Over the next couple of weeks, I am going to share five photos from a few of my journeys-to-know-more, and what they mean to me. As a development professional, I occasionally get to go to places and experience different things. As an individual, these experiences always strike different chords and mean different things to me. In this post, I will share my visit to Max.Ng and how unknowingly preparing for a crisis saved them. Max.Ng is an African transportation company based in Nigeria. The ‘five photos and what they mean to me’ tag is a twist of a post I stumbled across from Kwakyewaa Nyantakyi. Here’s to me sharing some of my memorable moments with you!
Post Map
My first photo and what it means to me – #NaijaBikergirl
The first is from the day I visited Max.Ng as part of filming for the African Cities documentary. You can watch that documentary here – it’s quite informative and a project I am proud to have contributed to.
I feel like this picture is my first try at auditioning for the Badass Workshop. Is it just me? Like this is the picture they will see and say “Hm, she has potential. Let’s accept and finetune.” Yes? No? Well, I think so 😊.
When I visited the Max.Ng office last year, myself and I suspect Adetayo Bamiduro, the Chief Executive Officer (CEO) and co-founder of MAX.ng, did not know that Okadas would be banned in a couple of months.
I was just walking around amazed by these beautiful machines that had the hopes of being the carrier of Nigeria’s best and finest – its people – as well as last-mile delivery of packages. While the ban caused an uproar for those who depended on Okadas as their primary mode of business and transportation in Lagos – operators and customers – Max.Ng. escaped unscathed, more or less. Why? Because they chose to do the right thing from the get-go. They were prepared for the crisis, almost absentmindedly.
When being ‘extra’ is helpful in preparing for a crisis
Most of the Okadas in the state of Lagos are under the 200cc engine provision stated in the Lagos State Transport Sector Reform Law. This law, however, exempts motorcycles with engine capacity above 200cc. Max.Ng, when they came in the market, did their due diligence and unlike many other operators, adhered to the State regulation. They even went slightly above by using machines at 220cc. On any given day, someone would say ‘they are extra!’ Or that ‘they have taken the differentiator thing too seriously’ but alas, look who’s on the other side and possibly smiling like crazy?
The first lesson for rising entrepreneurs and hustlers in preparing for a crisis- Do more
The lesson I am highlighting is that in business, a lot of people are not doing what is right. And it does not seem like a big deal. Why? Because ‘no one cares’ and people seem to be getting away with things. But that should not normalize cutting corners or breaking the law. Especially if you have or want to build a business with longevity. In the long run, it pays to do things right as Max.Ng has lived to tell!
The second lesson for businesses in reacting to (and preparing for) a crisis- Read the fine print and fight
When the ban was announced, it looked like companies like Max.Ng and Gokada were going under. This is because the core of their business models had been attacked. It was chaos for a short while – at least. The declaration by certain state officials was merely a blanket banning of Okadas and Keke – no explanations or caveats. As such, the drivers of Max.Ng and Gokada, among other operators, took to the streets to protest. Max.Ng even launched a petition demanding an exemption to the ban.
It was not until Max.Ng probably sat down and went through the regulation with a fine toothcomb did they find that there was an exception. An exception they met i.e. 200cc engines and over. Some may argue they surpassed Inspector Fashola but let me not go there. Basically, it pays to be attentive, thorough and meticulous. No better way than to stick it to someone, than to use their own words.
A caveat of sorts
This is not to excuse such sudden ‘bring down the hammer’ moments. It was harsh. When governments set the precedent for not enforcing laws, people do not take it seriously and as such do not abide by it. Thus, the decision to suddenly enforce will be most effective and fair when people are given time to adjust.
Societies do not simply thrive on having the right regulation but rather on how the social contract citizens have with their elected officials is enforced. A relationship based on trust and consideration.
This action by the Lagos State government was lawful (as they have argued) but flouted informal rules around trust. It could have been done much better if they cared about the stakeholders.
Fixing things requires a little more than law enforcement…
If Nigeria can make it easier for businesses to invest in its economy by providing some stability, consideration and a fostering attitude, businesses will come – domestic and international. It’s hard for businesses to ignore the Nigerian market because of the opportunity to serve almost 200 million people. It is where everyone wants to be; part of the reason they do not come is the craze and general uncertainty around the country. Consider for instance the recent #EndSars protest which I wrote about in my previous post.
Drastic actions by its State and Federal governments, or inaction too, that antagonize businesses are likely to come at a much larger cost to growing the overall economic pie. Until Nigeria, like many others, is willing to prioritize economic growth over political preservation and tomfoolery, the ‘Africa is poor’ trope may be a phrase we battle for generations to come. Read more about why Africa struggles to shed the ‘poor’ image.
Preparing for a crisis requires learning from those who have survived
I am a firm believer in learning and applying lessons from contextually relevant sources. In African tech news or if you are looking to study African tech startups, ventures or companies, Max.Ng is a good one to look into. Or, if you are creating an MBA course or program with a focus on the African continent, do a deep dive on Max.Ng. Understanding how to function and thrive in a difficult business environment in Africa is key. The crisis management techniques and strategies of this business are one for the books – as far as I know at least. Looking at you, Ashesi University and the others.
Noelle Wonders
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[…] Anyway, Hello Five photos and me series followers! Welcome. This is the third in the series so do check out the others. The first was the post on Max.Ng – start there. […]
That’s where the cap comes from!! Makes sense now
[…] If you missed my previous post on preparing for a crisis, check it out here. […]
I don’t have too much knowledge on the subject but that would have been so unfair if it were an instant ban…just too much assets to be written off..gradually phasing it out would have been great. Cant say i’m surprised tho😂
It was announced in January to go into effect on February 1. Pressure! Technically it was law for almost 2 years though…😂
Max.ng showing them how its done!! More local businesses should follow the rules if they want to have a chance to grow and compete against international organisations.
I feel like the desire to compete is the reason why people don’t often follow the rules. Following the rules is long and unless there’s intentionality from regulatory bodies to set businesses up to fail, it never looks promising. Ecosystem behavior is necessary in creating a pro-business environment and governments need to sit up on that
doing business in Africa 101: “one day one day” the law will be enforced. Better to be on the right side of the law when that happens, as we’ve seen here with max.ng
Thanks MN for this reminder.
Thank you Efo!
Awesome post. I think the idea of prioritizing economic development is interesting. I think it could even be a way of beginning to mend the “broken” social contract. I feel like the citizens will be more trusting of a that they know and “can see” is “PRIORITIZING” economic development, not gimmicks to consolidate power like Agent Fashola. Really liked this post.
Actually ‘showing their working’ will make a difference. Thank you for reading!
Max.Ng is actually an example of how to do business on the continent… through the letter of the law. Sometimes when it looks like the system has failed people always want to follow the sinking ship. Sometimes the thing that will save you is saying “no” and sticking to the right thing when everyone else says that it won’t matter.
Couldn’t have said it better Kenni 🙌🏾
Wow, great job by Max.Ng. more businesses simply need to follow the rules and and be prepared instead of trying to cut corners and costs which are short term.
For real! I also understand it’s not always easy nor cheap to follow the rules especially when it doesn’t seem like it’s observed but sometimes they clearly come back to bite.
Thanks for stopping by Nathaniel!
kudos to the forethinkers at Max.ng!! Hopefully this serves as a lesson to civilians & businesses; if you don’t want wahala, make sure you’re always 2 steps ahead!
A word! Thanks MG
Loved this. MaxNG is really that annoyingly over-prepared student but it’s so needed in our countries!
You captured it so well. They stay ready! Thanks Tami 🙂