Our Unique Business Approach
Working profitably together with African-based entrepreneurs on an equal footing and creating social impact is a unique.
Supporting made-in-Africa entrepreneurs as a profit with a purpose enterprise rather than as an NGO is also unique. There is indeed an emergence of businesses with purpose that aim to facilitate communities to access markets outside their local and regional ones. These focus on fairer trade of commodities that African producers have a comparative advantage in but due to the nature of the global trading system still struggle to trade fairly. The focus for these businesses is the Fair-Trade commodities market. There are also businesses and organisations that seek to support communities that focus on value creation in Africa. Often these efforts are also structured in such a way as to have the foreign business or NGO involved in the production and set up of the facilities in the African country. These efforts must indeed be applauded as they fill gaps or quirks of the global value chain that would otherwise cripple efforts by African communities to access foreign markets.
As Manuyoo we are however different from these initiatives. Manuyoo seeks to let African producers be the experts on for their specific products. They know their own context best, they develop the business idea, the business model, and the final products themselves. They bring the products to the local market themselves. This organic approach is important to ensure that the most viable business ideas and products are selected.
At Manuyoo, we position ourselves as the partner that operates on an equal footing with our African entrepreneurs. We keep our focus on market intelligence, logistics and access to a foreign market, whilst our Africa/based partners determine the specificities of their products. Manuyoo assists with testing for EU compliance when necessary and shares market and regulatory information with the partner. This creates a virtuous loop where the business idea generation, the products, the sourcing, the production methods etc. is determined by the Africa-based entrepreneur without the unnecessary intervention from non-local players. The challenges in accessing the European Market are then undertaken by Manuyoo which communicates closely with the African partner regarding standards, certification, and the market expectations. Manuyoo does not engage in white labelling. We let the people behind the brands shine.
It is this unique business model that lets the African partners be the experts at what they do and to work with them on an equal footing whilst building a business focussing on market access in Europe.