Intelligence and analytics solutions

Executive Summary


This business plan is written as a general guide to E-Waken Limited plan for developing and growing its SAS Practice. It outlines general strategies and projections to provide a high level view of the plan.

The objectives of the SAS Practice are to design, implement and support business intelligence and analytics solutions for its clients, to enable its clients gain and sustain competitive advantage, increase awareness of business intelligence applications, market SAS solutions, generate a profit for its stakeholders, grow at a challenging and manageable rate, and effectively market SAS products to the entire country. These objectives E-waken intends to accomplish by implementing the technology, aligning with customer needs, and providing corporate stability.

The mission of the SAS Practice is to provide a structured and stable organization that will be a full SAS representative in Nigeria and that would ensure customers wishing to acquire SAS Business Intelligence solutions have a source that is within reach.

The keys to success for the SAS Practice are skill acquisition, capacity building, marketing and networking, building a robust and wide support mechanism, responsiveness to market needs and penetrating the enterprise market. The provision of solutions packaged for specific client lines of business will also be a factor to the success of the practice.

An initial financial analysis of the viability of this practice shows outstanding promise and potential.

The objectives of this business plan are:

  1. To provide a brief written guide for starting and managing the SAS practice; a strategic framework for developing a comprehensive tactical marketing plan.
  2. The intended audience is E-Waken authorized personnel only.
  3. The scope of this plan is to provide general projections showcasing potential of the venture and outlining implementation strategies for building the practice.

The objectives of the SAS practice are:

  1. Ensure that access to world class business intelligence, data warehousing, data mining, and business analytics are provided to clients
  2. To generate sufficient profit to finance future growth and to provide the resources needed to achieve the other objectives of the company and its owners.
  3. To grow the business at a rate that is both challenging and manageable and leading the market.

SAS practice's mission is simple and straightforward:

Purpose - the SAS Practice exists to provide fast, reliable access to SAS products, technical assistance to enterprise, business/small office/home office SAS customers. The SAS Practice sells SAS solutions & delivers results!

Vision - By providing fast response, informed expertise, and consistently high quality solutions, the SAS Practice will generate enough satisfied repeat customers to provide a stable customer base.

Mission - The short term objective is to start this practice quickly and solidly. The long term objective is to grow the practice into a stable and profitable entity that can be easily and comfortably managed.

E-Waken will focus on the following:

  • Ensuring adequate expertise in implementation of Business intelligence solutions
  • Marketing and Networking (increasing SAS visibility via a targeted and sustained marketing campaign).
  • Responsiveness (delivering solutions with fast response time).
  • Quality (delivering solutions that work and keep on working).
  • Relationships (developing loyal repeat customers).
  • Support - ensuring that customers are given all necessary support and assistance with minimal delay

SAS Background

Headquartered in the high-tech Research Triangle Park area of North Carolina, USA, SAS has more than 9,000 employees working in 283 offices in 51 countries to bring its business intelligence offerings closer to SAS customers' locations. Nearly 50 percent of these employees are stationed outside of North America. In North America, SAS customers represent 97 of the top 100 companies in the 2004 Fortune 500 and 97 of the top 100 companies listed on the 2003 Forbes "Super 500." Worldwide, more than 4 million users depend on SAS software at more than 40,000 sites in 109 countries. SAS worldwide presence enables local domain experts to better understand business scenarios and goals unique to customer geographic location. For global organizations, all users can depend upon the same consistency of services and support.

Founded in 1976, SAS is the world's largest privately held software company. With 28 profitable years in a row and annual revenues of more than $1 billion and growing, SAS has the depth of resources to sustain excellence in product development and customer support even as lean economic times have forced other vendors to compromise or consolidate. In 2003, while other software companies were announcing layoffs and depleted revenues, SAS signed on more than 1,200 new customers, grew software revenue by 13.5 percent, and hired 300 new employees. With this financial strength, SAS has been able to consistently reinvest a significant percent of revenues in research and development to continue to improve our products. Year after year, SAS has reinvested at least 25 percent of revenues in R&D, twice the industry average, to continue to align its products and services with customer needs. With approximately 17,000 customer brands and more than 40,000 customer sites, it's no wonder that SAS is known as one of the most stable Business Intelligence (BI) vendors in the market.

In addition, for seven years in a row, SAS has held a strong position on FORTUNE magazine's annual list of the "100 Best Companies to Work For." SAS held the No. 8 spot in the January 2004 rankings; the company has placed among the top 20 companies all seven years the list has been published and in the top three for five years in a row. SAS continued presence on the FORTUNE list indicates that SAS has been successful in maintaining a corporate culture that attracts and retains top talent, enabling us to constantly evolve our products and better serve our customers.

In 2003, while most software vendors were slashing budgets and closing offices, SAS increased staff by 6 percent worldwide and experienced strong growth on all continents, with 48 percent of revenue coming from the Americas, 43 percent from Europe/Middle East/Africa and 9 percent from the Asia/Pacific region.

SAS is the world's leader in business analytics software, delivering the breakthrough technology you need to transform the way you do business. SAS software provides one integrated process for analyzing data from every source and gaining the predictive power to drive change at every level.

As the world's largest privately held software company, its vision is to deliver strategic value throughout the customer organization.

Opportunity Analysis

In an otherwise stagnant software market, the worldwide market for business analytics software grew to $13 billion in 2003 and is expected to continue to expand at an even faster rate over the next five years. Not surprisingly, BI software has attracted attention from a crowd of vendors, each clamoring for their share of the pie. Today's marketplace realities have rendered old ways of doing business obsolete. What were once reliable sources of revenue growth and services now can be copied within days. Mergers and acquisitions are no longer sufficient methods of gaining market share or growing revenue. Advances in technology, such as the Web, wireless devices and broadband communications, are rewriting the rules of the game in increasingly rapid cycles. Customers hold more power than ever with more information, more choices and higher expectations. One thing that hasn't changed is the pressure to return value to shareholders.

Today organizations need to:

  • Develop a thorough understanding of their suppliers who they are and what is purchased from each one
  • Measure IT service delivery levels to ensure that scarce IT resources are deployed as effectively as possible to support business strategies.
  • Evaluate financial performance, regulatory compliance and exposure to financial risk to create future value for the organization rather than simply making sense of what happened in the past.
  • Understand how HR policies and decisions can ensure that human capital is aligned with the organization's strategic objectives.
  • Predict changes in process, product and equipment performance to better align monitoring, control and improvement actions.

SAS has found that a typical enterprise spends 90 percent of its software budget on operational and transactional

Software, and a mere 5 percent on software that actually helps them understand all that data. Effectively, this means the organization focuses inwardly on processing information, rather than on learning from the data to create competitive advantage in the market. Operational systems such as ERP and front-office CRM (customer relationship management) systems have been seen universally as "must haves," but for companies seeking to secure a sustainable competitive advantage in today's unforgiving marketplace, business intelligence now falls into that "must have" category as well. Pressured to show greater quantifiable and strategic value from IT investments, more companies than ever are turning to business intelligence to drive return on investment (ROI) from ERP and operational implementations by unlocking the wealth of information stored in these systems. And, although overall IT spending has been flat, the worldwide business analytics software market continues to grow, reaching $13 billion in 2003, and is expected to expand at an even faster rate over the next five years.

In Nigeria economic growth and development is fueling the growth of industries, companies and organizations. These organizations are now seeking means of extracting business intelligence locked within vast amounts of data they currently hold. They are also seeking a greater understanding of customer behavior and demand trends. Whether for anti-money laundering, anti-fraud, risk management, market analysis, or data mining, the market for BI in Nigeria is growing and will become a major industry in the years to come. E-Waken has chosen to seize this opportunity by investing in its partnership with SAS the leading BI vendor in the world with the aim of providing BI solutions to the various sectors of the Nigerian economy.

SWOT Analysis

SAS strenghts

An April 2003 an international vendor evaluation recommended that BI architectures be centered around vendors that can deliver comprehensive suites, making it easier for organizations to standardize on BI tools and meet future demands.3 With every separate vendor added to the equation, an element of uncertainty and integration complexity is added, a potential "weakest link" that could break the chain. SAS offers such a comprehensive suite solution ensuring that only one vendor is required. This eliminates the "weakest link".

BI is more than desktop query and reporting; it relies heavily on ETL, data quality, analytics and an open foundation of data sharing among platforms and applications. Some vendors claim "end-to-end" solutions but actually provide only a part of the picture or rely on partnerships or other relationships outside of their control to provide needed capabilities. SAS offers a true end-to-end solution as its develops all components of its solutions into integrated suites.

An ideal BI solution should optimize the current IT budget in line with business objectives, while managing uncertainty and hedging against the risk of under-performing technology investments. SAS allows organizations to optimize current IT investments.

Some vendors claim leadership in the overall BI market even though they have a presence only in one portion of the market, or they derive virtually all of their revenues from one segment (such as end-user query and reporting) while having little or no presence in another critical area (such data mining or ETL). Others include non-software revenues such as professional services and compare that figure with competitors' software-only revenues. SAS is the proven leader in the BI market with presence in all segments of the market

SAS has the most complete solution on the market for supporting the entire intelligence-creation process within all areas of a business, from corporate performance to HR to finance to sales and marketing. SAS provides an end-to-end framework for creating and sharing high-value enterprise intelligence. SAS integrated, synergistic Intelligence Platform lets organizations focus on the weakest link of their intelligence value chain and make additional improvements over time, all while integrating with your existing infrastructures and processes.

Another key strength is SAS' unique ability to integrate multiple, disparate data sources and applications. An open metadata management facility provides common metadata services to SAS and other applications. The SAS Open Metadata Architecture delivers the power to integrate, share, centrally manage and leverage metadata (data sources, content, business rules and access authorizations) across the entire intelligence value chain. One metadata server supports applications across the enterprise, in an IT environment that supports multiple repositories and hundreds of concurrent users. Programmers can quickly reuse metadata structures from your existing databases, eliminating the need to write and rewrite complex programs to consolidate metadata into one location. This common metadata environment provides for consistency and interoperability between applications while reducing complexity and potential for errors.

SAS Weaknesses

Low Market penetration

SAS currently has low market penetration in Nigeria.

Need for Market persuasion

Business Intelligence requires considerable persuasion as the benefits are not immediate and direct. A certain amount of vision is required to implement BI solutions

Low Number of Trained Professionals

There are currently few trained professionals trained in the design, implementation and support of SAS solutions in Nigeria.

SAS opporttunities

Financial Sector

The financial sector poses many opportunities and with the current spate of mergers and acquisitions caused by the consolidation process, there is the need for BI in the search for synergy and optimization.

Opportunities that will be explored include:

Regulatory monitoring applications for financial institutions

Anti-Money laundering Applications

Risk management applications

Telecommunications Sector

The explosive growth of the telecommunication sector has generated huge amounts of data. Call data, billing data, network management data and equipment performance data are just a few. The need to understand this data and extract useful information has driven a lot of companies to seek BI solutions that will enable them plan network growth, and analyse network performance

Opportunities to be explored include:

Anti-Fraud applications

Network design and load balancing

Market trend analysis

Market Forecasting

Customer demand forecasting

Oil and Gas

The Nigerian economy is driven by the Oil and Gas sector. The deregulation of the oil sector provides room for more companies and opens up new market segments for privatization. These companies will generate huge amounts of data during prospecting, exploration, extraction, processing, marketing, and sales operations. This data will need to be analysed to obtain additional useful information.

Opportunities include:

Geospatial data analysis

GIS data analysis

Customer demand forecasting

Public Sector

Macro-economic data analysis

Demographic data analysis

Regulatory compliance enforcement

SAS Threats

The biggest threat will come from RDBMS vendors who will try to maintain their database customers by providing them with solutions to cater for their BI needs.

Target Markets

Institutional Sector

This sector comprises manufacturing, telecommunications, aviation, financial services, oil and gas companies, energy, and construction and other sectors that comprise large enterprises. These companies would be targeted with data warehouses, data mining services, business intelligence solutions among others. They would be provided with complete end -to -end solutions incorporating existing IBM DB2, Oracle, and SQLServer data stores, all integrated and supported by E-Waken.


The telecommunications sector provides many opportunities for business intelligence applications. With the large amount of data generated by the operations of telecommunications operators there is a need for business analytics to be applied to extract trends and forecast future customer behavior patterns. Telecommunications companies generate large amounts of data that captures hidden trends in customer behavior. Using BI to unlock these trends can aid in design and location of cell sites, optimizing network design, improve network load balancing, and improve overall service delivery It can also aid in growth forecasting to enable the company prepare rather than react to network growth.

Financial Services

For the financial sector various applications of BI exist. Anti-money laundering applications, risk management applications, e-mail marketing, data warehouse administration are a few of the possibilities. These financial institutions would include Banks, Mortgage institutions, Insurance companies, Clearing houses, Discount houses and stock exchanges. Most financial institutions generate large amounts of transactional data that would require extensive analysis for detecting anomalies and ensuring compliance to regulatory requirements.

Oil and Gas

The deregulation of the Nigerian Oil sector has introduced numerous new opportunities and markets. Oil companies can use BI to analyze sales trends and develop appropriate marketing strategies.


Manufacturing firms will use BI for quality control and assurance, supply chain management, and performance management.

Government/Public sector

The Government/Public sector requires business intelligence in several sectors. The formation of macro-economic policies requires the analysis of economic data collected from the economy. The census planned for 2006 will require extensive data analysis and forecasting to enable the government effectively plan for population growth. The Central Bank and Finance Ministry will require financial intelligence on macro economic indices such money supply and foreign exchange utilization.

The Academic community

The academic community is a market for BI in terms of data analysis, data mining and data warehousing. Research undertaken in these institutions of learning involves the accumulation of experimental and research data and extraction of trends. The large amounts of data that requires analysis requires powerful tools for extraction querying, reporting and transformation. SAS provides the tools necessary for the analysis of this research data. The National Universities Commission, JAMB and WAEC can use SAS applications to extract information on the academic performances of Nigerian students to enable the government devise appropriate policies. The National Health Insurance Scheme will generate a large amount of data on the heath care delivery services and providers in Nigeria. This data when properly analyzed will produce valuable insight into the health care in the country.

Business Model

The company will package the SAS business into an integrated solution provider that will provide end-to-end solutions for medium and large businesses. Services to be provided will include consultancy, training, outsourcing, integration, migration, and configuration. E-Waken will provide 24/7 solution support, self paced training for professionals, on-site installation, and system configuration. It will be a one stop shop for all SAS BI products. As a SAS representative the practice will provide SAS suite of products according to SAS global standards of quality and service and in line with SAS recommended best practices.

Corporate structure

Management Structure

Technology partners

SAS is E-Waken's technology partner on BI solutions. E-waken is an appointed SAS representative in Nigeria. By this appointment SAS will provide E-Waken with technical support for its products, training materials and implementation support. In 2004, SAS began the launch of SAS, the most significant software release in its history. Built on decades of SAS leadership and backed by unparalleled service and support, SAS9 eliminates the complexity of sharing data and applications. Targeted interfaces align with individual skill levels to deliver intelligence in just the right context.

Once the province of a select group of power users in the organization, SAS' enhanced business intelligence offering has evolved into a technology that anyone at any level can use for insightful reporting and analytics through customized interfaces. In the years to come SAS plans to expand the breadth and depth of its software solutions to meet changing needs.

System Integration Partners

Quanteq Technology Services is the System Integration Partner to E-waken on BI solutions. Quanteq was founded in El Segundo, California in 1998 with corporate headquarters is in Anaheim Hills, California and African Headquarters in Abuja, Nigeria. With over 30 full-time consultants and professionals in Nigeria, we are a leading provider of Management, Systems and Technology Consulting solutions serving public and private sector clients.

Quanteq was chosen by E-waken based of the following factors:

Quanteq's Extensive Experience:

Quanteq has over seven years corporate and over 100 man years of aggregated individual experience assisting management and staff of public sector organizations achieve success through successful technology adoption. This experience has been proven on demanding engagements for international and local clients such as Washington DC Department of Transportation, IHP Capital Partners, San Mateo County Hospital, Mayo Clinic, National Planning Commission, National Population Commission, Debt Management Office, NUB International Bank, EU-EMCAP, Friedrich Ebert Stiftung, PATHS, Crown Agents Nigeria, UK Department for International Development and Family Health International.

Quanteq's Broad based Technology Alliances:

Quanteq's alliance partnerships with leading technology vendors like SAS, SAP, Microsoft, HP and Oracle mean that it is able to work closely with the creators of the technology to ensure best value and successful project outcomes.

Quanteq's Skill Sets:

Quanteq delivery teams include subject matter experts, ICT infrastructure experts, information systems design professionals, enterprise application development professionals, IT governance professionals, change management professionals and capacity building professionals. This mixture of business and technology professionals provides its clients with the right mix of skills to tackle their most challenging projects.

Knowledge Transfer:

A considerable number of ICT implementations fail because high end technologies are left in the hands of untrained personnel. Quanteq 's philosophy of truly partnering with clients to deliver engagements ensures sufficient transfer of knowledge between our consultants and client teams. This reduces project risks while at the same time increasing client participation and client ownership of project deliverables.

Quanteq consultants have the international experience, the understanding of the local environment, the relevant public sector expertise and the commitment and creativity to make this transformation a resounding success. Most importantly Quanteq shares E-Waken's vision for BI implementation in Nigeria.

SAS Products

SAS creates and delivers enterprise intelligence through the SAS intelligence architecture. This architecture fully integrates world-class SAS technology into a single, cohesive platform in the following areas: data extraction,transformation and loading, data storage, business intelligence, and analytic intelligence.SAS offers a fully integrated and comprehensive suite of business intelligence software. These include

  • Query and Analysis
  • Reporting
  • OLAP
  • Integrated Analytics
  • Visualization
  • Microsoft Office integration

SAS solutions also cover the following:

  • Activity-Based Management
  • Anti-Money Laundering
  • Customer Relationship Mgmt.
  • Drug Development
  • Financial Intelligence
  • IT Management
  • Merchandise Planning
  • Performance Management
  • Regulatory Compliance
  • Risk Management
  • Supplier Relationship Mgmt.
  • Warranty Analysis

SAS is unique in being the only software supplier that can provide packaged solutions by industry and line of business to meet business intelligence requirements across an entire organization and to leverage the enormous investment companies have made in operational and enterprise resource planning (ERP) systems. SAS goes beyond other vendors' narrow definition of business intelligence, offering end-to-end data management and analytic capabilities that can tell an organization not only where it has been, but where it should go next. SAS is the only vendor that enables enterprises to break through to a higher level of understanding and intelligence.

What is a comprehensive BI platform?

As opposed to a point solution or packaged application, a comprehensive enterprise BI platform provides a complete, integrated, scalable framework for identifying and collecting organizational data, and for converting data into accurately, timely business intelligence. By definition, an end to-end BI platform includes elements for planning, ETL (extraction, transformation and loading), intelligent storage, query and reporting, and advanced analytics. SAS has the most complete solution on the market for supporting the entire intelligence-creation process within all areas of a business, from corporate performance to HR to finance to sales and marketing.

SAS provides an end-to-end framework for creating and sharing high-value enterprise intelligence, which is called the SAS Intelligence Value Chain. This integrated, Synergistic Intelligence Platform lets you focus on the weakest link of your intelligence value chain and make additional improvements over time. From data manipulation tools to business reporting interfaces and advanced analytic capabilities, SAS delivers reliable and easy-to-use technologies that leverage historical investments to drive immediate results across the organization.

Each component of the SAS Intelligence Value Chain adds incremental value to the IT organization. Synergies among modules make the total solution truly greater than the sum of the parts, as each module offers functionality that affects all other components in the integrated, end-to-end intelligence architecture. Furthermore, SAS does not rely on external partnerships or other relationships that are not within our control to provide these capabilities.

With SAS, you can optimize and extend the value of your existing systems while setting the stage for new levels of business intelligence not previously possible. The key is SAS' unique ability to integrate multiple, disparate data sources and applications. An open metadata management facility provides common metadata services to SAS and other applications. The SAS Open Metadata Architecture delivers the power to integrate, share, centrally manage and leverage metadata (data sources, content, business rules and access authorizations) across the entire intelligence value chain. One metadata server supports applications across the enterprise, in an IT environment that supports multiple repositories and hundreds of concurrent users. Programmers can quickly reuse metadata structures from your existing databases, eliminating the need to write and rewrite complex programs to consolidate metadata into one location. This common metadata environment provides for consistency and interoperability between applications while reducing complexity and potential for errors.

What is "advanced analytics?"

Beyond historical query and reporting tools that merely tell an organization where it has been, advanced analytics are sophisticated technologies that incorporate predictive capabilities, including data mining, text mining, forecasting and optimization. Although OLAP (online analytical processing) tools deliver fast results in response to user queries, they operate from highly summarized data and therefore do not deliver the detail, accuracy and forward-looking insights that are achieved with more sophisticated analytic techniques. OLAP is a valuable part of the intelligence picture, but not your optimum source of competitive differentiation. With advanced analytic intelligence, such as forecasting, scenario planning, optimization and risk analysis, uncertainty is reduced, variability is quantified, processes are refined and resources are optimally allocated. Ideally, the results of advanced analytics can be made available to users and applications throughout the organization, supporting better decisions to mitigate risks and maximize returns.

For nearly three decades, SAS has been renowned for data analysis, and today SAS holds a 36 percent share in the data mining market. Its closest competitor only holds a 4.5 percent share. SAS is the undisputed market leader in providing industrial strength analytic toolsets for quantitative analysts, as well as packaged applications that make analytics accessible to non-statisticians. Going beyond other business intelligence vendors' talk of drill, sort, filter and rank as "analytics," SAS offers true analytical power that enables you to predict future outcomes of interest; to explore and understand complex relationships in data; and to model behavior, systems and processes. SAS offers horizontal analytic applications that support enterprise intelligence, customer intelligence, supplier intelligence, supply chain intelligence and organizational intelligence, as well as turnkey solutions for various vertical markets, such as financial services, pharmaceuticals, health care, retail, telecommunications, automotive and energy.

Predictive modeling capabilities help you set the best pricing policies, optimize dealings with customers and suppliers, understand which initiatives are most effective and address numerous other organizational needs, such as fraud detection, failure analysis, predictive maintenance and risk management.

Descriptive modeling helps you understand important relationships. For example, a retail organization could use descriptive modeling to reveal which customer segments are most similar to one another and how they respond to particular messages. You can also identify product affinities that distinguish which items sell well together and what the implications may be over time, over space and across new and existing outlets, consumers and markets.

Forecasting capabilities let you accurately estimate future conditions and proactively prepare for them. You can use forecasting to identify optimal staffing levels, configure IT systems to more effectively meet existing and pending demand, and prepare ahead for trends in interest rates, stock prices, exchange rates, manufacturing costs and more. SAS provides the only forecasting software that can be integrated into existing systems, access all kinds of data sources and run on different platforms.

Optimization capabilities can identify the most effective combinations of factors (such as customer/offer/channel) to produce peak results within known budgets and constraints. In a manufacturing or distribution environment, for example, optimization can determine which procurement strategies make the most economic sense, select the distribution routes with the lowest transportation costs, or juggle multiple resources to keep production projects on track and under budget. In short, organizations can optimally allocate all resources to achieve desired outcomes more profitably and on schedule, based on overall strategic objectives.

Text mining allows you to use natural language processing to extract structure and meaning from unstructured textual data. With the integration of SAS Text Miner and SAS Enterprise Miner, SAS is the first software vendor to offer a complete data mining solution for analyzing both unstructured and structured data. By exploring and modeling large amounts of structured

Some of SAS products

SAS Anti-Money Laundering Software

SAS AppDev Studio

SAS BI server

SAS Enterprise BI s

SAS Campaign Management Server

SAS Credit Risk management for Banking

SAS customer retention for banking

SAS data Surveyor for Oracle, SAP, Siebel,

Educational Analytical Suite


SAS E-mail marketing

SAS Enterprise Intelligence Suite

SAS Enterprise Miner

Enterprise Reporter

SAS Bridge for ESRI

SAS financial Management Software


SAS information delivery Portal

SAS Intelligence Storage

SAS Inventory Replenishment Planning

SAS IT charge software

SAS IT resource Management Sever

SAS IT Service Level management Server

SAS Procurement Scorecard Software

SAS Strategic Performance management Server

SAS Value Chain Analytics

SAS Warehouse Administrator

SAS/Access interfaces to DB2,MySQL,ODBC,OLEDB,Oracle,PeopleSoft,SAP R/3,Sybase, and Teradata

SAS Enterprise BI Server

SAS Metadata Server

SAS Enterprise BI server

SAS OLAP server

SAS AppDev Studio

SAS Enterprise ETL Server

SAS metadata server

SAS Enterprise ETL

SAS Intelligence Storage

SAS metadata

SAS intelligence Storage

MArketing Plan

A reputable marketing consultant will be commissioned to come up with a marketing campaign for the SAS BI products that will cover the entire country. This will cover logo design, marketing slogan design, media advertising, corporate identity and brand creation. Marketing will be done by the company in conjunction with SAS.

Road shows and presentations will be used as a marketing tool along with the creation of SAS user groups and forums for professionals. Decision makers will be specially targeted while IT manager cadre will be provided demos and case studies to bring about greater understanding of the potentials of BI. Subscriptions to SAS magazine will be encouraged.

Special marketing packages will be created specially for specific lines of business. The company will also structure its marketing teams along lines of business so that marketers will be equipped with industry specific knowledge that will aid in designing solutions for those businesses. A high profile formal launch of SAS BI in Nigeria will also be undertaken by E-Waken/SAS.

Operations Model


The management of the company is responsible for day to day activities of the company. The CEO is responsible for performance targets and budgeting. Each unit will operate with responsibility for its own performance targets and budget.

Financial controls

The company will maintain financial controls through the Chief Financial Officer and the internal auditor.


The company will set up a helpdesk/call center


Competitor Analysis

Several vendors tout their "complete" or "end-to-end" BI solutions, but in reality only offer small parts of the picture. One vendor calls itself "the leading provider of business analytics software," yet actually focuses narrowly on ETL components. Another claims to be "the only vendor that delivers business intelligence, scorecarding and enterprise performance planning," yet actually offers only limited ETL, query and reporting. Several vendors promote themselves on the basis of enterprise business intelligence suite (EBIS) capabilities, while at the same time are not even recognized as players in the business intelligence platform market. Some BI suites rely on non-exclusive arrangements with third-party vendors, some of which have limited track records and tenuous financial positions. One vendor claims the industry's "most integrated BI suite" with "the industry's best Web query, reporting and analysis," yet is not recognized by the market or analysts as an extensible BI platform offering. A large ERP vendor claimed market leadership in April 2003 based on the rankings of a single analyst report, yet that same report cites their lack of advanced statistical features. Very few of that vendor's installations are in neutral environments, and the company is not even acknowledged as a BI vendor in another recent analyst report.

Other vendors have introduced solutions that resolve some of the challenges, but they leave holes. For example, most cannot run on mainframe platforms, which SAS does, which still hold vast data repositories for many corporations. Others rely on external applications for data cleansing, storage, and ETL capabilitiesshortchanging their customers all the efficiencies and other merits of integration. Others provide limited analytic capabilities and no prebuilt models tailored for specific industries.

One vendor offers nothing more than a robust regression predictive modeling algorithm targeted to less sophisticated business analysts, with no options for tuning the model. Most companies don't want to be limited to a single predictive modeling algorithm. In contrast, SAS Enterprise Miner includes a range of highly flexible predictive modeling techniques such as neural networks, decision trees and memory-based reasoning, in addition to regression and numerous other predictive procedures in SAS/STAT. Several vendors' products are solely OLAP-based. Trending and forecasting using OLAP cube data may not be very accurate, because the data is typically highly summarized. Analyzing summarized data on a single variable generates rapid responses to queries, but it is generally not as reliable as forecasts based on more detailed data, including multivariate forecasting (using multiple variables to predict future values). Another vendor has sought to expand into the BI market from its operational CRM roots by offering statistically-oriented data mining from a third-party analytics provider. However, the third-party offering is not as expansive as SAS, is notably complex for certain functions (such as real-time scoring), and its vertical-market templates are based on OLAP technology. The product doesn't offer predictive modeling, preset data mining templates or behavior tracking.

In the forecasting arena, many SCM (supply chain management) and ERP vendors provide simple forecasting methods for short-run tactical/operational planning, but none offer the more sophisticated econometric methods necessary to produce accurate forecasts many months or years into the future a prerequisite for strategic planning. Some niche players may offer more forecasting methods than SCM and ERP vendors; however, they cannot scale to handle large scale forecasting problems, such as forecasting every product in every store in every location.

SAS is the only large, commercial software vendor that can tackle forecasting at all levels of planning in large organizations. A June 2002 Seybold Group research report dealt a harsh report card on predictive capability for several analytical CRM vendors giving one the equivalent of a "B" for "packaging a single predictive capability;" a "C" to another for its "rudimentary, arithmetic approach to prediction" with "predictive capabilities ... on the light side;" a "D" to another for not packaging predictive functionality (except the ability to integrate with partner products); and an "F" to a fourth for having no prediction functionality at all except promises to include it in a future release.

The fact that SAS caters for all these requirements while its competitors do not reaffirms its position as the leading BI solution. None of the currently available solutions in Nigeria offer a complete integrated end-to-end suite of products that can provide the kind business analytics required by large enterprises.

It is common among BI vendors today to find easy-to-use interfaces Windows- or browser- based screens suitable for non-technical users, wizard-driven processes, ad hoc query and reporting capabilities, and such. It is equally common to find a diversity of report formats and outputs, customizable report templates and information delivery through Web portals, e-mail and handheld devices, e-mail and pager alerts. But the bottom line is speed and convenience in getting information isn't much help if the information isn't as accurate as it could be, or if it isn't presented in a way that immediately reveals content that is meaningful for your unique role. Unless the BI suite is based on a solid foundation of effectively cleansed and consolidated data, open metadata for integration of diverse applications and data sources, and the broadest possible range of advanced analytics, the result will just be getting speedy delivery of mediocre intelligence.

Financial Forecast

Considering the large amount of business intelligence required by financial institutions for anti-money laundering and anti-frud applications, the requirements of telecommunication companies, the increasing requirements of BI by government for planning we forecast growth in the BI industry.

We foresee revenue streams from:

BI consultancy

BI solution design and development

BI software sales

BI installation and configuration

BI outsourcing

BI training

BI development

Data Warehousing

Data Mining

These revenue streams can make BI a multi-billion naira industry within the next 5 years.



E-Waken has a staff strength in excess of 50 comprising IT professionals, project administrators, business analysts.

Staff Profile

(Staff CVs Here)

Recruitment Plan

E-Waken intends to recruit staff to increase its staff strength using the following strategy

Online recruitment

Using its website E-Waken will recruit database management and administration, database design and implementation, BI, and analysis professionals.

Internship Training

An internship program will be put in place to get fresh trainees who will be provided with internship training and exceptional ones retained.

International recruitment

To ensure that the company gets a diverse talent pool recruitment will not be limited to Nigeria but employment will be open to international professionals.

Skill Acquisition Plan


Self- paced training available

SAS provides self-paced training which E-waken staff will undertake with the goal of gaining necessary skills to support SAS products.

Web based training

The web based training offered by the company will be taken advantage of to imcrease raining opportunities for staff


E-waken will endeavour to get its staff certified on the SAS product line. It will aim to have sufficient SAS Base Programmers, SAS Advanced Programmers and Warehouse Development Specialists.

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