A Comprehensive Breakdown of Tekedia; Opportunities and Limitations

  • 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?

Business Strategy

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.

Limitations

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?

Traffic Breakdown

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.

About the Author

Samed Olukoya
CEO/Founder Investors King Ltd, a foreign exchange research analyst, contributing author on New York based Talk Markets and Investing.com, with over a decade long experience in the global financial market. Contact Samed on Twitter: @sameolukoya; Email: [email protected]; Tel: +2347065163489.

2 Comments on "A Comprehensive Breakdown of Tekedia; Opportunities and Limitations"

  1. Great insight but it seems you missed key parts of Tekedia. People spend 14 mins per visit on Tekedia according to Alexa you quoted. Techcabal for example is 2 mins. Nairametrics is 5 mins. If a site can retain people for 14 mins per visit, it means you can sell things to them. It is no more a news site but a mini-portal.

    Also, you flipped and muddled the sources: 70% of users visit Tekedia directly through tekedia.com. For us, that is better than Google search. You are making it look like having a visit from Google search is better – that is not true. We do not even care if Google finds us because our business is not built on traffic but subscriptions.

    Tekedia is not built for traffic – we have no Facebook, Twitter etc strategy; we want only quality visits which we found LinkedIn offers. Even LinkedIn where I am active contributes less than 13% of our traffic. Once people visit, they become fans and visit directly via typing tekedia. Google is 15%. FB is less than 1%. If you run it, 70% come to the site because they have paid and subscribed. Or want to read.

    We are one of few blogs in Nigeria people pay to read exclusive contents. If you add ecommerce to Tekedia, you will make sales. I am hoping for a proposal in that space from people.

    • Thanks for your comment sir. The over 14 minutes daily time on the Tekedia is directly tied to the 14,000 paying subscribers, who spend time on the website to enjoy the service they paid for. This is evident with the high bounce rate of 46.6 percent, usually from new users that found out they need to pay to access a certain part of the website or not just interested in exploring the website any further. For instance, this particular website, Investors King, has over 38 minutes per visit but the bounce rate is 21 percent with daily pageviews per visitor of 6. Still, does not translate to mini-portal considering our penetrating strategy. We intentionally left out the 14 minutes because Tekedia is a subscription-based website, they generally have high engagement from subscribers.

      On traffic sources, we didn’t muddle the sources, hence, users acquisition. We analysed how Tekedia acquire users before they started visiting via the official website or becomes paying member. Yes, having visits from search engines like Google, Bing and Yahoo are better because it means the traffic can be sustained going forward. Tekedia is not an isolated website, therefore, visitors come across it for the first time via analysed channels. The issue is if it can be sustained without your unique input and if not, at what cost.

      Again, the 13 percent traffic from Linkedin you downplay, likely account for over 70 percent of your subscriptions. Meaning, the larger number of your direct daily traffic is still tied to you.

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