INTERVIEW: Blinkers Directory will help SMEs trade across West Africa, says Opeyemi Abe

With the world becoming a global village due to the adoption of technology, Opeyemi Abe, the founder and chief executive officer (CEO) of Blinkers Business Directory, has built a digital marketplace with a long-term plan to foster regional trade for small and medium enterprises (SMEs) in West Africa.

In this interview with TheCable’s FAKOYEJO OLALEKAN, Abe discussed the inspiration behind Blinkers and the benefits of the seven-month-old multipurpose platform for SMEs, job seekers, and service providers.

TheCable: How did you develop the idea to create Blinkers Business Directory?

Abe: The inception of Blinkers Business Directory can be traced back to my childhood. Growing up, we had a NITEL landline phonebook that was massive, containing contact information for phone numbers across the country. If you knew someone’s name, you could easily look up their number. As a secondary school student, I often wondered, “What if there was a similar book dedicated solely to businesses?” This thought of a business directory planted the seed for my future aspirations.

Years later, during my time at the university, I pursued a degree in medicine and surgery. It was during this period that GSM technology emerged and smartphones began to revolutionise communication in Nigeria. My first smartphone was a gift from my elder sister, with whom I was living at the time. This sparked a renewed interest in the idea of a business directory, but now I envisioned it as a mobile application.

I realised that learning to code was within my reach and that I could actually develop my own app. This motivated me to seize every opportunity to expand my knowledge about mobile app development.

After graduating from medical school, I commenced my residency training and thereafter worked with various hospitals, both public and private, before ultimately settling into a private practice. It was only after establishing my career that I found the time to actively pursue my ambition of creating a mobile application.

In late 2020, I began the development of Blinkers. During this process, I noticed existing apps with features similar to my vision, but they lacked the unique characteristics that I aimed to offer. Nonetheless, this did not deter my dream.

We launched Blinkers in the app stores in August 2024, but first, we conducted extensive testing before allowing full public access in November 2024.

TheCable: What are the benefits of Blinkers to SMEs?

Abe: Blinkers was specifically developed to support small and medium-sized enterprises (SMEs) in Nigeria, taking into consideration the unique challenges they face.

One of the primary advantages of the Blinkers app is that it creates a level playing field, offering equal opportunities for all businesses. By exposing SMEs to a larger customer base, Blinkers can significantly boost their revenue. The platform facilitates feedback and reviews, which can help businesses enhance their product quality.

Moreover, Blinkers drives innovation by equipping businesses with the necessary tools to navigate the digital marketplace, ensuring they remain competitive in an ever-evolving economy. Our platform effectively bridges gaps between various industries and talent pools, fostering meaningful opportunities that contribute to Nigeria’s economic development. When new products are listed on Blinkers, they quickly reach a broader audience; simply listing your products or services can lead potential customers to contact you.

In addition, Blinkers offers an efficient job listing platform that helps companies find and hire top talent. Job seekers benefit from access to a wide range of opportunities, allowing them to find positions that align with their skills and career aspirations.

As you explore Blinkers, you’ll find other businesses offering similar packages, enabling you to compare styles, innovations, and packaging. This feature helps you stay competitive in the market.

Blinkers encompasses manufacturers, wholesalers, and retailers, providing a comprehensive view of the production line. This structure allows businesses to operate smoothly without unnecessary stress, facilitating successful transactions across the board.

TheCable: What does it cost SMEs to list on Blinkers?

Abe: Listing on Blinkers is completely free for all basic features, with absolutely no hidden charges. While some advanced features may incur costs in the future, these will be optional extras aimed at helping businesses gain a competitive edge. For instance, if you wish for your product to have greater visibility or to feature a Blinkers verification badge, those options might be available for a fee.

TheCable: What are the challenges experienced since launching the app?

Abe: One of our primary challenges has been convincing potential users that selling a product on Blinkers app is genuinely free. Unlike many other apps that charge a registration fee or take a commission on sales, Blinkers operates without any hidden costs. I am confident that over time, as we continue to onboard more users, Blinkers will gain wider acceptance.

Despite these challenges, the response has been quite encouraging. Since our launch in November, we have amassed over 15,000 downloads on Android and more than 3,000 on iOS, which I believe is a positive sign.

TheCable: What differentiates Blinkers from competitors?

Abe: Blinkers stands out due to its unique three-in-one business model that incorporates a business directory, marketplace, and job platform. It offers several features that other apps do not. For example, we facilitate direct communication between sellers and buyers through free in-app chat and enable users to connect with sellers via WhatsApp and Facebook with a single click.

Imagine finding a shoe you love but wishing it came in another colour. On other platforms, you may not have the option to inquire about such variations. Blinkers allows for that dialogue, empowering consumers to seek out exactly what they want.

Our business directory is designed specifically with SMEs in mind. Unlike traditional directories, we group businesses offering similar services together. For example, if you are a construction firm and negotiate with a potential client but cannot meet their budget, you can direct them to the Blinkers directory to explore alternative options. This approach not only benefits users but also facilitates informed decision-making.

Blinkers’ unique structure encompasses manufacturers, wholesalers, and retailers, providing a comprehensive view of the production line to customers. This structure allows businesses to operate smoothly without unnecessary stress, facilitating successful transactions across the board.

Furthermore, the Blinkers job platform is robust and user-friendly. Applicants can submit their applications in advance from the comfort of their homes. They can select their desired job and receive notifications whenever a relevant vacancy is posted. When employers advertise on Blinkers, registered applicants can apply with a single click, simplifying the application process.

TheCable: You have been bootstrapping since inception; are there plans to conduct fundraising?

Abe: Currently, Dr Opeyemi Abe owns Blinkers app, but there has been interest from potential investors; some close friends and, in particular, a developer with strong coding skills is in the process of coming onboard. I am open to relinquishing up to 50 percent of Blinkers to the right investors, those who can genuinely contribute to scaling Blinkers. If you have the resources and vision to support our growth, we would be excited to collaborate with you.

TheCable: How has Blinkers coped with the high cost of operations driven by government reform policies?

Abe: It has been incredibly tough, especially with the rising exchange rate, which has significantly increased operational costs. However, passion keeps us going. When you are deeply committed to a cause, setbacks don’t discourage you. Despite the challenges, Blinkers is moving forward.

TheCable: So, how can the government assist startups like Blinkers in this period?

Abe: Government recognition would be immensely beneficial. Raising public awareness about Blinkers as a homegrown app focused on serving Nigerians would significantly enhance our credibility and user adoption. Additionally, financial support in the form of grants or incentives would be crucial in facilitating our objectives.

We have taken steps to engage with the Lagos state government via the first lady’s office, where we had the privilege of meeting her excellency, the first Lady of Lagos state. She resonated with our mission, as it aligns with her vision for youth empowerment and equal opportunities. We are eager to collaborate with the government to create pathways that can significantly impact the future of young Nigerians. For now, we remain committed to driving forward and enhancing awareness of Blinkers.

Our dedication to the Blinkers app illustrates the resilience required to navigate the challenges faced by startups in Nigeria. We have our eyes on potential partnerships and hope for government support. The collaboration with the government is important for empowering youth and fostering technological advancement in the country. Through recognition and financial backing, Blinkers aims to make a lasting impact on the Nigerian digital landscape.

TheCable: What other features are being developed to remain relevant in the market?

Abe: Our dedicated team of developers is constantly working to enhance Blinkers. We envision Blinkers evolving into a comprehensive business application that encompasses not just business listings and shopping but a complete suite of solutions for all enterprises in Nigeria and beyond. We are eager to collaborate with various stakeholders to achieve this goal.

TheCable: What is the value of transactions on Blinkers?

Abe: To date, hundreds of millions of naira have exchanged hands via Blinkers. Although we are still in the early stages and do not actively monitor individual sales, we receive highly encouraging feedback from our users. Importantly, we do not impose charges on sales or take a share of your profits. Our primary role is to connect sellers with buyers, and our robust feedback system indicates a growing number of successful transactions occurring daily.

Additionally, one of our sister companies that operates on Blinkers reports that their stock is being sold out regularly, with no reports of scams or issues between buyers and sellers.

TheCable: In terms of your directory feature, how many businesses have been listed?

Abe: We’ve successfully listed over 10,000 businesses on Blinkers, with many more awaiting verifications. To be listed in our business directory, applicants must meet our established criteria, which include submitting a copy of their CAC registration for verification on the CAC portal, among other requirements. However, this is not required for selling products in our marketplace.

The Blinkers job portal is our latest feature, added just a few months ago. Despite being relatively new, we currently have over 20 job listings and have filled more than 20 vacancies already. Our application pool boasts over 100 applicants who have submitted their resumes, which indicates a strong interest from Nigerians in this aspect of the app.

TheCable: What is next for Blinkers?

Abe: We aim to establish Blinkers as the leading business app in Nigeria and West Africa. I envision it as a trading hub where users can order products from places like Liberia, Côte d’Ivoire, and Ghana and receive them within a short time frame. We plan to create a seamless experience across the West African region.

We’re implementing exciting new features for Blinkers, and if you download the app today, you can expect to see significant updates within a few weeks. Our continuous efforts will ensure Blinkers becomes widely used across West Africa, catering to diverse languages, including French.