I'm particularly enlightened by two points in this article
The first is - focusing on existing income structures to create pricing models.
Income greatly affects demand, and it's pointless to create product that majority of the market cannot afford.
The second - Disrupting two things at a time in a single market is more likely to fail.
The MPesa example is frequently referenced in the world of digital payments in Africa, because they didn't try to take customers too far away from their comfort zone.
If MPesa required customers to have a smartphone at the same time to complete a transaction, the story would be different.
Great write up Adia. You are spot on with the model for Africa as more pay as you go than subscription and more solutions that allow people pay per use, merges cash and digital and uses communities to build brand equity will win.
I see your 'brand equity' and raise you 'distribution equity' instead....I think for fragmented markets that will stay fragmented, for most goods, distribution >>>>>> marketing.
Totally in love with how clear this analysis is. And I do agree that you should turn this into a series. Place more emphasis on contexts like distribution, market gaps and product fit for market and consumer expectations. Thank you 🙏
Adia, your analysis of the distinction between pre-middle class and post-middle class economies is particularly insightful, and the examples you provide illustrate the importance of understanding local contexts. The call to action for indigenous innovation and adaptation is necessary.
I found this quite insightful, aspiring and existing tech startup founders really need to read this piece.
Thank you Adia, for putting this together.
I think case studies, a deep dive into different regional (tech focused) markets in Africa, as well as an industry deep dive are great directions this series can explore.
Hmmm
This maybe a slippery slope because you’re a top operator but I’m thinking case studies of startups with failed transplantation.
I will think more about this but I love a good case study
I'm particularly enlightened by two points in this article
The first is - focusing on existing income structures to create pricing models.
Income greatly affects demand, and it's pointless to create product that majority of the market cannot afford.
The second - Disrupting two things at a time in a single market is more likely to fail.
The MPesa example is frequently referenced in the world of digital payments in Africa, because they didn't try to take customers too far away from their comfort zone.
If MPesa required customers to have a smartphone at the same time to complete a transaction, the story would be different.
Great write up Adia. You are spot on with the model for Africa as more pay as you go than subscription and more solutions that allow people pay per use, merges cash and digital and uses communities to build brand equity will win.
I see your 'brand equity' and raise you 'distribution equity' instead....I think for fragmented markets that will stay fragmented, for most goods, distribution >>>>>> marketing.
In fact...next article loading. Osheeee!!!!!
Totally in love with how clear this analysis is. And I do agree that you should turn this into a series. Place more emphasis on contexts like distribution, market gaps and product fit for market and consumer expectations. Thank you 🙏
Adia, your analysis of the distinction between pre-middle class and post-middle class economies is particularly insightful, and the examples you provide illustrate the importance of understanding local contexts. The call to action for indigenous innovation and adaptation is necessary.
I found this quite insightful, aspiring and existing tech startup founders really need to read this piece.
Thank you Adia, for putting this together.
I think case studies, a deep dive into different regional (tech focused) markets in Africa, as well as an industry deep dive are great directions this series can explore.
Looking forward to the series...
Best Regards.
This is such a solid piece, Adia.
Fitting to context matters a lot.
Yes, please make this a series.🥺
If you go with my idea or any idea at all really. I’m happy to help with research😌
krisidonije@gmail.com
Thanks for the offer. Might just take you up on it.
Merci 🙏🏽. How else would you like me to unpack it?
Hmmm
This maybe a slippery slope because you’re a top operator but I’m thinking case studies of startups with failed transplantation.
I will think more about this but I love a good case study