02/10/2025
Growing up, my parents described almost every substandard electronic as “Chinko.” It was our way of saying cheap and fake. The logic was simple: if it was affordable and got damaged quickly, it must be from China.
But later, in business school, I learned something that my parents probably missed. Chinese manufacturers were not necessarily producing “fake” products. Instead, they had mastered two powerful concepts many entrepreneurs ignore: Minimum Viable Demand (MVD) and Minimum Viable Quality (MVQ).
Minimum Viable Demand (MVD) is about the market side. It asks: is there a paying customer for what I’m offering? Demand is only “viable” when people are willing to exchange money, not just compliments or likes.
Minimum Viable Quality (MVQ) on the other hand is about the product side. It asks: what is the least level of quality that will satisfy my customer at their price point?
MVQ does not mean fake or inferior products. It means building a balance between usefulness and affordability. Think of it like this: if you build a ₦200,000 product for a market where people earn ₦50,000 monthly, you’re already out of business before you start.
Perfect quality at an unaffordable price is useless. Understanding what your customers can afford, and then calibrating your product development to match it, is where entrepreneurs capture value.
This is why China dominates global manufacturing. They don’t just make the “best” product—they design across tiers: ₦50, ₦500, ₦5,000. Everyone feels included. A family that cannot afford a ₦500,000 Sony TV will still find a ₦60,000 option to take home, and in doing so, China captures the market by ensuring no customer is left behind.
However, here is where it gets tricky:
👉 If you locate demand but fail to deliver acceptable quality, customers may buy once—but they will never return.
👉 If you build excellent quality that your target customers cannot afford, demand simply disappears.
The real challenge for entrepreneurs is finding the balance between demand and quality what Tekedia Institute calls the intersection of Minimum Viable Demand (MVD) and Minimum Viable Quality (MVQ).
This balance is where sustainable businesses are built.
Join us at Tekedia Mini-MBA as we teach innovators and builders how to master this balance, turning ideas into products that markets not only buy, but continue to demand.
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