Executive Summary
1. Our Vision & Positioning (What we do)
Azodoga is a pan-African service platform project aiming to become the true Digital Trust Partner for B2C, B2B, and institutional markets. Our mission is to structure the market, formalize work, and create economic opportunities for millions of people, including the African diaspora. Concretely, we act as a "Digital Trusted Third Party": we connect verified local talents with market needs, while guaranteeing the identity of providers and securing every financial transaction.
2. Our Offer (What we sell)
We sell reliability, quality, and peace of mind through a scalable model designed to adapt to market realities in three phases:
- Phase 1 (B2C Focus - Home Services): A dual offer including a standard model (direct connection for daily needs) and a premium model (placement of staff directly employed by Azodoga for maximum security and simplicity).
- Phase 2 (B2B Expansion - SME Services): Opening up to intellectual and digital services for businesses.
- Phase 3 (Institutional): Becoming a privileged partner of national employment agencies to support the formalization of the labor market at the state level.
3. Our Economic Model (How we make money)
Our business model is deliberately scalable and aligned with the success of our users.
- Transactional Core: We take an estimated average commission of €2.50 per transaction. Whether it is a one-off service or a recurring service (generating a new commission each month), every complete cycle validated by the client generates revenue.
- Premium Margins: This base is supplemented by the profits generated through our Premium service offering (employee placement).
- Future Verticals: As our ecosystem grows, we will integrate innovative recruitment models targeting, in particular, the return of diaspora talents, with success-based payments.
4. Launch Strategy & Financial Goals
To validate this model, we have opted for a "trust laboratory" approach with a strategic launch in Accra, Ghana. This market was selected for its dynamic, pro-business environment, and especially to capitalize on the recent GIPA 2025 reforms which eliminate minimum capital barriers for technology and service companies. Once validated in Ghana, we will deploy a regional expansion strategy in concentric circles towards the OHADA zone and West Africa.
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 Accra Launchpad
Based on recent analysis of the GIPA 2025 paradigm and on-the-ground feedback, we have made the strategic decision to pivot our launch market to Ghana. The elimination of the minimum capital requirement for tech and service companies, combined with our ECOWAS establishment rights, makes it a superior launchpad for Azodoga. This approach allows us to test our model in a high-growth environment while optimizing our initial cash flow.
- Strategic Market & Zero Capital Barrier: Launching in Ghana under the new GIPA rules allows up to 100% foreign ownership with no minimum capital for services, preserving our initial liquidity.
- ECOWAS Advantage: Our Togolese nationality grants us the Right of Establishment under ECOWAS protocols, significantly reducing work permit costs and administrative hurdles in Accra.
- 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 Accra, Ghana. 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 Ghana, expansion will follow a 'concentric circles' logic, targeting key regional markets.
Phase 1 (Year 1-2): Validation in Ghana
Achieve operational profitability in Accra. Document a detailed launch 'playbook' adapted to a high-growth environment.
Phase 2 (Year 2-3): Hub OHADA & West Africa
Launch in Benin (strategic OHADA Hub), 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 four key channels:
Responsive Web App
Full account access & administration across all devices without app installation
Native Apps
iOS/Android for heavy users
WhatsApp Ecosystem
In-chat app via WhatsApp Flows
SMS / USSD
Universal offline access
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.
Lifestyle & Healthy Grocery
Grocery delivery tailored to dietary needs, ensuring healthy and hassle-free eating.
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
Azodoga is founded on a rare and complementary set of skills, embodied by a highly experienced founding team rooted in West Africa:
Dodji Seketeli
Founder
Principal Engineer at Red Hat, a world-renowned expert in compiler technologies (GCC) and binary interface analysis. His mastery of software foundations provides the strategic and technical vision.
LinkedInMawuena Seketeli
Co-Founder & CEO
A computer engineer specializing in AI, an experienced entrepreneur and managing director. He brings operational leadership, market knowledge, and will drive the go-to-market strategy.
LinkedInSilvère Badanaro
Co-Founder & CTO
Holds a Master's in AI and brings extensive experience as an embedded software engineer and tech entrepreneur. His expertise in AI, Kubernetes, and scalable systems is crucial for building a robust tech platform.
LinkedInMarc-joël Dick
Co-Founder & HR Director
An experienced HR Supervisor specializing in payroll, expatriate management, and employee well-being across multiple African countries. He will lead our talent acquisition and formalization mission.
LinkedInMarie Gbegnedji
Co-Founder & Marketing Director
Senior Manager Digital Activation at BIRKENSTOCK and former Digital Content Operations at Nike. Her strong background in e-commerce optimization and digital marketing will drive user acquisition.
LinkedInA Family & Friendly Synergy Rooted in Africa
The strength of this team lies in its deep personal and cultural connections. Dodji and Mawuena are brothers; Marc-joël and Marie are their maternal cousins. Silvère is a lifelong friend, introduced through the late Apelete Seketeli, a brilliant engineer and original assigned CTO of this project. Originating from Togo, this team shares a profound understanding of the West African context, providing Azodoga with an authentic and undeniable advantage in executing its pan-African vision.
This unique alignment of cutting-edge technical expertise and deep personal trust within the founding team constitutes a major competitive advantage, allowing for the in-house development of world-class proprietary technology.
Legal Structure for Pan-African Scalability
A single company cannot legally operate across the entire African continent. To isolate risks and facilitate international investment, Azodoga will adopt a robust holding structure.
The recommended structure is a Protected Cell Company (PCC) in Mauritius which will own 100% of the shares of each local operating subsidiary. This model offers several key advantages:
- Investment Hub & DTAA: The Mauritian holding provides a stable legal entity with an unmatched network of Double Taxation Avoidance Agreements (DTAA) with Africa.
- Risk Isolation (Ring-fencing): The PCC structure legally separates the assets and liabilities of each subsidiary (cell), protecting the parent company.
- Operational Agility: Each African country will have its own subsidiary (e.g., LLC in Ghana, SAS in Benin), ensuring compliance with local laws.
(Hub OHADA)