From market testing to 5,000 contractors and 2,150 renters in six months.
Entering a new market is one challenge. Building a functioning business in that market is another. When a South African construction company developed a digital platform connecting construction contractors with equipment providers, it wanted to understand where the concept had the strongest potential before committing to a full market launch.
P23 Africa helped test the opportunity across Ghana, Nigeria and Botswana. Ghana emerged as the strongest market. From there, we turned the opportunity into an operating business.
First, we tested the markets: Which market should we enter?
The client had developed a platform with the potential to transform how construction contractors access equipment. But before investing heavily in launching across Africa, there was an important question to answer:
P23 helped test demand across three dynamic target corridors: Ghana | Nigeria | Botswana.
Rather than relying on assumptions about which market looked most attractive, we tested the proposition directly with the market. We engaged potential users, equipment providers and evaluated the commercial response to the platform. Ghana emerged as the strongest initial potential, giving the client a clear, data-driven basis for deciding where to focus its capital and talent.
Then we helped build the business: From validation to launch
Once Ghana had been identified as the priority market, the work shifted from “Is there an opportunity?” to “How do we build it?” P23 worked with local partners to establish the operation and support the client through early-stage launch:
The objective wasn’t simply to launch a website. It was to build a functioning, liquid marketplace.
Building both sides of the marketplace
Vendors and contractors had to grow together. A platform like this only works when there is active liquidity on both sides: contractors need access to machinery, while equipment owners need contractors ready to rent.
That meant P23’s market development activity had to operate simultaneously across both audiences. Our prospecting and tracking software provided live visibility over activity:
2,000+ vendors. 5,000+ contractors. 2,150+ renters.
Equipment Vendors
Equipment providers joined the platform, significantly expanding the catalog and availability of heavy machinery for contractors.
Contractors Onboarded
The platform built a substantial, highly engaged community of contractors looking for reliable access to equipment.
Active Renters
Critically, the platform was not simply collecting empty logins: over 2,150 contractors completed paid rentals, demonstrating meaningful commercial traction.
We didn’t stop at launch: Continuous market optimisation
A successful market launch isn’t a fixed plan. The market tells you what is working, and what isn’t. As the business developed, P23 continued to monitor activity and performance, identifying where the strongest opportunities were emerging.
We continually refined who was targeted, which messages resonated, where sales teams concentrated, and which commercial partnerships unlocked higher deal value.
Strengthening the proposition through partnerships
As the platform developed, P23 facilitated strategic partnerships that improved customer confidence. One example was the development of integrated insurance partnerships.
This gave equipment owners and renting contractors peace of mind with broader damage and loss protection, turning equipment hire from a high-friction risk into a trusted digital transaction.
What P23 actually did
This project demonstrates that market entry doesn’t have to stop at research. P23 supported the client across the entire commercial lifecycle:
Market Validation
Tested Ghana, Nigeria and Botswana to identify where proposition had strongest potential.
Local Market Setup
Worked with local partners to establish compliant in-country operation.
Team Development
Recruited and trained the ground sales & operations team.
Go-to-Market Campaigns
Developed and executed online and offline acquisition funnels.
Active Prospecting
Identified and prioritised high-volume contractors and equipment yards.
Operational Visibility
Deployed P23 tracking software to maintain transparency over activities.
Strategic Partnerships
Facilitated equipment insurance partnerships to build trust.
Market Optimisation
Used live performance data to continually focus resources on winning channels.
From market testing to market growth. This is the P23 approach.
Understand. Validate. Connect. Execute. Entering a market is only the beginning. Building a functioning, profitable business there is the real objective.