Over the past years, a strong reform drive has helped the Ivory Coast to become one of West Africa’s most interesting markets. Growth rates of consistently more than 7% p.a. make the country a promising target market for suppliers of all kinds of industrial machinery. However, when managing market entry, it is important to not just look for potential partners but to also understand the context. In this case, africon was asked to investigate the topic of “obtaining finance” as a key constraint for potential Ivorian customers of the client. Luckily, conditions on the ground are relatively favourable, making other factors more critical for potential customers locally.