On acting local – the Morocco case


Image courtesy: wilbertbaan

Working on the right thing is probably more important than working hard. 

Caterina Fake, co-founder, flickr

The world has become a small village. Any product or service you’d like to launch will be subject to the competition, maybe coming from a small village in China! If you’re working on a research, there is at least another team out there working on relatively the same subject. Everything you do has become measured against a far too large scale called “the Globe”.

Why am I bringing this up? I’ve been thinking a lot lately about finally concretizing some ideas of mine. The first issue was obviously answering the question: What makes my ideas better than what is out there? 

I think it comes down to this:

– Your idea is innovative enough to race against the world. This would normally necessitate resources, continuous innovation and full-time attention.


– Your idea takes into account your particular context. This makes your idea unique enough to have a chance to succeed locally, and it can be more than enough at times.

So you have a choice, come out with an amazingly innovative idea and go Global Or focus on your particular context and go Local. 

Due to the limited resources, most of the aspiring serial-entrepreneurs like myself would go for the second option. So I started decorticating my context considering the techy aspect of these ideas. If you're also thinking about launching a small (IT, ecommerce, web…) project in the Moroccan context, you might want to consider these points as well.

– Morocco is a widely Arab speaking country. But Arab content on the net is still scarce relatively to the number of Internet users and compared to other languages. One can see this as an opportunity rather than a hindrance. 

– The main use of Internet is in French or English. A multi-language service/product would be a good idea.

– The main users of Internet are under 30. Facebook is their platform of choice. Maybe you'd want to start there?

– There is also a huge lack of user-friendly contextualized websites that could help students and young workers leverage their knowledge and share their experiences…

– Which brings me to communities of practice. r-a-r-e!

– The average user would more consume than produce a content of quality. It would enable adoption if the product or service demands less from the user than it offers. 

– Many new technologies haven’t gone mainstream here yet. Lots of virgin fields are just waiting for qualified resources to jump in.

– Mobile apps’ use is still embryonic.  Apps such as foursquare haven’t reached the adoption threshold. And there is a huge need for apps that can meet everyday needs of Moroccan citizens.

– Personalization is trendy. More and more people think their belongings should reflect their personalities. I know a lot who would pay more to get unique pieces or to be offered personalized services. Maybe the product you're trying to e-sell should consider this as well…

– There are few product/services that reflect the true Moroccan identity. A niche to jump on?

These are mainly the aspects I could come out with. Can you think of anything that would make the Moroccan entrepreneurial context unique? I'm all ears.

To be continued…

Lamia Ben


2 thoughts on “On acting local – the Morocco case

  1. i think what makes the moroccan market a complicated target is people’s lack of interrest in early adopting whatever product there’s .. wich kinda eliminates most of web2.0 potential projects since they repose en crowd’s wisdom to generate the content .in my humble opinon one should think of offering people early content this way the user’s journey through the product will leak some unconscious contributions .i think web3.0 will be much more apriopriate to fit in morocco , since its based on semantics, therefore gathering information all over the web becomes as easy as an sql request , you know with tagging and all .the whole picture is still blurry , indeed we’ll need deep survey to come up with the right project at the right time .let the brainstorming begin , i’ll eagerly await other people’s reactions .

  2. Excellent billet comme à ton habitude Lamiaa !Il se trouve que je suis dans la même position, je cherchais des sites arabes qui partagent du contenu destiné aux internautes qui veulent rigoler ou s’amuser pendant leurs pauses café, à ma grande surprise ce type de sites internet est très difficile à trouver et même si on en trouve l’organisation de l’information n’ y est pas optimale mais plutôt optimisé pour les clics publicitaires.Il se trouve que je prépare un projet de site internet avec le même type contenu, cependant une problématique se posait devant moi, devrais-je lancer le site en anglais pour atteindre une grande audience mais avec une forte concurrence, ou en Français langue de ma formation pour une audience au Maroc et en France. C’est à ce moment que j’ai engagé la conversation avec Lamiaa sur Gtalk, pour avoir son idée sur la langue à utiliser pour lancer le site, je me suis aussi rappelé que l’offre dans le Monde Arabe manquait cruellement, chose que Lamiaa ma confirmée, et c’est à ce moment que j’ai décidé de lancer le site sous deux langues et plateformes différentes, anglais et Arabe avec une audience cible dans les pays arabes.L’idée est la, il ne reste plus que la stratégie pour atteindre cette audience.Je me ferai un plaisir de partager mon retour sur expérience.Pour @Fadal Moncef Tu as raison, nous avons besoin d’une bonne étude de marché pour vraiment connaitre les besoins des internautes dans le monde arabe.Ayoub HAKDAOUI

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