In a previous post I explained the importance of understanding the latticework, or mental model, for the industry you’re entering, before you enter it.

In Africa, an important mental model is that virtually no one has a credit card.

The only way to bill consumers without accepting physical cash is to use the 3rd party billing models of the mobile operators.

Revenue shares vary from 75% to 40%.

If you can’t build a business with such a hefty % staying with the mobile operator, then you need a business model that doesn’t rely on billing your users.