Setting up and growing a business is time-consuming in any market. In many resource-constrained African countries, those processes tend to take even longer to execute. Yet many businesses who have failed in their attempt to enter or thrive in African markets tended to set unrealistic time expectations for their operating teams and/or made unrealistic promises to their investors. Against this backdrop of unrealistic expectations and limited adequate-term capital, poorly-resourced businesses were either forced to scale back their plans or exit markets entirely. [...]