Role: Marketing Strategist – Launch & Go-to-Market (April 2021)

Situation
M-KOPA is an emerging-markets fintech platform that provides affordable smartphones embedded with digital financial services to everyday earners across Kenya, Uganda, Nigeria, Ghana, and South Africa. When M-KOPA decided to launch in Nigeria, it faced a crowded device financing market and needed a compelling proposition to drive rapid adoption among lower-income segments.

Task
Develop and execute the Nigeria launch strategy and go-to-market plan ,including a competitive landscape analysis, target audience profiling, and a communication platform that resonates with pay-as-you-go consumers.

Action

• Competitive & Consumer Insight: Mapped out existing financing and mobile phones PAYG offerings, identified gaps in handset financing, and profiled the “Every Day Earner” in Nigeria, focusing on cash-flow patterns, digital habits, and trust barriers.

• Proposition & Messaging: Created the “Own Now, Pay Small Small” platform to spotlight M-KOPA’s unique daily-repayment model. This simple, memorable line distilled the brand’s value: immediate ownership with flexible payment.

• Integrated Campaign: Rolled out radio spots in local dialects, social-first videos demonstrating ease of use, and street-team demos to build hands-on trust.

Result

• 5 million+ customers onboarded across Africa by Q3 2024, with Nigeria contributing a significant share of new customer growth

• $1.5 billion in credit unlocked for underserved communities, driving financial inclusion

• Device sales: Over 1 million M-KOPA smartphones sold continent-wide within 12 months of launch

• “Own Now, Pay Small Small” has become the brand’s signature promise, boosting trial rates by 20 % month-on-month in Nigerian launch markets.