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You Can’t Growth-hack a Product that is Not Solving Problems, says Tobi Adekunle

“Everything is tied back to strategy.”



Tobi Adekunle, Growth-hack
Tobi Adekunle, Marketing Manager, Eskimi West Africa

As the digital world evolves, giving rise to the increased demand for growth marketing as a result of the ever changing market and changes in consumer preferences, growth hacking has been continually leveraged as an innovative low-cost strategy to help developers make superior products, keep up with trends, identify potential investors, and understand where their products and services are most valuable.

However, not without challenges as Tobi Adekunle, Marketing Manager, Eskimi, West Africa, points out that growth marketing shouldn’t only be about selling products or selling services, but rather about changing behaviour, making an impact, delivering value.

“You can’t growth-hack a product that is not solving anything, or a product that is not meeting people’s needs, because it is when your solution is hinged on the principle of delivering value that you can growth-hack.”

“Growth marketing is about growth. And when I say growth, what I mean is revenue, new customer acquisition, and retention. But it also goes beyond growth, because growth starts from you identifying the problem you want to solve, how you want to solve it, the impact you want it to make, how you intend to make this impact, and the value you want people to get from using your products. If you leave out these key things, you’ll not only fail, but you’ll also end up creating a product that is not needed in the market,” Adekunle shared.

The first step probably is to demystify the myth that growth hacking is only meant for startups. As much as it is an effective strategy for startups, growth hacking also matters to large corporations as it helps companies explore innovative ways to achieve their objectives and expand their customer base.

To achieve these growth-oriented goals, Adekunle advised growth marketers to take into key consideration the challenges at different levels in the growth hacking funnel in order to build a successful growth hacking strategy.

“Everything is tied back to strategy,” he explained.

“As a growth marketer, you are faced with the challenges of acquiring customers, retaining customers, and driving revenue for organisations, and this is because some products are serving the same customers; everybody is struggling for the same market. Sometimes it would seem like you don’t know what you are doing or you don’t have the best of strategy, meanwhile it might probably just be that the market is saturated with enough products and people have options, and they don’t find yours valuable. So, you can come up with all the sales promo, and all the growth hacking strategy, but if you are not addressing people’s pain points, offering value, or providing solutions to problems, people will still not use you.” is on a critical mission; to objectively and honestly represent the voice of ‘grassrooters’ in International, Federal, State and Local Government fora; heralding the achievements of political and other leaders and investors alike, without discrimination. This daily, digital news publication platform serves as the leading source of up-to-date information on how people and events reflect on the global community. The pragmatic articles reflect on the life of the community people, covering news/current affairs, business, technology, culture and fashion, entertainment, sports, State, National and International issues that directly impact the locals.


Kingsley Adonu’s Journey: A Tale of Hard Work and Dedication in the Telecom Industry



In the fast-paced world of telecommunications, success is often attributed to those who demonstrate exceptional dedication and hard work. Kingsley Adonu’s remarkable journey stands as a testament to these qualities, paving the way for him to become a valuable partner with MTN, a leading global telecommunications company.

Adonu’s story begins with a humble background, where he cultivated a strong work ethic from an early age. His relentless pursuit of excellence caught the attention of industry leaders, setting the stage for a career marked by determination and resilience.

One of the key factors that propelled Adonu to success was his unwavering commitment to learning and staying ahead of industry trends. He immersed himself in the dynamic world of telecommunications, acquiring the knowledge and skills needed to navigate the rapidly evolving landscape. Adonu’s continuous pursuit of knowledge not only enhanced his expertise but also positioned him as a visionary in the field.

As he climbed the career ladder, Adonu faced numerous challenges, but his tenacity and commitment to overcoming obstacles set him apart. His ability to adapt to changing market dynamics and capitalize on emerging opportunities made him a standout professional in the telecom sector.

Adonu’s pivotal moment came when he aligned his efforts with MTN, a global telecom giant known for innovation and cutting-edge technology. Recognizing Adonu’s track record of hard work and dedication, MTN saw a valuable partner in him. The partnership marked a significant milestone in Adonu’s career, opening doors to new possibilities and avenues for growth.

The success of Adonu’s collaboration with MTN can be attributed to his strategic vision and innovative thinking. As a partner, he played a crucial role in steering the company toward continued success, contributing to its expansion and influence in the telecommunications market.

Kingsley Adonu’s journey serves as an inspiration for aspiring professionals in the telecom industry. His story underscores the importance of hard work, dedication, and a passion for continuous improvement. Adonu’s ascent to becoming an MTN partner is a testament to the transformative power of perseverance and a relentless pursuit of excellence in the dynamic world of telecommunications.

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Meet Kingsley Adonu



In the dynamic world of entrepreneurship, there are visionaries who not only navigate the business landscape but redefine it. Meet Kingsley Adonu, the Founder and Chief Executive Officer of the SMobile Group, a conglomerate that stands as a beacon of excellence and diversity in the global business arena.

Kingsley Adonu is a visionary entrepreneur and the Founder of the SMobile Group, a conglomerate synonymous with excellence and diversity. As the Chief Executive Officer, he has steered the group to remarkable heights, overseeing a spectrum of businesses that span across Telecommunications, Oil and Gas, Real Estate, Hospitality, Water Production, Agriculture, Technology, E-commerce, Energy, Sports, Entertainment, Education, Health, Logistics and Financial Services, with branches extending globally to UK, USA, China, South Africa, and Canada.

Under Kingsley’s astute leadership, SMobile Group has emerged as a major partner for MTN, evident in the impactful presence of the SMobile brand in the telecommunications landscape. His strategic insights and forward-thinking approach have positioned the group as a dynamic player in multiple industries.

Beyond the boardroom, Kingsley Adonu is a dedicated philanthropist, committed to making a positive impact in communities. His philanthropic efforts extend beyond business, reflecting a deep-seated belief in the responsibility of successful individuals to contribute meaningfully to society.

Kingsley’s influence is not confined to national borders; he has actively participated in numerous international telecom conferences, further enriching his understanding of global industry trends and fostering valuable connections with industry leaders worldwide.

With an unwavering commitment to excellence, Kingsley Adonu continues to inspire and lead the SMobile Group towards new horizons, blending business acumen with a passion for positive societal change.

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MyShopLauncher (MSL) Launches to Empower African SMEs with Revolutionary E-Commerce Platform, Unparalleled Support

Reporter: SANDRA ANI



MyShopLauncher team at the launch of the eCommerce platform for startups and SMEs in Nigeria.

Today marks a significant milestone as MyShopLauncher proudly announces its official launch, bringing forth a groundbreaking e-commerce platform designed to redefine the landscape for small and medium-sized enterprises (SMEs) in Africa. 

According to statista, the revenue in the E-commerce market in Africa was forecast to continuously increase between 2024 and 2028 by in total 15 billion U.S. dollars (+48.88 percent).  

After the sixth consecutive increasing year, the indicator is estimated to reach 45.72 billion U.S. dollars and therefore a new peak in 2028. 

L-r: Akintunde Opawole, head of Product; Tochukwu Udunwa, Product Marketing Manager, and Susan Agbor, Head of Marketing, all from MyShopLauncher, during the launch of eCommerce platform for startups and SMEs in Nigeria.

A Vision Fueled by Empathy 

Founded two years ago, MSL’s inception was rooted in the recognition of the struggles faced by African merchants managing their businesses manually.  

The MSL team embarked on a journey that involved extensive conversations with entrepreneurs, surveys, and rigorous testing of theories.  

This painstaking process led to the development of a product that not only offers a no-code e-commerce storefront free of charge but also reflects a genuine commitment to the welfare and growth of SMEs. 

More Than a Platform: A Caring Community 

At the heart of MSL’s mission is a desire to forge connections that extend beyond business transactions. Beyond providing no-cost storefronts, MSL is dedicated to creating real bonds with business owners, offering support, guidance, and the tools needed for success.  

This commitment goes beyond the conventional, embodying a genuine care and concern for the thriving of SMEs in Africa. 

MSL’s Unique Selling Propositions (USPs) – A Platform with Heart: 

  • No-Cost Storefront: MSL offers a no-code e-commerce storefront, empowering merchants without any upfront charges. 
  • Customer Centricity: Beyond transactions, MSL is driven by a deep commitment to understanding and meeting the unique needs of each business owner. 
  • Educational Support: MSL provides free access to educational resources and coaching to accelerate the growth and development of SMEs. 
  • Real Connections: MSL fosters genuine connections, creating a community where business owners are not just clients but valued partners on the path to success. 

In an era where commerce often feels transactional, MSL stands apart as a platform with heart, a platform driven by the vision to uplift, empower, and support African SMEs. As we launch, we invite entrepreneurs to experience not just a product but a community—a community that cares deeply about their success. 

“At MSL, we believe that the success of SMEs is not just about transactions; it’s about building relationships, understanding aspirations, and providing unwavering support. Our platform is not just a tool; it’s an extension of our commitment to the dreams and growth of African business owners.” — Akintunde Opawole , Head of Product of MyShopLauncher. 

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