June 30th 2000

Ashim Morton - Ghanaclassified.com

We met with Ashim at the offices of Ghanaclassified in Nima, Accra.  Ghanaclassified has its own offices in Nima in a two story building with several office rooms.  The building is well fitted inside with a clean wide central hall "architectural lighting (wall sconces an spot beams).  There are twwo or three large executive offices at at least one large computer center with computer stations in semi-kiossks.

Asdhim is a ghanian who left Ghana when he was 13 years old.  He went to university in NY at CUNY and NYU for architecture studies.  After graduation he went to work for a llarge architecture firm in NY.   He left after 8 months due to a lack of promotion which he blamed on racism.  He gave as examples white classmates also hired by the same firm who were quickly promoted.  He also mentioned that his salary at the firm was 18k dollars.  He was hired by another firm in NY at a salary of 75k.  He said that during these initial experiences  he had considered a return to Ghana but was dissuaded from returning by his father.  Later, he left architecture and started his own computer consulting firm that included web site publishing and content development.  He also started a community computer training center in Manhattan that had 30 workstations.  Ashim's center was visited by the president of Ghana during a visit to NY.  Ashim was convinced to return to Ghana during R. visit because of what he perceived as opportunities presented by the changes in Ghana occurring in 1994(?). Ashim returned to Ghana in 1996.

AM started ghanaclassified with the idea to create a Lexis Nexis type service for Africa.  He plans included future expansion to other Africa countries.  He has put a hold on the expansion plans bcause "there is so much to do in Ghana".  Ghanaclassified was conceived as a site that would provide Ghana specific content that told the "real story" of what was going on in Ghana.  The site includes information on history, politics, economic conditions, tourism information.  The site's content is produced in Accra but the site's server is located in New York.  

AM has also started a business called bestbuysghana.com launched three weeks ago.  AM described this business as his first foray into e-commerce.  The site features local retailers of autos, computers, electronics anjd variety of other products at discounted prices. AM complained that the major problem with e-commerce was the lack of electronic payment capability.  AM said that he had approached US based credit card business companies to offer Ghanaians credit card services and was told emphatically that they were NOT interested.  AM said that the problem was more than the logistical and communication concerns faced by VISA etc. or the lack of a potential client base, but that the companies also feared fraud and "scams" in Africa costing their company business.  AM described this as discrimination or aat least negative perceptions of Africa based on ignorance.  Bestbuyghana has tried to get around this problem by creating a system whereby clients are given discounts for buying from bestbuyghana merchants.  The "magic" AM said happened when a customer purchased on the site.  Simultaneous e-mails are sent to the client, to the merchant and to the bbg offices.  These  e-mails serve as e-receipts for the client who can then travel to the merchant and be guaranteed the product at the discounted price.  The site currently features 42 vendors.  On the first day of operation, the site received 8000 hits (AM said that his expectation was 1000 hits)  Vendors pay $200 a month to be listed at bbg.  He has additional rate structures that feature more services at higher rates.  These services include better palcemeent.  Future plans for bestbuyghana include the ability to take credit card orders through a special link via an offshore credit card service.

AM estimated that 22k Ghanians had direct access to the internet, 85 internet cafes exist (unsure if in Accra or all over Ghana), over 800 communication centers exits.  AM estimated that 600K people are using the internet, 750k have e-mail addresses and 3 million have access through some means.  Internet service costs 25-40 dollars per month according to AM.  Broad band access is 500 dollars per month.  Fiber optic service is available for 1000 per month.

AM was also asked about his experience with WAEN.  He recounted the general characteristics of the organization, monthly meetings of the national, quarterly international meetings etc.  AM is a member since 1996, AM is the national coordinator.  42 members pay membership fees of 300 dollars per year.  This is not enough to pay for operating expenses, so AM claimed that he covers rent, electricity, copying etc. himself.  To be a member, AM said the basic criteria included having a transparent financial background, no criminal record and be a sizable business.  WAEN is promoted on ghanaclassified although AM stated that they are not interested in growing membership too much.  The smaller organization is more manageable, he said.  Monthly meetings are attended by 15-20 members usually,  depending on what else is going on in country or in their busienssses.  AM stated that members must particpate to get the benfits and that mebers could not just sit back the and expect to benefit.  We mentioned AO to him as a former member.  AM said that she was a good example of someone who expected benefits without participating.  He said that her schedule and perhaps the fact that she was too busy were possible reasons for her lack of participation.  

One of the main benefits of WAEN he said, was the ability to make contacts in other countries.  He gave as a hypothetical example a person with 20 tons of salt in Ghana.  If he wanted to sell this product to Nigeria, he would typically have to go through all sorts of red tape using the traditional methods of exporting including via Nigerian customs officials.  If there is a WAEN contact in Nigeria, one could simply make a phone call, arrange for letters of credit and get the product sent right away.  Also, if traveling in a WAEN member country, a fellow member can get information and assistance if needed by contacting another member or the secretariat in that country.

AM said that there were several companies that wanted to be a part but that they are rejected.  Some, he said are rejected for being too political.  WAEN is apolitical, he said, as is he, "I am a businessman" he said.  Revenues of WAEN member companies range from 300,000 to 10 million dollars annually.  Other large companies, "who could support the entire organization with their own funds" are rejected because they come with "political" interests. 

AM described the recruiting process for WAEN.  He said that occasionally someone will call him with the name of a possible member.  He tells people that he will "get back to them" in a few days during which time he attempts to "check them out".  If he finds out something about the potential member that disqualifies them, he does not call back, "they know then that they are not in" he said.  AM's recruiting process was described as somewhat exclusive, not everyone who wants to be a member can be.  

AM was asked about the small number of women owned businesses.  He said that there were four or five women businesses that he hoped would join and that he would continue to pursue them.  He said that women in Ghana at the current time preferred to keep a low profile.