- A Comprehensive Breakdown of Tekedia; Opportunities and Limitations
Tekedia, a website founded by Prof Ndubuisi Ekekwe, has attracted numbers of interests in recent months, according to Prof Ndubuisi Ekekwe.
Ranked 128,064 in the world and 2,331 in Nigeria, Tekedia is not your regular high traffic website. But why are investors interested in the website?
The ability of the content creating Website to build a subscription of over 14,000 paying members in a region where people are not expected to pay to read is impressive for an internet-based business and attest to the quality of its contents.
The success of the subscription-based business model validated Tekedia’s market acceptance and growth potential. Giving potential investors an existing active market.
Therefore, interested investors are likely to build new products around existing subscribers’ interests while simultaneously building its database instead of starting afresh.
Tekedia is not the brand, the brand is Prof Ndubuisi Ekekwe, therefore an acquisition without the Prof is likely to result in a failure.
This is validated by the available data on Alexa, an Amazon.com company. Tekedia organic or search traffic is the lowest among competitors, 18.2 percent, Nairametrics.com 26.8 percent, Technext.ng 27.6 percent, Techpoint.africa 49.4 percent and Nigeriacommunicationsweek.com.ng 66.7 percent. Yet Tekedia is more ranked than 60 percent of its competitors.
The question is where is the traffic coming from?
Out of the 18.2 percent organic traffic to Tekedia, 15.2 percent are from Google.com while the remaining are likely from Bing and the rest.
Organic traffic is the traffic generated without referrer but search engines and can be used to estimate new user acquisition.
However, direct traffic accounts for 78 percent of the total traffic coming to the website.
A further breakdown showed Linkedin accounts for 12.8 percent of the direct traffic, suggesting that Prof Ndubuisi Ekekwe, through his Linkedin constant post, remains the key traffic source of the website.
Again, the reasonable traffic from WhatsApp is likely from the same impressed Linkedin followers, over 30,000, sharing some of the contents with their WhatsApp contacts. Same goes for Facebook while the Youtube traffic might be as a result of Fasmicro (the parent company of Tekedia) Youtube channel where the prof constantly shares his opinion.
Therefore, an acquisition without the Prof will automatically take out 78 percent of the current traffic as Prof won’t sell his over 30,000 Linkedin followers to the new buyer.
Also, while the 14,000 subscribers is huge, there is probability of that number gradually declining once Prof departs as he is not just the face of Tekedia, he is Tekedia.