©2019 by The Supply Chain Lab.


Emerging Markets - Micro Retail Distribution

What We Do

We are an independent consultancy focused on distribution to small independent stores: micro retailers, mom-and-pop stores, nano stores, traditional stores, street vendors, spazas, souks, kiranas - whatever you might call them in your part of the world.

What are micro businesses? They are small enterprises employing fewer than four people. They are generally independent, stock a small selection of stock-keeping units or products, and operate out of fixed locations. In some cases such as hawkers – they are on the move.



They work in a range of industries – from consumers goods, food services, agriculture, pharmaceuticals to electronics. 

If you work in emerging markets – they are a large part of your business. But servicing these independent stores is difficult and expensive. We can assist you on this journey – and help you avoid the potholes.

Tielman Nieuwoudt is Principal of The Supply Chain Lab. You will more likely see him in Lagos, Pune or Tehran, than London, Paris or New York.

His work has taken him to more than thirty emerging market economies in Africa, Asia and the Middle East. He has also been involved in a number of inclusive business and M4P projects focused on SMEs and BoP.

Tielman has been a contributor to Strategic Marketing Africa, How We Made It In Africa and Logistics Insight Asia.

He has been a public speaker at a number of conferences and events. Recent topics include:

  • Africa supply chain challenges

  • Inclusive business – working with micro retailers in emerging markets 

  • Go-to-Market models in emerging markets

  • Last-mile of logistics in emerging markets





Clients and Projects

Whom do we work with?

  • Large multinationals

  • Independent businesses

  • Investment firms working with start-ups or medium-sized enterprises

  • Non-governmental organisations and donors

Types of projects and training?

Sample of our projects:

  • Route-to-Market strategy

  • Retail assessment

  • Distributor assessment

  • Distribution model implementation

  • Benchmarking distribution models

  • Inclusive business

  • M4P - Making Markets Work for the Poor

Training sessions we provide:

  • Micro retailing insights & successful models

  • Micro distribution project roll-out

  • Managing distributors working with micro retailers

  • How technology is changing micro retailing

How can you work with us?

Phone consultation:

Do you need limited assistance for your project? We can provide a 30 min or 60 min phone or Skype consultation. Rates are charged at $60 and $98, respectively. We can send you the Paypal link. 


In-country consultation:

We run a limited number of in-country consultation projects in a year. Please mail us an outline of your requirement, if you need help with your project. We can provide you with a proposal within seven working days. Alternatively, we can schedule a call to discuss the details. Email: tielman@thesupplychainlab.com. 


If you would like to schedule an in-country classroom training or workshop session, please mail us for more information. We are in the process of developing online training, and will update our website once were are ready to launch. 



Algeria, Egypt, Ethiopia, Ghana, Guinea, Jordan, Kenya, Mauritius, Mozambique, Namibia, Nigeria, Rwanda, South Africa, South Sudan, Tanzania, UAE, Uganda & Zambia


Bangladesh, East Timor, Cambodia, China, India, Indonesia, Iran, Laos, Nepal, Philippines, Singapore, South Korea, Sri Lanka, Thailand, Vanuatu & Vietnam



Tielman Nieuwoudt


23 Wellington Road, Parktown

Johannesburg, South Africa