#18 - Always indomitable by Inspire Afrika

JUNE - AUGUST 2016 #18

ALWAYS INDOMITABLE YOUNG CAMEROONIANS ENTREPRENEURS SPEAK OUT

CONTENTS

6. NEWS

10. FAVORITE

8. TRENDS

THEY LOOK AT CAMEROON FROM THE SKY

PHILIPPE JONG AND JIM BAKOUME, AGRICULTURE STORIES

5. EDITO

16. INSPIR’ORGANIZATION MELTING POT DEVELOPMENT : JUST A SMILE

13.

INSPIR’INTERVIEW ALEXANDRE MBIAM

20. DARE TO INSPIRE EASY RIDE

24. INSPIR’START-UP CIRCA237

31. INSPIR’ECO

WHEN CAMEROONIANS SHOP ON THE INTERNET

32.

TOUGHTS OF... YANN GWET

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

28. CAREER PIT BACCARDI, GODFATHER OF AFRO-POP +237?

34. FOCULTURE THE ‘‘PUSH PUSH MEN’’ OF ANGLOPHONE CAMEROON

36. 4 QUESTIONS TO STELLA MEKA ENGAMBA-YINDA

INSPIRE AFRIKA MAGAZINE - Issue #18 June - August 2016

REDACTION TEAM EDITOR IN CHIEF JOAN YOMBO

RAISE STANDARDS!

ART DIRECTOR ALICE AMIEL

‘‘What can we do about it? Cameroon is Cameroon.’’ If you are from the ‘‘Africa in miniature’’ and you grew up there, this sentence should sound familiar to you. It’s more a cultural reflex than a simple sentence. It is also the answer (nearly) automatic for aberrations, injustices and other failures that can sometimes be observed on Cameroonian soil. But what the sentence mostly reflects is a certain state of mind: Citizens who let themselves drown in the daily routine, and forgot that they have the right - and above all - the duty to demand the best from themselves and from society. Let’s admit that in Cameroon, we tend to settle for (too) little. But I have the conviction that what is happening behind the scenes is far more interesting: Cameroon has an extraordinary potential, just waiting to be exploited. Among its assets, a gifted agricultural sector (agriculture accounted for 20% of global GDP in 2014) and an educated population (A literacy rate of 71% among adults in 2012); and the list goes on... In 2015, Cameroon was the fourth most entrepreneurial country in the world according to the Global Entrepreneurship Monitor. This raises the question of our perception of the entrepreneur. Forget the suits, the shiny shoes and the airplane back and forth. In many African countries, including Cameroon, entrepreneurship is primarily cultural ... and often informal: most people have two or three additional activities that allow them to complete their principal income: a neighborhood shop, a taxi activity, a ‘‘call box’’ .... What is missing is to professionalize these activities, but above all is to raise standards. Why should I find it normal that the taxi which I take every morning is dirty? Why should it be right that the ‘‘shopkeeper’’ from the corner does not say hello to me when I go to his shop? Why should I find it normal not to be paid in due time after performing a service? The outbreak of this potential will also pass through this collective awareness. In this issue, you will have an overview of what is happening behind the scenes: young ‘‘Kamers’’ who decided to leave the lethargy and brave the obstacles. They rub the path to excellence and restore the country’s coat of arms. Because ultimately, being an entrepreneur, being less than 40 years and ‘‘being local’’ are definitely not quite sufficient reasons to be mediocre. Those Kamers are of all kinds: music producers, architects, farmers, agency managers... They have 3 things in common: sense of work performance, rigor and result-oriented culture. Enjoy your read!

EDITOR IN CHIEF - ENGLISH CHRYS NYETAM EDITORIAL FOR CULTURE SECTION MARIE SIMONE NGANE TRANSLATIONS RAKY TOURÉ, ANITA BAKAL

RESPONSIBLE FOR PARTNERSHIPS AFRICA HYACINTHE ISSOMBO AMERICA ANITA BAKAL EUROPE FRANCESCA NGAHANE

CONTRIBUTED TO THIS ISSUE Orphée Noubissi – photograph and founder of Dokoti Events Bee Makina – Make Up Artist and founder of Uzuri Make Up Ludovic Nsangnou – Content Curator for Inspire Afrika Magazine

INSPIRE AFRIKA MAGAZINE IS EDITED BY ANINKA MEDIA GROUP GENERAL DIRECTOR CHRYS NYETAM DIRECTOR OF PUBLICATION JOAN YOMBO SALES MANAGER ANITA BAKAL PUBLIC RELATIONS IVAN NYETAM Cover: Jim Bakoume, Bee Makina, Sophy Aida, Philippe Jong, Stella Meka Yinda, Serge Owona Photo credit, Orphé Noubissi, Studio Dokoti Advertisement: Dju’Events / 06 83 61 87 82. Partnerships / Media / Recruiting: inspireafrika@inspireafrika.com The non-accredited pictures are taken from Google Images and are in no way the property of Inspire Afrika Magazine.

Editor-in-chief

INSPIR’NEWS

The singer Blick Bassy released a book on immigration (Cameroon) Born in Cameroon, Blick Bassy has lived in France for more than ten years now. After experiencing success in Cameroon in the 90s with the Macase group, the singer has already released two solo albums. His Music style is lyrics in Bassa’a mixed with American blues. In the summer of 2015, the Apple brand chose an excerpt from the song Kiki for an ad. His first book entitled Moabi Cinema was released on May 11th 2016. He denounced the closure of borders and advocates the creation of a world without visas.

Africa hosts a Diamond League athletics meeting for the first time (Morocco) The Diamond League has been organized since March 2009 by the International Association of Athletics Federations. It brings together the best athletes in the world who will compete in 32 individual disciplines. After many stops in Asia, Europe and North America, the tour which has 14 meetings a year now stopped in Rabat. This is the first time that Africa hosts the competition.

Ivory Coast now has its company for video on demand Founded and directed since 2015 by Vamehi Bamba, the company MIABOX has launched pre-orders for its video on demand service and live television on the internet. 50 TV channels (including 25 African channels) and more than 5000 hours of movies and series will be accessible via the web and the mobile app between June 1 and July 1, 2016. Member of the French Tech Abidjan, a platform that brings together digital actors in Côte d’Ivoire, MIABOX intends to become a major player in the TV market in the country.

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

4 The exhibition ‘‘Lumières d’Afrique’’ travels throughout Africa (Senegal) Inaugurated in 2015 in Paris at the Chaillot Theatre, the exhibition “Lumières d’Afrique” starts his trip to Africa. Made of videos, paintings, sculptures and photographs produced by 54 artists from the continent, it calls for international mobilization for the creation of an access to the energy network. After Abidjan where the exhibition has been live since late April, it will move to Dakar during the month of June. Aïda Muluneh, Ethiopia, Darkness Give Way to Light (Chelema le berhane botawen seelek), 2015, Tirage sur Hahnemühle photorag baryta, 120 x 120 cm ©Aîda Muluneh

5 The brand of black dolls ‘‘Queens of Africa’’ will make its debut in the USA (Nigeria) The Nigerian Taofick Okoya has a goal: to allow each little black girl to identify herself to her dolls. He launched the dolls brand Queens of Africa in 2007, and was one of the pioneers in this field. Manufactured in a small factory in the outskirts of Lagos, the dolls come in different versions based on the Nigerian tribes they represent. This summer Taofick Okova will visit several US cities to meet her future customers and extend the kingdom of its Queens of Africa.

6 The African Development Bank bet on ICT and Youth AfDB wants to put youth and innovation at the heart of its new project delivery approach. The bank recently launched the program IYES (Innovation and Youth Entrepreneurship Support Programme) to help young Africans develop technologies and innovative projects. Coaching workshops, weekends focused on start-ups and incubators will be set up, and also a distance learning program.

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

TRENDS

THEY LOOK AT CAMEROON FROM THE SKY By Ludovic Nsangou Photo credits, Camair Drone Boy

We wanted to republish this article, which was one of the most read on www.inspireafrika.com few months ago. Let’s go back to the #dronemania in Cameroon. Is it a new trend? Few months ago I attended one of those outdoor events that are now trendy among the youth of Douala. Everything was going on well until I saw, out of nowhere, two devices flying over the crowd in ecstasy: everyone was gesturing towards the sky. I did not know what it was, but received some clarification on these two ‘‘things’’ coming and going above us later: it was drones. Frankly, the names of these objects and their use were buried somewhere in my memory. I used to associate drones with war. So I became worried: we were in a civilian area conducting a quite innocent activity in a great environment... It was finally explained that the drones were there to capture the beauty of the moment... from the air. I was fascinated! A drone is an unmanned aircraft remotely piloted, able to conduct missions of civilian or military orders (i.e. maps or monitoring missions). Indeed, most of the time, drones are used during military conflicts. However, a whole market of civilian drones exists for a while now. It just started to open to the general public through mini-drones, used as much by adults as by children. The craze for these flying objects in Africa, is becoming greater, but data on the market for civilian drones,

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

precisely on the continent, are rare and precious. In an article published by BBC, Jonathan Ledgard, Director of Afrotech project, believes that drones could represent 10-15% of the transport sector in Africa in the next decade. Furthermore, regulations on civilian drones are not clear enough, except for Rwanda. The country has made pioneer industry in establishing a legal framework for their operation. It will host the first ‘‘Drone-port’’ of the world, on the shores of Lake Kivu in Kibuye. So I went in search of what is done in Cameroon in the field, and I came across two passionate people. Let’s start with Junior Chavez. Better known under the pseudonym of ‘‘camairdroneboy’’ this photographer and cameraman, set up a company called B TV Media, which specializes in aerial photography. This’’artist of the sky’’, posts the most beautiful aerial pictures of Cameroon on his Instagram account, Snapchat and Facebook, thus reinventing the promotion of tourism in the country. He worked, among others, with the Cameroonian filmmaker Jean-Pierre Bekolo, the rising star of Hip-Hop Jovi and some organizations such as EDC (Electricity of

Lom Pangar Dam

Cameroon) and FEICOM (Fond of Special Equipment and On Mutual Assistance). Junior Chavez wants to beautify the Cameroonian label, first in the eyes of its inhabitants and then to tourists and potential investors: ‘‘Our drones show the picture from above, allowing us to admire the Beauty and to fix defaults. All I watch is not necessarily beautiful. But it gives us a different perspective, and also allows us to follow the development of our country through the sky’’. Visionary though he may be, he does not forget the other crucial sectors for the development of the country to which the dronemania could be used: ‘‘The sector that will mostly benefit from it is agriculture. We can check our crops in a more efficient manner and multiply them. E.g. which part of the production suffers from lack of water or sun, watch the animals or insects that destroy plants, etc.’’ he says.

aims to deploy a range of drones-based services in Cameroon and throughout the continent: ‘‘We mapped dozens of streets of Douala and shared these images with our partner Aymard Bamal, a Cameroonian entrepreneur who created ShoOwer, a geolocation application which will allow our citizens to circulate easily in the city’’. And to answer the question about the contribution of the drone to the tourism economy and the Cameroonian culture, it refers to a case study: ‘‘The Ngondo is one of the major cultural events in Cameroon, we presented it under a new angle and broadcast images on multiple platforms, including our YouTube channel. Thanks to social media, we have reached more than 5,000 people. With these images, some will discover a positive aspect of Cameroon and will want to visit the country. This represents entries for hotels, transportation, and the economy as a whole”. By observing these two drone lovers, I cannot help but thinking that the development of Africa may come from the sky!

My second meeting was with William Elong, a young entrepreneur of 23 years old, who is defined as ‘‘a dreamer without limits’’. William’s dreams led him to establish the Drone Africa project. This initiative

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

FAVORITE

PHILIPPE JONG AND JIM BAKOUME

A G R I C U LT U R E

S T O R I E S Interview par Joan Yombo Photo credit, Orphée Noubissi Jim Bakoume and Philippe Jong have two things in common: the desire to bring more to the development of Cameroon, and agriculture. It is in this perspective that Jim, 22, a software engineering student at the Higher Institute of Siantou in Yaoundé decided to put his expertise at the service of agriculture, which he identifies as a growing sector. He then launched the application Farmtech. Philippe is a ‘‘returnee’’ who after a business management degree at UQAM, returned to Cameroon to indulge in his passion, food. On the ground, he noticed a lack of quality garden products on the Cameroon market and decided to launch his own company, ÜkoFood, to compensate for this lack. Meet the two young men who may not have chosen the easy way ... Inspire Afrika Magazine: Philip, you founded ÜkoFood and Jim, Farmtech. Can you tell us more? What are they about? Jim: Farmtech is a dedicated solution for farmers, which has three main pillars: Notifications by SMS on food prices in different markets, on weather data, and on the tips and tricks to optimize their activity; A marketplace where we connect farmers and buyers; Workshops on how to use Farmtech and show farmers new techniques in their field. Philippe: ÜkoFood is a brand of organic gardening products launched in 2014 and distributed by the cooperative society Pandora Lands. We help restaurants located in Douala with their supply of high quality fresh food. We aspire to become the first partner of restaurants in Douala. IAM: Have you done training in agronomy? Philippe in a forum, you explained how difficult it is to document on agriculture in Cameroon, especially when we are focused on organic products. Where did you learn the basics you have today? Philippe: I have no training in agronomy but I thoroughly read on the market gardening and the different branches of agriculture. I informed myself a lot on the internet. On the field, I conducted many exchanges of good practices in order to carry forward all my crops. I attended various conferences and seminars in France and Canada. From the technical point of view, I can say that I have a solid knowledge of the business. But I think the missing information is local information. All the knowledge I had on agriculture were based on Western reality. But according to geographical areas and climates, we do not practice agriculture in the same way. When it does exist, local information is outdated. Jim: : I’m in the same situation as Philippe. I have no special training in agri-business. I learned on the job and I enormously documented myself. Information is always available if one really tries.

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IAM: Can we say that agriculture is a sector «difficult to access» in Cameroon? Jim: What makes agriculture ‘‘difficult’’ in my opinion is the logistics. The roads are generally bad and it is difficult to transport the goods from villages to cities. Philippe : I would say that the real problem of agriculture is related to the land. You have to have land to use... IAM: In this regard Philippe, how did you acquire the land that you are operating now? Philippe: : I was very lucky because I have a family who already owned lands. But around me, I meet young farmers who are facing this problem. Yet look more closely, this problem can be circumvented. Many landowners wish to make their land available. But there should be motivation and will, in order for the youth to travel to remote areas to exploit the land. IAM: Thus there is a paradox in Cameroon: Agriculture is a growth industry, which nevertheless remains unattractive, especially among young people... Jim: Yes I confirm it. Most of my classmates were surprised to learn that I was doing farming whereas I have a background in computer science. According to them being a farmer is a degrading and dirty profession. It’s a cliché that is anchored in people’s minds. But the biggest farmers in Cameroon are our ministers and directors, or major businessmen, who have plantations in their villages, and employ people to look after their land. Philippe: I quite agree. When I say that I am a farmer, people generally look down upon me. But I think it is a problem to be found everywhere. Agriculture in general does not appeal because, as Jim says, it is

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If you ask young people to engage in agriculture, they need to have in front of them models of success. The problem is not in the passion of youth.

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associated with many negative things: dirt, poverty, etc. In Cameroon, it is believed that when you are a farmer, you’re poor. It’s just ignorance. IAM: Philippe, what does it mean to make organic products today? Is it not simply a label to sell? Agriculture in Africa isn’t it already ‘‘organic’’? Philippe: Very good question! Your last observation illustrates the prejudice that people often have on farmers and especially the lack of information on this business. Farmers in Cameroon use a lot of pesticides and chemical fertilizers in their products. But in general, since we think of the farmer as a poor person, it starts from the premise that they cannot afford to buy pesticides and consequently work naturally. But this is completely wrong. It is true that the word organic raises a lot of misunderstanding today. But according to ÜkoFood, it really refers to the fact that we produce naturally, simply because we have at heart to provide superior products. We are putting together an Üko chart, where we will explain what our commitments are and what organic means to us. IAM: You are a follower of greenhouse cultivation. What does it bring as a plus compared to other culture techniques? How long does it take to harvest? Philippe: The greenhouse cultivation is the best cultivation technique that exists. The results are exceptional. The greenhouse is used to control external shocks such as temperature or insects, to name a few. Moreover, we can really grow everything you want, no matter the season. The loss ratio in terms of harvesting is very low. In terms of the crop cycle, we are on about 2 to 3 months, which is the shortest cycle in agriculture. This cycle corresponds to all garden products: tomatoes, peppers, bell peppers, etc. IAM: Jim, one of your solutions is to notify Farmtech farmers on fluctuations in food prices in local markets. How are these prices fixed and how do they differ? Jim: There is a real variation in prices in our markets. The price of the tomato, for example, is not the same in Mokolo market and the Mfoundi market. The transport system is different, and each seller sets their prices according to specific needs. On the platform, the prices will be updated daily. We have a team that will go

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Most of my classmates were surprised to learn that I was doing farming whereas I have a background in computer science.

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down to the field to give us information about the price of each product. This will be done in key markets in each city and on the basis of the most requested products. The application will be also useful for housewives, who can know what the market offers them in the lowest price. IAM: From your studies, in 2015, 60% of Cameroon’s population was employed in agriculture. These farmers are not all connected to the Internet. How do you proceed to reach the greatest number and offer your services? Jim: All farmers are not connected to the Internet, but most have a mobile phone and are connected to the mobile network via Orange, MTN or Nextel. They will be well able to use our SMS service, which will allow them to register on the platform, to introduce their products, receive notifications when a buyer is interested or has purchased one of their products. They will also receive as explained above, tricks and tips to accelerate their business. They do not necessarily need to have internet access or a smartphone. IAM: Specifically how will you earn money with Farmtech?

Jim: The SMS will be charged to farmers daily, weekly and monthly. We are still debating, but we will start at about 25 FCFA per day, 150 FCFA per week, and 500 FCFA per month. IAM: How could we encourage young people to engage in the industry today? Jim: JI think it all starts with the quality and the amount of subventions granted to farmers. Then there should absolutely be an improvement in the flow of food from villages to urban areas. And finally, we need updated information on the Cameroonian agriculture. Philippe: I think the solution is not linked to in the fact of encouraging more young people to enter the sector. There needs to be an implementation of coaching and performance tools in order to help those already in operation succeed. Without these solutions, any young person who decides to start without experience or with little knowledge will be slowed. If you ask young people to engage in agriculture, they need to have in front of them models of success. The problem is not in the passion of youth. Believe me, many young people are willing to engage in agribusiness.

INSPIR’INTERVIEW

ALEXANDRE MBIAM ‘‘THE ECONOMIC BOOM COULD GO THROUGH THE EXPLOITATION AND TRANSFORMATION OF THE COUNTRY’S NATURAL RESOURCES.’’ Words collected by Chrys Nyetam Photo credits, Orphée Noubissi

Graduated with a Masters in Finance from the prestigious Massachusetts Institute of Technology (MIT) and former finance consultant in the New York office of Deloitte, Alexandre Mbiam made a 360 degree turn in 2013. He decided to enter the field of mines and launched Xplor-Tech, structure in which he applies his expertise in finance and passion for the mining sector. President in the finance committee of the federation of mining in Cameroon - which has about thirty members - Mr. Mbiam is also a man of action who intends to contribute to the development of Cameroon’s mining industry. Inspire Afrika Mag: How does one get in the mining sector when they studied finance? Alexandre Mbiam: When I was doing my masters at MIT I had the opportunity to attend conferences that spoke of major interest industries in Africa. During one of them, the potential of the mining industry in Africa was highlighted. Following this conference, I did some research on the state of this sector in Cameroon in particular. I found out that 60% of Cameroonian territory was unexplored and more importantly, that the mining sector was one of the sectors that the government wanted to promote. I then inquired about the possibility of acquiring exploration permits for metals, which could be developed in a country that has a very young mining culture. It should be noted that Cameroon had its first mining code in 2001; it was reformed in 2010, and is still being reformed. I.A.M: It was then after this research that Xplor-Tech was born... A.M: Exactly! Xplor-Tech is a company specializing in the exploration of gold and diamond, although our activity is primarily focused on gold. We cover a 200,000 hectares operating area in the Eastern Province of Cameroon, between Bertoua and Bétaré-Oya. The exploration activities that we’ve been carrying for 3 years now has enabled us to provide areas that can be exploited in semi-mechanized way. We have established partnerships with companies coming from diverse backgrounds. Those companies perform the exploration of historical riverbeds. The data they obtain allow us to better define the areas where we will make more advanced explorations, including through geochemical or geophysical methods, in order to highlight areas of interest that could constitute the primary source of gold. In other words, it comes to finding gold veins. Such areas ultimately will enable the development of real industrial operating mines. Presently, Cameroon does not have this type of mining. Therefore, the role of industry players - government and / or private companies - is to enable the advent of several industrial mines. This is what countries like Ivory Coast have done, whose mining code is one of the best in Africa.

I.AM: What is your medium-term objective? A.M: The objective of 2016 is to complete our first drill campaign. In 2017, we want to start our development phase by raising funds for the establishment of the first small industrial mine. We hope to begin industrial gold mining in the next two to three years. Mining is also a question of funding. The difficulty is often access to financing during the different phases of exploration, development and exploitation. It is the access to capital that allows mines to emerge. I.A.M: Why have you focused on gold and diamond while there are other minerals exploited in Cameroon? A.M: This is a deliberate choice that holds at the infrastructural weakness of our nation. One advantage with precious metals such as gold, is that at the time of the establishment of the factory and the entire camp for the operation of your minerals, you have very little infrastructure investment to be made. You don’t have a road to trace, you just need a clear track to deliver your product. Given the price of gold, you can move your products by car or by helicopter if necessary. Whereas when you are operating base metals such as iron, you need to make heavy investments in infrastructure. This is the problem that met the CAM IRON project which requires billions FCFA in infrastructure investment before the mine can be exploited. This mine is located on the border with Congo, south-east of Cameroon and requires the establishment of a railway linking to the port of Kribi. Although the net present value of this project was very positive, the fact remains that it has been extremely difficult to raise such an amount in a country that has a young mining culture. In other words, even if you arrive with a project that you have proved the economic validity, if the infrastructural amounts required are too large, you may not be able to grow your wealth. Whereas in the case of precious metals, because these infrastructure investments are not high, it will suffice to prove the economic feasibility of the project in order to raise the necessary funds. I.A.M: Let’s talk about the necessary human resources in this

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

FAVORITE field. How many people do you employ? What are the jobs you need? Is it simple to find in Cameroon? A.M: We employ 20 people full time. The good thing with Cameroon is that the country has been able to develop schools that train more competent youth. We surround ourselves with experienced local professionals and young graduates so that they gain experience and skills. It is with them that we start the process of exploration. The operating process is extremely expensive, we need human resources that are internationally accredited. I repeat: we do not speak of qualifications but accreditations. The qualification exists in Cameroon, but since it is young, globally and in the financial markets, it does not yet know the recognition it deserves. Therefore, when we get to a phase of pre-feasibility study or economic feasibility, we bring the experts accredited to NI403013 standards so that they confirm the results obtained by the structure, and then the funds can be raised. The young people we recruit locally are from the Polytechnic National School of Yaoundé, or school of Ngaoundéré mines. I.A.M: What are the advantages and disadvantages to practice in this area? A.M: The main advantage of this untapped sector is that it holds much hope for the entire nation. In the case of CAM IRON, if the mine goes ahead, it is tens of billions of dollars in profits for the Cameroonian Public Purse, and several thousand direct jobs created. Moreover, the social impact is already seeing wide alluvial operations. In principle, when a company moves into an area such as East Cameroon - where there are not enough schools, health centers, where child labor is unfortunately still a reality – it generally has a positive effect. It can finance the construction of a school or a well, and apply strict rules prohibiting child labor. The disadvantage comes from the development of the Cameroonian mining code process. The government wants to improve the attractiveness of our mining code to attract the interest of international investors. Unfortunately, its development is very complex and takes a lot longer than what the government and private sector actors have liked. However, we are confident that the problem will be solved during this year. The second disadvantage is due to the fact that mining, as agricultural activity is subject to the vagaries of international financial markets. You are not unaware that the commodities market in general has had since 2008 a progressive crisis. The gold market was spared until 2012, since an ounce of gold reached $ 1,900, but it ended up also hit. When there is such a fall, the impact is felt to advantage in the exploration phase. Generally, mines that are in operation continue to operate as long as they remain above their operating cost. For countries that have a mature industry, it’s not a problem because they can resist. But for a young country where mines are still being explored, such changes in the price of commodities is quite difficult to manage. The good news is that most of the territory was unexplored; there are areas where the operating costs are incredibly low. This means that projects are profitable. I.A .M: Do you think that Cameroon’s economic boom could go through the exploitation of natural resources? AM: Absolutely. The economic boom could go through the exploitation and transformation of the country’s natural resources. I emphasize the “transformation”. It’s only by controlling this added value that we will enable the country to really benefit from its resources and profitable projects that today are not. Like the case of the iron industry. Today, most of exploitation or exploration of the iron industry projects are stalled or idle because of the collapse of the iron. But in reality, if iron were to be converted, we could supply the entire sub-region in steel material. However, the main cost regarding this metal is transportation.

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If you produce locally, you will be productive. Some members of our federation made the study and realized that their projects become profitable once the transformation had taken place in the country. I.A.M: ou are also the president of the finance commission of the mining federation of Cameroon. What has been the impact of this federation in the daily practice of your business? A.M: Already I have to admit that our federation has had the pleasure of being invited to various meetings concerning the establishment of a new mining code. The draft code was presented to us last year and we have made comments there. Some of the comments were positive and others concerned matters that we believe should be reviewed. One of the points on which we insist is facilitating procedures for investors to access permits, and those providing access to the exploration phase. These processes can be relatively long, and require the signature of a state agreement. Although the government does everything possible for the proceedings to be expedited, we wish it to be a bit faster. We would also like that the VAT approximates what is done at the continental and international levels. Regarding precious metals and stones bases, VAT is 4 to 5 times higher than those practiced in neighboring countries. This is not attractive. We are pleased that some of these points are about to be improved. Our federation also had to intervene several times in disputes concerning territorial limits which oppose members of the mining federation among them, or members and other companies not part of the federation. We help to make sure these few disputes are resolved amicably. I.A.M: Let’s talk entrepreneurship. Does having a parent entrepreneur make business easier, or is it the contrary? A.M : Having a parent entrepreneur makes things much easier in terms of mindset. It is the mindset of the individual that determines its success above all else. In my case since my childhood, career in the public sector was not possible because my father made me appreciate entrepreneurship. This strongly oriented consciously or unconsciously the choices I made. Certainly, I was perceived as a spoiled son at times, it’s inevitable. Now it is for me to make a difference. One can be perceived in a way, but your successes or your failures will determine whether the initial judgments were right. I.A.M: Do you think it’s easy being a young Cameroonian entrepreneur? A.M: I think it’s extremely difficult. Some of the levers that can be found in other countries are not yet fully functional in Cameroon. When you start you need an initial capital. In many countries, what happens is that once you have proven the validity of your idea, you will be able to raise venture capital type of funds, then the private equity, and finally you will have access to credit from banks. The first two levers that are venture capital and private equity are almost nonexistent in Cameroon. It is therefore difficult for young people to obtain funding for the development of their activities. So they have to resort to organic growth, which by definition can only slow their growth. However, it should be recognized that the government has made efforts, in terms of facilitating the creation of businesses: You can start a business in 24 hours and get your bank account the next day. However, even when you can have access to bank credit, interest rates remain very high. In addition, when the first year passes, where you are exempt from taxes -as long as you do not exceed 15 million CFA francs in turnover-, and you need to meet the payments from your taxes and your patent, unfortunately, things start to become more complex. Also note that the passage of Customs remains something extremely complex, stressful and very expensive. All this is not making life easier for young Cameroonian entrepreneurs.

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Everything is binary in life and we have to admit it, money is crucial.

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

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INSPIR’ORGANIZATION

MELTING POT DEVELOPMENT : JUST A SMILE... By Louis Gilbert BISSEK Photo credits, Orphée Noubissi Sometimes, a simple formula can change the world. The formula used by Melting Pot Development (MPD) holds in three words: Give a smile. Serge Stéphane Owona, founding member of the movement and consultant in marketing and communications is at the head of the association. At thirty years old, this extremely driven man has a dream: to promote the equality of social chances for young Africans. Confucius said, ‘Don’t worry about not being noticed; try to do something outstanding instead.’ From this stems the personality of the President of the association, whose low profile and media avoidances is in contrast with the huge variety of action he undertakes on the field. Reading or listening to the speech of the founder of this non-profit, is an experience that combines wisdom, civic engagement, altruism and strong spiritual convictions. The rule is simple in terms of charity: the right hand should ignore what the left hand is giving. Light is given to an organization, which has chosen to break social, religious, ethnic and cultural barriers amongst African youth. culturelles entre ‘les jeunesses africaines’. Giving a helping hand

world (USA, Canada, France, Guinea, Senegal, Congo, Cameroon, Ga

Everything started from a strong awareness of human suffering. A look at a marginalized category, forgotten by society was enough for a group of African friends – of Cameroonian, Congolese, Senegalese and Malian nationalities – united by the same social realities and a common ideal, to imagine MPD. The determination not to turn away from orphans and street children, did the rest.

bon), in which fifteen members are active on the field. According to the president of MPD, who is very grateful for the sacrifices made by his former and actual road companions: ‘It is those members – with their physical, material or financial contribution – who enable us to fulfill these activities and to whom the association owes such longevity.’

Giving a smile. A patient effort -celebrating nine years next Octoberof healing those shattered souls and allowing them to trust their own capacities as well as life and other human beings. A voluntary work action was founded on 4 main pillars – education, health, nutrition and social insertion – in three out of the four countries where the association opened offices, at its creation in 2007: Cameroun, Congo-Brazzaville and Gabon. According to Serge Stéphane Owona, who would have wished to operate fully in four countries, the lack of activity in Senegal is a heart-breaker: ‘In Senegal, we were not able to establish the desired activities. The majority of our offices are based in Cameroon, Gabon and Congo-Brazzaville.’ A small disappointment, if we consider the effort the association dedicates to the unfortunate youth, regardless of the countries. Indeed, the activities and the original thought behind Melting Pot Development have now brought together more than 200 volunteers from around the

Indeed, the association that has, throughout the year, gathered support from heavy weights such as Tradex, RFI, Total, AES Sonel, Média Plus and even Samuel Eto’o Fils – who gave them in March 2014 the sum of 7500 euros – relies on fundraising from its members and sympathizers (clothes, shoes, notebooks, book etc.); financial and material sponsor support; and fundraisers events. This last instance encapsulates sociocultural activities like photography exhibitions and sales, music concerts and even galas. All this allow to finance the daily activities of the association, preparation of school supplies during the going back to school season of around 250 young orphans, organization of Christmas events and even social and sports activities. Therefore, when MPD makes a net benefit of 2 million CFA Francs on tickets for an Opera on Jazz Music on October 9th 2015 in Douala – with the master of lyrical art, Jacques-Greg Belobo – it is a substantial added value in favor of the cause. ‘Everything is binary in life and we have to admit it, money is crucial ‘ says Serge Stéphane Owona.

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

INSPIR’ORGANIZATION

Actions and words According to MPD, giving back a smile is also a form of civic engagement. With the values and mindsets that it tries to implement, the organization constitutes a lab of what African civil society can bring to nations. In addition, Serge Stéphane believes that the notion of individual responsibility in daily actions is at the heart of the development of African countries. He adds that:

‘‘

Collective conscience is born from civil society. We are in an era where actions must be taken. Many more individual actions are required and individual groups must focus on a common interest to build a common ideal.

’’

And the mission has already started. In Cameroon for instance, two key projects are being implemented in two of the four orphanages that the association sponsors on the national territory. The first project is about the construction of a media library for the Nkoabang orphanage – a few miles away from Yaounde – valued at 30 million CFA Francs. With three sections and with a possibility to open to the public, it is built to generate revenues for the orphanage in the aim of allowing it to become self-sufficient, to meet the needs of the young orphans. The second project is a small infirmary for the Tiko orphanage – in the South-East region – which while growing, will without a doubt generate professional vocations among the youth, and will also build up sanitary infrastructures in this commune of around a thousand inhabitants. Thus, the mid term strategy for MPD, is to give the children the means

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

to leave a precarious situation and create useful citizens for the continent as a whole. By doing this, MPD plans to take part in this solidarity chain while favoring the rise of other useful citizens to African countries. It is not surprising that after his own engagement at the head of the association, Serge Stéphane Owona envisions an evolution towards a foundation, that truly works like a company where general secretaries of sub-regional units would have real autonomy in their actions. They would therefore create more synergy with similar organizations with similar interests; and will benefit from the trust of nations. He concludes:

‘‘

It will be the proof that beyond the longevity of the association, we will have created this ability towards leadership and engaging initiatives. We have to stop being afraid of taking actions and start taking more initiative.

’’

As it awaits even more radiant days, for the last five years, the association will organize road trips in August. They represent strong moments for the association; they allow members and sympathizers to meet orphans across countries like Cameroon, where – in 2009 – the minister of social affairs counted 183,000 orphans and vulnerable children. The cities of Bamenda, Bertoua, Douala, Ebepda, Edéa, Yaounde and Tiko have already received visits during the five previous editions. What will the 6th edition hold? You be the judge.

DARE TO INSPIRE

EASY RIDE ‘‘SAFETY IS THE CORNERSTONE OF OUR VALUE PROPOSITION.’’ Words collected by Chrys Nyetam Photo credits, Orphée Noubissi

If the situation of transport in Yaoundé and Douala had to be summarized in one sentence, it would be «more taxis, less security.» Taxis are not always clean, and drivers often have negative attitudes. It is precisely for this reason that Barbara NJOH - who already had experience in the sector of car rentals - established in July 2015 EASY RIDE, a Car service with drivers. Her colleague Wilfried Chokoteu has joined her as Chief Operating Officer. Who would not want to be part of such a promising project? In less than a year, EASY RIDE has 25 vehicles spread between Yaounde and Douala, 70 employees, more than 25,000 runs to his credit and over 2000 subscribers. Inspire Afrika Magazine: How did you meet and what was the key element that made you know that you wanted to work together? Barbara Njoh: We connected last August through a mutual friend to whom I mentioned my idea and who wanted to assist me in the development of the mobile application and the service management software. Since he was out of Cameroon at this time, he asked me to meet Wilfried to who I explained in details the idea I had so that he could qualify the need in an IT solution. After an hour of brainstorming, it seemed obvious that we should deepen and formalize the ideas we shared. I.A.M: Which business model did you choose? Wilfried Chokoteu: To build up our project we chose the «business model canvas» method (from the Business Model Generation book). This process provides a comprehensive view of the service which is about to get launched and therefore helps to identify what the main issues are: What is the value proposition? Which customer segment do you want to serve? What are your key resources? What is your revenue stream? All essential questions we asked ourselves in order to set the basis of our service. These questions have also allowed us to define our market penetration strategy. I.A.M: Was your company’s creation process simple? If not, what difficulties did you encounter when creating it? Barbara: It’s never easy to start a business. The long and arduous administrative approaches to the tax and banking services, procedures for recruitment and staff training are all challenges that we faced when

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

creating EASY RIDE. Moreover, the choice of internet provider was an important decision knowing that our tools and processing orders mainly use internet. The quality and stability of our internet connection strongly impacts the quality of our service. I.A.M: What do you have to say on the success (or notoriety) of EASY RIDE? Wilfried: It is early to speak of success given the youth of EASY RIDE (we have only been active for 7 months), but yes we can talk about notoriety. We owe it largely to the innovative nature of our service and to the commitment of our entire team which is dedicated day and night, since the launch, to provide quality service to our customers. I.A.M: What is your competitive advantage? Wilfried: Our competitive advantage comes from three axes. Let’s talk about the quality of our vehicles which were all purchased at 0 km at the counter to avoid any inconvenience to our customers. Moreover, the service on board is an absolute comfort since we provide Ipads and an internet connexion. Finally, we should note the professionalism of our drivers and the discretion of our solution because our vehicles are completely unmarked. I.A.M: EASY RIDE is no longer accessible to the general public after 6.00pm, why? Barbara: Sending our vehicles to unidentified persons already present some risks as there is a possibility that the call could be a hoax. Of-

DARE TO INSPIRE

Barbara Njoh

fering this service at night, knowing that we have a lot of isolated and unlit streets in the two cities, is an additional risk for the safety of our drivers and for our fleet. That’s why we ask customers wishing to use the service after 6pm to first provide us a home location plan and a photocopy of their valid identity papers in order that such information can be recorded in our database. We are aware that there is no zero risk, but these precautions allow us to limit the risk of thefts or assaults. I.A.M: Safety is important to you... Wilfried: Safety is the cornerstone of our value proposition. When you order a taxi, you want to be sure of the morality of the driver who will pick you up. You want to know that in case of problems occurring during the journey you will have a single contact who will know the exact location of the vehicle in which you are in to assist you in the shortest possible time. It is for these reasons that our vehicles are equipped with tracking devices so we can geotag them in real time. In addition, our drivers are trained in defensive driving and their backgrounds were studied in order to attest of their good character. Finally, we have a hotline open 24/7 to provide rapid assistance to our clients during their trips. I.A.M: What are your short term goals? Barbara: As a young company we continually strive to improve our services and strengthen our offers. For example, our new product «outside city» which was launched two months ago, allows us to also accompany our customers during their long trips to the destinations such as Kribi, Limbe and Tiko. In the short term we expect to strengthen our fleet and later to open branches in other cities with high potential.

Barbara Njoh et William Chokoteu en séance de travail avec une collègue INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

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INSPIR’START UP

CIRCA237

‘‘We carry your brand to infinity and beyond.’’ Interview by Chrys Nyetam Photo credits, Orphée Noubissi It all started on social networks. Bee Makina, who was then based in South Africa, found the Instagram profile of Sophy Aiida Tankou. After several discussions, they decided to work together and create an integrated marketing and advertising agency of a new genre called CIRCA237. Their goal: to give a new breath to the world of marketing and communication in Cameroon. These two young ladies are convinced that creativity and strategy will be factors in the development of the continent. Inspire Afrika Magazine: What is the mission and purpose of CIRCA237? Bee Makina: CIRCA237’s mission is to raise the standard of communication and marketing in Cameroon and in the region of Central Africa. Observing what was done so far in our sector, we believe that marketing and communication can be better managed. As an agency, we must ensure that we provide innovative solutions that meet the needs of our customers. Sophy Aiida: Our slogan is ‘‘We are taking your brand to infinity and beyond’’. Whenever we take on the image of a brand, we put everything in place for it to communicate effectively by offering ideas that are out of the ordinary. We push brands as far as possible so that they can demonstrate their potential through their communication. Unfortunately, some companies are often shy in their communication and sometimes they do not understand the importance of having a marketing strategy or even investing in communication. We must also accompany these companies there, making their mark visible. I.A.M: What types of trades do you surround yourself with and how do you recruit? Is it simple to find such skills locally? B.M: Sophy and I have just two different but complementary worlds. I worked for nearly six years in an advertising agency in Singapore. Sophy worked in the world of media and film for a long time, so she knows how to communicate. We have the basic job positions of a marketing agency: a community manager, a graphic designer, a project manager, a photographer with whom we work regularly, to name a few. The luck we have with CIRCA237 is that many people come to us with their CV to see if we need their help. S.A: We have a very young team. First, because we are a startup, we could not necessarily afford to employ experienced people. Our recruitment process is therefore to hire the people we think are relevant. Therefore, we test them on real missions. This process is interesting because most of our team has the opportunity to get their feet on the ground and learn by doing. Our community manager for example started as an intern and now is full time. I would say that the skills are there, you just have to find them.

I.A.M: What is your work roadmap? Describe a typical day at CIRCA23? S.A: There is no typical day at CIRCA237. Every day is a new adventure. We have new challenges, we must deal with the unexpected and we must be ready to find solutions. We work in a field where you have to be constantly creative. And creativity can come from anywhere, be it when you are sitting in your office or at home. The only day that can seem typical is Friday, where we try to take stock of all that we have had as inspiration throughout the week. At each of these meetings we try to see how we can transform these ideas to our clients. However, we have clear processes. For example, when we prepare an event, we have a checklist; we follow a pre-defined roadmap to be sure that everything goes smoothly on the D-day. I.A.M: What would be CIRCA237 in figures? S.A: First we have existed for only a year and a half. Today we have more than ten clients including three with whom we have an annual contract. We work with Heineken, and we are charged to do activations around their brand. We also work with Martini and we are in charge of their communication in Cameroon. These two companies have renewed their contract with us. This proves that we are doing a good job. The other companies are Small and Medium Enterprises (SMEs) that have specific projects. Regarding the events, I would say we have organized a dozen events. It is also an opportunity for me to remember that we are not an event organizing agency. Many people think that the organization of events is our main activity, while it is only the visible part of what we do. Some of our customers do not need it. It all depends on their strategy and positioning. I.A.M: We all know that the most important thing for an agency is its client portfolio. How did you canvass your first client? Are you among those who think that in Cameroon you can only succeed through your network? B.M : We had our first customer by co-optation. The idea was to prepare a complete activation. We had to work on both the packaging and the launch of the brand in question. We also needed to prepare a marketing strategy for this company to enter the Cameroonian market. We

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

INSPIR’START UP

still work with the company today. S.A: In the Cameroonian environment, it is important to have relationships. It is not essential, but it can be useful. For this first customer we have been linked, but for Heineken, for example, we just knocked on the door and it was opened to us. We presented our concept and it was accepted. They gave us a chance and that’s how we were able to have our contract. I.A.M: Would you say it was difficult to convince these companies to work with you in general? B.M: After we worked for Heineken, people came to us. For Martini for example, we had offered them a project that did not go through. But after the successful event with Heineken, they approached us again to work with us. I.A.M: CIRCA237 is best known for its events. What is your view on the entertainment sector in Cameroon? Does Douala have a peculiarity when compared to Yaoundé? S.A: What is certain is that Cameroon needs more events. But we, Cameroonians, should organize events where guests live a real experience. Secondly, people should not think that they have to organize events to get rich. It is difficult to understand the attitude of some event organizers, for I tell you frankly, people go to war in order to have primacy over the organization of events. It is quite disturbing to me, because at the end of the day, it’s not that serious. There should not reach a point where some sabotage the work of others. Organizers should understand that even if they hold one event per month, people will come because there is almost nothing more to do in Cameroon. In countries like Nigeria or Cote d’Ivoire, there are events every day, whereas here there is barely one event per week. Unfortunately, people are ready to fight for it, whereas there is still much to do. Regarding the comparison between Douala and Yaoundé, Douala popularity comes mainly from the fact that the majority of companies are looking to have a reputation in the economic capital. I.A.M: You also watch brands and celebrities in their communication. What makes you different from other agencies? B.M: Yes. We worked with the artist Locko, who has just published his EP. We chose to work with him because among the artists who have approached us, he was the one whose artistic work was most successful. The comparative advantage of CIRCA237 is that we are a small company. Our size allows us to better focus on each of our clients and prepare their customized solutions tailored to their needs and ambitions. In addition, we travel a lot to be inspired by what is done elsewhere.

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

I.A.M: What difficulties did you encounter when you started and how did you bypassed them? Are they more or less related to your young age or because you are women? B.M: We have no problems in having new clients. But sometimes we face late payments, or administrative problems. And we have these problems both because we are young and because we are women. Once, we had a meeting with a man much older than us who thought he could address us as children. We had to make him understand that this was business and that age did not matter. One must also meet the administrative slowness. To operate legally, the procedure for opening a business like ours takes an average of three weeks in Cameroon. But to have our papers, it took nearly three months. I.A.M: What is the problem faced by Cameroonian companies in terms of communication? B.M: : I think businesses know that it is important to communicate but sometimes the real problem faced by Cameroonian companies is that they just do not know how to reach their target. I was watching an advertisement of a large local company a while ago and I realized that sometimes, companies do not even know the behavior of their consumers. They must however understand I.A.M: What do you think is the essential step to open an agency in Cameroon? B.M: I think the essential step to open an agency in Cameroon or elsewhere, is to first understand the market you want to serve, and find what you can bring that is different. This is the law for any business launch. Then you must know what you need to do to be effective. In our industry, there are several agencies, but they are not all competent. Many people think that if X was able to do something, then they will be able to do so. Yet things are not so simple. You have to have some knowledge based areas. I.A.M: Is it easy to work in tandem? B.M: The advantages outweigh the disadvantages. First work in tandem means that when you have an idea, your partner enriches you either by strengthening you in this idea, or by telling you that you are not going in the right direction. The goal in working together is to support each other while respecting the mission and corporate values. Then, for financial reasons, it is always cheaper to launch as a team. Finally, it’s nice to know that we are not facing difficulties alone. At first when we had unexpected turns we used to panic. But now that we know that we can really rely on one another, we take things with more serenity.

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

‘‘we

said to ourselves: ok, we

put our balls on the table - excuse the term

and we make

something really brilliant.

put the resources and expenses it takes to have an appropriate impact.’’

CARRIÈRE

PIT BACCARDI

GODFATHER OF AFRO-POP +237? By Louis Gilbert BISSEK Photo credits, Orphée Noubissi

Anyone who stayed in Yaoundé in August 2013 still has the image in his brain: the decision was sudden and the crime was perfect. No one had ever dared tackling the iconic building known as ‘Shell’ - next to the Cathedral of Our Lady of Victories - in the heart of the capital. Or rather, nobody had ever thought of that... Pictured on an extravagant canvas covering one of the facades of the building, the most famous trio of the country: X-Maleya. In a staging worthy of a blockbuster science fiction, Roger, Auguste and Haïs, half superheros half-men, stare at the whole town of Yaoundé teeming 40m lower. This is the beginning of the promotion of their third album named ‘Revolution’ ... The Bold move was made by Empire Company, directed by Guillaume N’Goumou alias Pit Bacardi. As he recalls: ‘‘We said to ourselves: Ok, we put our balls on the table - excuse the term - and we make something really brilliant. We put the resources and expenses it takes to have an appropriate impact.” ‘Result: 10 000 CDs copies were sold from the first day of the official release of the album on August 26, 2013! Rapper since 1996 and producer since 1999, the music industry has no secrets for Pit Bacardi. Its references have everything to delight the French Hip-Hop fans: Three albums - including a gold record for the first eponymous opus ‘Pit Bacardi’ in 1999 - and half a dozen mix-tapes as of today ; initiator and co-producer - with Jacky and Ben J – of the Premiere Classe label; his international professional collaborations show great taste. But, while his younger brother -Dosseh- is brilliantly waging the French hip-hop league, Pit Bacardi has chosen to return to the sources where he was born 38 years earlier.

BACK IN FLESH AND … SOUND. Empire Company results from a mix of patriotic fiber and businessman flair. Open in Cameroon in 2010 - after its creation in France in 2006 - the company is the challenge set by Pit Bacardi to himself in order to bring his share of originality to the rebirth of the producer profession in Cameroon. Indeed, since the glory days of Makossa and Bikutsi in the years 1980 to 1990, this activity was substantially slowing. Pit states: ‘I could have come out with more albums as is done routinely, but I wanted to bring something new, to fix a new challenge to myself. My job is to create ways for the artist to best develop his art. The merit of benefits belongs to the artist, while my merit is to enhance the good work he has made.’ And it’s not easy! Although there are two copyright corporations in the musical field in Cameroon, they are currently struggling to keep track of airtime on the radio, television, nightclubs or in advertisements and to donate royalties to artists. None of them currently allocates rights and/ or subsidizes the production or self-production activity. It’s in this context that Empire Company produces its artists. X-Maleya, Duc-Z, Magasco the group les Né-grié, choreographer King Creol and his troupe GTB have already benefited from the expertise of this professional firm and from its network. Thus, first X-Maleya became open to international featurings with Chidinma, J. Martins or

Patience Dabany during their collaboration, resulting in a nomination for ‘Trace Urban Music Awards 2013’ in the category ‘Best African Artist’. Moreover, Duc-Z remixed his famous track ‘Je ne donne pas le lait’ with Singuila in 2013. As if that was not enough, Empire Company launched Image Empire in 2015, an executive video recordings production center, in addition to the events center that already existed and that had organized and promoted concerts of Fally Ipupa, Mokobé and Singuila in Cameroun.

THROWBACK In addition to the structural problems related to the production activity in Cameroon, Pit has had to adapt to piracy and the emergence of ICT in Africa. Indeed, piracy has been largely responsible for the decline of artistic production in Cameroon in the early 2000s. Following the golden age of Makossa and Bikutsi in the years 1980 to 1990, the lean times forced a lot of artists to use either self-production, or the exercise of other activities to survive. Thus, giants of local production as Ebobolo Fia productions - with over 97 Bikutsi albums successes to its credit - had to close shop. In 2006, according to the Cameroon Music Corporation, 70% of the musical works of the country were counterfeit. The rise of the new technologies allowing people to easily download music for personal use or for sale did not help.

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

CARRIÈRE But Pit Bacardi also recognizes that ‘pirates are the best distributors of music in Cameroon because they are everywhere.’ Pragmatic and good strategist, rather than embarking on a costly witch hunt, he chose to commit his efforts to sales and marketing. How? By aligning the selling price of disks of his artists on the cost of the pirate market - FCFA 1000 - and using the same distribution channels. By pledging on the leverage effect of the massive presence of original products throughout the territory and hype via social networks and other ICT platforms, he made the winning bet. Initiated from the album ‘Revolution’ by X-Maleya in 2013, the strategy has allowed the label to accumulate 7,000,000 unique visitors on its YouTube account and 300,000 records sold - constantly rising and potentially convertible in entrance tickets for concerts. As he puts it:

‘‘

IF WE DON’T HAVE A WELLDEFINED SYSTEM, WE CREATE OUR OWN LOGIC.

’’

Even though the industrialization of the sector remains a goal, the 2010s promise to be more radiant for Cameroonian music in general. For half a dozen years, the +237 Afro-pop is regularly up the African hit

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

parades, and recent global successes like ‘Coller la petite’ by Franko, ‘Hein Père’ by Stanley Enow, or ‘ça sort comme ça sort’ by Maalhox confirm this trend. Despite the lack of clarity on the current profitability of the Cameroonian music industry - as opposed to the giant neighbor named Nigeria where musicians in 2015 realized an income of more than $ 150 million in sales of their works - Pit remains optimistic:

‘‘

From an artistic point of view, we do not have to envy what is happening in Nigeria, Ghana and elsewhere. Cameroon is a breeding ground of artists and incredible arrangers since the heydays of Makossa. We must continue this work there and there is a point where Universal Music and Sony Music will start operations in Cameroon.

’’

Until then, Pit Bacardi plans to release a solo mixtape in 2016 and does not rule out the possibility of launching an Empire Cinema, to complete the transition of the company to the executive production of videos he began with partners like NS Pictures.

INSPIR’ECO

WHEN CAMEROONIANS SHOP ON THE INTERNET By Marie Simone NGANE Photo credits, Willy Ndao pour OuiCarry.com 11% of Cameroonians have internet access but only 2% of the population makes purchases online (source: Afrikebiz Douala Forum 2015). Under the e-post project, which aims to digitize and interconnect 234 post offices across the country, the government has set up a data center. Cameroon’s Minister of Posts and Telecommunications said that it was «predisposed to house the platforms of e-commerce, e-banking, e-money, e-health, e-education and e-government.» The willingness of the country to invest in the digital economy is clear. With the evolution of online payment services, more and more entrepreneurs are investing in the e-commerce sector in Cameroon. E-commerce in Cameroon was first developed around social networks. Online stores have developed mainly on Facebook. Using the pages to showcase their products, sellers then agree on the price and delivery locations with the client. The same principle is now developing on Instagram. To adapt to the sector and the low rate of banking, the first true e-commerce sites were ad sites putting together vendors and buyers. Kerawa or Sellamquick are the pioneers in the market. In 2013, Anaïs Tchienda launched Wandashops, a website that allows ordering products online and paying at delivery. However, the rates are often high and few Cameroonians can afford them. The average salary in Cameroon is 32,670 FCFA, and according to the International Labour Office (ILO), nearly 6 million Cameroonians are underemployed. The arrival of Africa Internet Group will bring a new breath to the sector. With Jumia and Kaymu, marketers now have an online forum to showcase their products. Payments can be made on delivery, by bank deposit or online through Kaymu Safe Pay system. The other major player in the sector is the Casino Group with their Cdiscount service. According to a survey of Kaymu leader of e-commerce in the country, the e-commerce services are mostly used by those aged 25-34 (35%), followed by those aged 35-44 (26%), and 18-24 (20%). Men are more likely to use these services; 61% against 39% women. The main cities, Douala and Yaoundé are unsurprisingly the ones where services are most used. Nevertheless, one can observe a large proportion of users

in the north of the country with 9% of users in Maroua (Far North) and 6% in Ngaoundéré (Adamaoua). Cameroonians mainly order hightech products and beauty accessories (clothing, makeup, perfume and jewelry). The computer is 70% used to access online shopping sites. The cash on delivery is the most used means of payment. Besides the fact that it is convenient for people barely using bank cards, it provides a sense of security to users. The online business has bright prospects in Cameroon. The same survey by Kaymu forecasts a 75% increase in e-commerce figures in Cameroon in 2016. Tidjane Deme, Google Francophone Africa Director said in an interview with Ecofin: ‘‘There are a number of countries I look today with a lot of desire. Take a country like Cameroon, whose academic training is high. The literacy level is very high and the country is bilingual. It’s a great cocktail for success on the internet. But connectivity is a huge problem. Solve connectivity problems of Cameroon and you have a potential champion of the internet.’’ In addition to the high connection costs, Cameroonians are skeptical of e-commerce because of the prices. As highlighted by Danielle Ihbon, media blogger based in Cameroon , it is often easy to find the same products on the market. She takes the example of products sold 17,000 CFA francs on the site Jumia versus CFAF 10,000 on the markets, or some shoes sold at 8,000 CFA francs on a Facebook shop against CFAF 2,000 in one of the city markets. Concerning Cdiscount, delivery times ranging from 30 to 70 days discourages most users. With the ever increasing mobile penetration rates (71% in 2015 according to the National Statistics Institute), e-commerce sites will have to increasingly adapt to mobile services and solutions to secure payments. With the proliferation of mobile Internet offers, Cameroonians will increasingly connect their phones to the internet. The reconciliation with the developers of local solutions for mobile payment is a plus. Also, for further growth, the actors of online business in Cameroon would benefit from developing digital campaigns on social networks to reach the generation of 25-34 executives who aspire to have the best products in a timely manner at the best costs.

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

‘‘OVERALL WE ALL, ENTREPRENEURS AND NON-ENTREPRENEURS, SHOULD BE HUMBLER AND STRENUOUS IN OUR WORK.’’

THOUGHTS OF

YANN GWET Words collected by Chrys Nyetam Photo credits, Donie Gwet

Although it is difficult to define the typical Cameroonian entrepreneur without a caricature, it still remains certain: Entrepreneurship is in the air. Yann Gwet, Cameroonian journalist and writer, gives us his opinion in a few lines on this activity which aims to be one of the most attractive at the moment. The typical sketch of the Cameroonian entrepreneur ... According to figures released by GICAM a few years ago, 44.2% of Cameroonian entrepreneurs are graduates of primary school, and 14% have no diploma. Furthermore, 81% of companies are less than 10 years old. If there is a sketch of the Cameroonian entrepreneur, then he is a non-graduate, who is the head of a very delicate business, and probably exercises in the informal sector.

Let’s talk about the obstacles faced by Cameroonian entrepreneurs Structural barriers are known: corruption is rampant; infrastructures (roads, telecommunications, etc.) are of poor quality (which causes all sorts of costs); human resources remain a real problem; taxation is punitive, particularly for young companies that are not export-oriented (these are the most numerous); legal uncertainty is total (the cost of dishonesty is very low), funding opportunities are reduced, etc. For the rest, it depends on the entrepreneur profile: the typical entrepreneur, whom I am referring to above, will be held back by a lack of qualifications (with exceptions). There are many political entrepreneurs in Cameroon: those are using their status - politicians – to be granted all kinds of privileges and facilitate their businesses’ operations (some people brandish them as role models when they are not). Finally, there is a class of young and educated entrepreneurs who I think suffer from a poor emulation, a small domestic market in which purchasing power is low, a failure of regional integration, and also a francophone environment that is not conducive to business development.

... And the increasing number of initiatives I have no figures to assess the progression of entrepreneurial «initiatives». But it is true that entrepreneurship is fashionable. There was the fashion of computing in the 90s, then that of Finance until the beginning of the financial crisis in 2007, and now that of entrepreneurship. The status of «entrepreneur» is prestigious. The theme is popular on the media. A kind of bubble seems to have formed. The media constantly talk about entrepreneurship; all kinds of prices are distributed to all sorts of ‘‘entrepreneurs’’. In return, this phenomenon always attracts more vocations, and therefore new ‘‘young entrepreneurs’’ arrive on the scene in the hope of being publicized and rewarded accordingly. It’s a bit in this absurd cycle that we are. The 2.0 entrepreneur wants to be recognized and awarded. Their main asset is communication. Entrepreneurship is for them an end in itself. I observed that when Bill Gates

invented Windows, he was busy working (not doing his promotion or receiving rewards); when Steve Jobs conceived what became the Mac, he was also absorbed in his work. Communication (or promotion) should serve the substance of the work. Entrepreneurs should communicate when they have something to offer or advertise. Otherwise, their primary function is to work to improve the state of their company. There is no harm to work in the dark if you are building ‘‘Apple’’. From this point of view, the multiplication of initiatives, if proved, is not necessarily good news. We need talented and serious entrepreneurs capable of solving real problems (education, health, agriculture, etc.) and create the millions of jobs our economy needs. Quality here seems more important than the number. But for now, I see the number, not necessarily quality. When the bubble burst (like the internet and Finance), things might be clearer.

About Cameroonian entrepreneurs ... Indomitable? In general, Cameroonian companies have a short life and remain small (they employ few people and too often they are unable to ensure the wages of their employees every month). Here and there, there are people who clearly have potential (which is nice). Hopefully they reach their potential, because it is the whole country that will benefit. But overall we all, entrepreneurs and non-entrepreneurs, should be humbler and strenuous in our work. That said, when you compare Cameroon to many African countries, I think we can venture to say that we have an entrepreneurial culture. And it is undeniably an asset for the future.

On supporting the Cameroonian entrepreneurs Is it necessarily our role as Cameroonians to «support» entrepreneurs on the sole basis of their nationality? This is not obvious. As a customer, there is no doubt: based on quality and at comparable prices, I would opt for a Cameroonian product. Otherwise, no; I am primarily concerned about a consumer’s own interest. It is also ‘‘our’’ entrepreneurs’ role to encourage us to ‘‘support’’ them.

5 ingredients that would lead to the Cameroonian revival through entrepreneurship Not sure that 5 ingredients are necessary. We primarily need a serious government that fights corruption, that renews our infrastructure, that deeply reforms the government (faster, more responsive, etc.) and the judicial system, that significantly improves the education system and corporate taxation, etc. Only a political renaissance will lead to the desired revitalization.

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

FOCULTURE

THE ‘‘PUSH PUSH MEN’’ OF ANGLOPHONE CAMEROON By Marie Simone Ngane Photo credits, Studio Dokoti_Shoreditch Company Ltd On March 26, 2016, the indomitable lions were playing a soccer game against South Africa. The whole country, which had begun to lose interest in the performances of the national football team, was watching television. Everyone wanted to see the new stadium in Limbe. Coastal town in the southwest, Limbe was one of the cities chosen to host the infrastructure related to the African Cup of Nations that Cameroon expect to receive (2016 for female, 2019 for male). Limbe, Buea, Bamenda, or Kumba: these are cities bearers of the Anglophone Cameroon that moves. More than 40 years after the reunification of Cameroon Anglophone and Francophone, the new union is still struggling to find its balance. Anglophone Cameroonians have often felt marginalized. The Anglophone proportion fell from 21% of the country’s population in 1976 to 16% in 2015 . Indomitable nevertheless, the ‘‘Anglos’’ - as they are pejoratively called by other Cameroonians - are making the Northwest and Southwest of the country, one of its largest growth centers.

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The South West region is the most prolific. Buea is now nicknamed the «Silicon Mountain» because of the large number of techstartups that are born there.

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Nothing really predestined the city to become the digital capital of Cameroon. In 2012, Njorku is the first startup to stand out by appearing in the top 20 start-ups that count in Africa published by the famous Forbes Africa magazine. This distinction was the first telltale sign of the dynamism of the region. Since 2015, Buea’s #SMCON hosts the annual conference that brings together around 500 developers, designers and hackers in the region for courses and conferences to inspire them. Many other interesting stories have followed since: Pursar , Agro-hub , Feeperfect and the incubator ActivSpaces which organizes bootcamps to help young startups. Buea is the most expensive city in Cameroon according to a study of the Cameroon Institute of Statistics in 2015. The inflation rate there rose 4.9% against 2.9% in Yaoundé. Driven by the popularity of the city, many entrepreneurs have launched ambitious projects like the Buea Shopping Mall which opened in 2015. As the first commercial center of the region, it hosts several local businesses. If you love African cuisine, you should stop by Iya. The restaurant opened in early 2016. The chefs there were trained by the famous gourmet Dieuveil Malonga. IYA pays homage to Cameroon’s diverse gastronomy and cultural heritage. It is in the North West region that one of the most awarded Cameroo-

¹ According to the National Institute of Statistics of Cameroon 2 Job search engine in Africa 3 Silicon Mountain Conference

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

nian international projects was born and launched. Indeed, it is while visiting his village that Alain Nteff had the idea of Gifted Mom, a hotline to assist pregnant women in monitoring their pregnancy. A productive film industry is also developing in the region. On April 25, Buea hosted the 5th Cameroon International Film Festival (CAMIFF). Renowned Nollywood actors such as John Dumelo and Van Vicker (both Ghanaians) are more and more interested in this festival and travel there for filming and previews.

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Bamenda is the hub of the region. The proximity to neighboring Nigeria and the sharing of a same language called «pidgin» are an asset for economic exchanges with the leading economic power on the continent.

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Recently, the city airport is being rehabilitated to improve inter-regional transport. It will thus more easily join the country’s major cities (Yaoundé, Douala). Bamenda will also host one of the future stadiums which will be built for the 2019 Africa Cup of Nations. The 3 hectares stadium will be built on the ruins of the old municipal stadium of the city with a budget of 780 million FCFA. Aware of its tourism potential, the Anglophone region of Cameroon takes advantage of its strengths. In Bamenda, one can visit the Fort, a fortified complex that served as a military camp during the German colonial era; museums; art galleries; and ancient religious buildings. Even though the race of hope on Mount Cameroon, the black beaches of Limbe, or the Botanic Park often stole the show, Bimbia is currently in the spotlight. Indeed, the city is one of the remnants of slavery in Cameroon. There, you can see “the chains and the door of no return”. The first tours were organized by local people but today the state is strongly interested in it and plans to rehabilitate the site to make it one of the top tourist attractions of the country. In pidgin language, the ‘‘don men’’, ‘‘push push men’’ or ‘‘hustlers’’ (pronounced | EUSLA |) are the names we call all the relatively young generation that is struggling to improve its conditions. The whole country of Cameroon sings and dances to the rhythms of Jovi, Mr Leo, Ambe or Magasco. The language barriers have been abolished. Even if Cameroonians are still not as bilingual as their country, things are changing: the French Cameroon is learning more and more about the Northwest and Southwest cultures. This Anglophone region is becoming the major innovation center of the Central African sub-region with this generation of innovators who have chosen to find solutions to the problems of their country.

Mobile payment system Marketing agency to help small producers better market their products 6 High-tech development company providing innovative ideas to businesses and individuals 4 5

FOCULTURE

Nestled at the foot of Mount Cameroon, Iya Restaurant has become one of the inevitable places to visit in Buea.

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

4 QUESTIONS TO

STELLA MEKA ENGAMBA - YINDA Words Collected by Chrys Nyetam Photo credits, Orphée Noubissi

While the high school diploma she obtained predestined her for a career in Economics, Stella Meka Engamba Yinda decided to focus on her passion: architecture. She joined a Parisian private school named MJM Graphic Design, where in 2001 she earned her diploma in interior architecture. The same year, she decided to go further and join the Graduate School of Architecture Paris La Villette. She became a wife in 2004, and mother of a baby girl in 2006. However, her family life did not prevent her from obtaining her degree in architecture DPLG in 2007. After working at an architectural firm, the will to become an entrepreneur led her to create AR Design, a firm offering architecture and interior design. Mrs. Stella Yinda answers out 4 questions, detailing her experiences and analysis of the sector.

Inspire Afrika Magazine: Tell us about your background. When, how and why did you create AR Design? Stella Yinda: First, I thank God for the opportunity I had to work with great architects during my internships who fueled my quest for knowledge. I think of the late Mr. Olivier Clément Cacoub – an architect of national palaces including the Palace of UNITE in Yaoundé - my mentor Philippe Bissek and Mr. Nikos Fragiadakis. When I returned to Cameroon in 2007, I joined the ADM cabinet led by Mrs Danielle Moukede. However I left the firm in 2009 to create AR DESIGN. I longed to launch my business project and leave my mark in the architectural space in Cameroon. Today we employ four people full time and we regularly use 3 consultants. Our projects - of varying scales - enable us to serve at least ten clients per year. We operate both in architectural projects and interior design, both in the design phase and that of monitoring and enforce-

ment. We are the architects and designers of the new TRADEX stores across Cameroon. Our firm is also involved in the interior design of the franchise headquarters in Douala. We operate in the construction of residential buildings, offices, hotels, villas and duplexes. In addition, we also conduct the renovation of apartments, villas, clinics and also work on the development of commercial spaces: bakeries, nightclubs etc. Moreover, I have been an independent project manager for Shelter Africa in Cameroon since 2013.

I.A.M: Many confuse the profession of interior architect with that of a decorator. What are the main differences between these two professions? How is your profession perceived in Cameroon? S.Y: The interior architect performs poetry with the architectural and technical concept that he designed in terms of volume, light, color, materials, furniture, and equipment. We permanently pay attention to detail when it comes to domestic, professional, cultural or business spaces to which we give a functional and aesthetic character. Unlike the decorator, the interior architect can intervene on the frame by changing its volume, lighting and materials. The decorator meanwhile, works on the presentation of furniture, objects and accessories. Regarding the perception of the trade, it should be noted that people think they can do without the services of an interior architect because of easy accessibility to pre-established models on the Internet; they attempt to copy these models often omitting the importance of technical standards or specifications. In addition, some people mistakenly think that it is expensive to secure the services of an interior architect. However, they could be convinced to approach an interior architect at least for a

consultation, diagnosis or advice, which would allow more than one person to avoid inconvenience.

I.A.M: Is it easy to promote one’s services or sell when they know that very few people turn to architects or interior architects? Is there a professional body of interior architects? S.Y: I would say yes and no. The valuation of our services depends on the customer and their openness. This profession is not known for its own identity; however, it is much appreciated in Cameroon in particular by all people who take pride in quality spaces. The advent of the internet has allowed - contrary to the will of some conservatives – for the appreciation of carefully architectured spaces. There is a professional body of architects which I have been a part of since 2010, though to this date there is no professional body for the interior architects; we are less than a dozen in Cameroon.

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I prefer to emphasize the positive side of our beautiful profession in order to nurture vocations.

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I.A.M: What challenges do you face on the job? Are these difficulties linked to the fact that you are a woman? S.Y : As you may easily understand, we encounter many setbacks related to gender; these are accompanied by those related to the business and the socio-cultural environment in Cameroon. However, optimistic by nature, I prefer to emphasize the positive side of our beautiful profession in order to nurture vocations.

INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

INSPIR’TALKS #4 / RECAP

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It was on November 10th 2015 : Inspire Afrika Magazine organized its 4th Inspir’Talk focusing on African fashion industry. The event was the occasion to launch the first printed issue of the Magazine, which was distributed in France, in Cameroon and in the US. Flashback on the best moments.

1- Bernard Kouao and Simon Louvel (Galeries Lafayette) 2- Katia Bumba (Kate Bee) 3- Laura Eboa Songue (Africa France Foundation) and Scheena Donia (Image and Communication consultant) 4- Maureen Ayité (NanaWax’s CEO) 5- Nelly Wandji (Moonlook’s CEO) 6- Francesca Ngahane (IA Magazine) 7- Creative workshop, Maison Udjuwa 8- Claire Yverneau (Champagne Nicolas Feuillate) and Louis Gilbert Bissek (Inspire Afrika Magazine) 9- Chrys Nyetam (Inspire Afrika Magazine), Ouendeno Moriba (Moriba) and Louis Gilbert Bissek (Inspire Afrika Magazine) 10- Benjamin Ngongang (Oser l’Afrique) 11- Inspir’Talks #4’s partners 12- Pascale Guasp (ELSS Collection) 13- Barbara and Siti (Maison Udjuwa) 14- The ‘Inspir’Talks #4’s XXL Gift bag 15- Distribution of our first printed issue to the participants 16- Joan Yombo (Inspire Afrika Magazine) 17- Anouche Babayan (Association Led by Her), Julie Abissegue (Inspire Afrika Magazine) and Claire Mays (Association Led by Her) 18- Marie Simone Ngane (Inspire Afrika Magazine) 19- Diane Audrey Ngako (Visiter l’Afrique / Le Monde Afrique) and a guest 20 - Grâce Samnick and Philippe de Bailliencourt (Arc Informatique) INSPIRE AFRIKA MAGAZINE / JUNE - AUGUST 2016

FAIRE VOYAGER NOTRE ÉLÉGANCE JOCELYN ARMEL LE BACHELOR CRÉATEUR DE LA MARQUE CONNIVENCES #TALENTDUCONGO