Start with one decision
A useful brief begins with the decision you need to make. ‘I want to do business in Africa’ is too broad to research. ‘I want to understand whether our packaging service could serve a defined customer group in Conakry’ gives the research a purpose. Name the product or service, the likely customer, your relevant capability and the country you are considering. Keep the first version to one page. You are preparing to learn, not trying to prove the idea is already right.
Separate evidence from assumptions
Create three columns: what you know, what you believe and what you still need to establish. Record where each piece of information came from and its date. An official country briefing, a potential customer’s comment and a supplier’s promotional claim answer different questions. If two sources disagree, preserve the disagreement and decide how to check it. A recent conversation may reveal a useful lead, but it does not automatically confirm a market-wide fact.
Make the first visit purposeful
Choose meetings that can answer the open questions. A customer interview might test demand; a distributor meeting might clarify coverage; a professional adviser can explain which current requirements need checking. Ask for appointments before building the itinerary. Leave time between meetings and record what each meeting actually established. Guinea and Sierra Leone can be compared using the country briefings on this site, but the choice should follow your objective rather than an assumption that neighbouring markets work identically.
A fictional packaging SME is considering Guinea and Sierra Leone. A friend offers an introduction in one market, but the team has not spoken with any potential customers in either country.
Use these prompts.
Work through a fictional example first. Keep confidential information out of shared learning discussions.
- 1. What product or service are we considering, and for whom?
- 2. What relevant capability can we demonstrate?
- 3. Which two or three criteria will decide the market choice?
- 4. What is confirmed, assumed or still unknown?
- 5. Which sources or meetings could resolve each unknown?
- 6. What is the smallest useful next step, its owner and its review date?
Reading & context
The explanations and worksheet are original Capital Africa material. Consult the following sources for their own guidance and current context.
Educational material. It does not replace legal, financial, tax or engineering advice, laboratory testing, or current guidance from relevant authorities. The scenario is fictional.