Channel mapping
A field-mapped picture of how goods in your category move from manufacturer to distributor, wholesaler, retailer and consumer, with the margins and players at each step. The map you need before changing a route to market.
What every record contains
| Field | Why it matters |
|---|---|
| Structure | |
| Channel tiers from factory to consumer | See every hand the product passes |
| Share of volume by channel | Know which channel matters most |
| Economics | |
| Typical margin at each tier | Price with the whole chain in mind |
| Players | |
| Named businesses at each tier, by state | Know who to work with |
| Insight | |
| Pain points and gaps found in the field | Find the opportunity |
| Quality | |
| Interviews and visits behind every finding | Defend it internally |
Who buys it
Brand ownersRedesign a route to market
New entrantsChoose the right entry channel
InvestorsUnderstand how a category works
Logistics firmsFind where the chain breaks
How you receive it
A report with channel diagrams, a margin table and a list of named players, built from field interviews in the states you choose.
How we check it
Records are confirmed by phone call, site visit or CAC lookup, and every record carries the date it was last checked. Contact details are collected and shared in line with the Nigeria Data Protection Act. If a record is wrong when you receive it, we replace it.