Sergey Eldinov: Buses for diamonds

Recently, the number of requests from Russia has increased. This is not surprising, because today Africa is a rapidly growing market and huge resource opportunities, which is very relevant and attractive to Russia. The first question: "How to work there, in Africa?" I answer: "As elsewhere!" Business from the point of view of methods and methods is invariant, it is characterized exclusively by efficiency, profitability and perspective. And the local specificity and features are nothing more than a change in coordinates, while maintaining general laws.

Then the second question follows: "And what successful Russian projects in Africa could you give an example?" No. Over the past five years, more than 50 million euros have been invested in the economy of the Republic of Senegal by Russian entrepreneurs, but not one of these projects has been successfully implemented. We can talk about different degrees of "non -renalization", but not a single project was even reached at the level of cost. What is the problem? But what about the French, Chinese, Hindus and all sorts of Spaniards?

This is not the fault of Russian business, this is his trouble. Russian reality left the concept of "business" in its classical sense in textbooks as a kind of dogma, but washed from the heads of entrepreneurs as a guide to action. The cries of "We are supplanted from Africa!" And "You can't work in Africa!" - An indicator of not features of the economy of African countries, but an indicator of the Russian approach to business.

I had to answer many questions, even preparing reviews and analytical articles, to develop models entering the market in relation to the planned activity, based on the cultural, social and economic characteristics of a particular country. None of the entrepreneurs need this: "Enough to load us with lectures by the club of film travelers, we realized that you have been living here for a long time. Tell me, to whom and how much money, so that everything works here as we want?" Questions of questions may vary - there is one meaning.

I do not attribute myself to moralists, but on the basis of extensive experience, including negative and even Gorky, I know that such a business will end poorly sooner or later. Naturally, they will take the money, they will promise a lot, they will even allow something, they will give the pigs the fat, and then the mousetrap will slam slam. With different final results, and the loss of money may not be the worst. And the second attempt to enter the market will most likely not be presented.

Here is indignation: "Vile blacks living without concepts!" No. They just don't need you. That is, only in order to take some money from you at the beginning, and then drive out. To politely ask to leave or give a kick in the ass. But why? Were you originally honest? Did you want them to? No: you wanted to come, change the beads to diamonds and leave. Why are you now complaining that you have taken the beads, but they didn’t give diamonds?

With your money, you are too small in order to change something in Africa to arrange it in your image and desire

Surprisingly, the information space of many African countries is transparent, freedom of speech is observed in different regions of the continent, democratic institutions have been created, in some places a strong civil society. Governments and their political programs are changing with enviable regularity. But you do not take this into account. But after all, you did not produce for the peoples of these countries the Chupa-Chups Favorite sweets or smartphones at an affordable price, you did not create jobs for them, did not build football platforms for them. You did not elemently treat them and their interests with respect - it means that you are superfluous here.

You doubt: what about the well -known African corruption? Here this phenomenon is excellent from his Russian understanding. Corruption here is simply an element of reality, the condition of the environment. The use of corruption is not the key to success, not even its key factor, it is a factor that must be able to use to the necessary extent.

And with a deep regret, I have to state: with your money, you are too small in order to change something in Africa in order to arrange it in your image and desire. If only because more smart and flexible competitors work next to you in the same market, and some work even within the framework of the programs behind which their governments are. Do you have this? We move on.

I do not urge to love Africa and believe in the miracles of local sorcerers. I am just calling for partnerships. You came here, and they decide whether you are needed here or not. Regardless of whether you get it or not, Africa will not lose anything. Rather, it will acquire.

In the Russian Federation, about a hundred organizations, one way or another related to the establishment of economic ties with Africa. This is what they are looking for for their own oriented businessmen to exits to managers, leaders, "gray cardinals" and family members. Almost everyone is modestly content with "a three -year -old president." This is cheaper than conducting a serious analysis of consulting firms. Well, the result - look above ...

I am sure that if someone carefully calculated everything and came to a confident conclusion that he really needs a business in Africa, that he is able to integrate into the local economy, become part of it, then he has every chance. The chances of working in the African market and make a profit as an equal player in the market. To finish on an optimistic note, I will say: such businessmen from Russia still appear.

Sergey Elemedinov - Management Specialist

Opinions expressed under the section may not reflect the point of view of the editorial office