AFRICA is seen to be one of the hottest global opportunities for corporate expansion.

But not all African countries are enjoying the same speed. The continent is complex and diverse, with each country and region coming hand-in-hand with its own opportunities, along with challenges and hurdles.

Companies wishing to invest in the continent need a specialist partner, who can help them navigate the socioeconomic, regulatory, legal and tax environments unique to each country, says MD of Database 360 Louise Robinson.

The number of cultural, political, and organisational differences across the continent can be a daunting prospect for investors,” says Robinson.

But it is not all that difficult to handle the unique African business environment with the help of a specialist consultancy.”

She says European solutions don’t translate well into the African market.

What is needed is an African approach, bearing in mind culture, geography, political climate and specific markets. Businesses need to be creative and flexible when taking on these region-specific challenges.”

Despite the growth in Africa, businesses wishing to tackle the continent must have a smart entry strategy, and a consultant can help with this, says Robinson.

Africa is both geographically enormous and highly diverse, and a strategy that plays into its strengths is key to success.

But, most importantly, says Robinson, African market entrants need a long-term view, clear objectives and an operating model.

The first question should be where to invest, and this requires a closer look at different locations and careful consideration of each region’s pros and cons.

For example, North Africa boasts a mature market, and is reasonably close to Europe but is plagued by political instability. Southern Africa is far from Europe, but more economically mature and politically stable.”

She says finding the right strategy for the right region in Africa can be tricky.

This goes far beyond cash resources. To succeed, any business needs the right people in the right way. Bear in mind the African Economic Outlook Report highlighted that administrative procedures for opening and running a company, and the costs of running a business, were major factors that put people off African investment.

To navigate the complex African environment, a consultancy that specialises in the African business environment is key.

A good partner will help pinpoint the unique requirements of the specific region and define and identify the target audience.

Through years and years of experience and hands-on knowhow, a consultancy is able to smooth the path to entry into emerging African markets.”

According to Robinson, Database 360 has more than 10 years’ experience in bridging the gap between investor companies from the developed world and emerging markets.

We understand the African market, and have developed a foothold on the continent over the years.

We boast an understanding of the factors and pitfalls relevant to doing business in this complex continent.

Database 360 provides a consulting service that specialises in marketing strategies and reliable data, helping organisations reach the correct people in an environment where information is difficult to come by.