Why Africa is different
In Africa, relationships are the currency.
Most market entries into Africa fail for two reasons: too little understanding of the market, and too few relationships in it.
Save yourself the years and the cost of building relationships I already have, as an African, in Africa.
Specification, distributor appointments and project approvals take many months, often years. Commission-only arrangements leave that work unfunded and produce introductions, not market positions. I run a structured, funded programme with clear milestones instead.
Africa market entry for manufacturers
Your complete commercial representation in Africa, the last business frontier.
I open and grow African markets for manufacturers of agricultural, industrial, mining and construction products. I assess where you can win, appoint the right distributors and represent you on the ground.
- 20+ yearsselling capital goods across Africa
- 20 of 49African markets worked in
- Schindler · Hilti · KONEwhere I built that experience
Why Africa, why now
The fastest-growing market of the next 25 years.
- 1.5 bn → 2.5 bnpeople in Africa today, and by 2050
- 1 in 3young people in the world will be African by 2050
- US$3.4 trncombined GDP of the African Continental Free Trade Area, 55 countries
- 52%of jobs in sub-Saharan Africa are in agriculture
Agriculture is the backbone of the continent. Sub-Saharan Africa imports about US$65 billion of food a year. Every tractor, irrigation system, storage silo and processing line that helps produce that food locally is a market for manufacturers.
Sources: UN World Population Prospects 2024; World Bank; FAO Food Outlook 2025.
How I work
Three steps, from first look to market position.
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Market assessment
Where you can realistically win in South Africa and selected African markets, judged on ease of doing business, political and economic stability, sector, product line and competitor position.
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Route to market
Identifying, qualifying and appointing distributors. Opening doors top-down to government departments and chambers of commerce, and bottom-up to end users, EPC and MEP contractors.
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In-market representation
Ongoing business development, project tracking and commercial follow-through on your behalf.
How we engage
A monthly retainer and a success fee.
The retainer funds the market development work. The success fee rewards the business we close. Territory, scope and performance milestones are agreed in writing before we start.
A cost, not a headcount
- No salary, benefits or payroll tax
- No recruitment, severance or ramp-up time
- Twenty years of in-market experience from day one
Who I work with
Manufacturers from Europe, Asia and North America.
Small and mid-sized manufacturers who want results in Africa without a Big Four budget.
Other sectors are possible where the market and the fit are right. Ask me directly.
About me
Nico Heymans
Founder & Director · George, South Africa"I don't sell decks. I cross the river with you and stay until your people can hold the ground."
| Years | Where I built the experience |
|---|---|
| 2019–2024 | KONEMore than doubled revenue across nine African markets |
| 2014–2019 | HiltiTop Club Award of Merit, 2016 |
| 2004–2014 | SchindlerBotswana and Mozambique |
| Since 2026 | Bridgehead AfricaIndependent market entry and representation |
The method travels. I have sold lifts, fixing systems and building technology across Africa, each with its own equipment to master. The route to market is the same for every product: understand the market, appoint the right distributors, build the relationships and follow through.
Languages: English, Afrikaans, Dutch.
Next step
Tell me which market you want to enter.
Send me three things and I will reply within 48 hours:
- Your product range
- Your priority markets and sectors
- Any presence you already have in Africa
- linkedin.com/in/nico-heymans
- Office
- George, Western Cape, South Africa
- Response
- Within 48 hours (CAT, UTC+2)