Snapshot Box:
- Client: Coolair Systems
- Sector: HVAC Equipment Manufacturer (Commercial AC & Cold Room Systems)
- Target Market: Kenya & Tanzania
- Service Used: Distributor & Partner Development + Market Entry & Expansion
- Headline Result: 2 distributors signed; 15 qualified opportunities in first 90 days
- Timeline: 14 weeks
The Challenge for
Coolair Systems
The client had no African presence but wanted to enter East Africa. They had received inbound interest from two Nairobi-based companies claiming to be “HVAC distributors.” However, the client had no framework for evaluating whether these were genuine field sales operations or just order-takers with a shopfront. They needed structured market entry, not opportunistic entry.
What We Did:
Understand
Compared Kenya and Tanzania market entry viability using infrastructure spend, import duty structures, and competitive intensity. Kenya scored higher for speed-to-market.
Validate
Expanded the distributor search beyond the two inbound inquiries. Sourced 11 additional candidates through industry networks, trade show exhibitor lists, and refrigeration contractor associations.
Connect
Ran a structured vetting process including company registration verification, site visits, reference customer interviews, and field sales capability assessment (number of sales staff, territory coverage, lead tracking methods).
Execute
Negotiated a trial order structure and 6-month performance review clause with the two selected distributors.
The Data
- 13
- Distributors Screened
- 5
- Shortlisted
- 2
- Signed
Vetting elimination: 4 candidates eliminated for having no field sales staff (order-takers only); 2 eliminated for representing competing HVAC brands with exclusive agreements. First 90 days post-signing: Distributor 1 (Kenya) generated 9 qualified opportunities; Distributor 2 (Tanzania) generated 6. Both distributors required Factory 23 setup and training before consistent lead logging began (weeks 3–4).
The Outcome:
Coolair Systems entered Kenya and Tanzania with a staged distribution model: trial order quantities with a 6-month performance review before full container commitments. Both distributors are now operating with Factory 23 for pipeline visibility. The client has clear data on field activity for the first time in any African market.