"When You Settle in a Country, You Become Its Partner." Hela Grar on the Key to Success in Africa
For Hela Grar, succeeding in Africa goes beyond selling a product; it's about building a winning partnership. With 20 years of experience in business development, she has traveled to 22 countries to support companies in their expansion.
During a webinar organized by Managers on March 14, 2025, she emphasized the importance of strategic alliances to access African markets. According to her, Africa is experiencing rapid growth, with emerging hubs in Senegal, Côte d'Ivoire, and Benin.
Hela Grar stresses the need to carefully select partners: "You should recruit your partner like you recruit a collaborator." Each country has its cultural and economic specificities, which influence the way business is done. Moreover, sales cycles are long, as expenses in Africa are often medium- and long-term investments.
Simplify and Adapt Your Offer
For Tunisian IT companies looking to export, it is essential to adapt their offer to local needs. "Not all clients need complex solutions. You should propose more accessible and less costly offers," explains Grar. This approach, called frugal innovation, allows you to reach a broader market.
By working with a local partner, the company can also ensure a transfer of skills, creating a mutually beneficial relationship. Governments and administrations also play a key role in facilitating access to markets and providing regulatory information.
A Long-Term Strategy
According to Hela Grar, three essential elements are necessary for a company to succeed in Africa:
- Work on the long term by building solid relationships.
- Select a strategic partner who brings a network and complementarity.
- Adapt your offer to local realities.
By following these principles, companies can establish a strong presence in Africa and reap the benefits of this rapidly growing market.
