How to Identify Profitable Markets

In Lagos, you very rarely will find people who specialize. Most architects are generalists here. So in the process of building the business plan and defining what the practice was, it became very clear to me that what we would sell our firm on is our aesthetic. We have a young practice who produces very clean minimalist architecture. So people will gravitate towards for that. Now within the aesthetic, we could handle XYZ typology, but the point is you would come to us for our style. And so if you're not making that, it's not working. You have to then also work back from those fees to the kind of work that you do. For example, residential doesn

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