Today, entrepreneurs supported by the Nabahya Food Institute through the Pro-CONGO programme participated in a training session focused on Go-to-Market and Commercial Strategy.
🎯 Objective: To prepare startups for successful market entry and strengthen their ability to transform innovative products and services into sustainable commercial opportunities.
The session was facilitated by Me. Dan Mbenga Tiendesha, Senior Trainer and Business Coach. He is an experienced private-sector development and entrepreneurship professional with more than five years of experience managing business-support and training programmes. He is certified in Business Coaching and is an accredited trainer in Soft Skills and Financial Education.
Throughout the session, participants explored several key areas:
▪️ Branding and brand messaging: Building a strong, consistent identity and clear message to position a business effectively in the market.
▪️ Go-to-Market and Routes-to-Market: Identifying the most appropriate strategies, distribution channels, and partnerships to reach target customers efficiently.
▪️ Sales fundamentals: Understanding the essential stages of the sales process—from prospecting and presenting an offer to handling objections and converting prospects into customers.
▪️ Digital marketing: Using digital platforms and tools to increase visibility, communicate value, engage audiences, and reach targeted customer segments.
▪️ Customer Relationship Management (CRM): Organising the monitoring and follow-up of prospects and existing customers to improve retention and build long-term commercial relationships.
💡 Key takeaway: Having a strong product or service is not enough. Entrepreneurs must also understand how to position their offer, identify the right customers, select effective market channels, convert opportunities into sales, and maintain lasting relationships with their clients.
This practical session gave participants an opportunity to reflect on their current commercial strategies, identify areas for improvement, and develop more structured approaches to reaching and serving their markets.
👏 We sincerely thank Me. Dan Mbenga Tiendesha for sharing his valuable knowledge and practical experience, as well as all the entrepreneurs for their active participation, thoughtful contributions, and commitment to learning.
Through the Pro-CONGO programme, we remain committed to strengthening entrepreneurs’ capabilities, facilitating their access to markets, supporting their commercial development, and contributing to the sustainable growth of their businesses.
PRO-CONGO | TRAINING ON CORE BUSINESS MODULES