According to Gennate Hassad, Gozem‘s global head of financing, successfully expanding into multiple markets requires centralizing operations and automating workflows to ensure efficiency.
Since its entry into Francophone Africa in 2018 and 2019 via Togo and Benin, Gozem has grown to become a prominent player in delivery and ride-hailing services across French-speaking African nations. The company has further extended its footprint to Gabon and Cameroon. Earlier this year, Gozem secured $30 million in funding to accelerate its growth and recently obtained authorization to operate in Congo.
During a Moonshot 2025 panel discussion with Osarumen Osamuyi, founder of The Subtext, Hassad highlighted three critical insights for businesses aiming to scale. She stressed the importance of validating product-market fit in the initial market before broadening reach. “We didn’t launch all markets simultaneously,” she explained. “We began with Togo, and only after confirming the robustness of our products, technology, and operations did we proceed to other countries.”
Hassad also underscored the necessity of creating scalable and repeatable processes when entering new markets. While each market may require unique adjustments, having core elements of the expansion strategy that can be duplicated is vital.
“Our experience in opening the Congo market was far smoother compared to Benin,” she shared. “This improvement came from lessons learned, building replicable systems, centralizing key functions, and automating processes to streamline operations.”
Adaptability, paired with replicability, plays a crucial role in successful market entry. Hassad pointed out that understanding local nuances is essential. For Gozem, approximately 80-90% of their strategy is standardized, while the remaining 10-20% is tailored to fit local market conditions. “When we launched in Gabon after Togo and Benin, we initially applied the same mass-market pricing and transport approach,” she said. “However, within two months, it became clear that Gabonese customers preferred a more premium service, which was less significant in other markets.”
Responding to this insight, Gozem modified its pricing structure, enhanced service quality, and diversified vehicle options in Gabon. Maintaining an ongoing feedback mechanism enables the company to pivot quickly and effectively during expansion.
Hassad also emphasized strategic considerations when selecting new markets. “We focus on tier-two cities with lower competition and seek regional integration,” she explained. “Our operational countries share regulatory and currency frameworks, facilitating smoother cross-border activities.”
In conclusion, Hassad reassured that launching in new markets is achievable. Gozem’s expansion blueprint evolved through experience, demonstrating that businesses with the right approach can successfully scale across borders.
Did you know TechCabal offers a bilingual newsletter dedicated to exploring technology innovation in Francophone Africa? Authored by investment manager Lina Kacyem from Launch Africa, it delivers fresh insights every Tuesday at noon (WAT). Subscribe now and catch up on previous editions through the link below: