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By Oluseyi Sodiya

The tech startup landscape is evolving, and with it, a new paradigm known as product-led growth (PLG) is taking centre stage. Unlike traditional strategies that rely heavily on sales and marketing to drive growth, PLG focuses on the product itself as the primary driver of customer acquisition, expansion, and retention. This approach is not only reshaping how startups grow but also revolutionizing the tech industry as a whole.

Understanding Product-Led Growth

Product-led growth is a strategy where the product itself is the main vehicle for acquiring and retaining customers. In a PLG model, the product is designed to deliver immediate value, encouraging users to try, adopt, and champion it without the need for aggressive sales tactics. This approach leverages user experiences and organic growth channels such as word-of-mouth and network effects, making it a cost-effective and scalable growth strategy.

Empowering users

One of the core principles of PLG is empowering users. By offering a seamless and intuitive user experience, startups can enable users to derive value from the product independently. This empowerment not only enhances user satisfaction but also fosters loyalty and advocacy. When users are delighted by a product, they are more likely to share their positive experiences with others, driving organic growth.

Data-driven insights

A product-led approach relies heavily on data-driven insights to continually improve the product and user experience. Startups can leverage analytics to understand how users interact with their product, identify pain points, and make informed decisions about feature development and enhancements. This iterative process ensures that the product remains relevant and valuable to users, driving sustained growth.

Reducing customer acquisition costs

Traditional customer acquisition strategies often involves significant marketing and sales expenses. In contrast, PLG can reduce customer acquisition costs by leveraging the product itself to attract and convert users. Free trials, freemium models, and in-app onboarding are effective tactics that allow users to experience the product’s value firsthand before making a purchasing decision. This not only lowers the barrier to entry but also accelerates the adoption process.

Building viral loops

PLG leverages the power of viral loops to drive exponential growth. Viral loops occur when users encourage others to adopt the product, creating a self-reinforcing cycle of user acquisition. Features such as referral programs, social sharing options, and collaborative functionalities can amplify the reach of the product and increase its user base organically. This network effect is a powerful growth engine that can propel startups to new heights.

PLG success

Several tech startups have successfully implemented PLG strategies to achieve remarkable growth. Companies like Slack, Dropbox, and Zoom have harnessed the power of their products to build massive user bases with minimal reliance on traditional marketing. Slack’s user-friendly interface and seamless integrations made it a favourite among teams, leading to widespread adoption through word-of-mouth. Similarly, Dropbox’s freemium model allowed users to experience the benefits of cloud storage before upgrading to premium plans.

Challenges and considerations

While PLG offers numerous advantages, it also presents challenges. Startups must ensure that their product delivers real value and can stand on its own without heavy sales intervention. This requires a deep understanding of user needs and continuous investment in product development. Additionally, measuring the success of PLG initiatives can be complex, as it involves tracking user behavior and engagement metrics.

Finally, the rise of product-led growth marks a new era for tech startups, offering a scalable and cost-effective approach to growth. By focusing on delivering exceptional user experiences and leveraging data-driven insights, startups can build products that not only attract and retain users but also drive organic growth through advocacy and network effects. As the tech industry continues to evolve, PLG is set to become a cornerstone strategy for startups looking to make a lasting impact. Embracing this approach can help startups navigate the competitive landscape and achieve sustainable success in the digital age.

By Anwar Usman

The president of Nigeria, Bola Tinubu, will present the 2025 Appropriation Bill to the National Assembly on Tuesday.

Akpabio made this known during the announcement at the Thursday plenary on the floor of the Senate.

He said, “The president has made his intention known to the National Assembly to present the 2025 budget to the joint session of the National Assembly on the 17th of December, 2024.”

Akpabio said that the budget presentation will take place at the House of Representatives Chamber.

Tinubu had earlier submitted the Medium-Term Expenditure Framework and Fiscal Strategy Paper for 2025–2027 to both the Senate and the House of Representatives last Tuesday.

Akpabio instructed the Senate Committee on Finance, National Planning, and Economic Affairs to consider the MTEF/FSP documents and report within one week.

Key parameters in the MTEF/FSP include a $75 oil price benchmark per barrel, daily oil production of 2.06 million barrels, an exchange rate of N1,400 to $1, and a targeted GDP growth rate of 6.4%.

These figures form the basis for consideration and approval of the proposed N47.9tn 2025 budget.

By Uzair Adam

Kano State Governor, Alhaji Abba Kabir Yusuf, has carried out a reshuffle of his cabinet.

The development was disclosed by the governor’s spokesperson, Sanusi Bature Dawakin-Tofa, on Thursday via his verified Facebook page.

Further details of the changes are expected to be revealed soon.

Stay tuned for updates.

By Abdullahi Mukhtar Algasgaini

Vice President Kashim Shettima is chairing the 147th Meeting of the National Economic Council.

The meeting is holding at the Council Chamber of the State House Abuja and is being attended by governors and some deputy governors from across the 36 states as well as some ministers, heads of agencies, and presidential aides.

In its 146th meeting held over three weeks ago, NEC issued three states and the FCT one week to submit their reports on the establishment of state police.

It had also expressed reservations about the new Tax Reform Bills and appealed to President Bola Tinubu to withdraw them to allow for wider consultations.

The 147th meeting is expected to consider the reports on state police and also make its position known on the matter.

By Anwar Usman

The Chief of Army Staff, Lieutenant General, Olufemi Oluyede, has issued a warning to criminals to pack out of the country, reiterating that the Nigerian Army under his administration is coming with full force.

The COAS explained this while addressing the troops of the 1 Division Nigerian Army in Kaduna when he paid a maiden operational visit on Wednesday.

He said the adversaries should be ready to face a more serious and formidable Nigerian Army.

Oluyede disclosed that as of December 10, he signed his command philosophy, which was hinged on leadership, sound administration, and professionalism.

The COAS said that in the same command philosophy, he made it clear that soldiers would be his priority in every area.

He, therefore, said the welfare of soldiers would encourage them to give their best to the course of ridding the country of criminals.

He further added that, “I will try as much as possible to enhance their welfare in terms of accommodation, kitting, and training so that they can be better soldiers”.

Oluyede urged the soldiers at the front line to be resilient, disclosing that the Army would employ new strategies to make things better in the field by approaching operations from a different perspective.

NAN reports that the COAS inaugurated the remodeled Stallion Officers’ Mess at the division’s Headquarters.

He also inaugurated two blocks of a 30 family’s accommodation at the Kotoko Barracks, Ribadu Cantonment.

By Abdullahi Mukhtar Algasgaini

The Adamawa State House of Assembly has passed a bill for the creation of more emirates with first-class emirs in the state.

The new emirate law, now awaiting Governor Ahmadu Fintiri’s assent, was passed days after the governor assented to another law, the state’s District Creation Law 2024, which created 83 new districts on 4 December.

Mr Fintiri, in a letter to the lawmakers on Monday, requested the passage of a bill for a law to provide for the Adamawa State Chiefs (Appointment and Deposition) and matters incidental thereto.

The bill empowered the governor to create additional emirates, and appoint or depose traditional rulers.

The bill passed first and second reading at the state House of Assembly on Monday.

The accelerated reading of the bill followed separate motions by the deputy majority leader, Ahmed Rufai (Maiha LGA), seconded by Moses Zah (Michika LGA) and Bauna Myandassa (Lamurde LGA).

The Speaker of the Assembly, Bathiya Wesley, referred it to the House Committee on Local Government Affairs for legislative action.

The speaker directed the committee to submit its report on the next legislative day.

The committee was headed by Kefas Calvin with Godfrey Bulus ashis deputy, while Grace Kurkuwa served as the clerk.

On Tuesday, the lawmakers passed the bill into law. The governor is expected to announce the new emirates after assenting to the bill.

The new law stripped the Lamido of Adamawa, Mustapha Barkindo, of his title of permanent chairman of the Adamawa Council of Chiefs.

The law says the seat will rotate annually among all the first-class emirs and chiefs.

The lawmakers said the rotational chairmanship would promote fairness, equity and quality representation in traditional leadership.

The governor had on 4 December assented to the state’s district creation law at an exclusive ceremony at the Government House.

He said the new law was aimed at enhancing governance and addressing security challenges at the grassroots level.

The law weakens the influence of the Lamido of Adamawa, Mr Barkindo, by reducing the local government areas under his control from eight to three.

The Adamawa emirate covered Hong, Song, Gombi, Fufore, Girei, Yola North, Yola South, and Mayo-Belwa.

By Rabiu Sirajo Toro

How hackers manage to compromise people’s accounts, particularly on platforms like Facebook, Instagram, and especially WhatsApp, and often send messages to the contacts of the account owner, requesting money for account details that do not match the owner’s name is baffling.

They frequently claim that network glitches or limits have been exceeded to justify their requests.

This situation has occurred multiple times, yet people seem to overlook it. It’s essential to consider the different account details compared to the owner’s, as well as the context in which the message is written.

Some messages might be the first communication between two individuals, leading the recipient to act without hesitation. Instead of questioning or calling the person for confirmation, they may decide to send money immediately.

We must remain vigilant regarding anything related to money and property, as scammers are becoming more prevalent.

Many people are looking for quick and questionable wealth by any means possible.The first time I received such a message from someone of high status, I promptly contacted the owner of the phone number and discovered that I was the first person to inform her about the incident.

Whenever you receive a message that seems abnormal in your daily chats, especially one that involves a request for money, it is crucial to call that person for confirmation if you can’t ignore it.

For added security, anyone you are involved in business with or who might send you money should always confirm transactions first, preferably through phone calls rather than platforms alone or physical meetings are preferable for any monetary exchange.

We must make an effort to remember these incidents and protect ourselves from scammers.

Rabiu Sirajo wrote in from Toro Local Government Area in Bauchi State.

By Anwar Usman

The Emir of Kano, Muhammad Sanusi II, has affirmed to the residents of Bichi Local Government Area in Kano State that the Emirate Council will ensure the peaceful conveyance of their District Head, Munir Sanusi Bayero, to assume his duties in Bichi.

Sanusi gave this assurance on Wednesday during a solidarity visit by traditional and religious leaders from Bichi, led by the Chairman of Bichi Local Government, Alhaji Hamza Sule, at the Gidan Rumfa palace in Kano.

The Emir explained that a new date would be scheduled for the transfer of the District Head, who was recently turbaned at the palace after an earlier attempt was disrupted.

“I assure you that another day will be fixed, your District Head will surely be brought to you, and everything will take place peacefully,” he said.

The pledge followed an incident last week when security personnel allegedly denied access to the palace to prevent the District Head’s planned departure for Bichi.

According to palace sources, the heavy security presence disrupted the scheduled ceremony, leaving the reasons for the intervention unclear.

“What happened was only a distraction. We still don’t know why it happened, and those involved have not disclosed the reason why they did it. However, this will not stop anything.

In his remark, Alhaji Hamza Sule reaffirmed the people of Bichi’s loyalty to the Emirate and Muhammad Sanusi II’s leadership.

“Even on the controversial day that was fixed for your visit to Bichi to accompany the new District Head, Munir Sunusi Bayero, we were fully ready to receive you, but we only heard that there was a crisis when we were already celebrating your coming.

“We in Bichi, from our Imams, Village Heads, Wards Heads, and everybody, are behind your royalty, and our solidarity is only for you.

“That is why we decided in our numbers to come today and reiterate our loyalty to you and whatever decision you have taken on your domain, Bichi,” he stated.

By Anas Abbas

The Naira has declined in value within the parallel market, trading at N1,585 per dollar compared to N1,550 per dollar on Monday. In contrast, the official foreign exchange market reported an appreciation of the Naira, with rates improving to N1,525 per dollar, up from N1,538 per dollar earlier this week.

According to the latest data from the Central Bank of Nigeria (CBN) published in the Daily Nigerian Foreign Exchange Market (NFEM), the indicative exchange rate for the Naira has strengthened by N13, reflecting a notable shift in the official market.

Figures from FMDQ reveal a significant increase in dollar transactions on the Nigerian Autonomous Foreign Exchange Market (NAFEM). Trading volume surged by 129 per cent to $401.17 million, up from $175.15 million on Monday.

The surge has resulted in a widening gap between the parallel market and the NFEM rate, which has expanded to N60 per dollar from just N12 per dollar at the start of the week.

By Uzair Adam

In a ground-breaking advancement for diabetes diagnostics, Nigeria-born Dr Fahad Usman, an Assistant Professor of Optical Engineering Technology in the United States, has introduced a highly sensitive optical biosensor capable of non-invasive diabetes screening.

Dr Usman’s pioneering work focuses on a surface plasmon resonance (SPR) biosensor that detects exhaled breath acetone, a key biomarker for diabetes. This innovative approach offers an alternative to traditional blood glucose tests, which are invasive and often painful.

Dr Usman’s research, published in top journals like Results in Physics and Polymers Journal, presents a novel ternary composite material made from polyaniline, chitosan, and reduced graphene oxide. With enhanced electrical conductivity and thermal stability, this material underpins the SPR biosensor, allowing it to detect acetone concentrations as low as 0.88 parts per billion. 

This collaboration with researchers from Malaysia, France, Saudi Arabia, and the U.S. addresses the global diabetes crisis. With over 537 million affected worldwide and projections of 783 million by 2045, this innovation promises a significant impact. According to the National Institutes of Health, over 37 million people in the U.S. are affected by diabetes. 

Due to its non-invasive nature, the optical sensor ensures greater accuracy, sensitivity, and reliability and enhances patient compliance. 

Dr Usman’s work represents a significant leap forward in healthcare innovation. It positions the U.S. at the forefront of global scientific advancements.

This technology offers potential beyond healthcare, with broader industrial applications in optical sensing and materials science.