Afrigator: A Killer Start-up in Africa

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Case Details:

Case Code : BSTR353
Case Length : 20 Pages
Period : 2007-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Afrigator Internet (Pty) Ltd.
Industry : Social Media
Countries : Africa

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Afrigator is an extremely strong and recognized brand not just in Africa but globally. We are a market leader within our space, and through innovative products and services we are building trust and value for our brand because we continually engage our users. We have built up an extremely loyal user base that thrives on our ability to deliver new products that benefit them."¹

Justin Hartman, Managing Director & co-founder of Afrigator in 2009.

Introduction

In December 2008, South Africa-based social media aggregator², Afrigator, joined the Online Publishers Association³ (OPA) of South Africa in order to achieve statistical insights for its core products namely, Afrigator (www.afrigator.com) and Adgator (www.adgator.co.za).

Within a month of joining, Afrigator had become the ninth largest publisher on the OPA with respect to total unique browsers, registering a growth rate of 1,079%, as measured by Nielson Online⁴ (Refer to Exhibit I for Nielsen Online Rankings by Publisher).

Afrigator: A Killer Start-up in Africa - Next Page>>

1] Mandy De Waal, "Afrigator Bytes," www.brandchannel.com, February 23, 2009.
2] Social media aggregation is the process of collecting content from multiple social network services. The task is generally carried out by a social network aggregator, which gathers all the content into a single location. Social media aggregators have no original content. They use content from blogs and other social networking sites to drive traffic from search engines to their aggregator sites. Some examples of social media aggregators are power.com, FriendFeed, Technorati, and Flock.
3] Online Publishers Association is an independent and not-for-profit trade association whose stated objective is to promote the online publishing industry and to advance the business interests of online content providers before the advertising community, the press, the government and the public.
4] Nielsen Online, a service of the global information and media company The Nielsen Company, provides comprehensive and independent analysis of online audiences, advertising, video, consumer-generated media, word of mouth, and consumer behavior.

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