Proof of work
Real briefs.
Real markets.
Real insights.
Six sectors. Six markets. Each one surfaced something the founder hadn't seen — a hidden friction, a missed angle, a different audience entirely. Each one changed the direction.
Insight extract
“The friction wasn't the interface or the price. It was anxiety about payment reliability — something no generic strategy would have caught.”
↳ Agritech · Ethiopia / Rwanda / Zambia
A fintech startup in Kigali just launched a payment app for informal merchants. The market already has mobile money providers and established cash-based networks that merchants trust.
What the analysis revealed
The block wasn't the app — it was trust. Merchants here adopt tools their peers vouch for, not tools they see in ads. The plan shifted away from paid acquisition toward a peer referral program. Night and day difference.
An event ticketing platform with customers, but struggling to build a distinct identity. Regional competitors had gotten there first, and the market looked like it was already decided.
What the analysis revealed
Every competitor was fighting on price. Nobody owned 'cultural discovery.' The platform repositioned as the home of authentic local experiences — not a ticket machine. Scripts led with cultural pride, not discounts. The gap was real and it was available.
A contemporary fashion boutique selling online with a solid existing customer base — but average basket value was flat and buyers weren't coming back.
What the analysis revealed
The products were selling. The buyers weren't talking about them. The analysis found the missing lever: social status. The new scripts didn't promote — they created moments worth sharing, tied to cultural belonging rather than discounts. Revenue followed.
An edtech project still in ideation, targeting high school students in francophone West and Central Africa. The founder was torn between several entry angles and unsure which segment to lead with.
What the analysis revealed
The target was students. The real decision-maker was parents — worried about their child's professional future. The strategy flipped entirely: less gamification, more reassurance. A completely different audience, a completely different message.
A medical teleconsultation app trying to build credibility online. The challenge: in these markets, medical trust is built through physical relationships and community networks — not websites.
What the analysis revealed
Medical trust here doesn't come from a website or a Google ranking. It comes from people the community already trusts — a local health worker, a religious leader, a village chief. Content strategy was built around those people, not an algorithm.
A farmer-buyer matching platform with real traffic — but farmers were visiting and leaving without activating their accounts.
What the analysis revealed
Traffic but no signups. The problem wasn't the interface or the price — it was fear. Farmers had been burned by non-payment before. The scripts stopped selling features and started with one thing: proof that farmers get paid. Signups followed.
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