Executive Summary
Azodoga is a pan-African service platform project aiming to become the **Digital Trust Partner** for B2C, B2B, and institutional services. Our mission is to structure the market, formalize work, and create economic opportunities for millions, including the African diaspora.
This business plan details a three-phase launch strategy, capitalizing on unique competitive advantages. The initial phase will take place in **Cotonou, Benin**, leveraging its dynamic, pro-business environment as a strategic launchpad. This 'trust laboratory' approach will validate the model before a structured regional expansion.
Vision & Mission
Our Vision
To become the trusted infrastructure for work and services in Africa, connecting opportunities, talents, and needs, and becoming a key economic player in the continent's development.
Our Mission
Our mission is to build an ecosystem that **secures**, **formalizes**, and **values** work. We are committed to providing clients with reliable, quality services, and providers with access to a broader market, stable income, and professional recognition.
Market Analysis Dashboard
Explore our pan-African analysis to identify the optimal starting point. Select a region, then a country to view its strategic profile and compare it to the Togo baseline.
Note: This initial analysis, generated by AI from public data, will require deeper investigation once target countries are finalized.
Launch Strategy: The Cotonou Launchpad
Based on recent analysis and on-the-ground feedback, we have made the strategic decision to pivot our launch market from Togo to Benin. Benin's exceptional economic dynamism, pro-business government reforms, and status as a 'new Eldorado for investors' make it a superior launchpad for Azodoga. This approach allows us to test our model in a high-growth environment while still leveraging our assets and network in neighboring Togo.
- Strategic Market: Launching in Benin provides immediate access to a larger, more dynamic market with a government actively promoting digitalization and foreign investment.
- Cross-Border Advantage: Our existing assets and human capital in Togo serve as a strategic rear base, providing logistical support and a recruitment channel for our initial operations in Cotonou.
- Cultural Capital: The project's local roots and its name, 'Azodoga', create instant legitimacy and trust, which is a powerful marketing tool.
The Power of a Name: Azodoga
The name "Azodoga" is a tribute to our father, Azodoga Seketeli, who passed away in 2024. He dedicated his professional life to public health on the continent, notably within the World Health Organization (WHO) and for major pan-African programs. Naming the company after him is a testament to the values he instilled in us and a commitment to honor his legacy through positive, continent-wide action.
Beyond this personal tribute, "Azodoga" has a profound meaning in the Ewe language (spoken in Togo, Ghana, and Benin). It translates to **"Let your actions do the talking"** or **"Work will make you king."**
This dual meaning perfectly encapsulates our mission: to build a platform founded on trust and proven results, with the ultimate goal of empowering individuals and putting the continent to work. This story is not just our foundation; it is our most authentic marketing strategy, and we carry this name with a deep sense of responsibility.
24-Month Goal: Achieving Product-Market Fit
Our primary objective for the first 24 months is to validate our business model and achieve Product-Market Fit in **Cotonou, Benin**. The key metric for this is completing over 1,000 paid transactions on the platform. This demonstrates both user demand and the viability of our trust-based system.
Defining a "Transaction"
A transaction represents a complete service cycle. For a one-time service, the cycle is complete upon validation by the client. For a recurring service (e.g., monthly), each period (e.g., each month) constitutes a new transaction, generating a new commission for Azodoga. Our average commission is estimated at €2.50 per transaction.
Projected Revenue from 1,000 Transactions:
1,000 Transactions x €2.50 Avg. Commission = €2,500
Expansion Strategy: Concentric Circles
Once the model is validated in Benin, expansion will follow a 'concentric circles' logic, targeting key West African markets.
Phase 1 (Year 1-2): Validation in Benin
Achieve operational profitability in Cotonou. Document a detailed launch 'playbook' adapted to a high-growth environment.
Phase 2 (Year 2-3): West Africa Expansion
Launch in **Ghana** (major anglophone market), then **Ivory Coast** and **Senegal** (key francophone markets).
Phase 3 (Year 4+): Strategic Bridges & Scale Markets
Expansion to North Africa via **Morocco** and preparation for entry into giant markets like **Nigeria** and **Egypt**.
Technology Strategy & Scalability
Our technological approach is designed for the reality of the African digital landscape: rapidly growing mobile penetration, but with high data costs and variable connectivity. Our strategy is built on accessibility, efficiency, and trust.
Multi-Channel Approach for Maximum Reach
To reach the widest possible audience, Azodoga will be available across three key channels:
Web Platform
Smartphone (iOS/Android)
SMS / USSD
The Hybrid Connectivity Model: Balancing Access and Trust
We understand that consistent data access is a luxury for many. Therefore, our platform is built on a hybrid model:
- Low-Connectivity Actions via SMS/USSD: Core, high-frequency actions like accepting a job, confirming completion, or validating a payment can be performed without any data connection.
- Data-Required for Trust & Security: For actions where trust is paramount—uploading identity documents, building a detailed profile with photos, or undergoing verification—a data connection is necessary. This ensures the integrity and safety of the platform for both clients and service providers.
R&D: A Constant Focus on Efficiency
Our Research & Development will be relentlessly focused on performance and low-data consumption. We will continuously optimize our applications to ensure they are fast, lightweight, and accessible even on older smartphones and slower networks. This commitment to technical efficiency is central to our mission of putting all of Africa to work.
Competitive Advantage: The Technological Moat
The African market for services is fragmented, served by informal networks, classified ad sites, and a few local platforms. These competitors often suffer from a lack of trust, inefficiency, and poor user experience. Our competitive advantage is not just a better interface, but a fundamentally superior technological foundation built for scale and trust.
Engineered for Reliability and Scale
Leveraging the founders' deep expertise in low-level systems (compilers, embedded Linux), our platform will be engineered from the ground up for extreme efficiency. This means:
- Faster load times and a smoother user experience, even on low-end devices.
- Significantly lower data consumption, reducing the cost barrier for users.
- A robust and bug-free architecture that builds user trust through reliability.
The Open Source Vision
As a long-term vision, we are considering making core components of our platform open source. This radical transparency would serve multiple strategic goals:
- **Ultimate Trust:** Allowing public code audits would make Azodoga the most transparent and trusted platform on the market.
- **Ecosystem Creation:** It would enable other developers and governments to build upon our infrastructure, positioning Azodoga as the standard for digital work in Africa.
- **Attracting Talent:** This would attract the best engineering talent on the continent, drawn to a mission-driven, high-tech project.
Secure Payment System
Trust is the cornerstone of Azodoga. To guarantee security for both clients and service providers, all payments are processed through our transparent escrow system, adapted to local realities.
How It Works
- The client confirms a service provider.
- The client pays the total amount into Azodoga's secure escrow account (via Mobile Money or Cash in-agency).
- The service is performed.
- The client validates the satisfactory completion of the service.
- This validation instantly triggers the release of funds to the provider.
Phase 1: Launch Focus
To ensure agility and align with local customs, we will launch by focusing on the two most widespread payment methods:
- Mobile Money: The primary, scalable digital method.
- Cash: Available at our agencies for maximum inclusion.
Future Expansion
As we expand, we will integrate other methods to meet the needs of a wider clientele (diaspora, B2B):
- Credit/Debit Cards
- Bank & Wire Transfers
Product & Services: A Dual Model for a Phased Evolution
Our service offering is adapted to the legal realities of the market. Since a simple self-employed status does not exist, we offer a dual model to meet the needs of both workers and clients seeking security, which will evolve over time.
Phase 1: B2C Focus (Home Services) with a Dual Offering
The initial product will focus on everyday services where trust is paramount: cleaning, DIY, plumbing, electricity, childcare. We will deploy two distinct models to capture the entire market.
Standard Model: Direct Connection for Employment
Our core service is a marketplace that connects qualified workers with employers (individuals or companies) for direct hiring under a standard employment contract. Azodoga acts as a trusted intermediary, verifying skills and references, and facilitating the connection. This model allows us to quickly build a large user base and generate initial revenue.
Premium Model: Salaried Staff Placement
For clients seeking maximum simplicity and security, we will offer a premium service. In this model, Azodoga directly employs the service providers and handles all administrative aspects (contract, salary, social contributions). We then place these vetted, trained, and insured employees with our clients. This high-value-added service will be developed using the profits generated by the standard model.
Phase 2: B2B Expansion (SME Services)
Once the brand is established, we will launch a B2B vertical targeting SMEs with freelance services: graphic design, web development, community management, administrative assistance. This will diversify revenue and increase the average transaction value.
Phase 3: Institutional Level (Public Partnerships)
The long-term vision is to become a partner for national employment agencies. By having the largest qualified database of independent workers, we can offer placement, training, and monitoring services, becoming a key player in the formalization of employment on a continental scale.
Financial Plan
10-Year Revenue Projection
30-Year Vision: Powering Africa's Demographic Dividend
Africa's population is projected to reach 2.5 billion by 2050, creating the largest workforce in the world. This is not a challenge, but the single greatest economic opportunity of the 21st century. Azodoga's core mission is to be the engine that puts this generation to work, preventing brain drain and fostering prosperity on the continent.
Our growth is intrinsically linked to this demographic dividend. As the working-age population grows, so does our Total Addressable Market. The following chart projects this correlation over the next 30 years.
Business Model Expansion: The Azodoga Ecosystem
Azodoga aims to reverse the 'brain drain' into a 'talent return'. We will create a dedicated vertical for recruiting diaspora and international talent wishing to settle in Africa.
An Innovative Headhunting Model
Our 'Talent Acquisition' service will operate on a disruptive model:
- **Dual Mandate:** Companies and candidates can mandate us.
- **Success-Based Payment for Candidates:** The diaspora candidate pays nothing upfront. We support them in their job search and are compensated via a small percentage of their first-year salary, payable monthly. This aligns our interests and removes the financial barrier for the candidate.
- **Premium Service for Companies:** Companies pay standard recruitment fees to access our pool of qualified, international talent.
A Complete Ecosystem for Talent Success
To truly empower people to work, we must make every other aspect of their lives seamless. After establishing dominance in the core work/service marketplace, Azodoga will expand into a full ecosystem of life services:
Relocation Assistance
We manage complex logistics (visas, moving) and offer financial support for a smooth transition.
Integrated Real Estate Agency
A dedicated service to find and secure housing remotely, even before the candidate's arrival.
Simplified Banking Services
Partnerships to enable remote opening of local bank accounts, simplifying initial financial procedures.
Concierge & Healthy Supermarket
Grocery delivery tailored to dietary needs, ensuring healthy and hassle-free eating from day one.
Wellness & Performance
Access to partner gyms and coaches to maintain optimal physical and mental health.
And much more...
Our ecosystem is constantly expanding to cover all aspects of a worker's life (etc, etc.).
Team & Structure
The Founding Team: A Tech Brotherhood
Azodoga is founded on a rare and complementary set of technical skills, embodied by three brothers, all high-level engineers:
- **Dodji Seketeli (CEO & Chief Architect):** Principal Engineer at Red Hat, a world-renowned expert in compiler technologies (GCC) and binary interface analysis (leader of the Libabigail project). His mastery of software foundations ensures exceptional scalability and reliability for the platform, providing the strategic and technical vision.
- **Mawuena Seketeli (COO & Strategy):** A computer engineer specializing in AI (Paul Sabatier University), an experienced entrepreneur and managing director. He brings the operational leadership, market knowledge, and will drive the go-to-market strategy and regional expansion.
- **Apelete Seketeli (CTO & Embedded Systems):** An engineer specializing in embedded Linux (ENSEEIHT), an expert in low-level programming (C, C++) and system architecture. His expertise is crucial for building a robust, high-performance tech platform optimized for the African context.
This unique alignment of cutting-edge technical expertise within the founding team constitutes a major competitive advantage, allowing for the in-house development of world-class proprietary technology.
Family Vision and Future Contributors
The project is reinforced by a long-term family vision. **Djifa Seketeli** (sister) and **Juliette Dorleans Seketeli** (Dodji's wife), herself a senior software developer with strong expertise in C++ and SQL, are potential contributors. This family dynamic ensures deep commitment and long-term stability for the project.
Legal Structure for Pan-African Scalability
A single Togolese company cannot legally operate across the entire African continent due to varying national and regional regulations. To ensure compliance, protect intellectual property, and facilitate international investment, Azodoga will adopt a robust holding structure.
The recommended structure is a **SAS Holding Company in France** which will own 100% of the shares of each local operating subsidiary. This model offers several key advantages:
- Investment Hub: The French holding company provides a stable and trusted legal entity for international venture capital and fundraising.
- Intellectual Property Protection: All IP (platform code, brand, data models) is owned by the French holding, protecting it under a strong legal framework.
- Operational Agility & Compliance: Each African country will have its own subsidiary (e.g., SAS in Togo, Ltd. in Nigeria), ensuring full compliance with local employment, tax, and business laws.
- Risk Isolation: Legal and financial risks are contained within each local subsidiary, protecting the parent company and other operations.
(OHADA Hub)