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Oluwaseun Ajila

Oluwaseun Ajila

Oluwaseun Ajila presently serves as the CEO/President of PFH Group; a global Financial Management, Real Estate and Consulting Corporation with its head office in Lagos , Nigeria.

A Financial and Management expert with broad experience in Risk management, Fraud Deterrence, Corporate Governance, Strategy & Policy Formulation & Execution, and Financial Analysis & Project Management with experience spanning accross Real Estate, Financial Services, Professional Services & Management Consulting.

A sought-after speaker on Real Estate Investment matters, consultant and life couch on investment strategies and business amplification, frequent writer and reviewer of real estate issues in African gazettes and online platforms.

She holds a BA degree and a Masters in Business Administration (Accounting) from Obafemi Awolowo University and University of Lagos respectively. An associate of the Institute of Chartered Accountants of Nigeria (ICAN), A Certified Fraud Examiner, an associate member of the Institute of Internal Auditors, Certified Six Sigma Master Black Belt and Certified by ACCA for Competency in International Financial Reporting Standards(IFRS).

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The African Real Empire

Unveiling Africa's Real Estate Treasures

Its a practical proof of African Telecoms billionaire-Mo Ibrahim's proposition, “Don’t come to Africa and help, come and make money,”

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Business Real Estate
Lagos, Nigeria
30,000 words
100% complete
0 publishers interested

Synopsis

 

‘The African
Real Empire’ provides a complete overview of African enormous opportunities in
real estate and how to build a sustainable and global corporation in this treasured
sector.

My broad experience
in real estate market across three major market leaders and decades of
managerial experience gives me a strong platform to couch on
this subject matter. I have been opportune to see the length and breadth of
‘how to’ and ‘how not to’  go about running a real estate firm. My experience
blend in Financial Management, Risk management, Fraud Deterrence, Corporate
Governance, Strategy
Policy Formulation
Execution, and Financial
Analysis
Project Management with experience spanning across Real Estate,
Financial Services, and Professional Services
Management Consulting gives
me a complete plot of how to build a sustainable Real Estate corporation in the
Continent.

The book is
designed using real life scenarios and case studies of major real estate firms
in Africa, with specific attention to Nigerian market. A beautifully designed
case of the major strengths and weaknesses of an African Real Estate firm-Mainatlanticview, was featured, this case and book is a must read if considering
real estate Investment in Africa.

Like most start-up
businesses, the cloud of Mainatlanticview Limited started to yield rain in
mid-2000s when the real estate market was on its boom in Nigerian market.
Mainatlanticview was operating at the Centre of the residential market and the
high-end sector. Projects were delivered in record time, customers were happy,
brand equity was increasing and bigger deals were rolling in. Attracting
project finance was a work over as the project speaks for the goodwill of
Mainatlanticview, banks and investment companies were willing and ready to
advance facilities to this prodigy firm who in less than five years of its
existence have attracted more than a score result to itself.

The President
(Mr Laban Lewis), major decision maker and sole risk bearer leverage on his
personality and self-worth to project the company and its product. Laban had a
vision to revolutionise the face of real estate in Nigeria and Africa at large.
His strategy was to attack the housing deficit of 17M in Nigeria by churning
out thousands of housing units yearly so that in its ten years of existence
they will be the highest house producer not only in Nigeria but out of Africa.

The numbers
of homes churned out have captured stakeholders’ attention that they became
curious of the firm’s trade’s secret; are they enjoying government’s aids,
foreign support or some form of strategic alliances not open to the public.

Congratulations
Messer. Mainatlanticview after years of toiling and challenging insurmountable
odds, you’ve finally moved through the gates of start-up hell. You’ve
established product and market fit, you’ve also assembled talented and passionate
team who has bought into your business philosophy.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

we’re asking
for help to turn an idea into reality.

 

Unveiling
Africa's Real Estate Treasures

 

 

Outline


The African Real Empire is divided into five chapters for ease of reading and better sequencing.

Chapter 1 The
overview of Real Estate market in Africa(Extract)

The postulation that
African will become the fastest growing economy in the next decade and
increasing economy of the continent has also attracted thousands of foreigners
who, in pursuit of opportunities in Africa as business people or expatriate
workers, now reside in our cities too. In addition, new businesses are
springing up everywhere and foreign companies are jostling for a presence in
our cities. There is now, more than ever, a bursting demand for commercial and
residential properties.
The question is can
the residential
and commercial real estate[1]
available in many of Africa’s cities keep up with the rising demand of the
city’s population? People are looking for “pay and pack-in “properties or
undeveloped land to build their own houses. This has put a massive pressure on
the property market in urban cities. A massive construction boom is in full
effect to ‘try’ to satisfy the growing real estate demand and also bridge the
huge housing supply gap.
However
as thousands of houses are being churn out into the market every year, there is
little effect noted in the housing deficit decimal, could it be that most
people that can  afford to buy properties are not mostly first home
owners, hence the housing deficit margin still remains unnoticeable.  Real Estate and Construction and development are big
businesses now in Africa and will become even bigger in the coming years.

Chapter 2 How
the cloud came loaded(Extract)

Like most starting business, the cloud of
Mainatlanticview Limited started to yield rain in mid-2000s when the real estate
market was on his boom in Nigerian market. Mainatlanticview was operating at
the Centre of the residential market at the high-end sector. Projects were
delivered in record time, customers were happy, brand equity was
increasing and bigger deals were rolling in. Attracting project finance was a
work over as the project speaks for the goodwill of Mainatlanticview, banks and
investment companies were willing and ready to advance facilities to this
prodigy firm who in less than five years of its existence has attracted more
than a score result to itself. The critical success factor of Mainatlanticview
at its growth stage was its financing model of project managing short projects
that can be delivered within 6-9 months maximum, which helps the financing
model also. As Mainatlanticview was financing its project largely on debt and
will not need to suffer full interest obligation in an annual year before
liquidating project account and closing out.

Like most fast growing companies, Mainatlanticview was conveniently
surpassing its competitor more than ten folds. Government couldn’t even match
50% of the housing units that Mainatlanticview was churning out on a yearly
basis. Congratulations Messer. Mainatlanticview after years of toiling and
challenging insurmountable odds, you’ve finally moved through the gates of
startup hell. You’ve established product and market fit, you’ve also assembled a talented and passionate team[2] who has bought into your
culture.

Chapter 3
Mainatlanticview Amplified

Light showed at the end of the tunnel
for Mainatlanticview Limited, when one of its major litigations that were
booked as a contingent liability turns out to become a contingent asset. Inflows of about $500,000,000 was estimated to pass
through the books of Mainatlanticview within the next three months. It was
indeed like when the holy book says, when the lord turn away the captivity of Zion, we
were like men that dream.

Chapter  4 Peculiarities for African Real Market(Extract)

It is
worthy of note that one of the challenges of the Nigerian real estate companies
is that they are mostly mono-product organization and largely concentrating on
residential development. Worthy of note that a diversified and a proper
blending of varying real product lines is what can bring about the anticipated
sustainability desired in African Real Estate.
The real estate residential market in Africa have been saturated with mostly
residential development largely  because
it is almost impossible for developers to secure long term financing on long
term basis, hence the need to develop a product that they can easily cash out.
Since most residential development are mostly on sales basis, the only escape
route for a developer financing largely by debt is to develop a project that
suites the project financing period. The biggest challenge is the absence of long-term
funding to undertake housing projects which usually have a long gestation
period. Available financing through the commercial/mortgage banks are
short-term with a business that is largely on long term which is a mismatch. ....so what is the BIG idea

Chapter  5 Kelly
Williams' approach , a necessary condition
To be build sustainable real estate corporation out of Africa, going global is a necessary condition and deploying Kelly Williams approach is a sufficient condition........ 

The book covers the overview of real estate market in Africa and strategies for playing in a volatile environment and still remain sustainable in the continent property market.

There is no laser targeted book written on this subject matter up to date, or  that answers how to deal on real estate matters in Africa like African Real Empire has done. A research and due diligence exercise can run for months and cost thousands of dollars without tapping the knowledge synchronised in this book, you can not hit it on point. The book is designed to enrich the body of knowledge and accessibility for professional judgement. A must acquired book for every  investor , consultant, students, start-up and government agencies.

[1]: http://www.smallstarter.com/browse-ideas/real-estate-and-construction/real-estate-investment-in-africa/
[2]: http://management.fortune.cnn.com/2012/10/23/attracting-great-employees/

Audience


Primary targeted market for 'The African Real  Empire' include but not limited to:

1. Real Estate experts in Africa

2. Offshore Investors with outlooks in African real estate.

3. Due Diligence experts in real estate

4. Financial analyst

5. Capital ventures.

6.Funding partners

7. Government agencies

8. Entrepreneurs and start-ups

9. Career Couch and public speakers

10. Students of real estates

The book 'The African Real Empire' is a complete guide to 'Doing it right the first time' and also a pragmatic approach to studying African real estate market on your device or just from your library shelve. A must read, for anyone that thinks of anything related to real estate in Africa.

With global investors starting to look seriously at sub-Saharan Africa, Emerging Trends in Real Estate looks at the key markets and interviews five of the leading players for their views on the investment climate.[1]

[1]: http://www.pwc.com/gx/en/industries/financial-services/asset-management/emerging-trends-real-estate/global-outlook-2015/african-opportunity.html

Author

Oluwaseun Ajila presently serves as the Group Managing
Director/President of PFH Group; a global Financial Management, Real Estate and
Consulting Corporation with its head office in Lagos , Nigeria.

A Financial and Management expert with broad experience in
Risk management, Fraud Deterrence, Corporate Governance, Strategy
Policy
Formulation
Execution, and Financial Analysis
Project Management
with experience spanning accross Real Estate, Financial Services, Professional
Services
Management Consulting.

Oluwaseun was named Managing Director/CEO of Primewaterview
Limited in January 2015 and prior to which held two other c-level roles; Chief
Risk Officer and Chief Internal Auditor, culminating a six-year rise through
the company. She previously served as the Deputy Head of Audit
Controls
in CMB Building Investment Company; she also served as the Chief Finance
Officer to Amnetwork Nigeria Limited a builder’s mart firm.

Oluwaseun had served in various committees and task force;
she was the Secretary to Tenders Board in CMB Building Investment between
May-October 2009, the Secretary to Executive Management in Primewaterview
Limited between 2010-2013 and till date, the secretary to GRC Committee, a board
oversight Committee of Primewaterview Group.

A sought after speaker and facilitator of various seminars,
trainings, workshops and sessions in finance, control and audit contemporary
issues. Oluwaseun has attended many leadership and executive training from MIS
training Institute, Boston; USA, Compliance week; Washington DC USA and
numerous Conferences by Institute of Chartered Accountant in Nigeria,
internationally and locally.

She holds a BA degree and a Masters in Business
Administration (Accounting) from Obafemi Awolowo University and University of
Lagos respectively. An associate of the Institute of Chartered Accountants of
Nigeria (ICAN), A Certified Fraud Examiner, an associate member of the
Institute of Internal Auditors, Certified Six Sigma Master Black Belt  and Certified by ACCA for Competency in
International Financial Reporting Standards(IFRS).

Promotion

 

Purpose: The
book is intended as a guide to establishing a viable real estate investment in
Africa and tapping into the continent’s treasure of property business. The
purpose of this marketing plan is to detail an action-oriented plan to launch
the book into the marketplace, generate sales, and find ideal readers. A
secondary purpose of this plan is to generate leads by way of the
LiveHacked.com mailing list, through in-book and blog post signup invitations.

Target Market:
The African Real Empire‘s ideal reader is adult Investors with aspiration of
making sound investment decisions in Real Estate matters in Africa. The ideal
reader is someone who desire to an evolving and peculiar business environment
that requires conscious planning and expert’s guide

Reaching
Target Market (Overview): The African Real Empire will be released first on
Amazon.com in ebook (Kindle) form at a low introductory price. Leading up to
the launch date (TBD), the author will send free copies of the book to “beta
readers,” in exchange for an honest (yet not obligatory) Amazon review.

Step 3:
Define Strategic Action Steps (Marketing Tactics)

Strategic
Action Steps (External):

1.
Advertisements: Advertising will be procured via the following websites:
BookBub, KindleBoards, Goodreads, and BookGorilla. The budget for these ads is
$500 (subject to change) over a 30-day period. The advertisements will send
traffic to 1. The Amazon sales page for the initial book launch, and 2. The
Amazon sales page for the “free promo” days. The advertisements will be a book
description and front cover image.

2. Blog
Tour: The author will write and submit requests to post articles on relevant
blogs, focused on helping author write, edit, promote, and finish their books.
These posts will mention The Africa Real Empire and link to the Amazon sales
page, but will not be overtly focused on selling. The author will prepare and
write 30 posts for this purpose, and will attempt to publish at least 20 on
relevant blogs. The author will try to schedule the blog post “go-live” dates
for the first week after the launch date.

3. Social
Media: Social media will play a supplementary role in marketing ‘The African Real
Empire’. Social media posts on Twitter, Facebook, Google+, Goodreads, and brief
mentions on the LiveHacked.com mailing lists will point to the blog posts
mentioned in the “Blog Tour” section. This indirect promotion will strengthen
the overall marketing strategy by cross-referencing posts, articles, and social
media mentions.*

 

4.
Interviews: The author will seek out at least 20 interview opportunities both
on podcasts (audio) and on blogs (written). 20 questions and answers will be
pre-written, but the author will of course request that additional/alternative
questions be asked. These interviews will focus on the subject of writing, including,
style, planning, outlining, marketing, and promotion. The author will try to
schedule the interview “go-live” dates for the third week after the launch
date.

 

5 Any
hard-copy of ‘The African Real Empire’ books sold will include at least a
bookmark, and possibly a printed postcard as well.

 

 

 

“Internal”
marketing, stuff originating from  within
my circle

 

 

6. Mailing
List:

7.
LiveHacked.com

8. Facebook:

9.
Word-of-Mouth:

10.

 

Step 4:
Tactical Breakdown (To-Do List):

 

 

6 Weeks
Prior to Launch:

•Finalize
eBook versions

•Send “beta
reader” advance reader copies

•Set up
follow-up emails to beta readers (asking for a review) to send 2 and 4 weeks
from now

•Write 10
blog posts (for blog tour)

•Prepare 20
interview questions and answers

 

4-5 Weeks
Prior to Launch

•Purchase
and schedule launch-week advertisements

•Finalize
print book versions (and print giveaway copies)

•Submit 10
blog posts for blog tour, requesting “launch week” as publish date

•Submit 10
interview requests, requesting “launch week” as “go-live” date

•Write and
schedule 20 tweets, Facebook posts, and any other social media updates

•Write 10
blog posts (for blog tour)

 

2 Weeks
Prior to Launch

•Submit 10
blog posts for blog tour, requesting “launch week” as publish date

•Submit 10
interview requests, requesting “launch week” as “go-live” date

•Write 10
blog posts (for blog tour)

•Schedule
print version book giveaway(s)

•Prepare
internal blog posts and mailing list mentions

•Purchase
and schedule “free promo” (week 3) ads

 

1 Week Prior
to Launch

•Review
marketing/launch plan

•Review
guest post publish dates (mark them on calendar)

•Review/confirm
interview appointments/posts

•Send
“launch week” email to mailing list

•Submit book
to Amazon via KDP Select (don’t publish until 24 hours before your launch
date!)

•Create
tracking/sales spreadsheet

 

Launch Week!

•Personal
email to friends and family (let them know book is ready to buy!)

•Publish
book on Amazon KDP Select

•Send email
update to mailing list (launch announcement)

•Schedule
follow-up update to mailing list for end-of-week (“Hurry! Sale ends this
week…”)

•Respond to
comments and discussion on blog tour posts

•Interviews

•Send update
to beta readers (“Now’s the time to post your review!”)

•Begin
Facebook posts to “word of mouth” audience

 

1-2 Weeks
After Launch

•Review
first-week sales; alter/redo advertisements

•Respond to
blog tour and interview comments

•Send final
follow-up email to beta readers (end of 2nd week)

•Solicit
requests for in-person appearances (use reviews as social proof)

 

3-4 Weeks
After Launch

•First “free
promo” on Amazon (5-day)

•Run “free
promo” ads

•Twitter,
Facebook, social media mentions of free promo

•Final
giveaway of swag/hard copy book

 

 

Competition


1.
Build A Legacy, Touch Freedom-Dr. Chomba Chuma
Description:In the book, Dr. Chomba Chuma makes it clear that he wrote it as a guide for would-be investors to use in order to help them avoid making the common mistakes that often dissuade people from following the path of real estate investment. “Build A Legacy, Touch Freedom” has a substantial focus on how one could go about
building a sustainable passive income stream through effective property investment, while also creating a legacy for their families for years to come.
2.    The Real Book of Real Estate: Real Experts. Real Stories. Real Life. by
Robert T. Kiyosaki[1]
Description: The book was designed to assit onetime home buyer , life time investors and financial advisors to have a pragmatic approach to real estate dealings in the most valuable way. The book was written by experts who have practiced what they teach and  now teaching the readers how to thrive, not merely surviving, during turbulent economic times in real estate sector.

3. The ABC's of Real Estate Investing: The Secrets of Finding Hidden Profits Most Investors Miss-Ken McElroy                 .

Description: The author provide insights into the  understanding it takes a team to be successful in real estate, determine whether you want a partner and evaluate partner candidates based on the qualities required for a good partnership Research Can Be Fun? - Become familiar with online resources such as newspapers, trade publications, government and trade organisation websites Swamp Land For Sale - Stay away from gut feelings. Select one market, preferably one close to home, that you may be interested in. You Own It...Now What? - set up your systems for maintenance, accounting and rent collection. Get involved in local supporting professional affiliations. Enforce the policies and procedures in the lease without exception and respond quickly to your residents with a smile!

4.Commercial Real Estate Investing For Dummies-
Peter Conti[2], Peter Harris[3]

Description: The book revealed strategies of finding great properties, size up sellers, finance your investments, protect your assets, and increase your property’s value. You’ll discover the upsides and downsides of the various types of investments, learn the five biggest myths of commercial real estate investment, find out how to recession-proof your investment portfolio, and more.

5. Rich Dad Poor Dad: What The Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!-
Robert T. Kiyosaki[4]

Description: The book is the story of Robert Kiyosaki and his two dads—his real father and the father of his best friend, his rich dad—and the ways in which both men shaped his thoughts about money and investing. The book explodes the myth that you need to earn a high income to be rich and explains the difference between working for money and having your money work for you.

The African real Empire is a combination of these great books in a single dose, with particular focus in what works in Africa, when we consider Real Estate Investment.
 Real estate expert love to generalise the market accross space and time,but a complete guide to what makes African market different, safest way to deal and how to remain sustainable in the treasures of the continent)

[1]: https://www.goodreads.com/author/show/600.Robert_T_Kiyosaki
[2]: http://www.dummies.com/store-search.html?query=Peter+Conti
[3]: http://www.dummies.com/store-search.html?query=Peter+Harris
[4]: http://www.amazon.com/Robert-T.-Kiyosaki/e/B001H6GV90/ref=dp_byline_cont_book_1

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