INSTRUCTIONS
Submit the complete report – Strategic Global Expansion Project (MGT class – Global Perspective in Business) – covering all the sections.
- Based on your findings so far, write your submission according to the instructions in the given Table of Contents.
- Please provide APA citations for content you have referenced from additional reading material.
- The complete report should not exceed 25 pages. Use your discretion on section-wise page coverage accordingly.
- Write at least 20 complete pages. I have attached an example of a previous submission (DO NOT COPY)
MY PROJECT
Product/Service: MindConnect – Mental Health Teletherapy Platform Target Nation: Nigeria
Brief Description: MindConnect is a culturally sensitive teletherapy platform aimed at bridging Nigeria’s mental health care gap. Through mobile and online access, users can connect with licensed therapists, explore self-guided resources, participate in peer support groups, and access mental health education in English and local languages like Igbo and Yoruba.
Why Nigeria?
- High Need + Severe Stigma: Mental illness affects 20–30% of Nigerians, yet fewer than 10% receive Mental Healthcare in Nigeria. Many dismiss symptoms as weakness or spiritual attack due to strong religious beliefs, and mental illness is often misunderstood as a moral or spiritual failing. Dementia cases are even mistreated through witchcraft accusations. A system-wide shift is needed to change attitudes and get more people help.
- Economic Stress & Daily Pressures: High inflation (~32%) and pervasive poverty have led to rising anxiety, stress, and depression. With unemployment and economic strain, workplace stress and mental health crises are growing.
- Religious Influence: Nigeria’s deep religiosity influences mental health decisions. Many turn to pastors, imams, or traditional healers instead of professionals, reinforcing stigma and discouraging therapy.
Why MindConnect is Unique: By providing confidential, mobile-based counseling in local languages, MindConnect can reach those who fear stigma or are unable to access traditional brick-and-mortar services. The platform offers acceptance-building tools, destigmatizing content, and links to local therapists who are familiar with diverse cultural and religious backgrounds.
Conclusion: With a massive need, traditional barriers, stigma, and rising economic stress, Nigeria is ready for a culturally tuned mental health platform. MindConnect can not only treat individuals but also spark broader acceptance and reduce stigma, thereby supporting long-term social and economic well-being.
Section 1: Planning the Global Business Enterprise
a. Identifying Global Business Opportunities
Nigeria presents a significant opportunity for the introduction of a mental health teletherapy platform. The country faces a mental health crisis, with 20–30% of the population affected, yet less than 10% receiving adequate care (Gureje et al., 2015). Cultural stigma, lack of infrastructure, and religious misconceptions have hindered traditional interventions. MindConnect offers a culturally competent, mobile-based teletherapy platform that can overcome these barriers. Given the growing internet and smartphone penetration in Nigeria, along with its young and tech-savvy population, this digital solution can effectively bridge the mental health care gap by offering confidential, accessible services in local languages (GSMA, 2023).
b. Analyzing International Competitors
While Nigeria has a limited number of digital mental health services, some startups such as Mentally Aware Nigeria Initiative (MANI) and She Writes Woman have created awareness and support systems. However, these organizations primarily focus on advocacy and peer support rather than comprehensive teletherapy platforms. International platforms like BetterHelp and Talkspace are not widely used due to cultural mismatches, pricing, and lack of local language support. MindConnect will differentiate itself by offering culturally tailored therapy in Igbo, Yoruba, and Hausa, and building trust through partnerships with local mental health professionals while making it affordable to its users.
c. Assessing the Geographic Environment
Nigeria’s geography presents both opportunities and challenges. As the most populous country in Africa, it has over 200 million people, with dense urban populations in Lagos, Abuja, and Port Harcourt. These cities offer strong internet coverage, which is essential for teletherapy. However, rural areas still experience limited connectivity and healthcare access. MindConnect’s design will account for low-bandwidth environments, allowing sessions via voice-only calls and downloadable mental health resources that do not require constant internet access (World Bank, 2021).
d. Assessing the Economic Environment
Nigeria’s economic environment is volatile but presents high-impact potential. The country has experienced persistent inflation (currently above 30%) and a high unemployment rate, contributing to increased stress and mental health needs (NBS, 2024). Despite economic instability, there is a growing market for mobile health solutions due to high smartphone usage and digital innovation. The platform can initially offer tiered pricing and explore partnerships with employers and NGOs to subsidize services. In the long term, economic stabilization efforts and increased government interest in digital health could support platform sustainability.
e. Assessing the Social-Cultural Environment
Nigeria’s socio-cultural landscape is complex. The population is ethnically diverse with over 500 languages, and strong religious beliefs often shape health behaviors. Mental illness is frequently viewed through spiritual lenses, contributing to stigma and the underutilization of therapy services (Adewoyin, 2022). Educational levels vary widely, but awareness of mental health is increasing among young adults. MindConnect will incorporate culturally sensitive content, promote psychoeducation, and engage religious leaders as allies to shift harmful narratives. The platform will also include peer support communities that normalize mental wellness and provide culturally relevant coping tools.
f. Assessing the Political-Legal Environment
Nigeria’s regulatory environment is evolving, particularly in digital health. The National Health ICT Strategic Framework supports telemedicine expansion, but enforcement is inconsistent. Data protection is governed by the Nigeria Data Protection Regulation (NDPR), which mandates informed consent and data privacy; important for a platform handling sensitive information (NDPC, 2023). Employment laws will impact MindConnect’s hiring of local therapists, and licensing requirements must be addressed through collaboration with the Medical and Dental Council of Nigeria. Political instability, such as regional conflicts or protests, may temporarily disrupt operations but are not expected to derail digital services long-term.
References
- Gureje, O., Abdulmalik, J., Kola, L., Musa, E., Yasamy, M. T., & Adebayo, K. (2015). Integrating mental health into primary care in Nigeria: report of a demonstration project using the mental health gap action programme intervention guide. BMC health services research, 15, 242. https://doi.org/10.1186/s12913-015-0911-3
- Pederson, A. B., Burnett-Zeigler, I., Fokuo, J. K., Wisner, K. L., Zumpf, K., & Oshodi, Y. (2020). Mental health stigma among university health care students in Nigeria: a cross-sectional observational study. The Pan African medical journal, 37, 5. https://doi.org/10.11604/pamj.2020.37.5.24898
- GSMA. (2023). The Mobile Economy Sub-Saharan Africa 2023. https://www.gsma.com/mobileeconomy/sub-saharan-africa/
- Gureje, O., Lasebikan, V. O., Ephraim-Oluwanuga, O., Olley, B. O., & Kola, L. (2005). Community study of knowledge of and attitude to mental illness in Nigeria. The British journal of psychiatry : the journal of mental science, 186, 436–441. https://doi.org/10.1192/bjp.186.5.436
- National Bureau of Statistics (NBS). (2024). Inflation and Employment Update Report Q1 2024. Abuja, Nigeria. https://www.nigerianstat.gov.ng/pdfuploads/NLFS_Q1_2024_Report.pdf
- National Data Protection Commission (ND