The problem: many tools weren't built for here
A lot of business software assumes steady internet, card payments and customers sitting at desktops. In many emerging markets, business happens on mobile phones, through WhatsApp, with bank transfers and local payment options.
What good technology needs to get right
Mobile first: it has to work well on a phone, including lower-cost devices.
Local payments and messaging: it should fit how customers already pay and talk to businesses.
Light on data: pages and apps should still work when the connection is weak.
Simple to use: teams should be able to start without long training.
Why it's an opportunity
Many businesses are going digital for the first time, so they can skip outdated tools and start with ones that fit how they work today.
How we approach it
We start from local problems, not foreign templates. Products we're building, like Nigeria Automation Hub and Faunitra, aim to bring payments, messaging and everyday records together for businesses and farmers in the region. Both are still in development.
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