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T

his is the first letter I plan to write


about our work at the Ajala Travel
Company. This letter was inspired
by Bill Gates recent habit of writing
about his work at his foundation.
His courage and appetite for risk have inspired me to
become an entrepreneur. In this letter I will share with
you our vision, how we plan to achieve it and the progress
we have made. I will also share some of the many
challenges we have faced along the way; how we have
overcome some of them and our plans for overcoming the
rest of our problems.

From Sports Medicine to Tourism


Since October of last year 2009, I went from working as a
full-time Sports Physician to being full-time Promoter and “In this letter I will
Chief Executive of the Ajala Travel Company. I took some share with you our
time off to complete my first non-fiction book titled vision, how we plan
Failure: A portrait of an African professional. In the book I to achieve it and the
write about how I have achieved most of my career
progress we have
success through failure. I was recently honoured with the
made. I will also
Nigerian Young Professional of the Year Award for
share some of the
establishing myself in the exciting and rewarding field of
Sports Medicine. I will publish this book later this year. many challenges we
have faced along the
A lot of my friends and family are concerned that I might way; how we have
not find my work at Ajala as rewarding as my practice as a overcome some of
Sports Physician. My work in Sports Medicine has created them and our plans
great opportunities for me to contribute to the
for overcoming the
development of Sports Medicine in Africa. As a former
rest of our
captain of my college Basketball team, Sports Medicine
allowed me to contribute my clinical skills towards
problems.”
developing sports in Nigeria in my role as Team Doctor of
the Lagos Islanders Basketball First division professional
basketball team and National Team Doctor of the National
Hockey Team. Sports Medicine has also exposed me to the
world of international sports; it gave me an opportunity to

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travel and work in over 15 Nigerian and 10 African cities. I “Sports Medicine has
have also developed my leadership and management skills also exposed me to
in my position as the Clinical Director of Special Olympics the world of
International Healthy Athletes Program in Nigeria. Most
international sports;
importantly it introduced me to the opportunities in
it gave me an
African Tourism.
opportunity to travel
My career in sports medicine was my first venture. Sports and work in over 15
Medicine is an undeveloped medical specialty in Nigeria. I Nigerian and 10
was confident that there was a need to develop specialists African cities.... Most
in the field of sports medicine despite criticisms from importantly it
family and friends. With passion and a vision for a future introduced me to the
as a Sports Physician, I undertook a clinical attachment at opportunities in
the Columbia University Center for Shoulder Elbow and African Tourism.”
Sports Medicine and some additional training with the
International Olympic Committee and the International
Federation of Sports
Medicine. A few years
later I have had the
privilege of working as the
Team Physician of the
Nigerian National Hockey
Team and was appointed
as the Clinical Director of
the Special Olympics
International Healthy
Athletes Program in
Nigeria. I was also
appointed as the Chief
Medical Officer of the FIBA
Africa Men’s Basketball
Championship in 2006 and
got a chance to work at
the 2008 African Cup of
Nations hosted in Accra Ghana and was most recently
accepted as a member of the FIFA Football Medicine
Network. There have been many failures along the way in © The Ajala Travel Company: Dr
my quest to contribute to the world of sports medicine, Dayo Osholowu Ajala Cofounder
but this venture has been more rewarding. Today I see on his first Bunji Jump in Victoria
even great opportunities in the African Tourism industry Falls Zimbabwe
thus my newest venture: Ajala.

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Every venture has a beginning, what began two years ago
as a group trip organized for 7 friends who really wanted
to see the pyramids in Egypt has evolved into a brand
name in outgoing tourism in Nigeria and is set to become
the most recognized brand name arranging packages tours
for residents of Nigerian cities who want to see the
leading destinations in the world.

I started The Ajala Travel Company in 2008. As often


happens with start-ups, “Ajala” began as something I built
for myself and friends. I needed a company that would
help me and my friends plan tours to the leading tourist
sites around Africa and the rest of the world. With my
connections built from travelling around Africa as a Sports
Physician with Nigerian professional sports teams, I hit on
the idea of “a package tour company” to fill the void in the
marketplace. I spent several nights discussing the idea
with my friend and Alder Consulting Intern Gbenga
Adetimehin. I asked him to help me build a “packaged tour
brand” the market would love. © The Ajala Travel Company: The “Ajala
7”on our first tour to Egypt
We came up with the name “ajala” put together a sketch
of what we wanted the logo to look like and bounced
ideas on how we would create a brand around the popular
“ajala” appropriation for Nigerian travellers. We wanted “Every venture has a
to build a brand that would embody the spirit of travel. beginning, what began two
The Ajala brand draws from an old story of a Nigerian years ago as a group trip
traveller who lived during the 1950s or so. He was said to organized for 7 friends
visited many countries during his time and several myths
who really wanted to see
have been woven around his personality and travels.
the pyramids in Egypt has
Some say he has children from several women all over the
world. Others claim he travelled on a scooter, a truck or
evolved into a brand name
even on foot. His fame rose to prominence with the in outgoing tourism in
composition of a song in his honour by a Nigerian Nigeria and is set to
musician. It begins “Ajala travels all over the world...” become the most
recognized brand name
For us it was a concept waiting to be owned like a shell
arranging packages tours
seeking an occupant. We like to think we have woven our
own Ajala around the myths not the man. Think of it like for residents of Nigerian
Mario Puzo creating his own “romantic mafia” (by his own cities who want to see the
admission); we are recreating our very own Ajala. We leading destinations in the
believe our brand strategy is centred on delivering his world”

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story. In a sense Ajala the myth is the story teller. The “By November 2009, a year
beauty of the Ajala brand is that it is already some form of
and a half after their first
cultural icon in the minds of most Nigerians we have
tour organized for 7 friends
surveyed. Most people recognized the name and are quick
to draw a connection between the old fables of a local
to Egypt, we had recorded
traveller going global and a start up Travel Company. 3000 customer inquiries
and 4 million naira in sales.
We aim to draw associations from the myth of the man. Ajala was also appointed
Just as he sated his thirst for new experiences through
as the Tourism promotion
travel and adventure, we like to see ourselves as in a
partners of the Zimbabwe
venture where the economics and delivering on our brand
are important motivators. Tourism Authority in
Nigeria and Ghana and
We put together some capital and after a fortunate was invited to participate
meeting with Biola Kasim a Partner at the Elev8 Brand
at the United Nations
communications company in Lagos we were in business.
World Tourism
His team helped us develop the brand and in a few weeks
we had a website and marketing flyers. We also began
Organization (UNWTO)
placing classified adverts in popular dailies and gradually Think Tank during the 2009
“ajala” began to spread by word of mouth. World Tourism day
Celebrations in October of
These first few months were exciting and stressful. For the
2009.”
rest of the year Gbenga and I worked on Ajala and planned
tours for Nigerian travellers to Cross River, Ghana, Egypt,
Dubai, Abu Dhabi, Brazil, South Africa and Tanzania. While
working on this I continued to travel working as a Sports
Physician and Gbenga started his own consulting practice,
but all the while, “ajala” was growing. By November 2009,
a year and a half after their first tour organized for 7
friends to Egypt, we had recorded 3000 customer inquiries
and 4 million naira in sales. Ajala was also appointed as
the Tourism promotion partners of the Zimbabwe Tourism
Authority in Nigeria and Ghana and was invited to
participate at the United Nations World Tourism
Organization (UNWTO) Think Tank during the 2009 World
Tourism day Celebrations n October of 2009.

Following several discussions and a seed funding


commitment from my father an avid investor and
© The Ajala Travel Company: Dayo
economist. I have decided to turn “ajala” from a lifestyle Osholowu Ajala Travel Company
company into a full time venture. I am taking a break from Founder with Prof Geoffrey Lipman,
my medical career to “raise ajala” and focus on it full-time. Assistant Secretary-General &
Spokesperson, UNWTO at the 2009
I am seeking to raise 50 million naira in seed funding to UNWTO Tourism Think Tank

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create a private limited liability company that would
complete research and development of our “package tour
products” and begin initial marketing of the Ajala brand.
The Ajala Travel Company will own, operate and manage
two “Ajala Travel Shops” (our prototype “ajala” travel
retail outlets) and develop a franchise scheme to launch in
every major market in the West African region in 5 years.
I am also seeking joint venture alliances with the Pay-tv
industry in Africa to create a premium cable channel
featuring travel and tourism related shows and
documentaries with an African twist.

Gbenga is focusing on building his consulting practice but


still hold shares in the Ajala Travel Company and a position
as a Director with The Ajala Travel Company to offer much
needed strategic direction for building the Ajala brand.

In November 2009, I was fortunate to meet up with a long


“I have decided to turn
time friend and avid traveller: Folarin Anifowoshe. He just
returned to Nigeria from working for 3 years with the “ajala” from a lifestyle
Global Management Consulting firm Tata Consulting company into a full time
Services. I meet with him and sought his insight on the venture. I am taking a
Business development and recruitment of a talented break from my medical
Board of advisors and management team for the Ajala career to “raise ajala” and
Travel Company. We spent a bit off time discussing the focus on it full-time. I am
current trends in the global tourism industry and he seeking to raise 50 million
offered some firsthand advice on the role packaged tour
naira in seed funding to
companies had played in the growth of tourism in Asia. He
create a private limited
saw an opportunity in the Ajala Travel Company and
offered to join my management team and help me achieve
liability company that
my vision of building a great package tour company. would complete research
Folarin currently heads the operations of the Ajala Travel and development of our
Company and is using his expertise in Human Capital “package tour products”
development to help recruit a world class management and begin initial marketing
team to help us actualise our vision. of the Ajala brand.”

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The Vision and how we will achieve it
Ajala is in me. It is the spirit I have sought to posses in my
travels around Africa and the world. The spirit of naive
confidence that makes a man travel around the world
presumably on foot. A spirit that ignores the status quo
and seeks to achieve its potential even if its sole purpose
is wondering the earth. For me the spirit of Ajala is the
spirit of the alchemist. The desire to find that dream that
is inside you, your sole purpose in life.

Our vision at the Ajala Travel Company is to create the


Nigerian Tourist. We want to have Nigerians "travelling all
over the world". The idea started out to build a brand that
would be the most recognized brand known for marketing
and distributing "package tours" to Nigerians. This dream
though achievable will require a great amount of
knowledge of the global tourism industry and an even
greater amount of Capital. We will profit by “capitalizing”
on our two greatest assets: human capital and intellectual
capital. We create intellectual property through time and “The ajala brand is a
effort and profit by exploiting and protecting these assets
great idea, a great
through the acquisition of formal property rights to create
source of intellectual
credible, verifiable, efficient and sustainable business
Capital that we intend to
models and hence income streams.
draw to its fullest. For me
The ajala brand is a great idea, a great source of Ajala is in the Intellectual
intellectual Capital that we intend to draw to its fullest. Property business first
For me Ajala is in the Intellectual Property business first
and then secondly an
and then secondly an investor in the global tourism
investor in the global
industry. In November 2009 we submitted our application
to the Nigerian Copyrights commission for the rights to
tourism industry. In
the name, trademark and copyrights of our brand “ajala”. November 2009 we
For us the ajala brand is the embodiment of the spirit of submitted our application
travel and that is the foundation of our vision. To actualize to the Nigerian
this vision we go to work every day do build our brand, Copyrights commission
travel and tourism industry know how, tourism trade for the rights to the name,
secrets, trade partners, customer relationships and ideas trademark and
of ways to generate income. We go to work every day to
copyrights of our brand
think up new ways to exploit and leverage all these
“ajala”.
"intangible assets" to achieve our goal of building the

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most recognized brand helping Nigerians travel all over
the world.

Today Ajala is pioneering the retail “packaged tour brand”


in the Nigerian Market. It is going to get the attention of
Nigeria’s 150 million residents by launching a premium
travel and tourism brand offering packaged tours to the
region’s best destinations with bargain prices and a strong
call to action: travel with ajala! The vision of this ambitious
start-up is to build the most recognized brand name
marketing and distributing travel packages and travel
related content in the West African region by the year
2013.

We will position our brand as the direct to customer


service offering "Packaged Tours" from a "Credible,
Verifiable and Trustable" brand at a "bargain price" in
January 2010. We will obtain seed funding to develop and
begin initial marketing for the Ajala Travel brand, selling
our packages directly to the customer through our
corporate sales desk, online and through our sales
network and affiliates.

We will then attract angel funding to design, own and


operate two profitable flagship stores in Lagos Nigeria and
begin research and development of the Ajala TV Channel
and Travel Shopping Network by end of 2010. In 2011 we
will seek venture capital to launch franchises across major
markets in West Africa and distribute Ajala TV in pay-tv
markets across Africa.

By the year 2013 we will be operating Ajala Travel shops


offering packages to all the leading destinations in every
major West African city and will have launched Ajala TV a
premium satellite and cable television channel that
features documentaries and shows related to travel and
leisure around Africa and the world. This is our vision for
Ajala and this is how we will get there.

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The Progress we have made so Far
Timeline: The Ajala Travel Company

2010

- January | Registration documents for the Ajala


Travel Company: A limited liability partnership
filled with the Corporate Affairs Commission of the
Federal Republic of Nigeria.

- January | Dayo Osholowu publishes his first annual


letter on his work at the Ajala Travel Company:
offering a personal view of his venture with Ajala
and insights on the vision for the company. He also
discusses the progress made so far, the challenges
and how they have overcome them.

- January | The Ajala Travel Company begins search


for new Corporate Office in Lagos Nigeria

- January | The Ajala Travel Company mentioned in


article by Next Newspapers in feature story on
tourism in Nigeria: The tourists are just not coming
by Ayodamola Owoseye on January 11, 2010

- January | Dayo Osholowu decides to promote Ajala


as a full time venture and officially takes break
from his sports medicine career to promote “The
Ajala Travel Company. Folarin Anifowoshe a former

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employee of Tata Consulting Services India
recruited to join management Team as Chief
Operating Officer. We also began a search for a
Talented Board of Directors, Solicitors,
Accountants, Financial Advisors and Management
team to help achieve our goal of establishing the
Ajala Travel Company in Nigeria and raising 50
million Naira in seed funding.

2009

- December | Recorded 3000th sales inquiry at the


from a client requesting packages to Cape Verde
and Gambia

- November | The Ajala Travel Company mentioned


in BuisnessDay Nigeria: The most influential
business daily in Nigeria on the 27th of November
2009.

- October | The Ajala Travel Agency appointed as


official partners to the Zimbabwe Tourism
Authority to promote Zimbabwe Tourism products
in the West African Region: Accra and Ghana.
Initiates talks with African Sun hospitality group to
distribute tour packages featuring their hotels in
Nigeria, Ghana, Zimbabwe and South Africa.

- October| Invited by the Zimbabwe Tourism


Authority to participate in Songanai International
Tourism Conference in Harare Zimbabwe.
Participated in official tour of Zimbabwe visiting
major sites in Harare and Victoria Falls.

- October | Ajala Co-founder Dayo Osholowu


honoured with invitation to a meeting with the
Vice President of the Federal Republic of Nigeria
Jonathan Goodluck at the Presidential Villa Abuja
following his award as the Nigerian Young

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Professional of the Year along with Nigerian Beijing
Olympic Silver Medallist Yagazie Chukwumerigie
and MTV Africa Music Awards winner Dbanj. He
was invited this year to meetings with the World
Bank Vice President for Africa: Mrs Obiangeli
Ezekweseli, Prof Patrick Utomi of the Lagos
Business School and Mr Bob Dewar the British High
Commissioner to Nigeria in recognition of his
award winning professional career.

- September| Invited to participate in Official Tour


of Ghana for tour operators hosted by the
Ghanaian Tourist Board. Initiated partnerships with
leading Hospitality groups to distribute their tour
packages to Nigerian Tourists.

- September| The Ajala Travel Company invited to


participate in the 2008 UNWTO World Tourism Day
Celebrations hosted in Accra Ghana on the 27
September 2009: Met with and initiated
partnerships with hospitality groups and tourism
authorities around Africa including the Tourism
ministries of Tanzania, Swaziland, Ghana, Togo,
South Africa and Zimbabwe.

- August | Sold 30th package and recorded 4 million


naira in sales from a package to a repeat customer
buying a package to Dubai.

- April | Completed registration documents of the


Ajala Travel Agency: Registered as a partnership
with the Corporate Affairs Commission of the
Federal Republic of Nigeria with Registration
number OG3323 in line with the Companies and
Allied Act of 1990 to operate in the Tourism,
Hospitality and Hotel industry.

- January | Sold 15th package to a couple visiting


Dubai

- January | Wrote first Ajala apology letter: To a


client locked out of her hotel room in Dubai for not
paying attention and mixing up her hotel bookings
as we did not anticipate that we would get 7
10
travellers travelling over the holiday period. We did
not get sued.

2008

- November | Attended World Travel Mart at the


ExCel London: Joined the WTM Meridian Club and
entered into informal partnerships with 22
Companies distributing package tours to the world
leading destinations including: Ghana, South Africa,
Tanzania and Dubai.

- October | Participated at the Platform: A national


entrepreneurship forum hosted at the Tafawa
Balewa Square in Lagos Nigeria. Our first public
presentation of the Ajala brand which produced a
huge positive response.

- June | Following a chance meeting with Brand


expert and Partner at the Elev8 Brand
Communications agency Biola (On a road trip to
Ghana with Dayo). Dayo shared the idea of his
great company with Biola and he offered his
professional services in helping us design our brand
and a communications strategy in a barter deal for
some package tour discounts. Ajala’s current brand
communications (online and off-line) redesigned
by the Elev8 Brand Communications Company.
Current logo was designed by graphic artist, visual
communications expert Lawal Bakare.

- April | Sold first packages to a group of 7 friends on


a tour to Egypt. We call them the “Ajala 7”.

- February | Idea of “ajala” a package tour company


was born: following several late night meetings by
Dayo Osholowu and Gbenga Adetimehin: Co-
founders of the Ajala Travel Company. Visited Cairo
and entered into informal partnership to be a retail
package tour agent of Egypt Air Karnack: A tourism
subsidiary of Egypt Air. First logo sketched and
designed by founder Dayo Osholowu on using his

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desktop publishing program. Our first Web site
www.aja.la (ajala.com was taken) was designed
and launched in March 2008 featuring only
information on our tours to Egypt.

Our Challenges
There have been many challenges on this journey to “raise
ajala”. The most vivid memory was receiving a call from
one of our clients in Dubai complaining that the hotel had
just locked her out of her hotel room because we failed to
confirm bookings for the last night of her stay. She
threatened to sue us for putting her through such distress.
I remember having a conversation with Gbenga later that
night. We were sure this was not what we had planned for
in building this company. Fortunately the mistake was
corrected by a miracle from our trade partners in Dubai.
We wrote her an apology letter and I visited her at home
personally to tender a proper apology. It is amazing what
an honest apology can do. I’m not sure she will travel with
us again in the near future but we made her a promise to
make sure we fixed the problems by putting in place a
comprehensive plan in place to provide a better service
for our customers, more tools and resources for our team
and improved procedures for handling operational
difficulties in the future.

We realised we needed to pay more attention to this


company if we wanted to continue in this venture. Getting
sued was a risk we both could not afford personally. We
had to make a decision to close down our operation or get
some serious help with building a proper business.
Fortunately our web site subscription was about to expire
so we decided not to renew it or place any more classified
adverts in the papers. An amazing thing happened though;
we continued to receive an average of 2 inquiries a day via
Facebook, email and over the phone. Most of them were
referrals from our previous customers. Ajala had taken on

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a life of its own and I grew more confident of the market
need of our brand.

For us to continue in this venture we would need to raise


additional capital from friends and family. We had a
growing profile but we still needed a business model and
an exit strategy for investors if we were going to get that
capital. I spent a lot of time over the next few months
researching the packaged tour business model and
meeting with as many experts as possible to learn the
about the tourism industry and our chances of accessing
finance in the future. My conclusion after all my research
was that we would achieve our vision and more because
the Ajala brand could create capital. How? The Ajala Brand
is currently positioned to become the number one brand
fulfilling the need to “have holiday plans taken care of” in
the Nigerian market. As the current competition between
travel agencies is not between what destinations they
offer, but between what they add to their services in form
of packaging, added services, advertising, customer
advice, financing, delivery arrangements and other things
people value. The Ajala brand can immediately be valued
based on its potential to become the market leader in
selling travel and tourism services to the Nigeria market;
immediately in the city of Lagos, the commercial centre of
Nigeria and then every major city in the country. As things
are, this potential is huge as there are currently no
services pioneering the “package tour business model” in
Nigeria or offering much added value in the tour operation
business, thus my decision to go ahead to “raise ajala”.

But I must add that my decision was made mostly because


I realized that the Ajala brand like all assets can not only
serve its immediate physical purpose of being a name
asset that can generate capital only through the marketing
and distribution of tourism services. This name asset can
also live a parallel life as capital in less tangible ways. The
Ajala Brand can be used to put in motion more production
by securing the interests of other parties as “collateral”.
For example by assuring the supply of travel content to
the pay-tv industry or the publication of a comic strip or
even a movie or anthology of poems about ajala. Can the

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Ajala Brand live this parallel life? Truth is the Ajala Brand
can continue for the next year and trade as a tourism
company and accumulate dead capital (aka goodwill) and
not produce value beyond its natural state. The question
then is how will we convert the Ajala Brand as an
intellectual asset to generate capital?

Hernando De Soto, the award winning Peruvian economist


said: “ Dead capital exists because we have forgotten or
perhaps never realized that converting a physical asset to
generate capital – using your house to borrow money to
finance an enterprise, for example requires a very complex
process. It is not unlike the process that Albert Einstein
taught us whereby a single brick can be made to release a
huge amount of energy in form of an atomic explosion. By
analogy, capital is the result of discovering and unleashing
potential energy from trillions of bricks......”

The Ajala Brand is an asset that can be converted to


generate capital. It is a single name that can be made to
release a huge amount of capital. In the rest of this letter I
will reveal to you the potential of this Nigerian brand and
hope you come to understand the value of the Ajala
brand.

Capital is the part of a company that initiates production


and increases productivity? The Ajala name has brought
about the production of over N4 million in one year of
production. In addition to this it has also contributed
travel and tourism related content to several publications
as a barter for much needed press exposure. Classical
economists believed that capital is the engine that powers
the market economy. In the Wealth of Nations Adam
Smith emphasized one point that is at the heart of the
Mystery of the Ajala Brand: How much is Ajala worth?

He said “for accumulated assets to become active capital


and put additional production in motion they must be fixed
and realized in some particular subject which lasts for
some time at least after labour is past. It is as it were, a
certain quantity of labour stocked and stored up to be
employed, if necessary, upon some other occasion”.

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What we at The Ajala Travel Company take from this is
that our Capital i.e. “our value” is not our accumulated
stock of assets but the potential we hold to deploy new
production. This potential is of course abstract. It must be
processed and fixed into a tangible form before we can
release it – just like the potential nuclear energy in
Einstein’s brick. I summary I quote Hernando De Soto.

“This essential meaning of Capital has been lost to history.


Capital is now confused with money, which is one of the
many forms in which it travels. It is always easier to
remember a difficult concept in one of its tangible
manifestations than in its essence. The mind wraps itself
around “money” more easily than “capital”. But it is a
mistake to assume that money is Capital. Money facilitates
transactions, allowing us to buy things, but it is not itself
the progenitor of additional production.”

The Ajala Brand is Capital.

Our 2 year work plan

Thank you for taking the time out of your busy schedule to
go through this letter. In conclusion I will share with you
our work plan over the next 2 years and will continue to
keep you updated on our progress as we achieve our
preset milestones. Thank you again and have a great year
ahead.

Dayo Osholowu
Co-founder The Ajala Travel Company
25th January 2010

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Ajala’s 2 year work plan (2010 – 2011)

December – February 2010: Obtain seed funding to


complete development of Ajala Packaged tour service and
begin initial marketing.

January 2010: Open Ajala Corporate office and launch


Ajala Sales and Marketing Network

March 2010: Launch 1st Ajala Travel Center in high traffic


area in the Victoria Island area of Lagos Nigeria

June 2010: Seek angel funding to launch 2nd Ajala Retail


shop Ikeja Airport Area of Lagos Nigeria

December 2010: Own and be operating 2 profitable Ajala


retail shops in high traffic locations (Ikeja Airport
Area in fourth Quarter)

June 2011: Seek venture funding for Franchise


development and roll out of Ajala Travel Franchise in
Major markets in the West African region.

August 2011: Begin development of Ajala Travel Shop


Travel Franchise scheme and launch Ajala Call
Center and Magazine Catalogue Order Scheme

August 2011: Achieved Target of 2000 buyers of Ajala


Travel packages thorough our various distribution
Channels and wide acceptance for Ajala Brand in Nigeria
with drive to enter other African
markets.

December 2011: Achieve target of 3,000 buyers of Ajala


Travel packages
December 2011: Begin roll out of franchise in major
markets in West Africa: Cross River, Abuja, Accra,Port
Harcourt.

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