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Don’t make assumptions about low-income markets
Building a business in markets like Africa and South America takes more than a cookie-cutter solution. This is what you need to know, says Professor Tashmia Ismail
4 minutes read
Building a business in markets like Africa and South America takes more than a cookie-cutter solution. This is what you need to know, says Professor Tashmia Ismail
Wiegertje Groenveld (Economics and Business Economics, 1988) is a vastly experienced angel who’s heard hundreds of ideas from countless entrepreneurs. And she’d love to invest in your company – if you really are as good as you think you are.
So you want to launch your own startup. What do you need? Capital, of course. Determination. And most of all? Passion. At least, that’s the narrative. But of course, it’s not enough. Starting a business is dirty, difficult and frequently frustrating. Most don’t become unicorns. Many fail.