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Nigeria Market Growth & Execution Diagnostic Questionnaire
SECTION 1: BUSINESS OBJECTIVES & AMBITION
1. What are your top 3 business objectives for Nigeria over the next 3months, 6months, 24months?
2.Which categories are priority for growth in your organisation?
3.How do you currently define success?
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SECTION 2: CURRENT MARKET PRESENCE & FOOTPRINT
1. Which regions/states are you currently listed and actively selling in Nigeria?
2.Which modern trade supermarkets are you currently listed in?
3.(Please list all — national and regional chains)
4.Are these listings national, regional, or store-specific?
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SECTION 3: DISTRIBUTION SCALE & NUMERIC COVERAGE
1. How many open market wholesalers are you currently listed with?
2.How many neighbourhood / kiosk / corner stores do you estimate your products currently reach?
3.What percentage of your target universe of outlets do you believe you are covering today?
4.What is your current route-to-market structure?
5.What are the top 3 challenges limiting distribution expansion today?
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SECTION 4: SALES PERFORMANCE & TURNOVER
1. What is your current average monthly turnover in Nigeria?
2.(Please indicate value and category split if possible)
3.What trade channel is driving your current monthly turnover
4.What Trade channel is currently impacting your turnover negatively?
5.Provide a regional split in percentage for turnover contribution?
6.How has turnover trended in the last 6 months?
7.Which SKUs drive the highest volumes today?
8.Where do you lose sales the most?
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SECTION 5: TRADE TERMS & COMMERCIAL STRUCTURE
1. What is your current trade term structure across channels?
2.On average, what percentage margin does trade currently make on your products?
3. Are these margins viewed by trade partners as competitive?
4.What margins do your key competitors offer to trade?
5.Do competitors offer additional incentives beyond margin?
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SECTION 6: BRAND VISIBILITY & ACTIVATION
1. How visible is your brand currently at point of sale?
2.What activations have you executed in Nigeria?
3.What has worked well — and what has failed?
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SECTION 7: COMPETITION & CONSUMER DYNAMICS
1. Who is your clear “eyeball competitor” in Nigeria today?
2.Why do you believe this competitor is winning?
3.Why do retailers choose competitors over your products?
4.What do Nigerian consumers value most about your products today?
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SECTION 8: INTERNAL & EXECUTION CHALLENGES
1. What internal constraints are limiting your company's growth?
2.What capabilities do you currently lack on-ground in your organisation?
Full Name
Company Name
Phone/Mobile
Email
Registered Business Address
SECTION 9: HAPILAR SUCCESS METRICS
1. What are the very clear KPIs you would love Hapilar Consulting to deliver? (Please be specific) Examples:
Numeric distribution growth
Monthly turnover target
Open market penetration
MT expansion
Visibility standards
Sell-out velocity
Trade satisfaction
What timeline do you expect to see measurable impact?
1. What level of engagement are you open to?
2.Any additional context or concerns we should be aware of?
List All your current brands?
What level of monthly consulting budget have you allocated for this engagement, considering your expectations and desired outcomes from Hapilar Consulting?
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