Expand Your Online Business To "Exotic" Markets

Many Internet business owners have developed content they market to the same audience, leaving out potential buyers from what seem to be exotic countries.

The potential customers are likely to mostly be based in Western countries, speak English and looking for opportunities to start their own businesses. And while this audience has proven to be a reliable and profitable source of revenues, there are millions of potential excluded from the mix.

Let me explain why it would be beneficial to consider aggressively developing and marketing some of your information products to African markets.

I will start by conceding that Africa is not as big or cash-flush a market as China and other popular markets. Its certainly not the new blue-eyed boy like India is to the ICT industry. However, it does have a good potential for business growth as more people go online and large multinational corporations aggressively the continent for their next wave of growth. Here are some issues to keep in mind when you consider whether aggressively marketing your content for African markets or not:

Africa is not as dark as advertised

There is an argument that Africa is still a dark continent, dragged down by poverty, war, illiteracy and lack of infrastructure. There are preconceived notions that Africans are only seeking development aid, that wild life walks the streets (that is, where there are streets to be walked on.)

While those problems do apply in too many instances, unfortunately, the other side of Africa is made up of a sophisticated community that needs and demands the same resources as first world citizens. Many governments are working hard to improve their economies and the getting people connected to the Internet (so they can access resources) is a large part of their development strategy.

As more people become connected to the Internet, there is a growing need for content that speaks to the target audiences business and socio-economic development goals. Information on improving farming processes, marketing craft products, basic health information and how to start and manage a business with little set up costs required would go down well.

Unfortunately, much of the current Internet content does not speak to African people and their needs, as it is mostly targeted at developed communities, not emerging markets. It also does not take into consideration the cultural perspectives of African people.

Large corporations see the opportunity

So why should you bother understanding this market? Despite some troubled bits of the continent, multinational telecommunications and IT corporations recognize Africa as a potential greenfields opportunity where they expect to make major profits in the near future.

To put action to their words, they have bid "ridiculous" amounts for telecoms licenses on the continent, and invested even more money buying into local operations so they are positioned to reap the benefits as the market grows.

They have set up offices, mostly in South Africa, with Nigeria and Kenya also serving as popular destinations for their operations. Despite the 419 scammers, Nigeria is popular due to its size and large population ( expected to grow to 160 million by 2011) and Kenya, which is very small but has as well connected IT infrastructure and an enabling regulatory environment.

All this translates into connected people, looking to buy information products that will help them improve their lives.

Unlike large brick and mortar corporations, content providers dont have to set up offices in these countries to be able to provide services to them. They also dont have to invest in infrastructure and send people to these exotic locales.

Language and payment issues

While learning a local language would add to your self-improvement exercises, its not really a requirement. Business is conducted in English or French in many of the countries, with a only a few using Portuguese as a medium of communication.

Payment for your products should also not be complicated, as most African economies do use the American dollar as a secondary currency. Buyers can pay by credit card or Paypal. Cellphone banking is also becoming increasingly popular, and seen as a way to enable rural-based people to perform transactions without leaving their locations.

Biography

Damaria Senne is a journalist and author based in Johannesburg, South Africa. She writes about the telecommunications industry in South Africa and Africa, including cellular, mobile and wireless technologies and messaging news and trends. She regularly interviews executives of multinational companies expanding their business into Africa, as well as government officials and regulators in the African communications market. Read her business related articles at www.itweb.co.za

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