Africa & International Markets
Opportunity is Global. Execution is Local.
African markets present significant opportunities across technology, infrastructure, financial services and economic development. Realising those opportunities requires local understanding, credible partnerships, institutional awareness and disciplined commercial execution.
Our experience across African markets helps businesses approach expansion with a clear understanding of both opportunity and complexity.
Experience map
Distinct markets, verified experience.
Market Experience
The home market and foundation of Avi Lasarow's founder experience, building and leading commercial initiatives across technology, healthcare and international trade. He serves as Honorary Consul for South Africa in the United Kingdom, a role he has held since 2011 (a public, honorary role separate from Truest Strategy's advisory work), giving him over a decade of direct involvement in UK–South Africa commercial and institutional relations. This combination of entrepreneurial and diplomatic experience underpins the firm's understanding of how business and government intersect across the region.
Markers show verified experience only. They do not indicate permanent offices, operating teams or completed mandates unless stated.
Founder experience
Rooted in the UK and South Africa.
Truest Strategy's founder experience is built principally in the United Kingdom and South Africa — two markets where Avi Lasarow has founded, built and led commercial ventures and serves in public-facing roles, including as Honorary Consul for South Africa in the United Kingdom since 2011.
That UK–South Africa foundation is the firm's anchor. Around it sits wider founder experience across African markets — from Zambia, Lesotho and Uganda to Guinea, Benin, Libya and Egypt — giving clients a rare combination of British commercial credibility and on-the-ground African understanding.
Learn more about Avi Lasarow at avilasarow.com
The connection
UK expertise. African opportunity. International capital.
UK commercial expertise
Access to British capability in technology, financial services, infrastructure and professional services, and to legitimate UK trade-support structures.
African market opportunity
Country-by-country understanding of institutions, regulation, partners and the realities of execution.
International capital
Positioning projects for investors, family offices and development finance institutions with credible, bankable propositions.
Startups & Entrepreneurs
Taking innovation to scale across the continent.
For startups and entrepreneurs, the hard part is rarely the idea. It is reaching the markets where it can work, finding the partners able to carry it, and moving from one successful market to several.
We work with founders and early-stage companies taking proven innovation into African markets — helping them identify where the opportunity is real, who they need to reach, and how the product or service actually gets distributed.
- —Selecting the markets where an innovation has the strongest commercial fit
- —Identifying distributors, resellers, channel partners and buyers
- —Introductions to commercial and institutional stakeholders in target countries
- —Adapting the proposition to local regulatory and commercial realities
- —Turning a single-market success into a credible multi-country rollout
- —Practical on-the-ground support: market visits, meetings and testing
Submit your project
Do you have an African project or idea that requires large distribution in key countries?
If your project needs reach, credibility and the right partners across key African markets, we want to hear about it. Submit your project and we will assess how Truest Strategy can help position it for distribution, partnership and investment.