By Kehinde Ogundare, Country Head, Nigeria, Zoho
Scaling a business is much like preparing for an ambitious expedition up a towering mountain. At the start, the journey may seem straightforward—just a few essential tools and a clear path ahead. But as you climb higher, the challenges become steeper, more unpredictable, and more complex. The tools that served you well at the beginning may no longer be sufficient to tackle the rough terrain ahead.
Many businesses in Nigeria face significant challenges when trying to scale. In fact, according to research conducted by Moniepoint, nearly 50% of businesses fail within their first year of operation. Furthermore, the survey indicates that over 95% of SMEs fail within their first five years. This is largely attributed to a lack of market demand for their products or services, coupled with poor product offerings.
So, how do you ensure that your business is equipped to scale effectively without getting stuck halfway? The answer lies in preparation. Just as experienced climbers wouldn’t begin their ascent without the right gear, businesses must ensure they have the right systems and tools to handle the complexity that comes with expansion.
The pitfalls of using disconnected tools
Many businesses start with a collection of standalone tools that meet their immediate needs—one application for customer management, another for accounting, and a separate platform for marketing. While this approach may work initially, it can quickly become a roadblock to growth.
As businesses grow, so does the number of tools needed to operate efficiently. What begins as a few simple applications can quickly turn into an overwhelming web of disconnected systems where managing multiple tools becomes a challenge—each requiring its own setup, training, and maintenance.
One of the most common challenges that comes with using multiple disconnected tools is a lack of integration. When business critical data is spread across different platforms that don’t communicate with one another, decision making becomes inefficient. For example, if sales data is siloed from marketing systems, the sales team might lack access to the latest marketing insights leading to errors, delays, and missed opportunities.
This added complexity drains time and resources that could be better spent on strategic growth initiatives.
The right tools for the climb
To scale successfully, businesses need a unified approach—one that integrates all critical functions seamlessly. A comprehensive system eliminates inefficiencies caused by siloed data, enhances collaboration across teams, and streamlines operations for sustained growth.
Key elements to consider when selecting the right business tools are scalability, integration, usability, and efficiency. Essentially, businesses need to ask themselves if these tools or systems can grow alongside their business, do they connect seamlessly with other tools, are they simple enough for teams to adopt and utilise effectively, and do they reduce complexity while improving productivity?
By choosing the right solutions early on, businesses can set themselves up for success, ensuring they are well-equipped to reach new heights without unnecessary roadblocks. Scaling a business should not be about constantly fixing inefficiencies but rather about leveraging the right systems to drive sustainable growth.
For example, Greenpeg, a leading Nigerian industrial distribution, services, and systems integration company, successfully scaled its operations by adopting the right systems. Originally a procurement company supplying electrical and mechanical equipment, the company transitioned into a comprehensive service provider. This transformation brought about an enhancement of operational efficiency through Zoho’s suite of tools. Specifically, they optimised data storage with Zoho WorkDrive, and streamlined financial management using Zoho Books and Zoho Expense. This integration eliminated fragmented workflows, fostered better team collaboration, improved financial management, and streamlined project management. As a result, Greenpeg achieved an impressive 200%-300% revenue growth, and a significant boost in organisational productivity.
Scaling smart: planning ahead for future growth
As businesses scale, their operational demands evolve. Just as higher altitudes demand specialised climbing gear, expanding businesses require systems that can accommodate increasing complexity. Growing customer bases require more sophisticated marketing automation, expanding teams need advanced HR tools, and financial management becomes more intricate.
Companies that rely on disconnected systems often find themselves facing bottlenecks that hinder growth. That’s why any forward-thinking business must plan not only for their current needs, but also for the challenges that lie ahead.
Sustainable growth requires more than just adding new tools—it necessitates a system that evolves with the business. Instead of continually replacing outdated systems, companies should invest in flexible, scalable, and adaptable infrastructure. Having the right technology in place ensures businesses remain agile and prepared for future opportunities.
The journey to expansion can be challenging, but with the right tools and strategies, businesses can navigate it with confidence, staying focused on opportunities rather than operational hurdles.
