You’ve built a B2B SaaS product that solves a real problem, maybe even in more ways than what international alternatives can and you’re thinking about acquiring customers.
In emerging markets, particularly Nigeria, the willingness and ability to pay full value for software are low, yet the demand for innovative solutions is undeniable. Nonetheless, you have bills to pay and tech is expensive.
Based on my experience launching SaaS products in Nigeria, this is what I wish I knew.
Digital marketing isn’t enough
Digital marketing and nice looking billboards are perfect for building brand awareness, but in Nigeria, and in many other emerging markets you close deals with handshakes over a bottle of Glenfiddich.
Nigerian businesses value face-to-face interactions and personal relationships. While digital marketing has helped me generate leads, it was the human touch that ultimately got money in the bank.
That said, digital marketing is important. Use it to build your brand, generate leads, and nurture early adopter relationships. Host webinars, attend industry events, run demos and execute PR to establish credibility.
Price for the market, but don’t undervalue your product
Let’s face it: Nigerian customers are price-sensitive, especially when considering local alternatives. They’re used to free trials, discounts, and haggling. But that doesn’t mean you should undervalue your product.
The key is to communicate the value you’re delivering clearly and consistently. If your product solves a problem; whether it’s employer of record, streamlining operations, or improving efficiency customers will pay, but only if they see and appreciate the ROI.
Target Decision-makers directly
Time is money, and waiting for your sales team to work their way up the organizational ladder is a waste of both. Decision-making is often concentrated at the top, so your best bet is to target decision-makers directly. This could be the CEO, CFO, or head of IT, depending on the organization’s size, structure, and your product.
From my experience, outreach through introductions works best. Instead of generic template emails, write tailored messages that speak directly to the decision-maker’s pain points. For example, if you’re selling a SaaS product to SMEs, highlight how you can help the owner save time and money within their specific context.
If it’s a larger enterprise, focus on how your solution helps your key stakeholder get promoted (yes, people care about this) and how easy it is to integrate your product with their existing systems.
The goal is to make it easy for them to say “yes” without getting stuck in the wheels of bureaucracy.
Patience and staying power: Your greatest assets
Launching a SaaS product in Nigeria is a marathon. It might take months, or even a year, before you see real traction.
I’ve seen teams get discouraged after a few slow months, but the reality is that trust and adoption take time. Nigerian businesses are cautious, especially when it comes to new technology.
They want to see proof that your product works and that you’re here to stay for the long-term as a business.
Importantly, the average executive fields tens of inbound requests daily, so don’t assume the approval for your product is automatically making the rounds. You have to be consistent with following up while being patient with the process.
With your sales team, set clear expectations and KPIs, but understand that building relationships and closing deals takes time. Celebrate small wins along the way, like pilot projects or early adopters, and use them as social proof to build momentum.
Build for the Many, Not for the Few
It’s tempting to over-customize your product for your first customer or your biggest customer. This is a slippery slope. It’s important to listen to feedback, but you have to be careful not to build features that only serve a single customer.
Building for one customer can result in a product that isn’t scalable scale or doesn’t appeal to your broader target market. Instead, focus on feedback that applies to many, not just one.
For example, if your biggest customer requests a feature that only they will use, think twice before prioritizing it. On the other hand, if multiple customers highlight the same pain point, that’s a sign you’re onto something.
Closing thoughts…
Launching a SaaS product in Nigeria, as with any other business here isn’t for the faint of heart. It requires a deep understanding of the market, a willingness to adapt, and a lot of patience. But if you get it right, the rewards will follow you.
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About Adeoluwa Oni
Adeoluwa Oni is a product strategy expert with 10+ years of experience in product development, go-to-market strategy, and digital transformation in financial services. He has led cross-functional teams to drive innovation and operational efficiency.
Passionate about career development and entrepreneurship, he mentors through the Tony Elumelu Foundation and founded Incrova, a community for career growth. A PMP-certified professional and Kaplan-Norton Balanced Scorecard expert, Adeoluwa is committed to fostering innovation and creating lasting business impact.
