Distribution Trumps Innovation: How to Win in Emerging Markets
Why great products stall in emerging markets without trusted distribution, and how partners such as telcos already hold the customers’ trust.
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InsightsWriting on emerging-market entry.
2ndBase helps venture-backed companies enter Africa, Southeast Asia and the Middle East. Founder André de Wet writes about the decisions behind that work: distribution, local commerce, and building where imported playbooks fail. Each essay lives in full on his profile; this page is the index.
The Audience You Already Own
How a telco, bank or MVNO turns idle reach into a local commerce funnel — and why most attempts get the order wrong.
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The Firm of One
Why Africa’s next hundred million businesses will skip the Western company playbook, and how AI lets a single operator punch above their weight.
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Subscription: It Just Arrives
How subscription commerce turns repeat shopping into something that simply arrives, and gives online retailers predictable monthly revenue.
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The New Direct Report: How AI Is Changing Management
Why briefing is the master skill of the AI age, judgment is the new bottleneck, and the firm itself is being redrawn.
Read on andredewet.com →The canonical versions of these essays are on andredewet.com/articles, written by André de Wet, founder of 2ndBase. If you are weighing a market entry, start with a conversation.