Successful Emerging Markets Startups Solve Emerging Markets Problems

  • Get the data where you can. I know this isn’t always easy to do in opaque, emerging markets, but it’s crucial to collect as much as possible and extrapolate where necessary.
  • Compare to benchmarks you already have in mind (so not to be misled by the deceptive early adopter growth I mentioned earlier).
  • Consult with a broad swath of consumers, not just those who think or live like you.




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