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A return on investment is not the only parameter to consider when planning to invest or to do business- especially in Africa. This immense continent, spanning 11.7 million square miles and home to over 1.1 billion people across 54 officially recognized countries, is full of complexities, hurdles, and unique challenges and opportunities. To fully capitalize on these opportunities, and if you are a newcomer to Africa, perhaps the most important element in any business endeavor is a reliable local partner with the experience and knowledge to guide you in the right direction and help avoid obstacles. Still, there are several other basic, but crucial, factors to take into account on this continent, which is not only unparalleled in terms of potential and opportunity, but also complex in its workings.

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