A Guide to Expanding into New Markets

A good problem that growing businesses face is choosing a new market to expand into. Expanding operations internationally requires strategic planning and expertise. Based on our work helping numerous companies register and set up in new markets, here are 10 strategies we’ve seen work well for business expansion across the continent:

1. Partner with local firms

One of the safest ways to enter a new country is through a local partnership. Find an established player in your target market and form a joint venture, leveraging their local knowledge and relationships while bringing your own expertise. This approach de-risks entry while allowing you to test demand before fully committing resources.

2. Leverage trade agreements 

Regional trade agreements help catalyze expansion into growing markets. For instance, Africa has been making great strides in reducing barriers between countries through agreements like the African Continental Free Trade Area (AfCFTA). Understand which markets have the lowest tariffs for your goods or services based on the country’s trade deals. This can provide low-hanging fruit to begin international sales.

3. Expand through acquisitions 

Another pathway is acquiring existing operations in other nations. While requiring larger investments, acquisitions give you a ready-made customer base and team to build upon. Carefully evaluate target firms to ensure cultural fit and that their assets and talent will accelerate your plans.

4. Focus on regional clusters 

Rather than attempting to cover an entire region simultaneously, focus initial efforts within tight geographic clusters. For instance, in Africa, you can focus on clusters like the East African Community or West African Economic region. Regional familiarity reduces risks as customs, languages and business norms are more aligned than expanding randomly across the continent.

5. Provide tailored solutions 

Understand that customer needs vary significantly from country to country based on economic conditions, infrastructure and social factors. Don’t just replicate your home market offering – conduct research to adapt products or services specifically for the target population. A tailored value proposition will resonate more strongly.

6. Leverage diaspora networks 

Africa’s highly educated and globalized diaspora populations are a significantly underutilized resource. Engage closely with diaspora groups in priority countries to aid market entry through advisory councils, recruitment networks and pilot program advisors who understand issues from both cultural perspectives.

7. Test markets through exports 

Before establishing expensive foreign operations, start creating awareness and testing demand through direct exports or third-party distributors. Exports provide valuable insights into real customer preferences and willingness to purchase, helping refine your value proposition prior to direct investment.

8. Consider incentives 

Many nations offer tax holidays, expedited registrations and other incentives designed to attract foreign businesses. Ensure your expansion plans account for any grants, matching funds or priority services that host countries advertise to encourage investment. Incentives can significantly improve financial projections.

9. Start small, then scale deliberately 

Rather than attempting to establish a fully-fledged foreign subsidiary from day one, consider a phased approach with humble beginnings like a small sales office or pilot program. Gradually expanding operations based on proven results and learning is a lower risk than attempting to replicate your entire model overseas all at once.

10. Leverage continental organisations 

Entities like the African Development Bank and regional economic communities maintain networks, programs and expertise specifically focused on facilitating cross-border business and investment. Engage proactively with these organizations for guidance, funding opportunities, market intelligence and access to their promotional platforms.


We hope these 10 strategies provide a creative starting point as your firm considers plans for business expansion across the world. Norebase’s advisory services and registration support can help turn these ideas into reality – please reach out if you need assistance evaluating new markets or establishing compliant operations internationally. 

To register your business on Norebase, click here

To register a trademark on Norebase, click here

Leave a Reply