"You can't consult Africa from a spreadsheet."
Africa is not a risk. Africa is a window — and it will not stay open forever.
Every year, a handful of direct selling companies discover this. Every year, a larger number of companies let the window close because they couldn't find a partner who actually knew the continent — not from a spreadsheet, not from a conference panel, but from the ground, from government offices, from distributor kick-offs in Abidjan and Casablanca and Lagos.
This document is for the CEO who has already asked the question: Is Africa the right move for us, and if so, how do we do it without making expensive mistakes?
My name is Armand J. Friess. I have spent decades building, launching and managing direct selling subsidiaries across Africa, Europe and Asia — for companies headquartered in the USA, China, Germany, Luxembourg, Malaysia and France. I am based in France. I work on the ground. I do not consult from a distance.
"You can't consult Africa from a spreadsheet."
MLM & Africa Senior Consultant · Interim Manager
I am proud to be co-organising DSFAME alongside two outstanding professionals who share my conviction that Africa and the Middle East represent the next great frontier for the direct selling industry. Dirk Schiffner (Switzerland) is a seasoned Direct Selling expert, entrepreneur and co-author of La Vente Directe. Hassan Saafan (Egypt) is a highly respected figure in the DS and MLM industry across Africa and the Middle East. Together, we are building DSFAME as the defining industry event for decision-makers who are serious about these markets.
I am a committed advocate for the creation of Direct Selling Associations (DSAs) in every African country where direct selling and MLM operate. Without national DSAs affiliated with the WFDSA, Africa's extraordinary entrepreneurial energy risks being captured by fraudulent schemes. My consulting engagements consistently include a DSA strategy component — helping companies not just enter markets, but build the institutional foundations that protect their investment and their distributors long-term.
The continent combines every factor that has historically driven the growth of direct selling in emerging markets — yet Africa remains dramatically underrepresented in the portfolios of global DS companies. This is not a warning. It is an opportunity for the company that moves first, with the right partner.
"The time to invest, to train, and to institutionalize is now."
Analysis of your company's readiness, product portfolio fit, regulatory landscape and competitive environment. Delivered as an actionable strategic brief.
Entity creation, product approval, tax and import structure — managed on the ground with local experts. No surprises, no delays.
Identification of the country manager, recruitment of early leaders, design of the first distributor events. DSA creation strategy where appropriate.
Full on-site support during the critical first months, with reporting to HQ and progressive handover to local management.
| Company | HQ | Scope |
|---|---|---|
| Forever Living Products | USA | General Manager France (2000–2004). Opening of multiple African countries. Government & administrative relations. |
| Silit Werke | Germany | General Manager France. |
| PM International | Luxembourg | Interim CEO France. Strategic consulting & government relations. Creation of subsidiaries in Africa. |
| Tiens Group | China | Consulting in France and Germany. Consulting across West Africa and North Africa. Government & administrative relations. |
| QNET | Malaysia | Consulting MENA and Africa. Direct advisor to the Africa division head. Government & administrative relations (2014–2015). |
| NL International | France / Russia | Creation of a subsidiary in Morocco. Government & administrative relations. |
| Furchange | China | Consulting in Morocco, Cameroon and Côte d'Ivoire. Government & administrative relations. |
| Natura Vitalis | Germany | Strategic advice for African subsidiary development. Government & administrative relations. |
| JUST (JUSL) | Switzerland | Identification of potential partners in Africa and Asia. Support during start-up phase in new markets. |
| Club Parfum | France | MLM consulting. Preparation of a subsidiary in Europe. |
I work on the ground. Not from Paris, not from Zoom. In the countries, with the authorities, with the distributors. Non-negotiable for Africa.
A rare combination: deep DS/MLM industry knowledge and genuine Africa expertise. Most consultants have one or the other. I have both.
Decades of government relations across Morocco, West Africa and MENA mean your subsidiary starts with credibility, not from zero.
I actively promote national Direct Selling Associations in African markets — protecting your investment with real institutional foundations.
I manage the full subsidiary creation process — legal, operational, human. You focus on your global business. I handle Africa.
Where needed, I transition seamlessly into the Interim GM role, eliminating the dangerous gap between creation and operation.
Co-author of La Vente Directe. Co-organiser of DSFAME alongside Dirk Schiffner (Switzerland) and Hassan Saafan (Egypt).
References in France, Germany, Luxembourg and China. I understand your HQ context as well as your African markets.
30–60 minutes. You tell me about your company and what you're considering for Africa. I ask the right questions. We both decide if there's a genuine fit.
If relevant, a short strategic orientation brief — country prioritisation, regulatory snapshot, market sizing — as a standalone first engagement (min. 8 days on-site).
We define the scope, duration and terms: feasibility study, full subsidiary creation, interim management, or specific consulting.
I engage on the ground, in your name, with full operational accountability. Regular reporting, full strategic control stays with you.
