ABSTRACT
This chapter provides steps for developing a compelling business model in the African agriculture and food landscapes, as well as frameworks and insights for reducing the often circuitous and frustrating processes that many entrepreneurs face in this sector. It provides practical examples that will inspire aspiring and emerging entrepreneurs to build compelling, profitable, and sustainable business models. The reality in the agribusiness and food landscapes in Africa, given the relative complexity of the sector and the limited number of players, is that most entrepreneurs literally have to create the market – introducing the product or service to the customer/client and convincing them of the benefits of utilizing or consuming it. It is important to recognize that some companies straddle between the three customer segments, offering products or services to other businesses, consumers, and even governments.
