Global Expansion—Taking Your Start-up Business from Local to Global

Ladies and gentlemen!

It’s a true honour to stand before you at this H-Summit 2025. I want to express my gratitude to Pastor Professor Ayobami Salami and the organising team for this fantastic opportunity.

Today, we're discussing a topic that’s not just relevant but highly transformative: global expansion—taking your start-up business from local to global.

Jumia as an Inspiration

I like to start by sharing the inspiring story of Jumia, often referred to as the “Amazon of Africa.” Founded in 2012 in Nigeria, Jumia started as a small online marketplace aimed at connecting local businesses with customers. At the time, online shopping was a novel concept in many parts of Africa, and many were sceptical about the idea of its wide acceptability in Nigeria and, by extension, Africa. Despite initial hurdles—like limited internet penetration, the conservative mindset of the target market, spates of fraudulent assumptions, and logistical challenges, among many others—Jumia’s founders (Jeremy Hodara and Sacha Poignonnec, along with Tunde Kehinde and Raphael Kofi Afaedor) believed in the potential of their e-commerce idea.

They embraced their mission, innovating to overcome barriers. They offered cash-on-delivery to build trust and even partnered with local merchants to source products, understanding that grassroots engagement was essential for their success. Fast forward a few years, Jumia expanded into 14 African countries, offering not just goods but logistics and payment services as well.

Seven (7) years later, in 2019, Jumia became the first African tech company to be listed on the New York Stock Exchange.

Their journey is a powerful example of how a local start-up can resonate globally by overcoming barriers, understanding their market, adapting to challenges, and remaining committed to their vision regardless of potential and daring setbacks.

Ten (10) Strategies for Global Expansion

Drawing from Jumia’s experience, let me share ten actionable insights to help you take your start-up from local enterprise to global Fortune 500:

1. Market Research is Essential: Do Your Due Diligence

• Why it matters: Understanding your target market is key to success. Each region has unique cultural tendencies that affect buying and patronage behaviour.


• Actionable steps: Conduct deep surveys and engage local focus groups to gather insights. Tools like Google Trends, Google Keyword Planner, and PeopleAlsoAsk can show you what consumers are searching for, helping you tailor your approach to each target location. Do not assume what works in Nigeria would work in India.

2. Create a Strong Online Presence: Not Just Social Media

• Why it matters: Your online presence is your first point of contact for potential customers. A trusted and professional image is vital.


• Actionable steps: Invest in a user-friendly website optimised for mobile usage. Create engaging and SEO-rich content per page. Maximise off-page SEO. Utilise social media platforms to showcase your offerings and connect with customers. Leverage automation and scheduling tools like Buffer for handling multiple social media handles.

3. Build Strategic Partnerships: Collaboration is Key

• Why it matters: Collaborating with local businesses can provide invaluable insights and resources for expansion.


• Actionable Steps: Make connections at industry gatherings and stakeholders' fora. Look for partnerships with influencers and establishments that align with your principles. These partnerships can enhance your credibility and target reach at little to no extra expenditure.

4. Utilize E-commerce Platforms: Dropshipping Can Also Be a Way Out

• Why it matters: E-commerce platforms simplify export processes, ease delivery, and open doors to international customers.


• Actionable steps: Register on platforms like Jumia, Amazon, or eBay, and ensure your product listings are appealing with high-quality images and detailed descriptions. Consider localised marketing strategies and online directories to target specific regions. Look into the possibility of dropshipping as the case may warrant.

5. Understand Legal and Tax Implications: Don't Fall Victim of Ignorance

• Why it matters: Navigating the legal landscape is crucial to avoid fines or compliance issues.


• Actionable steps: Have a personal and business attorney. Consult with local legal experts to grasp the regulations in your target markets. Register your company readily for scalability. Understand investment terms, strategies, loopholes, pitfalls, and be bold to do the right things always. Understanding tariffs and consumer protection laws will also save you from costly mistakes that could either hinder your expansion or destroy your brand reputation.

6. Adapt Your Marketing Strategy: Don't Be Rigid

• Why it matters:  A generic approach often fails. Tailored marketing resonates more.


• Actionable steps: Use local languages and cultural references in your marketing efforts. One strategy may not be appropriate for all regions. Run targeted campaigns that speak directly to the interests and needs of your demographic in different regions. Identify and utilise the platforms that are widely accepted in your target region and by the targeted audience, using the content types that would get their attention the most.

7. Focus on Quality Supply Chains: For Product-Dealing Businesses

• Why it matters: A strong supply chain ensures timely deliveries and customer satisfaction.


• Actionable steps: Develop relationships with reliable logistics partners experienced in international shipping. One of these is DHL, and another reliable agency logistic brand is Terminal Africa. Monitor your supply chain to adapt to fluctuations in demand or availability.

8. Leverage Technology and Data Analytics: Assumptions Kill

• Why it matters: Decisions that are data-driven improve efficiency, productivity, and customer satisfaction.


• Actionable steps: Do not just assume that your idea and modus operandi would work. Leverage technology tools for research. Utilise analytics tools like Google Keyword Planner, PeopleAlsoAsk, AlsoAsk, and other SEO tools. Use them to track customer behaviour and targeted audiences'/customers' online activities. Leverage CRM systems to tailor communications and understand customer preferences over time.

9. Build a Resilient Team: Embrace the Necessity of Change

• Why it matters: Your growth can be fuelled by a talented, unwavering, and diverse workforce.


• Actionable steps: Hire people with international experience and global orientation. Do not embrace people with limited vision and lack of belief in your dreams. You may have to let them go at some point in time. Encourage a culture of open communication and idea sharing. Attend and invest in trainings that enhance skills in cross-cultural interactions; you might as well meet your next business partner out there.

10. Embrace Continuous Learning: Learn, Unlearn, and Relearn!

• Why it matters: The world is constantly changing. Staying informed and keeping up with the changes in time is crucial.


• Takeaways: Have trustworthy mentors who are willing to walk you through the early days and later periods of expansion for global scaling. Your mentors for each stage of your growth may have to change as the case may warrant. Attend industry conferences, seminars, fora, and workshops to network and pick up tips from others. Read books, memoirs, and biographies. Your company can benefit from both successes and failures if it has feedback mechanisms in place. Do this; it is a worthwhile investment.

The journey of global expansion is challenging, but it’s filled with opportunities for growth. Just like Jumia, trust your vision and adapt as necessary. The challenges you face can become stepping stones to your success. Share your stories and learn from one another; we’re all in this together.

Conclusion

Friends, we can become a transgenerational business tycoon and an inspiration to many others if we dedicate ourselves to having big dreams and taking concrete steps towards international expansion. Your efforts could have a significant impact outside of your immediate neighbourhood. Let us work together to create profitable companies that motivate the upcoming generation of business owners.

Thank you, and I look forward to further progressive conversations even after today!

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