EU Market Entry Consulting for African SMEs

  • Are you an African SME or startup with high-quality products ready to expand beyond Africa?
  • Is your company thriving in the African market but facing challenges in navigating the complexities of the European Union (EU) market?

    Look no further! Our Market Readiness Program could be the right fit for you to confidently enter the EU and reach new customers.

Target of the market readiness program

Our program is designed specifically for African businesses like yours, aiming to qualify you for direct entry into the lucrative EU market. With a focus on consumer goods, including food, accessories, clothing, and cosmetics, we provide a curated online shop that serves as a direct distribution channel to EU customers.

About Manuyoo

Manuyoo is an Impact Business, utilizing economic activities to achieve sustainable change. Our goal is to empower our African partner companies to grow independently in the EU market, whether through their own distribution channels or major retail chains.

Since 2020, we have been trading partners with African SMEs from more than 10 countries and over 35 partner companies, including brands like ENDA (running shoes, Kenya), Afrikoa (Bean-to-Bar chocolate, South Africa), Kaeme (cosmetics, Ghana), AXI Lwanda (Gin, Angola). Our European customers rely on fast delivery, quality to EU standards, and a careful product selection. Our endeavor is to enable our partners to grow independently in the EU market, whether through their own distribution channels or major retail chains.

Your Benefits from the Market Readiness Program

The EU is a highly attractive market for your company, especially the German-speaking region with over 80 million affluent consumers. In addition to the sales potential, having your products available in the EU is a crucial milestone in your company's growth story. It demonstrates that your products are globally competitive and meet international standards.

Contents of the Market Readiness Program

To successfully sell to EU customers, various individual steps are necessary. The specific steps depend on various factors: product and company maturity, the type of product, and experience in international business. Our service contents are tailored to the needs of our African partner companies and can be delivered through in-person training or direct consultation, covering the following:

  • Identifying and understanding customers/personas in the EU
  • Market research
  • Brand & branding support
  • EU regulations compliance
  • Benchmarking, product costs & pricing strategy
  • Logistics and customs clearance
  • Trademarks and IP protection
  • Identifying distribution partners and matchmaking
  • Market exploration trip to Germany
  • Marketing materials
  • Finding distribution partnerships

Your first step toward EU market entry

We conduct an analysis of your company, and together we evaluate whether you are optimally positioned for a direct entry into the EU. Following this, we create an individual qualification and training plan to establish you and your product successfully in the EU market.

Success Stories

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Do you have any questions or need an individual offer? Feel free to contact us directly!