With over 15 years of experience at giants like Uber, Ecobank, and TapTapSend, Marjorie SAINT-LOT, founder of Yarek Consultancy Group, has developed a unique method to transform African diversity into a competitive advantage. Here’s how to think like her.

The challenge: developing solutions adapted to African realities

The complexity of African markets lies in the radically different digital and financial practices from one country to another. Only 50% of Africans own a smartphone, and 4G coverage rates vary from 26% in Central Africa to 40% in South Africa. Many companies fail by applying standardized solutions without understanding the cultural, technological, and economic nuances of each territory.

The expert: A Pioneer in market intelligence

Marjorie did not enter technology innovation by chance. Her experience at Uber, where she helped create 15 business models in 5 days during Covid, taught her extreme agility. Her motto: “We know nothing, we learn all the time.” This humility, combined with her passion for African cultures, has made her a sought-after expert in digital and financial inclusion.

Her method: “Mastering cultural and economic codes”

• Socio-economic Analysis: “You need to understand GDP, inflation, but also the business environment – does it take 24 hours or 6 months to start a business?”
• Digital diagnosis: “Distinguish between mobile access (44% of the population) and actual usage (50% smartphones, 30% 4G).”
• Persona definition: “From ‘Maman Fanta’ (rural area, basic usage) to the ‘Suspendus’ (urban, ultra-connected), each persona has specific needs.”
• Cultural adaptation: “Understand rites, religions, and relationships with money to create solutions that resonate.”

The result: Solutions that transform

The application of this method has led to concrete successes in various sectors: successful deployment of services in several African countries, adaptation of business models to local specificities, development of inclusive fintech solutions. Proof that a tailored approach, based on field immersion and a deep understanding of markets, enables the creation of sustainable and transformative solutions.

From theory to action

Understanding Marjorie’s philosophy is just the beginning. In her exclusive case study “How Marjorie Designs Digital Products that Win Over Thousands of Users in Africa,” she reveals the behind-the-scenes of this success: usage mapping, collaboration with regulators, cultural adaptation.

• If you are ready to decode the complexity of African markets, access her case study on ENTOURAGE+.
• If you wish to personalize this method for your portfolio or project, book a session with Marjorie Saint Lot on Entourage for a tailored diagnostic.