Dart board approach.
Try anything you possibly can, in the hopes something sticks. IMO, Eric/WNBD aren't focusing their efforts or resources properly or effectively. Appears like a haphazard approach under the guise of "We're expanding worldwide."
Would be nice to see WNBD have a solid win, for once. A win that actually has "staying power".
This whole Africa non-sense (on both extremes) is counter-productive. Personally, Africa isn't the answer and won't be the initiative to propel WNBD.
Name me one product a company successfully launched in Africa that became a worldwide product with brand recognition. Just one.
African initiative: WASTED EFFORT ERIC!
Stick with North America (US and Canada). Establish a beach head first, than expand. Right now, the dart board ain't working!