
How to tap the potential of secondary cities: a Kenyan example
Ben Leo, CEO Fraym
Consumer-focused companies in Africa typically limit their focus to a handful of national capitals or major cities.
This approach is understandable, given that these urban centers are dynamic economic and population hubs. Outside of these first-tier cities, actionable information becomes scarcer – and yet there are significant opportunities, particularly for companies looking to claim first-mover advantage for their specific product or service.
Rural markets should never be overlooked for this reason, but there is another critical opportunity: the fast-growing consumer potential of Africa’s secondary cities. What defines a secondary city varies by study but a good ballpark description is a city with a population that is 10 to 50% of the nation’s biggest city – often