thThe following four analyses will provide the information needed for you to form the core of a communication strategy.

Recall that the overall purpose of strategy is to develop the best way to make people’s life better, and all strategies consist of three interlocking processes: identifying the problem, guidelines, and action steps.

The information used in the analyses below are acquired from published writing, interviews, focus groups, and surveys.

Problem Analysis

I like to start with a problem. I think of the problem as a bucket to hold the messages about products and services.

A review of recent literature on the problem and examination of existing techniques that deal with the problem. This formative research helps to understand the audience and how segments of that audience perceive the intervention benefits and costs, identify the most appropriate places to reach each segment, and determine the best promotional tactics for bringing about the desired change.

Make preliminary decisions about audience segments, behavioral recommendations, and the factors they may have to address to bring about change.

Context Analysis

Strategic communication seeks to alter environments by providing options outside the normal set for a person to choose. The more that messages are designed for particular contexts, the greater the impact.

Clearly describe the intended audience at the time that they will absorb the messages. Answer the following questions:

  • what are they doing?
  • who are they with?
  • where are they?
  • where are they going?
  • which stage of life are they in?

Channel Analysis

Identify the pathways through which messages, products, and services can be delivered. This includes electronic and print media to social networks and opinion leaders.

It is necessary to inventory all the places where a person encounters messages and these in turn become possible channels to use. Through exploring channels, you will not only know what channels the population is exposed to but what are most influential and important.

The more channels accessed, the greater the impact of the messages.

Network Analysis

From the previous analyses, you can begin to isolate the value of accessing audiences at the right time.

Partnerships developed from a mutual interest in helping to solve the problem have a good chance of succeeding if the partnership increases the number of available channels for messages within a targeted environment.

Partnerships can be between private voluntary organizations, religious organizations, commercial organizations, and various governmental organizations.



nsisongnairaSeveral parts of the Nigerian economy, particularly the telecommunications and technology industries, have experienced booms in the past few years that have created a more favorable business climate for small-scale businesses. Nigerians have, at the same time, also become more demanding consumers. Several types of small-scale businesses stand a good chance in the current Nigerian business climate.

  1. Braiding Hair/Salon Business

    • Nigerians are very fashion-conscious, so any business that capitalizes on this fact is bound to make it. Women, in particular, are a good target market because of the frequency with which they patronize such businesses. Although a worthwhile investment, the downfall to opening up a salon business in Nigeria is that the market is currently over saturated.


    • Trading has always been a staple in the Nigerian business economy and hasn’t lost steam in the past few years. Items to be traded range from clothing, shoes, bags and makeup to Christian books, technological equipment like flash drives, laptop bags and rewritable DVDs. In addition, providing telecommunications and technological services to Nigerians at reasonable rates are worthwhile business ventures.

    Event Planner/Coordinator (e.g., Wedding Planner)

    • Event planning is big business in Nigeria. It is a difficult industry to break into, though, because of the high standards that have been set by its current practitioners. An event planner would have to begin by building a clientele and making a name for himself before being able to command high fees.

    Club Promoter

    • A club promoter brings exposure to any night-time event. Their duties might include making posters, organizing advertising and media coverage, inviting guests and generally ensuring a desirable atmosphere at the event. Club promoters are often more successful in big cities like Lagos than elsewhere in the country.

    Makeup Artist

    • Makeup artistry in Nigeria is becoming more recognized as a bona fide career path. Beginning makeup artists can command a modest sum of money and generally fare better if they can perform other duties like styling head-ties and outfits for traditional weddings.

    Tailoring/Fashion Design

    • As the fashion industry explodes, so does the demand for highly stylized clothing. In metropolitan cities, highly professional tailors can command an impressive amount of money for every outfit they sew but generally have to meet relatively high standards. Fashion design requires more start-up capital but is a reachable goal for a motivated individual.

    Catering Services

    • The various aspects of event management that used to be managed by families and friends are now being outsourced to professionals. A caterer would not only prepare an assortment of dishes for occasions but also make adequate preparations for dishing out and serving the meals at the occasion. Nigerians are used to, and expect, a very high quality of service in this area.

    IT Consulting Services

    • One niche market that is quickly expanding in Nigeria is the IT business field. As more and more people begin to use technology, the demand increases for tech-savvy consultants to solve various IT-related problems. This business depends more on knowledge and expertise than outright capital, which makes it a good small-scale business to begin.

    Web Designer

    • Web designers are in high demand because of their ability to bring exposure to any business. Potential web designers must be experts in their field.



PRODUCTIf you are in the information business then you really do need to create your own products rather than promote other people’s. If you have your own products then you immediately build your credibility as being someone who knows a lot of information in that particular niche.

However perhaps you are not sure what product to create and you just need some step-by-step help on what to do. In this article I am going to show you some steps that you can take to help you with your product creation.

What product will you create?

Think about the times when you wanted to find out something related to your niche. Perhaps you wanted to find out how to do something and you did a search online and it was really difficult for you to find that information. Perhaps it took you a few days before you finally found some help. That is the type of product that you could create yourself. If it took you a long time to search for an answer there are likely to be other people also wasting time trying to find that help.

What will your format be?

Now think about what kind of format you want your product to be in. For digital products it can be a written format such as an e-book or audio or video. If you are creating a product that people need to actually see in order to understand the information then you obviously need to create a video.

However if that is not the case then you can create either an audio or an e-book. Audio product creation is far quicker and easier than writing an e-book and people listening to an audio gain a deeper level of understanding too.

Your Outline

Once you have decided the format your product will take, write down an outline of everything that you want to include in the product and everything that you know about that particular topic.

When you have an outline and structure of what you will include in your product you can begin creating it.

  • If it is an e-book then just start writing using your outline to break it down.
  • If it is an audio product then again use your outline and teach the information and record yourself doing so.
  • If you are creating a video series then record the parts that are necessary for people to actually see in order to understand. Make sure your camera is steady so that the picture quality is good.

If at any point you get stuck and you feel you don’t have enough knowledge about a sub topic then go away and learn it so that you can make your information complete.

Once you have actually created the content for your product you can go back and edit anything that needs to be corrected.

Now package your product together and upload it to your web page and write a sales letter that shows people what problem your product will solve.

Then you can market your product to your email list or using other marketing strategies online.


NNNNThe simplicity of the design of a website plays an important role in its success. The most important success factor for every website is its ability to offer substantive and qualitative content in the least complicated manner. These days, one finds several websites overflowing with unrelated advertisements and social media widgets, which can be really distracting to a visitor. It is generally advisable to keep your web page as neat as possible. This will surely help you keep the visitor hooked and cause less confusion in the visitor’s mind, allowing him/her to grasp the web content better.

The following steps will help designers to create websites which keep the clutter minimal and simplify the web design:

Visitors should be given enough space to read web content:

An upcoming trend among big internet players as well as other website owners, is to host as many number of links as possible on a single web page. The sole logic and idea behind this is to increase the probability of the number of visitors clicking on some paid advertisements. These advertisements ensures a regular revenue flow to these website owners. The clutter of website links all over the page can even prove to be annoying to a visitor. While it is important for the website owner to host links to ensure consistent revenue, they should be well designed and structured on the web page so as to enable the visitor to view web content without any obstruction from the links.

Effective web design to attract visitors:

If you are a small scale website owner and are looking to gain success, then the foremost thing you need to concentrate on is poaching the visitors of all the big websites in your or related field. Differentiating your website to cut the clutter, is the only way possible to achieve this. Therefore, If the top websites are offering a clustered web layout to their visitors (which they generally do), one can think of doing the opposite, by focusing more on the content and quality of your web page. A fresh and different look to your website is bound to attract more traffic.

Facilitating focused attention of the visitors:

While the traffic on big websites majorly comprises of those who may just be browsing through for random trivia or information, it is the small scale website owners who need to attract visitors who will stay loyal, so as to build long term consistent traffic. Hence, it is of utmost importance that web pages are so designed that visitors stay more focused on the content which you have to offer, rather than random social widgets and links. Hosting paid ads and links has no effect on the popularity of these websites. The only impact they seem to have is that they increase your short term revenue. However, what you need is consistent incoming traffic, which would ultimately bring you revenue.

Web Design to be based upon the purpose of the website:

The purpose of creation of your website is another point for consideration. The primary goal and purpose behind the website is the main inspiration behind the chief layout and web design. Within the first few minutes of visiting your website, the visitor should instantly get a feel of the nature and purpose behind your website and this would enable the visitor to understand the web content easily.