Expanding into new African markets is exciting — but it’s not without challenges. From licensing and localisation to hidden costs like community training, the realities of market entry often look very different once you’re on the ground.
In this interview, we speak with Mark Seabrook of Snapplify, an edtech company operating across multiple African countries, about what it really takes to budget for expansion. Mark shares insights on navigating regulatory frameworks, building local partnerships, managing currency volatility, and creating solutions that thrive even in low-connectivity environments.
For any entrepreneur eyeing cross-border growth, his lessons on adaptability, localisation, and smart financing are a must-read.
Q. Can you please tell me a bit about yourself and your role in the business?
Mark Seabrook: In my role at Snapplify, I work closely with education leaders - teachers, principals, government officials, and publishers - to deliver digital learning solutions that make a measurable difference. Much of this work is about listening and responding to the evolving needs of schools. One of the most rewarding parts of my role is seeing how digital tools open new opportunities for learners and educators. Whether it iss students accessing their first digital library or teachers using collaborative platforms for the first time, these are the moments where technology becomes transformative.
Q. What is the nature of your business, and how long has it been in operation?
Mark Seabrook: Snapplify is an education technology and cloud services company, operating since 2012. We provide digital learning platforms for schools, universities, publishers, and governments - focusing on scalable, accessible education tools. Our products include Snapplify Engage for digital classrooms, Snapplify Reader for multi-device access to textbooks, and Book Buddy - our AI-powered reading assistant designed to support literacy, including in low-bandwidth environments. Today, we work across African markets - including South Africa, Kenya, Nigeria, Uganda, Zambia, Lesotho, and Eswatini - and have expanded globally to the United Kingdom and the European Union.
Q. When did you decide to expand your business into Africa, and what motivated that decision?
Mark Seabrook: Snapplify began by addressing gaps in education access in its founding markets. As we worked with schools in South Africa, we realised similar barriers existed across the continent, motivating us to expand regionally to countries like Kenya, Nigeria, Zambia, and Uganda. Our entry into these markets required us to break down infrastructure barriers, particularly around connectivity. Innovations such as Book Buddy, designed to function via WhatsApp, emerged from this work - ensuring that students could access literacy tools even in areas with limited internet access.
Q. From your experience, what are the main cost categories businesses should prepare for when entering a new African market? (Probe: Licensing, permits, local partnerships, logistics, staffing, etc.)
Mark Seabrook: The most substantial costs often relate to localisation - adapting products or services to align with local regulations, languages, and customer needs. This applies not only in education but also across other industries operating in diverse markets. For Snapplify, localisation has been key to breaking market-entry barriers. In Kenya, for example, we partnered with the Ministry of Education to deliver digital learning resources to public schools, demonstrating the importance of curriculum alignment and local partnerships from the outset.
Q. Are there any hidden or unexpected costs that businesses commonly overlook during the entry phase?
Mark Seabrook: A frequently overlooked cost is the need for training and local capacity building. Whether in education or other industries, simply providing technology is not enough - communities need support to effectively adopt new tools. We have invested extensively in professional development and technical assistance to support this. Additionally, building solutions for low-connectivity environments requires dedicated effort. Book Buddy was designed to work via WhatsApp, allowing students in regions with limited data access - such as parts of Uganda and Zambia - to receive literacy and learning support directly on mobile devices.
Q. How would you compare the cost of market entry in a larger economy like Kenya versus a smaller one like Lesotho or Eswatini? (What factors drive these differences?)
Mark Seabrook: In larger markets like Kenya, access to developed digital infrastructure can facilitate rapid scaling, but more extensive regulatory compliance and competition may increase entry costs. Kenya also provided early partnership opportunities through government programmes. In smaller markets like Lesotho or Eswatini, entry costs may seem lower initially, but significant long-term investments are often required to build deep community trust and align platforms with specific local needs. Our work in these regions has focused on close collaboration with schools and education authorities.
Q. Which countries or regions in Africa do you believe currently offer the best value for money in terms of ease and affordability of market entry and why?
Mark Seabrook: From a broader business perspective, countries such as Kenya, South Africa, and Nigeria often offer strong value for market entry. These markets benefit from relatively stable regulatory frameworks, growing consumer markets, and supportive ecosystems for digital services. In education specifically, these same countries have advanced digital infrastructures and government-backed initiatives to improve access to technology. This combination makes them appealing for education providers like Snapplify and for other industries looking to expand into Africa.
Q. What funding models or financial partnerships do you see being most effective for businesses looking to enter new African markets? (Probe: Joint ventures, private equity, government grants, impact funding, etc.)
Mark Seabrook: Blended financing models - those combining government support, private sector funding, and philanthropic investment - have been most effective in education. They allow for scalable deployment while reducing upfront costs for schools. Snapplify has worked within these models to roll out digital platforms and literacy tools in multiple regions. Partnerships with education departments and multilateral funders have enabled schools to access digital resources affordably, removing traditional funding barriers.
Q. How significant is currency volatility in budgeting for market entry, particularly in Southern and East Africa? (Can you share examples of how businesses have been impacted positively or negatively?)
Mark Seabrook: Currency volatility is a key consideration for long-term projects in any industry. To mitigate this, we offer local pricing in local currencies, allowing schools to budget effectively without being affected by foreign exchange fluctuations. In addition, our emphasis on cloud-based tools like Book Buddy - which operates on low-cost platforms such as WhatsApp - reduces infrastructure requirements and shields schools from financial shocks linked to technology imports.
Q. Given the recent uncertainty around trade agreements and tariffs – for example, potential changes to AGOA – how are businesses adjusting their funding strategies and financial risk planning when entering new markets?
Mark Seabrook: Our digital-first approach significantly limits exposure to trade risks and tariffs, as we do not rely on physical supply chains for delivery of educational content. Our platforms are accessible entirely online, with zero physical distribution costs. We also work closely with local education authorities and government partners to ensure consistent access to our platforms. These collaborations provide continuity for schools even in the face of broader economic or trade-related uncertainties.
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