The Cross-Border Hiring Playbook

She already has the hard part: authority, and a steady flow of people asking her the same questions. Founders want to hire a developer in Abidjan without breaking labour law. HR leads want an offer letter that won’t come back to hurt them. She answers on calls, for free or as billable advice. Neither scales.

The brief was a product that sells her judgement in a form people can reuse, brings clients to the agency, and leaves her legal practice untouched.

We split the expertise into three tiers, so each kind of buyer has an obvious way in:

• Self-paced: the core lessons and the template library, for small teams hiring for the first time.
• Cohort: six live weeks with case reviews, for HR leads who want to ask questions.
• Team licence: seats plus a private session, priced for companies.

The templates do two jobs. They are the most tangible thing a buyer gets, and they get passed around inside the buyer’s company. That makes them the product’s best advertising.

A product brand that sits beside her name, so it can later be sold, licensed or handed to a co-instructor. The sales page is built for the week before an international hire, when the pain is sharpest. It leads with the syllabus, then a sample template, then the lawyer herself.

1. Free ‘Offer Letter Red Flags’ checklist, gated by email
2. Five emails, each covering one costly hiring mistake
3. A live 45-minute workshop every month
4. Sales page with tier comparison and FAQ
5. Checkout in naira (Paystack) or dollars (Stripe)
6. Onboarding email, community invite, calendar holds

Team-licence enquiries skip checkout and go straight to her WhatsApp Business account, because that is where companies prefer to buy.

Meta campaigns aimed at HR, people-operations and founder audiences in Lagos, Abuja, Accra and Nairobi. Each ad is a short video of her answering one real question. The first cohort opens to her existing clients a week before the ads go live, so the launch starts with real participants and real questions.

We agreed targets for each of these before launch and report on them every month.