Hmmm for my bootstrap founders who have been following me, you’d know I’ve chatted about this before. For distribution in Africa’s informal markets, you do not need to convince 10,000 people. You need just 1 cluster.  Conquer 1 cluster first, move to the next cluster. By the time you get to the 4th cluster, the ripple effect has started. The first to second month in the first cluster will be trial and error, listening and feedback, balancing strategies that reflect and balance ROI, revenue, expenses, etc. The third month is the same thing but you are already getting a hang of the mathematics and their ways. By the end of the 4th month you’re balancing. You need 3 - 5 field agents to get this done.  Or you can just go the traditional route. Get a shop in the market. Hire 3 agents which one doubles as admin. Give them a target. Conquer there and move to the next market. And if you are that cracked, you can turn the shop to your own office that you open in the morning and close at night. Lead the team and be the admin/lead agent yourself.  There is a neobank we are currently distributing. This one is even very interesting because the founder was very specific about his target numbers in target days. His team is running feasibility studies to see if what they envision can move. They just need the real target users in the monthly GMV to test the app for that time frame.  I connected with 2 Phone store girls in Computer Village. One of them is a close acquaintance of mine. They pulled in 2 more of their friends who are also sales girls in big gadget stores. Just a small commission in getting bosses in their network to use the app. It’s like a side gig for them since it's just 3 months thing.  Distribution is very tough and costly yeah but know that it is a cluster conquering thing. Once you earn the trust of 2 to 5 clusters, they will continue the work for you. I think where founders are getting it wrong is in the misconception that distribution is a marketing function. I do not know about other continents in the world but I know that as far as Africa is concerned distribution is a social function. Our people don’t adopt something because they discovered it. They adopt it because someone they know has tried it and that’s reduced the risk of them trying it too. This is why distribution is harder in Africa. You’re not just earning attention, you’re earning trust.  Be sincere, the reason you as a digital savvy person started using OPay or moniepoint is because everybody is already using it. Yes or no? You reach there, Opay. You go there, Opay. Social function!   You do not have funding like OPay or Chowdeck. You’re just a lone struggling founder who got intrigued with an infrastructure solution from one corner in Ajah Badore. That funds you are looking to pour on an ad that won’t likely reach your target audience who are busy 9-7 in the market. Employ 5 smart talkers inside that Ajah market. Place them on salary and commission based performance. I usually tell founders on budget to base salary around minimum wage. This is Nigeria. You will find your people that will work with you at the cost you have. Gradually follow them through 1 cluster at a time.