Hi! My name is Gamu, Founder of Gen A Consultancy. I am a former Accountant, Higher Education programme leader and Corporate Trainer, turned African business translator.
I was privileged enough to grow up in Africa in the 90’s, a decade characterised by peace, stability and a booming economy. It’s 2020 and I get to be a part of that success, but this time as an advocate for sustainable business and as a direct investor in the prosperity of the continent.
Typically, my clients are micro entrepreneurs and SMEs who are interested in reaching out internationally to gain market share and grow. I specialise in businesses that want to enter the African marketplace or go out of Africa to bring their products and services to the world.
My clients are businesses that do not feel comfortable navigating the massive details associated with internationalisation by themselves. I help business that need visibility, partnerships and localisation help, end to end expand successfully into other international territories (if they are from Africa) and into Africa if they are focused on that continent as a destination for growth.
I have developed a methodology that I use with global businesses to help them to successfully penetrate the African market - The 5 Domains for Business Success in the African Market:
1st Domain - the Opportunity Assessment:
It is important to start by taking a deep dive into your business to identify where the opportunity exists between what you are currently doing and where you want to get to. This is the way to understand your reasons for targeting, operating in and trading with the African market. It helps you to understand the factors influencing the attractiveness of your chosen market.
2nd Domain - Glocal Partnerships Accelerator:
As a consultant, I only deal directly with select entities such as the export promotion councils, chambers of commerce & industry associations that exist in every African country.
I have established a system for targeting the 'safer' markets for entry into Africa, supported by bi-lateral agreements between the world and the African Continental Free Trade Area. My system therefore gives you the opportunity to explore potential partnerships for your business, wherever you are in the world.
3rd Domain - Anticipate Risk, Anticipate Right:
This theme takes you through your mission, vision and values alignment, the go-to-market approach and local know-how in order to understand, anticipate and develop country-specific scenarios.
This is also the area in which we isolate any external risk factors that may impact your business by developing knowledge, skills, expertise, contacts, and a good reputation on the continent.
4th Domain - Know your product distribution channels
As you know, the right distributor enhances your business's exposure in the market and can give you an edge in terms of speed and efficiency. When expanding into new markets, the best brands know that staying on top of their entire sales process is critical to sealing the deal.
It is important that you understand how your products/services will be dispersed through the market, so the transportation, packaging, and delivery methods involved.
5th Domain - Cultural Localisation
Although all innovations may originate in distant places, their impact must be felt close to home to make a difference in people’s everyday lives. With Africa being divided into 54 markets, that not only means there are 54 different markets, it also means that there are 54 different cultures.
Since localisation is the process of adapting your product or service to a specific language, culture, and desired local look-and-feel, this step is key to understanding how crucial this part of the process is for whichever part of Africa you want to enter into.
I am committed to excellence in the services I offer and I use tracking data to understand how I am making a difference for my clients.