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5 business lessons from TSTV’s stormy start of commercial operation
TSTV may be failing in turning the gained public tractions and support into business opportunities.
To many business strategists, this business decision is considered suicidal for the company. This is because a change in the mood of Nigerians to other alternative(s) would mean close of business for the company, before commencing other business operation.
The Nigerian pay-tv company may be losing out on the business opportunities it could have cashed on, and use them as a leap towards scaling its business commercial and achieving stability.
For small companies and startups aiming at entering a market with a dominant leader like DSTV, GOTV, Dangote, MTN Nigeria and others, here are five business opportunities TSTV has failed to use.
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1. Exploiting the weakness of your competitor(s)
Learning to use the weakness (es) of one’s competitor(s) is one main business strategy every small business and new market entrant must consider adopting. For TSTV, it is failing to use the defect in Multichoice’s (operator of DSTV and GOTV) paying model and bad customer relation to its advantage.
One opportunity it may never be there to utilize again, as Multichoice has started some initiatives to address these concerns.
Just as noted by Sun Tzu in the Art of War: “Before entering an engagement, study your enemies closely.”
The Mafia manager also points this out about how business wars are fought to the advantage of a weaker party.
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“You are in a war. You must plan to take the other guy down first and do it. Winning is not the best thing; it’s the only thing,” said the Mafia Manager
2. Use climate and prevailing conditions to your advantage
Of all business strategies, this is considered the best. If TSTV had taken control of the prevailing condition, it would have had a deadly effect on Multichoice.
The frustration of Nigerians about Multichoice operations in the country was a business opportunity missed by TSTV.
3. Divide your opponent’s attention
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This is one strategy every great General understands and uses to their advantage. The Multichoice was greatly disturbed by the fuse created by Nigerians' support for TSTV. This made the company to reconsider some of its marketing strategies and operational module.
Just as noted by Sun Tzu - “Intentional confusion is the strategy of moving in circles without any apparent direction.”
Since the Nigerian pay-tv failed once again to utilize the opportunity, the table has turned and thus making it the one explaining why it has not commenced operations yet.
4. Use competitive information
One basic tool that helped TSTV at first but has failed to continue to take advantage of, is directing the media and taking control of information.
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“Accurate information is the foundation of profitable operations.” – Sun Tzu
TSTV won at first with the issue of a pay-as-you-watch announcement, which made many Nigerians decide not going back to either of GOTV or DSTV. The newly launched Kwese Tv had a share in this information battle.
“The most meaningful way to differentiate your company from your competitors, the best way to put distance between you and the crowd is to do an outstanding job with information. How you gather, manage and use information will determine whether you win or lose.” – Bill Gates
With this stormy star, Startimes narration of pay as you watch and Kwese TV may be the next alternative for Nigerian viewing public.
5. Failure to utilize its strengths at full capacity
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One of the strength TSTV has is the backing of the public and Nigerian government. One of the best business support to have at the current time is that of the national government.
Many corporations such as Samsung, OLAMS, Aljazeera, CNN among others are always banking on the support of their government at a difficult time.
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