Realising regional expansion for African startups
- African continent has a combined GDP of $3.1 trillion and over 1.4 billion people.
- M-Pesa, Jumia, and Flutterwave are examples of successful pan-African expansions.
- Twiga Foods reversed its expansion plan into Nigeria to focus on Kenya.
While the allure of pan-African expansion is strong, startups must prioritize understanding local markets and consumer behaviors before attempting to scale. A more cautious, phased approach that emphasizes local market mastery could lead to more sustainable growth and success.
