The "BUSINESS - 2 - CONSUMER Partnership" - Embodies the future ofBusiness

2012-05-18T07:02:00.000-07:00

Corne Ferreira

More than 2 decades ago, my first "green" start-up, where I successfully introduced, Consumer participation, as part of an inclusive, structured and transparent process, benefiting millions of ordinary citizens and aggressively advancing broader societal interests, without compromising business objectives, ensuring the emergence of large financial & industrial, both listed and privately owned organizations in Southern-Africa and across the African continent today, publicly known as "The Genesis of empowering relationships”, creating quality and profitability, despite competitive markets. This makes the “Business - 2 - Consumer Partnership” model the most responsible solution to ensure jobs, justice, and equity. In 1995, I publicly stated: “Our companies future success will rely on whether we keep on delivering on current, and establish more meaningful relationships with our communities, in which we operates”.

Business leaders with the ability and understanding, of what it takes, to balance their business objectives with broader societal interests and aspirations, to establish relationships that goes beyond the traditional" supplier - buyer “interactions, will stay meaningful and profitable for many years to come. The pace of growth is currently threatened by rising inequality and the marginalization of whole sections of society. Failure to generate equitable growth could result in a demographic disaster marked by rising levels of youth unemployment, social dislocation, and hunger. All indicators show that growth in Africa will accelerate to 5.5% this year from 5% last year. The benefits of this expansion so far were not equitable, Africa is on its way to become a preferred investment destination, a potential pole of growth, and a place of immense innovation and creativity, but there is still a long way to go. Business Leaders and not only Governments must turn their attention to those who are being left behind.

The emergence of new economic powers compelled Business Leaders and Managers to look beyond their traditional borders, where conventional thinking is rapidly replaced by a new set of realities and Consumer eccentricity's, different from the “developed country consumer" the “emerging market consumer” is far from affluent, homogeneous and does not respond in familiar and predictive ways, but with unique values, perceptions, constraints and drivers. In 1995, I publicly stated. “I believe that our reputation, success and ‘long-lasting relationships, knowledge of the Market, coupled with Profit Sharing, will ensure sound Financial Success and dividends for every one”

Effective Market penetration and accurate delivery on Consumer demands and expectations, with maximum efficiency at the lowest cost, is no longer the exception but rather the norm. The product development model must incorporate grassroots level Consumer research and needs analysis, focusing on specific cultures and geographical areas. Flawless execution in connecting with Consumers is only possible, within strategically placed and cemented relationships, of trust, with the inclusion of broader societal interests, through representative structures.

I approach every new venture with the Consumer center to strategy, the stakeholder with the ultimate influence to either, advance or reject every project of every business, every time.

It’s about caring, caring makes a huge difference, when combined with your talents, behaviors, and experience, it enables you to dig deeper and perform better than anyone.

Our digital era, with innovative technology and convergence are taking all sorts of businesses into areas where they're interacting directly with Consumers. Leaders of established Businesses are finding it very challenging to make the transition from the "old" to the "new" Business Model. Companies must reposition and claim their space on a new value-chain, with the most valuable "spot,” closest to the “value" - the consumer. The “Business - 2 - Consumer Partnership,” not only secures, but ring-fence the Consumer base, and becomes a safe haven for the "Emerging Market Consumer” with limited knowledge, like most first time buyers, and open for abuse. New efforts towards “standardization” of Consumer behavior, through demand creation marketing, is shortsighted and nothing else than the alienation of the Consumers nature.

Empowerment of the Consumer base guarantees a prosperous “Business - 2 - Consumer Partnership.” Consumers, who know better, choose better and are confident in expressing their needs and aspirations. This is a very powerful and valuable source of information to Business Leaders and managers for ensuring innovative solutions and product offerings, beyond Consumer expectations. I publicly stated in 1996 “We need to listen to our clients’ needs and aspirations and make it our job to give them what they want”

Within the "Business - 2 - Consumer Partnership,” Business Leaders and Managers embrace innovative technology, as servant, and not master to strategy.

Africa, has a population of 1 Billion with 650 Million mobile phone users * (65% of population), with only 135 Million Internet users - mobile & desktop (13.5% of the population) and 38 Million Facebook users * (4% of population), the very low online activity explains the lack of reliable Consumer data. Mobile network operators, hoping to use Customer life-cycle management, face a vexing challenge; how do you manage a relationship with Customers you barely know? People buy prepaid SIM (Subscriber identity module) phone cards, generally from third party vendors, as easily as they buy cans of soda. * Prepaid subscribers represents * (95%) of Africa's total mobile users (650 Million). Since no information is exchanged, mobile operators don't have basic Consumer data regarding their prepaid customers, such as age gender and address.

The "Business - 2 - Consumer Partnership" is much more than a Business Model, Business Models change with the territory, where the "Business - 2 - Consumer Partnership" is a way of doing business, relationship driven, with mutual respect and trust, coupled with a willingness and ability to deliver.

Business leaders have access to fact based strategic insights, to better serve broader societal interests, without a narrow and self centered approach, which will work against any form of sustainability. The decisions of Business Leaders and Managers will not be judged by the Consumer, based on their intentions, but on the outcome. This might sound simple, but it's far from easy, but without a doubt, worth the effort. Business leaders must think long-term, it's easier said than done, in an environment where faster is better and change the norm, not always for the greater good. It requires courageous and confident leadership to balance innovation with sustainability.

“Nobody has all the answers, just by staying true to ourselves make us unique. Never gang up with the crowd; it's the fastest track to mediocrity. Attempting audacious packs of extraordinary behavior takes a team supporting you, which why it can't always be about you”.

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THE "BUSINESS - 2 - CONSUMER PARTNERSHIP" - EMBODIES THE FUTURE OF BUSINESS

The "BUSINESS - 2 - CONSUMER Partnership" - Embodies the future ofBusiness