Training in Export Marketing Plan Improves Position of African Tech Entrepreneurs in Global Market

Exporting to international markets is a powerful way for African tech startups to increase company profits, offset seasonal declines and become more competitive. The challenge is how to successfully navigate that process.

A key part of the International Trade Center’s NTF V program is to train African entrepreneurs on how best to navigate the complexities of global marketing and international sales.

In October, the Dutch Trust Fund V Ghana Tech Program ended with 18 IT & Business Process Outsourcing (BPO) companies training on an 8-month export marketing plan to sell their services worldwide. rice field.

Nehemiah Yelu Attigah, Founder and CEO of Hatua Tech Ltd. Nigeria will be our primary market, and Sierra Leone, Gambia, Kenya and Rwanda will be our secondary markets,” Attiga said.

Hatua Tech is a Ghanaian business process outsourcing business that helps companies in the service and manufacturing sectors to streamline, digitize and effectively manage their processes. Attigah said his company has worked hard to make sure potential clients understand the value proposition.

Led by expert Fred Janssen and local trainers Paulina Adjei and Emmanuel Kpogo, the training included a full-day workshop, company visits and online coaching sessions.

“The facilitators and coaches were very honest with their feedback,” says Attigah. “It was a fresh approach. People aren’t used to being forced to think deeper,” he said.

The EMP details how companies can identify their internal strengths and weaknesses and determine which international markets they can enter. Participants were provided with an export marketing handbook to guide them through the training and develop their own bespoke service offerings and export plans.

Attigah said:

Partners from key institutions with whom ITC works, including Joyce Owusu-Kwarteng, Ghana Export Promotion Authority, David Gowu, Institute of ITC Professionals Ghana, and Akosua Annobil, founder of Tech in Ghana’s biannual event, were also present. did. Communicate directly with companies.

Ernest Amartey Otu, Senior Manager Marketing & Sales at e.Services Africa Ltd. (eSAL) said: Attend training.

eSAL is a 24/7 business process outsourcing operation serving international and local Ghanaian and international clients in the financial, telecommunications, healthcare, utilities and aviation industries.

eSAL is working to reach more international customers, while competing against established players in Africa in Kenya, South Africa, Morocco and Rwanda, and internationally in the Philippines and India.

“The competition is fierce, and there is a lot of financial power involved. We are a small company trying to survive in these waters,” says Otu. “A marketing mix strategy that considers products, locations, prices, promotions and most importantly the environment was critical in how we articulated our value proposition in our five-year plan,” he said.

Otu recognizes that giants like Amazon and Google are entering African countries, poaching many of the best tech experts and leaving local businesses with a shortage of qualified workers. However, he said these big companies would benefit more from partnering with local businesses.

Confident that the company was already on the right path to success, Otu said the ITC training helped improve eSAL’s product package.

“A critical analysis of our Strengths, Weaknesses, Opportunities and Threats (SWOT) shows that we have what it takes to enter the European market, especially the UK,” says Otu.

Attigah agreed that training like the NTF V provides is important for technology companies that need to deliver services to global standards to sustain and grow their business.

“This is what we are encouraging and should be repeated in the coming years. It will help many African and Ghanaian companies to internationalize in their prospects and implementation,” added Attiga. rice field.

Distributed by APO Group on behalf of the International Trade Centre.