In Nigeria’s rapidly evolving EdTech landscape, early-stage startups face the dual challenge of building trust and gaining traction in a competitive market.
While technology is essential to modern education, it’s often the human connections and community-driven efforts that make the difference between success and stagnation.
As I’ve learned from my experience working in education technology with platforms like Twinkl and TopSet, building a strong community is not just about having a great product—it’s about leveraging local networks to create lasting relationships.
Why Community Matters in EdTech
Community is the cornerstone of growth, particularly in a market like Nigeria, where trust is built through local relationships.
According to the World Economic Forum, EdTech investments reached $18.66 billion globally in 2019, and the pandemic has accelerated the adoption of digital learning in Nigeria. Still, for startups, scaling requires more than just technology—it requires local buy-in.
At TopSet, I saw firsthand the importance of engaging learners directly, ensuring they stayed on course and met their educational goals.
This was especially true for language learners, where motivation and consistent engagement were critical to success.
Similarly, research by Briter Bridges highlights that African EdTech solutions are expected to grow by 70% over the next five years, driven by the need for quality education and access to digital learning. However, startups must cultivate a loyal community to capture this growth.
Identifying and Engaging Local Networks
One of the most effective ways for EdTech startups to grow in Nigeria is by leveraging local networks—schools, educators, parents, and even religious or community groups.
During my time at Twinkl, we worked closely with educators to develop training materials that met their specific needs, ensuring our resources were both practical and relevant.
This kind of localized approach helps startups gain early adopters who feel like stakeholders in the product.
Nigeria has over 62,000 public primary schools and 14,000 secondary schools across its 36 states, according to UNESCO. Partnering with schools is a natural starting point, offering both reach and influence. Engaging teachers builds credibility, while parents—especially through Parent-Teacher Associations (PTAs)—play a vital role in product adoption.
Hosting workshops or information sessions that demonstrate the practical benefits of your EdTech solution can turn skeptical parents into advocates.
Partnerships for Success
Beyond local networks, forming partnerships with other key stakeholders can significantly accelerate growth. At TopSet, we made great strides by listening to our learners and working closely with them to refine their experience. For EdTech startups, partnerships with NGOs, government agencies, or local influencers can provide valuable market entry points.
For example, aligning with Nigeria’s Universal Basic Education Commission (UBEC), which oversees primary education, could provide an avenue for introducing digital learning tools into public schools. Additionally, working with teachers’ unions and educational bodies ensures that your product is not only adopted but integrated into the classroom.
Building Trust through Pilot Programs
One of the best ways to build trust within a community is through pilot programs. Start small, focus on a specific school or region, and demonstrate tangible benefits. This is particularly effective in Nigeria, where educational challenges vary across regions. A pilot program not only allows you to test and improve your product but also creates local success stories that can be shared with other schools or communities.
At TopSet, small-scale rollouts were key to our growth. By engaging learners individually and providing targeted support, we were able to show measurable progress. For EdTech startups, a pilot program in a state like Lagos, which accounts for over 12% of Nigeria’s primary and secondary school students, can provide the data needed to demonstrate the effectiveness of your product to a broader audience.
Fostering Online Communities
In addition to physical engagement, digital platforms offer another layer of community-building. With over 108 million internet users in Nigeria (per Statista 2023), online communities can foster collaboration among teachers, students, and parents. At Twinkl, we found that creating online spaces for teachers to share resources and experiences added significant value to our product.
Platforms like WhatsApp, Facebook, and Telegram are widely used in Nigeria and can be leveraged to create groups where users interact, ask questions, and share their experiences. These online communities also serve as a form of organic marketing, driving customer engagement and retention.
Scaling Your Efforts
Once you’ve built a strong community in one area, scaling becomes easier. Use local success stories to approach other schools or communities, showcasing the tangible results your product has delivered. At TopSet, focusing on continuous feedback and improvement allowed us to scale effectively because we had a proven track record with our learners.
Tailoring your community engagement strategies to specific regions in Nigeria is key. For example, rural areas may require different approaches, such as mobile-based learning solutions, which currently account for a 52% penetration rate of mobile internet users in Nigeria (according to DataReportal). By scaling thoughtfully and focusing on localized needs, your startup can grow sustainably across the country.
Data-Driven Insights for EdTech Growth
- 62,000+ public primary schools and 14,000 secondary schools offer a massive potential market for EdTech solutions.
- Internet penetration in Nigeria is high, with 108 million users, providing a significant digital community-building opportunity.
- $18.66 billion in global EdTech investments shows there’s demand, but local networks will make or break your growth in Nigeria.
- Nigeria’s EdTech growth is projected at 70% in the next five years, making community-building a crucial part of early-stage success.
Call to Action
For early-stage EdTech startups in Nigeria, now is the time to invest in building your community. Start by identifying local networks, engaging with schools, educators, and parents, and leveraging both physical and online partnerships. Pilot programs and localized approaches can provide the trust and credibility needed to scale.
If you’re an EdTech entrepreneur looking to grow, consider how you can contribute to the existing ecosystem. Whether through partnerships, localized content, or fostering online communities, every step you take to build meaningful connections will drive your long-term success.
Join the conversation: Share your own experiences and strategies for building community-driven growth in EdTech. Together, we can transform education in Nigeria.
About Chiaka:
Chiaka Unegbu is a seasoned business development professional with a proven track record of driving growth and innovation in the Education Technology sector. She has led transformative initiatives, such as managing Twinkl Nigeria’s digital presence to enhance user engagement and implementing strategic sales processes at TopSet Tutoring, resulting in improved client satisfaction and strengthened customer relationships. Chiaka holds a degree in Industrial and Applied Mathematics from the Federal University of Technology Owerri and is currently pursuing an MBA at Nexford University. She is certified in project management, digital marketing, and data analytics, reflecting her dedication to continuous professional development. Passionate about fostering sustainable development and building impactful partnerships, Chiaka also mentors young professionals through Teach For Nigeria. In her free time, she explores emerging technologies and contributes to community development initiatives. Connect with her to discuss collaborations or industry insights.
