How is the market structured across the different countries?
The market is not different from any other developing country. After speaking with a lot of advertising agencies, multinationals and local entrepreneurs, I decided that there are three major groups in Africa, which I refer to in the book as Africa 1, Africa 2 and Africa 3. The terminology is actually taken from an Indian entrepreneur mentioned in the book. Africa 1 comprises between 5% and 15% of the population of each country. These people could be from anywhere in the world. They may be senior government officials, expats, people working for non-government organisations, people working for large, international banks. This segment was not as interesting to me as the others. The segment that really was interesting is what I call Africa 2. People in this segment are neither poor nor rich; this segment comprises average people living from month to month. They may have some savings. And you can guess that these people are civil servants – hardworking nurses, hardworking teachers and so on
