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Strategic Communications Advisory For Visionary Founders
Actionable
Takeaways
Emphasize Value Over Cost:
When pitching your product, focus on how it helps clients learn and adapt quickly rather than the immediate costs. This approach can make your offering more attractive compared to building an in-house solution.
Utilize Early Feedback for Iteration:
Use early user feedback to guide product pivots and improvements. This iterative process can help refine your product and ensure it better meets market needs.
Adopt a Risk-Minimization Strategy:
When considering major career or business moves, use a framework of minimizing regret. This can help in making bold decisions with a calculated approach.
Position as Foundational Infrastructure:
Position your product as foundational infrastructure with broad applications. This perspective can help in capturing larger markets and attracting diverse customer segments.
Leverage Direct Sales and Personal Engagement:
For platform-centric products, direct sales and personal engagement with potential clients can be effective. Consider flying to meet clients face-to-face to build trust and showcase expertise.
Conversation
Highlights
How Cadana Pivoted From Developer Infrastructure to Financial Operations and Built a Multi-Million Dollar Business
Most founders talk about pivoting once. Albert Owusu-Asare, CEO and Co-Founder of Cadana, rebuilt his product three times before finding product-market fit. In a recent episode of Category Visionaries, Albert shared the brutal reality of those early years and the strategic decisions that transformed Cadana from a struggling developer tool into a financial operations platform processing millions in transactions.
The First Iteration: Building for Developers Who Weren’t Ready
Cadana started with a vision to help software companies in Africa distribute their products globally. “We were building infrastructure for software companies in Africa to be able to distribute their products to the rest of the world,” Albert explains. The thesis seemed sound—African developers needed better tools to reach international markets.
But the market had other plans. “We spent about a year trying to sell that product, and we just couldn’t find enough people who wanted to buy it,” Albert admits. The problem wasn’t the product quality—it was timing. The African developer ecosystem wasn’t mature enough to support a venture-scale business in that category.
This realization forced a critical decision: pivot or die.
The Second Iteration: Payments Without Problems to Solve
The team’s next move was into payments infrastructure. They believed improving payment acceptance rates would unlock growth for African businesses. “We went into the payments infrastructure space because we realized that, okay, a lot of people have problems accepting payments. If we can help them accept more payments, then we solve the problem,” Albert says.
They built the technology. They improved acceptance rates. But they hit an unexpected wall: “People weren’t actually losing that much money from payments not being accepted. So it wasn’t actually a big enough pain point for them to want to switch.”
This is where many founders would have doubled down on sales tactics or marketing spend. Albert took a different approach—he started listening more carefully to what customers were actually struggling with.
Finding the Real Pain Point
The breakthrough came from customer conversations, not product hunches. “We started speaking to a lot more people and realized that actually the biggest problem that people had was not even accepting the payment. The biggest problem people had was everything that happens after you accept the payment,” Albert reveals.
Businesses weren’t losing sleep over acceptance rates. They were drowning in operational complexity—reconciliation, accounting integration, multi-currency management, compliance reporting. “That’s where businesses were actually losing the most money, and that’s where they actually needed the most help.”
This insight became Cadana’s foundation. Instead of building yet another payment gateway, they would solve the operational chaos that happened after the payment cleared.
The Third Build: Getting the Product Right
Armed with real customer pain points, Albert and his team rebuilt Cadana from scratch. “We basically built the entire product again, version three, to focus on that operations piece,” he explains.
This wasn’t just a feature addition—it was a complete reconception of what Cadana should be. The new platform handled reconciliation, accounting integrations, compliance reporting, and financial operations workflows. But more importantly, it solved problems customers were actually willing to pay for.
The market validation came quickly. “We currently work with over 400 businesses across 26 African countries,” Albert shares. The product that had struggled to find ten paying customers in its first iteration now served hundreds.
The Growth Engine: Horizontal Expansion
Once Cadana found product-market fit in financial operations, Albert made another strategic decision that would accelerate growth. Instead of staying narrowly focused on one vertical, they built a horizontal platform.
“Because we built a very horizontal platform, we work with all kinds of businesses,” Albert explains. “We work with ride hailing companies, we work with e-commerce companies, we work with fintech companies, betting companies, software companies, any company that has to do any high volume of payments or has to manage a lot of money flow.”
This horizontal approach created multiple advantages. It diversified revenue risk, enabled faster learning across different use cases, and created a broader foundation for scaling. But it also required building a platform robust enough to handle wildly different business models and workflows.
Building for Scale From Day One
One of Albert’s key insights was the importance of building infrastructure that could scale with customer needs. “We focus very much on scalability and reliability,” he emphasizes. “So we built the platform to be able to handle very, very large scale.”
This wasn’t premature optimization—it was strategic positioning. By building for enterprise scale from the beginning, Cadana could grow with customers instead of facing painful re-platforming projects later. “Even when we were doing maybe only a few million dollars, we built it for scale so that when we’re doing billions of dollars, it still works the same way.”
The Current State: Processing Millions, Expanding Globally
Today, Cadana processes over $400 million in transaction volume annually. They’ve expanded beyond Africa into North America and are preparing for European expansion. The company that couldn’t find product-market fit for two years now serves hundreds of businesses and is positioned for continued growth.
But Albert’s perspective on the journey reveals something important about building in emerging markets. “It’s taken us quite a long time to get to the point where we’re at today,” he acknowledges. The path wasn’t linear, the pivots were painful, and the learning curve was steep.
The Lesson: Market Timing Beats Perfect Execution
Albert’s journey with Cadana illustrates a truth many founders learn the hard way: you can build a perfect product for the wrong market, or the right market at the wrong time, and still fail. “The market just wasn’t mature enough for it to be a venture scale business in that category,” he says about their first attempt.
The skill isn’t just building—it’s knowing when to persist and when to pivot. It’s listening carefully enough to customers to hear what they’re actually saying, not what you want them to say. And it’s having the courage to rebuild from scratch when you discover the real problem worth solving.
For B2B founders navigating their own pivots, Albert’s story offers a roadmap: validate the market before perfecting the product, listen for the expensive problems customers actually have, and build infrastructure that can scale with your ambitions. Sometimes the third time isn’t just the charm—it’s the business.
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