Why you need grit when you want to quit

Section 2 : Understand your market

Running a business in Africa is not easy, even with ready capital and an accessible market, somehow, there are obstacles that will find a way to frustrate even the most determined entrepreneur. The important thing is that you understand your market. These hurdles are a reality, but they are just that – hurdles. They may be social, institutional, economic, political or business challenges.  Even the fact that you’re an African company could potentially mean that your business will be marginalization from the global economy, you’ll have fewer options when it comes to infrastructure, or finance, or even the general protections due to poor governance systems for licenses or trading across borders etc.

This can all seem rather daunting, however, focus on the fact that despite the setbacks, some of the high business growth rates in the world can and have been achieved by entrepreneurs in Africa, especially over the last decade.