Sub-saharan Africa is not just South Africa, Nigeria & Kenya

I just came from a trip to New York where I met some of the smartest minds in the world. During our conversation, they ask me where I’m from. I said Ivory Coast, Côte d’Ivoire (if you’re from Ivory Coast and frequently meet folks from Western countries - you know what I am talking about lol). 

Niet, they were all looking at me like I was a stranger. Then one of them said oh yeah Sub-Saharan Africa. Even though he wasn’t right, it’s okay at least he didn’t candidly say: Oh you’re from Nigeria because that would have been worse. There is no offence against Nigeria. We’re neighbors plus we beat them during the last AFCON. 

We continue the conversation and I ask them so guys, what do you know about Sub-Saharan Africa? 

• We're currently really big in Sub-Saharan Africa. We have offices and a strong presence in all the markets. 

All the markets?  Okay, Tell me more… 

• We’re present in Nigeria, South Africa, Kenya & Ghana. 

I see. That’s all? What about other fast-growing Sub-Saharan African countries like Ivory Coast, Senegal, Congo RDC or Rwanda? 

• Well man, Nigeria only has a bigger GDP than all the Francophone African countries combined. 

First, that wasn’t true but it’s okay. We continued the conversation and I realised how lost and limited they were in terms of understanding of the Francophone African countries' unique dynamics and cultural differences. 

So here is my message: 

Dear western Small & Big Entrepreneurs,

Sub-Saharan Africa is not Nigeria, South Africa, Kenya or Ghana. Sub-Saharan Africa counts for more than 46 countries. Among those 46 countries, 18 are francophones with over 320+ million people. Stop playing with words. Stop looking down at our countries' GDP. Stop being arrogant. 

Assume the fact that you’ve failed to penetrate those markets. Be humble and partner with stakeholders who understand the dynamics and cultural differences in each Francophone African country and let’s win together.