APC IMO STATE

How I setup a 30million Naira a month sells target selling #ElkrisOat and #Plantainflour in #PortHarcourt #supermarkets

6 months ago I told myself: "I’ll do ₦30M/month selling Oat + Plantain flour in PH" People laughed. “Too ambitious” “Market is hard” Today I’m on track. Here’s exactly how I broke down that scary number into something my reps can actually hit 👇

But 3 packs of WHICH SKU? I tested all 5. Data showed 2 winners: 1. Oat 650g: 24 packs/carton, 30% margin for stores 2. Plantain 900g: 20 packs/carton, 30% margin So target became: 3 cartons Oat 650g + 3.5 cartons Plantain 900g per store/month Clarity = action.

When I started, my target was just “sell more”. That’s why I failed. My 3 reps were confused. No daily numbers. No focus. I learned: Vague targets = vague results. So I did the math backwards from ₦30M.

Month 1-2 was painful. 3 mistakes killed us: 1. Pushing 5kg Oat first - too expensive for trial 2. No shelf photos - couldn’t see if product was visible 3. Chasing only Tier A stores - ignored smaller stores that reordered faster Fixed those 3 and sales jumped 2.4x in Month 3

My rule for reps now: 1. 10 stores/day visit minimum 2. Update tracker same day, no excuses 3. Monday = call all “URGENT” stores with no order in 21 days Boring? Yes. But boring work pays in FMCG distribution. No motivation speeches. Just data + consistency.

We’re not at ₦30M yet. But here’s Month 5 numbers: 87 stores listed Avg ₦240k/store = ₦20.8M total Oat 650g = 180 cartons/month Plantain 900g = 160 cartons/month Gap to ₦30M = 13 more stores + 1 more carton/store Close. Because the math was clear from day 1.

If you’re a new FMCG brand in Nigeria, hear this: Don’t set “big revenue” targets. Set “per store per day” targets. ₦30M is scary. 3 packs/day per store is doable. Break the mountain into stones. Then throw the stones.

Next I built a simple Excel tracker for my reps. Columns: Store | Target | Oat 650g sold | Plantain 900g sold | Sales Value | % Achieved Every night reps update it. Red = <50%. Yellow = 50-80%. Green = >80% What gets measured gets done.

₦30,000,000/month ÷ 100 stores = ₦300,000 per store/month ₦300,000 ÷ 26 working days = ₦11,538 per store/day That’s just: 3 packs of Elkris Oat 650g @ ₦3,800 3 packs/day. That’s it. Suddenly ₦30M didn’t sound impossible.

I document everything I learn distributing Elkris in PH supermarkets. Shelf strategies. Buyer psychology. Rep management. If you’re building a brand/distribution business in Nigeria, follow me. I’ll save you the 2 years of mistakes I made. What’s your monthly target? Drop it

If this helped you, follow @105africa I post daily about FMCG distribution, PH supermarkets, and hitting revenue targets in Nigeria. No fluff. Just what works in the field.