Visionary Reports

On August 24, 2025, entrepreneurs and economic experts gathered to celebrate the launch of Nenne Aberash’s new book, “LA QUALITÉ STRATÉGIQUE” (The Strategic Quality). The event featured a conference on “Distribution & Quality Strategies to Conquer Intra-African Markets,” highlighting the importance of quality in business success.

However,Franklin Mbatchou, CEO of Afriqual Group, emphasized that quality is a key lever for international trade. He outlined three essential steps for businesses looking to sell their products abroad: Understand the specific regulations of the country you want to sell in, Verify that your products meet all legal and regulatory requirements, Implement a system for managing non-conforming products based on customer feedback.Mbatchou also identified three common obstacles that hinder entrepreneurs’ success: Many entrepreneurs enter business to escape unemployment rather than to solve an identified problem. This leads to a lack of proper research and understanding of their product and the market,Some entrepreneurs struggle with documentation, failing to properly record and conserve their processes. Mbatchou advised them to learn to document everything to ensure the integrity of their business,Many businesses lack a strategic action plan. He urged young entrepreneurs to define a clear five-year plan, broken down into manageable quarterly goals, and to focus on key functions like legal compliance, production, e-commerce, and human resources.

Meanwhile,Nenne Aberash explained that “LA QUALITÉ STRATÉGIQUE” focuses on two core concepts: quality and strategy. She stressed that to be competitive, companies need to implement not just commercial and distribution strategies, but a dedicated quality strategy as well. This involves respecting regulations and norms, which she says are essential for entering supermarkets and conquering international markets.Aberash highlighted two key problems her book addresses: The book breaks down complex terms related to regulations, standards, and certifications, making them accessible to a wider audience,The book tackles the issue of trust in African products. Aberash believes that a lack of trust from both local and foreign consumers stems from non-compliance with standards and unattractive packaging. The book provides guidance on how to create a product that is both compliant with regulations and visually appealing to the consumer.

By Henry Wana