Emerging markets, and Africa in particular, offer unparalleled opportunities for business growth. Yet, volatility, underdeveloped regulatory frameworks, and financing gaps present significant barriers. Smart advisory—integrating financial, legal, and strategic expertise—helps companies navigate complexity, attract investment, and build resilience.
This report presents five anonymized case studies across Africa and other emerging markets, highlighting how advisory interventions have transformed businesses in manufacturing, fintech, retail, agritech, and health-tech. Each case underscores a critical insight: advisory is not a cost but a multiplier of business value.
The role of advisory in emerging markets
Key market challenges
- Limited access to affordable financing.
- Complex and fast-evolving regulatory environments.
- Weak governance structures in family-owned or founder-led businesses.
- Operational inefficiencies and digital gaps.
- Risks associated with cross-border expansion.
Advisory impact framework
| Area of advisory | Typical challenge | Advisory intervention | Business impact |
|---|---|---|---|
| Financial | Lack of investor readiness | Financial restructuring, capital access strategy | Funding secured, growth enabled |
| Legal | Regulatory hurdles | Compliance, licensing, governance | Avoid penalties, unlock partnerships |
| Business | Inefficiency, outdated models | Digital transformation, succession planning | Efficiency gains, long-term sustainability |
Case study 1: Unlocking capital for a mid-sized manufacturer in West Africa
Challenge:
A Ghanaian consumer goods manufacturer struggled to secure working capital despite strong demand, due to weak financial reporting and inadequate collateral.
Advisory intervention
- Introduced IFRS-aligned reporting.
- Implemented cash flow forecasting.
- Facilitated access to Development Finance Institutions (DFIs).
Outcome:
Secured a $5 million credit facility and expanded production by 40 %
Advisory insight:
Investment readiness is critical. Advisory services often act as a bridge between local SMEs and global capital providers.
Case study 2: Regulatory navigation for a Kenyan fintech
Challenge:
A digital lending startup faced closure after new Central Bank of Kenya regulations mandated stronger KYC and consumer protection.
Advisory intervention
- Conducted compliance audit.
- Drafted new governance policies.
- Prepared licensing submissions.
Outcome:
Company secured regulatory approval, partnered with a telecom operator, and scaled to 1 million+ users
Advisory insight:
Proactive regulatory compliance is not optional—it is a competitive advantage.
Case study 3: Transforming a family-owned retail chain in Egypt
Challenge:
A long-established retailer was losing market share to digital-first entrants.
Advisory intervention
- Digitized supply chain management.
- Introduced succession planning and governance reforms.
- Negotiated a logistics partnership.
Outcome:
Revenues grew 50 % in three years; online retail arm successfully launched.
Advisory insight:
Governance and digital transformation must evolve together to ensure resilience in competitive markets.
Case study 4: Cross-border expansion in Southern Africa
Challenge:
A South African agritech firm sought to expand into Zambia and Mozambique but faced licensing, tax, and partnership challenges.
Advisory intervention
- Mapped regulatory frameworks and secured approvals.
- Optimized tax and transfer pricing structures.
- Structured joint ventures with local distributors
Outcome:
Successful entry into two markets within 18 months.
Advisory insight:
Cross-border growth requires advisory expertise to align legal, financial, and cultural dynamics.
Case study 5: Capital raising for a Nigerian health-tech startup
Challenge:
A telemedicine provider needed venture funding but lacked investment-ready structures.
Advisory intervention
- Drafted shareholder agreements and IP protection.
- Built five-year financial model.
- Trained founders on investor pitching.
Outcome:
Raised $8 million Series A and expanded regionally.
Advisory insight:
Structuring governance and IP protections early enables startups to attract international investors.
Cross-case analysis
Key themes across all cases:
Financial structuring
Essential for accessing capital.
Regulatory Compliance
A precondition for survival and credibility.
Governance
Particularly critical for family businesses and startups.
Digital transformation
Drives competitiveness across industries.
Regional expansion
Advisory mitigates risks inherent in cross-border growth.
Recommendations for businesses in emerging markets
Prioritize governance early
Formalize ownership, management, and compliance structures.
Invest in investor readiness
Transparent reporting and financial discipline are vital.
Embed regulatory agility
Monitor and adapt to evolving laws proactively.
Adopt digital tools
From supply chains to payments, digital readiness determines market survival.
Seek cross-border advisory
Expansion requires localized legal and financial expertise.
Conclusion
Africa and other emerging markets are entering a defining decade. Companies that leverage smart advisory services are not only surviving but thriving—accessing capital, expanding across borders, and achieving long-term resilience.
At Velex Advisory, we believe transformation begins with clarity. By combining financial discipline, legal compliance, and business strategy, advisory is not just a support function but a strategic catalyst for growth in emerging markets.
