At Mettle, we are experienced and ambitious realists. We take pride in our ability to find solutions to business problems. We hold an innate understanding of the peculiarities and culture of the African continent, in combination with principled and uncompromising business ethics. We respect the local traditions and core human values and can easily translate the local business contexts to meet the highest Western standards. Our services are offered from a unique perspective. Our expertise, local knowledge, and broad network across African industry sectors ensures that your needs are met in an efficient, reliable, and cost-effective way.
We Explore Your Company’s Market Potential in the Region.
There is a growing demand for products and services from the tertiary industry sector. Gone are the days when business interests in Africa countries were chiefly based on the primary sector. As a result of increased government expenditure, consumer spending, and purchasing power, the need for economic diversification is at an all time high. African consumers want better public amenities, services and infrastructure in areas such as healthcare, energy, and construction.
We help you in building step-by-step and long term strategic expansion plans in the region.
In comparison to other emerging market regions, Africa has largely remained unchartered. For companies interested in sustainable international growth, there is a competitive necessity to establish a presence in Africa. With the continued growth in the region, competition to entry will become increasingly difficult, thus, in order to secure market share, it is imperative to avoid delaying entry. At Mettle, we seek to continually understand the evolving local African markets and how to create long-term value and sustainable growth.
We Identify Reliable Entry Points and Partners.
It is imperative to note that each African market is different. One country, one approach—this cannot be overemphasized! One size does not fit all. Sometimes, within the same country, you have to use different approaches for different ethnic groups. For example, you will not fully realize the potential of your business by running a company in South Africa that services the Ghanaian market. Likewise, you will not succeed in Nigeria without a Nigerian. When possible, companies should endeavor to have a representative in the local priority market to gather market intelligence, manage partners and build relationships with the locals. At Mettle, we combine local knowledge with economic forecasts, business intelligence and market analysis to provide an in-depth analysis of the environment and potential partners.
We understand the local market and more importantly, the people.
Often times entering a market in Africa presents a daunting experience. Western companies often worry about corruption and unclear procedures and policies. They are also concerned about multitude of compliance issues. In reality, African businesses worry about the same things. Our research finds that most African companies are skeptical about foreign companies and businesses. We understand that trust goes both ways, and we facilitate this process, while introducing your business to the local market.
We Provide Your Company with an In-depth Landscape and Risk Analysis.
As an emerging market region, it is important to note that doing business in West Africa requires a long-term view of investment materialization. If you expect a quick return in the bottom-line, it may be best to look to another region. In Africa, expect to see a quick and robust increase in sales and revenues in the short run, and a slower yet steady growth in bottom-line in the long run.
As an emerging market region, it goes without saying that Africa is exposed to many risks. Nonetheless, these trends are predictable. At Mettle, we provide the tools, strategy, and contingency plan needed to steer through unpredictability while keeping the fundamental goal of your company at the focus.
We participate in educative presentations, seminars, and conferences.
We are always happy to join insightful presentations, seminars, and conferences that aim to educate interested parties on various aspects of doing business in West Africa, with particular attention paid to navigating corruption, political risks, and the intricate cultures. We engage in a well-balanced and versatile dialogue that encourages cooperation and builds bridges between Africa and the rest of the world.