Strategy
Marketing & Customer Acquisition
Marketing and customer acquisition for the Lagos entry is not a brand exercise. It is a structured B2B origination program targeting roughly twenty named C&I anchor accounts that, together, can close 300 to 500 MW of PPAs over five years.
Tier 1
Multinational anchors
8 to 10 accounts
USD-denominated parent revenue. Large continuous loads. Sophisticated procurement teams.
Tier 2
Large domestic industrial
6 to 8 accounts
Naira revenue with USD-cost exposure on inputs, making USD-indexed PPAs commercially sensible.
Tier 3
Free-zone tenants and infrastructure
Multiple per cluster
Cluster opportunities where one PPA serves multiple offtakers.
Roughly twenty named C&I accounts across three tiers. 300 to 500 MW of PPAs over five years.
The sales motion
Origination is led by the Nigerian co-investor's existing customer relationships, not by JCM cold outreach. The first six months target two anchor PPAs (one Tier 1, one Tier 2). Reference visits to Malawi are part of the sales cycle for the first three deals; from then on, the Nigerian projects sell themselves.
Pricing is anchored at the cost of diesel minus a clear discount, not at the federal grid tariff. The marketing claim is reliability and predictability over five years, not green credentials.
The customer makes the buying decision, not the regulator
Under the bypass model, marketing is industrial B2B sales, not regulated tariff lobbying. JCM's sales team is small (3 to 5 originators) and senior. Each anchor PPA takes 9 to 18 months from first meeting to signature.