What C2M does

C2M (Concept to Market) Solutions is an international consulting firm that helps brands expand into African markets. Founded around 2018 and operating across Nigeria, Ghana, Senegal, and Kenya, the firm positions itself as a hands-on partner for international brands seeking entry, growth, and product lifecycle support in West, Central, and East Africa. Its core service portfolio spans Market Research and Data Collection, User Experience (UX) Research, Route-to-Market (RTM) Development, Business Diagnosis and Growth Strategy, Local Partner Vetting and Selection, Communications Management, Baseline Studies and Social Impact Assessment, and Brainstorming and Training workshops. C2M also publishes sector-specific Research Reports covering retail, electronics, footwear, baby products, student housing, and data connectivity as a thought-leadership and lead-generation asset.

The firm differentiates through a claimed "vast network of resource persons" across Africa and through direct in-country offices, enabling localized execution that remote or generalist consultancies cannot replicate at the same depth. There is no proprietary technology platform disclosed; the underlying "technology" is the human network and on-the-ground presence. Distribution is delivered via direct office engagement rather than digital channels, and the marketing footprint is centered on a corporate website and published research reports.

C2M's business model is professional services: revenue is generated through project-based and retainer consulting engagements with enterprise clients, typically international brands entering Africa. Pricing is not publicly disclosed. The firm is private, founder-led in appearance (no management team is publicly listed), has 11–50 employees, and has not raised disclosed external funding. Ten named enterprise clients span travel (Travelstart), retail/consumer goods (APP), consumer electronics (Elaraby), media (Luzomedia), general trading (Bambwa, MC, NandN, Emel), workforce/HR services (Workforce), and business services (NBCC).

Name

C2M

Legal name

C2M

Website

https://c2msolution.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

C2M (Concept to Market) Solutions is a private, boutique consulting firm that helps international brands enter and expand across African markets through market research, UX research, route-to-market development, partner vetting, and growth strategy, operating from offices in Nigeria, Ghana, Senegal, and Kenya.

Ownership category

akta.pro rank

Product category

Market Entry Consulting

NAICS

Marketing Research and Public Opinion Polling (54191), Other Scientific and Technical Consulting Services (54169)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

B2B / Industrial Market Research (MPAAALAA)

Keywords

• Market entry consulting
• Market research services
• Route-to-market development
• African market expansion
• Business growth strategy

Headquarters

HQ city

Casablanca

HQ country

Morocco

HQ region

Africa

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Consulting and Advisory Services: C2M generates revenue through professional consulting engagements including market research and data collection, user experience research, route-to-market development, business diagnosis and growth strategy, and local partner vetting and selection. These are typically project-based or retainer engagements serving enterprise clients entering African markets.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

C2M provides market research, UX research, data collection, route-to-market (RTM) development, business diagnosis and growth strategy, local partner vetting and selection, communications management, baseline studies and social impact assessment, and brainstorming and training services. The firm also publishes sector-specific research reports covering African retail, electronics, footwear, baby products, student housing, and data connectivity. Offerings are delivered as bespoke consulting engagements to international brands seeking to enter and expand in West and Central African markets.

Product overview

C2M (Concept to Market) is a research and market expansion consultancy operating across West and Central Africa (Nigeria, Ghana, Senegal, Kenya). The company offers a portfolio of professional services centered on helping international brands enter and expand in African markets. Their core service offerings include Market Research & Data Collection, User Experience (UX) Research, Route-to-Market (RTM) Development, Business Diagnosis & Growth Strategy, Local Partner Vetting & Selection, Communications Management, Baseline Studies & Social Impact Assessment, and Brainstorming & Training. Additionally, they publish sector-specific Research Reports covering areas such as retail, electronics, footwear, baby products, student housing, and data connectivity solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Market Research & Data Collection Research service providing data collection and market intelligence for businesses expanding into African markets. Targeted at international brands seeking primary market data and competitive landscape visibility in West and Central Africa.
• User Experience (UX) Research Research service focused on understanding user behavior and experience for product development and improvement. Used by brands preparing to launch or refine products for African consumer markets.
• Route-to-Market (RTM) Development Strategic service for developing go-to-market pathways and distribution channels in new African markets. Delivered to brands planning market entry or expansion across West and East Africa.
• Business Diagnosis & Growth Strategy Consulting service analyzing business operations and formulating growth strategies for market expansion. Used by clients preparing to scale operations in African markets.
• Local Partner Vetting & Selection Service evaluating and selecting local partners and distributors in African markets. Used by brands that need vetted on-the-ground distributors, agents, or joint-venture partners.
• Communications Management Service managing external communications and stakeholder relations during market entry. Used by brands preparing market-entry announcements and ongoing stakeholder engagement in Africa.
• Baseline Studies & Social Impact Assessment Research service measuring baseline metrics and evaluating social impact of market interventions. Targeted at clients and development partners needing rigorous pre- and post-intervention measurement in African markets.
• Brainstorming & Training Workshop and capacity-building service for teams entering new markets. Used by client teams preparing for African market entry or seeking to upskill on regional commercial practices.
• Sector Research Reports Published research reports covering African market sectors including retail, electronics, footwear, baby products, student housing, and data connectivity solutions. Targeted at brands and investors evaluating specific African sector opportunities.

Named customers10 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Genesis Analytics: South Africa-based research and advisory consultancy combining quantitative research, social impact assessment, and strategy work; directly comparable to C2M in delivering market research and advisory for international clients operating in African markets.
• In On Africa: Africa-focused market research and advisory firm producing sector insights and partner identification across the continent; directly comparable to C2M in delivering sector studies and market entry research for international brands expanding into Africa.
• Stratagem Africa: Africa-focused research and advisory firm providing consumer insights, public opinion polling, and market entry research across multiple African countries; comparable to C2M as a regional peer offering market research and strategic advisory for African expansion.
• Africa Practice: Pan-African strategic advisory firm with deep expertise in supporting brands and institutions across the continent; directly comparable to C2M as a competitor offering market research, communications, and market entry advisory for African-focused enterprise engagements.

Broad incumbents

• Ipsos Africa: Global market research leader with a strong African footprint across multiple countries and sectors; competes directly with C2M in market research, consumer insights, UX research, and brand research services for African-focused engagements.
• McKinsey & Company Africa: Global management consulting leader with a long-standing Africa practice serving governments, multilaterals, and corporates; competes with C2M for large enterprise market entry, market sizing, and growth strategy engagements in African markets.
• Dalberg: Global consulting firm with a substantial Africa practice focused on development, agriculture, energy, and inclusive business; competes with C2M for international brand and donor-funded market entry and research engagements across African markets.
• Frost & Sullivan Africa: Global market research and growth consulting firm publishing detailed sector studies across emerging markets including Africa; competes with C2M for sector research, market entry, and growth strategy engagements across African industries.
• Bain & Company Africa: Global management consulting firm with a growing Africa practice serving consumer products and industrial clients; competes with C2M for corporate market-entry strategy and growth consulting engagements targeting African markets.
• KPMG Africa: Big 4 professional services network with country offices across Africa and an Africa advisory practice; competes with C2M in market entry advisory, strategy, and operational consulting for multinational clients targeting African markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/c2msolution
• Facebookfacebook.com/C2M-129381490440537

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about C2M