Africa Is Not One Market. That Is Not the Most Dangerous Assumption.

Everyone now repeats that Africa is 54 different markets. The assumptions that actually sink ventures are subtler, and they survive because they sound like prudence.

The Costliest Africa Mistakes Are Made Before Entry

By the time most Africa ventures hit trouble, the decisive errors are already months or years old. The most expensive mistakes are made in boardrooms, before anyone gets on a plane.