Across London, Dubai and Lagos, the organisations winning new markets have stopped choosing between the strategist, the technologist and the financier. They are putting all three in the same room, and the results are remarkable.
There was a time when strategy lived in the boardroom, technology lived in the basement, and finance lived somewhere between the two, politely declining every idea that arrived without a spreadsheet. That arrangement has quietly expired. In today’s economy, the organisations that thrive are those that have stopped treating these disciplines as neighbours who nod across the fence and started treating them as a single, integrated engine.
I call it the tri-sector module, and its logic is disarmingly simple. Strategy uses technology to ascertain whether a new market is feasible. Finance then leverages that strategy to determine whether the venture is sustainable. Remove any one of the three, and you are left with an expensive dream, a clever tool without direction or a beautifully balanced budget for a market nobody should have entered.
Strategy asks the question; technology gathers the evidence.
Market entry decisions were once made rather differently. A senior executive visited Lagos or Dubai, enjoyed some excellent hospitality, returned with a strong feeling and commissioned a report to confirm it. Feelings, however, are notoriously poor at forecasting currency movements.
today, the strategist begins with data. Payment behaviour, mobile penetration, search trends, logistics costs and regulatory timelines can all be mapped long before a single lease is signed. When Safaricom and Vodafone launched M-Pesa in Kenya in 2007, it was responding to a behaviour that already existed, as people already sent value to one another informally. Technology did not invent the demand. It revealed it, and strategy had the humility to follow.
Finance asks the question nobody enjoys.
Feasibility and sustainability are not the same thing, although many pitch decks appear to believe otherwise. A market can be enormous, digitally ready and hungry for your product, yet still be the place where your capital goes to retire early.
This is where finance earns its seat. Nigeria’s foreign exchange unification in 2023 was a sobering reminder that revenue earned in naira and costs incurred in dollars can turn a promising quarter into an uncomfortable board meeting. The organisations that weathered it best were rarely those with the boldest growth targets. They were the ones whose finance leaders had modelled the downside and whose strategists had listened.
Similarly, the introduction of federal corporate tax in the UAE in 2023, at a headline rate of nine per cent, did not make Dubai less attractive. It simply rewarded those who had built their structures on foresight rather than folklore.
From start-up to multi-jurisdictional operator
For start-ups, the tri-sector module is a survival instinct. A two-person fintech in Yaba cannot afford a strategy department, a technology function and a finance team working in isolation. Its founders must be all three at once, and the best of them are. Paystack’s acquisition by Stripe in 2020, reportedly for more than 200 million dollars, was not simply a triumph of code. It reflected a clear strategy for African payments: technology built for local realities and a financial model that a global acquirer could believe in.
For the scale-up, the challenge is discipline. Growth attracts capital, and capital attracts ambition, occasionally more ambition than the numbers can support. Several promising African ventures have discovered, rather publicly, that entering six markets in eighteen months is less a strategy than a very expensive way of learning geography.
For the multi-jurisdictional organisation operating across the UK, the UAE and Africa, the tri-sector module becomes a governance framework. Consider a London-based professional services firm opening an office in Dubai and a delivery hub in Lagos. Strategy defines why each location exists.
Technology ensures that systems, data protection obligations and reporting lines speak to one another across three regulatory regimes. Finance determines transfer pricing, currency exposure and where profits are ultimately recognised. When these conversations happen separately, the organisation becomes three companies wearing one logo.
Careem offers a regional lesson. Its founders built a platform tuned to the Middle East, understood local payment and mobility habits, and constructed a business sturdy enough for Uber to acquire it for 3.1 billion dollars. That valuation was not awarded to technology alone. It was awarded to a strategy that technology could prove and finance could defend.
The talent question hiding in plain sight
Boardrooms often discuss this part last, though it belongs first. The tri-sector module depends on people who can translate between disciplines: the finance director who understands product roadmaps, the technologist who can read a cash flow forecast and the strategist who respects both. Such people are rare, and they are seldom found by recruiting for the job title alone.
The UK has depth in financial services. The UAE offers regulatory agility, particularly since reforms in 2021 allowed full foreign ownership of many onshore companies. Africa offers scale, youth and a digital appetite the world is only beginning to take seriously. The organisations that connect these strengths through genuine talent corridors, rather than slogans, will not merely enter new markets. They will define them.
The verdict for leaders
The economy is not rewarding the loudest disruptors or the most cautious accountants. It is rewarding organisations where strategy asks the bold question, technology supplies the honest evidence and finance delivers the sustainable answer. Leaders who keep these functions in separate rooms may still succeed, of course, in much the same way that one may still cross the Atlantic in a rowing boat. It is simply no longer the recommended route.
Jennifer Oyelade is the Director of Transquisite Consulting Group, UK
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