Course Outline

E-commerce and Business Development Training Outline

Training Title: E-commerce and Business Development

Duration: 2 Weeks (10 Days)

Target Audience: Aspiring entrepreneurs, small business owners, and individuals looking to transition into e-commerce.

Overall Goal: To equip participants with the foundational knowledge and practical skills to plan, launch, manage, and grow a successful e-commerce business.

Week 1: Laying the E-commerce Foundation

  • Day 1: Introduction to the E-commerce Landscape
    • Morning (Theory):
      • What is E-commerce? Definitions, scope, and key differences from traditional retail.
      • Types of E-commerce: B2C, B2B, C2C, D2C.
      • Overview of E-commerce Business Models: Dropshipping, Private Label, Wholesale, Subscription, Marketplace Selling.
      • Global and Local (Nigeria/Africa) E-commerce Trends & Statistics.
    • Afternoon (Practical):
      • Case Study Analysis: Examining successful and failed e-commerce ventures in Nigeria.
      • Group Discussion: Benefits and challenges of starting an e-commerce business in Nigeria.
      • Activity: Participants identify potential business models suitable for their ideas.
  • Day 2: Market Research & Niche Identification
    • Morning (Theory):
      • Importance of Market Research.
      • Techniques for Identifying Market Needs & Gaps (Keyword research tools, social listening, competitor analysis).
      • Defining and Researching Your Target Audience (Demographics, Psychographics, Pain Points).
      • Niche Selection Criteria: Profitability, competition, passion, market size.
    • Afternoon (Practical):
      • Workshop: Using tools like Google Trends, Semrush (or free alternatives), and social media insights for market research.
      • Activity: Participants start researching potential niches and target audiences for their business ideas.
  • Day 3: Business Planning, Branding & Legal Essentials
    • Morning (Theory):
      • Crafting a Lean E-commerce Business Plan (Business Model Canvas overview).
      • Developing a Strong Brand Identity: Naming, logo design principles, brand voice, value proposition.
      • Legal Structures in Nigeria: Sole Proprietorship, Partnership, Limited Liability Company (focus on SME needs).
      • Overview of CAC Registration, TIN, and basic compliance.
    • Afternoon (Practical):
      • Workshop: Filling out a Business Model Canvas for an e-commerce idea.
      • Activity: Brainstorming brand names and defining core brand elements. Introduction to online CAC registration portal.
  • Day 4: Choosing & Setting Up Your E-commerce Platform
    • Morning (Theory):
      • Hosted vs. Self-Hosted Platforms: Pros & Cons (Shopify, BigCommerce vs. WooCommerce).
      • Exploring Local Options: Paystack Storefront, Flutterwave Store, SME-focused builders.
      • Key Features to Consider: Cost, ease of use, scalability, integrations, design flexibility.
      • Domain Name Selection & Basic Hosting Concepts (for self-hosted).
    • Afternoon (Practical):
      • Live Demos: Walkthrough of Shopify and WooCommerce dashboards.
      • Activity: Participants compare platforms based on pre-defined scenarios; select a platform for practice. Start basic store setup.
  • Day 5: Product Sourcing, Listing & Store Design
    • Morning (Theory):
      • Product Sourcing Strategies: Finding suppliers (local markets, manufacturers, Alibaba), importation basics, print-on-demand.
      • Creating Effective Product Listings: High-quality images/videos, compelling descriptions, pricing strategies.
      • Website Navigation and Product Categorization best practices.
      • Introduction to E-commerce UX/UI Design Principles.
    • Afternoon (Practical):
      • Workshop: Writing persuasive product descriptions and optimizing product images.
      • Activity: Participants practice adding products to their demo stores and customizing the look and feel.

Week 2: Operations, Marketing & Growth

  • Day 6: Payments, Logistics & Order Fulfillment in Nigeria
    • Morning (Theory):
      • Overview of Nigerian Payment Gateways: Paystack, Flutterwave, Interswitch, Remita, Bank Transfers – Setup & Fees.
      • Logistics & Shipping: Challenges in Nigeria, different models (in-house, 3PL, courier services like GIGL, DHL, local dispatch riders), shipping zones and pricing.
      • Order Management Workflow: From order placement to delivery.
      • Basic Inventory Management Techniques.
    • Afternoon (Practical):
      • Workshop: Setting up payment options (demo); Calculating shipping costs.
      • Activity: Participants map out their potential order fulfillment process.
  • Day 7: Driving Traffic: SEO & Content Marketing
    • Morning (Theory):
      • Fundamentals of SEO for E-commerce: Why it matters.
      • Keyword Research for E-commerce products and categories.
      • On-Page SEO: Optimizing product titles, descriptions, URLs, images.
      • Content Marketing: Blogging, guides, social media content to attract and engage customers.
    • Afternoon (Practical):
      • Workshop: Using keyword research tools; Optimizing a sample product page for SEO.
      • Activity: Participants brainstorm content ideas related to their niche.
  • Day 8: Reaching Customers: Social Media & Paid Advertising
    • Morning (Theory):
      • Leveraging Social Media for E-commerce: Choosing platforms (Instagram, Facebook, WhatsApp Business, TikTok), content strategy.
      • Building a Community and Engaging Followers.
      • Introduction to Digital Advertising: Google Ads (Search, Shopping), Facebook/Instagram Ads.
      • Understanding Targeting, Budgeting, and Key Ad Metrics.
    • Afternoon (Practical):
      • Workshop: Setting up a Facebook/Instagram business profile; Overview of Ads Manager.
      • Activity: Participants draft social media posts and outline a basic ad campaign structure.
  • Day 9: Customer Service, Retention & Financial Basics
    • Morning (Theory):
      • The Importance of Customer Service in E-commerce.
      • Setting up Support Channels: Email, Phone, Live Chat, WhatsApp. Handling inquiries and complaints effectively.
      • Customer Retention Strategies: Email marketing basics, loyalty programs, personalised offers.
      • E-commerce Financials: Understanding Cost of Goods Sold (COGS), pricing for profit, tracking key financial metrics.
    • Afternoon (Practical):
      • Workshop: Using email marketing tools (e.g., Mailchimp basics); Calculating profit margins.
      • Activity: Role-playing customer service scenarios; drafting customer retention emails.
  • Day 10: Analytics, Scaling & Future Readiness
    • Morning (Theory):
      • Introduction to E-commerce Analytics: Why track data?
      • Key Performance Indicators (KPIs): Conversion rate, Average Order Value (AOV), Customer Acquisition Cost (CAC), Lifetime Value (LTV).
      • Using Google Analytics and platform-specific dashboards.
      • Strategies for Scaling: Expanding product lines, entering new markets, optimizing operations.
      • Future Trends: Mobile commerce, social commerce, AI in e-commerce, sustainability.
    • Afternoon (Practical):
      • Workshop: Interpreting sample analytics reports.
      • Activity: Group discussion on scaling challenges and opportunities; Final Q&A and course wrap-up. Individual action planning.

This outline provides a solid mix of theory and hands-on activities.