Africa strategy requires diversification

Diversification is important whether you’re investing in Africa or building a modern brand.

By Leon Louw founder of WhyAfrica and Endorphin Expeditions

The old saying “don’t put all your eggs in one basket” is one of the simplest lessons in business and investing.

It is also relevant when building a brand across various platforms.

In Africa markets are hard to crack and changes rapidly. Relying on only one commodity, one country or one platform creates unnecessary risk.

A mining company focused on only one commodity, for example, is exposed when prices fall or demand weakens.

The same applies to countries. Political changes, logistical problems, currency weakness or policy uncertainty can hamper any opportunity.

Same lessons when building a brand

The same lesson applies to building a brand. Many businesses and content creators depend too heavily on one social media platform like LinkedIn.

When the algorithms suddenly change (as happened on LinkedIn recently), or audiences move on, a company’s visibility can disappear very quickly.

Strong brands spread their presence across websites, newsletters, podcasts, video platforms and multiple social media channels.

WhyAfrica’s growth continues

Although WhyAfrica has a very strong presence on Linkedin and continues growing exponentially (despite new Linkedin rules and algorithms), our strongest growth and interaction over the last few months have been on Facebook, where we are nearing the 30,000-follower mark.

We also have a strong presence on YouTube, X, BlueSky and Instagram. In addition, WhyAfrica produces printed and digital magazines, newsletters and research reports.

Nevertheless, WhyAfrica’s annual Road Trips, business tours and investor expeditions across Africa, where we have an on the ground presence, and our membership benefits, remain our strongest products.

Exploring opportunities in Africa

We are currently on the ground, exploring the far south of KwaZulu Natal in South Africa, where we unearthed many treasures, including some crocodile eggs, ironically in one basket.

But as you can see, some of those eggs have already been cracked.

Crocodile eggs are covered by a thick shell of calcium carbonate and is particularly hard to crack.

If you have all your eggs on one basket or if you are struggling to crack the Africa code, give WhyAfrica a call.

Africa strategy requires diversification