for selection of winners in each award category. Communication channels will thereafter be opened between Lakewhyte Communications and all interested participants.

    How will the Nsafe Awards winners emerge?

    A shortlist of participants will ensue and the jury put together for the purpose of the awards will decide winners in line with the benchmarks and criteria for selection of winners in each award category. Winners who emerge after the jury sittings will be announced at the Nsafe Awards gala night.

    The Nsafe Awards verification team will visit projects and offices cited by organisations in their entry documents to have a first-hand feel of the stated projects and documents sent, in readiness for the jury sittings. All projects cited in the entry documents will go through a stream of video and still- photography and beneficiaries and/or employees of the organisation will be on the record. Most of the video evidence collected on the field during the verification process will be streamed (documentary) to the audience during the awards gala night. The jury has been constituted into a governing and decision-making organ for the Nsafe Awards. Selected jurors will be intricately involved in the various processes and provide input into the annual processes that determine the design, thematic focus and implementation of the Nsafe Awards.

    The Jury will sit on three occasions covertly; sifting meticulously through a stack of entries and matching individual entries against agreed criteria. The panel of judges for the Nsafe Awards will be primarily comprise of eminent and distinguished Nigerians who have left indelible footprints in the business, advocacy and communication terrain in the course of time. The impeccable men and women who make up the Nsafe Awards Jury will decide award winners for the gala night of glitz and glamour.

    What are the categories of the awards?

    The awards will recognise excellent SMEs in categories such as agriculture, agro-allied products, packaged foods, INFOTECH, furniture, textile products, oil and gas, metal works, among others. We will also have the most innovative SMEs category, the most improved SME category, the best governor in SMEs category and the best SMEs promoter category.

    Has the award gotten any backing from stakeholders?

    Sure. Let me quickly add that we have some eminent Nigerians who are backing us in this project because of their belief that the country’s accelerated industrial growth is guaranteed if adequate attention is paid to the SMEs, and that there should be a process to reward excellence in the sector. The eminent Nigerians include Alhaji Kankia, the Chairman of Katsina State Investment Company and a member of the Board of Directors of First Bank, and Pastor P. Z. Aginighan, one time acting Managing Director of the Niger Delta Development Commission (NDDC).

  • Lagos plans energy training institute to boost SMEs

    The Lagos State Government is to establish an energy training institute to supply the manpower needs of the developing power sector especially for small businesses.

    The Commissioner for Energy Resources, Mr Taofeek Tijani, announced this in an interview with the News Agency of Nigeria (NAN) at the weekend in Lagos.

    “We are establishing this energy institute, basically to bridge the gap available for increase in opportunities in the emerging power sector.

    “Really, as the sector is developing, we are having skills gap.

    “So many workers of the defunct PHCN are ageing and are now going out, and that is creating a deficiency.

    “We need to bring in young people to the sector; we need to train them and give them all the skills.”

    He said that the state government saw an opportunity in all these, hence the plan to set up the institute.

    Tijani said the privitisation of the power sector would open an avalanche of opportunities that could only be maximised by skilled personnel.

    He said that the institute would produce a new generation of power professionals to fully tap the anticipated opportunities in the developing sector.

    The commissioner said the institute, to be sited in Ikeja, would attract young graduates with science background who would be trained on the workings of the sector.

    He added that the state government would partner some corporate organisations with interest in the sector to fund some of the institute’s programmes, adding that government was yet to decide on its take-off date.

    Tijani, however, assured that government was doing its best to make the project a reality as soon as possible.

    He noted that the state government believed firmly in the emerging power sector and would support investors in the sector.

    He added that the government established three independent power plants in Alausa, Adiyan and Lagos Island as part of its effort to improve power supply in the state.

    Tijani said the state planned a 8.8 megawatts power plant in Mainland and another six megawatts plant in Lekki to further boost power supply.

    “We have about three IPPs that are operational now.

    “Two more are coming on board; one at Mainland that will service the Lagos State University Teaching Hospital and some of the old GRA infrastructure.

    “Another one in Lekki will take care of institutions in Lekki, the water schemes and those in Victoria Island, as well as street lights in those areas.

    “Both IPPs will deliver about 14.8 megawatts, and we are sure the delivery of these projects will further improve supply,” he said.

    Tijani said the government was aware of the power challenges faced by businesses in the state and was working with power investors to address them.

  • Etisalat sponsors 50 SMEs’ candidates’ training

    Etisalat sponsors 50 SMEs’ candidates’ training

    Etisalat Nigeria has carried out a five-day capacity building training for the successful top 50 candidates of the Etisalat EasyBusiness Millionaire Hunt at the Enterprise Development Centre, Pan-Atlantic University, Victoria Island, Lagos.

    Speaking on the initiative, its Head, Business Market Segment, Mr. Bidemi Ladipo, explained the reason behind the Etisalat EasyBusiness Millionaire Hunt and why the telco is committed to small and medium scale enterprises’ (SMEs) development.

    He said: “The major idea behind the Etisalat EasyBusiness Millionaire Hunt is to inspire  small business owners and help them grow. Etisalat is well aware that even though every business starts small, they have the capacity to become big. Now in its fifth year of operations in Nigeria, Etisalat has grown exponentially in the market.

    “The Nigerian society is rich with individuals blossoming with impressive business innovations, ideas, and initiatives that will add value to the real sector of the economy. This speaks to the remarkable entrepreneurial landscape of the country. Unfortunately, some of these good ideas lack financial capital.”

    Ladipo also said the telco is determined to see that small and growing businesses with viable business ideas get a chance to blossom and that the capacity building sessions will go a long way to educate the successful participants on how to grow successful businesses.

    Deputy Director, Enterprise Development Centre, Pan-Atlantic University, Mrs. Nneka Okekearu, lauded Etisalat for spear-heading an initiative that would “grow the Nigerian market and prepare its citizens for a better economic landscape”.

  • ‘Producing local apps for SMEs is gold mine’

    ‘Producing local apps for SMEs is gold mine’

    Elizabeth Kperrun, who has a diploma in Mass Communication from Ahmadu Bello University, Zaria and currently pursuing a B.Sc in Business & Entrepreneurial Management at the National Open University of Nigeria, developed Afro Talez, which presents traditional African Folktales in a fun, entertaining and interactive way for kids. The app won the Best Entertainment & Lifestyle App, in the MTN App Developer Challenge. Kperrun shares her experience in this interview with Bukola Afolabi

    When did you realise you wanted to become an app developer?

    I have varied interests actually. Sometimes I fear I suffer from a little attention deficit disorder (ADD) because I want to do so many things. Consequently, I dabble into buying and selling; I also have some fair knowledge of photography and do an occasional shoot here and there. I’m in the process of writing my first novel and have actually finished the pilot episode of a visual novel. But that one is strictly for grown-ups. In my spare time, I enjoy music a lot. I also enjoy cooking, reading and having intellectual discourse about topical issues.

    My love for mobile application development was quite accidental really. I came across a visual novel online and I liked it. So I decided to do a Nigerian- based one. When I started, my thoughts jumped to something similar I could do for kids. And that is how AfroTalez was born.

    So what steps did you take?

    I did a lot of research, which included visiting my mom, my grand-mom and aunts for a refresher course in some of these folktales. I then chose “The Tortoise, The Elephant and The Hippopotamus” as the pilot episode of the Afrotalez series. I rewrote the story to suit modern day language and designed the entire game including the interactive parts on paper.

    Sadly, I have no art or programming skills but I was determined to see this app come to life, so I contacted Idamiebi Ilamina-Eremie , the head of the team behind Titi Tilapia(a PC Game http://www.tititilapia.com) and shared my idea with him. He was very interested in the idea and we sat down to work on it. I also contacted another long-time friend and music producer Christoper ‘CikkO’ Ogbuehi to help create the music for the game. And that was basically it. A few months later, we had AfroTalez.

    It’s an awesome interactive android app that tells African Folktales while improving the mental capabilities of young children. We expect to create more stories every few months but would really love to see people’s response to this first one.

    What was the first app you developed?

    This is my very first app.

    Where do you get your inspiration for the app you created?

    On one hand, I have this indescribable love for children. Caring for them, playing with them, there’s a charm and innocence that comes from that experience. On another hand, I loved folktales growing up. Sitting with my grandma and being regaled with tales from back in the day was an enthralling experience. These two loves came together to birth AfroTalez

    What were the high points of your preparation?

    Research was the bedrock. Looking at the uniqueness of our product, it had to have solid grounding which is what research gives any work of art. Researching the stories for the app was an extreme high point. It took me straight back to childhood; to a time when life was simple, easy and fun.

    Did you know that you were going to win MTN App Developer Challenge?

    I was confident of what we put out there. I loved my app very much. It came out bright and colourful and beautiful. But it was still a contest and while I felt my app stood a very good chance, I was modest in my expectations.

    How do you feel about winning?

    I feel very elated, of course. It’s always nice to see efforts yield positive results. Also bearing in mind that this is the very first app I would be making, it has a very good vibe to it.

    How do you plan to maximise the platform which your winning has brought?

    I’ll ride on the six month publicity that MTN is so graciously providing and work hard to churn out an episode of AfroTalez in each quarter of 2014. The next episode should be out before the end of March and will be available on the MTN App Store, Google Play, Samsung App store and will also be available for download on our website www.afrotalez.com

    How have mobile users embraced the app and what kind of numbers have you churned out?

    I think AfroTalez has been received very well by almost everyone who has seen it; old and young. I was actually humbled by the number of downloads it got since it was uploaded onto the app store. We hope to gain traction with the publicity of our winning the best lifestyle and entertainment app in the challenge.

    Have you been able to monetise the application?

    No, not yet. But we plan to start selling subsequent episodes. Our pricing would not be exorbitant of course; just enough to keep us going.

    How do you intend to deal with the competition within the mobile industry and how will you differentiate yourself?

    I will keep researching new ways to entertain and educate children using interactive apps and games like AfroTalez. There will always be a novel idea out there or in my head. I think what differentiates me is the fact that I am creating uniquely African content but in a style that is universally appealing.

    How would you assess current level of local mobile applications development?

    I would say the MTN App Developer Challenge was an eye opener. I never knew there were so many Nigerian app developers with so much versatile content. It was really a pleasant surprise seeing what other young Nigerians were churning out. We’ve got great talents in abundance. We have decided to take our future into our own hands and create self-employment as well as provide a sustainable model for scalability.

    MTN has launched the MTN NextApps store for various platforms, how will this impact the development of mobile applications and related content for mobile uses?

    This is a very, very welcome development. MTN has inadvertently provided an enabling environment for up and coming talent to showcase what they can do and also put uniquely Nigerian apps on the global map. I think that this is the starting point and with greater support by all stakeholders, the industry will bloom.

    Would you say Nigeria has the local capacity to effectively support the growth and development of mobile content and applications?

    Yes we have sufficient local capacity to grow the industry. The contest has proven that many talented young individuals had been waiting for an opportunity like this to come up. With partnerships like this between MTN and CCHub, I see Nigerian mobile content and applications going places in the next few years.

    What advice do you have for the government or corporate bodies in a bid to strengthen the local mobile application industry?

    MTN has taken the first step. It is my sincere hope that the government and other corporate organisations will follow suit in a bid to support, promote and strengthen local talent and content.

  • DACCIMA seeks support for SMEs

    The President, Delta State Association of Chamber of Commerce and Industry, Mines and Agriculture (DACCIMA), Chief Uju Udeme has called on the government to support the development of Small and Medium scale Enterprises (SMEs). Udeme who made the appeal in an interview with the News Agency of Nigeria in Asaba, also canvassed the need for the Federal and State governments to identify SMEs that would contribute to the quest of providing employment and economic growth.

    He said one way the government could support SMEs was through the provision of adequate infrastructure.

    According to him, there is no doubt that SMEs can provide employment for many people , especially those in the rural areas. While stressing the need for government to initiate policies that could move the economy the country forward, the DACCIMA boss reiterated that the clamour for more support for SMEs stems from the sector’s huge potential to check rural- urban migration.

    Udeme noted that the growing unemployment rate in the country had made it imperative for the government and the financial institutions to collaborate and make SMEs a vehicle for economic development, adding that there is the need for the government to formulate policies that would encourage entrepreneurial spirit against the current focus on multinational companies.

    “SMEs in other African countries are contributing more than 50 per cent to their Gross Domestic Products (GDP) but unfortunately that is not the scenario in Nigeria; we have to grow in terms of SMEs contributions to the nation’s GDP,’’ he added.

     

  • SON seeks state govts assistance on fake goods eradication

    SON seeks state govts assistance on fake goods eradication

    The Standards Organisation of Nigeria (SON) is seeking the support of both state and local governments and their agencies to fight the menace of fake and substandard goods.

    Its Director-General, Dr Joseph Odumodu said the products hinder the viability of small and medium scale enterprises (SMEs).

    He said the transformation of the economy and improvement of the standard of living of Nigerians would require coordinated efforts, to enable SMEs to grow.

    He added: “Fighting sub-standard products at the centre is only a part of it. We need to start collaborating with state and local governments to take the fight to the grassroots.

    “I believe that the major way we can transform this economy is through the small and medium scale enterprises and we have been discussing with relevant state authorities to see how we can support SMEs to make quality products for not just domestic consumption but international exports.

    “I have taken time also to visit a number of companies and I am quite impressed with what I have seen. A lot of work needs to be done and the work has started.”

    On its operation at the ports, he said SON does not operate at the nation’’ entry ports and could not regulate the importation of sub-standard products into the country.

    He said: “SON at this time does not operate at the ports. That is why we have changed our strategy to ensure that products destined for our markets are known to us. In the last two and a half years, we have reduced the number of sub-standard products from 80 to less than 40 per cent.”

  • Niche marketing trends among SMEs in Nigeria

    Niche marketing trends among SMEs in Nigeria

    A niche market defines the product features aimed at satisfying specific target audience. It is the act of segmenting the market for a specific product and marketing intently to a small subset of the market.

    Small and medium scale enterprises in Nigeria have resorted to niche marketing to provide a product or service that focuses on specific clients’ needs.

    Managing Director of an online marketplace Kaymu.com.ng, Massimiliano Spalazzi, has expounded on the concept of niche marketing and how it affects SMEs in Nigeria.

    Kaymu is a safe online market place where buyers and sellers meet and make the best deals for used or new products, such as smart phones, computers, home appliances fashion and clothing, at the cheapest price thanks to the fixed or auction pricing system. According to Spalazzi, niche marketing provides an attractive opportunity for small and medium scale enterprises to compete against the scale economies that mass marketing competitors achieve. As opposed to mass marketing, niche marketing encourages business owners to stake out unique market spots, especially online.

    Niche markets consist of groups of customers who have a similar demographic, buying behaviour and lifestyle characteristics. Understanding target customer segments is a crucial factor in determining whether an operation has the resources, interest and business elements necessary to meet the needs of the prospective consumers.

    “It is no doubt the internet is here to stay and has brought with it amazing opportunities like marketing a niche product to a wider audience. Small scale business owners on Kaymu.com.ng are using the online market place and leveraging online platforms to grab the attention of their target audience, and obtain a wider audience reach while taking full advantages of the marketing opportunities provided by the online marketplace”, Spalazzi stated.

    Many Nigerians appreciate the convenience and speed of online shopping and SMEs who operate niche markets use online marketplace to grow the size and reach of their operations.

    ”Shopping has never been simpler as individuals who seek a specific niche product can search for variety on the Kaymu platform at the click of a button. Some examples of fast selling niche products on Kaymu.com.ng are weight-loss products, fish food and natural health products”, he added.

    Specialising in niche marketing allows SMEs enjoy a competitive advantage over mass marketers at the online marketplace. This is because online shoppers shop majorly by category. A niche marketer with a shop on Kaymu is identified by the buyer when the result of their filtered search comes up.

    In addition, offering an innovative product provides the ‘all-in-one’ solution to meeting client’s demands that mass marketers who offer larger selections lack.