On-line Classifieds Portal in Uganda? Who Needs to Be a Millionaire?

Exterior Wanting In

I used to be minding my very own enterprise as regular on Fb (liking each random remark and studying each hyperlink) after which I noticed an advert on my aspect bar for a web based classifieds portal referred to as dealfish.co.ug. I clicked on the hyperlink and it took me to the positioning which stated I might submit a free advert. I instantly created an advert for this web site. I obtained an error message: “Sorry www web site addresses should not allowed.” I used to be very upset and despatched an e mail to them querying this they usually instructed me that they don’t settle for the categorized adverts to incorporate an online handle reference. Effectively unfortunate for them, I found Kampala mart.com It's after I realized that lastly the web revolution is happening in Uganda. On-line categorized portals like eBay.com and gumtree.com, the most important within the UK have been round for a while. In Uganda, these are beginning to take off massive time due to two crucial issues:

1) Africa is beginning to lastly get linked to the remainder of the world through big fiber optic cables being laid below the ocean throughout Africa.
2) Cellular telecom firms proceed to supply low-cost web to their clients on their cell phones together with utilizing 3G expertise.

Web and the alternatives accessible to an web entrepreneur are so severe that it’s being deliberate that in accordance with an article I learn at wired.co.uk (“get wealthy transfer to Africa”)] Africa might quickly have its first web billionaire, I agree and instantly inform you why to take a position on this sector in Uganda however first;

THE CONS (in fact)

1. Web stability and utilization in Uganda

Utilization and pc illiteracy

While it’s properly and good that our web utilization is rising rising by the day, there nonetheless stay hundreds of thousands of people who find themselves beneath the poverty line, are pc illiterate and / or cannot afford to have web. A big portion of individuals nonetheless entry web from workplace relatively than dwelling which may hinder the comfort side.

Within the UK for instance web utilization is over 82% of the inhabitants. Virtually everybody has web of their dwelling. By comparability in Uganda, it’s about 10%, however it’s rising considerably as a result of as per ITU statistics, web penetration in Uganda has grown in leaps in bounds. In 2000 solely 0.1% of the inhabitants had entry to web. It was nonetheless low in 2007 the place solely 2.5% of the inhabitants had web however this has since then considerably elevated to over 9.6% in 2010!

Stability and price of web

Web stability in Uganda could be very tough. Many occasions web is sluggish and the place it’s not sluggish it’s costly. This in fact is altering however until then, this stays the primary hurdle for potential customers. I nevertheless count on that with rising web on mobiles notably with the telecom firms rolling out 3G, then this shouldn’t be an issue particularly if the web classifieds portal invests closely in a cell model, that’s, one which could be very simple to view on cell phones and never simply the good telephones. That is crucial as a result of cell phone utilization together with web might be going to be the subsequent revolution in Africa and Uganda particularly. It already is below approach anyway.

2. The little fish might be coming after you ….

I in a while set out the price of begin up for a severe on-line classifieds operation however the actuality is that this sort of enterprise may be completed from a laptop computer in somebody's bed room. It is a typical “briefcase” kind of enterprise.

Low price Today so many webhosting firms give you a free web site and even can help you host your web site for free say for six months. They are going to as well as give you a free area. The price of this all? £ 8.99 for six months. 1and1.co.uk for instance provide simply such a bundle.

Due to this fact with a little bit help from a programming buddy if in case you have no IT information, you may arrange your web site and have it hosted for free!

As for promoting the positioning to succeed in Ugandans, simple! There may be an promoting revolution happening and it’s no shock that Capital FM, the main Ugandan FM station is shedding promoting income [if you are to believe a 14 September 2011 Redpepper article on the same.]

I cannot touch upon the accuracy of the figures within the Redpepper article however they’re actually proper within the sense that worldwide advertisers are shifting from conventional promoting of radio, TV and newspapers. The reason being easy; with internet marketing, you may measure how many individuals are “seeing” your advert. You there earlier than can set an promoting funds and solely pay for people who find themselves all in favour of your advert as a result of if they’re they’ll click on on it, therefore “ppc”. In case you didn’t know this, you might be years late to the occasion! That is how Google has been making its cash and it’s likewise how Fb makes its cash.

Now how will you promote your web site to Ugandans? Effectively Fb has a “intelligent” pc. It is aware of the place a person originates from and so while you select to promote with them, they’ll inform you what number of “Ugandans” you’ll attain with the utmost promoting funds. In addition they provide you with a tough estimate of a superb minimal promoting funds you may set. You’ll be able to nevertheless select what you may afford.

On the idea of the above, you may subsequently set your promoting funds in Fb at even $ 2 (they’ll merely present your advert to much less folks). When you set your advert to run for 30 days, that’s $ 60 which at an change charge of $ 1 = Shs 2,605 works out at Shs 156,300 a month.

You’ll be able to subsequently technically begin this enterprise along with your outdated laptop computer and solely Shs 156,300!

That could be a good factor proper? Sure, however so is it for everybody else. You’ll be able to subsequently count on that there might be many of those very quickly and I imply MANY OF THESE ARE COMING SOON, YOU ARE NOT THE ONLY ONE WHO WANTS TO GET RICH (OR DIE TRYING).

Let's see what number of on-line classifieds portal I can discover with Google search:

  • dealfish.co.ug
  • kampalamart.com
  • kwatadeal.com
  • classifiedsuganda.com
  • easyuganda.internet/about-us.htm
  • tagsaleuganda.com/
  • majestysdirectory.com/

And counting!

Now the catch It means subsequently that for the investor, it’s important to guarantee your web site stands out from the group in order to draw each advertisers and guests.

You’ll there earlier than need to make use of numerous advertising methods in order that your web site has enough clients coming there after which you may lure within the advertisers (the place did you assume you had been going to earn money from duh?). Gumtree the main on-line categorized web site within the UK for instance has clear statistics on their web site to indicate their buyer attain. This info must be enough to persuade an advertiser.

Alternately you’ll need to think about creating a distinct segment. autotrader.co.ug for instance is one such web site. They’ve targeted solely on vehicles.

3 …… the large boys are coming too!

In contrast to a conventional enterprise mannequin say farming or tax enterprise, on-line enterprise shouldn’t be location dependent and subsequently whereas the patrons and sellers could also be in Uganda, the enterprise homeowners could also be international. In any case, internet hosting an internet site doesn’t want a Ugandan presence and neither does “ppc” promoting. As an investor on this sector, you may there count on that when you begin, you’ll be competing with the actually massive fish who of their world enlargement will most actually look to faucet into this market. Are you able to for instance compete with Craigslist or eBay ought to they select to concentrate on Uganda? What about Schibsted? Not heard of them? Effectively you need to know them as a result of on this enterprise, they aren’t sleeping, they’re increasing.

Even dealfish.co.ug for instance is the “Ugandan” department of the Dealfish model which ultimately depend is in 9 international locations.

I cannot be stunned if even native newspaper giants like The New Imaginative and prescient (with Authorities's deep pockets) and The Monitor (which is backed by the mighty Nation Media Group) quickly enterprise into this sector. New Imaginative and prescient for instance has the enteruganda.com portal (below development as at date of this text) which may simply be spun into a web based classifieds web site and the Monitor now has a web based enterprise listing which may simply have a classifieds part.

So the enterprise is predicted to be tight however is it the actual McCoy?

And Now the PROS

1. Glorious profitability and return on capital in lower than 1 yr

And now you might be about to search out out why everyone seems to be trying to enter this sector. I set out beneath my projections of the estimated profitability, begin up price and return on capital that may be achieved for this sector.

I’ve used the Kampalamart.com web site as a mannequin. Their mannequin is that this; Prospects can submit adverts for free. Some can nevertheless select to reinforce the visibility of their advert to a few areas on the web site: The highest banner banner The aspect banner or A featured advert banner on key pages

These three distinguished locations in contrast to the opposite adverts inside the myriad of adverts within the classes price cash. These are those financing the corporate and it’s this mannequin I exploit to indicate the profitability of this sector.

You must in fact bear in mind that there are different fashions of getting income:

You’ll be able to for instance cost for sure classes. For instance on gum tree.com the place leases and job postings (by employers) are charged. You need to use a ppc idea the place sure sure “adverts” are focused to particular clients relying on their on-line conduct (behavioral promoting).

I subsequently set out my evaluation as beneath. Within the mannequin beneath I current two totals columns. The current place and the projected place.

I challenge that there might be a 60% progress in income and a 25% enhance in prices. The expansion in income relies on web utilization progress in Uganda between 2008 and 2010 as per ITU statistics.

Evaluation 1: Profitability info

(change charge of $ 1 = 2,605 used)

Whole income :

Present: 5,522,600. Projected: 8,836,160

(primarily based on 6 high banners, 6 aspect banners, 16 featured adverts every charged at $ 200, $ 100 and $ 20 per thirty days, respectively)


1. Hire and repair cost: Present: 1,237,375. Projected: 1,237,375.

(Based mostly on 25sqm in employee's home, a “grade A” constructing which cost hire at about $ 10- $ 18 per sq. meter (psm) and repair cost of $ 2 psm.)

2.Hosting: Present: 36,859. Projected: No change

3.Wage: Present: Shs. 1,800,000. Projected: 2,250,000

(Three employees contracting of supervisor / IT personnel and workplace administrator)

4. Advertising: Present: 656,300. Projections: 820,375

(together with Fb promoting and different advertising strategies)

5. Transport, communication and different: Present: 800,000. Projected: 1,625,000


Whole Bills. Present: 4,530,534. Projected: 5,969,609

Whole Month-to-month revenue (income much less bills). Present: 992,066. Projected: 2,866,551

Whole Annual Revenue. Present: 11,904,792. Projected: 34,398,612

Evaluation 2: Begin up capital info

1. Web site improvement: 3,907,500

(estimated at $ 1,500 for a superb web site to help on-line classifieds and e-commerce)

2. Hire (6 months upfront): Shs 6,642,750 3.

3. Workplace gear: Shs. 8,495,000

(computer systems, workplace desks, UPS, web set up, multi objective machine, authorized prices, signage) 4.

4. Miscellaneous: 849,500

Whole: Shs. 19,894,750

Return on capital (Whole begin up capital / revenue): Present: 1.67 years. Projected: 0.57 years

2. Acquire on non permanent sale

A savvy investor will inform you that if you wish to get wealthy fast, begin a enterprise with the tip in thoughts. In different phrases, put together for when you’ll ever promote it. While you ever sale the enterprise you’ve got efficiently constructed, you’ll earn money from the acquirer who will almost certainly be a kind of massive boys like Schibsted? Not heard of them? I instructed you, it’s essential to discover out about them!

3. Low begin up prices

I did point out as one of many professionals the low begin up price having the ability to end in lots of competitors. If you’re one severe investor, this could not deter you. It ought to solely spur you into motion. The low prices may be to your benefit.

You subsequently don’t needarily have to start out with the Shs 20m as per the knowledge above. You can begin like I discussed with as little as Shs 156,300 and go on to grow to be profitable so go on, what are you ready for, can we not all need to be billionaires so freakin 'dangerous?


First the numbers.

On the idea of my evaluation:

Capital funding (A): Shs 19,894,750

Revenue per yr (income excluding all bills) (B): Shs 11,904,792

Return on capital (years to get capital again or A / B) is 1.67 years

When you take a look at 60% progress, you may nevertheless look to get better the funding in 0.57 years!

Now the fundamentals you have to get proper earlier than investing.

Glorious web site design. It is advisable spend money on a superb web site that can make it simple for customers. It is advisable keep in mind that not many Ugandans have web at dwelling and so will almost certainly be looking in workplace, in an web cafe or on their telephone and so a easy design which may help cell phone looking is almost certainly

Acceptable aggressive advertising. You will want to maneuver quick or good to seize the market with totally different advertising strategies in any other case your web site will get drowned within the crowd. I’m not essentially saying splash out on big newspaper adverts (which we all know cannot needily be measured for fulfillment). There are quite a few strategies for instance a free press story, interviews, article advertising, Fb promoting et al. A transparent goal market. Who do you need to attain? It is advisable know who you might be focusing on after which go on to develop your service with that shopper in thoughts. A great instance I gave is auto dealer.co.ug.


Regardless of the specter of the large opponents coming, that is actually a kind of sectors the place even the little man can win and go on to be the subsequent Google, the subsequent Fb. You don’t want to seize an enormous portion of the market to achieve success. Kampalamart.com for instance on the date of this text had about 388 Fb followers. If this represents their market share of an estimated 304,000 Fb customers in Uganda [early 2011] then this represents solely 0.13% of the market BUT from the evaluation above, they’d already be worthwhile! Want I say extra, go on GET RICH (OR DIE TRYING).

And now the disclaimer: Whereas I’ve taken steps to analysis this info in addition to primarily based on my expertise, you shouldn’t depend on the knowledge given right here to base your funding selections. You must search enterprise recommendation from knowledgeable educated of your particular circumstances. I’ll there earlier than not be held chargeable for any loss chances are you’ll incur when performing on this info.

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