Snapshot Box:
- Client: CmpPower
- Sector: Compact Industrial Equipment Manufacturer
- Target Market: Ghana (selected over Nigeria)
- Service Used: Market Entry & Expansion
- Headline Result: Distributor signed in 5 months; first order within 60 days of agreement
- Timeline: 5 months
The Challenge for
CmpPower
CmpPower wanted to enter West Africa but was paralysed by the choice between Nigeria (large market, high complexity) and Ghana (smaller market, reportedly easier). They had no African operating experience and were receiving conflicting advice. They needed a structured comparison, not anecdotes.
What We Did:
Understand
Built a market entry scorecard comparing Nigeria and Ghana across 8 criteria: import duty structure, ease of company registration, distributor availability, infrastructure quality, currency stability, competitive intensity, addressable customer universe size, and time-to-first-revenue estimate.
Validate
Conducted 14 distributor interviews across both markets. Assessed field sales capability, existing brand portfolios, and willingness to commit to a trial structure.
Connect
Selected Ghana as the recommended entry market based on faster time-to-revenue, a simpler import process, lower distributor conflict risk, and existing distributor candidates with strong technical sales teams.
Execute
Negotiated a staged exclusivity agreement: 12-month exclusive territory rights in Ghana, contingent on minimum quarterly order volumes and monthly pipeline reporting via Factory 23.
The Data
- 23
- Customer Visits
- 11
- Qualified Opportunities
- 3
- Closed Orders
Scorecard outcome: Ghana ranked higher on 5 of 8 criteria (time-to-revenue, import simplicity, distributor quality, currency stability, ease of registration); Nigeria ranked higher on market size and long-term ceiling. Distributor candidates: 8 interviewed across both markets → 3 shortlisted in Ghana → 1 signed. First order placed 60 days after signing: a ₵180,000 initial order for demonstration units and trial inventory. Visits, opportunities, and orders above cover the first 90 days.
The Outcome:
CmpPower entered Ghana with a low-risk, verifiable structure: staged exclusivity, trial order quantities, and mandatory pipeline reporting. They now have an operating base in West Africa with data on actual field activity and sales performance. Nigeria remains on the 18-month roadmap, with the Ghana operation serving as the regional proof point.