By Mairo Muhammad Mudi
In a time when the headlines are often flooded with distressing news about unemployment, cybercrime, and drug abuse among Nigerian youth, I am pleased to report a refreshing and inspiring development from the town of Suleja, a story of digital resilience, innovation, and community potential waiting to be tapped.
Recently, I was invited as a panellist to an event titled “The Digital Dominance Summit” a powerful initiative under the theme Building Profitable Brands in the New Economy: Sales, Strategy, Online Influence. Truth be told, my first instinct was to understand the purpose of the summit and the credibility of its organisers. To that end, the convener, Coach Naseer Abdullahi, who also serves as the CEO of Valpulse, personally visited me with his team and explained the summit’s goals with remarkable clarity and enthusiasm.
Ordinarily, I do not consider myself a digital enthusiast, even though, admittedly, I am a great beneficiary of today’s digital revolution. But as Coach Naseer took me through what they are doing, step by step, brick by brick, I was completely blown away by their innovative methods of digital entrepreneurship, particularly through affiliate marketing.
For clarity, affiliate marketing is a performance-based business model where individuals earn a commission by promoting and selling a company’s products or services. Instead of producing the goods themselves, these digital marketers harness their influence, be it on social media, blogs, or websites, to redirect customers to vendors. In return, they earn a cut from every successful sale. It’s simple in structure but powerful in potential. Youths across Nigeria are already making legitimate millions through affiliate platforms. Yet, in places like Suleja, awareness remains painfully low.
The Digital Dominance Summit, held in Suleja, was not just a motivational talk shop, it was a practical demonstration of what’s possible when young minds embrace digital skills and self-reliance. And more importantly, it was a proof that we already have what it takes to create lasting change in our communities.
Initially, I went to the summit with the intention of discussing the dangers of drug abuse and cybercrime, particularly among the youth. I didn’t know if there was room on the programme for such a topic, but I was ready to talk regardless. These are pressing concerns in our community. Many young people, due to idleness and lack of exposure, are falling into crime like flies to honey.
But what I saw at the summit gave me hope. Here were young men and women, brimming with energy and ideas, learning real-life skills that could secure their future and even uplift others. It dawned on me that the best way to fight youth delinquency is not only by preaching to them, but by empowering them.
What particularly caught my attention was their impressive display of home decoration products and resin artistry. I must confess, it was my first time seeing such craft in person. I honestly assumed the items were imported from overseas. But here I was, face-to-face with products made locally by talented youth from Suleja.
I met a young, spirited gentleman named Faisal Ibrahim Abdullahi, who shared his journey with me. He had travelled all the way to Lagos to learn the skills of epoxy resin installation, resin jewellery crafting, eco-friendly home décor, and design techniques. Faisal is the only person from his area with that kind of training. And yet, he is more than willing to pass the knowledge on to others, if only he could get support.
Just imagine what it would mean for Suleja and the wider Niger State if Faisal were empowered to train other youth like him. Not only would it create jobs and reduce dependency, but it would also restore dignity and pride in our local talent. Faisal is not asking for a handout, just a platform to multiply the skill he has already acquired.
The event itself was vibrant and purposeful. Participants, many of whom are Coach Naseer’s affiliates, competed in digital marketing tasks and walked away with mouth-watering prizes, including a car won by Blessing Paul, and cash rewards to others. It was a moment of celebration, but also a moment of reflection. How many of our children know that such legitimate wealth creation exists right in their backyard?
And herein lies the bitter truth: while the platform is based in Suleja, most of those who are actively participating and benefitting are non-indigenous youth, young people from other states who have seized the opportunity with both hands. Meanwhile, many of our own leaders have turned a blind eye. Some even dismissed these ambitious entrepreneurs as mere “Yahoo boys.” Such ignorance is not only dangerous, it is costly.
Coach Naseer and his team have tried, multiple times, to involve traditional and political stakeholders, but the doors remain largely closed. And yet, in the very same land where our youth roam the streets idle and disillusioned, a self-reliant ecosystem is sprouting, and we are refusing to water it.
The advantages of affiliate marketing and digital entrepreneurship for Suleja cannot be overemphasised:
1. Youth Empowerment: It teaches self-reliance, creativity, and problem-solving.
2. Crime Reduction: Engaged youth are less likely to fall into drug use or cybercrime.
3. Community Development: Success stories inspire others, creating a ripple effect.
4. Revenue Generation: These platforms bring in millions, and trained affiliates often become employers of labour.
5. Global Competitiveness: Our youth can compete globally with their skills while living right here in Suleja.
Therefore, I call on all Niger State stakeholders, politicians, traditional rulers, civil society groups, and philanthropic individuals, to take a second look at what is happening in their own backyard. The digital age is not a luxury for the elite; it is an equaliser. We must invest in our youth before another region does it for us—and leaves us behind.
Let us encourage and support platforms like Valpulse, and let us ensure people like Faisal Abdullahi are not left to struggle in silence. We can sponsor training sessions, provide basic tools, and offer mentorship schemes. And above all, we can change the narrative: from idleness to innovation, from helplessness to hope.
Here, I call upon our amiable Farmer Governor, His Excellency, Mohammed Bago to reopen the Ladi Kwali Pottery Centre, enabling this young man to produce and train the youth for the benefit of Niger State and Nigeria at large.”
As a community, we must understand that digital empowerment is not just a trend, it is the future. And the earlier we embrace it, the brighter our tomorrow will be.
From Suleja, I bring you good news, not just of possibility, but of progress. Let’s not let it go to waste.
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